An investigation of the neural correlates of purchase behavior through fNIRS

2018 ◽  
Vol 52 (1/2) ◽  
pp. 224-243 ◽  
Author(s):  
Murat Perit Çakir ◽  
Tuna Çakar ◽  
Yener Girisken ◽  
Dicle Yurdakul
Keyword(s):  
Near Infrared ◽  
Purchase Behavior ◽  
Polar Regions ◽  
Purchasing Behavior ◽  
Purchasing Decisions ◽  
Functional Near Infrared Spectroscopy ◽  
Content Type ◽  
Complementary Method ◽  
Neural Activities ◽  
Traditional Research

Purpose This study aims to explore the plausibility of the functional near-infrared spectroscopy (fNIRS) methodology for neuromarketing applications and develop a neurophysiologically-informed model of purchasing behavior based on fNIRS measurements. Design/methodology/approach The oxygenation signals extracted from the purchase trials of each subject were temporally averaged to obtain average signals for buy and pass decisions. The obtained data were analyzed via both linear mixed models for each of the 16 optodes to explore their separate role in the purchasing decision process and a discriminant analysis to construct a classifier for buy/pass decisions based on oxygenation measures from multiple optodes. Findings Positive purchasing decisions significantly increase the neural activity through fronto-polar regions, which are closely related to OFC and vmPFC that modulate the computation of subjective values. The results showed that neural activations can be used to decode the buy or pass decisions with 85 per cent accuracy provided that sensitivity to the budget constraint is provided as an additional factor. Research limitations/implications The study shows that the fNIRS measures can provide useful biomarkers for improving the classification accuracy of purchasing tendencies and might be used as a main or complementary method together with traditional research methods in marketing. Future studies might focus on real-time purchasing processes in a more ecologically valid setting such as shopping in supermarkets. Originality/value This paper uses an emerging neuroimaging method in consumer neuroscience, namely, fNIRS. The decoding accuracy of the model is 85 per cent which presents an improvement over the accuracy levels reported in previous studies. The research also contributes to existing knowledge by providing insights in understanding individual differences and heterogeneity in consumer behavior through neural activities.

CLASSIFICATION OF SCHIZOPHRENIA USING SVM VIA fNIRS

2018 ◽  
Vol 30 (02) ◽  
pp. 1850008 ◽  
Author(s):  
Mehrdad Dadgostar ◽  
Seyed Kamaledin Setarehdan ◽  
Sohrab Shahzadi ◽  
Ata Akin
Keyword(s):  
Mental Disorder ◽  
Optical Imaging ◽  
Near Infrared ◽  
Continuous Wave ◽  
Support Vector ◽  
Functional Near Infrared Spectroscopy ◽  
Neural Activities ◽  
Preliminary Examination ◽  
Invasive Method

In the present study, a classification of functional near-infrared spectroscopy (fNIRS) based on support vector machine (SVM) is presented. It is a non-invasive method monitoring human brain function by evaluating the concentration variation of oxy-hemoglobin and deoxy-hemoglobin. fNIRS is a functional optical imaging technology that measures the neural activities and hemodynamic responses in brain. The data were gathered from 11 healthy volunteers and 16 schizophrenia of the same average age by a 16-channel fNIRS (NIROXCOPE 301 system developed at the Neuro-Optical Imaging Laboratory, continuous-wave dual wavelength). Schizophrenia is a mental disorder that is characterized by mental processing collapse and weak emotional responses. This mental disorder is usually accompanied by a serious disturbance in social and occupational activities. The signals were initially preprocessed by DWT to remove any systemic physiological impediment. A preliminary examination by the genetic algorithm (GA) suggested that some channels of the recreated fNIRS signals required further investigation. The energy of these recreated channel signals was computed and utilized for signal arrangement. We used SVM-based classifier to determine the cases of schizophrenia. The result of six channels is higher than 16 channels. The results demonstrated a classification precision of about 87% in the discovery of schizophrenia in the healthy subjects.

