Gender Differences in Transnational Brand Purchase Decision Toward Mixed Culture and Original Culture Advertisements: An fNIRS Study

Culture strategy is very important for transnational brand marketing. Functional near-infrared spectroscopy (fNIRS) is a promising brain imaging modality for neuromarketing research. In the present study, we used fNIRS to explore the neural correlates of consumers’ purchase decision on different cro...

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Bibliographic Details
Main Authors: Lian Duan, Hui Ai, Lili Yang, Lianlian Xu, Pengfei Xu
Format: Article
Language:English
Published: Frontiers Media S.A. 2021-06-01
Series:Frontiers in Psychology
Subjects:
Online Access:https://www.frontiersin.org/articles/10.3389/fpsyg.2021.654360/full