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 (Journal Indexed in SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 52
  • Publication Date: 2018
  • Doi Number: 10.1108/ejm-12-2016-0864
  • Title of Journal : EUROPEAN JOURNAL OF MARKETING
  • Page Numbers: pp.224-243

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.