Comparative comparison of the physiological response of the customers' brain to the brand of energy drinks using EEG (Case study: Iran and Malaysia)

Articles in Press

Document Type : Research Paper

Authors

1 PhD Student of Business Management, Semnan Branch, Islamic Azad University, Semnan, Iran

2 Associate Prof. & Chairman, Entrepreneurship and Commercialization Research Center, Semnan Branch, Islamic Azad University, Semnan, Iran,

3 Professor in Marketing Management, Department of Business Administration, Universiti Teknologi Malaysia, Johor, Malaysia.

10.22034/cbsj.2025.142492.2776

Abstract

Neuromarketing uses advanced techniques such as brain activity recording to assess consumer behavior and preferences more accurately than traditional marketing. Therefore, this study examines the differences in the physiological response of consumers' brains when exposed to energy drink brands. The statistical population of this study includes energy drink consumers in Iran and Malaysia. The number of samples was selected using G*Power software. The data for this research was extracted using Brain Mapping software and analyzed using the ANOVA method. The results of this study showed that the Iranian participants showed more wave changes to the Hype and Rockstar brands, and the Malaysian participants showed a more fantastic brain reaction to the Red Bull and Monster brands. Also, the changes in alpha and gamma waves in this study showed that these waves are solid indicators for investigating consumer responses in different cultures. This study helps to understand better the function of brain waves in consumer behavior and decision-making processes and suggests that complementary neural techniques should be used for neuromarketing research.

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Consumer Behavior Studies Journal

Articles in Press, Accepted Manuscript
Available Online from 14 September 2026

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