Due to the limitations of established neuroimaging techniques, in terms of cost, usability, and mobility, a new technology, known as mobile functional near-infrared spectroscopy (fNIRS), has a high potential for applications in marketing research. FNIRS is a noninvasive optical brain imaging technique that combines the measurements of cerebral blood flow and hemodynamic response in a specific brain area when neural activity occurs. Nevertheless, the feasibility of mobile fNIRS has not yet been verified, because it is rarely used in neuroeconomic and neuromarketing studies. The aim of this study was to demonstrate the feasibility of mobile fNIRS for marketing and economic research situations. Twelve subjects viewed three different advertisements of the same product, and then rated these pictures. All pictures showed the same product, but with different surroundings. The surroundings included an attractive female and male, shown to male and, respectively, female subjects, a cat, and a relatively neutral landscape. The results indicate that there are significant differences in the activation of the prefrontal cortex when viewing the different pictures. This was especially noticeable for the sexual picture and the childlike picture compared with the landscape. Also, significant differences were found on the group level and between subgroups. The activation was higher for the childlike picture than for the sexual picture, and this effect was stronger for the female subgroup. In addition, significantly higher activation was found during decision-making processes. The results of the present study suggest that using fNIRS is a promising method for measuring economic decision-making processes and consumer attention.

中文翻译：

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阅读心得：移动功能近红外光谱作为一种用于经济和营销研究的新神经成像方法——可行性研究。

由于现有神经成像技术在成本、可用性和移动性方面的局限性，一种称为移动功能近红外光谱 (fNIRS) 的新技术在营销研究中具有很高的应用潜力。FNIRS 是一种无创光学脑成像技术，它结合了发生神经活动时特定脑区的脑血流量和血流动力学反应的测量结果。然而，移动 fNIRS 的可行性尚未得到验证，因为它很少用于神经经济学和神经营销研究。本研究的目的是证明移动 fNIRS 在营销和经济研究情况下的可行性。十二名受试者查看了同一产品的三个不同广告，然后对这些图片进行了评分。所有图片都显示相同的产品，但是环境不同。周围环境包括有吸引力的女性和男性，分别展示给男性和女性受试者、一只猫和相对中性的景观。结果表明，在查看不同图片时，前额叶皮层的激活存在显着差异。与风景相比，这对于性图片和童趣图片尤其明显。此外，在组水平和亚组之间发现显着差异。童趣图片的激活程度高于性图片，并且这种效果对女性亚组更强。此外，在决策过程中发现显着更高的激活。