Aplicación de técnicas de neurociencia para el análisis de la percepción del consumidor de frutos secos

The aim of this study was to analyse the conscious (hedonic scales and EsSense Profile®) and unconscious (Electroencephalography and Galvanic Skin Response) consumer responses to two types of nuts, fried almonds and peeled nuts from two different supermarkets. Significant visual and taste differences were found for fried almonds, showing greater affinity for the A chain. For peeled nuts, no significant differences were found; consumers perceived them in a similar way. This study demonstrates the value of consumer neuroscience as a complement to other consumer preference analysis techniques.

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