Insight into the effect of Dried Ginger-Coriander Drink on the Neurological Behaviour of Consumer Decision Making in Retail Environment

Abstract

Retail settings are often known to subject consumers to cognitive overburden and mental exhaustion, and therefore produce a negative effect on mood, the allocation of attention, and decision-making. In light of the present-day neuromarketing and food neuroscience, beverages naturally prepared and supplemented with bioactive phytochemicals can be used to influence psychophysiological processes which can be associated with emotional balance, cognitive alertness and stress reduction. According to this school of thought, these nutritive interventions may promote a more balanced affective states in shoppers, which may result in a better quality of their retail experience and the soundness of their buying decisions. To test this hypothesis empirically, the current study investigated the psychological and behavioural effects of a traditionally made drink of Dried Ginger-Coriander on the affective state and decision-making behaviour of consumers in a realistic retail environment. The quantitative experimental approach was used, and 300 consumers who consumed the Dried Ginger-Coriander drink during the shopping process served as the study sample. The subjects’ self-reported responses regarding mood, alertness, mental concentration, stress alleviation, interest in the shopping environment, and purchase intention were recorded on a five-point Likert scale. The statistical analysis was performed with the help of SPSS, and the descriptive statistics and one-way Analysis of Variance (ANOVA) were used to verify the proposed hypotheses. The findings showed statistically significant improvements in those who drank the beverage and included improvements in the perceived energy, alertness, and clarity of mind, as well as a decrease in stress and enjoyment of the shopping experience (p < 0.05). The behavioural outcomes also revealed increased product interest, an increased length of time spent at the store and a greater purchase intention. The combination of these results shows that Dried Ginger -Coriander drink has a positive effect on the cognitive states and consumer decision-making behaviour, which confirms its potential as an ethical, natural intervention to promote consumer well-being and enhance deeper engagement in retail settings.