EEG-Based Analysis of Consumer Neurological Responses to Energy Drink Brands: A Cross-Cultural Study in Iran and Malaysia

Abstract

Objective: This study investigates the differences in brain physiological responses (BPR) of Iranian and Malaysian consumers when exposed to energy drink brands. Methods and Materials: A sample size of 24 participants was selected using G*Power software. Data were extracted using brain mapping software and analyzed through mixed ANOVA. Findings: The results showed that Iranian participants exhibited greater brainwave changes in response to the Hype and Rockstar brands. In contrast, Malaysian participants demonstrated stronger brain responses to the Red Bull and Monster brands. Changes in alpha and gamma waves highlighted their significance as indicators for studying consumer responses in different cultures. This study demonstrates the value of EEG-based neuromarketing in identifying cultural differences in consumer behavior. Variations in brain physiological responses between Iranian and Malaysian participants reveal the impact of cultural preferences on brand perception. Alpha and gamma wave changes emerge as key indicators, providing insights for creating culturally tailored marketing strategies. Conclusion: The findings underscore the significance of understanding the neural correlates of consumer preferences and encourage further investigation into the cultural influences on consumer responses to advance the field of neuromarketing.