Copy For Citation
ÇAKIR M. P., ÇAKAR T., Girisken Y., Yurdakul D.
EUROPEAN JOURNAL OF MARKETING, vol.52, pp.224-243, 2018 (SSCI)
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Publication Type:
Article / Article
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Volume:
52
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Publication Date:
2018
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Doi Number:
10.1108/ejm-12-2016-0864
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Journal Name:
EUROPEAN JOURNAL OF MARKETING
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Journal Indexes:
Social Sciences Citation Index (SSCI), Scopus
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Page Numbers:
pp.224-243
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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
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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.