Speaker
Description
This study explores physiological indicators associated with consumer preferences through the use of electromyography (EMG) of the submental muscle in a virtual supermarket context. By observing 60 healthy participants in a simulated environment, the EMG of the submental muscle is analyzed to determine its correlation with preferences scores rated by participants. The submental muscle, part of the suprahyoid muscle group involved in chewing and swallowing movements, is studied for its connection with reward valuation circuits. Preliminary results suggest an increase in submental muscle activity for preferred and more appetizing products, indicating a predictive potential of this electrophysiological measure in real food choices. This research offers new insights into the physiological bases of consumer preferences, highlighting the importance of the submental muscle as a predictive index in purchase decisions in complex environments.
Keywords: Consumer Preferences; Electrophysiological indices; Virtual Reality; Food Choice; Reward System
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