Differences of customer purchase behavior toward organic rice in Indonesia and Taiwan

2014 ◽  
Vol 6 (4) ◽  
pp. 348-368 ◽  
Author(s):  
Massoud Moslehpour ◽  
Pham Van Kien ◽  
Ilham Danyfisla
Keyword(s):  
Quantitative Methods ◽  
Purchase Behavior ◽  
Primary Data ◽  
Environmental Concerns ◽  
Consumer Attitude ◽  
Consumer Knowledge ◽  
Purchasing Behavior ◽  
Content Type ◽  
Organic Rice ◽  
Food Standards

Purpose – The purpose of this study is to investigate the similarities and differences in consumer purchasing behavior of Taiwanese and Indonesian organic rice consumers. Design/methodology/approach – This study uses quantitative methods with the primary data collected from consumers in Indonesia and Taiwan through structured questionnaire to understand customer purchasing behavior toward organic rice in the two countries. A total of 415 useable questionnaires were computed and analyzed through factor analysis, reliability analysis, regression analysis, correlation and t-test. Findings – The results of this research indicate significant differences between Indonesia and Taiwan in their consumer knowledge and consumer purchase behavior, but not for environmental concerns and consumer attitude. Practical implications – The results of this study will assist producers of organic rice in developing countries to adapt to new organic food standards and marketing to ensure high food quality standards for both domestic and export markets. Originality/value – This study provides insights into the preferences of consumers of organic rice both in Taiwan and Indonesia. Empirical results in this study provides comparisons between two countries attitudes toward organic rice and this study emphasizes the correlation between consumer purchasing behavior, consumer knowledge, environmental concerns and attitude for Indonesian respondents, Taiwanese respondent, and both combined.

Evaluating tastes and aromas of wine: a peek inside the “black box”

2014 ◽  
Vol 26 (3) ◽  
pp. 208-223 ◽  
Author(s):  
Shannon B. Rinaldo ◽  
Dale F. Duhan ◽  
Brent Trela ◽  
Tim Dodd ◽  
Natalia Velikova
Keyword(s):  
Frontal Lobe ◽  
Near Infrared ◽  
Consumer Preferences ◽  
Frontal Lobes ◽  
Functional Near Infrared Spectroscopy ◽  
Content Type ◽  
Infrared Measurement ◽  
The Brain ◽  
Different Levels ◽  
Insight Into

Purpose – Wine tasting is an integral method for engaging consumers. Producers go to great lengths to educate consumers on evaluating quality based on taste and aroma. Understanding the sensory and perceptual processes of wine tasting may offer insight into how consumers at different levels of wine expertise use their senses to evaluate wine. Design/methodology/approach – This study used functional near-infrared spectroscopy to examine processing in the frontal lobe of the brain during wine tasting and aroma evaluation. Sixty subjects evaluated the tastes and aromas of wine samples with various levels of sweetness, whereas 16 defined areas of their frontal lobes were measured with functional near infrared measurement. Findings – The subjects’ orbitofrontal cortices were activated during both olfaction (smelling) and tasting. Further, larger areas of the frontal lobes showed significant activation during the olfaction task than during the tasting task. The level of the subjects’ wine knowledge did not predict differences in neural processing when participants evaluated aroma of wine; however, subjects with higher wine knowledge did show significantly higher activation in specific frontal lobe regions when tasting. Differences in levels of product involvement among the subjects were not significant for the tasting task, but were significant for the olfaction task. Originality/value – Developing a better understanding of the biological processes involved in tasting may lead to understanding the differences in consumer preferences for wine. This, in turn, may assist tasting room managers to adjust their tasting procedure to be tailored to consumer-specific needs.

scholarly journals Study on driver’s braking intention identification based on functional near-infrared spectroscopy

2018 ◽  
Vol 1 (3) ◽  
pp. 107-113 ◽  
Author(s):  
Lei Zhu ◽  
Shuguang Li ◽  
Yaohua Li ◽  
Min Wang ◽  
Yanyu Li ◽  
...  
Keyword(s):  
Cerebral Cortex ◽  
Infrared Spectroscopy ◽  
Near Infrared Spectroscopy ◽  
Near Infrared ◽  
Driving Simulator ◽  
Intelligent System ◽  
Functional Near Infrared Spectroscopy ◽  
Content Type ◽  
Cooperative Driving ◽  
Intention Recognition

