ELECTROENCEPHALOGRAPHY (EEG) APPLICATION IN NEUROMARKETING-EXPLORING THE SUBCONSCIOUS MIND
This article presents how the human brain makes a decision and the influence of subconscious mind when observing different brands in advertisement. The study of the human brain using EEG is related to electronics, psychology, and cognitive neuroscience to study the human behavior on problem solving and decision making. In this paper, we particularly investigate the decision making of the human brain in a short period of time. The study is focused on which band wave is dominant when use for decision making and subconscious mind. The EEG was used to study the cognition in different states of mind because EEG can analyze the brain activity directly from the scalp. Experiments were conducted to examine the wave of the brain by using the 14-channel EEG Emotiv Epoch device. The brain memory recalls and makes a decision of what they want or experience. The result shows that the human brain can recall a product by experience and beneficial to their understanding. This proves that subconscious mind and decision making has always been and existing in our daily lives. The result from the experiment showed that theta band wave was dominant during subconscious mind and decision making.
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