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 second phase of the study, where it was showed that a high price labeled on a product improved their perceived sensory attributes, even compared to an identical formula but labeled with a lower price. The results suggest that in cosmetic products, the reward perceived by consumers is related to both sensory experience and external elements that increase the perceived value, like the price. < ...
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