University thesis:
Dissertation, Georg-August-Universität Göttingen, 2021
Footnote:
Description:
This work demonstrates the potential of consumer neuroscience (CN) employed to empirically study consumer behavior in the field of food marketing. Two mobile CN tools – functional near-infrared spectroscopy (fNIRS) and eye-tracking (ET) – were used to study various aspects of consumer behavior. Due to the multisensory complexity of food decision-making processes, traditional marketing research methodologies are increasingly complemented by neuroscientific methods. Those are able to detect unconsciously occurring processes in consumers’ minds. However, the neuroimaging tools used to date inc...