Neural correlates of purchasing behavior in the prefrontal cortex an optical brain imaging study

Date

2015-07-23

Author

Çakır, Murat Perit
Çakar, Tuna

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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 developing a neuro-physiologically informed, predictive model of purchasing behavior based on multivariate effects of activations in frontopolar, dorso-medial and dorso-lateral prefrontal cortex.

Subject Keywords

Neuroeconomics, Neuromarketing, Purchasing behavior, Decision making, Optical brain imaging, fNIR

URI

https://mindmodeling.org/cogsci2015/papers/0061/index.html
https://hdl.handle.net/11511/87566
https://cognitivesciencesociety.org/wp-content/uploads/2019/03/cogsci15_proceedings.pdf

Conference Name

CogSci 2015 Annual Meeting of the Cognitive Science Society, 23 - 25 July 2015

Collections

Graduate School of Informatics, Conference / Seminar

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Citation Formats

M. P. Çakır and T. Çakar, “Neural correlates of purchasing behavior in the prefrontal cortex an optical brain imaging study,” Pasadena, USA, 2015, p. 297, Accessed: 00, 2021. [Online]. Available: https://mindmodeling.org/cogsci2015/papers/0061/index.html.