The Application of Mobile fNIRS in Marketing Research—Detecting the “First-Choice-Brand” Effect

The Application of Mobile fNIRS in Marketing Research—Detecting the “First-Choice-Brand” Effect

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 fu...

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Bibliographic Details
Main Authors: Caspar Krampe, Nadine Ruth Gier, Peter Kenning
Format: Article
Language:English
Published: Frontiers Media S.A. 2018-11-01
Series:Frontiers in Human Neuroscience
Subjects:
fNIRS
first-choice-brand effect
“neuro-marketing”
consumer neuroscience
shopper neuroscience
neuroimaging
Online Access:https://www.frontiersin.org/article/10.3389/fnhum.2018.00433/full

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https://www.frontiersin.org/article/10.3389/fnhum.2018.00433/full

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