ニューロマーケティングを用いた製剤開発への提案——スキンケア化粧品を題材とした事例の紹介——

抄録

We applied P300 and IAT methods to identify differences in sensory information associated with feelings of attachment to carbonated foam between regular and non-regular users. Results indicated no significant difference between the two users on subjective evaluation of carbonated foams’ sensory aspects. However, P300 analysis indicated that P300 amplitude for “white to transparent” and “fluffy snow” was significantly higher in regular users. Moreover, the IAT analysis showed that reaction times to the stimulus word, “hard foam,” was significantly delayed in regular users under the self and carbonated foam incongruent condition. These results indicate that differences in unconscious responses to visuotactile elements of carbonated foam might contribute to the feelings of attachment to carbonated foam. Collectively, P300 measurement combined with the IAT method might identify affective aspects of skin care cosmetics that are not observed in conventional surveys.