scholarly journals Touching to Feel: Brain Activity During In-Store Consumer Experience

2021 ◽  
Vol 12 ◽  
Author(s):  
Michela Balconi ◽  
Irene Venturella ◽  
Roberta Sebastiani ◽  
Laura Angioletti
Keyword(s):  
Brain Activity ◽  
Power Spectral Analysis ◽  
Brain Regions ◽  
Consumer Experience ◽  
Beta Band ◽  
Experimental Conditions ◽  
Cortical Oscillations ◽  
Brain Responses ◽  
Power Spectral ◽  
High Level

To gain a deeper understanding of consumers' brain responses during a real-time in-store exploration could help retailers to get much closer to costumers' experience. To our knowledge, this is the first time the specific role of touch has been investigated by means of a neuroscientific approach during consumer in-store experience within the field of sensory marketing. This study explores the presence of distinct cortical brain oscillations in consumers' brain while navigating a store that provides a high level of sensory arousal and being allowed or not to touch products. A 16-channel wireless electroencephalogram (EEG) was applied to 23 healthy participants (mean age = 24.57 years, SD = 3.54), with interest in cosmetics but naive about the store explored. Subjects were assigned to two experimental conditions based on the chance of touching or not touching the products. Cortical oscillations were explored by means of power spectral analysis of the following frequency bands: delta, theta, alpha, and beta. Results highlighted the presence of delta, theta, and beta bands within the frontal brain regions during both sensory conditions. The absence of touch was experienced as a lack of perception that needs cognitive control, as reflected by Delta and Theta band left activation, whereas a right increase of Beta band for touch condition was associated with sustained awareness on the sensory experience. Overall, EEG cortical oscillations' functional meaning could help highlight the neurophysiological implicit responses to tactile conditions and the importance of touch integration in consumers' experience.

scholarly journals The Effects of Kisspeptin on Brain Response to Food Images and Psychometric Parameters of Appetite in Healthy Men

2020 ◽  
Author(s):  
Lisa Yang ◽  
Lysia Demetriou ◽  
Matthew B Wall ◽  
Edouard G Mills ◽  
Victoria C Wing ◽  
...  
Keyword(s):  
Magnetic Resonance Imaging ◽  
Brain Activity ◽  
Brain Regions ◽  
Metabolic Effects ◽  
Functional Magnetic Resonance ◽  
Resonance Imaging ◽  
Brain Response ◽  
Healthy Men ◽  
Brain Responses ◽  
Double Blinded

Abstract Context The hormone kisspeptin has crucial and well-characterized roles in reproduction. Emerging data from animal models also suggest that kisspeptin has important metabolic effects including modulation of food intake. However, to date there have been no studies exploring the effects of kisspeptin on brain responses to food stimuli in humans. Objective This work aims to investigate the effects of kisspeptin administration on brain responses to visual food stimuli and psychometric parameters of appetite, in healthy men. Design A double-blinded, randomized, placebo-controlled, crossover study was conducted. Participants Participants included 27 healthy, right-handed, eugonadal men (mean ± SEM: age 26.5 ± 1.1 years; body mass index 23.9 ± 0.4 kg/m2). Intervention Participants received an intravenous infusion of 1 nmol/kg/h of kisspeptin or rate-matched vehicle over 75 minutes. Main Outcome Measures Measurements included change in brain activity on functional magnetic resonance imaging in response to visual food stimuli and change in psychometric parameters of appetite, during kisspeptin administration compared to vehicle. Results Kisspeptin administration at a bioactive dose did not affect brain responses to visual food stimuli or psychometric parameters of appetite compared to vehicle. Conclusions This is the first study in humans investigating the effects of kisspeptin on brain regions regulating appetite and demonstrates that peripheral administration of kisspeptin does not alter brain responses to visual food stimuli or psychometric parameters of appetite in healthy men. These data provide key translational insights to further our understanding of the interaction between reproduction and metabolism.

scholarly journals The Paternal Transition Entails Neuroanatomic Adaptations that are Associated with the Father’s Brain Response to his Infant Cues

2020 ◽  
Vol 1 (1) ◽  
Author(s):  
María Paternina-Die ◽  
Magdalena Martínez-García ◽  
Clara Pretus ◽  
Elseline Hoekzema ◽  
Erika Barba-Müller ◽  
...  
Keyword(s):  
Brain Activity ◽  
Brain Regions ◽  
Resonance Imaging ◽  
Brain Response ◽  
Paternal Behavior ◽  
Cortical Volume ◽  
Brain Responses ◽  
First Time ◽  
Infant Cues ◽  
Parental Brain

