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Keywords: Shopper neuroscience
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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
... 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...
