Assessing functional impulsivity using functional near-infrared spectroscopy.

ABSTRACT:

Introduction

In neuromarketing, a recently developing, inter-disciplinary field combining neuroscience and marketing, neurophysiological responses have been applied to understand consumers' behaviors. While many studies have focused on explicit attitudes, few have targeted implicit aspects. To explore the possibility of measuring implicit desire for a product, we focused on functional impulsivity related to obtaining a product as a reward and devised a product-rewarded traffic light task (PRTLT). The PRTLT requires participants to take risks under time pressure in order for them to maximize rewards in the form of commercial products, with the brand of products being an independent variable. Thus, we explored the feasibility of applying a PRTLT in a neuromarketing context to implici

SUBMITTER: Nakazawa K 

PROVIDER: S-EPMC10790886 | biostudies-literature | 2023

REPOSITORIES: biostudies-literature