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Zhang H, Yin L, Zhang H. Using subjective emotion, facial expression, and gaze direction to evaluate user affective experience and predict preference when playing single-player games. ERGONOMICS 2024:1-21. [PMID: 38832783 DOI: 10.1080/00140139.2024.2359123] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Subscribe] [Scholar Register] [Received: 08/30/2023] [Accepted: 05/18/2024] [Indexed: 06/05/2024]
Abstract
The affective experience generated when users play computer games can influence their attitude and preference towards the game. Existing evaluation means mainly depend on subjective scales and physiological signals. However, some limitations should not be ignored (e.g. subjective scales are not objective, and physiological signals are complicated). In this paper, we 1) propose a novel method to assess user affective experience when playing single-player games based on pleasure-arousal-dominance (PAD) emotions, facial expressions, and gaze directions, and 2) build an artificial intelligence model to identify user preference. Fifty-four subjects participated in a basketball experiment with three difficulty levels. Their expressions, gaze directions, and subjective PAD emotions were collected and analysed. Experimental results showed that the expression intensities of angry, sad, and neutral, yaw angle degrees of gaze direction, and PAD emotions varied significantly under different difficulties. Besides, the proposed model achieved better performance than other machine-learning algorithms on the collected dataset.
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Affiliation(s)
- He Zhang
- School of Design, Hunan University, Changsha, China
| | - Lu Yin
- School of Design, Hunan University, Changsha, China
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Yu D, Wei H, Xuefeng Z, Zhongxuan H, Yijun Z. The effect of new e-commerce platform's OSC promotion on consumer cognition: from cognitive legitimacy and cognitive psychology perspective. Front Hum Neurosci 2024; 18:1380259. [PMID: 38873655 PMCID: PMC11169696 DOI: 10.3389/fnhum.2024.1380259] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 02/01/2024] [Accepted: 05/20/2024] [Indexed: 06/15/2024] Open
Abstract
Introduction In the realm of emerging e-commerce platforms, the influence of online shopping events, specifically online carnival promotions (OSC), on consumer behavior is a significant area of interest.This paper delves into the effects of such promotions on consumer perceptions, a topic that has not been extensively explored in academic research. Methods To investigate this phenomenon, two distinct studies were conducted. The first study employed a questionnaire-based experiment involving 220 participants, divided into two groups. The first study examined the mediating role of cognitive legitimacy in the relationship between OSC events organized by new e-commerce platforms and the perceptions of consumers. The second study utilized an event-related potentials (ERPs) experiment with 33 participants to explore the differences in consumer perceptions between OSC promotions and general promotions by new e-commerce platforms. This study measured the brain's response to promotional stimuli to gain insights into the cognitive processes involved. Results The first study yielded results that suggest OSC activities can facilitate the establishment of cognitive legitimacy for new e-commerce platforms. This, in turn, was found to be associated with an increase in positive purchase intentions among consumers. In the second study, the ERPs data indicated that exposure to OSC promotional materials elicited larger P2 and N2 ERP components when participants were presented with the logo of a new e-commerce platform. This was in contrast to the response to general promotional materials, suggesting a heightened cognitive and perceptual engagement with OSC promotions. Discussion The findings from both studies collectively imply that OSC promotions have a distinct impact on consumer perceptions and cognitive processes. The implicit memory triggered by these promotions appears to influence the identification of new platforms and the mechanisms of cognitive control during online shopping. This, in turn, may have implications for explicit consumer behavior, suggesting that OSC promotions could be a powerful tool for shaping consumer attitudes and behaviors in the e-commerce space. The results underscore the importance of understanding the nuances of consumer engagement with new e-commerce platforms and the role of promotional strategies in fostering a positive brand image and consumer loyalty.
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Affiliation(s)
| | | | - Zhang Xuefeng
- School of Management, Southwest University of Political Science and Law, Chongqing, China
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Susser D, Cabrera LY. Brain Data in Context: Are New Rights the Way to Mental and Brain Privacy? AJOB Neurosci 2024; 15:122-133. [PMID: 37017379 DOI: 10.1080/21507740.2023.2188275] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [MESH Headings] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 04/06/2023]
Abstract
The potential to collect brain data more directly, with higher resolution, and in greater amounts has heightened worries about mental and brain privacy. In order to manage the risks to individuals posed by these privacy challenges, some have suggested codifying new privacy rights, including a right to "mental privacy." In this paper, we consider these arguments and conclude that while neurotechnologies do raise significant privacy concerns, such concerns are-at least for now-no different from those raised by other well-understood data collection technologies, such as gene sequencing tools and online surveillance. To better understand the privacy stakes of brain data, we suggest the use of a conceptual framework from information ethics, Helen Nissenbaum's "contextual integrity" theory. To illustrate the importance of context, we examine neurotechnologies and the information flows they produce in three familiar contexts-healthcare and medical research, criminal justice, and consumer marketing. We argue that by emphasizing what is distinct about brain privacy issues, rather than what they share with other data privacy concerns, risks weakening broader efforts to enact more robust privacy law and policy.
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Bennett EM, McLaughlin PJ. Neuroscience explanations really do satisfy: A systematic review and meta-analysis of the seductive allure of neuroscience. PUBLIC UNDERSTANDING OF SCIENCE (BRISTOL, ENGLAND) 2024; 33:290-307. [PMID: 37906516 DOI: 10.1177/09636625231205005] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [MESH Headings] [Track Full Text] [Subscribe] [Scholar Register] [Indexed: 11/02/2023]
Abstract
Extraneous neuroscience information improves ratings of scientific explanations, and affects mock juror decisions in many studies, but others have yielded little to no effect. To establish the magnitude of this effect, we conducted a random-effects meta-analysis using 60 experiments from 28 publications. We found a mild but highly significant effect, with substantial heterogeneity. Planned subgroup analyses revealed that within-subjects studies, where people can compare the same material with and without neuroscience, and those using text, have stronger effects than between-subjects designs, and studies using brain image stimuli. We serendipitously found that effect sizes were stronger on outcomes of evaluating satisfaction or metacomprehension, compared with jury verdicts or assessments of convincingness. In conclusion, there is more than one type of neuroscience explanations effect. Irrelevant neuroscience does have a seductive allure, especially on self-appraised satisfaction and understanding, and when presented as text.
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Çakar T, Son-Turan S, Girişken Y, Sayar A, Ertuğrul S, Filiz G, Tuna E. Unlocking the neural mechanisms of consumer loan evaluations: an fNIRS and ML-based consumer neuroscience study. Front Hum Neurosci 2024; 18:1286918. [PMID: 38375365 PMCID: PMC10875049 DOI: 10.3389/fnhum.2024.1286918] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 08/31/2023] [Accepted: 01/11/2024] [Indexed: 02/21/2024] Open
Abstract
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. This study integrates fNIRS data with advanced ML algorithms, specifically Extreme Gradient Boosting, CatBoost, Extra Tree Classifier, and Light Gradient Boosted Machine, to predict participants' credit decisions based on prefrontal cortex (PFC) activation patterns. Results Findings reveal distinctive PFC regions correlating with credit behaviors, including the dorsolateral prefrontal cortex (dlPFC) associated with strategic decision-making, the orbitofrontal cortex (OFC) linked to emotional valuations, and the ventromedial prefrontal cortex (vmPFC) reflecting brand integration and reward processing. Notably, the right dorsomedial prefrontal cortex (dmPFC) and the right vmPFC contribute to positive credit preferences. Discussion This interdisciplinary approach bridges neuroscience, machine learning and finance, offering unprecedented insights into the neural mechanisms guiding financial choices regarding different loan offers. The study's predictive model holds promise for refining financial services and illuminating human financial behavior within the burgeoning field of neurofinance. The work exemplifies the potential of interdisciplinary research to enhance our understanding of human financial decision-making.
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Affiliation(s)
- Tuna Çakar
- Department of Computer Engineering, MEF University, Istanbul, Türkiye
| | - Semen Son-Turan
- Department of Business Administration, MEF University, Maslak, Türkiye
| | - Yener Girişken
- Faculty of Economics and Administrative Sciences, Final International University, Istanbul, Türkiye
| | - Alperen Sayar
- Informatics Technologies Master Program, MEF University, Istanbul, Türkiye
| | - Seyit Ertuğrul
- Informatics Technologies Master Program, MEF University, Istanbul, Türkiye
| | - Gözde Filiz
- Computer Science and Engineering Ph.D. Program, MEF University, Istanbul, Türkiye
| | - Esin Tuna
- Department of Psychology, MEF University, Istanbul, Türkiye
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Watanuki S. Identifying distinctive brain regions related to consumer choice behaviors on branded foods using activation likelihood estimation and machine learning. Front Comput Neurosci 2024; 18:1310013. [PMID: 38374888 PMCID: PMC10875973 DOI: 10.3389/fncom.2024.1310013] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 10/09/2023] [Accepted: 01/04/2024] [Indexed: 02/21/2024] Open
Abstract
Introduction Brand equity plays a crucial role in a brand's commercial success; however, research on the brain regions associated with brand equity has had mixed results. This study aimed to investigate key brain regions associated with the decision-making of branded and unbranded foods using quantitative neuroimaging meta-analysis and machine learning. Methods Quantitative neuroimaging meta-analysis was performed using the activation likelihood method. Activation of the ventral medial prefrontal cortex (VMPFC) overlapped between branded and unbranded foods. The lingual and parahippocampal gyri (PHG) were activated in the case of branded foods, whereas no brain regions were characteristically activated in response to unbranded foods. We proposed a novel predictive method based on the reported foci data, referencing the multi-voxel pattern analysis (MVPA) results. This approach is referred to as the multi-coordinate pattern analysis (MCPA). We conducted the MCPA, adopting the sparse partial least squares discriminant analysis (sPLS-DA) to detect unique brain regions associated with branded and unbranded foods based on coordinate data. The sPLS-DA is an extended PLS method that enables the processing of categorical data as outcome variables. Results We found that the lingual gyrus is a distinct brain region in branded foods. Thus, the VMPFC might be a core brain region in food categories in consumer behavior, regardless of whether they are branded foods. Moreover, the connection between the PHG and lingual gyrus might be a unique neural mechanism in branded foods. Discussion As this mechanism engages in imaging the feature-self based on emotionally subjective contextual associative memories, brand managers should create future-oriented relevancies between brands and consumers to build valuable brands.
