Measuring the Effects of Messaging on Consumer Decision-Making Using Functional Near Infrared Spectroscopy

  • Jan WatsonEmail author
  • Amanda Sargent
  • Yigit Topoglu
  • Hongjun Ye
  • Rajneesh Suri
  • Hasan Ayaz
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 1201)


Understanding the impact of messaging on choice from a neural perspective is a major research interest in the fields of cognitive science, psychology, business and communications. In this study, we investigated the impact of a pro-environmental audiovisual message on consumer electricity supply preference as well as the differences in consumer hemodynamic activity during electricity supply plan choice periods before and after the messaging intervention. Fifteen (8 female, mean age = 29 years) participants were recruited and presented with a set of binary choices between two different types of electricity supply plans before watching a messaging video and completing the set of choices again. Using functional near infrared spectroscopy (fNIRS) we monitored participants’ prefrontal hemodynamic activity during periods of electricity supply plan selection to attain measures related to neural activity. Consistent with our hypothesis, average oxygenated hemoglobin levels measured by fNIRS indicate an increase in hemodynamic activity during decision making after message viewing at the right- inferior frontal gyrus. Additionally, behavioral measures show an increase in pro-environmental electricity plan selection after exposure to the messaging intervention. These combined brain and behavioral measures provide a comprehensive assessment of consumer decision and demonstrate that fNIRS can be used in the neuroergonomic assessment of cognitive state in real-world environments via wearable sensors.


Functional near infrared spectroscopy Neuroeconomics Neuroergonomics 


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Copyright information

© The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2021

Authors and Affiliations

  • Jan Watson
    • 1
    Email author
  • Amanda Sargent
    • 1
  • Yigit Topoglu
    • 1
  • Hongjun Ye
    • 2
  • Rajneesh Suri
    • 2
    • 3
  • Hasan Ayaz
    • 1
    • 3
    • 4
    • 5
    • 6
  1. 1.School of Biomedical Engineering, Science and Health SystemsDrexel UniversityPhiladelphiaUSA
  2. 2.LeBow College of BusinessDrexel UniversityPhiladelphiaUSA
  3. 3.Drexel Solutions InstituteDrexel UniversityPhiladelphiaUSA
  4. 4.Department of Psychology, College of Arts and SciencesDrexel UniversityPhiladelphiaUSA
  5. 5.Department of Family and Community HealthUniversity of PennsylvaniaPhiladelphiaUSA
  6. 6.Center for Injury Research and Prevention, Children’s Hospital of PhiladelphiaPhiladelphiaUSA

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