ArticleFrontiers in neuroergonomics2021
A Willingness-to-Pay Associated Right Prefrontal Activation During a Single, Real Use of Lipsticks as Assessed Using Functional Near-Infrared Spectroscopy.
Article in Frontiers in neuroergonomics, 2021. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 6 papers, 1 of them a synthesis that pooled it.
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Who cites it
6 citing papers in PubMed, 1 synthesis or guideline pooled it.
- Neurophysiological approaches to exploring emotional responses to cosmetics: a systematic review of the literature.Frontiers in human neuroscience · 2024Pooled it
- Money counts: effects of monetary vs. purely numerical values on the mental representation of quantities.Psychological research · 2025Article
- Right prefrontal activation associated with deviations from expected lipstick texture assessed with functional near-infrared spectroscopy.Frontiers in neuroergonomics · 2024Article
- Relationships between subjective experience, electroencephalogram, and heart rate variability during a series of cosmetic behavior.Frontiers in psychology · 2024Article
- Assessing functional impulsivity using functional near-infrared spectroscopy.Frontiers in neuroergonomics · 2023Article
- Visualizing the IKEA effect: experiential consumption assessed with fNIRS-based neuroimaging.Frontiers in neuroergonomics · 2023Article
Corrections and comments
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Authors and funding
6 authors.
Funding
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Abstract
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 (dlPFC) activity, measured by functional near-infrared spectroscopy (fNIRS), and the associated willingness-to-pay (WTP) values. However, we were unable to find any consistent group differences in the right dlPFC between different powdery foundations. Thus, the main objective of this study was to replicate the previous study and in addition, we aimed to refine the method of the previous study to increase the chance that a difference in valuation between different products can be detected. Twenty-five frequent lipstick using females were asked to apply six different lipsticks to their lips and to record how much they were willing to pay. To maximize the variation of the subjective experience of the products and the associated brain activity, the most preferred color lipstick and a less preferred color lipstick were chosen for each participant, and each color of lipstick had three different textures (
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