Analysis of consumer purchase intentions using functional near-infrared spectroscopy(fNIRS): A neuromarketing study on the aesthetic packaging of Korean red ginseng products
SuJin Bak, Jaeyoung Shin, Daeun Kim, Sungkean Kim
TL;DR
This study uses brain imaging to explore how packaging affects consumer choices for Korean red ginseng, finding that gift-giving contexts show stronger brain activation and higher purchase intentions.
Contribution
The study introduces fNIRS-based neuromarketing to analyze how aesthetic packaging influences purchase decisions for health products.
Findings
Gift-giving scenarios showed higher prefrontal ∆HbO activation compared to self-consumption.
Participants reported higher purchase intention and packaging satisfaction when buying ginseng as gifts.
No significant differences in responses were found across gender or age groups.
Abstract
This study investigates the consumer behavior patterns for Korean red ginseng products using functional near-infrared spectroscopy (fNIRS), a neuroimaging device. By measuring brain activities, we aim to develop neuromarketing techniques and provide insights into consumer purchasing decisions influenced by the aesthetic features of product packaging. Using an fNIRS device, we measured the hemodynamic responses of 50 healthy participants within the prefrontal cortex (PFC) during virtual purchase-response paradigm experiments. These experiments consisted of two scenarios depending on the purpose of purchasing red ginseng products; purchasing for self-consumption and purchasing as gifts for others. These two purchase scenarios were designed to elucidate the relationship between two purchasing scenarios and aesthetic product packaging. We observed distinct differences in purchasing…
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Taxonomy
TopicsOlfactory and Sensory Function Studies · Color perception and design · Sensory Analysis and Statistical Methods