Neural Correlates of Purchasing Decisions in an Ecologically Plausible Shopping Scenario with Mobile fNIR Technology

Date

2016-07-22

Author

Çakır, Murat Perit
Girisken, Yener
Demircioglu, Ari K.

Metadata

Show full item record

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Item Usage Stats

195
views

0
downloads

In this paper we present our preliminary findings for the neural correlates of purchasing decisions made in a computerized setting as well as in an ecologically plausible supermarket environment. Participants who were randomly recruited from a database of typical customers maintained by a marketing consultancy company were given a specific budget and asked to make purchasing decisions for basic grocery items in two separate conditions. In the first condition, participants made their decisions in a computerized scenario, where in each trial a single product and its price were displayed for a fixed duration of time, and then the participants clicked on buttons to specify which products they wish to purchase. In the second experiment, participants made similar purchasing decisions while wandering around a custom-made grocery aisle with shelves including physical products. In both conditions participants' brain activities in their prefrontal cortices as well as their eye movements were recorded with a wireless fNIR device and a glass eye tracker respectively. In both conditions we observed higher mean oxygenation levels for the purchase decisions at the left dorso-medial prefrontal cortex. Despite the limited sample size, the oxygenation trends were similar in both purchasing situations. Our preliminary findings suggest that fNIR can effectively be employed to investigate neural correlates of purchasing behavior in ecological settings.

Subject Keywords

Decision making, Neuroergonomics, Neuroeconomics, Optical brain imaging, Mobile fNIR

URI

https://hdl.handle.net/11511/31120

DOI

https://doi.org/10.1007/978-3-319-39955-3_13

Conference Name

10th International Conference on Augmented Cognition (AC) Held as Part of 18th International Conference on Human-Computer Interaction (HIC International)

Collections

Graduate School of Informatics, Conference / Seminar

Suggestions

OpenMETU
Core

Neural correlates of purchasing behavior in the prefrontal cortex an optical brain imaging study Çakır, Murat Perit; Çakar, Tuna (null; 2015-07-23) Existing neuroimaging studies in decision making predominantly employ the fMRI method. Despite its superior spatial resolution, fMRI is an expensive and impractical neuroimaging technology for purchasing behavior studies in the field. This study aims to explore the role of prefrontal cortex during purchasing behavior by utilizing functional near-infrared (fNIR) spectroscopy; a low-cost, non-invasive and portable optical brain imaging methodology. The findings suggest that fNIRS can be effectively used for d...
Bridging Brain and Educational Sciences: An Optical Brain Imaging Study of Visuospatial Reasoning Çakır, Murat Perit; Izzetoglu, Meltem; Shewokis, Patricia A.; Izzetoglu, Kurtulus; Onaral, Banu (2011-10-22) In this paper we present an experimental study where we investigated neural correlates of visuospatial reasoning during math problem solving in a computer-based environment to exemplify the potential for conducting interdisciplinary research that incorporates insights from educational research and cognitive neuroscience. Functional near-infrared spectroscopy (fNIRS) technology is used to measure changes in blood oxygenation in the dorsolateral and inferior prefrontal cortex while subjects attempt to solve t...
An investigation of the neural correlates of purchase behavior through fNIRS Çakır, Murat Perit; Girisken, Yener; Yurdakul, Dicle (2018-01-01) Purpose This study aims to explore the plausibility of the functional near-infrared spectroscopy (fNIRS) methodology for neuromarketing applications and develop a neurophysiologically-informed model of purchasing behavior based on fNIRS measurements.
Understanding consumer innovativeness via theory of goal directed behavior: an investigation of factors affecting adoption of online games Baybaş, Gülnur; Yılmaz, Cengiz; Department of Business Administration (2015) This study aims to analyze the factors behind adoption of online games, using a theoretical foundation based mostly on the theory of goal-directed behavior and diffusion of innovations model. Factors affecting the adoption behavior are determined on the basis of the goal directed behavior theory, and differences between adopter categories of online game buyers are investigated by applying Rogers’ diffusion of innovations (DOI) theory. Online survey was conducted to reach target group by using social media a...
An Inquiry on sustainability and consumption through single-use disposable products Özer, Damla; Börekçi, Naz Ayşe Güzide Z.; Department of Industrial Design (2017) The research area of this study is sustainability, material culture, and sustainable consumption, and in this context it deals with the example of single-use disposable products. This thesis aims to explore the reasons for and implications of widespread use of single-use disposable products (SUDPs) in terms of sustainable consumption; to understand the underlying patterns of and challenges for responsible consumers` experiences with SUDPs; and to investigate how responsible consumers relate themselves to th...

Citation Formats

M. P. Çakır, Y. Girisken, and A. K. Demircioglu, “Neural Correlates of Purchasing Decisions in an Ecologically Plausible Shopping Scenario with Mobile fNIR Technology,” Toronto, CANADA, 2016, vol. 9743, Accessed: 00, 2020. [Online]. Available: https://hdl.handle.net/11511/31120.