An fNIRS-based investigation of visual merchandising displays for fashion stores.

ABSTRACT: This paper investigates a brain-based approach for visual merchandising display (VMD) in fashion stores. In marketing, VMD has become a research topic of interest. However, VMD research using brain activation information is rare. We examine the hemodynamic responses (HRs) in the prefrontal cortex (PFC) using functional near-infrared spectroscopy (fNIRS) while positive/negative displays of four stores (menswear, womenswear, underwear, and sportswear) are shown to 20 subjects. As features for classifying the HRs, the mean, variance, peak, skewness, kurtosis, t-value, and slope of the signals for a 20-sec time window for the activated channels are analyzed. Linear discriminant analysis is used for classifying two-class (positive and negative displays) and four-class (four fashion stores) mode

SUBMITTER: Liu X 

PROVIDER: S-EPMC6289445 | biostudies-literature | 2018

REPOSITORIES: biostudies-literature