Analysis of Customers' Physiological Brain Reactions to Energy Drink Brands Using EEG: A Cross-Cultural Study between Iran and Malaysia: Analysis of Customers' Physiological Brain Reactions to Energy Drink Brands Using EEG

Abstract

Neuromarketing offers a deeper understanding of customer behavior and their interaction with products and services compared to traditional marketing. Techniques such as experimental groups enable brands to evaluate consumer behaviors and preferences at advanced levels. EEG technology allows for recording and analyzing brain activity and psycho-physiological variables associated with different emotional states, making it possible to assess consumer behavior when exposed to stimuli like product branding. This study investigates the differences in brain physiological responses of Iranian and Malaysian consumers when exposed to energy drink brands. A sample size of 24 participants was selected using G*Power software. Data were extracted using brain mapping software and analyzed through mixed ANOVA. The results showed that Iranian participants exhibited greater brainwave changes for Hype and Rockstar brands, while Malaysian participants demonstrated stronger brain responses to Red Bull and Monster brands. Changes in alpha and gamma waves highlighted their significance as indicators for studying consumer responses in different cultures. This research contributes to a better understanding of brainwave functions in consumer behavior and decision-making processes and suggests using complementary neural techniques for neuromarketing studies.