PurposeCooperative driving refers to a notion that intelligent system sharing controlling with human driver and completing driving task together. One of the key technologies is that the intelligent system can identify the driver’s driving intention in real time to implement consistent driving decisions. The purpose of this study is to establish a driver intention prediction model.Design/methodology/approachThe authors used the NIRx device to measure the cerebral cortex activities for identifying the driver’s braking intention. The experiment was carried out in a virtual reality environment. During the experiment, the driving simulator recorded the driving data and the functional near-infrared spectroscopy (fNIRS) device recorded the changes in hemoglobin concentration in the cerebral cortex. After the experiment, the driver’s braking intention identification model was established through the principal component analysis and back propagation neural network.FindingsThe research results showed that the accuracy of the model established in this paper was 80.39 per cent. And, the model could identify the driver’s braking intent prior to his braking operation.Research limitations/implicationsThe limitation of this study was that the experimental environment was ideal and did not consider the surrounding traffic. At the same time, other actions of the driver were not taken into account when establishing the braking intention recognition model. Besides, the verification results obtained in this paper could only reflect the results of a few drivers’ identification of braking intention.Practical implicationsThis study can be used as a reference for future research on driving intention through fNIRS, and it also has a positive effect on the research of brain-controlled driving. At the same time, it has developed new frontiers for intention recognition of cooperative driving.Social implicationsThis study explores new directions for future brain-controlled driving and wheelchairs.Originality/valueThe driver’s driving intention was predicted through the fNIRS device for the first time.

Neuropsychological responses of consumers to promotion strategies and the decision to buy sports products

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Behzad Izadi ◽  
Ali Ghaedi ◽  
Mohammadreza Ghasemian
Keyword(s):  
Scientific Data ◽  
Purchasing Decisions ◽  
Self Assessment ◽  
Consumer Decision ◽  
Content Type ◽  
Traditional Research ◽  
Significant Difference ◽  
Promotion Strategies ◽  
Promotional Strategies ◽  
Age Range

PurposeNeuromarketing is a science that can examine human subconscious decisions and activities. The study aimed to investigate the neuropsychological responses of consumers to promotion strategies and the decision to buy sports products, in order to determine the more effective strategy.Design/methodology/approachAn experimental design clarifies whether there is a significant difference between the neuropsychological responses resulting from selective promotional strategies (charity, endorsement, advertising and discount). The authors conducted the research with 40 young adults (20 males and 20 females; age range 25–35 years). The Enobio 20-channel electroencephalograph (EEG) is used to record waves, a two-item questionnaire is used to measure purchasing decisions and self-assessment forms are used to measure arousal and pleasure. Data analysis performed by Friedman's statistical methods and logistic regression using SPSS 22 software.FindingsBased on the alpha wave, the results showed the two charity and endorsement strategies had the highest effect on consumer attentions. The pleasure had the highest value in the discount, and the arousal had the highest value in the charity strategy. Neuropsychological responses also explain a significant percentage of the consumer decision to buy.Research limitations/implicationsAccess to research samples is difficult due to the ignorance of the samples as well as the fear of possible harm from imaging and brain scanning methods.Practical implicationsNeuromarketing is a science that can examine human subconscious decisions and activities.Social implicationsThe information obtained neural methods are more accurate than traditional research methods.Originality/valueThis study showed the alpha brainwave (attention), arousal and pleasure explain a significant part of the consumer decision to buy. More scientific data can be obtained through new scientific approaches such as neuromarketing, which has a great impact on understanding consumer behavior. Therefore, marketers and researchers can make their promotional activities more effective in terms of them.

The application of mobile fNIRS to “shopper neuroscience” – first insights from a merchandising communication study

2018 ◽  
Vol 52 (1/2) ◽  
pp. 244-259 ◽  
Author(s):  
Caspar Krampe ◽  
Enrique Strelow ◽  
Alexander Haas ◽  
Peter Kenning
Keyword(s):  
Prefrontal Cortex ◽  
Near Infrared ◽  
Communication Strategies ◽  
Real Life ◽  
Communication Strategy ◽  
Grocery Shopping ◽  
Neural Activation ◽  
Functional Near Infrared Spectroscopy ◽  
Content Type ◽  
Dorsolateral Prefrontal

Purpose This study is the first to examine consumer’s neural reaction to different merchandising communication strategies at the point-of-sale (PoS) by applying functional near-infrared spectroscopy (fNIRS). By doing so, the purpose of this study is to extend consumer neuroscience to retail and shopper research. Design/methodology/approach Two experiments were conducted in which 36 shoppers were exposed to a realistic grocery shopping scenario while their brain haemodynamics were measured using mobile fNIRS. Findings Results revealed that mobile fNIRS appears a valid method to study neural activation of the prefrontal cortex (PFC) in the field of “shopper neuroscience”. More precisely, results demonstrated that the orbitofrontal cortex (OFC) might be crucial for processing and predicting merchandising communication strategy effectiveness. Research limitations/implications This research gives evidence that certain regions of the PFC, in particular the OFC and the dorsolateral prefrontal cortex (dlPFC), are crucial to process and evaluate merchandising communication strategies. Practical implications The current work opens a promising new avenue for studying and understanding shopper’s behaviour. Mobile fNIRS enables marketing management to collect neural data from shoppers and analyse neural activity associated with real-life settings. Furthermore, based on a better understanding of shoppers’ perceptual processes of communication strategies, marketers can design more effective merchandising communication strategies. Originality/value The study is the first to implement the innovative, mobile neuroimaging method of fNIRS to a PoS setting. It, therefore, opens up the promising field of “shopper neuroscience”.

