Willingness-to-Pay-Associated Right Prefrontal Activation During a Single, Real Use of Cosmetics as Revealed by Functional Near-Infrared Spectroscopy

Willingness-to-Pay-Associated Right Prefrontal Activation During a Single, Real Use of Cosmetics as Revealed by Functional Near-Infrared Spectroscopy

Use of applied neuroscience to complement traditional methods of consumer research is increasing. Previously, fMRI has shown that prefrontal activity contains information relating to willingness-to-pay (WTP). The aim of the present study was to determine if functional near infrared spectroscopy (fNI...

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Bibliographic Details
Main Authors: Keith Kawabata Duncan, Tatsuya Tokuda, Chiho Sato, Keiko Tagai, Ippeita Dan
Format: Article
Language:English
Published: Frontiers Media S.A. 2019-02-01
Series:Frontiers in Human Neuroscience
Subjects:
applied neuroscience
neuroeconomics
neuroergonomics
willingness-to-pay
fNIRS
cosmetics
Online Access:https://www.frontiersin.org/article/10.3389/fnhum.2019.00016/full

Internet

https://www.frontiersin.org/article/10.3389/fnhum.2019.00016/full

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