Neurological Analysis of Consumer Behavior in Shopping Malls Using EEG

Document Type : Original Manuscript


1 Department of Management Science,Abhar branch, Islamic Azad University, Abhar, Iran

2 Faculty of Social Science, Imam Khomeini International University, Qazvin, Iran

3 Faculty of Electrical and Computer Engineering, Science and Research Branch, Islamic Azad University, Tehran, Iran


Today, shopping centers go beyond purchasing based behavior. As intangible variables, effective social factors also affect consumer behavior. These variables cannot always lead to purchasing but create a potential customer who is exactly exposed to promotional incentives. It should be noted that identifying these intangible factors can only be extracted through non-self-reporting methods. Thus, the use of neuroscience techniques can be a necessity. This study was an exploratory research that applied electroencephalographic tools to record brain signals through EPOC+ 14-Electrode Wireless EEG device. The signals were cleared using EEGLAB Software through ASR Method. The population consisted of two groups of three people (control and experimental group). The seven elements of the shopping centers proposed by Arpita Jare were used to provide stimulus. Thermal map analysis for F3 and F7 electrodes and correlation between the seven elements and brain waves showed that control group had a significant behavior in comparison to experimental group due to their interest in shopping centers (P-Value <.05). Results showed that consumer behavior in shopping centers is not affected by tangible factors such as product brand but social and cultural interactions and intangible elements are also effective that are hidden from marketers and designers’ view.