Physique differences and psychophysiological response under clothing pressure using waist belt

2019 ◽  
Vol 32 (1) ◽  
pp. 63-72
Author(s):  
Mayumi Uemae ◽  
Tomohiro Uemae ◽  
Masayoshi Kamijo
Keyword(s):  
Body Fat ◽  
Near Infrared ◽  
Functional Near Infrared Spectroscopy ◽  
Content Type ◽  
Response Data ◽  
Psychophysiological Response ◽  
Clothing Comfort ◽  
Comfort Evaluation ◽  
Clothing Pressure ◽  
Physiological Reactions

Purpose The purpose of this paper is to examine the physique difference and psychophysiological response under clothing pressure by a waist belt. Design/methodology/approach The influences of clothing pressure on physiological and psychological responses were evaluated by the following measurements: functional near-infrared spectroscopy, electrocardiogram and sensory evaluation. The authors investigated the correlation between the anthropometric data and psychophysiological response data. Findings There were significant correlations between body fat and physiological responses. It was suggested that differences in body fat affect changes in cerebral hemodynamics and heart rate due to clothing pressure. It is inferred that the participants having lower body fat reacted more sensitively to the compression stimulus, while those having higher body fat were more tolerant of physiological reactions to compression stimulus. Originality/value This paper has presented the necessity of clothing comfort evaluation considering individual differences in physique due to body fat.

Cooperation Makes a Group be More Creative

2018 ◽  
Vol 29 (8) ◽  
pp. 3457-3470 ◽  
Author(s):  
Kelong Lu ◽  
Hua Xue ◽  
Takayuki Nozawa ◽  
Ning Hao
Keyword(s):  
Dorsolateral Prefrontal Cortex ◽  
Divergent Thinking ◽  
Near Infrared ◽  
Functional Near Infrared Spectroscopy ◽  
Positive Effects ◽  
Neural Activities ◽  
Competition Mode ◽  
Cooperation Level ◽  
Dorsolateral Prefrontal ◽  
The Right

Abstract This study investigated how cooperative and competitive interaction modes affect the group creative performance. The participants were recruited as dyads to solve 2 problems either demanding divergent thinking (alternative uses task, AUT) or not (object characteristic task, OCT). The dyads solved 1 of the 2 problems in the cooperative mode and the other in the competitive mode. Functional near-infrared spectroscopy (fNIRS)-based hyperscanning was used to record their neural activities in the prefrontal and right temporal–parietal junction (r-TPJ) regions. Results revealed the dyads showed higher AUT fluency, AUT originality, OCT fluency, and cooperation level in the cooperative mode than in the competitive mode. The fNIRS data revealed increased (task-baseline) interpersonal brain synchronization (IBS) in the right dorsolateral prefrontal cortex (r-DLPFC) and r-TPJ, only for dyads in the AUT/cooperation condition. In both r-DLPFC and r-TPJ, the IBS of dyads in the AUT/cooperation condition was stronger than in the AUT/competition and OCT/cooperation. Moreover, a stronger IBS was evoked between the regions in prefrontal and posterior temporal regions in the AUT/cooperation condition, as compared with the competition mode. These findings suggest that enhanced IBS may underlie the positive effects of cooperation as compared with the competition in terms of group creativity.

