The Development of Electroencephalogram (EEG) in Neuromarketing Using Hedonic and Utilitarian Motivation

ABSTRACT

eCommerce in Malaysia shows rapid increasing pattern throughout years, especially during the Covid-19 pandemic. Consumers prefer to shop online instead of buying at brick-and-mortar stores. Consumer’s buying behavior and decision making are affected by their emotions in choosing goods and services. This paper focuses on emerging field of neuromarketing study. It is one of the marketing studies which may benefit the merchants as well as the consumers in producing and choosing goods. With the advent combination of neuroscience and marketing, neuromarketing, many studies have been done to study consumer’s behavior while making decision on online purchasing. Neuromarketing study can be carried out by various techniques. For example, the electroencephalogram (EEG) technique which is the most promising and accessible way to discover neuromarketing. In this paper, the EEG technique is chosen to be the neuromarketing techniques as the device is easy to use, accessible, and the most important is the EEG is non-invasive since there is no surgery required. This research purpose is to determine consumer’s behaviors towards marketing stimuli and how their emotions are influenced by the stimuli. Thus, this paper describes a study and the development of neuromarketing using hedonic and utilitarian motivation which has been proven that this method may enhance the marketing strategies. © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.