scholarly journals A Functional Magnetic Resonance Imaging Assessment of Small Animals’ Phobia Using Virtual Reality as a Stimulus

2014 ◽  
Vol 2 (1) ◽  
pp. e6 ◽  
Author(s):  
Miriam Clemente ◽  
Beatriz Rey ◽  
Aina Rodriguez-Pujadas ◽  
Juani Breton-Lopez ◽  
Alfonso Barros-Loscertales ◽  
...  
Author(s):  
Harrison R. Burris ◽  
Shahid A. Sheikh

Marketers have long been fascinated by the possibility of understanding how consumers think and what factors stimulate favorable reactions to marketing stimuli. Marketers are now beginning to utilize neuromarketing techniques to map patterns of brain activities to ascertain how consumers evaluate products, objects, or marketing messages. Neuromarketing is relatively a new field of marketing that utilizes computer-simulated environments, such as Virtual Reality (VR) or Immersive Virtual Reality (IVR) technologies combined with neuroimaging technologies, such as Functional Magnetic Resonance Imaging (fMRI), Quantitative Electroencephalography (QEEG), Magnetoencephalography (MEG), and other means of studying human neurological responses. Marketers need this information to help gain favorable reactions to their marketing stimuli and to predict which product designs and marketing messages will appeal most and be on consumer’s minds when the prospects are ready to buy.


1997 ◽  
Vol 77 (1) ◽  
pp. 476-483 ◽  
Author(s):  
Ajay Dhankhar ◽  
Bruce E. Wexler ◽  
Robert K. Fulbright ◽  
Terry Halwes ◽  
ANDREW M. Blamire ◽  
...  

Dhankhar, Ajay, Bruce E. Wexler, Robert K. Fulbright, Terry Halwes, Andrew M. Blamire, and Robert G. Shulman. Functional magnetic resonance imaging assessment of the human brain auditory cortex response to increasing word presentation rates. J. Neurophysiol. 77: 476–483, 1997. In an investigation of the auditory cortex response to speech, six subjects were studied using echo-planar functional magnetic resonance imaging (fMRI) at 2.1T. The subjects were asked to listen to English nouns presented at various rates ranging from 0 words per minute (wpm) to 130 wpm while fMRI images encompassing their primary and posterior superior secondary auditory cortices were acquired. An asymmetric spin echo imaging sequence was used with an induced T2 weighting of 50 ms to allow for transverse relaxation effects. Images were acquired in two or four axial-oblique slices with a repetition time of 3.75 or 7.5 s, in plane resolution of 6 × 3 mm, and a slice thickness of 5 mm. Localized activation centered over grey matter was consistently observed in all subjects in the transverse temporal gyrus (TTG), the transverse temporal sulcus (TTS), and the posterior superior aspect of the superior temporal gyrus (STG). The total activated volume and the integrated signal response in bilateral primary and posterior superior secondary auditory cortices increased with increasing rate of word presentation, peaking at 90 wpm (with some intersubject variability) with a subsequent fall at 130 wpm. There were no significant differences in the rate dependence of the signal response in bilateral primary and bilateral posterior superior secondary auditory cortices ( P < 0.05).


2003 ◽  
Vol 6 (4) ◽  
pp. 359-368 ◽  
Author(s):  
Richard Mraz ◽  
James Hong ◽  
Genevieve Quintin ◽  
W. Richard Staines ◽  
William E. McIlroy ◽  
...  

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