Brain Based Assessment of Consumer Preferences for Cognition Enhancing Hot Beverages

  • Amanda SargentEmail author
  • Jan Watson
  • Yigit Topoglu
  • Hongjun Ye
  • Wenting Zhong
  • Rajneesh Suri
  • Hasan Ayaz
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 953)


A current trend in food advertising is to emphasize the benefits provided by such products. However, the impact of such messaging on consumer decision-making and cognition is not well understood. Using a new generation of wearable and portable neuroimaging sensors, brain activity can be monitored and used to analyze how consumers respond to product communications and engage with products. In a controlled multi-day study, we explored the effects of product promotions and how they influence consumer preference and cognition. We measured brain activity using functional near infrared spectroscopy (fNIRS) that monitored the anterior prefrontal cortex of participants during behavioral tasks as well as hot beverage drinking. Results indicated fNIRS-based brain activity is related to the varying task load levels consistent with neural efficiency hypothesis. Moreover, promotional material and the cognition enhancing beverage appear to be influencing the participants and requiring less mental effort during the tasks when compared to the control.


Functional near infrared spectroscopy Cognition Consumer behavior Promotions Neural efficiency 


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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  • Amanda Sargent
    • 1
    Email author
  • Jan Watson
    • 1
  • Yigit Topoglu
    • 1
  • Hongjun Ye
    • 2
  • Wenting Zhong
    • 2
  • Rajneesh Suri
    • 2
    • 3
  • Hasan Ayaz
    • 1
    • 3
    • 4
    • 5
  1. 1.School of Biomedical Engineering, Science and Health SystemsDrexel UniversityPhiladelphiaUSA
  2. 2.LeBow College of BusinessDrexel UniversityPhiladelphiaUSA
  3. 3.Drexel Business Solutions InstituteDrexel UniversityPhiladelphiaUSA
  4. 4.Department of Family and Community HealthUniversity of PennsylvaniaPhiladelphiaUSA
  5. 5.Center for Injury Research and PreventionChildren’s Hospital of PhiladelphiaPhiladelphiaUSA

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