Young consumers’ brain responses to pop music on Youtube

2019 ◽  
Vol 32 (5) ◽  
pp. 1132-1148 ◽  
Author(s):  
Kyoung Cheon Cha ◽  
Minah Suh ◽  
Gusang Kwon ◽  
Seungeun Yang ◽  
Eun Ju Lee
Keyword(s):  
Young Adults ◽  
New Media ◽  
Near Infrared ◽  
Sensory Level ◽  
Pop Music ◽  
Functional Near Infrared Spectroscopy ◽  
Total Blood ◽  
Content Type ◽  
Digital Platforms ◽  
Brain Responses

Purpose The purpose of this paper is to determine the auditory-sensory characteristics of the digital pop music that is particularly successful on the YouTube website by measuring young listeners’ brain responses to highly successful pop music noninvasively. Design/methodology/approach The authors conducted a functional near-infrared spectroscopy (fNIRS) experiment with 56 young adults (23 females; mean age 24 years) with normal vision and hearing and no record of neurological disease. The authors calculated total blood flow (TBF) and hemodynamic randomness and examined their relationships with online popularity. Findings The authors found that TBF to the right medial prefrontal cortex increased more when the young adults heard music that presented acoustic stimulation well above previously defined optimal sensory level. The hemodynamic randomness decreased significantly when the participants listened to music that provided near- or above-OSL stimulation. Research limitations/implications Online popularity, recorded as the number of daily hits, was significantly positively related with the TBF and negatively related with hemodynamic randomness. Practical implications These findings suggest that a new media marketing strategy may be required that can provide a sufficient level of sensory stimulation to Millennials in order to increase their engagements in various use cases including entertainment, advertising and retail environments. Social implications Digital technology has so drastically reduced the costs of sharing and disseminating information, including music, that consumers can now easily use digital platforms to access a wide selection of music at minimal cost. The structure of the current music market reflects the decentralized nature of the online distribution network such that artists from all over the world now have equal access to billions of members of the global music audience. Originality/value This study confirms the importance of understanding target customer’s sensory experiences would grow in determining the success of digital contents and marketing.

Evaluating tastes and aromas of wine: a peek inside the “black box”

2014 ◽  
Vol 26 (3) ◽  
pp. 208-223 ◽  
Author(s):  
Shannon B. Rinaldo ◽  
Dale F. Duhan ◽  
Brent Trela ◽  
Tim Dodd ◽  
Natalia Velikova
Keyword(s):  
Frontal Lobe ◽  
Near Infrared ◽  
Consumer Preferences ◽  
Frontal Lobes ◽  
Functional Near Infrared Spectroscopy ◽  
Content Type ◽  
Infrared Measurement ◽  
The Brain ◽  
Different Levels ◽  
Insight Into

Purpose – Wine tasting is an integral method for engaging consumers. Producers go to great lengths to educate consumers on evaluating quality based on taste and aroma. Understanding the sensory and perceptual processes of wine tasting may offer insight into how consumers at different levels of wine expertise use their senses to evaluate wine. Design/methodology/approach – This study used functional near-infrared spectroscopy to examine processing in the frontal lobe of the brain during wine tasting and aroma evaluation. Sixty subjects evaluated the tastes and aromas of wine samples with various levels of sweetness, whereas 16 defined areas of their frontal lobes were measured with functional near infrared measurement. Findings – The subjects’ orbitofrontal cortices were activated during both olfaction (smelling) and tasting. Further, larger areas of the frontal lobes showed significant activation during the olfaction task than during the tasting task. The level of the subjects’ wine knowledge did not predict differences in neural processing when participants evaluated aroma of wine; however, subjects with higher wine knowledge did show significantly higher activation in specific frontal lobe regions when tasting. Differences in levels of product involvement among the subjects were not significant for the tasting task, but were significant for the olfaction task. Originality/value – Developing a better understanding of the biological processes involved in tasting may lead to understanding the differences in consumer preferences for wine. This, in turn, may assist tasting room managers to adjust their tasting procedure to be tailored to consumer-specific needs.

scholarly journals Reliability and response assessment of brain responses in fNIRS

2021 ◽  
Author(s):  
Xiaowei Jiang ◽  
Chen Yanan ◽  
Chenghao Zhou ◽  
Na Ao
Keyword(s):  
Oxygen Delivery ◽  
Near Infrared ◽  
Physiological Mechanism ◽  
Relative Sensitivity ◽  
Response Assessment ◽  
Indicator System ◽  
Functional Near Infrared Spectroscopy ◽  
Brain Responses ◽  
Assessment Approach ◽  
Noninvasive Neuroimaging

