Analysis of consumer purchase intentions using functional near-infrared spectroscopy(fNIRS): A neuromarketing study on the aesthetic packaging of Korean red ginseng products
Understanding the neural mechanisms of purchasing decisions enables Korean health functional food companies to align their marketing strategies with consumer preferences, thereby enhancing both sales performance and customer satisfaction.
Authors
- Sungkean Kim (ORCID: https://orcid.org/0000-0003-4649-6112)
- SuJin Bak (ORCID: https://orcid.org/0000-0001-6917-5560)
- Jaeyoung Shin (ORCID: https://orcid.org/0000-0003-2899-6893)
- D. Kim
Institutions
- Korea National University of Transportation (KR)
- Advanced Institute of Convergence Technology (KR)
- Human Computer Interaction (Switzerland) (CH)
- Hanyang University (KR)
- Anyang University (KR)
Publication Details
- Journal
- PLoS ONE
- Published
- 2025-06-17
- DOI
- https://doi.org/10.1371/journal.pone.0326213
- Primary Topic
- Olfactory and Sensory Function Studies
- Type
- article
- Field-Weighted Citation Impact
- 0.00