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 İndekslerine Giren Dergi) identifier identifier

  • Cilt numarası: 52
  • Basım Tarihi: 2018
  • Doi Numarası: 10.1108/ejm-12-2016-0864
  • Dergi Adı: EUROPEAN JOURNAL OF MARKETING
  • Sayfa Sayıları: ss.224-243

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.