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Affiliation(s)
- Shinya Watanuki
- Department of Marketing, Faculty of Commerce, University of Marketing and Distribution Sciences, Kobe, Hyogo, Japan
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Nakazawa K, Hirabayashi K, Kawai W, Kyutoku Y, Kawabata Duncan K, Dan I. Assessing functional impulsivity using functional near-infrared spectroscopy. FRONTIERS IN NEUROERGONOMICS 2023; 4:1207484. [PMID: 38234501 PMCID: PMC10790886 DOI: 10.3389/fnrgo.2023.1207484] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Figures] [Subscribe] [Scholar Register] [Received: 04/17/2023] [Accepted: 09/22/2023] [Indexed: 01/19/2024]
Abstract
Introduction In neuromarketing, a recently developing, inter-disciplinary field combining neuroscience and marketing, neurophysiological responses have been applied to understand consumers' behaviors. While many studies have focused on explicit attitudes, few have targeted implicit aspects. To explore the possibility of measuring implicit desire for a product, we focused on functional impulsivity related to obtaining a product as a reward and devised a product-rewarded traffic light task (PRTLT). The PRTLT requires participants to take risks under time pressure in order for them to maximize rewards in the form of commercial products, with the brand of products being an independent variable. Thus, we explored the feasibility of applying a PRTLT in a neuromarketing context to implicitly differentiate between the perceived value of products and supported our data with neurophysiological evidence obtained using fNIRS to concurrently monitor cortical activation. Methods Thirty healthy students were asked to perform the PRTLT. We compared participants' functional impulsivity toward two different chocolate products that had obviously different values. Along with their behavioral responses, participants' cerebral hemodynamic responses during the PRTLT were measured using fNIRS covering the lateral prefrontal cortices and the neighboring regions. We conducted adaptive general linear model (GLM) analysis for hemodynamic responses. First, we identified the regions involved in the PRTLT. Second, we compared activation patterns between expensive and inexpensive conditions. Results Behavioral analysis confirmed that the expensive condition trended toward producing a higher PRTLT score than did the inexpensive condition. fNIRS neuroimaging analysis showed task-derived activation in the bilateral dorsolateral prefrontal cortex (DLPFC) and frontopolar cortex (FPC). Moreover, we found significant differences between expensive and inexpensive conditions in the cortical activations in the FPC and the left-DLPFC. Conclusion These results imply that the two products evoked different functional impulsivity, and the hemodynamic responses reflect that. Thus, we concluded that it is possible to observe differences in demand for products using a PRTLT that evokes functional impulsivity. The current study presents a new possibility in neuromarketing research of observing differences between consumers' covert attitudes toward commercially available products, possibly providing a neural basis related to hidden needs for some products.
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Affiliation(s)
- Kenta Nakazawa
- Applied Cognitive Neuroscience Laboratory, Faculty of Science and Engineering, Chuo University, Tokyo, Japan
| | | | - Wakana Kawai
- Applied Cognitive Neuroscience Laboratory, Faculty of Science and Engineering, Chuo University, Tokyo, Japan
| | - Yasushi Kyutoku
- Applied Cognitive Neuroscience Laboratory, Faculty of Science and Engineering, Chuo University, Tokyo, Japan
| | | | - Ippeita Dan
- Applied Cognitive Neuroscience Laboratory, Faculty of Science and Engineering, Chuo University, Tokyo, Japan
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Hakim A, Golan I, Yefet S, Levy DJ. DeePay: deep learning decodes EEG to predict consumer's willingness to pay for neuromarketing. Front Hum Neurosci 2023; 17:1153413. [PMID: 37342823 PMCID: PMC10277553 DOI: 10.3389/fnhum.2023.1153413] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [Grants] [Track Full Text] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 01/29/2023] [Accepted: 05/16/2023] [Indexed: 06/23/2023] Open
Abstract
There is an increasing demand within consumer-neuroscience (or neuromarketing) for objective neural measures to quantify consumers' subjective valuations and predict responses to marketing campaigns. However, the properties of EEG raise difficulties for these aims: small datasets, high dimensionality, elaborate manual feature extraction, intrinsic noise, and between-subject variations. We aimed to overcome these limitations by combining unique techniques of Deep Learning Networks (DLNs), while providing interpretable results for neuroscientific and decision-making insight. In this study, we developed a DLN to predict subjects' willingness to pay (WTP) based on their EEG data. In each trial, 213 subjects observed a product's image, from 72 possible products, and then reported their WTP for the product. The DLN employed EEG recordings from product observation to predict the corresponding reported WTP values. Our results showed 0.276 test root-mean-square-error and 75.09% test accuracy in predicting high vs. low WTP, surpassing other models and a manual feature extraction approach. Network visualizations provided the predictive frequencies of neural activity, their scalp distributions, and critical timepoints, shedding light on the neural mechanisms involved with evaluation. In conclusion, we show that DLNs may be the superior method to perform EEG-based predictions, to the benefit of decision-making researchers and marketing practitioners alike.
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Affiliation(s)
- Adam Hakim
- Neuroeconomics and Neuromarketing Lab, Sagol School of Neuroscience, Tel Aviv University, Tel Aviv-Yafo, Israel
| | - Itamar Golan
- Amir Globerson Research Group, Blavatnik School of Computer Science, Tel Aviv-Yafo, Israel
| | - Sharon Yefet
- Neuroeconomics and Neuromarketing Lab, Coller School of Management, Tel Aviv University, Tel Aviv-Yafo, Israel
| | - Dino J. Levy
- Neuroeconomics and Neuromarketing Lab, Sagol School of Neuroscience, Tel Aviv University, Tel Aviv-Yafo, Israel
- Neuroeconomics and Neuromarketing Lab, Coller School of Management, Tel Aviv University, Tel Aviv-Yafo, Israel
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Alsharif AH, Salleh NZM, Alrawad M, Lutfi A. Exploring global trends and future directions in advertising research: A focus on consumer behavior. CURRENT PSYCHOLOGY 2023:1-24. [PMID: 37359681 PMCID: PMC10239056 DOI: 10.1007/s12144-023-04812-w] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Accepted: 05/25/2023] [Indexed: 06/28/2023]
Abstract
This study aims to select the physiological and neurophysiological studies utilized in advertising and to address the fragmented comprehension of consumers' mental responses to advertising held by marketers and advertisers. To fill the gap, the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework was employed to select relevant articles, and bibliometric analysis was conducted to determine global trends and advancements in advertising and neuromarketing. The study selected and analyzed forty-one papers from the Web of Science (WoS) database from 2009-2020. The results indicated that Spain, particularly the Complutense University of Madrid, was the most productive country and institution, respectively, with 11 and 3 articles. The journal Frontiers in Psychology was the most prolific, with eight articles. The article "Neuromarketing: The New Science of Consumer Behavior" had the most citations (152 T.Cs). Additionally, the researchers discovered that the inferior frontal and middle temporal gyri were associated with pleasant and unpleasant emotions, respectively, while the right superior temporal and right middle frontal gyrus was connected to high and low arousal. Furthermore, the right prefrontal cortex (PFC) and left PFC were linked to withdrawal and approach behaviors. In terms of the reward system, the ventral striatum played a critical role, while the orbitofrontal cortex and ventromedial PFC were connected to perception. As far as we know, this is the first paper that focused on the global academic trends and developments of neurophysiological and physiological instruments used in advertising in the new millennium, emphasizing the significance of intrinsic and extrinsic emotional processes, endogenous and exogenous attentional processes, memory, reward, motivational attitude, and perception in advertising campaigns.
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Affiliation(s)
- Ahmed H. Alsharif
- Azman Hashim International Business School, Universiti Teknologi Malaysia, 81310 Skudai, Johor Malaysia
| | - Nor Zafir Md Salleh
- Azman Hashim International Business School, Universiti Teknologi Malaysia, 81310 Skudai, Johor Malaysia
| | - Mahmaod Alrawad
- Department of Quantitative Methods, College of Business Administration, King Faisal University, Al-Ahsa, 31982 Saudi Arabia
- College of Business Administration and Economics, Al-Hussein Bin Talal University, Ma’an, 71111 Jordan
| | - Abdalwali Lutfi
- Department of Accounting, College of Business, King Faisal University, Al-Ahsa, 31982 Saudi Arabia
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Hoshi A, Hirayama Y, Saito F, Ishiguro T, Suetani H, Kitajo K. Spatiotemporal consistency of neural responses to repeatedly presented video stimuli accounts for population preferences. Sci Rep 2023; 13:5532. [PMID: 37015982 PMCID: PMC10073227 DOI: 10.1038/s41598-023-31751-0] [Citation(s) in RCA: 1] [Impact Index Per Article: 1.0] [Reference Citation Analysis] [Abstract] [Journal Information] [Subscribe] [Scholar Register] [Received: 05/09/2022] [Accepted: 03/16/2023] [Indexed: 04/06/2023] Open
Abstract
Population preferences for video advertisements vary across short video clips. What underlies these differences? Repeatedly watching a video clip may produce a consistent spatiotemporal pattern of neural activity that is dependent on the individual and the stimulus. Moreover, such consistency may be associated with the degree of engagement and memory of individual viewers. Since the population preferences are associated with the engagement and memory of the individual viewers, the consistency observed in a smaller group of viewers can be a predictor of population preferences. To test the hypothesis, we measured the degree of inter-trial consistency in participants' electroencephalographic (EEG) responses to repeatedly presented television commercials. We observed consistency in the neural activity patterns across repetitive views and found that the similarity in the spatiotemporal patterns of neural responses while viewing popular television commercials predicts population preferences obtained from a large audience. Moreover, a regression model that used two datasets, including two separate groups of participants viewing different stimulus sets, showed good predictive performance in a leave-one-out cross-validation. These findings suggest that universal spatiotemporal patterns in EEG responses can account for population-level human behaviours.
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Affiliation(s)
- Ayaka Hoshi
- RIKEN Center for Brain Science, 2-1 Hirosawa, Wako, Saitama, 351-0198, Japan
- KIRIN Central Research Institute, Research & Development Division, Kirin Holdings Company, Limited, 26-1-12-12 Muraoka-Higashi 2-chome, Fujisawa, Kanagawa, 251-8555, Japan
| | - Yuya Hirayama
- RIKEN Center for Brain Science, 2-1 Hirosawa, Wako, Saitama, 351-0198, Japan
| | - Fumihiro Saito
- RIKEN Center for Brain Science, 2-1 Hirosawa, Wako, Saitama, 351-0198, Japan
| | - Tatsuji Ishiguro
- KIRIN Central Research Institute, Research & Development Division, Kirin Holdings Company, Limited, 26-1-12-12 Muraoka-Higashi 2-chome, Fujisawa, Kanagawa, 251-8555, Japan
| | - Hiromichi Suetani
- RIKEN Center for Brain Science, 2-1 Hirosawa, Wako, Saitama, 351-0198, Japan
- Faculty of Science and Technology, Oita University, 700 Dannoharu, Oita, 870-1192, Japan
| | - Keiichi Kitajo
- RIKEN Center for Brain Science, 2-1 Hirosawa, Wako, Saitama, 351-0198, Japan.
- Division of Neural Dynamics, Department of System Neuroscience, National Institute for Physiological Sciences, National Institutes of Natural Sciences, 38 Nishigonaka, Myodaiji, Okazaki, Aichi, 444-8585, Japan.
- Department of Physiological Sciences, School of Life Science, The Graduate University for Advanced Studies (SOKENDAI), 38 Nishigonaka, Myodaiji, Okazaki, 444-8585, Japan.
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Daria S, Sofya K, Shamgunova Yulia Z, Mariia M. Measuring effects of packaging on willingness-to-pay for chocolate: evidence from an EEG experiment. Food Qual Prefer 2023. [DOI: 10.1016/j.foodqual.2023.104840] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 02/25/2023]
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12
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Höfling TTA, Alpers GW. Automatic facial coding predicts self-report of emotion, advertisement and brand effects elicited by video commercials. Front Neurosci 2023; 17:1125983. [PMID: 37205049 PMCID: PMC10185761 DOI: 10.3389/fnins.2023.1125983] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 12/16/2022] [Accepted: 02/10/2023] [Indexed: 05/21/2023] Open
Abstract
Introduction Consumers' emotional responses are the prime target for marketing commercials. Facial expressions provide information about a person's emotional state and technological advances have enabled machines to automatically decode them. Method With automatic facial coding we investigated the relationships between facial movements (i.e., action unit activity) and self-report of commercials advertisement emotion, advertisement and brand effects. Therefore, we recorded and analyzed the facial responses of 219 participants while they watched a broad array of video commercials. Results Facial expressions significantly predicted self-report of emotion as well as advertisement and brand effects. Interestingly, facial expressions had incremental value beyond self-report of emotion in the prediction of advertisement and brand effects. Hence, automatic facial coding appears to be useful as a non-verbal quantification of advertisement effects beyond self-report. Discussion This is the first study to measure a broad spectrum of automatically scored facial responses to video commercials. Automatic facial coding is a promising non-invasive and non-verbal method to measure emotional responses in marketing.
