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Neuro-evaluation of price influence on skin care products sensorial profile

JOHN JIMÉNEZ*, DANIEL SÁNCHEZ, ANGELA SÁNCHEZ
Belcorp R&D Center, Carretera Central Norte Km 22, Vereda Canavita, Tocancipá, Colombia

KEYWORDS: Electroencephalography, price changes, sensorial analysis.
ABSTRACT:
Studies on the purchase decision indicate that the perceived value about a product is related to the sensory experience that consumers have with this, but variables such as brand and price can affect their judgment. The present study demonstrates the influence of price changes in the sensory perception of a cosmetic facial treatment, using electroencephalography as a technique to detect brain activation patterns associated with pleasure and interest for a stimulus. The experimental design began with the identification of associated brain patterns to elements of high and low values, which were used for the execution of seco