Abstract The transition into fatherhood is a life-changing event that requires substantial psychological adaptations. In families that include a father figure, sensitive paternal behavior has been shown to positively impact the infant’s development. Yet, studies exploring the neuroanatomic adaptations of men in their transition into fatherhood are scarce. The present study used surface-based methods to reanalyze a previously published prospective magnetic resonance imaging dataset comprised of 20 first-time fathers (preconception-to-postpartum) and 17 childless men. We tested if the transition into fatherhood entailed changes in cortical volume, thickness, and area and whether these changes were related to 2 indicators of paternal experience. Specifically, we tested if such changes were associated with (1) the baby’s age and/or (2) the fathers’ brain activity in response to pictures of their babies compared with an unknown baby. Results indicated that first-time fathers exhibited a significant reduction in cortical volume and thickness of the precuneus. Moreover, higher volume reduction and cortical thinning were associated with stronger brain responses to pictures of their own baby in parental brain regions. This is the first study showing preconception-to-postpartum neuroanatomical adaptations in first-time fathers associated with the father’s brain response to cues of his infant.

scholarly journals Neural Correlates of Group Bias During Natural Viewing

2018 ◽  
Vol 29 (8) ◽  
pp. 3380-3389
Author(s):  
Timothy J Andrews ◽  
Ryan K Smith ◽  
Richard L Hoggart ◽  
Philip I N Ulrich ◽  
Andre D Gouws
Keyword(s):  
Time Course ◽  
Social Groups ◽  
Sensory Information ◽  
Brain Regions ◽  
Group Differences ◽  
Neural Basis ◽  
Brain Responses ◽  
The World ◽  
High Level ◽  
The Brain

Abstract Individuals from different social groups interpret the world in different ways. This study explores the neural basis of these group differences using a paradigm that simulates natural viewing conditions. Our aim was to determine if group differences could be found in sensory regions involved in the perception of the world or were evident in higher-level regions that are important for the interpretation of sensory information. We measured brain responses from 2 groups of football supporters, while they watched a video of matches between their teams. The time-course of response was then compared between individuals supporting the same (within-group) or the different (between-group) team. We found high intersubject correlations in low-level and high-level regions of the visual brain. However, these regions of the brain did not show any group differences. Regions that showed higher correlations for individuals from the same group were found in a network of frontal and subcortical brain regions. The interplay between these regions suggests a range of cognitive processes from motor control to social cognition and reward are important in the establishment of social groups. These results suggest that group differences are primarily reflected in regions involved in the evaluation and interpretation of the sensory input.

scholarly journals FFA and OFA encode distinct types of face identity information

2020 ◽  
Author(s):  
Maria Tsantani ◽  
Nikolaus Kriegeskorte ◽  
Katherine Storrs ◽  
Adrian Lloyd Williams ◽  
Carolyn McGettigan ◽  
...  
Keyword(s):  
Brain Activity ◽  
Activity Patterns ◽  
Brain Regions ◽  
Image Encoding ◽  
Low Level ◽  
Social Traits ◽  
Face Area ◽  
Face Similarity ◽  
And Gender ◽  
High Level

AbstractFaces of different people elicit distinct functional MRI (fMRI) patterns in several face-selective brain regions. Here we used representational similarity analysis to investigate what type of identity-distinguishing information is encoded in three face-selective regions: fusiform face area (FFA), occipital face area (OFA), and posterior superior temporal sulcus (pSTS). We used fMRI to measure brain activity patterns elicited by naturalistic videos of famous face identities, and compared their representational distances in each region with models of the differences between identities. Models included low-level to high-level image-computable properties and complex human-rated properties. We found that the FFA representation reflected perceived face similarity, social traits, and gender, and was well accounted for by the OpenFace model (deep neural network, trained to cluster faces by identity). The OFA encoded low-level image-based properties (pixel-wise and Gabor-jet dissimilarities). Our results suggest that, although FFA and OFA can both discriminate between identities, the FFA representation is further removed from the image, encoding higher-level perceptual and social face information.

scholarly journals Representation of real-world event schemas during narrative perception