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Neurobehavioral markers of food preference and reward in fasted and fed states and their association with eating behaviors in young Chinese adults. Food Qual Prefer 2023. [DOI: 10.1016/j.foodqual.2022.104689] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 11/22/2022]
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Słupińska K, Włodarczyk K, Borawski M, Wlekły P. Is the shopping list a guarantee for rational consumer behaviour? HUMAN TECHNOLOGY 2022. [DOI: 10.14254/1795-6889.2022.18-3.5] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Track Full Text] [Subscribe] [Scholar Register] [Indexed: 12/29/2022]
Abstract
Consumers may undertake various steps in order to increase the rationality of their choices. One of the options involves drawing up a shopping list. The study presents an innovative method of analysing consumer behaviour during shopping. Modern technologies were used to set up a virtual environment within which a store was created. A combination of methods was employed to assess the subjective opinions expressed during in-depth interviews. Another step focused on analysing the internal stimuli of the research subjects with the use of neuroscientific tools to evaluate the behaviour of the research participants. The aim of the study was to verify the impact of a shopping list on consumer rationality. The research results presented constitute a part of a broader research project, within the scope of which research method triangulations enabled an in-depth analysis of conscious and unconscious aspects of the subjects’ behaviour (Borawski et al. 2021).
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Central EEG Beta/Alpha Ratio Predicts the Population-Wide Efficiency of Advertisements. Brain Sci 2022; 13:brainsci13010057. [PMID: 36672039 PMCID: PMC9856603 DOI: 10.3390/brainsci13010057] [Citation(s) in RCA: 2] [Impact Index Per Article: 1.0] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 11/19/2022] [Revised: 12/13/2022] [Accepted: 12/23/2022] [Indexed: 12/29/2022] Open
Abstract
Recent studies have demonstrated that the brain activity of a group of people can be used to forecast choices at the population level. In this study, we attempted to neuroforecast aggregate consumer behavior of Internet users. During our electroencephalography (EEG) and eye-tracking study, participants were exposed to 10 banners that were also used in the real digital marketing campaign. In the separate online study, we additionally collected self-reported preferences for the same banners. We explored the relationship between the EEG, eye-tracking, and behavioral indexes obtained in our studies and the banners' aggregate efficiency provided by the large food retailer based on the decisions of 291,301 Internet users. An EEG-based engagement index (central beta/alpha ratio) significantly correlated with the aggregate efficiency of banners. Furthermore, our multiple linear regression models showed that a combination of eye-tracking, EEG and behavioral measurements better explained the market-level efficiency of banner advertisements than each measurement alone. Overall, our results confirm that neural signals of a relatively small number of individuals can forecast aggregate behavior at the population level.
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“Voodoo” Science in Neuroimaging: How a Controversy Transformed into a Crisis. SOCIAL SCIENCES 2022. [DOI: 10.3390/socsci12010015] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 12/28/2022] Open
Abstract
Since the 1990s, functional magnetic resonance imaging (fMRI) techniques have continued to advance, which has led researchers and non specialists alike to regard this technique as infallible. However, at the end of 2008, a scientific controversy and the related media coverage called functional neuroimaging practices into question and cast doubt on the capacity of fMRI studies to produce reliable results. The purpose of this article is to retrace the history of this contemporary controversy and its treatment in the media. Then, the study stands at the intersection of the history of science, the epistemology of statistics, and the epistemology of science. Arguments involving actors (researchers, the media) and the chronology of events are presented. Finally, the article reveals that three groups fought through different arguments (false positives, statistical power, sample size, etc.), reaffirming the current scientific norms that separate the true from the false. Replication, forming this boundary, takes the place of the most persuasive argument. This is how the voodoo controversy joined the replication crisis.
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Investigation of Involvement between Specific Brain Regions and Evaluation Criteria Elements in a Two-Selections Task. COMPUTATIONAL INTELLIGENCE AND NEUROSCIENCE 2022; 2022:3999223. [PMID: 36582408 PMCID: PMC9794435 DOI: 10.1155/2022/3999223] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Track Full Text] [Figures] [Subscribe] [Scholar Register] [Received: 07/21/2022] [Revised: 11/07/2022] [Accepted: 11/15/2022] [Indexed: 12/24/2022]
Abstract
It is essential to understand the neural mechanisms underlying human decision-making. Several studies using traditional analysis have attempted to explain the neural mechanisms associated with decision-making based on abstract rewards. However, brain-decoding research that utilizes the multivoxel pattern analysis (MVPA) method, especially research focusing on decision-making, remains limited. In brain analysis, decoding strategies for multivoxels are required for various decision-making evaluation criteria. This is because in daily life, the human decision-making process makes use of many evaluation criteria. In the present study, we investigated the representation of evaluation criterion categories in a decision-making process using functional magnetic resonance imaging and MVPA. Participants performed a decision-making task that involved choosing a smartphone by referring to four types of evaluation criteria. The regions of interest (ROIs) were the ventromedial prefrontal cortex (vmPFC), nucleus accumbens (NAcc), and insula. Each combination of the four evaluation criteria was analyzed based on a binary classification using MVPA. From the binary classification accuracy obtained from MVPA, the regions that reflected differences in the evaluation criteria among the ROIs were evaluated. The results of the binary classification in the vmPFC and NAcc indicated that these regions can express evaluation criteria in decision-making processes.
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Chen K, Zhang W, Jiang P. Ratings or Sales? The Neural and Psychological Processes of Online Experience Product Purchase: Evidence from a Sample of Chinese University Students. Behav Sci (Basel) 2022; 12:bs12120499. [PMID: 36546982 PMCID: PMC9774960 DOI: 10.3390/bs12120499] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 10/19/2022] [Revised: 11/28/2022] [Accepted: 12/05/2022] [Indexed: 12/12/2022] Open
Abstract
Extrinsic cues are ubiquitous in daily commodity consumption scenarios, not to mention online consumption scenarios. Among the many online cues, monthly sales and product ratings are two of the most representative. Some scholars have researched the impact of these cues on consumer decision making, but only search products have been investigated. Based on previous research, this article expanded the types of products to experience products and further explored consumer purchase behaviours and the underlying purchase processes influenced by these two extrinsic cues with the assistance of a neuroscience tool, event-related potentials (ERPs). The behavioural results indicated that the subjects decided mainly based on ratings, while the effect of sales was continuously inhibited. The ERP results further suggested that consumers recognised low ratings and low sales as more negative stimuli than high ratings and high sales, as larger P2 amplitudes were observed. Following the early processing of these cues, low ratings were considered unacceptable and evoked more significant emotional conflicts than high ratings, which was reflected by larger N400 amplitudes. Moreover, in the late stage, high ratings, which activated evaluation categorisation and produced more significant emotional arousal than low-rating conditions, guided the formation of purchase intention and reflected greater LPP amplitudes. Theoretical and managerial implications were discussed.
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Affiliation(s)
- Keyu Chen
- Business School, Ningbo University, Ningbo 315211, China
| | - Wuke Zhang
- Business School, Ningbo University, Ningbo 315211, China
| | - Pengtao Jiang
- Nottingham University Business School China, University of Nottingham Ningbo China, Ningbo 315100, China
- School of Information Science and Engineering, NingboTech University, Ningbo 315100, China
- Correspondence:
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Byrne A, Bonfiglio E, Rigby C, Edelstyn N. A systematic review of the prediction of consumer preference using EEG measures and machine-learning in neuromarketing research. Brain Inform 2022; 9:27. [PMCID: PMC9663791 DOI: 10.1186/s40708-022-00175-3] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 03/25/2022] [Accepted: 09/15/2022] [Indexed: 11/16/2022] Open
Abstract
Abstract
Introduction
The present paper discusses the findings of a systematic review of EEG measures in neuromarketing, identifying which EEG measures are the most robust predictor of customer preference in neuromarketing. The review investigated which TF effect (e.g., theta-band power), and ERP component (e.g., N400) was most consistently reflective of self-reported preference. Machine-learning prediction also investigated, along with the use of EEG when combined with physiological measures such as eye-tracking.
Methods
Search terms ‘neuromarketing’ and ‘consumer neuroscience’ identified papers that used EEG measures. Publications were excluded if they were primarily written in a language other than English or were not published as journal articles (e.g., book chapters). 174 papers were included in the present review.
Results
Frontal alpha asymmetry (FAA) was the most reliable TF signal of preference and was able to differentiate positive from negative consumer responses. Similarly, the late positive potential (LPP) was the most reliable ERP component, reflecting conscious emotional evaluation of products and advertising. However, there was limited consistency across papers, with each measure showing mixed results when related to preference and purchase behaviour.
Conclusions and implications
FAA and the LPP were the most consistent markers of emotional responses to marketing stimuli, consumer preference and purchase intention. Predictive accuracy of FAA and the LPP was greatly improved through the use of machine-learning prediction, especially when combined with eye-tracking or facial expression analyses.
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Rodríguez‐Fuertes A, Reinares‐Lara P, Garcia‐Henche B. Incorporation of the emotional indicators of the patient journey into healthcare organization management. Health Expect 2022; 26:297-306. [PMID: 36335577 PMCID: PMC9854301 DOI: 10.1111/hex.13656] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 04/16/2022] [Revised: 10/19/2022] [Accepted: 10/23/2022] [Indexed: 11/08/2022] Open
Abstract
BACKGROUND In recent years, attempts have been made to incorporate patients' experiences into healthcare processes, to complement clinical indicators, with what are known as patient-reported outcome measures (PROMs) and patient-reported experience measures (PREMs). While the research into PROMs is more developed, the application of PREMs faces some difficulties. The incorporation of emotional indicators into assessments of the experience is an area that remains to be explored. OBJECTIVES This study proposes a new technique to analyse the emotions experienced by patients during the care process, examines how these emotions influence their satisfaction and propose that if healthcare services focus more on patients' emotions, they can improve the effectiveness of the sector. METHODS The first, qualitative stage, gathered data from patients to design a patient journey (PJ). The PJ was then reproduced as a video. In a subsequent, quantitative stage, the video was shown to experimental participants, and their emotions were measured through facial expression analysis and a questionnaire. RESULTS A new technique to gather emotional data showed that the emotions patients experience do not affect their satisfaction with their clinical care or the physical aspects of the process. However, their emotions did affect their satisfaction with people and organizations. CONCLUSIONS The importance of the emotional component of patients' experiences was underlined. Therefore, healthcare organizations should take account of this dimension, as well as the cognitive, to increase patient satisfaction and improve their care processes. Understanding the impact of the emotions identified at the subconscious level can help improve the patient experience. A new methodology was applied that may help health professionals to collect emotional data about patients' experiences and to develop PREMs. PATIENT/PUBLIC CONTRIBUTION Patients were involved in all stages of this research. In the exploratory phase, some helped define the touchpoints of the PJ. The data from the subsequent experimental phase were collected from another group, and the emotions they experienced were identified through the analysis of their facial expressions. Based on the results of this study, a working group including patients has been established to work on improvements in the PJ.
