Volume 10, Issue 1 (2020)
ORMR 2020, 10(1): 93-112 |
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Rahili M, Shirkhodaie M, namdar tajari S, Farzan F. Neuro marketing: The study of effect of color on brain waves in the frontal area emphasizing on gender role: Case of enamel plates. ORMR 2020; 10 (1) :93-112
URL: http://ormr.modares.ac.ir/article-28-35230-en.html
URL: http://ormr.modares.ac.ir/article-28-35230-en.html
1- Master student, Faculty of Economic and Administrative Sciences, Mazandaran University, Babolsar, Iran.
2- Associate prof., Faculty of Economic and Administrative Sciences, Mazandaran University, Babolsar, Iran. , shirkhodaie@umz.ac.ir
3- Associate prof., Faculty of Sports Sciences, Mazandaran University, Babolsar, Iran.
2- Associate prof., Faculty of Economic and Administrative Sciences, Mazandaran University, Babolsar, Iran. , shirkhodaie@umz.ac.ir
3- Associate prof., Faculty of Sports Sciences, Mazandaran University, Babolsar, Iran.
Abstract: (2923 Views)
The aim of this study was to investigate the effect of enamel plate on the frequency variation of theta, alpha and beta brain waves, with emphasis on gender factor as a demographic variable, to answer to following question: How is a cultural luxury item like a enamel plate changing in the comparison between males and females, considering bioelectric activity of the cerebral cortex is affected by the color element. This study is an applied research with semi-experimental design.
Electroencephalography was recorded in two regions of F3 and F4 in a commercial video of an enamel plate in four colors, blue, yellow, green and red; and in two groups of males and females. The data was recorded using Biofeedback System 2000 of the Sheffield Corporation during the commercial video demonstration. EEG data were processed using MATLAB software 2018 and statistical comparison was performed using SPSS software version 20 using multivariate analysis of variance analysis. Results showed that the color factor had no significant effect on the power of theta, alpha and beta band frequency. In contrast, the effect of gender was significant and the brain electroencephalography pattern of the participants without color was different in both males and females. The normalized electroencephalographic power of women in all colors was higher than mens’. Therefore, in a cultural luxury product, color cannot have a different effect on the electroencephalogram pattern of the frontal lobe of women and men, but the female cortex is more active than men when processing different colors.
Electroencephalography was recorded in two regions of F3 and F4 in a commercial video of an enamel plate in four colors, blue, yellow, green and red; and in two groups of males and females. The data was recorded using Biofeedback System 2000 of the Sheffield Corporation during the commercial video demonstration. EEG data were processed using MATLAB software 2018 and statistical comparison was performed using SPSS software version 20 using multivariate analysis of variance analysis. Results showed that the color factor had no significant effect on the power of theta, alpha and beta band frequency. In contrast, the effect of gender was significant and the brain electroencephalography pattern of the participants without color was different in both males and females. The normalized electroencephalographic power of women in all colors was higher than mens’. Therefore, in a cultural luxury product, color cannot have a different effect on the electroencephalogram pattern of the frontal lobe of women and men, but the female cortex is more active than men when processing different colors.
Keywords: Neuro Marketing, Electroencephalography, Frequency Band power, Luxury Goods and Cultural Goods.
Article Type: Original Research |
Subject:
Strategy and Management
Received: 2019/07/27 | Accepted: 2020/03/31 | Published: 2020/07/13
Received: 2019/07/27 | Accepted: 2020/03/31 | Published: 2020/07/13
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