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”.

scholarly journals An Examination of the Relationship Between Perfectionism and Neurological Functioning

2021 ◽  
Vol 35 (3) ◽  
pp. 195-211
Author(s):  
Julie Petersen ◽  
Clarissa W. Ong ◽  
Allison S. Hancock ◽  
Ronald B. Gillam ◽  
Michael E. Levin ◽  
...  
Keyword(s):  
Prefrontal Cortex ◽  
Undergraduate Students ◽  
Near Infrared ◽  
Controlled Trial ◽  
Mirror Image ◽  
Neural Activation ◽  
Functional Near Infrared Spectroscopy ◽  
Acceptance And Commitment ◽  
Dorsolateral Prefrontal ◽  
The Right

Clinical perfectionism is the rigid pursuit of high standards, interfering with functioning. Little research has explored neural patterns in clinical perfectionism. The present study explores neural correlates of clinical perfectionism, before and after receiving ten 50-minute, weekly sessions of acceptance and commitment therapy (ACT), as compared to low-perfectionist controls, in specific cortical structures: the dorsolateral prefrontal cortex (DLPFC), medial prefrontal cortex (MPFC), right inferior parietal lobule (IPL). Participants in the perfectionist condition (n = 43) were from a randomized controlled trial evaluating ACT for clinical perfectionism and low-perfectionist controls were undergraduate students (n = 12). Participants completed three tasks (editing a passage, mirror image tracing, circle tracing) using functional near-infrared spectroscopy (fNIRS) to measure neural activation. Results indicate that ḥin the DLPFC and MPFC of the perfectionists whereas activation in the other tasks were relatively similar. There were no differences were observed in the right DLPFC, MPFC, and right IPL between the posttreatment perfectionist and nonperfectionist control groups. Our findings suggest an unclear relationship between neural activation and perfectionism.

Social hyperscanning with fNIRS

Gesture ◽  
2020 ◽  
Vol 19 (2-3) ◽  
pp. 196-222
Author(s):  
Michela Balconi ◽  
Angela Bartolo ◽  
Giulia Fronda
Keyword(s):  
Prefrontal Cortex ◽  
Infrared Spectroscopy ◽  
Near Infrared Spectroscopy ◽  
Dorsolateral Prefrontal Cortex ◽  
Near Infrared ◽  
Brain Connectivity ◽  
Gestural Communication ◽  
Functional Near Infrared Spectroscopy ◽  
Dorsolateral Prefrontal ◽  
Posterior Parietal

Abstract The interest of neuroscience has been aimed at the investigation of the neural bases underlying gestural communication. This research explored the intra- and inter-brain connectivity between encoder and decoder. Specifically, adopting a “hyperscanning paradigm” with the functional Near-infrared Spectroscopy (fNIRS) cerebral connectivity in oxygenated (O2Hb) and deoxygenated (HHb) hemoglobin levels were revealed during the reproduction of affective, social, and informative gestures of different valence. Results showed an increase of intra- and inter-brain connectivity in dorsolateral prefrontal cortex for affective gestures, in superior frontal gyrus for social gestures and in frontal eyes field for informative gestures. Moreover, encoder showed a higher intra-brain connectivity in posterior parietal areas more than decoder. Finally, an increasing of inter-brain connectivity more than intra-brain (ConIndex) was observed in left regions for positive gestures. The present research has explored how the individuals neural tuning mechanisms turn out to be strongly influenced by the nature of specific gestures.

scholarly journals Modifications in Prefrontal Cortex Oxygenation in Linear and Curvilinear Dual Task Walking: A Combined fNIRS and IMUs Study

Sensors ◽  
2021 ◽  
Vol 21 (18) ◽  
pp. 6159
Author(s):  
Valeria Belluscio ◽  
Gabriele Casti ◽  
Marco Ferrari ◽  
Valentina Quaresima ◽  
Maria Sofia Sappia ◽  
...  
Keyword(s):  
Prefrontal Cortex ◽  
Dual Task ◽  
Near Infrared ◽  
Cognitive Task ◽  
Real Life ◽  
Motor Task ◽  
Hemoglobin Concentration ◽  
Cortical Activation ◽  
Functional Near Infrared Spectroscopy ◽  
Gait Quality

