@inproceedings{427454472833411ea613ffde901d1793,
title = "Neural correlates of math anxiety of consumer choices on price promotions",
abstract = "Math anxiety is a problem that faces most people in their everyday life. Past research suggests that math anxiety can lead consumers to make errors in numerical computations. In this study, we utilized brain-based measures for the assessment of math anxiety in relationship to price perceptions. Functional near-infrared spectroscopy (fNIRS) from the prefrontal cortex was measured to determine differences in responses between high and low math anxiety participants. Participants performed two tasks under load and no-load conditions performing math calculations in relation to a price promotion. Preliminary results indicate that there is a performance difference between low and high math anxiety participants in both oxygenated hemoglobin results and behavioral performance. This study outlines a new method for determining how math anxiety affects consumers{\textquoteright} decisions regarding prices.",
author = "Amanda Sargent and Atahan Agrali and Siddharth Bhatt and Hongjun Ye and Kurtulus Izzetoglu and Banu Onaral and Hasan Ayaz and Rajneesh Suri",
year = "2019",
month = jan,
day = "1",
doi = "10.1007/978-3-319-94866-9_15",
language = "English (US)",
isbn = "9783319948652",
series = "Advances in Intelligent Systems and Computing",
publisher = "Springer Verlag",
pages = "152--160",
editor = "Lukasz Mazur and Hasan Ayaz",
booktitle = "Advances in Neuroergonomics and Cognitive Engineering - Proceedings of the AHFE 2018 International Conference on Neuroergonomics and Cognitive Engineering, 2018",
address = "Germany",
note = "AHFE International Conference on Neuroergonomics and Cognitive Engineering, 2018 ; Conference date: 21-07-2018 Through 25-07-2018",
}