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Čarnogurský K, Madzík P, Diacikova A, Bercik J. Influence of aromatization on the perception of work environment and job satisfaction. TQM JOURNAL 2022. [DOI: 10.1108/tqm-11-2021-0324] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Track Full Text] [Subscribe] [Scholar Register] [Indexed: 11/17/2022]
Abstract
PurposeThe aim of this paper is to examine how indoor aromatization affects the expressed and unexpressed satisfaction with the work environment in the production hall of an industrial company.Design/methodology/approachThe aroma was flavored by an aromatization unit, the expressed satisfaction was measured on a scale and biometrics of facial recognition (FaceReader) was used to measure unexpressed satisfaction, enabling the recording of eight emotions and two basic emotions.FindingsResearch has shown the effect of aroma on two emotions – neutral and angry – which partially confirmed the sense of flavoring production facilities. Previous research has shown that positive feelings caused by a pleasant smell influence customers' purchasing decisions. As the use of aroma affects the mental state of the individual, it could be also applied for non-marketing purposes.Originality/valueTo date, there has been no research that systematically addresses the impact of aromatization on the perception of the work environment in a manufacturing company. The presented study is unique in its design and focus and provides basic information about the impact of aroma on individuals. The findings of this study can help to examine further aspects that indirectly affect performance.
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22
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Leeuwis N, van Bommel T, Alimardani M. A framework for application of consumer neuroscience in pro-environmental behavior change interventions. Front Hum Neurosci 2022; 16:886600. [PMID: 36188183 PMCID: PMC9520489 DOI: 10.3389/fnhum.2022.886600] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 02/28/2022] [Accepted: 08/23/2022] [Indexed: 11/15/2022] Open
Abstract
Most consumers are aware that climate change is a growing problem and admit that action is needed. However, research shows that consumers' behavior often does not conform to their value and orientations. This value-behavior gap is due to contextual factors such as price, product design, and social norms as well as individual factors such as personal and hedonic values, environmental beliefs, and the workload capacity an individual can handle. Because of this conflict of interest, consumers have a hard time identifying the true drivers of their behavior, as they are either unaware of or unwilling to acknowledge the processes at play. Therefore, consumer neuroscience methods might provide a valuable tool to uncover the implicit measurements of pro-environmental behavior (PEB). Several studies have already defined neurophysiological differences between green and non-green individuals; however, a behavior change intervention must be developed to motivate PEB among consumers. Motivating behavior with reward or punishment will most likely get users engaged in climate change action via brain structures related to the reward system, such as the amygdala, nucleus accumbens, and (pre)frontal cortex, where the reward information and subsequent affective responses are encoded. The intensity of the reward experience can be increased when the consumer is consciously considering the action to achieve it. This makes goal-directed behavior the potential aim of behavior change interventions. This article provides an extensive review of the neuroscientific evidence for consumer attitude, behavior, and decision-making processes in the light of sustainability incentives for behavior change interventions. Based on this review, we aim to unite the current theories and provide future research directions to exploit the power of affective conditioning and neuroscience methods for promoting PEB engagement.
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Affiliation(s)
- Nikki Leeuwis
- Department of Cognitive Science and Artificial Intelligence, Tilburg School of Humanities and Digital Sciences, Tilburg University, Tilburg, Netherlands
- Unravel Research, Utrecht, Netherlands
| | | | - Maryam Alimardani
- Department of Cognitive Science and Artificial Intelligence, Tilburg School of Humanities and Digital Sciences, Tilburg University, Tilburg, Netherlands
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23
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The Neuromarketing Concept in Artificial Neural Networks: A Case of Forecasting and Simulation from the Advertising Industry. SUSTAINABILITY 2022. [DOI: 10.3390/su14148546] [Citation(s) in RCA: 2] [Impact Index Per Article: 1.0] [Reference Citation Analysis] [Abstract] [Track Full Text] [Subscribe] [Scholar Register] [Indexed: 12/23/2022]
Abstract
This research aims to examine a neural network (artificial intelligence) as an alternative model to examine the neuromarketing phenomenon. Neuromarketing is comparatively new as a technique for designing marketing strategies, especially advertising campaigns. Marketers have used a variety of different neuromarketing tools, for instance functional magnetic resonance imaging (fMRI), eye tracking, electroencephalography (EEG), steady-state probe topography (SSPT), and other expensive gadgets. Similarly, researchers have been using these devices to carry out their studies. Therefore, neuromarketing has been an expensive project for both companies and researchers. We employed 585 human responses and used the neural network (artificial intelligence) technique to examine the predictive consumer buying behavior of an effective advertisement. For this purpose, we employed two neural network applications (artificial intelligence) to examine consumer buying behavior, first taken from a 1–5 Likert scale. A second application was run to examine the predicted consumer buying behavior in light of the neuromarketing phenomenon. The findings suggest that a neural network (artificial intelligence) is a unique, cost-effective, and powerful alternative to traditional neuromarketing tools. This study has significant theoretical and practical implications for future researchers and brand managers in the service and manufacturing sectors.
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24
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E-Senses, Panel Tests and Wearable Sensors: A Teamwork for Food Quality Assessment and Prediction of Consumer’s Choices. CHEMOSENSORS 2022. [DOI: 10.3390/chemosensors10070244] [Citation(s) in RCA: 5] [Impact Index Per Article: 2.5] [Reference Citation Analysis] [Abstract] [Track Full Text] [Subscribe] [Scholar Register] [Indexed: 11/16/2022]
Abstract
At present, food quality is of utmost importance, not only to comply with commercial regulations, but also to meet the expectations of consumers; this aspect includes sensory features capable of triggering emotions through the citizen’s perception. To date, key parameters for food quality assessment have been sought through analytical methods alone or in combination with a panel test, but the evaluation of panelists’ reactions via psychophysiological markers is now becoming increasingly popular. As such, the present review investigates recent applications of traditional and novel methods to the specific field. These include electronic senses (e-nose, e-tongue, and e-eye), sensory analysis, and wearables for emotion recognition. Given the advantages and limitations highlighted throughout the review for each approach (both traditional and innovative ones), it was possible to conclude that a synergy between traditional and innovative approaches could be the best way to optimally manage the trade-off between the accuracy of the information and feasibility of the investigation. This evidence could help in better planning future investigations in the field of food sciences, providing more reliable, objective, and unbiased results, but it also has important implications in the field of neuromarketing related to edible compounds.
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Dennison JB, Sazhin D, Smith DV. Decision neuroscience and neuroeconomics: Recent progress and ongoing challenges. WILEY INTERDISCIPLINARY REVIEWS. COGNITIVE SCIENCE 2022; 13:e1589. [PMID: 35137549 PMCID: PMC9124684 DOI: 10.1002/wcs.1589] [Citation(s) in RCA: 2] [Impact Index Per Article: 1.0] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Subscribe] [Scholar Register] [Received: 10/05/2020] [Revised: 11/28/2021] [Accepted: 12/21/2021] [Indexed: 01/10/2023]
Abstract
In the past decade, decision neuroscience and neuroeconomics have developed many new insights in the study of decision making. This review provides an overarching update on how the field has advanced in this time period. Although our initial review a decade ago outlined several theoretical, conceptual, methodological, empirical, and practical challenges, there has only been limited progress in resolving these challenges. We summarize significant trends in decision neuroscience through the lens of the challenges outlined for the field and review examples where the field has had significant, direct, and applicable impacts across economics and psychology. First, we review progress on topics including reward learning, explore-exploit decisions, risk and ambiguity, intertemporal choice, and valuation. Next, we assess the impacts of emotion, social rewards, and social context on decision making. Then, we follow up with how individual differences impact choices and new exciting developments in the prediction and neuroforecasting of future decisions. Finally, we consider how trends in decision-neuroscience research reflect progress toward resolving past challenges, discuss new and exciting applications of recent research, and identify new challenges for the field. This article is categorized under: Psychology > Reasoning and Decision Making Psychology > Emotion and Motivation.
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Affiliation(s)
- Jeffrey B Dennison
- Department of Psychology, Temple University, Philadelphia, Pennsylvania, USA
| | - Daniel Sazhin
- Department of Psychology, Temple University, Philadelphia, Pennsylvania, USA
| | - David V Smith
- Department of Psychology, Temple University, Philadelphia, Pennsylvania, USA
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26
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Akbari A, Nowkarizi M, Rostami R, Moghimi A. The role of psychological, skill level and demographic variables in information-seeking behaviours in mental health professionals. J Inf Sci 2022. [DOI: 10.1177/01655515221092363] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 11/17/2022]
Abstract
The aim of this study was to identify the variables that can potentially affect information-seeking behaviour in mental health service providers using a quasi-experimental research design. The sample included 30 mental health professionals (with minimum 2 years of experience) to each of whom a scenario was presented in which signs and symptoms of three patients were presented, simulating an actual diagnostic interview. Stress response evaluation (SRE), questionnaires, behavioural observation by the Morae software, and semi-structured interviews were used as means of data collection. Our findings showed that variables such as demographic (e.g. field of study, level of education, work experience and age), psychological (e.g. state and trait anxiety, and therapist’s self-assessment) and skill level (e.g. information literacy and expert knowledge) had significant effects on information-seeking behaviour. These results can hopefully provide insights to designers and librarians who seek to create novel or optimise the existing physician-assisted systems.
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Affiliation(s)
- Ali Akbari
- Faculty of Education Sciences and Psychology, University of Isfahan, Iran
| | - Mohsen Nowkarizi
- Faculty of Education and Psychology, Ferdowsi University of Mashhad, Iran
| | - Reza Rostami
- Faculty of Psychology and Education Sciences, Tehran University, Iran
| | - Ali Moghimi
- Faculty of Sciences, Ferdowsi University of Mashhad, Iran
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27
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Mancini M, Cherubino P, di Flumeri G, Cartocci G, Martinez A, Sanchez A, Santillo C, Modica E, Vozzi A, Ronca V, Trettel A, Borghini G, Babiloni F. Neuroscientific Methods for Exploring User Perceptions While Dealing With Mobile Advertising: A Novel and Integrated Approach. FRONTIERS IN NEUROERGONOMICS 2022; 3:835648. [PMID: 38235455 PMCID: PMC10790835 DOI: 10.3389/fnrgo.2022.835648] [Citation(s) in RCA: 2] [Impact Index Per Article: 1.0] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Figures] [Subscribe] [Scholar Register] [Received: 12/14/2021] [Accepted: 02/28/2022] [Indexed: 01/19/2024]
Abstract
Display and native ads represent two of the most widely used digital advertising formats employed by advertisers that aim to grab the attention of online users. In recent years, the native format has become very popular because it relies on deceptive features that make harder the recognition of its advertising nature, reducing avoiding behaviors such as the banner blindness phenomena, traditionally associated to display advertising, and so increasing its advertising effectiveness. The present study, based on a forefront research protocol specifically designed for the advertising research on smartphone devices, aims to investigate through neurophysiological and self-reported measures, the perception of display and native ads placed within article webpages, and to assess the efficacy of an integrated approach. Eye-tracking results showed higher visual attention and longer viewing time associated with native advertisements in comparison to traditional display advertisements, confirming and extending evidence provided by previous research. Despite a significantly higher rate of self-reported advertising intent was detected for articles containing display ads when compared to articles containing native ads, no differences have been found while performing the same comparison for the neurophysiological measures of emotional involvement and approaching motivation of for the self-reported measures of pleasantness and annoyance. Such findings along with the employment of an innovative research protocol, contribute to providing further cues to the current debate related to the effectiveness of two of the most widely used digital advertising formats.
