A Willingness-to-Pay Associated Right Prefrontal Activation During a Single, Real Use of Lipsticks as Assessed Using Functional Near-Infrared Spectroscopy

Understanding consumer preferences and behavior is a major goal of consumer-oriented companies. The application of neuroscience to this goal is a promising avenue for companies. Previously, we observed a positive correlation during actual cosmetic use between the right dorsolateral prefrontal cortex...

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Autores principales: Kazue Hirabayashi, Tatsuya Tokuda, Tomomi Nishinuma, Keith Kawabata Duncan, Keiko Tagai, Ippeita Dan
Formato: article
Lenguaje:EN
Publicado: Frontiers Media S.A. 2021
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Acceso en línea:https://doaj.org/article/a490cef3b06e4cf985e86d21b276d237
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