Neuroeconomics 

A key interest of neuroeconomics research is value-based decision making, in which the prefrontal lobe is an important player. Although prefrontal activity has been explored with fMRI, the restricted environment does impose a limit to the number of applications that can be explored. fNIRS may represent a conspicuous improvement to the field, as it enables outdoor measurements that can be combined with simultaneous Eye-Tracking.

 X. Liu, C.-S. Kim, and K.-S. Hong, “An fNIRS-based investigation of visual merchandising displays for fashion stores,” PLOS ONE, vol. 13, no. 12, p. e0208843, Dec. 2018.

S. G. H. Meyerding and C. M. Mehlhose, “Can neuromarketing add value to the traditional marketing research? An exemplary experiment with functional near-infrared spectroscopy (fNIRS),” Journal of Business Research, Oct. 2018.

C. Krampe, E. Strelow, A. Haas, and P. Kenning, “The application of mobile fNIRS to ‘shopper neuroscience’ – first insights from a merchandising communication study,” European Journal of Marketing, Jan. 2018.

X. Liu and K.-S. Hong, “Investigate the visual merchandising of a fashion store using fNIRS,” 2017, pp. 11488–11493.

L. Holper, L. D. Van Brussel, L. Schmidt, S. Schulthess, C. J. Burke, K. Louie, E. Seifritz and P. N. Tobler, “Adaptive Value Normalization in the Prefrontal Cortex Is Reduced by Memory Load,” eNeuro, vol. 4, no. 2, p. ENEURO.0365-17.2017, Mar. 2017.

I. M. Kopton and P. Kenning, “Near-infrared spectroscopy (NIRS) as a new tool for neuroeconomic research,” Front Hum Neurosci, vol. 8, Aug. 2014.

M. M. DiStasio and J. T. Francis, “Use of frontal lobe hemodynamics as reinforcement signals to an adaptive controller,” PLoS ONE, vol. 8, no. 7, p. e69541, 2013.

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