Increased oxygenated hemoglobin concentration of the prefrontal cortex (PFC) has been observed during linear walking, particularly when there is a high attention demand on the task, like in dual-task (DT) paradigms. Despite the knowledge that cognitive and motor demands depend on the complexity of the motor task, most studies have only focused on usual walking, while little is known for more challenging tasks, such as curved paths. To explore the relationship between cortical activation and gait biomechanics, 20 healthy young adults were asked to perform linear and curvilinear walking trajectories in single-task and DT conditions. PFC activation was assessed using functional near-infrared spectroscopy, while gait quality with four inertial measurement units. The Figure-of-8-Walk-Test was adopted as the curvilinear trajectory, with the “Serial 7s” test as concurrent cognitive task. Results show that walking along curvilinear trajectories in DT led to increased PFC activation and decreased motor performance. Under DT walking, the neural correlates of executive function and gait control tend to be modified in response to the cognitive resources imposed by the motor task. Being more representative of real-life situations, this approach to curved walking has the potential to reveal crucial information and to improve people’ s balance, safety, and life’s quality.

scholarly journals What Does Sleeping Brain Tell About Stress? A Pilot Functional Near-Infrared Spectroscopy Study Into Stress-Related Cortical Hemodynamic Features During Sleep

2021 ◽  
Vol 3 ◽  
Author(s):  
Zilu Liang
Keyword(s):  
Prefrontal Cortex ◽  
Infrared Spectroscopy ◽  
Pilot Study ◽  
Near Infrared Spectroscopy ◽  
Dorsolateral Prefrontal Cortex ◽  
Near Infrared ◽  
Functional Near Infrared Spectroscopy ◽  
Stress Indicators ◽  
Measured Stress ◽  
Dorsolateral Prefrontal

People with mental stress often experience disturbed sleep, suggesting stress-related abnormalities in brain activity during sleep. However, no study has looked at the physiological oscillations in brain hemodynamics during sleep in relation to stress. In this pilot study, we aimed to explore the relationships between bedtime stress and the hemodynamics in the prefrontal cortex during the first sleep cycle. We tracked the stress biomarkers, salivary cortisol, and secretory immunoglobulin A (sIgA) on a daily basis and utilized the days of lower levels of measured stress as natural controls to the days of higher levels of measured stress. Cortical hemodynamics was measured using a cutting-edge wearable functional near-infrared spectroscopy (fNIRS) system. Time-domain, frequency-domain features as well as nonlinear features were derived from the cleaned hemodynamic signals. We proposed an original ensemble algorithm to generate an average importance score for each feature based on the assessment of six statistical and machine learning techniques. With all channels counted in, the top five most referred feature types are Hurst exponent, mean, the ratio of the major/minor axis standard deviation of the Poincaré plot of the signal, statistical complexity, and crest factor. The left rostral prefrontal cortex (RLPFC) was the most relevant sub-region. Significantly strong correlations were found between the hemodynamic features derived at this sub-region and all three stress indicators. The dorsolateral prefrontal cortex (DLPFC) is also a relevant cortical area. The areas of mid-DLPFC and caudal-DLPFC both demonstrated significant and moderate association to all three stress indicators. No relevance was found in the ventrolateral prefrontal cortex. The preliminary results shed light on the possible role of the RLPCF, especially the left RLPCF, in processing stress during sleep. In addition, our findings echoed the previous stress studies conducted during wake time and provides supplementary evidence on the relevance of the dorsolateral prefrontal cortex in stress responses during sleep. This pilot study serves as a proof-of-concept for a new research paradigm to stress research and identified exciting opportunities for future studies.

scholarly journals Activation of Prefrontal Cortex in Process of Oral and Finger Shape Discrimination: fNIRS Study

2021 ◽  
Vol 15 ◽  
Author(s):  
Noriyuki Narita ◽  
Kazunobu Kamiya ◽  
Sunao Iwaki ◽  
Tomohiro Ishii ◽  
Hiroshi Endo ◽  
...  
Keyword(s):  
Decision Making ◽  
Prefrontal Cortex ◽  
Near Infrared ◽  
Shape Discrimination ◽  
Motor Sequence ◽  
Functional Near Infrared Spectroscopy ◽  
Significant Difference ◽  
Dorsolateral Prefrontal ◽  
Reliable Representation ◽  
The Brain

