Applying event-related potentials to measure consumer preferences for apparel products
Choi, Ji Hye
By analyzing ERP waveforms generated by sensory and cognitive processing of external stimuli, the researchers attempted to observe how consumers respond emotionally to apparel products and to explain why they responded as they did. In this research, ERPs were applied to explore consumers' subconscious, real-time emotional responses to apparel products. Overall, the favored shirts produced more enhanced ERP amplitude at the FZ, CA, and PZ site than the less favored shirts supporting the hypothesis. As this shows, the P3 and LPP components can be evoked by emotional visual stimuli. More positive-going ERP waves are associated with favorable and pleasant responses to the visual stimuli. Apparel companies would be able to utilize this ERP technique especially the P3 and LPP component to verify consumer preferences.