2018 ◽  
Author(s):  
Christopher Baldassano ◽  
Uri Hasson ◽  
Kenneth A. Norman
Keyword(s):  
Human Subjects ◽  
Brain Activity ◽  
Temporal Structure ◽  
Animal Experiments ◽  
Situation Model ◽  
Brain Regions ◽  
Control Group ◽  
Daily Lives ◽  
High Level ◽  
Almost All

AbstractUnderstanding movies and stories requires maintaining a high-level situation model that abstracts away from perceptual details to describe the location, characters, actions, and causal relationships of the currently unfolding event. These models are built not only from information present in the current narrative, but also from prior knowledge about schematic event scripts, which describe typical event sequences encountered throughout a lifetime. We analyzed fMRI data from 44 human subjects presented with sixteen three-minute stories, consisting of four schematic events drawn from two different scripts (eating at a restaurant or going through the airport). Aside from this shared script structure, the stories varied widely in terms of their characters and storylines, and were presented in two highly dissimilar formats (audiovisual clips or spoken narration). One group was presented with the stories in an intact temporal sequence, while a separate control group was presented with the same events in scrambled order. Regions including the posterior medial cortex, medial prefrontal cortex (mPFC), and superior frontal gyrus exhibited schematic event patterns that generalized across stories, subjects, and modalities. Patterns in mPFC were also sensitive to overall script structure, with temporally scrambled events evoking weaker schematic representations. Using a Hidden Markov Model, patterns in these regions can predict the script (restaurant vs. airport) of unlabeled data with high accuracy, and can be used to temporally align multiple stories with a shared script. These results extend work on the perception of controlled, artificial schemas in human and animal experiments to naturalistic perception of complex narrative stimuli.Significance StatementIn almost all situations we encounter in our daily lives, we are able to draw on our schematic knowledge about what typically happens in the world to better perceive and mentally represent our ongoing experiences. In contrast to previous studies that investigated schematic cognition using simple, artificial associations, we measured brain activity from subjects watching movies and listening to stories depicting restaurant or airport experiences. Our results reveal a network of brain regions that is sensitive to the shared temporal structure of these naturalistic situations. These regions abstract away from the particular details of each story, activating a representation of the general type of situation being perceived.

scholarly journals Health news sharing is reflected in distributed reward-related brain activity

2020 ◽  
Vol 15 (10) ◽  
pp. 1111-1119
Author(s):  
B P Doré ◽  
C Scholz ◽  
E C Baek ◽  
E B Falk
Keyword(s):  
Health Information ◽  
Brain Activity ◽  
Population Level ◽  
Brain Regions ◽  
Self Report ◽  
Whole Brain ◽  
Health News ◽  
Brain Responses ◽  
Reward Value ◽  
Reward Valuation

Abstract Neuroimaging has identified individual brain regions, but not yet whole-brain patterns, that correlate with the population impact of health messaging. We used neuroimaging to measure whole-brain responses to health news articles across two studies. Beyond activity in core reward value-related regions (ventral striatum, ventromedial prefrontal cortex), our approach leveraged whole-brain responses to each article, quantifying expression of a distributed pattern meta-analytically associated with reward valuation. The results indicated that expression of this whole-brain pattern was associated with population-level sharing of these articles beyond previously identified brain regions and self-report variables. Further, the efficacy of the meta-analytic pattern was not reducible to patterns within core reward value-related regions but rather depended on larger-scale patterns. Overall, this work shows that a reward-related pattern of whole-brain activity is related to health information sharing, advancing neuroscience models of the mechanisms underlying the spread of health information through a population.

scholarly journals Power Spectral Differences between Transient Epileptic and Global Amnesia: An eLORETA Quantitative EEG Study

2020 ◽  
Vol 10 (9) ◽  
pp. 613
Author(s):  
Jacopo Lanzone ◽  
Claudio Imperatori ◽  
Giovanni Assenza ◽  
Lorenzo Ricci ◽  
Benedetto Farina ◽  
...  
Keyword(s):  
Real Life ◽  
Power Spectral Analysis ◽  
Transient Global Amnesia ◽  
Epileptic Focus ◽  
Problem Solution ◽  
Beta Band ◽  
Power Spectral ◽  
Beta Power ◽  
Global Amnesia ◽  
Clinical Records

