| Penulis/Author |
Sri Indrawati (1); Prof. Ir. Subagyo, Ph.D., IPU, ASEAN Eng. (2) ; Ir. Agus Darmawan, S.T., M.S., Ph.D., IPM., ASEAN Eng. (3) |
| Abstrak/Abstract |
Most studies on consumer behavior toward circular products predominantly utilize traditional methods, which may fail to accurately reflect the complexities of consumer intention and frequently confront issues like straight-lining responses. This condition highlights the need for neuroscience approaches to provide more quantitative insights. Neuroscience has gained insight into consumer behavior by involving complex relationships between perception, emotion, and cognition. Studies using electroencephalography (EEG) have shown potential in predicting consumer preferences. These studies usually concern consumer behavior toward brown products. In contrast, greater emphasis should be placed on green products, such as circular products. The purchase of circular products, as a form of circular behavior, involves a more complex and future-oriented decision-making process. This study is designed to predict circular product intention based on neural activity. Sensory modalities, particularly tactile and visual engagement, were used to provide sensory product information in this study. The tactile engagement involved participants feeling the texture of circular products, and in visual engagement, the participants observed the shape and color of these products. Subsequently, the participants answered questions related to circular product purchase intention while being monitored using EEG. Brain responses were then extracted into two main features: power spectral density (PSD) and frontal brain asymmetry. The results show that nine types of EEG features were representative in defining the level of purchase intention. The combination of each type of feature was able to classify circular product purchase intention with better accuracy. The combination of various feature types in building the predictive model effectively classified circular product purchase intention with improved accuracy. This study provides valuable theoretical insights and practical implications, highlighting opportunities for applying the model to enhance understanding of consumer behavior and inform targeted marketing strategies. |
