The Application of Mobile fNIRS in Marketing Research-Detecting the "First-Choice-Brand" Effect.

ABSTRACT: Recent research in the field of "neuro-marketing" shows promise to substantially increase knowledge on marketing issues for example price-perception, advertising efficiency, branding and shopper behaviour. Recently, an innovative and mobile applicable neuroimaging method has been proposed, namely functional near-infrared spectroscopy (fNIRS). However, this method is, in the research field of marketing, still in its infancy and is, consequently, lacking substantial validity. Against this background, this research work applied a convergent validity approach to challenge the validity of (mobile) fNIRS in the field of "neuro-marketing" and consumer neuroscience. More precisely, we aim to replicate a robust and well-investigated neural effect previously detected with fMRI-namely the "first-c

SUBMITTER: Krampe C 

PROVIDER: S-EPMC6222120 | biostudies-literature | 2018

REPOSITORIES: biostudies-literature