14-R: Leaving the Lab: Can Mobile Fnirs Enhance Consumer Research?
This work aims to demonstrate that mobile fNIRS is an appropriate neuroimaging method for measuring consumers’ prefrontal neural reaction to brand related information. To achieve this, we replicated the neural ‘winner-take-it-all’ effect of consumers’ first-choice-brand, indicating the utility of applying mobile fNIRS in consumer research.
Caspar Krampe, Nadine Gier, Enrique Strelow, and Peter Kenning (2017) ,"14-R: Leaving the Lab: Can Mobile Fnirs Enhance Consumer Research?", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1041-1041.
Caspar Krampe, Heinrich-Heine-Universität, Germany
Nadine Gier, Heinrich-Heine-Universität, Germany
Enrique Strelow, Justus Liebig Universität, Germany
Peter Kenning, Heinrich-Heine-Universität, Germany
NA - Advances in Consumer Research Volume 45 | 2017
Toward Optimal Symbolic Recovery: Why and When “Thank you” is Better than “Sorry” in Addressing Service Delays
Yanfen You, New Mexico State University, USA
Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Lili Wang, Zhejiang University
Xiaoyan Deng, Ohio State University, USA
I13. Ambient Light, Gender, and Creativity
Courtney Szocs, Louisiana State University, USA
Franziska Metz, EBS
Dipayan Biswas, University of South Florida, USA
I1. Blaming Him or Them? A Study on Attribution Behavior
Chun Zhang, University of Dayton
Michel Laroche, Concordia University, Canada
Yaoqi Li, Sun Yat-Sen University, China