The Asymmetry of the Brain and the Choice of Purchase: An Application of Electroencephalography–EEG Evidence on Consumer Neuroscience Tests

The main objective of this pilot study was to try to prove by a test of consumer neuroscience, if the activity in the frontal cortex and its asymmetry, could predict the choice of purchasing a product or a service. An exploratory research was performed with 21 subjects, skilled (10 women and 11 men) were collected. Aged between 18 and 53 years, all were in good health at the time of enrollment and had normal psychiatric and neurological examination. The subjects should observe some stimuli of marketing (brands) and choose one to buy it without expressing it orally. The asymmetry of the brain, where the left hemisphere in the frontal region increased activity, affected the positive decision-making (choice of a brand for our study), vs lower activity in the frontal region of the right hemisphere. It could also pose a plausible hypothesis about the "power" brand in the decision-making choice and purchase. Because 95% of the subjects chose well-known brands and found that the trend of dominance of the left hemisphere over the right and the oral statements by the participants in the test. In addition, the Electroencephalogram (EEG) was a very useful tool to test consumer neuroscience.