The cognitive neuroscience toolkit for the neuroeconomist: A functional overview

Eristic reasoning: Adaptation to extreme uncertainty

Heuristics (shortcut solution rules) can help adaptation to uncertainty by leading to sufficiently accurate decisions with little information. However, heuristics would fail under extreme uncertainty where information is so scarce that any heuristic would be highly misleading for accuracy-seeking. Thus, under very high levels of uncertainty, decision-makers rely on heuristics to no avail. We posit that eristic reasoning (i.e., self-serving inferences for hedonic pursuits), rather than heuristic reasoning, is adaptive when uncertainty is extreme, as eristic reasoning produces instant hedonic gratifications helpful for coping. Eristic reasoning aims at hedonic gains (e.g., relief from the anxiety of uncertainty) that can be pursued by self-serving inferences. As such, eristic reasoning does not require any information about the environment as it instead gets cues introspectively from bodily signals informing what the organism hedonically needs as shaped by individual differences. We explain how decision-makers can benefit from heuristic vs. eristic reasoning under different levels of uncertainty. As a result, by integrating the outputs of formerly published empirical research and our conceptual discussions pertaining to eristic reasoning, we conceptually criticize the fast-and-frugal heuristics approach, which implies that heuristics are the only means of adapting to uncertainty.

The neural basis of smile authenticity judgments and the potential modulatory role of the oxytocin receptor gene (OXTR)

Accurate perception of genuine vs. posed smiles is crucial for successful social navigation in humans. While people vary in their ability to assess the authenticity of smiles, little is known about the specific biological mechanisms underlying this variation. We investigated the neural substrates of smile authenticity judgments using functional magnetic resonance imaging (fMRI). We also tested a preliminary hypothesis that a common polymorphism in the oxytocin receptor gene (OXTR) rs53576 would modulate the behavioral and neural indices of accurate smile authenticity judgments. A total of 185 healthy adult participants (Neuroimaging arm: N = 44, Behavioral arm: N = 141) determined the authenticity of dynamic facial expressions of genuine and posed smiles either with or without fMRI scanning. Correctly identified genuine vs. posed smiles activated brain areas involved with reward processing, facial mimicry, and mentalizing. Activation within the inferior frontal gyrus and dorsomedial prefrontal cortex correlated with individual differences in sensitivity (d') and response criterion (C), respectively. Our exploratory genetic analysis revealed that rs53576 G homozygotes in the neuroimaging arm had a stronger tendency to judge posed smiles as genuine than did A allele carriers and showed decreased activation in the medial prefrontal cortex when viewing genuine vs. posed smiles. Yet, OXTR rs53576 did not modulate task performance in the behavioral arm, which calls for further studies to evaluate the legitimacy of this result. Our findings extend previous literature on the biological foundations of smile authenticity judgments, particularly emphasizing the involvement of brain regions implicated in reward, facial mimicry, and mentalizing.

A Review of AI Cloud and Edge Sensors, Methods, and Applications for the Recognition of Emotional, Affective and Physiological States

Affective, emotional, and physiological states (AFFECT) detection and recognition by capturing human signals is a fast-growing area, which has been applied across numerous domains. The research aim is to review publications on how techniques that use brain and biometric sensors can be used for AFFECT recognition, consolidate the findings, provide a rationale for the current methods, compare the effectiveness of existing methods, and quantify how likely they are to address the issues/challenges in the field. In efforts to achieve the key goals of Society 5.0, Industry 5.0, and human-centered design better, the recognition of emotional, affective, and physiological states is progressively becoming an important matter and offers tremendous growth of knowledge and progress in these and other related fields. In this research, a review of AFFECT recognition brain and biometric sensors, methods, and applications was performed, based on Plutchik's wheel of emotions. Due to the immense variety of existing sensors and sensing systems, this study aimed to provide an analysis of the available sensors that can be used to define human AFFECT, and to classify them based on the type of sensing area and their efficiency in real implementations. Based on statistical and multiple criteria analysis across 169 nations, our outcomes introduce a connection between a nation's success, its number of Web of Science articles published, and its frequency of citation on AFFECT recognition. The principal conclusions present how this research contributes to the big picture in the field under analysis and explore forthcoming study trends.

