Neuromarketing
Description
General Objective: To analyze and assess the recognizability of food logos to determine which ones are more familiar. Specific Objectives: 1. Identify neuronal activation patterns related to food establishment logos to determine key brain areas involved in recognition. 2. Investigate if food establishment logo identification influences EEG-measured neuronal activity, determining whether logos elicit distinct responses compared to the absence of identification. To better understand how marketing strategies influence the perception of food products and the survival of companies in the food sector, it is essential to address the issue of the lack of consumers in restaurants by developing a precise and effective marketing strategy. Currently, the survival of a restaurant depends largely on its presence in the market, making the design of its logo a fundamental element, as it summarizes the business's story in a single symbol. For this study, the null hypothesis (H0) posits that 75% or less of the population can correctly identify companies by their logos. In other words, the null hypothesis assumes that if 75% of the volunteers recognize the logo, it is considered familiar. 15 students where recruited from Tecnológico de Monterrey with residence in the "Distrito Tec," without gender or age restrictions. Procedure: The subject is given instructions and doubts are clarified. Once the consent form for the public use of obtained data is signed the study is initiated. A 1-minute baseline is taken with eyes open, looking at a fixed point while sitting. After this, 30 visual stimuli "logos" from low(<$200 MXN per person), medium ($250-$400 MXN per person), and high-end(>$450 MXN per person) restaurants are randomly displayed for 3 seconds each, each followed by a closed-ended question, "Do you recognize this logo?" . A 3 second interval to respond to the question is given Experimental set up: To record EEG, we will use a UNICORN BLACK device, which has 8 channels, including "Fz, Cz, Pz, Oz, C3, C4, Po7, Po8," and it operates at an SR of 250 Hz. For visual stimulation, a laptop will be used to display the experimental paradigm with a duration of 4 minutes. Processing: Raw data will be stored in EDF and GDF formats
Files
Steps to reproduce
Sampling Rate: 250 Hz Band width: 0.1-100 Hz Channels: Fz (Ch. 1), C3 (Ch. 2), Cz (Ch. 3), C4 (Ch. 4), Pz (Ch. 5), PO7 (Ch. 6), Oz (Ch. 7), PO8 (Ch. 8). Reference: Left mastoid (L), Right mastoid (R). Equipment Used: UNICORN Hybrid Black Preprocessing: 1. Select channels 1-8 to keep 2. Add Channel locations (.txt file provided with channel locations) 3. Bandpass filter: 0.1 Hz - 40 Hz 4. Decompose by ICA 5. Re-reference by CAR