<![CDATA[Abstract— Conventional marketing research often suffers from bias. While neuromarketing offers a solution using Electroencephalography (EEG), existing studies typically evaluate product packaging as a holistic stimulus and have not yet unraveled the neural processes behind each design element. This study aims to analyze the functional asymmetry of the temporal lobes (channels T3 and T4) and the involvement of Beta waves 12–30 Hz when consumers evaluate packaging. Using an Ultracortex Mark IV headset, brain activity from 25 participants was recorded while viewing packaging images categorized as "attractive" or "unattractive," which were validated through an initial questionnaire of 60 respondents. Data were extracted using the Python-based Power Spectral Density (PSD) method. The quantitative results showed that attractive packaging consistently triggered the highest surge in average Beta-band PSD across both channels. A clear functional asymmetry emerged through the dominance of the T4 channel (Right Temporal), which reached 0.251 μV2/Hz as the right brain processes non-verbal information, aesthetics, colors, logos, and graphic layouts. Concurrently, the T3 channel (Left Temporal) was active at 0.201 μV2/Hz to support logical-verbal processing when digesting textual product information. The output of this study proves that attractive packaging increases the reconstruction of spatial visualization in the consumer's mind through a recurrent feedback mechanism before a decision is made.]]>
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