Çakır, M.P.Çakar, T.Girişken, Y.2024-07-182024-07-1820159780991196722https://hdl.handle.net/11411/6809IBM;The Mind Science Foundation;The Robert J. Glushko and Pamela Samuelson Foundation;University of California, Berkeley;University of California, Merced;University of Southern California37th Annual Meeting of the Cognitive Science Society: Mind, Technology, and Society, CogSci 2015 -- 23 July 2015 through 25 July 2015 -- -- 182805Existing 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.eninfo:eu-repo/semantics/closedAccessDecision MakingFnırNeuroeconomicsNeuromarketingOptical Brain İmagingPurchasing BehaviorBrain MappingInfrared DevicesNear İnfrared SpectroscopyPhysiological ModelsSalesBehavior StudiesDecisions MakingsFunctional-Near İnfraredNeural CorrelateNeuroeconomicsNeuromarketingOptical Brain İmagingPrefrontal CortexPurchasing BehaviorsSpatial ResolutionDecision MakingNeural Correlates of Purchasing Behavior in the Prefrontal Cortex: An Optical Brain Imaging StudyConference Object2-s2.0-84978869815302N/A297