fNIRS applied in Neuromarketing
Student Presenter(s): Lisbeth Sandoe Pedersen
Faculty Mentor: Colleen Kirk, N. Sertac Artan
Department: Management and Marketing Studies
School/College: College of Arts and Sciences, New York City
Functional near-infrared spectroscopy (fNIRS) is a non-invasive method to study the human brain's psychological responses in a natural environment. In marketing, consumers' emotional reactions to advertising have primarily been studied through their self-assessment of emotions. Little research has been done on consumers' psychological responses to advertising and how neurologically expressed negative emotions such as territoriality. This study examines consumers' physiological reactions to advertisements that elicit negative emotions and situations that provoke a feeling of territoriality. Across two experiments, we used the fNIRS device to record the prefrontal emotional response of 25 participants while evoking negative emotions and a sense of territoriality. The first experiment exposed the participants to three different advertisements in a randomized order, two of which elicited negative emotions and one serving as a baseline. The second experiment randomly presented the same participants with one of two scenarios provoking (or not provoking) a sense of territoriality. The results of the study will be presented at the conference.