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...
| Autores principales: | , , , , |
|---|---|
| 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 |