An investigation of the neural correlates of purchase behavior through fNIRS

---

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

EUROPEAN JOURNAL OF MARKETING, cilt.52, ss.224-243, 2018 (SSCI, Scopus)

• Yayın Türü: Makale / Tam Makale
• Cilt numarası: 52
• Basım Tarihi: 2018
• Doi Numarası: 10.1108/ejm-12-2016-0864
• Dergi Adı: EUROPEAN JOURNAL OF MARKETING
• Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus
• Sayfa Sayıları: ss.224-243
• Anahtar Kelimeler: 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
• Orta Doğu Teknik Üniversitesi Adresli: Evet

Özet

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.