Effectiveness of Electricity-Saving Communication Campaigns: Neurophysiological Approach

Public communication campaigns are among the tools for promoting electricity saving. A crucial task in the process of creating a campaign is to design a simple message to effectively reach the average consumer. It is a beneficial practice to create alternative messages and pretest them to find the most effective. The research methodology during pretesting includes both quantitative and qualitative methods. However, it is believed that the outcomes obtained with the use of conventional techniques are not fully reliable. Therefore, the following question arises: What additional research methods should be applied at the stage of testing the message of a communication campaign so that its effectiveness can be assessed more reliably and/or improved even before its broadcast? In this study, we aim to present the possibility of applying cognitive neuroscience methods in conjunction with a questionnaire to experimentally check the effectiveness of the message using the example of selected electricity-saving communication campaigns. The key results of this study indicate that merging conscious and subconscious reactions to media messages allows us to gain new knowledge that can be used in the future to improve the communication campaign effectiveness. Our investigation showed the benefits that can be obtained by synergizing traditional research methods with neuroscientific approaches.

Journey of neuroscience: marketing management to organizational behavior

Purpose

The purpose of this paper is to provide an overview of the advancement of neuroscience research works in the domains of marketing management and organizational behavior and its future scope for expansion in the area of organizational behavior.

Design/methodology/approach

A total of 77 neuroscience research articles in the area of marketing management and organizational behavior published between 2004 and 2017 were reviewed, and a possible future direction for neuroscience research in the area of organizational behavior was identified in this article.

Findings

Findings from neuroscience research works suggest that tools and techniques that are useful in the neuroscience domain are also quite powerful and reliable in the context of organizational behavior research. Here, it should be noted that not all of these are independently powerful. Therefore, in certain cases, it is desirable to use neuroscience techniques in association with existing methods.

Originality/value

Neuroscientific research works in the context of the marketing domain were started with the motivation to identify the neural signaling in association with different marketing initiatives. However, the research works have proceeded much deeper and entered into the field of consumer psychology. Further research shows that neuroscience techniques are quite useful in the understanding of consumer behavior and can be extended in the field of organizational behavior. In this study, the authors have provided the future direction of neuroscience research works in the area of organizational behavior.

Decision to Adopt Neuromarketing Techniques for Sustainable Product Marketing: A Fuzzy Decision-Making Approach

Sustainable products and their marketing have played a crucial role in developing more sustainable consumption patterns and solutions for socio-ecological problems. They have been demonstrated to significantly decrease social consumption problems. Neuromarketing has recently gained considerable popularity and helped companies generate deeper insights into consumer behavior. It has provided new ways of conceptualizing consumer behavior and decision making. Thus, this research aims to investigate the factors influencing managers’ decisions to adopt neuromarketing techniques in sustainable product marketing using the fuzzy analytic hierarchy process (AHP) approach. Symmetric triangular fuzzy numbers were used to indicate the relative strength of the elements in the hierarchy. Data were collected from the marketing managers of several companies who have experience with sustainable product marketing through online shopping platforms. The results revealed that the accuracy and bias of neuromarketing techniques have been the main critical factors for managers to select neuromarketing in their business for advertising and branding purposes. This research provides important results on the use of neuromarketing techniques for sustainable product marketing, as well as their limitations and implications, and it also presents useful information on the factors impacting business managers’ decision making in adopting neuroscience techniques for sustainable product development and marketing.

Using Neuroscience to Inform Tobacco Control Policy

INTRODUCTION

Techniques employed in the field of neuroscience, such as eye tracking, electroencephalography, and functional magnetic resonance imaging, have been important in informing our understanding of the cognitive mechanisms underlying tobacco smoking. These techniques are now increasingly being used to investigate the likely impact of tobacco control policies.

AIMS AND METHODS

In this narrative review, we outline the value of these methodological approaches in answering policy-relevant tobacco control research questions, with a particular focus on their use in examining the impact of standardized cigarette packaging and health warnings. We also examine the limitations of these methodologies and provide examples of how they can be used to answer other policy-relevant questions.

