Conference proceeding
Brain Based Assessment of Consumer Preferences for Cognition Enhancing Hot Beverages
Advances in Neuroergonomics and Cognitive Engineering , v 953, pp 68-77
01 Jan 2020
Featured in Collection : UN Sustainable Development Goals @ Drexel
Abstract
A current trend in food advertising is to emphasize the benefits provided by such products. However, the impact of such messaging on consumer decision-making and cognition is not well understood. Using a new generation of wearable and portable neuroimaging sensors, brain activity can be monitored and used to analyze how consumers respond to product communications and engage with products. In a controlled multi-day study, we explored the effects of product promotions and how they influence consumer preference and cognition. We measured brain activity using functional near infrared spectroscopy (fNIRS) that monitored the anterior prefrontal cortex of participants during behavioral tasks as well as hot beverage drinking. Results indicated fNIRS-based brain activity is related to the varying task load levels consistent with neural efficiency hypothesis. Moreover, promotional material and the cognition enhancing beverage appear to be influencing the participants and requiring less mental effort during the tasks when compared to the control.
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Details
- Title
- Brain Based Assessment of Consumer Preferences for Cognition Enhancing Hot Beverages
- Creators
- Amanda Sargent - Drexel UniversityJan Watson - Drexel UniversityYigit Topoglu - Drexel UniversityHongjun Ye - Drexel UniversityWenting Zhong - Drexel UniversityRajneesh Suri - Drexel UniversityHasan Ayaz - Drexel University
- Publication Details
- Advances in Neuroergonomics and Cognitive Engineering , v 953, pp 68-77
- Conference
- AHFE 2021 Virtual Conferences on Neuroergonomics and Cognitive Engineering, Industrial Cognitive Ergonomics and Engineering Psychology, and Cognitive Computing and Internet of Things (Virtual, 25 Jul 2021–29 Jul 2021)
- Series
- Advances in Intelligent Systems and Computing; 259
- Publisher
- Springer Nature
- Number of pages
- 10
- Resource Type
- Conference proceeding
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business; School of Biomedical Engineering, Science, and Health Systems; Marketing
- Web of Science ID
- WOS:000502759200007
- Scopus ID
- 2-s2.0-85067640465
- Other Identifier
- 991019168889004721
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- Collaboration types
- Domestic collaboration
- Web of Science research areas
- Computer Science, Artificial Intelligence
- Neurosciences