Young consumers’ brain responses to pop music on Youtube

2019 ◽  
Vol 32 (5) ◽  
pp. 1132-1148 ◽  
Author(s):  
Kyoung Cheon Cha ◽  
Minah Suh ◽  
Gusang Kwon ◽  
Seungeun Yang ◽  
Eun Ju Lee
Keyword(s):  
Young Adults ◽  
New Media ◽  
Near Infrared ◽  
Sensory Level ◽  
Pop Music ◽  
Functional Near Infrared Spectroscopy ◽  
Total Blood ◽  
Content Type ◽  
Digital Platforms ◽  
Brain Responses

Purpose The purpose of this paper is to determine the auditory-sensory characteristics of the digital pop music that is particularly successful on the YouTube website by measuring young listeners’ brain responses to highly successful pop music noninvasively. Design/methodology/approach The authors conducted a functional near-infrared spectroscopy (fNIRS) experiment with 56 young adults (23 females; mean age 24 years) with normal vision and hearing and no record of neurological disease. The authors calculated total blood flow (TBF) and hemodynamic randomness and examined their relationships with online popularity. Findings The authors found that TBF to the right medial prefrontal cortex increased more when the young adults heard music that presented acoustic stimulation well above previously defined optimal sensory level. The hemodynamic randomness decreased significantly when the participants listened to music that provided near- or above-OSL stimulation. Research limitations/implications Online popularity, recorded as the number of daily hits, was significantly positively related with the TBF and negatively related with hemodynamic randomness. Practical implications These findings suggest that a new media marketing strategy may be required that can provide a sufficient level of sensory stimulation to Millennials in order to increase their engagements in various use cases including entertainment, advertising and retail environments. Social implications Digital technology has so drastically reduced the costs of sharing and disseminating information, including music, that consumers can now easily use digital platforms to access a wide selection of music at minimal cost. The structure of the current music market reflects the decentralized nature of the online distribution network such that artists from all over the world now have equal access to billions of members of the global music audience. Originality/value This study confirms the importance of understanding target customer’s sensory experiences would grow in determining the success of digital contents and marketing.

Determining how packaging and labeling of Requeijão cheese affects the purchase behavior of consumers of different age groups

2018 ◽  
Vol 120 (6) ◽  
pp. 1183-1194 ◽  
Author(s):  
Ana Paula Lima Ribeiro ◽  
João de Deus Souza Carneiro ◽  
Thaís De Melo Ramos ◽  
Laura Patterson ◽  
Sandra Maria Pinto
Keyword(s):  
Age Groups ◽  
Marketing Strategies ◽  
Purchase Behavior ◽  
Purchasing Behavior ◽  
Content Type ◽  
Milk Products ◽  
Label Information ◽  
Group 3 ◽  
Marketing Information ◽  
Glass Packaging

PurposeThe buying process is affected by many aspects, in which consumer’s age is certainly an important feature to be considered. The purpose of this paper is to evaluate the influence of packaging and labeling of Requeijão cheese on the purchasing behavior of different age groups of consumers in order to obtain marketing information that aid in increasing sales of Requeijão cheese.Design/methodology/approachThree focus groups were created, each one composed of ten participants. The first group was aged 18-30 years old, the second group included people aged 31-50, and the third group participants were aged between 51 and 70 years old. Requeijão cheese labeling and packaging was presented to all groups to facilitate a discussion. A moderator asked participants in the three groups about the factors on the packaging and labeling of Requeijão cheese that influence their desire to purchase. Seven final themes were analyzed by thematic analysis: packaging, color and images on label, information, lid, price and brand.FindingsThe factors of greatest importance that influenced purchasing for the first and second group were glass packaging and color labels. Groups 2 and 3 preferred a packaging size of 250 g, an aluminum cap protected with a plastic cap, information, and affordable prices. Group 1 demonstrated high interest in 220 g packaging, metal lid and brands. Group 3 preferred plastic packaging. All groups were attracted by images on labels related to the product origin. The results from this study may be advantageous for creating marketing strategies to increase sales of Requeijão cheese and similar milk products that are sold in comparable ways.Practical implicationsConcept and attitudes toward packaging and labeling have changed in modern times. The present study demonstrates how consumers of different age groups have divergent opinions about packaging and labeling of Requeijão cheese, factors that have huge influences in the purchasing of this product. The results from this study will aid in creating marketing strategies to increase sales of Requeijão cheese and similar milk products that are sold in similar conditions. The findings will also assist manufactures in creating bonds with costumers once packaging and labeling might be produced in accordance with the preference of each age group of consumers, and consequently makes the visual aspects of packaging more attractive to them.Originality/valueThis study collected information about the most features in packaging and labeling of Requeijão cheese that attract consumers in the food buying process. There are many companies that sell Requeijão cheese. Then, it is necessary to understand the needs of consumers in relation to packaging and labeling of similar products, to make it more competitive in the market and to meet the expectations of consumers in order to create bond with them.

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