Bak SuJin, Shin Jaeyoung, Kim Daeun, Kim Sungkean
Advanced Institute of Convergence Technology, Suwon, Gyeonggi-do, South Korea.
Department of AI Data Engineering, Korea National University of Transportation, Uiwang, Gyeonggi-do, South Korea.
PLoS One. 2025 Jun 17;20(6):e0326213. doi: 10.1371/journal.pone.0326213. eCollection 2025.
This study investigates the consumer behavior patterns for Korean red ginseng products using functional near-infrared spectroscopy (fNIRS), a neuroimaging device. By measuring brain activities, we aim to develop neuromarketing techniques and provide insights into consumer purchasing decisions influenced by the aesthetic features of product packaging.
Using an fNIRS device, we measured the hemodynamic responses of 50 healthy participants within the prefrontal cortex (PFC) during virtual purchase-response paradigm experiments. These experiments consisted of two scenarios depending on the purpose of purchasing red ginseng products; purchasing for self-consumption and purchasing as gifts for others. These two purchase scenarios were designed to elucidate the relationship between two purchasing scenarios and aesthetic product packaging.
We observed distinct differences in purchasing behavior between the two scenarios influenced by the packaging of red ginseng products. We found significantly higher prefrontal ∆HbO activation during the gift-giving condition (Task 1) compared to self-consumption (Task 2). Survey results also indicated greater purchase intention (M = 4.35) and great packaging satisfaction (M = 4.18) in Task 1 (p < 0.01) compared to Task 2. No significant differences were observed across gender or age groups. These findings suggest that packaging has a differentiated effect depending on the purchasing context.
Our findings highlight the need for customized marketing strategies while proposing separate packaging designs for self-consumption and gifts. This study demonstrates the potential of neuromarketing technology based on fNIRS in predicting consumer behavior and improving marketing strategies.
Understanding the neural mechanisms of purchasing decisions enables Korean health functional food companies to align their marketing strategies with consumer preferences, thereby enhancing both sales performance and customer satisfaction.
本研究使用神经成像设备功能性近红外光谱（fNIRS）调查韩国红参产品的消费者行为模式。通过测量大脑活动，我们旨在开发神经营销技术，并深入了解受产品包装美学特征影响的消费者购买决策。
我们使用fNIRS设备，在虚拟购买反应范式实验中测量了50名健康参与者前额叶皮层（PFC）的血液动力学反应。这些实验根据购买红参产品的目的分为两种情况；为自己购买和作为礼物送给他人。这两种购买情况旨在阐明两种购买情况与产品包装美学之间的关系。
我们观察到，受红参产品包装影响，两种情况下的购买行为存在明显差异。我们发现，与自我消费（任务2）相比，在送礼情况下（任务1）前额叶∆HbO激活显著更高。调查结果还表明，与任务2相比，任务1中的购买意愿更高（M = 4.35），对包装的满意度也更高（M = 4.18）（p < 0.01）。在性别或年龄组之间未观察到显著差异。这些发现表明，包装根据购买背景具有不同的影响。
我们的研究结果强调了定制营销策略的必要性，同时建议为自我消费和礼物设计单独的包装。本研究证明了基于fNIRS的神经营销技术在预测消费者行为和改进营销策略方面的潜力。
了解购买决策的神经机制使韩国健康功能性食品公司能够使其营销策略与消费者偏好保持一致，从而提高销售业绩和客户满意度。
