Assessing Cerebral and Emotional Activity During the Purchase of Fruit and Vegetable Products in the Supermarkets

In this chapter, we presented the findings of an experiment aimed to investigate cerebral and emotional activity during the purchase of fruit and vegetable products in a supermarket. In particular, we measured the brain activity—through the electroencephalogram (EEG)—and the eye gaze of individuals visiting specific areas of a supermarket, and focused particularly on the purchase of some products in the fruit and vegetables department. The group was equally divided according to the occupation (50% workers and 50% non-workers), and chosen on the basis of specific socio-demographic features and of intrinsic characteristics, like the sensitivity to local rather than global food. Comparisons of neuro- and biometric indices previously defined (pleasantness, memorization, interest and, emotion) have been performed to highlight differences between the customers’ perception of the products—also compared to other product categories. Findings show how EEG methodologies, along with the measurements of autonomic variables, could be used to obtain information not obtainable otherwise with verbal interviews. The analysis of the emotions aroused during the shopping experience, investigated with modern techniques of brain-marketing, could help to analyze the perception of fruit and vegetable products—whose consumption is in decline in Italy since this is not an ‘emotionally appealing’ product category—according to the consumer’s actions and emotions.