TY  - JOUR
T1  - Brain Wave and Consumer’s Choice in Response to Advertisement
AU - Fauzan, Norsiah AU - Rajendran, Sandhesa 
JO  - The Social Sciences
VL  - 14
IS  - 11
SP  - 370
EP  - 374
PY  - 2019
DA  - 2001/08/19
SN  - 1818-5800
DO  - sscience.2019.370.374
UR  - https://makhillpublications.co/view-article.php?doi=sscience.2019.370.374
KW  - Brain wave
KW  -consumer’s choice
KW  -QEEG
KW  -milk powder
KW  -temporal area
KW  -advertisement
AB  - An assessment of brain wave on mind behavior of consumers from six participants were conducted
while watching advertisement stimuli with two brands of milk powder (Enfagrow and Dugrow). Six participants
volunteered for the study and their brain waves were recorded to measure their frequencies during their
engagement and decision making. The analysis showed higher activity of beta and alpha were stimulated while
watching Enfagrow, Dugro advertisement stimulated higher theta in the frontal area and temporal area,
especially, at T6-Av with (19.83 uV<sup>2</sup>) amplitude compared to Enfagrow advertisement with (2.99 uV<sup>2</sup>)
amplitude.
ER  -