Document Type : Research Paper
Authors
1
(1) Department of Management, Se.C., Islamic Azad University, Semnan, Iran (2) Faculty of Management, Universiti Teknologi Malaysia, Skudai, Johor, Malaysia
2
Department of Management, Se.C., Islamic Azad University, Semnan, Iran
3
Faculty of Management, Universiti Teknologi Malaysia, Skudai, Johor, Malaysia
Abstract
This study examines the physiological responses of Malaysian and Iranian consumers to caffeinated beverage brands using biometrics on e-commerce websites. Specifically, this study seeks to identify patterns in δ, θ, α, β, and γ waves across different brain regions that differentiate Iranian and Malaysian consumers’ subconscious engagement with caffeinated beverage brands during online purchase stages, utilizing biometric data-sensitive neuromarketing. A sample of 24 individuals was analyzed via Brain Mapping software and mixed ANOVA. Results revealed differences in Delta, Theta, and Beta band frequencies between groups. Iranian participants exhibited greater brain wave variation in response to brands like Hype and Rockstar, whereas Malaysians responded more to Red Bull and Monster. In the coffee category, Iranians reacted to Starbucks, Lavazza, and Ali Cafe, while Malaysians primarily responded to Nescafé. Product viewing showed Alpha wave changes opposite to Delta, Theta, and Beta waves. During purchase decisions, Beta and Gamma wave activity was higher in Iranians, notably in frontal and parietal lobes. These findings highlight cultural impacts on online consumer behavior and illustrate the role of beta and gamma waves in driving purchasing choices. The research offers valuable insights for tailoring neuromarketing strategies to different audiences and enhances understanding of consumer neuroscience.
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