RESULTS

We argue that neuroscience techniques can provide more objective evidence of the impacts of policy measures, allow investigation where it is not possible to conduct behavioral manipulations, and facilitate a deeper understanding of the cognitive mechanisms underlying the impacts of tobacco control policies such as standardized packaging, health warnings, point-of-sale displays, and mass media campaigns.

CONCLUSIONS

Rather than replacing more traditional methods of examining tobacco control measures, such as observational experiments, surveys, and questionnaires, neuroscience techniques can complement and extend these methods.

IMPLICATIONS

Neuroscience techniques facilitate objective examination of the mechanisms underlying the impacts of tobacco control measures. These techniques can therefore complement and extend other methodologies typically used in this field, such as observational experiments, surveys, and questionnaires.

Beyond Self-Report: A Review of Physiological and Neuroscientific Methods to Investigate Consumer Behavior

The current paper investigates the value and application of a range of physiological and neuroscientific techniques in applied marketing research and consumer science, highlighting new insights from research in social psychology and neuroscience. We review measures of sweat secretion, heart rate, facial muscle activity, eye movements, and electrical brain activity, using techniques including skin conductance, pupillometry, eyetracking, and magnetic brain imaging. For each measure, after a brief explanation of the underlying technique, we illustrate concepts and mechanisms that the measure allows researchers in marketing and consumer science to investigate, with a focus on consumer attitudes and behavior. By providing reviews on recent research that applied these methods in consumer science and relevant related fields, we also highlight methodological and theoretical strengths and limitations, with an emphasis on ecological validity. We argue that the inclusion of physiological and neuroscientific techniques can advance consumer research by providing insights into the often unconscious mechanisms underlying consumer behavior. Therefore, such technologies can help researchers and marketing practitioners understand the mechanisms of consumer behavior and improve predictions of consumer behavior.

Non-invasive brain stimulation in information systems research: A proof-of-concept study

One of the founding experiments in the field of Neuro-Information-Systems (NeuroIS), which aims at exploring the neural correlates of the technology acceptance model, suggests that perceived ease of use (PEoU) is associated with activity in the dorsolateral prefrontal cortex (DLPFC) while perceived usefulness is associated with activity in the insula, caudate nucleus and anterior cingulate cortex. To further assess the link between DLPFC and PEoU, transcranial direct current stimulation (tDCS) was applied over bilateral DLPFC (F3 and F4) immediately before an online shopping task. Forty-two participants were divided in three stimulation groups: left anodal/right cathodal, left cathodal/right anodal and sham. No change in PEoU was observed post stimulation but participants in the left anodal/right cathodal stimulation group took longer to make a purchase compared to sham stimulation and had different visual fixation patterns over the buy buttons. This is, to our knowledge, the first use of non-invasive brain stimulation in the field of NeuroIS. Although the involvement of DLPFC in PEoU could not be confirmed, the present study suggests that non-invasive brain stimulation may be a useful research tool in NeuroIS.

A Flexible and Integrated System for the Remote Acquisition of Neuropsychological Data in Stroke Research

BACKGROUND

Neuropsychological testing is a central aspect of stroke research because it provides critical information about the cognitive-behavioral status of stroke survivors, as well as the diagnosis and treatment of stroke-related disorders. Standard neuropsychological methods rely upon face-to-face interactions between a patient and researcher, which creates geographic and logistical barriers that impede research progress and treatment advances.

INTRODUCTION

To overcome these barriers, we created a flexible and integrated system for the remote acquisition of neuropsychological data (RAND). The system we developed has a secure architecture that permits collaborative videoconferencing. The system supports shared audiovisual feeds that can provide continuous virtual interaction between a participant and researcher throughout a testing session. Shared presentation and computing controls can be used to deliver auditory and visual test items adapted from standard face-to-face materials or execute computer-based assessments. Spoken and manual responses can be acquired, and the components of the session can be recorded for offline data analysis.

MATERIALS AND METHODS

To evaluate its feasibility, our RAND system was used to administer a speech-language test battery to 16 stroke survivors with a variety of communication, sensory, and motor impairments. The sessions were initiated virtually without prior face-to-face instruction in the RAND technology or test battery.