Transient epileptic amnesia (TEA) is a rare epileptic condition, often confused with transient global amnesia (TGA). In a real-life scenario, differential diagnosis between these two conditions can be hard. In this study we use power spectral analysis empowered by exact Low Resolution Brain Electromagnetic Tomography (eLORETA) to evidence the differences between TEA and TGA. Fifteen patients affected by TEA (64.2 ± 5.2 y.o.; 11 female/4 male; 10 left and 5 right temporal epileptic focus) and 15 patients affected by TGA (65.8 ± 7.2 y.o.; 11 females/4 males) were retrospectively identified in our clinical records. All patients recorded EEGs after symptoms offset. EEGs were analyzed with eLORETA to evidence power spectral contrast between the two conditions. We used an inverse problem solution to localize the source of spectral differences. We found a significant increase in beta band power over the affected hemisphere of TEA patients. Significant results corresponded to the uncus and para-hippocampal gyrus, respectively Brodmann’s Areas: 36, 35, 28, 34. We present original evidence of an increase in beta power in the affected hemisphere (AH) of TEA as compared to TGA. These differences involve key areas of the memory network located in the mesial temporal lobe. Spectral asymmetries could be used in the future to recognize cases of amnesia with a high risk of epilepsy.

scholarly journals Alterations of Regional Spontaneous Brain Activity and Gray Matter Volume in the Blind

2015 ◽  
Vol 2015 ◽  
pp. 1-12 ◽  
Author(s):  
Aili Jiang ◽  
Jing Tian ◽  
Rui Li ◽  
Yong Liu ◽  
Tianzi Jiang ◽  
...  
Keyword(s):  
Gray Matter ◽  
Brain Activity ◽  
Gray Matter Volume ◽  
Brain Regions ◽  
Visual Deprivation ◽  
Onset Age ◽  
Spontaneous Brain Activity ◽  
Matter Volume ◽  
Visual Areas ◽  
High Level

Visual deprivation can induce alterations of regional spontaneous brain activity (RSBA). However, the effects of onset age of blindness on the RSBA and the association between the alterations of RSBA and brain structure are still unclear in the blind. In this study, we performed resting-state functional and structural magnetic resonance imaging on 50 sighted controls and 91 blind subjects (20 congenitally blind, 27 early blind, and 44 late blind individuals). Compared with the sighted control, we identified increased RSBA in the blind in primary and high-level visual areas and decreased RSBA in brain regions which are ascribed to sensorimotor and salience networks. In contrast, blind subjects exhibited significantly decreased gray matter volume (GMV) in the visual areas, while they exhibited significantly increased GMV in the sensorimotor areas. Moreover, the onset age of blindness was negatively correlated with the GMV of visual areas in blind subjects, whereas it exerted complex influences on the RSBA. Finally, significant negative correlations were shown between RSBA and GMV values. Our results demonstrated system-dependent, inverse alterations in RSBA and GMV after visual deprivation. Furthermore, the onset age of blindness has different effects on the reorganizations in RSBA and GMV.

scholarly journals Estimation of task-based modulations in functional connectivity with MEG: a comparison of methods

2018 ◽  
Author(s):  
Juan L.P. Soto ◽  
Karim Jerbi
Keyword(s):  
Brain Activity ◽  
Correlation Coefficients ◽  
Brain Regions ◽  
The Other ◽  
Functional Magnetic Resonance ◽  
Visuomotor Coordination ◽  
Experimental Conditions ◽  
Magnetic Resonance Data ◽  
Resonance Data ◽  
Mathematical Techniques

AbstractFor the assessment of functional interactions between distinct brain regions there is a great variety of mathematical techniques, with well-known properties, relative merits and shortcomings; however, the methods that deal specifically with task-based fluctuations in interareal coupling are scarce, and their relative performance is unclear. In the present article, we compare two approaches used in the estimation of correlation changes between the envelope amplitudes of narrowband brain activity obtained from magnetoencephalography (MEG) recordings. One approach is an implementation of semipartial canonical correlation analysis (SP-CCA), which is formally equivalent to the psychophysiological interactions technique successfully applied to functional magnetic resonance data. The other approach, which has been used in recent electrophysiology studies, consists of simply computing linear correlation coefficients of signals from two experimental conditions and taking their differences. We compared the two approaches with simulations and with multi-subject MEG signals acquired during a visuomotor coordination study. The analyses with simulated activity showed that computing differences in correlation coefficients (DCC) provided better discrimination between true coupling changes and spurious effects; on the other hand, SP-CCA resulted in significant effects around the reference location which were not found with DCC, and which may be due to field spread. Based on our findings, we recommend the use of DCC for the detection of task-based changes in connectivity, as it provided better performance than SP-CCA.

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