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ISSN : 1229-8778
This study provides an access to read people's physical responses towards a recent interest in neuro- marketing and make use of it, and tries to improve the accuracy of its interpretation using the survey and SAM (Self Assessment Manekin). In addition, the study examined the relationship between physical responses and behaviors to eat popcorn and drink coke to see that the interpretation could have any meaning of the actual behaviors. It presented stimulous of a film and measured people's physical responses with HR and SCR in order to induce consumer's emotional responses, then confirming that participants had reactions to report their own through the survey and SAM. As a result of the study, the difference of the physical reaction is only showed on SCR and it can be changed depending on the level of HR about the relationship between physical reactions and behaviors to eat popcorn and drink coke. According to the relationship between the response of the participants appeared in SAM and the survey and physical reactions, the participants showed higher response of HR when they had watched movie before and it shows the meaning of HR on attention, which gives the meaning of arousal in HR; the higher arousal the participants self-reported, the higher response of HR. Thus, this study provieds more valid method to approach physical-response responses through the various interpretation of physical-response using a combination of surveys and SAM.
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