Gender Differences in Transnational Brand Purchase Decision Toward Mixed Culture and Original Culture Advertisements: An fNIRS Study

Culture strategy is very important for transnational brand marketing. Functional near-infrared spectroscopy (fNIRS) is a promising brain imaging modality for neuromarketing research. In the present study, we used fNIRS to explore the neural correlates of consumers’ purchase decision on different cro...

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Detalles Bibliográficos
Autores principales: Duan, Lian, Ai, Hui, Yang, Lili, Xu, Lianlian, Xu, Pengfei
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2021
Materias:
Psychology
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8226242/
https://www.ncbi.nlm.nih.gov/pubmed/34177707
http://dx.doi.org/10.3389/fpsyg.2021.654360

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8226242/
https://www.ncbi.nlm.nih.gov/pubmed/34177707
http://dx.doi.org/10.3389/fpsyg.2021.654360

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