Abstract
Recent research in the field of “neuro-marketing” shows promise to substantially increase knowledge on marketing issues for example price-perception, advertising efficiency, branding and shopper behaviour. Recently, an innovative and mobile applicable neuroimaging method has been proposed, namely functional near-infrared spectroscopy (fNIRS). However, this method is, in the research field of marketing, still in its infancy and is, consequently, lacking substantial validity. Against this background, this research work applied a convergent validity approach to challenge the validity of (mobile) fNIRS in the field of “neuro-marketing” and consumer neuroscience. More precisely, we aim to replicate a robust and well-investigated neural effect previously detected with fMRI—namely the “first-choice-brand” effect—by using mobile fNIRS. The research findings show that mobile fNIRS appears to be an appropriate neuroimaging method for research in the field of “neuro-marketing” and consumer neuroscience. Additionally, this research work presents guidelines, enabling marketing scholars to utilise mobile fNIRS in their research work.
Highlights
During recent decades, substantial milestones have been passed by marketing scholars moving marketing research forward (Eisend, 2015)
Participants who rated the target coffee brand as their favourite brand, were assigned to the TB-group. This is essential in order to analyse the data, since the reduced dorsolateral PFC (dlPFC) activity is only hypothesised for the target brand group (TBG) in comparison to the non-TBG
The results show significant bilateral cortical dlPFC decreased neural activity when participants take TD decisions, contrasting the TB-group and the non-TB group on a significant level of p < 0.05
Summary
Substantial milestones have been passed by marketing scholars moving marketing research forward (Eisend, 2015). The discipline of consumer neuroscience, in a business context known as ‘‘neuro-marketing’’ (Hubert and Kenning, 2008; Harris et al, 2018), promises to substantially increase knowledge of marketing issues, for example price-perception, advertising efficiency, branding, purchase and shopper behaviour (e.g., Kosslyn, 1999; Kenning and Plassmann, 2005; Knutson et al, 2007; Plassmann et al, 2015; Falk et al, 2016; Kühn et al, 2016; Barnett and Cerf, 2017) This progression is predominantly driven by the belief that the utilisation of neuroscientific methods will add supplementary information to existing concepts and theories (Zaltman, 2000; Kenning and Plassmann, 2005; Plassmann et al, 2015). Just recently, a novel neuroimaging method, namely mobile, functional near infrared-spectroscopy (fNIRS), emerged (Kopton and Kenning, 2014)
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
