Krampe Caspar, Gier Nadine Ruth, Kenning Peter
Faculty of Business Administration and Economics, Heinrich-Heine-Universität, Düsseldorf, Germany.
Front Hum Neurosci. 2018 Nov 1;12:433. doi: 10.3389/fnhum.2018.00433. eCollection 2018.
Recent research in the field of "neuro-marketing" shows promise to substantially increase knowledge on marketing issues for example price-perception, advertising efficiency, branding and shopper behaviour. Recently, an innovative and mobile applicable neuroimaging method has been proposed, namely functional near-infrared spectroscopy (fNIRS). However, this method is, in the research field of marketing, still in its infancy and is, consequently, lacking substantial validity. Against this background, this research work applied a convergent validity approach to challenge the validity of (mobile) fNIRS in the field of "neuro-marketing" and consumer neuroscience. More precisely, we aim to replicate a robust and well-investigated neural effect previously detected with fMRI-namely the "" effect-by using mobile fNIRS. The research findings show that mobile fNIRS appears to be an appropriate neuroimaging method for research in the field of "neuro-marketing" and consumer neuroscience. Additionally, this research work presents guidelines, enabling marketing scholars to utilise mobile fNIRS in their research work.
“神经营销”领域的最新研究有望大幅增加对营销问题的认识，例如价格感知、广告效率、品牌塑造和购物者行为。最近，一种创新的、可移动应用的神经成像方法被提了出来，即功能性近红外光谱技术（fNIRS）。然而，在营销研究领域，这种方法仍处于起步阶段，因此缺乏足够的有效性。在此背景下，本研究工作采用了一种收敛效度方法，以检验（可移动）fNIRS在“神经营销”和消费者神经科学领域的有效性。更确切地说，我们旨在通过使用可移动fNIRS来复制先前用功能磁共振成像（fMRI）检测到的一种强大且经过充分研究的神经效应，即“”效应。研究结果表明，可移动fNIRS似乎是“神经营销”和消费者神经科学领域研究的一种合适的神经成像方法。此外，本研究工作还提出了指导方针，使营销学者能够在其研究工作中使用可移动fNIRS。
