Existing neuroimaging studies in decision making
predominantly employ the fMRI method. Despite its superior
spatial resolution, fMRI is an expensive and impractical
neuroimaging technology for purchasing behavior studies in
the field. This study aims to explore the role of prefrontal
cortex during purchasing behavior by utilizing functional nearinfrared
(fNIR) spectroscopy; a low-cost, non-invasive and
portable optical brain imaging methodology. The findings
suggest that fNIRS can be effectively used for developing a
neuro-physiologically informed, predictive model of
purchasing behavior based on multivariate effects of
activations in frontopolar, dorso-medial and dorso-lateral
prefrontal cortex.
