The results of the following study show that among various neurophysiological measures, only the frontal asymmetry index measured with electroencephalography was significant in predicting further purchase decisions. The decision to buy was also influenced by the brand type (national brand or private label). Data from 21 participants were recorded during exposure to 20 fast-moving consumer goods. The electroencephalographic signal from the frontal lobe (F3 and F4) served to calculate the frontal asymmetry index for alpha, beta, and gamma bands. Electromyographic electrodes were placed on the zygomaticus major and corrugator supercilii muscles, whereas the galvanic skin responses were gathered from the forefinger and ring finger of the nondominant hand. Eye tracking glasses were used to control for eye movements. After product exposure, participants filled in the Purchase Intentions Scale, which then served to assess the final binary decision. A logistic regression model was applied to determine which neurophysiological factors play a crucial role in predicting a purchase decision and whether the brand type is relevant. The prediction rate of the resulting model was 65.8%. The article describes the possible implications of these results.

中文翻译：

---

EEG 额叶不对称对国家品牌和自有品牌的产品购买预测不同。

以下研究的结果表明，在各种神经生理学指标中，只有脑电图测量的额叶不对称指数对预测进一步的购买决策具有显着意义。购买决定还受到品牌类型（国家品牌或自有品牌）的影响。在接触 20 种快速消费品期间记录了 21 名参与者的数据。来自额叶（F3 和 F4）的脑电图信号用于计算 alpha、beta 和 gamma 波段的额叶不对称指数。肌电电极放置在颧大肌和皱眉肌上，而皮肤电反应则从非惯用手的食指和无名指收集。眼动追踪眼镜用于控制眼球运动。产品曝光后，参与者填写购买意向量表，然后用于评估最终的二元决策。应用逻辑回归模型来确定哪些神经生理因素在预测购买决策中起关键作用，以及品牌类型是否相关。所得模型的预测率为 65.8%。文章描述了这些结果的可能影响。