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Affiliation(s)
- Marco Mancini
- BrainSigns, Rome, Italy
- University of the International Studies of Rome (UNINT), Rome, Italy
| | - Patrizia Cherubino
- BrainSigns, Rome, Italy
- Department of Molecular Medicine, Sapienza University of Rome, Rome, Italy
| | - Gianluca di Flumeri
- BrainSigns, Rome, Italy
- Department of Molecular Medicine, Sapienza University of Rome, Rome, Italy
| | - Giulia Cartocci
- BrainSigns, Rome, Italy
- Department of Molecular Medicine, Sapienza University of Rome, Rome, Italy
| | - Ana Martinez
- BrainSigns, Rome, Italy
- Department of Communication and Social Research, Sapienza University of Rome, Rome, Italy
| | | | | | - Enrica Modica
- Department of Molecular Medicine, Sapienza University of Rome, Rome, Italy
| | - Alessia Vozzi
- Department of Molecular Medicine, Sapienza University of Rome, Rome, Italy
- Department of Anatomical, Histological, Forensic and Orthopedic Sciences, Sapienza University of Rome, Rome, Italy
| | - Vincenzo Ronca
- Department of Molecular Medicine, Sapienza University of Rome, Rome, Italy
- Department of Anatomical, Histological, Forensic and Orthopedic Sciences, Sapienza University of Rome, Rome, Italy
| | | | - Gianluca Borghini
- BrainSigns, Rome, Italy
- Department of Molecular Medicine, Sapienza University of Rome, Rome, Italy
| | - Fabio Babiloni
- BrainSigns, Rome, Italy
- Department of Molecular Medicine, Sapienza University of Rome, Rome, Italy
- College of Computer Science and Technology, Hangzhou Dianzi University, Hangzhou, China
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28
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Rybář M, Daly I. Neural decoding of semantic concepts: A systematic literature review. J Neural Eng 2022; 19. [PMID: 35344941 DOI: 10.1088/1741-2552/ac619a] [Citation(s) in RCA: 3] [Impact Index Per Article: 1.5] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 11/15/2021] [Accepted: 03/27/2022] [Indexed: 11/12/2022]
Abstract
Objective Semantic concepts are coherent entities within our minds. They underpin our thought processes and are a part of the basis for our understanding of the world. Modern neuroscience research is increasingly exploring how individual semantic concepts are encoded within our brains and a number of studies are beginning to reveal key patterns of neural activity that underpin specific concepts. Building upon this basic understanding of the process of semantic neural encoding, neural engineers are beginning to explore tools and methods for semantic decoding: identifying which semantic concepts an individual is focused on at a given moment in time from recordings of their neural activity. In this paper we review the current literature on semantic neural decoding. Approach We conducted this review according to the Preferred Reporting Items for Systematic reviews and Meta-Analysis (PRISMA) guidelines. Specifically, we assess the eligibility of published peer-reviewed reports via a search of PubMed and Google Scholar. We identify a total of 74 studies in which semantic neural decoding is used to attempt to identify individual semantic concepts from neural activity. Results Our review reveals how modern neuroscientific tools have been developed to allow decoding of individual concepts from a range of neuroimaging modalities. We discuss specific neuroimaging methods, experimental designs, and machine learning pipelines that are employed to aid the decoding of semantic concepts. We quantify the efficacy of semantic decoders by measuring information transfer rates. We also discuss current challenges presented by this research area and present some possible solutions. Finally, we discuss some possible emerging and speculative future directions for this research area. Significance Semantic decoding is a rapidly growing area of research. However, despite its increasingly widespread popularity and use in neuroscientific research this is the first literature review focusing on this topic across neuroimaging modalities and with a focus on quantifying the efficacy of semantic decoders.
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Affiliation(s)
- Milan Rybář
- School of Computer Science and Electronic Engineering, University of Essex, Wivenhoe Park, Colchester, Essex, CO4 3SQ, UNITED KINGDOM OF GREAT BRITAIN AND NORTHERN IRELAND
| | - Ian Daly
- University of Essex, School of Computer Science and Electronic Engineering, Wivenhoe Park, Colchester, Colchester, Essex, CO4 3SQ, UNITED KINGDOM OF GREAT BRITAIN AND NORTHERN IRELAND
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Peng-Li D, Alves Da Mota P, Correa CMC, Chan RCK, Byrne DV, Wang QJ. “Sound” Decisions: The Combined Role of Ambient Noise and Cognitive Regulation on the Neurophysiology of Food Cravings. Front Neurosci 2022; 16:827021. [PMID: 35250463 PMCID: PMC8888436 DOI: 10.3389/fnins.2022.827021] [Citation(s) in RCA: 2] [Impact Index Per Article: 1.0] [Reference Citation Analysis] [Abstract] [Grants] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 12/01/2021] [Accepted: 01/17/2022] [Indexed: 12/24/2022] Open
Abstract
Our ability to evaluate long-term goals over immediate rewards is manifested in the brain’s decision circuit. Simplistically, it can be divided into a fast, impulsive, reward “system 1” and a slow, deliberate, control “system 2.” In a noisy eating environment, our cognitive resources may get depleted, potentially leading to cognitive overload, emotional arousal, and consequently more rash decisions, such as unhealthy food choices. Here, we investigated the combined impact of cognitive regulation and ambient noise on food cravings through neurophysiological activity. Thirty-seven participants were recruited for an adapted version of the Regulation of Craving (ROC) task. All participants underwent two sessions of the ROC task; once with soft ambient restaurant noise (∼50 dB) and once with loud ambient restaurant noise (∼70 dB), while data from electroencephalography (EEG), electrodermal activity (EDA), and self-reported craving were collected for all palatable food images presented in the task. The results indicated that thinking about future (“later”) consequences vs. immediate (“now”) sensations associated with the food decreased cravings, which were mediated by frontal EEG alpha power. Likewise, “later” trials also increased frontal alpha asymmetry (FAA) —an index for emotional motivation. Furthermore, loud (vs. soft) noise increased alpha, beta, and theta activity, but for theta activity, this was solely occurring during “later” trials. Similarly, EDA signal peak probability was also higher during loud noise. Collectively, our findings suggest that the presence of loud ambient noise in conjunction with prospective thinking can lead to the highest emotional arousal and cognitive load as measured by EDA and EEG, respectively, both of which are important in regulating cravings and decisions. Thus, exploring the combined effects of interoceptive regulation and exteroceptive cues on food-related decision-making could be methodologically advantageous in consumer neuroscience and entail theoretical, commercial, and managerial implications.
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Affiliation(s)
- Danni Peng-Li
- Food Quality Perception and Society Team, iSENSE Lab, Department of Food Science, Aarhus University, Aarhus, Denmark
- Sino-Danish College (SDC), University of Chinese Academy of Sciences, Beijing, China
- Neuropsychology and Applied Cognitive Neuroscience Laboratory, CAS Key Laboratory of Mental Health, Institute of Psychology, Chinese Academy of Sciences, Beijing, China
- *Correspondence: Danni Peng-Li,
| | - Patricia Alves Da Mota
- Food Quality Perception and Society Team, iSENSE Lab, Department of Food Science, Aarhus University, Aarhus, Denmark
- Department of Clinical Medicine, Center for Music in the Brain, Aarhus University, Aarhus, Denmark
| | - Camile Maria Costa Correa
- Food Quality Perception and Society Team, iSENSE Lab, Department of Food Science, Aarhus University, Aarhus, Denmark
| | - Raymond C. K. Chan
- Neuropsychology and Applied Cognitive Neuroscience Laboratory, CAS Key Laboratory of Mental Health, Institute of Psychology, Chinese Academy of Sciences, Beijing, China
- Department of Psychology, University of Chinese Academy of Sciences, Beijing, China
| | - Derek Victor Byrne
- Food Quality Perception and Society Team, iSENSE Lab, Department of Food Science, Aarhus University, Aarhus, Denmark
- Sino-Danish College (SDC), University of Chinese Academy of Sciences, Beijing, China
| | - Qian Janice Wang
- Food Quality Perception and Society Team, iSENSE Lab, Department of Food Science, Aarhus University, Aarhus, Denmark
- Sino-Danish College (SDC), University of Chinese Academy of Sciences, Beijing, China
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30
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Intelligent Method for Real-Time Portable EEG Artifact Annotation in Semiconstrained Environment Based on Computer Vision. COMPUTATIONAL INTELLIGENCE AND NEUROSCIENCE 2022; 2022:9590411. [PMID: 35190736 PMCID: PMC8858064 DOI: 10.1155/2022/9590411] [Citation(s) in RCA: 1] [Impact Index Per Article: 0.5] [Reference Citation Analysis] [Abstract] [Track Full Text] [Download PDF] [Figures] [Subscribe] [Scholar Register] [Received: 10/31/2021] [Revised: 01/07/2022] [Accepted: 01/11/2022] [Indexed: 12/02/2022]
Abstract
As a convenient device for observing neural activity in the natural environment, portable EEG technology (PEEGT) has an extensive prospect in expanding neuroscience research into natural applications. However, unlike in the laboratory environment, PEEGT is usually applied in a semiconstrained environment, including management and engineering, generating much more artifacts caused by the subjects' activities. Due to the limitations of existing artifacts annotation, the problem limits PEEGT to take advantage of portability and low-test cost, which is a crucial obstacle for the potential application of PEEGT in the natural environment. This paper proposes an intelligent method to identify two leading antecedent causes of EEG artifacts, participant's blinks and head movements, and annotate the time segments of artifacts in real time based on computer vision (CV). Furthermore, it changes the original postprocessing mode based on artifact signal recognition to the preprocessing mode based on artifact behavior recognition by the CV method. Through a comparative experiment with three artifacts mark operators and the CV method, we verify the effectiveness of the method, which lays a foundation for accurate artifact removal in real time in the next step. It enlightens us on how to adopt computer technology to conduct large-scale neurotesting in a natural semiconstrained environment outside the laboratory without expensive laboratory equipment or high manual costs.
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31
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Effectiveness of Electricity-Saving Communication Campaigns: Neurophysiological Approach. ENERGIES 2022. [DOI: 10.3390/en15041263] [Citation(s) in RCA: 1] [Impact Index Per Article: 0.5] [Reference Citation Analysis] [Abstract] [Track Full Text] [Subscribe] [Scholar Register] [Indexed: 02/04/2023]
Abstract
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.
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Goedegebure RPG, Tijssen IOJM, van der Laan LN, van Trijp HCM. The Subjective Value of Product Popularity: A Neural Account of How Product Popularity Influences Choice Using a Social and a Quality Focus. Front Psychol 2022; 12:738095. [PMID: 35126226 PMCID: PMC8809406 DOI: 10.3389/fpsyg.2021.738095] [Citation(s) in RCA: 1] [Impact Index Per Article: 0.5] [Reference Citation Analysis] [Abstract] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 07/08/2021] [Accepted: 12/06/2021] [Indexed: 01/10/2023] Open
Abstract
Research on social influences often distinguishes between social and quality incentives to ascribe meaning to the value that popularity conveys. This study examines the neural correlates of those incentives through which popularity influences preferences. This research reports an functional magnetic resonance imaging experiment and a behavioral task in which respondents evaluated popular products with three focus perspectives; unspecified focus, focus on social aspects, and focus on quality. The results show that value derived with a social focus reflects inferences of approval and reward value, and positively affects preferences. Value derived with a quality (versus normal) focus reflects inferences of quality and negatively affects preferences. This study provides evidence of two distinct inferential routes on both a neurological level, represented by different regions in the brain, and a behavioral level. These results provide the first evidence that a single popularity cue can in different ways influence the value derived from product popularity.
