Estimating consumers' subjective preference using functional near infrared spectroscopy: a feasibility study

Accurately estimating consumers' subjective preference towards a specific product using neuroimaging methods is an important area in neuromarketing research, because this approach can be used to establish strategies for product design and marketing. Although functional magnetic resonance imaging (fMRI) is the neuroimaging modality widely used in neuromarketing studies, this technology requires large equipment and is relatively expensive, thus hindering its use in practical neuromarketing applications. In contrast, functional near infrared spectroscopy (fNIRS) has many advantages over fMRI, including portable equipment, cost-effectiveness and resistance to artefacts. However, the feasibility of fNIRS-based neuromarketing has not yet been verified because this technique has been rarely used in neuromarketing studies. In the present study, participants were asked to decide which products (various kinds of foods) they preferred while changes in their oxy-haemoglobin (Oxy-Hb) concentrations were recorded using a 16-channel NIR spectroscopy system that covered-the prefrontal cortex. Our analysis results showed significantly increased Oxy-Hb concentration in the right prefrontal area when less-preferred food images were presented compared to when preferred food images were presented. These preliminary experiments demonstrate that hemodynamic response change in the prefrontal cortex is a potential indicator of the subjective preference of a group of individuals, suggesting that fNIRS can be a promising neuroimaging tool for future neuromarketing studies.