Neural Correlates of Purchasing Behavior in the Prefrontal Cortex: An Optical Brain Imaging Study

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.