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Affiliation(s)
- Robert P. G. Goedegebure
- Marketing and Consumer Behavior Group, Wageningen University, Wageningen, Netherlands
- *Correspondence: Robert P. G. Goedegebure,
| | | | | | - Hans C. M. van Trijp
- Marketing and Consumer Behavior Group, Wageningen University, Wageningen, Netherlands
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Zeng L, Lin M, Xiao K, Wang J, Zhou H. Like/Dislike Prediction for Sport Shoes With Electroencephalography: An Application of Neuromarketing. Front Hum Neurosci 2022; 15:793952. [PMID: 35069157 PMCID: PMC8770276 DOI: 10.3389/fnhum.2021.793952] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 10/12/2021] [Accepted: 11/26/2021] [Indexed: 12/03/2022] Open
Abstract
Neuromarketing is an emerging research field for prospective businesses on consumer’s preference. Consumer’s preference prediction based on electroencephalography (EEG) can reliably predict likes or dislikes of a product. However, the current EEG prediction and classification accuracy have yet to reach ideal level. In addition, it is still unclear how different brain region information and different features such as power spectral density, brain asymmetry, differential entropy, and Hjorth parameters affect the prediction accuracy. Our study shows that by taking footwear products as an example, the recognition accuracy of product likes or dislikes reaches 94.22%. Compared with other brain regions, the features of the frontal and occipital brain region obtained a higher prediction accuracy, but the fusion of the features of the whole brain region could improve the prediction accuracy of likes or dislikes even further. Future work would be done to correlate the EEG-based like or dislike prediction results with product sales and self-reports.
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Affiliation(s)
- Li Zeng
- School of Business, Hohai University, Nanjing, China
- College of Environment, Hohai University, Nanjing, China
| | - Mengsi Lin
- School of Automation, Nanjing University of Science and Technology, Nanjing, China
| | - Keyang Xiao
- School of Automation, Nanjing University of Science and Technology, Nanjing, China
| | - Jigan Wang
- School of Business, Hohai University, Nanjing, China
| | - Hui Zhou
- School of Automation, Nanjing University of Science and Technology, Nanjing, China
- *Correspondence: Hui Zhou,
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Ancora LA, Blanco-Mora DA, Alves I, Bonifácio A, Morgado P, Miranda B. Cities and neuroscience research: A systematic literature review. Front Psychiatry 2022; 13:983352. [PMID: 36440407 PMCID: PMC9684645 DOI: 10.3389/fpsyt.2022.983352] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Journal Information] [Submit a Manuscript] [Subscribe] [Scholar Register] [Received: 06/30/2022] [Accepted: 10/21/2022] [Indexed: 11/11/2022] Open
Abstract
BACKGROUND Cities are becoming the socio-economic hubs for most of the world's population. Understanding how our surroundings can mentally affect everyday life has become crucial to integrate environmental sustainability into urban development. The present review aims to explore the empirical studies investigating neural mechanisms underlying cognitive and emotional processes elicited by the exposure to different urban built and natural spaces. It also tries to identify new research questions and to leverage neurourbanism as a framework to achieve healthier and sustainable cities. METHODS By following the PRISMA framework, we conducted a structured search on PubMed, ProQuest, Web of Science, and Scopus databases. Only articles related to how urban environment-built or natural-affects brain activity through objective measurement (with either imaging or electrophysiological techniques) were considered. Further inclusion criteria were studies on human adult populations, peer-reviewed, and in English language. RESULTS Sixty-two articles met the inclusion criteria. They were qualitatively assessed and analyzed to determine the main findings and emerging concepts. Overall, the results suggest that urban built exposure (when compared to natural spaces) elicit activations in brain regions or networks strongly related to perceptual, attentional, and (spatial) cognitive demands. The city's-built environment also triggers neural circuits linked to stress and negative affect. Convergence of these findings was observed across neuroscience techniques, and for both laboratory and real-life settings. Additionally, evidence also showed associations between neural social stress processing with urban upbringing or current city living-suggesting a mechanistic link to certain mood and anxiety disorders. Finally, environmental diversity was found to be critical for positive affect and individual well-being. CONCLUSION Contemporary human-environment interactions and planetary challenges imply greater understanding of the neurological underpinnings on how the urban space affects cognition and emotion. This review provides scientific evidence that could be applied for policy making on improved urban mental health. Several studies showed that high-quality green or blue spaces, and bio-diverse urban areas, are important allies for positive neural, cognitive, and emotional processes. Nonetheless, the spatial perception in social contexts (e.g., city overcrowding) deserves further attention by urban planners and scientists. The implications of these observations for some theories in environmental psychology and research are discussed. Future work should take advantage of technological advancements to better characterize behavior, brain physiology, and environmental factors and apply them to the remaining complexity of contemporary cities.
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Affiliation(s)
- Leonardo A Ancora
- Institute of Physiology, Lisbon School of Medicine, University of Lisbon, Lisbon, Portugal
| | | | - Inês Alves
- Institute of Molecular Medicine, Lisbon School of Medicine, University of Lisbon, Lisbon, Portugal
| | - Ana Bonifácio
- Centre of Geographical Studies, Institute of Geography and Spatial Planning, University of Lisbon, Lisbon, Portugal
| | - Paulo Morgado
- Centre of Geographical Studies, Institute of Geography and Spatial Planning, University of Lisbon, Lisbon, Portugal
| | - Bruno Miranda
- Institute of Physiology, Lisbon School of Medicine, University of Lisbon, Lisbon, Portugal.,Institute of Molecular Medicine, Lisbon School of Medicine, University of Lisbon, Lisbon, Portugal
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Khurana V, Gahalawat M, Kumar P, Roy PP, Dogra DP, Scheme E, Soleymani M. A Survey on Neuromarketing Using EEG Signals. IEEE Trans Cogn Dev Syst 2021. [DOI: 10.1109/tcds.2021.3065200] [Citation(s) in RCA: 5] [Impact Index Per Article: 1.7] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 11/10/2022]
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Baskaran S, Mahadi N, Abd Rasid SZ. Multiple intelligence and entrepreneurial opportunity recognition – a failsafe approach of neuromarketing. JOURNAL OF RESEARCH IN MARKETING AND ENTREPRENEURSHIP 2021; 23:318-338. [DOI: 10.1108/jrme-05-2020-0049] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Track Full Text] [Subscribe] [Scholar Register] [Indexed: 09/02/2023]
Abstract
Purpose
This paper aims to clarify the relationship between multiple intelligence (MI) and entrepreneurial opportunity recognition. It discusses to what extent each dimension of MI is considered as an activation driver of entrepreneurial opportunities recognition. This paper also aims to expand the domain of entrepreneurial opportunities recognition via MI by considering the mediating role of neuromarketing perception, adopting a combined perspective of intelligence, entrepreneurship and also neuromarketing to provide a future direction for the creation of interdisciplinary insights in the area of entrepreneurship.
Design/methodology/approach
This paper opted for literature synthesis to define key concepts surrounding MI and entrepreneurial opportunities recognition. Besides, it also attempted to identify an influential mediator in explaining the entrepreneurial opportunities recognition phenomenon. Consequently, this paper identified the gaps in current research to draw upon a more holistic conceptual framework. The rationale for the research was justified within the body of research.
Findings
This paper suggested research propositions based on the literature synthesis in view of MI and entrepreneurial opportunities recognition. More specifically, it has proposed a conceptual framework, explaining the relationship between a multi-dimensional view of both MI and entrepreneurial opportunities recognition. It is envisaged that the mediating role of neuromarketing perception incorporated in this conceptual work will improve the predictive value of the proposed framework and offer additional insights about factors that advance entrepreneurial opportunities recognition.
Research limitations/implications
This paper suffers from the obvious limitation of lacking empirical investigation. However, it does provide a theoretical rationale for the argument that entrepreneurial opportunities recognition can be advanced if MI are identified and associated with neuromarketing dimensions. Perhaps the most important direction for future research is further extension and validation of this framework by performing an empirical investigation to produce newer insights into this phenomenon.
Originality/value
This conceptual work is different from previous studies on the grounds it has considered unexplored issues in explaining entrepreneurial opportunities recognition. To bridge the critical knowledge gap of the entrepreneurial opportunities recognition phenomenon, a mediating effect of neuromarketing perception is also integrated within the model. The proposed model was neither formulated nor tested empirically in previous studies locally or perhaps globally, therefore it stands out as an original contribution incorporating MI and entrepreneurial opportunities recognition phenomenon while considering the brain activity through neuromarketing perception.
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Alvino L, Constantinides E, van der Lubbe RHJ. Consumer Neuroscience: Attentional Preferences for Wine Labeling Reflected in the Posterior Contralateral Negativity. Front Psychol 2021; 12:688713. [PMID: 34721140 PMCID: PMC8551361 DOI: 10.3389/fpsyg.2021.688713] [Citation(s) in RCA: 1] [Impact Index Per Article: 0.3] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 03/31/2021] [Accepted: 09/13/2021] [Indexed: 11/13/2022] Open
Abstract
During the decision-making process, consumers notice, inspect, and visually scan different products. External characteristics of a product, such as design, packaging, label, and logo, have been shown to strongly influence how customers perceive, assess, and select a product. Marketers have put a lot of effort into determining the factors that trigger consumers' visual attention toward products, using traditional research methods, self-reports, or observations. The use of neuroscientific tools to study consumer behavior may improve our understanding of how external characteristics influence consumers' visual attention. Consumer neuroscience research shows that preferences for a product may already be reflected in brain activity before customers make a final decision. Using electroencephalography (EEG), we investigated whether the design of different wine labeling influences individual preferences, reflected in the neural activity related to visual attention. More specifically, we examined whether the posterior contralateral negativity (PCN) can be used to assess and predict consumers' preferences for a specific product based on its external characteristics. The PCN is commonly used to estimate attentional selection by focusing on stimulus-side dependent EEG lateralization above parieto-occipital areas. We computed the PCN to assess whether a certain wine label caught participants' visual attention and additionally by comparing the PCN with behavioral data (wine preferences and reaction times) to determine whether early effects of visual attention could predict participants' final preferences for a specific label. Our findings indicate that the PCN provides relevant information on visual attention mechanisms for external characteristics, as the view of the four labels modulated PCN amplitude. We hope this study can help researchers and practitioners in examining the effects of external product characteristics on consumer choice by estimating the changes in the EEG that are related to visual attention.