Background: Functional near-infrared spectroscopy (fNIRS) is a new noninvasive neuroimaging technology that detects both oxyhemoglobin hemodynamics (HbO) and deoxy-hemoglobin hemodynamics (HbR), but there is no assessment approach that emphasizes the merits of fNIRS. New method: Based on fNIRS, we established an indicator system named the Area-Under-Curve-based Indicator System (AUCIS) to estimate the effect reliability of brain responses. Evaluating the positive and negative responses for HbO and HbR can better explain, to some extent, the comprehensive physiological mechanism of oxygen delivery to and extraction in the brain. Moreover, we also established a reliability coefficient, named AUC’ α, to assess the robustness of within-subject condition effects. Results and Comparison: To validate the AUCIS, we used a simulation-based HRF signal and an open database and compared the performance with other general indicators. The AUCIS showed a greater relative sensitivity and robustness, which can be explained in terms of oxygen delivery and extraction based on the negative and positive responses of HbO and HbR.

scholarly journals Study on driver’s braking intention identification based on functional near-infrared spectroscopy

2018 ◽  
Vol 1 (3) ◽  
pp. 107-113 ◽  
Author(s):  
Lei Zhu ◽  
Shuguang Li ◽  
Yaohua Li ◽  
Min Wang ◽  
Yanyu Li ◽  
...  
Keyword(s):  
Cerebral Cortex ◽  
Infrared Spectroscopy ◽  
Near Infrared Spectroscopy ◽  
Near Infrared ◽  
Driving Simulator ◽  
Intelligent System ◽  
Functional Near Infrared Spectroscopy ◽  
Content Type ◽  
Cooperative Driving ◽  
Intention Recognition

PurposeCooperative driving refers to a notion that intelligent system sharing controlling with human driver and completing driving task together. One of the key technologies is that the intelligent system can identify the driver’s driving intention in real time to implement consistent driving decisions. The purpose of this study is to establish a driver intention prediction model.Design/methodology/approachThe authors used the NIRx device to measure the cerebral cortex activities for identifying the driver’s braking intention. The experiment was carried out in a virtual reality environment. During the experiment, the driving simulator recorded the driving data and the functional near-infrared spectroscopy (fNIRS) device recorded the changes in hemoglobin concentration in the cerebral cortex. After the experiment, the driver’s braking intention identification model was established through the principal component analysis and back propagation neural network.FindingsThe research results showed that the accuracy of the model established in this paper was 80.39 per cent. And, the model could identify the driver’s braking intent prior to his braking operation.Research limitations/implicationsThe limitation of this study was that the experimental environment was ideal and did not consider the surrounding traffic. At the same time, other actions of the driver were not taken into account when establishing the braking intention recognition model. Besides, the verification results obtained in this paper could only reflect the results of a few drivers’ identification of braking intention.Practical implicationsThis study can be used as a reference for future research on driving intention through fNIRS, and it also has a positive effect on the research of brain-controlled driving. At the same time, it has developed new frontiers for intention recognition of cooperative driving.Social implicationsThis study explores new directions for future brain-controlled driving and wheelchairs.Originality/valueThe driver’s driving intention was predicted through the fNIRS device for the first time.

Young and Middle Aged Adults Differ in Neural Correlate of Sustained Attention: A fNIRS Study

2021 ◽  
Vol 14 ◽  
Author(s):  
Shweta Shenoy ◽  
Prachi Khandekar ◽  
Abhinav Sathe
Keyword(s):  
Young Adults ◽  
Sustained Attention ◽  
Near Infrared ◽  
Middle Age ◽  
Neural Correlates ◽  
Middle Aged ◽  
Functional Near Infrared Spectroscopy ◽  
Age Related ◽  
Significant Difference ◽  
Middle Aged Adults

: Sustained attention (SA) is a construct of cognition that tends to decline with age. There is a lack of literature regarding the neural correlates of SA in middle age, a link between young and old age. This study evaluated the differences in SA ability and its neural correlates using functional near-infrared spectroscopy (fNIRS) between young and middle-aged adults. 38 young and 25 middle-aged adults were evaluated for the changes in neural correlates (oxy and deoxyhemoglobin concentration in the prefrontal cortex) during a SA task known as cognition. The results showed that young adults performed significantly better than middle-aged adults on the SA task with no gender difference in their performance. There was a significant difference in the prefrontal activation pattern between young and middle-aged adults. We found right prefrontal dominance in young adults and left the prefrontal authority in middle-aged adults. This study concludes that the ability to maintain SA diminishes with age, advancing from young to middle age. Hemodynamic findings confirmed significant differences in neural resources in the prefrontal cortical areas between young and middle age. Findings document the neurobiological basis of age-related decline in the middle-aged population to understand changes in the brain's functioning during SA-related cognitive tasks.

