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This study used EEG to measure brain responses to food products. Comfort foods and foreign brands elicited stronger approach tendencies and mental effort during product interaction.

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Area of Science:

  • Neuroscience
  • Consumer Behavior
  • Food Science

Background:

  • Product evaluation involves simultaneous cerebral and emotional assessment.
  • Limited research exists on measuring brain and autonomic reactions during food product interaction.

Purpose of the Study:

  • Investigate neurophysiological and autonomic reactions to food products based on hedonic value and familiarity.
  • Examine the influence of brand type (major vs. private label), familiarity (foreign vs. local), and hedonic value (comfort vs. daily food) on these reactions.

Main Methods:

  • Utilized electroencephalography (EEG) and autonomic activity measurements.
  • Assessed cross-sensory interactions (sight and touch) with various food products.
  • Analyzed EEG frontal alpha asymmetry and frontal theta to index cerebral approach and mental effort.

Main Results:

  • Comfort foods showed a significantly higher tendency for cerebral approach during visual and tactile exploration.
  • Foreign food products elicited a higher tendency for cerebral approach compared to local products during visual and tactile exploration.
  • Foreign products also induced higher mental effort during visual and visual-tactile exploration phases, as indicated by EEG frontal theta.

Conclusions:

  • Neurophysiological responses to food products vary significantly based on hedonic value and familiarity.
  • Findings offer insights into consumer neurobiology for food marketing strategies.
  • Results suggest further research into how product packaging and interaction influence food choices.