Brain based assessment of consumer preferences for cognition enhancing hot beverages

Abstract

A current trend in food advertising is to emphasize the benefits provided by such products. However, the impact of such messaging on consumer decision-making and cognition is not well understood. Using a new generation of wearable and portable neuroimaging sensors, brain activity can be monitored and used to analyze how consumers respond to product communications and engage with products. In a controlled multi-day study, we explored the effects of product promotions and how they influence consumer preference and cognition. We measured brain activity using functional near infrared spectroscopy (fNIRS) that monitored the anterior prefrontal cortex of participants during behavioral tasks as well as hot beverage drinking. Results indicated fNIRS-based brain activity is related to the varying task load levels consistent with neural efficiency hypothesis. Moreover, promotional material and the cognition enhancing beverage appear to be influencing the participants and requiring less mental effort during the tasks when compared to the control.