Authors : Norsiah Fauzan and Sandhesa Rajendran
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.
Norsiah Fauzan and Sandhesa Rajendran, 2019. Brain Wave and Consumer’s Choice in Response to Advertisement. The Social Sciences, 14: 370-374.