The application of mobile fNIRS to “shopper neuroscience” – first insights from a merchandising communication study

2018 ◽  
Vol 52 (1/2) ◽  
pp. 244-259 ◽  
Author(s):  
Caspar Krampe ◽  
Enrique Strelow ◽  
Alexander Haas ◽  
Peter Kenning
Keyword(s):  
Prefrontal Cortex ◽  
Near Infrared ◽  
Communication Strategies ◽  
Real Life ◽  
Communication Strategy ◽  
Grocery Shopping ◽  
Neural Activation ◽  
Functional Near Infrared Spectroscopy ◽  
Content Type ◽  
Dorsolateral Prefrontal

Purpose This study is the first to examine consumer’s neural reaction to different merchandising communication strategies at the point-of-sale (PoS) by applying functional near-infrared spectroscopy (fNIRS). By doing so, the purpose of this study is to extend consumer neuroscience to retail and shopper research. Design/methodology/approach Two experiments were conducted in which 36 shoppers were exposed to a realistic grocery shopping scenario while their brain haemodynamics were measured using mobile fNIRS. Findings Results revealed that mobile fNIRS appears a valid method to study neural activation of the prefrontal cortex (PFC) in the field of “shopper neuroscience”. More precisely, results demonstrated that the orbitofrontal cortex (OFC) might be crucial for processing and predicting merchandising communication strategy effectiveness. Research limitations/implications This research gives evidence that certain regions of the PFC, in particular the OFC and the dorsolateral prefrontal cortex (dlPFC), are crucial to process and evaluate merchandising communication strategies. Practical implications The current work opens a promising new avenue for studying and understanding shopper’s behaviour. Mobile fNIRS enables marketing management to collect neural data from shoppers and analyse neural activity associated with real-life settings. Furthermore, based on a better understanding of shoppers’ perceptual processes of communication strategies, marketers can design more effective merchandising communication strategies. Originality/value The study is the first to implement the innovative, mobile neuroimaging method of fNIRS to a PoS setting. It, therefore, opens up the promising field of “shopper neuroscience”.

Rock versus pop: symbolic disputes at Rock in Rio music festival

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Isabella Oliveira Medeiros ◽  
Simone Evangelista ◽  
Simone Pereira de Sá
Keyword(s):  
Design Methodology ◽  
Social Constructions ◽  
Pop Music ◽  
Content Type ◽  
Digital Platforms ◽  
Music Festival ◽  
The Social ◽  
The Usa ◽  
History Of ◽  
Musical Genres

PurposeThe paper aims to discuss the tensions between rock and pop genres at Rock in Rio, the most significant music festival in Brazil (which also has had international editions in Portugal, Spain and the USA), analyzing the construction and consolidation of Rock in Rio as a rock-related brand and mapping the disputes, negotiations and controversies between rock and pop music fans.Design/methodology/approachThe authors analyze those facts from a framework composed by discussions about musical genres (Frith, 1996; Blacking, 1995), social constructions about rock and pop, as well as debates about taste as performance (Hennion, 2007) on digital platforms. The corpus consists of 58 posts published between 2018 and 2019 in the period prior to Rock in Rio 2019, analyzed qualitatively.FindingsBy recalling the history of Rock in Rio, the authors demonstrate that the discourses and strategies involving the festival are contradictory, which reflects on disputes about the meanings of festivals on social media. A diverse set of controversy was found, such as discussions about the artists' authenticity as well as arguments that refer to the social constructions linked to certain musical genres.Originality/valueThe paper analyzes the Rock in Rio music festival from a perspective that is not observed very often, offering insights about the relevance of music genres as mediators of the perception of the festival as a brand and the controversies involving fans and anti-fans.

Physique differences and psychophysiological response under clothing pressure using waist belt

2019 ◽  
Vol 32 (1) ◽  
pp. 63-72
Author(s):  
Mayumi Uemae ◽  
Tomohiro Uemae ◽  
Masayoshi Kamijo
Keyword(s):  
Body Fat ◽  
Near Infrared ◽  
Functional Near Infrared Spectroscopy ◽  
Content Type ◽  
Response Data ◽  
Psychophysiological Response ◽  
Clothing Comfort ◽  
Comfort Evaluation ◽  
Clothing Pressure ◽  
Physiological Reactions

Purpose The purpose of this paper is to examine the physique difference and psychophysiological response under clothing pressure by a waist belt. Design/methodology/approach The influences of clothing pressure on physiological and psychological responses were evaluated by the following measurements: functional near-infrared spectroscopy, electrocardiogram and sensory evaluation. The authors investigated the correlation between the anthropometric data and psychophysiological response data. Findings There were significant correlations between body fat and physiological responses. It was suggested that differences in body fat affect changes in cerebral hemodynamics and heart rate due to clothing pressure. It is inferred that the participants having lower body fat reacted more sensitively to the compression stimulus, while those having higher body fat were more tolerant of physiological reactions to compression stimulus. Originality/value This paper has presented the necessity of clothing comfort evaluation considering individual differences in physique due to body fat.

Sign in / Sign up

Export Citation Format

Share Document