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Affiliation(s)
- Letizia Alvino
- Center for Marketing and Supply Chain Management, Nyenrode Business University, Breukelen, Netherlands
| | - Efthymios Constantinides
- Hightech Business and Entrepreneurship Group (HBE), Faculty of Behavior, Management and Social Sciences, University of Twente, Enschede, Netherlands
| | - Rob H. J. van der Lubbe
- Cognition, Data, and Education, Faculty of Behavior, Management and Social Sciences, University of Twente, Enschede, Netherlands
- Laboratory of Vision Science and Optometry, Faculty of Physics,Adam Mickiewicz University, Poznań, Poland
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Ethics of Smart Cities: Towards Value-Sensitive Design and Co-Evolving City Life. SUSTAINABILITY 2021. [DOI: 10.3390/su132011162] [Citation(s) in RCA: 5] [Impact Index Per Article: 1.7] [Reference Citation Analysis] [Abstract] [Track Full Text] [Subscribe] [Scholar Register] [Indexed: 11/17/2022]
Abstract
The digital revolution has brought about many societal changes such as the creation of “smart cities”. The smart city concept has changed the urban ecosystem by embedding digital technologies in the city fabric to enhance the quality of life of its inhabitants. However, it has also led to some pressing issues and challenges related to data, privacy, ethics inclusion, and fairness. While the initial concept of smart cities was largely technology- and data-driven, focused on the automation of traffic, logistics and processes, this concept is currently being replaced by technology-enabled, human-centred solutions. However, this is not the end of the development, as there is now a big trend towards “design for values”. In this paper, we point out how a value-sensitive design approach could promote a more sustainable pathway of cities that better serves people and nature. Such “value-sensitive design” will have to take ethics, law and culture on board. We discuss how organising the digital world in a participatory way, as well as leveraging the concepts of self-organisation, self-regulation, and self-control, would foster synergy effects and thereby help to leverage a sustainable technological revolution on a global scale. Furthermore, a “democracy by design” approach could also promote resilience.
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A Comparative Eye Tracking Study of Usability—Towards Sustainable Web Design. SUSTAINABILITY 2021. [DOI: 10.3390/su131810415] [Citation(s) in RCA: 5] [Impact Index Per Article: 1.7] [Reference Citation Analysis] [Abstract] [Track Full Text] [Subscribe] [Scholar Register] [Indexed: 11/16/2022]
Abstract
Websites are one of the most frequently used communication environments, and creating sustainable web designs should be an objective for all companies. Ensuring high usability is proving to be one of the main contributors to sustainable web design, reducing usage time, eliminating frustration and increasing satisfaction and retention. The present paper studies the usability of different website landing pages, seeking to identify the elements, structures and designs that increase usability. The study analyzed the behavior of 22 participants during their interaction with five different landing pages while they performed three tasks on the webpage and freely viewed each page for one minute. The stimuli were represented by five different banking websites, each of them presenting the task content in a different mode (text, image, symbol, graph, etc.).; the data obtained from the eye tracker (fixations location, order and duration, saccades, revisits of the same element, etc.), together with the data from the applied survey lead to interesting conclusions: the top, center and right sides of the webpage attract the most attention; the use of pictures depicting persons increase visibility; the scanpaths follow a vertical and horizontal direction; numerical data should be presented through graphs or tables. Even if a user's past experience influences their experience on a website, we show that the design of the webpage itself has a greater influence on webpage usability.
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Akbarialiabad H, Bastani B, Taghrir MH, Paydar S, Ghahramani N, Kumar M. Threats to Global Mental Health From Unregulated Digital Phenotyping and Neuromarketing: Recommendations for COVID-19 Era and Beyond. Front Psychiatry 2021; 12:713987. [PMID: 34594251 PMCID: PMC8477163 DOI: 10.3389/fpsyt.2021.713987] [Citation(s) in RCA: 4] [Impact Index Per Article: 1.3] [Reference Citation Analysis] [Abstract] [Key Words] [Grants] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Submit a Manuscript] [Subscribe] [Scholar Register] [Received: 05/24/2021] [Accepted: 08/23/2021] [Indexed: 11/13/2022] Open
Abstract
The new era of digitalized knowledge and information technology (IT) has improved efficiency in all medical fields, and digital health solutions are becoming the norm. There has also been an upsurge in utilizing digital solutions during the COVID-19 pandemic to address the unmet mental healthcare needs, especially for those unable to afford in-person office-based therapy sessions or those living in remote rural areas with limited access to mental healthcare providers. Despite these benefits, there are significant concerns regarding the widespread use of such technologies in the healthcare system. A few of those concerns are a potential breach in the patients' privacy, confidentiality, and the agency of patients being at risk of getting used for marketing or data harnessing purposes. Digital phenotyping aims to detect and categorize an individual's behavior, activities, interests, and psychological features to properly customize future communications or mental care for that individual. Neuromarketing seeks to investigate an individual's neuronal response(s) (cortical and subcortical autonomic) characteristics and uses this data to direct the person into purchasing merchandise of interest, or shaping individual's opinion in consumer, social or political decision making, etc. This commentary's primary concern is the intersection of these two concepts that would be an inevitable threat, more so, in the post-COVID era when disparities would be exaggerated globally. We also addressed the potential "dark web" applications in this intersection, worsening the crisis. We intend to raise attention toward this new threat, as the impacts might be more damming in low-income settings or/with vulnerable populations. Legal, health ethics, and government regulatory processes looking at broader impacts of digital marketing need to be in place.
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Affiliation(s)
- Hossein Akbarialiabad
- Research Center for Psychiatry and Behavioral Sciences, Department of Psychiatry, School of Medicine, Shiraz University of Medical Sciences, Shiraz, Iran
- Student Research Committee, Shiraz School of Medicine, Shiraz University of Medical Sciences, Shiraz, Iran
| | - Bahar Bastani
- Medicine-Nephrology, Saint Louis University School of Medicine, Saint Louis, MO, United States
| | - Mohammad Hossein Taghrir
- Trauma Research Center, Shahid Rajaee (Emtiaz) Trauma Hospital, Shiraz University of Medical Sciences, Shiraz, Iran
| | - Shahram Paydar
- Trauma Research Center, Shahid Rajaee (Emtiaz) Trauma Hospital, Shiraz University of Medical Sciences, Shiraz, Iran
| | - Nasrollah Ghahramani
- Division of Nephrology, Department of Medicine, Penn State University College of Medicine, Hershey, PA, United States
| | - Manasi Kumar
- Department of Psychiatry, University of Nairobi, Nairobi, Kenya
- Department of Clinical, Educational and Health Psychology, University College London, London, United Kingdom
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41
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Kim N, Lee H. Assessing Consumer Attention and Arousal Using Eye-Tracking Technology in Virtual Retail Environment. Front Psychol 2021; 12:665658. [PMID: 34434136 PMCID: PMC8380820 DOI: 10.3389/fpsyg.2021.665658] [Citation(s) in RCA: 5] [Impact Index Per Article: 1.7] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 02/08/2021] [Accepted: 06/18/2021] [Indexed: 11/13/2022] Open
Abstract
This study aims at investigating how consumers experience the retail environment visually, thus establishing a foundation for deeper insights into visual merchandising strategies. Specifically, we experimentally recorded and analyzed the visual attention and emotional arousal of the consumers in a test setting and examined the influence of various elements as well as gender differences in the recorded consumer responses. We conducted an experiment utilizing eye-tracking and virtual reality to analyze visual attention and emotional arousal in response to spatial and design elements in an immersive retail environment. We examined real-time measures of consumer interest and emotional responses during the retail experience. Valid gaze data from 24 male and 22 female participants were used for the analysis of total dwell time (TDT), total fixation count (TFC), and average pupil diameter (APD). The visual attention and emotional arousal of consumers showed different responses to specific areas of interest according to different spatial arrangements in the sales and service areas. This study statistically analyzed gender differences in consumer responses and performed a correlation analysis between visual attention and emotional arousal. Our findings provide insight into improving the design of retail environments for target consumers and contribute to building visual merchandising strategies.
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Affiliation(s)
- Nayeon Kim
- Research Center for Future Environmental Design, Institute of Symbiotic Life-TECH, Yonsei University, Seoul, South Korea.,Department of Interior Architecture and Built Environment, College of Human Ecology, Yonsei University, Seoul, South Korea
| | - Hyunsoo Lee
- Department of Interior Architecture and Built Environment, College of Human Ecology, Yonsei University, Seoul, South Korea
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42
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Watanabe H, Nakajima K, Takagi S, Mizuyama R, Saito M, Furusawa K, Nakatani K, Yokota Y, Kataoka H, Nakajima H, Naruse Y. Differences in Mechanical Parameters of Keyboard Switches Modulate Motor Preparation: A Wearable EEG Study. FRONTIERS IN NEUROERGONOMICS 2021; 2:644449. [PMID: 38235244 PMCID: PMC10790865 DOI: 10.3389/fnrgo.2021.644449] [Citation(s) in RCA: 1] [Impact Index Per Article: 0.3] [Reference Citation Analysis] [Abstract] [Key Words] [Grants] [Track Full Text] [Figures] [Subscribe] [Scholar Register] [Received: 12/21/2020] [Accepted: 07/19/2021] [Indexed: 01/19/2024]
Abstract
The mechanical parameters of keyboard switches affect the psychological sense of pressing. The effects of different mechanical parameters on psychological sense have been quantified using questionnaires, but these subjective evaluations are unable to fully clarify the modulation of information processing in the brain due to these differences. This study aimed to elucidate the ability of electroencephalography (EEG) measurements to detect the modulation of subconscious information processing according to mechanical parameter values. To this end, we prepared five mechanical switches with linearly increasing values of pretravel (PT: the distance from the free position until the operating position). We hypothesized that the differences in PTs would subconsciously affect the motor preparation prior to pressing switches because switches with PTs that deviated from those commonly used were predicted to increase the users' attention level when pressing. Differences in motor preparation were quantified using the mean amplitudes of the late contingent negative variation (CNV). We recorded EEGs of 25 gamers during a reaction task for fast switch pressing after a response cue preceded by a pre-cue for response preparation; we also measured the reaction time feedback on each switch pressing trial. Participants performed five sessions (60 trials per session) in total. For the analysis, trials were divided into first (session 1, 2, and 3) and second half sessions (session 4 and 5). In the latter session, CNV amplitudes were significantly higher for the switch with the highest PT than for that with a medium PT, which is closest to that commonly used in commercial mechanical switches. On the other hand, the questionnaire did not detect any significant differences between PTs in their subjective rankings of the psychological effects of switch pressing. These results suggest that differences in PTs modulate motor preparation to press switches, and that EEG measurements may provide a novel objective evaluation of the mechanical parameters of keyboard switches.
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Affiliation(s)
- Hiroki Watanabe
- Center for Information and Neural Networks, National Institute of Information and Communications Technology, and Osaka University, Kobe, Japan
| | - Kae Nakajima
- Center for Information and Neural Networks, National Institute of Information and Communications Technology, and Osaka University, Kobe, Japan
| | | | | | | | | | | | - Yusuke Yokota
- Center for Information and Neural Networks, National Institute of Information and Communications Technology, and Osaka University, Kobe, Japan
| | | | | | - Yasushi Naruse
- Center for Information and Neural Networks, National Institute of Information and Communications Technology, and Osaka University, Kobe, Japan
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Leeuwis N, Pistone D, Flick N, van Bommel T. A Sound Prediction: EEG-Based Neural Synchrony Predicts Online Music Streams. Front Psychol 2021; 12:672980. [PMID: 34385953 PMCID: PMC8354316 DOI: 10.3389/fpsyg.2021.672980] [Citation(s) in RCA: 1] [Impact Index Per Article: 0.3] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 02/26/2021] [Accepted: 06/08/2021] [Indexed: 11/13/2022] Open
Abstract
Neuroforecasting predicts population-wide choices based on neural data of individuals and can be used, for example, in neuromarketing to estimate campaign successes. To deliver true value, the brain activity metrics should deliver predictive value above and beyond traditional stated preferences. Evidence from movie trailer research has proposed neural synchrony, which compares the similarity of brain responses across participants and has shown to be a promising tool in neuroforecasting for movie popularity. The music industry might also benefit from these increasingly accurate success predictors, but only one study has been forecasting music popularity, using functional magnetic resonance imaging measures. Current research validates the strength of neural synchrony as a predictive measure for popularity of music, making use of electroencephalogram to capture moment-to-moment neural similarity between respondents while they listen to music. Neural synchrony is demonstrated to be a significant predictor for public appreciation on Spotify 3 weeks and 10 months after the release of the albums, especially when combined with the release of a single. On an individual level, other brain measures were shown to relate to individual subjective likeability ratings, including Frontal Alpha Asymmetry and engagement when combined with the factors artist and single release. Our results show the predictive value of brain activity measures outperforms stated preferences. Especially, neural synchrony carries high predictive value for the popularity on Spotify, providing the music industry with an essential asset for efficient decision making and investments, in addition to other practical implications that include neuromarketing and advertising industries.