BackgroundThe differences in the brain activities of the insular and the visual association cortices have been reported between oral and manual stereognosis. However, these results were not conclusive because of the inherent differences in the task performance-related motor sequence conditions. We hypothesized that the involvement of the prefrontal cortex may be different between finger and oral shape discrimination. This study was conducted to clarify temporal changes in prefrontal activities occurring in the processes of oral and finger tactual shape discrimination using prefrontal functional near-infrared spectroscopy (fNIRS).MethodsSix healthy right-handed males [aged 30.8 ± 8.2 years (mean ± SD)] were enrolled. Measurements of prefrontal activities were performed using a 22-channel fNIRS device (ETG-100, Hitachi Medical Co., Chiba, Japan) during experimental blocks that included resting state (REST), nonsense shape discrimination (SHAM), and shape discrimination (SHAPE).ResultsNo significant difference was presented with regard to the number of correct answers during trials between oral and finger SHAPE discrimination. Additionally, a statistical difference for the prefrontal fNIRS activity between oral and finger shape discrimination was noted in CH 1. Finger SHAPE, as compared with SHAM, presented a temporally shifting onset and burst in the prefrontal activities from the frontopolar area (FPA) to the orbitofrontal cortex (OFC). In contrast, oral SHAPE as compared with SHAM was shown to be temporally overlapped in the onset and burst of the prefrontal activities in the dorsolateral prefrontal cortex (DLPFC)/FPA/OFC.ConclusionThe prefrontal activities temporally shifting from the FPA to the OFC during SHAPE as compared with SHAM may suggest the segregated serial prefrontal processing from the manipulation of a target image to the decision making during the process of finger shape discrimination. In contrast, the temporally overlapped prefrontal activities of the DLPFC/FPA/OFC in the oral SHAPE block may suggest the parallel procession of the repetitive involvement of generation, manipulation, and decision making in order to form a reliable representation of target objects.

scholarly journals Improving Emotion Regulation Through Real-Time Neurofeedback Training on the Right Dorsolateral Prefrontal Cortex: Evidence From Behavioral and Brain Network Analyses

2021 ◽  
Vol 15 ◽  
Author(s):  
Linlin Yu ◽  
Quanshan Long ◽  
Yancheng Tang ◽  
Shouhang Yin ◽  
Zijun Chen ◽  
...  
Keyword(s):  
Emotion Regulation ◽  
Prefrontal Cortex ◽  
Real Time ◽  
Dorsolateral Prefrontal Cortex ◽  
Near Infrared ◽  
Self Regulation ◽  
Brain Regions ◽  
Functional Near Infrared Spectroscopy ◽  
Network Analyses ◽  
Dorsolateral Prefrontal

We investigated if emotion regulation can be improved through self-regulation training on non-emotional brain regions, as well as how to change the brain networks implicated in this process. During the training period, the participants were instructed to up-regulate their right dorsolateral prefrontal cortex (rDLPFC) activity according to real-time functional near-infrared spectroscopy (fNIRS) neurofeedback signals, and there was no emotional element. The results showed that the training significantly increased emotion regulation, resting-state functional connectivity (rsFC) within the emotion regulation network (ERN) and frontoparietal network (FPN), and rsFC between the ERN and amygdala; however, training did not influence the rsFC between the FPN and the amygdala. However, self-regulation training on rDLPFC significantly improved emotion regulation and generally increased the rsFCs within the networks; the rsFC between the ERN and amygdala was also selectively increased. The present study also described a safe approach that may improve emotion regulation through self-regulation training on non-emotional brain regions.

scholarly journals Disapproval from romantic partners, friends and parents: source of criticism regulates prefrontal cortex activity

2020 ◽  
Author(s):  
Michelle Jin-Yee Neoh ◽  
Atiqah Azhari ◽  
Claudio Mulatti ◽  
Marc H. Bornstein ◽  
Gianluca Esposito
Keyword(s):  
Prefrontal Cortex ◽  
Near Infrared ◽  
Romantic Partners ◽  
Third Party ◽  
Neural Responses ◽  
Functional Near Infrared Spectroscopy ◽  
Relationship Type ◽  
Relationship Types ◽  
Dorsolateral Prefrontal ◽  
Perceived Criticism

