Effects of colour towards underwear choice based on electroencephalography (EEG)

The purpose of this paper is to investigate whether colours as stimuli can affect underwear choice based on consumers' EEG recording as biological response to elicit preferences towards underwear products. The study employs applications of neuroscience methods to analyse the physiological choice process. Twenty underwear buyers were asked to evaluate several underwear colours (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 give 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 (T7 and T8), and occipital (O1 and O2) brain areas when participants indicated their preferred colour. Additionally, based on the results female consumer prefers underwear which has red colour while male consumer prefers white colour. This research would essentially contribute in enriching marketing research method by using more advanced experimental designs rather than traditional marketing research methods. (C) 2016 Australian and New Zealand Marketing Academy. Published by Elsevier Ltd. All rights reserved.