Search results for "Consumer neuroscience"

Dissociable contributions of left and right dorsolateral prefrontal cortex in planning.

2010

It is well established that the mid-dorsolateral prefrontal cortex (dlPFC) plays a critical role in planning. Neuroimaging studies have yielded predominantly bilateral dlPFC activations, but the existence and nature of functionally specific contributions of left and right dlPFC have remained elusive. In recent experiments, 2 independent parameters have been identified which substantially determine planning: 1) the degree of interdependence between consecutive steps (search depth) and 2) the degree to which the configuration of the goal state renders the order of single steps either clearly evident or ambiguous (goal hierarchy). Thus, search depth affects the actual mental generation and eva…

Neuroergonomic Assessment of Hot Beverage Preparation and Consumption: An EEG and EDA Study.

2020

Neuroergonomics is an emerging field that investigates the human brain in relation to behavioral performance in natural environments and everyday settings. This study investigated the body and brain activity correlates of a typical daily activity, hot beverage preparation, and consumption in a realistic office environment where participants performed natural daily tasks. Using wearable, battery operated and wireless Electroencephalogram (EEG) and Electrodermal activity (EDA) sensors, neural and physiological responses were measured in untethered, freely moving participants who prepared hot beverages using two different machines (a market leader and follower as determined by annual US sales)…

2016

The negative interpretation of body sensations (e.g., as sign of a severe illness) is a crucial cognitive process in pathological health anxiety (HA). However, little is known about the nature and the degree of automaticity of this interpretation bias. We applied an implicit association test (IAT) in 20 subjects during functional magnetic resonance imaging (fMRI) to investigate behavioral and neural correlates of implicit attitudes towards symptom words. On the behavioral level, body symptom words elicited strong negative implicit association effects, as indexed by slowed reaction times when symptom words were paired with the attribute “harmless” (incongruent condition) relative to a contro…

The influence of rTMS over prefrontal and motor areas in a morphological task: grammatical vs. semantic effects

2008

We investigated the differential role of two frontal regions in the processing of grammatical and semantic knowledge. Given the documented specificity of the prefrontal cortex for the grammatical class of verbs, and of the primary motor cortex for the semantic class of action words, we sought to investigate whether the prefrontal cortex is also sensitive to semantic effects, and whether the motor cortex is also sensitive to grammatical class effects. We used repetitive transcranial magnetic stimulation (rTMS) to suppress the excitability of a portion of left prefontal cortex (first experiment) and of the motor area (second experiment). In the first experiment we found that rTMS applied to t…

Using neurophysiological tools to investigate marketing communication elements in digital and extended reality contexts

2023

No hace muchos años, las comunicaciones de marketing, particularmente la publicidad, estaban restringidas a unos pocos medios. Estos medios restringieron las comunicaciones de marketing a espacios y tiempos predefinidos. Ahora, los medios digitales, incluida la realidad extendida, eliminaron esas barreras de espacio y tiempo, permitiendo a las marcas interactuar con los consumidores prácticamente desde cualquier lugar y en cualquier momento. El medio digital también transformó el papel de los consumidores en la comunicación de marketing: de meros espectadores pasivos a dadores activos de opinión y aportaciones. La comprensión de los efectos de estos cambios en las percepciones de los consum…

Chronometry of parietal and prefrontal activations in verbal working memory revealed by transcranial magnetic stimulation.

2003

We explored the temporal dynamics of parietal and prefrontal cortex involvement in verbal working memory employing single-pulse transcranial magnetic stimulation (TMS). In six healthy volunteers the left or right inferior parietal and prefrontal cortex was stimulated with the aid of a frameless stereotactic system. TMS was applied at 10 different time points 140-500 ms into the delay period of a two-back verbal working memory task. A choice reaction task was used as a control task. Interference with task accuracy was induced by TMS earlier in the parietal cortex than in the prefrontal cortex and earlier over the right than the left hemisphere. This suggests a propagation of information flow…

Consumer Neuroscience-Based Metrics Predict Recall, Liking and Viewing Rates in Online Advertising

2017

[EN] The purpose of the present study is to investigate whether the effectiveness of a new ad on digital channels (YouTube) can be predicted by using neural networks and neuroscience-based metrics (brain response, heart rate variability and eye tracking). Neurophysiological records from 35 participants were exposed to 8 relevant TV Super Bowl commercials. Correlations between neurophysiological-based metrics, ad recall, ad liking, the ACE metrix score and the number of views on YouTube during a year were investigated. Our findings suggest a significant correlation between neuroscience metrics and self-reported of ad effectiveness and the direct number of views on the YouTube channel. In add…

Keeping memory clear and stable--the contribution of human basal ganglia and prefrontal cortex to working memory.

2010

Successful remembering involves both hindering irrelevant information from entering working memory (WM) and actively maintaining relevant information online. Using a voxelwise lesion-behavior brain mapping approach in stroke patients, we observed that lesions of the left basal ganglia render WM susceptible to irrelevant information. Lesions of the right prefrontal cortex on the other hand make it difficult to keep more than a few items in WM. These findings support basal ganglia-prefrontal cortex models of WM whereby the basal ganglia play a gatekeeper role and allow only relevant information to enter prefrontal cortex where this information then is actively maintained in WM.

Biometric Measures for Interactive Advertising Research

2011

ABSTRACTModern marketers seek new research paradigms to explore preconscious, nonverbal stages of consumer behavior, often turning to brain science because some mental processes, particularly those underlying conscious awareness, may be better understood by analyzing neurophysiological reactions. A new discipline, consumer neuroscience, thus examines the brain and its functioning in a marketing context. This article demonstrates how consumer neuroscience can contribute to existing marketing knowledge, with a focus on two methods: electroencephalography (EEG) and eye-tracking. In interactive environments, it is ideal to administer brain wave analyses in parallel with observations of eye move…

Topical Review: Functional Anatomy of Human Hippocampal Formation and Related Structures

1996

Data on the internal organization, and neuronal connections of the human hippocampal formation and related structures of the limbic system are briefly reviewed. In the healthy brain, somatosensory, visual, and auditory input proceeds through neocortical core and belt fields to a variety of association areas, and from here the data is transported via long cortico-cortical pathways to the extended prefrontal association cortex. Tracts generated from this highest organizational level of the brain guide the data via the frontal belt (premotor cortex) to the frontal core (primary motor area). The striatal and cerebellar loops provide the major routes for this data transfer. The main components o…