The research examines the influence of price as product cues on consumer’s perception and evaluation by using the applicationrnof electroencephalogram (EEG). This method can give objective information about consumer reactions towards product cues that will drivernconsumer’s choice. The main research objective was to observe and evaluate consumer’s brain activity in different brain regions while theyrnwere being exposed by several price levels (low, medium, high) of underwear as stimuli and focused mainly on liking/disliking the stimuli.rnThe participants consist of 10 female and 10 male consumers within 18-24 years old, have normal vision, right handed, and considered asrnpotential purchasers of underwear. The participant’s brain activity was collected using Emotiv EPOC neuroheadset (EEG) withrninternational 10/20 system and was obtained in Beta frequency bands (13–30 Hz). The result indicated that there was a clear andrnsignificant change (p