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

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2018
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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 "" effect-by using mobile fNIRS. The research findings show that mobile fNIRS appears to be an appropriate neuroimaging method for research in the field of "neuro-marketing" and consumer neuroscience. Additionally, this research work presents guidelines, enabling marketing scholars to utilise mobile fNIRS in their research work.
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krampe2018thefrontiers Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Krampe, Caspar;Gier, Nadine Ruth;Kenning, Peter;
Journal Frontiers in human neuroscience
Year 2018
DOI
10.3389/fnhum.2018.00433
URL
Keywords
neuroimaging fnirs consumer neuroscience first-choice-brand effect shopper neuroscience “neuro-marketing”

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