Norsiah Fauzan, Sandhesa Rajendran,
Brain Wave and Consumers Choice in Response to Advertisement,
The Social Sciences,
Volume 14,Issue 11,
2019,
Pages 370-374,
ISSN 1818-5800,
sscience.2019.370.374,
(https://makhillpublications.co/view-article.php?doi=sscience.2019.370.374)
Abstract: An assessment of brain wave on mind behavior of consumers from six participants were conducted
while watching advertisement stimuli with two brands of milk powder (Enfagrow and Dugrow). Six participants
volunteered for the study and their brain waves were recorded to measure their frequencies during their
engagement and decision making. The analysis showed higher activity of beta and alpha were stimulated while
watching Enfagrow, Dugro advertisement stimulated higher theta in the frontal area and temporal area,
especially, at T6-Av with (19.83 uV2) amplitude compared to Enfagrow advertisement with (2.99 uV2)
amplitude.
Keywords: Brain wave;consumers choice;QEEG;milk powder;temporal area;advertisement