Neuromarketing
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General Objective: To analyze and assess the recognizability of food logos to determine which ones are more familiar. Specific Objectives: 1. Identify neuronal activation patterns related to food establishment logos to determine key brain areas involved in recognition. 2. Investigate if food establishment logo identification influences EEG-measured neuronal activity, determining whether logos elicit distinct responses compared to the absence of identification. To better understand how marketing strategies influence the perception of food products and the survival of companies in the food sector, it is essential to address the issue of the lack of consumers in restaurants by developing a precise and effective marketing strategy. Currently, the survival of a restaurant depends largely on its presence in the market, making the design of its logo a fundamental element, as it summarizes the business's story in a single symbol. For this study, the null hypothesis (H0) posits that 75% or less of the population can correctly identify companies by their logos. In other words, the null hypothesis assumes that if 75% of the volunteers recognize the logo, it is considered familiar. 15 students where recruited from Tecnológico de Monterrey with residence in the "Distrito Tec," without gender or age restrictions. Procedure: The subject is given instructions and doubts are clarified. Once the consent form for the public use of obtained data is signed the study is initiated. A 1-minute baseline is taken with eyes open, looking at a fixed point while sitting. After this, 30 visual stimuli "logos" from low(<$200 MXN per person), medium ($250-$400 MXN per person), and high-end(>$450 MXN per person) restaurants are randomly displayed for 3 seconds each, each followed by a closed-ended question, "Do you recognize this logo?" . A 3 second interval to respond to the question is given Experimental set up: To record EEG, we will use a UNICORN BLACK device, which has 8 channels, including "Fz, Cz, Pz, Oz, C3, C4, Po7, Po8," and it operates at an SR of 250 Hz. For visual stimulation, a laptop will be used to display the experimental paradigm with a duration of 4 minutes. Processing: Raw data will be stored in EDF and GDF formats
总体目标：分析并评估食品类标识的可识别性，以确定哪些标识更易被大众熟知。 具体目标：1. 识别与餐饮品牌标识相关的神经元激活模式，明确参与识别过程的关键脑区。2. 探究餐饮品牌标识的识别是否会影响脑电图（electroencephalogram, EEG）所测得的神经元活动，确定相较于未识别的情况，该类标识是否会引发特异性神经响应。 为更深入理解营销策略如何影响食品产品的感知以及食品行业企业的生存，亟需针对餐饮行业消费者流失问题展开研究，通过制定精准高效的营销策略以解决该问题。当前，餐饮企业的生存很大程度上取决于其市场存在感，而标识作为能够以单一符号凝练企业故事的载体，其设计自然成为核心要素。 本研究的原假设（H₀）指出，能够通过标识正确识别对应企业的人群占比不超过75%。换言之，原假设假定：若有75%及以上的志愿者能够识别某标识，则该标识可被视为熟知的标识。 本研究共招募15名居住于“Distrito Tec”的蒙特雷理工学院（Tecnológico de Monterrey）学生，未对性别与年龄设置限制。 实验流程：首先向受试者讲解实验流程并澄清疑问，待受试者签署数据公开使用同意书后，实验正式启动。首先进行1分钟的睁眼基线记录，受试者需静坐并注视固定点。随后，随机呈现30个来自不同价位餐饮品牌的视觉刺激物（即标识）：其中包括低端（人均消费<200 MXN）、中端（人均消费250-400 MXN）以及高端（人均消费>450 MXN）餐厅，每个标识展示时长为3秒，随后呈现一道封闭式问题：“你是否认识该标识？”，受试者需在3秒的响应窗口期内完成作答。 实验装置：本次实验将采用UNICORN BLACK设备采集脑电图数据，该设备配备8个通道，分别为Fz、Cz、Pz、Oz、C3、C4、Po7、Po8，采样率（sampling rate, SR）为250 Hz。视觉刺激将通过笔记本电脑呈现，整个实验范式的时长为4分钟。 数据处理：原始数据将以EDF与GDF格式进行存储。
