Willingness-to-Pay-Associated Right Prefrontal Activation During a Single, Real Use of Cosmetics as Revealed by Functional Near-Infrared Spectroscopy.

ABSTRACT: Use of applied neuroscience to complement traditional methods of consumer research is increasing. Previously, fMRI has shown that prefrontal activity contains information relating to willingness-to-pay (WTP). The aim of the present study was to determine if functional near infrared spectroscopy (fNIRS) can record WTP-related brain activation in the dorsolateral prefrontal cortex (DLPFC) during a single, real use of cosmetic products. Thirty female participants, were divided into two groups (one low frequency users of foundation and one high frequency users of foundation), asked to apply different foundations to their face and then record how much money they were willing to pay. The oxyhemoglobin time series was analyzed with the GLM and the correlation between the beta scores for the found

SUBMITTER: Kawabata Duncan K 

PROVIDER: S-EPMC6369365 | biostudies-literature | 2019

REPOSITORIES: biostudies-literature