Purpose: This study is the first to examine consumer’s neural reaction to different merchandising communication strategies at the point-of-sale (PoS) by applying functional near-infrared spectroscopy (fNIRS). By doing so, the purpose of this study is to extend consumer neuroscience to retail...

Purpose: The purpose of this study is to examine how consumer personality trait impulsiveness influences trustworthiness evaluations of online-offers with different trust-assuring and trust-reducing elements by measuring the brain activity of consumers. Shoppers with high degrees of...

Purpose – The importance of employer branding to attract talent in organizations is increasing rapidly. Brand personality traits, particularly, have been shown to explain considerable variance in employer brand attractiveness. Despite such awareness, little is known about the underlying...