RESULTS

Neuropsychological data were successfully acquired from all participants, including those with limited technology experience, and those with a communication, sensory, or motor impairment. Furthermore, participants indicated a high level of satisfaction with the RAND system and the remote assessment that it permits.

CONCLUSIONS

The results indicate the feasibility of using the RAND system for virtual home-based neuropsychological assessment without prior face-to-face contact between a participant and researcher. Because our RAND system architecture uses off-the-shelf technology and software, it can be duplicated without specialized expertise or equipment. In sum, our RAND system offers a readily available and promising alternative to face-to-face neuropsychological assessment in stroke research.

Neuroscience-Inspired Design: From Academic Neuromarketing to Commercially Relevant Research

Companies and organizations the world over wish to understand, predict, and ultimately change the behavior of those whom they interact with, advise, or else provide services for: be it the accident-prone driver out on the roads, the shopper bombarded by a myriad of alternative products on the supermarket shelf, or the growing proportion of the population who are clinically obese. The hope is that by understanding more about the mind, using recent advances in neuroscience, more effective interventions can be designed. But just what insights can a neuroscience-inspired approach offer over-and-above more traditional, not to mention contemporary, behavioral methods? This article focuses on three key areas: neuroergonomics, neuromarketing, and neurogastronomy. The utility of the neuroscience-inspired approach is illustrated with a number of concrete real-world examples. Practical challenges with commercial neuromarketing research, including the cost, timing, ethics/legality and access to scanners (in certain countries), and the limited ecological validity of the situations in which people are typically tested are also discussed. This commentary highlights a number of the key challenges associated with translating academic neuroscience research into commercial neuromarketing applications.

Neural markers of individual differences in decision-making

In the last few years, neuroscientists have begun to identify associations between individual differences in decision-making and features of neuroanatomy and neurophysiology. Different tendencies in decision making, such as tolerance for risk, delay or effort, have been linked to various neurobiological measures, such as morphometry, structural connectivity, functional connectivity or the function of neurotransmitter systems. Though far from immutable, these neural features may nonetheless be suitable as relatively stable biomarkers for different decision traits. The establishment of such markers would achieve one of the stated goals of neuroeconomics, which is to improve the prediction of economic behavior across different contexts.

Brain activity in valuation regions while thinking about the future predicts individual discount rates

People vary widely in how much they discount delayed rewards, yet little is known about the sources of these differences. Here we demonstrate that neural activity in ventromedial prefrontal cortex (VMPFC) and ventral striatum (VS) when human subjects are asked to merely think about the future--specifically, to judge the subjective length of future time intervals--predicts delay discounting. High discounters showed lower activity for longer time delays, while low discounters showed the opposite pattern. Our results demonstrate that the correlation between VMPFC and VS activity and discounting occurs even in the absence of choices about future rewards, and does not depend on a person explicitly evaluating future outcomes or judging their self-relevance. This suggests a link between discounting and basic processes involved in thinking about the future, such as temporal perception. Our results also suggest that reducing impatience requires not suppression of VMPFC and VS activity altogether, but rather modulation of how these regions respond to the present versus the future.

The valuation system: a coordinate-based meta-analysis of BOLD fMRI experiments examining neural correlates of subjective value

Numerous experiments have recently sought to identify neural signals associated with the subjective value (SV) of choice alternatives. Theoretically, SV assessment is an intermediate computational step during decision making, in which alternatives are placed on a common scale to facilitate value-maximizing choice. Here we present a quantitative, coordinate-based meta-analysis of 206 published fMRI studies investigating neural correlates of SV. Our results identify two general patterns of SV-correlated brain responses. In one set of regions, both positive and negative effects of SV on BOLD are reported at above-chance rates across the literature. Areas exhibiting this pattern include anterior insula, dorsomedial prefrontal cortex, dorsal and posterior striatum, and thalamus. The mixture of positive and negative effects potentially reflects an underlying U-shaped function, indicative of signal related to arousal or salience. In a second set of areas, including ventromedial prefrontal cortex and anterior ventral striatum, positive effects predominate. Positive effects in the latter regions are seen both when a decision is confronted and when an outcome is delivered, as well as for both monetary and primary rewards. These regions appear to constitute a "valuation system," carrying a domain-general SV signal and potentially contributing to value-based decision making.