Willingness-to-pay-associated right prefrontal activation during a single, real use of cosmetics as revealed by functional near-infrared spectroscopy

A dataset of 30 female participants (average age: 21.2, <i>SD</i>: 0.86, range 20-22), with 1 csv file per subject.Brain hemodynamics were measured using the multichannel fNIRS system ETG-4000 (Hitachi Medical Corporation, Kashiwa, Japan), with two wavelengths of near-infrared light (695 and 830 nm). The modified Beer–Lambert Law (Cope et al. 1988) was used to analyze the optical data (Maki et al. 1995) and calculate signals reflecting the oxygenated hemoglobin (oxy-Hb), deoxygenated hemoglobin (deoxy-Hb), and total hemoglobin (total-Hb) signal changes, obtained in units of millimolar·millimeter (mM mm) (Maki et al. 1995).<br>