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Keywords: Functional near-infrared spectroscopy (fNIRS)
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2018) 52 (1-2): 244–259.
Published: 31 January 2018
...Caspar Krampe; Enrique Strelow; Alexander Haas; Peter Kenning 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...
