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The Effect of Customers’ Favorite Product Selection on the Alpha Wave: A Study of Shape and Color

Document Type : Original article

Authors

1 Associate Professor of Business Manegement, Payame Noor University, Iran.

2 Instructor of Business Manegement, Payame Noor University, Iran.

3 Associate Professor of Psychology, Payame Noor University, Iran.

4 PhD Student of Psychology, Islamic Azad University, Center Tehran Branch, Iran.

Abstract

Introduction: The main objective of this research is investigating the impact of customers’ favorite product selection in terms of the shape and color on the alpha wave. To conduct the study, four sets of images with different shapes (round and sharp) and colors (hot and cool) were designed for the cracker and pasta. Applying QEEG, participants’ alpha band electric waves were recorded after presenting the four set of images. Then, the subjects were asked to choose their preferred image collection. Using multivariate variance, the relationship between alpha-band electrical waves with preferential images was analyzed. Method: The research method was Experimental using several groups of subjects and the primary sample consisted of 375 persons who were randomly selected from Qom Payam-e-Noor University students. Then, 72 people were assigned to the final sample based on age, gender and handedness, so the mean age, gender proportion and the population handedness were observed in the final sample. Findings: The results showed that alpha oscillations by observation had significant relationship by considering conscious selected priorities in the electrodes of O1, T5, T3, C3, and C4. Data analysis showed that in general, the subjects who preferred the warm pictures generated more alpha waves when seeing white, hot and cool (both round and sharp) images in the mentioned electrodes. Conclusion: Consequently, it might be concluded that simply the presented images did not play a significant role in their selection, and in general, the warm images generated more alpha waves than the cool images.

Keywords

References
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Neuropsychology
Volume 3, Issue 9 - Serial Number 9
September 2017
Pages 87-102
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