ArticleFrontiers in neuroscience2020
Measuring dlPFC Signals to Predict the Success of Merchandising Elements at the Point-of-Sale - A fNIRS Approach.
Article in Frontiers in neuroscience, 2020. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 5 papers.
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Who cites it
5 citing papers in PubMed.
- Wearable Functional Near-Infrared Spectroscopy (fNIRS) Monitoring of Prefrontal Activation and Connectivity During Purpose-Driven Consumption.Sensors (Basel, Switzerland) · 2026Article
- Impact of AI-generated characters on visual attention and prefrontal cognitive responses across age and image type conditions: using fNIRS and eye-tracking.Frontiers in human neuroscience · 2026Article
- The ethical, legal and social issues of neuroergonomics in the workplace.Frontiers in neuroergonomics · 2026Article
- Consumer Behaviour to Be Considered in Advertising: A Systematic Analysis and Future Agenda.Behavioral sciences (Basel, Switzerland) · 2022Review
- How Does the Implicit Awareness of Consumers Influence the Effectiveness of Public Service Announcements? A Functional Near-Infrared Spectroscopy Study.Frontiers in psychology · 2022Article
Corrections and comments
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Authors and funding
3 authors.
Funding
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Abstract
The (re-)launch of products is frequently accompanied by point-of-sale (PoS) marketing campaigns in order to foster sales. Predicting the success of these merchandising elements at the PoS on sales is of interest to research and practice, as the misinvestments that are based on the fragmented PoS literature are tremendous. Likewise, the predictive power of neuropsychological methods has been demonstrated in various research work. Nevertheless, the practical application of these neuropsychological methods is still limited. In order to foster the application of neuropsychological methods in research and practice, the current research work aims to explore, whether mobile functional near-infrared spectroscopy (fNIRS) - as a portable neuroimaging method - has the potential to predict the success of PoS merchandising elements by rendering significant neural signatures of brain regions of the dorsolateral prefrontal cortex (dlPFC), highlighting its potential to forecast shoppers' behaviour aka sales at the PoS. Building on previous research findings, the results of the given research work indicate that the neural signal of brain regions of the dlPFC, measured with mobile fNIRS, is able to predict actual sales associated with PoS merchandising elements, relying on the
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