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...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2021-06-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2021.654360/full |