EUROPEAN JOURNAL OF MARKETING, vol.52, pp.224-243, 2018 (Journal Indexed in SSCI)
Article / Article
Title of Journal :
EUROPEAN JOURNAL OF MARKETING
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.