Visualizing the IKEA effect: experiential consumption assessed with fNIRS-based neuroimaging
IntroductionIn recent years, experiential consumption, which refers to purchases involving hedonic experiences, has been gathering attention in marketing research. Experiential consumption is closely related to cognitive biases, and among them, we focus on the IKEA effect, which is a cognitive bias...
Main Authors: | Hiroki Oishi, Kenta Nakazawa, Tomoki Takahashi, Yasushi Kyutoku, Ippeita Dan |
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Format: | Article |
Language: | English |
Published: |
Frontiers Media S.A.
2023-04-01
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Series: | Frontiers in Neuroergonomics |
Subjects: | |
Online Access: | https://www.frontiersin.org/articles/10.3389/fnrgo.2023.1129582/full |
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