Cargando…

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...

Descripción completa

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:
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