USING NEURAL RESPONSE (EEG) AND CONJOINT ANALYSIS TO UNDERSTAND THE EFFECT OF UNDERWEAR’S PRODUCT CUES ON CONSUMER CHOICE

Fitri Aprilianty; Mustika Sufiati Purwanegara

논문 상세보기

USING NEURAL RESPONSE (EEG) AND CONJOINT ANALYSIS TO UNDERSTAND THE EFFECT OF UNDERWEAR’S PRODUCT CUES ON CONSUMER CHOICE

Fitri Aprilianty, Mustika Sufiati Purwanegara

언어ENG
URLhttps://db.koreascholar.com/Article/Detail/271872

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Global Marketing Conference

2014 Global Marketing Conference at Singapore (2014.07)
pp.1539-1547

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

초록

This research studied the effect of underwear’s product cues (style, fabric and price) on consumer choice by using conjoint and consumer neural response (EEG). The results reveal that female prefers bikini style and silk fabrics while male likes brief and boxer. In addition, male more relies on price than female.

키워드

Neural response Consumer choice Underwear EEG Product cues

저자

Fitri Aprilianty(Institute of Technology Bandung)
Mustika Sufiati Purwanegara(Institute of Technology Bandung)

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