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

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