The study by researchers from IDLab and the Centre for Cognitive Neuroscience at HSE - Perm has made it to the top 30 world's best in the field of neuromarketing!

The article by the scientific researchers Daria Semenova, Sofia Kulikova, Julia Zaripova in collaboration with IDLab senior research fellow Mariia Molodchik titled "Measuring effects of packaging on willingness-to-pay for chocolate: Evidence from an EEG experiment" has been published in the journal Food Quality and Preference and included in the Neuromarketing Yearbook 2024.

The study conducted by researchers from the Perm campus of NRU HSE, which was featured in the NMSBA association's compilation, explores the willingness of consumers to pay for chocolate. The authors utilized electroencephalography as a method to investigate the neurophysiological reactions of the brain. The research revealed that consumers are willing to pay 10% more for premium-class chocolate. However, knowledge of the chocolate being inexpensive decreases the willingness to pay by 13%. The overall trend indicated that men are willing to pay 8.8 monetary units more for chocolate compared to women.

Read more about the study in the post.