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Affiliation(s)
- Nikki Leeuwis
- Unravel Research, Utrecht, Netherlands
- Tilburg University, Tilburg, Netherlands
| | - Daniela Pistone
- Applied Cognitive Psychology, Utrecht University, Utrecht, Netherlands
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Consumer Neuroscience as a Tool to Monitor the Impact of Aromas on Consumer Emotions When Buying Food. APPLIED SCIENCES-BASEL 2021. [DOI: 10.3390/app11156692] [Citation(s) in RCA: 2] [Impact Index Per Article: 0.7] [Reference Citation Analysis] [Abstract] [Track Full Text] [Subscribe] [Scholar Register] [Indexed: 11/16/2022]
Abstract
Building a unique USP sales argument (unique selling proposition) through various forms of in-store communication comes to the fore in a challenging competitive environment. Scent as a means to influence the purchase of goods or services has a long history, however, aromachology as field of in-store communication is a matter of the present. This new trend, the importance and use of which has grown in recent years, is the subject of a wide range of research. In order to increase the efficiency of these elements, it is necessary to familiarise ourselves with the factors that affect the customer, whether that be consciously or unconsciously. Consumer neuroscience is addressed in this area. This paper deals with the comprehensive interdisciplinary investigation of the impact of selected aromatic compounds on consumer cognitive and affective processes as well as assessing the effectiveness of their implementation in food retail operations. At the end of the paper, we recommend options for the effective selection and implementation of aromatisation of different premises, by which the retailer can achieve not only a successful form of in-store communication, but also an increase the retail turnover of the store.
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45
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Balconi M, Sansone M. Neuroscience and Consumer Behavior: Where to Now? Front Psychol 2021; 12:705850. [PMID: 34290656 PMCID: PMC8287207 DOI: 10.3389/fpsyg.2021.705850] [Citation(s) in RCA: 1] [Impact Index Per Article: 0.3] [Reference Citation Analysis] [Key Words] [Track Full Text] [Download PDF] [Journal Information] [Subscribe] [Scholar Register] [Received: 05/06/2021] [Accepted: 06/14/2021] [Indexed: 11/13/2022] Open
Affiliation(s)
- Michela Balconi
- International Research Center for Cognitive Applied Neuroscience, Catholic University of the Sacred Heart, Milan, Italy.,Research Unit in Affective and Social Neuroscience, Department of Psychology, Catholic University of the Sacred Heart, Milan, Italy
| | - Martina Sansone
- International Research Center for Cognitive Applied Neuroscience, Catholic University of the Sacred Heart, Milan, Italy.,Research Unit in Affective and Social Neuroscience, Department of Psychology, Catholic University of the Sacred Heart, Milan, Italy
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Duan L, Ai H, Yang L, Xu L, Xu P. Gender Differences in Transnational Brand Purchase Decision Toward Mixed Culture and Original Culture Advertisements: An fNIRS Study. Front Psychol 2021; 12:654360. [PMID: 34177707 PMCID: PMC8226242 DOI: 10.3389/fpsyg.2021.654360] [Citation(s) in RCA: 5] [Impact Index Per Article: 1.7] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 01/16/2021] [Accepted: 05/10/2021] [Indexed: 11/13/2022] Open
Abstract
Culture strategy is very important for transnational brand marketing. Functional near-infrared spectroscopy (fNIRS) is a promising brain imaging modality for neuromarketing research. In the present study, we used fNIRS to explore the neural correlates of consumers' purchase decision on different cross-culture marketing strategies. Forty Chinese participants watched transnational brands and products advertised with photographs of the brands' original culture (the original culture advertisements) and advertised with photographs of Chinese culture (the mixed culture advertisements), respectively. The behavioral results showed that the female participants showed significantly higher purchase rate when watching the original culture advertisements than the mixed culture advertisements, whereas the male participants did not show significant preference between these two types. The fNIRS results further revealed that for the female participants, watching mixed culture advertisements evoked significant positive activation in the left dorsolateral prefrontal cortex and negative activation in the medial prefrontal cortex, which was not found in the male participants. These findings suggest possible cognitive and emotional differences between men and women in purchase decision making toward different cross-culture marketing strategy. The present study also demonstrates the great potential of fNIRS in neuromarketing research.
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Affiliation(s)
- Lian Duan
- Shenzhen Key Laboratory of Affective and Social Neuroscience, Center for Brain Disorders and Cognitive Sciences, Shenzhen University, Shenzhen, China
| | - Hui Ai
- Shenzhen Key Laboratory of Affective and Social Neuroscience, Center for Brain Disorders and Cognitive Sciences, Shenzhen University, Shenzhen, China
| | - Lili Yang
- Shenzhen Key Laboratory of Affective and Social Neuroscience, Center for Brain Disorders and Cognitive Sciences, Shenzhen University, Shenzhen, China
| | - Lianlian Xu
- Shenzhen Key Laboratory of Affective and Social Neuroscience, Center for Brain Disorders and Cognitive Sciences, Shenzhen University, Shenzhen, China
| | - Pengfei Xu
- Shenzhen Key Laboratory of Affective and Social Neuroscience, Center for Brain Disorders and Cognitive Sciences, Shenzhen University, Shenzhen, China
- Center for Neuroimaging, Shenzhen Institute of Neuroscience, Shenzhen, China
- Guangdong-Hong Kong-Macao Greater Bay Area Research Institute for Neuroscience and Neurotechnologies, Hong Kong, China
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Neuroimaging Techniques in Advertising Research: Main Applications, Development, and Brain Regions and Processes. SUSTAINABILITY 2021. [DOI: 10.3390/su13116488] [Citation(s) in RCA: 10] [Impact Index Per Article: 3.3] [Reference Citation Analysis] [Abstract] [Track Full Text] [Subscribe] [Scholar Register] [Indexed: 12/31/2022]
Abstract
Despite the advancement in neuroimaging tools, studies about using neuroimaging tools to study the impact of advertising on brain regions and processes are scant and remain unclear in academic literature. In this article, we have followed a literature review methodology and a bibliometric analysis to select empirical and review papers that employed neuroimaging tools in advertising campaigns and to understand the global research trends in the neuromarketing domain. We extracted and analyzed sixty-three articles from the Web of Science database to answer our study questions. We found four common neuroimaging techniques employed in advertising research. We also found that the orbitofrontal cortex (OFC), the ventromedial prefrontal cortex, and the dorsolateral prefrontal cortex play a vital role in decision-making processes. The OFC is linked to positive valence, and the lateral OFC and left dorsal anterior insula related in negative valence. In addition, the thalamus and primary visual area associated with the bottom-up attention system, whereas the top-down attention system connected to the dorsolateral prefrontal cortex, parietal cortex, and primary visual areas. For memory, the hippocampus is responsible for generating and processing memories. We hope that this study provides valuable insights about the main brain regions and processes of interest for advertising.
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Saha D, Rahman S, Islam MT, Ahmad MO, Swamy M. Prediction of instantaneous likeability of advertisements using deep learning. COGNITIVE COMPUTATION AND SYSTEMS 2021. [DOI: 10.1049/ccs2.12022] [Citation(s) in RCA: 1] [Impact Index Per Article: 0.3] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 11/19/2022] Open
Affiliation(s)
- Dipayan Saha
- Department of Electrical and Electronic Engineering Bangladesh University of Engineering and Technology Dhaka Bangladesh
| | - S.M.Mahbubur Rahman
- Department of Electrical and Electronic Engineering Bangladesh University of Engineering and Technology Dhaka Bangladesh
| | | | - M. Omair Ahmad
- Department of Electrical and Computer Engineering Concordia University Montreal Canada
| | - M.N.S. Swamy
- Department of Electrical and Computer Engineering Concordia University Montreal Canada
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Silva-Gago M, Fedato A, Terradillos-Bernal M, Alonso-Alcalde R, Martín-Guerra E, Bruner E. Not a matter of shape: The influence of tool characteristics on electrodermal activity in response to haptic exploration of Lower Palaeolithic tools. Am J Hum Biol 2021; 34:e23612. [PMID: 34000102 DOI: 10.1002/ajhb.23612] [Citation(s) in RCA: 2] [Impact Index Per Article: 0.7] [Reference Citation Analysis] [Abstract] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 02/12/2021] [Revised: 04/07/2021] [Accepted: 05/03/2021] [Indexed: 12/13/2022] Open
Abstract
OBJECTIVES Haptics involves somatosensory perception through the skin surface and dynamic touch based on the proprioceptive response of the whole body. Handling Palaeolithic stone tools influences the arousal and attentional engagement, which can be detected and measured through electrodermal activity. Although tool shape has generally been studied to consider tool functions or tool making, it is also a major factor in tool sensing and haptic perception. The purpose of this survey is to analyze whether the electrodermal reactions are influenced by stone tool morphology. METHODS We first quantify the morphological variability of 72 stone tools through geometric morphometrics. Then, 12 stone tools from the previous sample were randomly selected to perform the electrodermal analysis in a sample of 46 right-handed adults. RESULTS Elongation is the main factor involved in Lower Palaeolithic shape variation, followed by the position of the maximum thickness. Attention and manipulation time are mainly influenced by tool size, while arousal mostly correlates with tool weight. Electrodermal activity is apparently not influenced by the overall tool shape. Tool size, weight, and base morphology are the variables that mainly trigger an electrodermal reaction. CONCLUSIONS Electrophysiological reaction is more sensitive to specific physical features of the tool than to its general outline. These features are not particularly different in worked pebbles and handaxes in terms of grasping, but underwent remarkable changes in other technological traditions. That changes associated with behavioral performances can be employed in cognitive archaeology to investigate the relationships between tool sensing and tool use.
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Affiliation(s)
- María Silva-Gago
- Centro Nacional de Investigación sobre la Evolución Humana, Burgos, Spain
| | - Annapaola Fedato
- Centro Nacional de Investigación sobre la Evolución Humana, Burgos, Spain
| | | | - Rodrigo Alonso-Alcalde
- Museo de la Evolución Humana, Burgos, Spain.,Área de Prehistoria, Universidad de Burgos, Burgos, Spain
| | - Elena Martín-Guerra
- Sociograph Marketing Science Consulting, Plaza Campus Universitario 1, Valladolid, Spain
| | - Emiliano Bruner
- Centro Nacional de Investigación sobre la Evolución Humana, Burgos, Spain
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Özbeyaz A. EEG-Based classification of branded and unbranded stimuli associating with smartphone products: comparison of several machine learning algorithms. Neural Comput Appl 2021. [DOI: 10.1007/s00521-021-05779-0] [Citation(s) in RCA: 2] [Impact Index Per Article: 0.7] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 12/31/2022]
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