Unlocking the neural mechanisms of consumer loan evaluations: an fNIRS and ML-based consumer neuroscience study.

Introduction: This study conducts a comprehensive exploration of the neurocognitive processes underlying consumer credit decision-making using cutting-edge techniques from neuroscience and machine learning (ML). Employing functional Near-Infrared Spectroscopy (fNIRS), the research examines the hemodynamic responses of participants while evaluating diverse credit offers.

Methods: The experimental phase of this study investigates the hemodynamic responses collected from 39 healthy participants with respect to different loan offers.