The purpose of this paper is to investigate whether color as stimuli can affects underwear choice based on consumers’ EEG recording as biological response to elicit preferences towards underwear products. The study employs applications of neuroscience methods to analyze the physiological choice process. There are 20 underwear buyers were asked to evaluate several underwear colors (red, white, blue, brown, grey and black) by using wireless EEG headset with 6 channels to collect EEG signals from participants’ frontal, temporal and occipital brain areas that can gives us a measure to estimate consumers’ choice. The result indicated there was a clear and significant change (p < 0.05) of EEG brain waves activities of right and left hemisphere in the frontal (F3 and F4), temporal (P7 and P8), and occipital (O1 and O2) brain areas when participants indicated their preferred color. Additionally, based on the results female consumer prefers underwear which has red color while male consumer prefers white color. This research would essentially contribute to enrich marketing research method by using more advanced experimental designs rather than traditional marketing research methods.