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: This research aims to systematically explore the cognitive and emotional effects of values-related and performance-related negative brand publicity and investigate how the psychological effects translate into different behavioural outcomes. In addition, it examines the relative...