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

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dc.authoridÇAKAR, TUNA/0000-0001-8594-7399
dc.authorwosidCakir, Murat P/B-4939-2012
dc.authorwosidÇAKAR, TUNA/JTS-4039-2023
dc.contributor.authorCakir, Murat Perit
dc.contributor.authorCakar, Tuna
dc.contributor.authorGirisken, Yener
dc.contributor.authorDemircioglu, Ari K.
dc.date.accessioned2024-07-18T20:40:07Z
dc.date.available2024-07-18T20:40:07Z
dc.date.issued2016
dc.departmentİstanbul Bilgi Üniversitesien_US
dc.description10th International Conference on Augmented Cognition (AC) Held as Part of 18th International Conference on Human-Computer Interaction (HIC International) -- JUL 17-22, 2016 -- Toronto, CANADAen_US
dc.description.abstractIn 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.en_US
dc.description.sponsorshipScientific and Research Council of Turkey [TUBITAK-1501, 3140565]en_US
dc.description.sponsorshipThe authors would like to thank Dr. Hasan Ayaz for his guidance and help during the analysis and processing of fNIR signals. This research and development project was supported by The Scientific and Research Council of Turkey, TUBITAK-1501 grant to ThinkNeuro (Project No: 3140565).en_US
dc.identifier.doi10.1007/978-3-319-39955-3_13
dc.identifier.endpage146en_US
dc.identifier.isbn978-3-319-39955-3
dc.identifier.isbn978-3-319-39954-6
dc.identifier.issn0302-9743
dc.identifier.issn1611-3349
dc.identifier.scopus2-s2.0-84978884036en_US
dc.identifier.scopusqualityQ3en_US
dc.identifier.startpage135en_US
dc.identifier.urihttps://doi.org/10.1007/978-3-319-39955-3_13
dc.identifier.urihttps://hdl.handle.net/11411/6988
dc.identifier.volume9743en_US
dc.identifier.wosWOS:000456655800013en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherSpringer-Verlag Berlinen_US
dc.relation.ispartofFoundations of Augmented Cognition: Neuroergonomics and Operational Neuroscience, Ac 2016, Pt Ien_US
dc.relation.publicationcategoryKonferans Öğesi - Uluslararası - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectDecision Makingen_US
dc.subjectNeuroergonomicsen_US
dc.subjectNeuroeconomicsen_US
dc.subjectOptical Brain İmagingen_US
dc.subjectMobile Fnıren_US
dc.subjectNear-Infrared Spectroscopyen_US
dc.subjectValue Signalen_US
dc.subjectRepresentationen_US
dc.subjectPreferenceen_US
dc.titleNeural Correlates of Purchasing Decisions in an Ecologically Plausible Shopping Scenario with Mobile fNIR Technologyen_US
dc.typeConference Objecten_US

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