Neuroscience applied to consumption to evaluate the emotional tasting experience and predict the purchase decision for coffee with Brazilian geographical indication: the moderating role of environmental awareness and the search for information on coffee

• Grant number: 24/08624-8
• Support Opportunities: Scholarships in Brazil - Post-Doctoral
• Start date: January 01, 2025
• End date: December 31, 2026
• Field of knowledge: Applied Social Sciences - Administration - Administration of Specific Sectors
• Principal Investigator: Janaina de Moura Engracia Giraldi
• Grantee: Natália Munari Pagan
• Host Institution: Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto (FEARP). Universidade de São Paulo (USP). Ribeirão Preto , SP, Brazil

Abstract

The main objective of this research is to evaluate the emotional tasting experience and the prediction of the purchase decision for coffee with a Brazilian geographical indication. The secondary objectives are to evaluate the influence of 1) consumer environmental awareness and 2) search for information about coffees in relation to the emotional experience and the prediction of the purchase decision for coffee with a Brazilian geographical indication. For this, an innovative approach to neuroscience applied to consumption will be used using the electroencephalography (EEG) tool to record the participants' brain responses. A study will be carried out with an experimental group and a control group with students from the University of São Paulo Ribeirão Preto campus. In the experimental group, two coffees will be randomly presented for tasting - one with a geographical indication (Café do Cerrado Mineiro) and the other without a geographical indication (Café 3 Corações). In the control group, no information will be presented, only the coffee will be tasted. The coffees will be the same in all studies (from the Utam brand) and only the information related to the geographical indication will be manipulated. As a method of data processing and analysis, Independent Component Analysis, Fast Fourier Transform, Power Spectral Analysis, Frontal Asymmetry Analysis and the U Test will be carried out. This study will benefit literature, managers and society at large. investigating the influence of geographical indication on the emotional tasting experience and the prediction of the purchase decision.