Neural Correlates of Purchasing Behavior in the Prefrontal Cortex: An Optical Brain Imaging Study
Küçük Resim Yok
Tarih
2015
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
The Cognitive Science Society
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
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. © Cognitive Science Society, CogSci 2015.All rights reserved.
Açıklama
IBM;The Mind Science Foundation;The Robert J. Glushko and Pamela Samuelson Foundation;University of California, Berkeley;University of California, Merced;University of Southern California
37th Annual Meeting of the Cognitive Science Society: Mind, Technology, and Society, CogSci 2015 -- 23 July 2015 through 25 July 2015 -- -- 182805
37th Annual Meeting of the Cognitive Science Society: Mind, Technology, and Society, CogSci 2015 -- 23 July 2015 through 25 July 2015 -- -- 182805
Anahtar Kelimeler
Decision Making, Fnır, Neuroeconomics, Neuromarketing, Optical Brain İmaging, Purchasing Behavior, Brain Mapping, Infrared Devices, Near İnfrared Spectroscopy, Physiological Models, Sales, Behavior Studies, Decisions Makings, Functional-Near İnfrared, Neural Correlate, Neuroeconomics, Neuromarketing, Optical Brain İmaging, Prefrontal Cortex, Purchasing Behaviors, Spatial Resolution, Decision Making
Kaynak
Proceedings of the 37th Annual Meeting of the Cognitive Science Society, CogSci 2015
WoS Q Değeri
Scopus Q Değeri
N/A
