An investigation of the neural correlates of purchase behavior through fNIRS

ÇAKIR M. P., ÇAKAR T., Girisken Y., Yurdakul D.

EUROPEAN JOURNAL OF MARKETING, vol.52, pp.224-243, 2018 (SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 52
  • Publication Date: 2018
  • Doi Number: 10.1108/ejm-12-2016-0864
  • Journal Name: EUROPEAN JOURNAL OF MARKETING
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus
  • Page Numbers: pp.224-243
  • Keywords: Decision-making, Neuromarketing, Purchasing behavior, Purchasing decision, fNIRS, Optical brain imaging, MEDIAL ORBITOFRONTAL CORTEX, NEAR-INFRARED SPECTROSCOPY, DECISION NEUROSCIENCE, VALUE SIGNAL, CONSUMER, REPRESENTATION, PREFERENCE, IMPACT, BIAS
  • Middle East Technical University Affiliated: Yes

Abstract

Purpose This study aims to explore the plausibility of the functional near-infrared spectroscopy (fNIRS) methodology for neuromarketing applications and develop a neurophysiologically-informed model of purchasing behavior based on fNIRS measurements.