Editorial: Application of Neural Technology to Neuro-Management and Neuro-Marketing

Ma, Abdeljelil et al. employed the event-related potential (ERP) approach to identify consumer ethnocentrism on brand preference in terms of neural activity and behavioral responses on two groups of subjects. Successfully, the authors managed to replicate the second sub-effect (reduced activity in dlPFC) but as they hypothesized, they failed to replicate the first sub-effect (reduced activity in vmPFC) of the “first-choice-brand” effect (Deppe et al., 2005) using mobile fNIRS. [...]it might be concluded that if neuromarketing researchers are interested in measuring activity in dlPFC, mobile fNIRS offers them more affordable and ecologically valid tool than fMRI, at least while measuring the “first-choice-brand” effect. Li D. et al.'s findings and application of fNIRS—during for example prisoner's dilemma—might shed further light on that cornerstone of the game theory and modern management decision-making and further unite neuroscience and management fields. The results suggested that the negative media information might influence their judgments toward other groups reflected in the deflection of N400 amplitude. [...]in order to mitigate