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All Journal IAES International Journal of Artificial Intelligence (IJ-AI) Indonesian Journal of Applied Sciences Majalah Kedokteran Bandung Jurnal Kedokteran dan Kesehatan : Publikasi Ilmiah Fakultas Kedokteran Universitas Sriwijaya Journal of Engineering and Technological Sciences Journal of ICT Research and Applications International Journal of Advances in Intelligent Informatics The Asian Journal of Technology Management (AJTM) ELKOMIKA: Jurnal Teknik Energi Elektrik, Teknik Telekomunikasi, & Teknik Elektronika Padjadjaran Journal of Dentistry Journal of Geoscience, Engineering, Environment, and Technology Journal of Science and Applicative Technology Journal of Dentomaxillofacial Science Spektra: Jurnal Fisika dan Aplikasinya Agrin : Jurnal Penelitian Pertanian Jurnal Otomasi Kontrol dan Instrumentasi Jurnal Elektronika dan Telekomunikasi Jurnal Pendidikan dan Konseling ANIMA Indonesian Psychological Journal Scientific Journal of Mechanical Engineering Kinematika Jurnal Nasional Aplikasi Mekatronika, Otomasi dan Robot Industri (AMORI) Jurnal Nasional Teknik Elektro dan Teknologi Informasi Makara Journal of Technology
Suprijanto Suprijanto
Faculty of Industrial Engineering, Institute of Technology Bandung, Indonesia
Aerospace Engineering Agriculture, Biological Sciences & Forestry Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Dentistry Earth & Planetary Sciences Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Immunology & microbiology Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Materials Science & Nanotechnology Mathematics Mechanical Engineering Medicine & Pharmacology Neuroscience Physics Public Health Social Sciences Other

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Journal : The Asian Journal of Technology Management (AJTM)

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Using Electroencephalogram (EEG) to Understand The Effect of Price Perception on Consumer Preference Aprilianty, Fitri; Purwanegara, Mustika Sufiati; Suprijanto, Suprijanto
The Asian Journal of Technology Management (AJTM) Vol 9, No 1 (2016)
Publisher : School of Business and Management Institut Teknologi Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12695/ajtm.2016.9.1.6

Abstract

Abstract. The research examines the influence of price as product cues on consumer’s perception and evaluation by using the application of electroencephalogram (EEG). This method can give objective information about consumer reactions towards product cues that will drive consumer’s choice. The main research objective was to observe and evaluate consumer’s brain activity in different brain regions while they were being exposed by several price levels (low, medium, high) of underwear as stimuli and focused mainly on liking/disliking the stimuli. The participants consist of 10 female and 10 male consumers within 18-24 years old, have normal vision, right handed, and considered as potential purchasers of underwear. The participant’s brain activity was collected using Emotiv EPOC neuroheadset (EEG) with international 10/20 system and was obtained in Beta frequency bands (13–30 Hz). The result indicated that there was a clear and significant change (p<0.05) in the EEG brain spectral activities of right and left hemisphere in the frontal (F3 & F4), temporal (T7 & T8), and parietal (P7 & P8) regions when participants indicated their attentiveness towards each price level stimulus. The results show, the male and female participant’s tactile sensations in parietal lobe does not give more favorable attention towards particular price stimulus, but the difference price perceptions in parietal lobe can lead to rational preference and give most favored response towards high price stimulus. Analyzing of price perception may help to understand the differences in price-related emotions and preference, which can gain insights into an alternative pricing strategy that can lead to influence consumers buying decision.Keywords:  EEG, Price, Perception, Preference, Underwear.
Co-Authors - Azhari - Azhari Agus Z. Arifin Agus Zainal Arifin Ahmad Haerudin AHMAD, SAYYID AL HABBIB Aldi Fernando Aldy Aprian Andini, Khairunnisa Desi Aprilianty, Fitri Arief Adhi Nugroho Ayu Gareta R. Azhari Azhari Azhari Azhari Azis Muslim, Azis Bayu Pamungkas Bernadus Bisma Titis Restu Aji Bonfilio Nainggolan Budi Yasri Candra Yudhistira Chaerani Chusnia D. Kurniadi Damar Rastri Adhika Deddy Kurniadi Deddy Kurniadi Devina, Helma Dudi Adi Firmansyah Dudi Darmawan Dyah A. Lestari E. Juliastuti E. Juliastuti Eka Susanty Endang Juliastuti Endang Juliastuti F. Fitria Farida I. Muchtadi Farida Muchtadi, Farida Fathul Khoiriyah Fauza K. Masyhuroh Fifi Veronica Firmansyah, Dudi Adi FIRMANSYAH, VERA Fitri, D. Nur Fransisca, J. Freddy Haryanto Galih Nadhova Gareta R., Ayu Gayuh Tentri Gianto Gianto H Susanti Hanifan Prafiadi Hanna Gunawan Hardianto Iridiastadi Hesty Susanti Hijazi, Rhakamerta Hilsa Iftikar Zahedi Sutalaksana Iftikar Zahedi Sutalaksana Irawati Dewi Syahwir Irmayanti, Tiara IRWAN SETIAWAN Istianto, Yuki Jeffry Omega Prima Jessica Jessica Johanna Muliany Jos Budi Sulistyo Kamila Rofa Khairunnisa Ibadurrohman Khairul Amri Kusuma, Anak Agung Ngurah Ananda L.F. Wiranata Leonardo Gunawan, Leonardo Lulu L. Fitri Lulu Lusianti Malik Purnomo Hadi Masyhuroh, Fauza K. Muchtadi, Farida I. Mursito Budi, Eko Narendra Kurnia Putra Nisrina Nur Husna Nugraha - Nugroho, Afid Nuki N. Hidajat Prasetyo, Febrian Angga PRIYATNA, ENDANG Purwanegara, Mustika Sufiati Putri, Dinda T R. Michael Rakhmadi, Imam Rayhan Putra Pratama Rida Zuraida Risangtuni, Ayu G Risangtuni, Ayu Gareta Sabilla Rosadi Saeful Bahri Safira Humaira Sasanti T. Darijanto Setyono Koesno Siti Maisaroh Siti Maisaroh Suhardjo Sitam Sunarto, Setio Aji T Apriantono V. Nadhira Wijayaa, Yusuf Giri Yogantara, Wayan Wira Yudhi Diputra Yusuf Giri Wijaya Zahra, Naila