Measuring Neural Responses to Apparel Product Attractiveness

The purpose of this study was twofold: (a) to investigate a neural mechanism of apparel product attractiveness and (b) to compare consumers’ brain responses to apparel product attractiveness with their self-reported responses. Based on Davidson’s frontal asymmetry theory, the researchers explored whether hemispheric asymmetry actually exists when consumers view apparel products with different levels of attractiveness. A total of 34 right-handed college students participated in the electroencephalography experiment. Measurements were obtained by recording the electrical activity of the left and right frontal areas of the brain while subjects were viewing apparel products. Supporting Davidson’s theory, the researchers found that a statistically significant difference of frontal asymmetry exists between attractive and unattractive apparel products. The findings of this study suggest that the frontal asymmetry score can be an alternative way to measure consumers’ unconscious responses to apparel product attractiveness.