AbstractThe prevalence of criticism in everyday social situations, and its empirically demonstrated association with psychopathology, highlight the importance of understanding neural mechanisms underlying the perception and response of individuals to criticism. However, neuroimaging studies to date have been limited largely to maternal criticism. The present study aims to investigate neural responses to criticism originating from three different relationship types: romantic partners, friends, and parents. Perceived criticism ratings for these relationships from 49 participants were collected. Functional near-infrared spectroscopy was used to measure changes in oxygenated haemoglobin levels in the prefrontal cortex when participants read vignettes describing three different scenarios of criticism. Participants were randomly assigned to 3 groups where the given description of the relationship of the protagonist to the source of criticism for each vignette was randomised. A significant interaction between relationship type and perceived criticism ratings for mothers was found in the dorsolateral prefrontal cortex. Compared to low perceived criticism, high perceived criticism individuals showed increased activation reading vignettes describing criticism from romantic partners and parents but decreased activation for those from friends. Findings contribute to understanding neural responses to criticism as observed from a third-party perspective. Future studies can look into differentiating neural responses of personalised experiences of criticism and third-party observations.

scholarly journals Prefrontal activation related to spontaneous creativity with rock music improvisation: A functional near-infrared spectroscopy study

2019 ◽  
Vol 9 (1) ◽  
Author(s):  
Atsumichi Tachibana ◽  
J. Adam Noah ◽  
Yumie Ono ◽  
Daisuke Taguchi ◽  
Shuichi Ueda
Keyword(s):  
Prefrontal Cortex ◽  
Infrared Spectroscopy ◽  
Near Infrared Spectroscopy ◽  
Neural Activity ◽  
Rock Music ◽  
Near Infrared ◽  
Brain Activity ◽  
Functional Near Infrared Spectroscopy ◽  
Left Dlpfc ◽  
Dorsolateral Prefrontal

Abstract Understanding how the brain modulates improvisation has been the focus of numerous studies in recent years. Models have suggested regulation of activity between default mode and executive control networks play a role in improvisational execution. Several studies comparing formulaic to improvised sequences support this framework and document increases in activity in medial frontal lobe with decreased activity in the dorsolateral prefrontal cortex (DLPFC). These patterns can be influenced through training and neural responses may differ between in beginner and expert musicians. Our goal was to test the generalizability of this framework and determine similarity in neural activity in the prefrontal cortex during improvisation. Twenty guitarists performed improvised and formulaic sequences in a blues rock format while brain activity was recorded using functional near-infrared spectroscopy. Results indicate similar modulation in DLPFC as seen previously. Specific decreases of activity from left DLPFC in the end compared to beginning or middle of improvised sequences were also found. Despite the range of skills of participants, we also found significant correlation between subjective feelings of improvisational performance and modulation in left DLPFC. Processing of subjective feelings regardless of skill may contribute to neural modulation and may be a factor in understanding neural activity during improvisation.

scholarly journals The Mood-Improving Effect of Viewing Images of Nature and Its Neural Substrate

2021 ◽  
Vol 18 (10) ◽  
pp. 5500
Author(s):  
Rikuto Yamashita ◽  
Chong Chen ◽  
Toshio Matsubara ◽  
Kosuke Hagiwara ◽  
Masato Inamura ◽  
...  
Keyword(s):  
Prefrontal Cortex ◽  
Effect Size ◽  
Near Infrared ◽  
Medium Effect ◽  
Affective Processing ◽  
Therapeutic Effects ◽  
Built Environments ◽  
Functional Near Infrared Spectroscopy ◽  
Dorsolateral Prefrontal ◽  
The Right

It has been recently suggested that contact with nature improves mood via reducing the activity of the prefrontal cortex. However, the specific regions within the prefrontal cortex that underlie this effect remain unclear. In this study, we aimed to identify the specific regions involved in the mood-improving effect of viewing images of nature using a 52-channel functional near-infrared spectroscopy (fNIRS). Specifically, we focused on the orbitofrontal cortex (OFC) and dorsolateral prefrontal cortex (dlPFC), two regions associated with affective processing and control. In a randomized controlled crossover experiment, we assigned thirty young adults to view images of nature and built environments for three minutes each in a counterbalanced order. During image viewing, participants wore a fNIRS probe cap and had their oxyhemoglobin (oxy-Hb) measured. Immediately following each image viewing, participants indicated their mood in terms of comfortableness, relaxation, and vigor. Results showed that viewing images of nature significantly increased comfortableness and relaxation but not vigor compared to viewing images of built environments, with a large effect size. Meanwhile, the concentration of oxy-Hb in only the right OFC and none of the other regions significantly decreased while viewing the images of nature compared to built environments, with a medium effect size. We speculate that viewing images of nature improves mood by reducing the activity of or calming the OFC. Since the OFC is hyperactive in patients with depression and anxiety at rest, contact with nature might have therapeutic effects for them.

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