In the past decade, there has been a tremendous increase in use of neurophysiological methods to better understand marketing phenomena among academics and practitioners. However, value these predicting advertising success remains underresearched. Using unique experimental protocol assess responses 30-second television ads, authors capture many measures effectiveness across six commonly used (traditional self-reports, implicit measures, eye tracking, biometrics, electroencephalography,...

The first decade of consumer neuroscience research has produced groundbreaking work in identifying the basic neural processes underlying human judgment and decision making, with majority such studies published journals influencing models brain function. Yet for field to thrive next decade, current emphasis on science must be extended into marketing theory practice. authors suggest five concrete ways that neuroscientific methods can fruitfully applied marketing. They then outline three...

Study Objectives:Using a gambling task, we investigated how 24 hours of sleep deprivation modulates the neural response to making risky decisions with potentially loss-bearing outcomes.

Sleep deprivation results in the loss of our ability to suppress a prepotent response. The extent decline this executive function varies across individuals. Here, we used functional magnetic resonance imaging study neural correlates sleep deprivation-induced differences inhibitory efficiency. Participants performed go/no-go task after normal and 24 h total deprivation. Regardless change efficiency, lowered sustained, task-related activation ventral anterior prefrontal (PFC) regions...

A single night of sleep deprivation (SD) evoked a strategy shift during risky decision making such that healthy human volunteers moved from defending against losses to seeking increased gains. This change in economic preferences was correlated with the magnitude an SD-driven increase ventromedial prefrontal activation as well by decrease anterior insula making. Analogous changes were observed receipt reward outcomes: elevated gains cortex and ventral striatum, but attenuated following...

The dorsomedial prefrontal cortex (DMPFC) plays a central role in aspects of cognitive control and decision making. Here, we provide evidence for an anterior-to-posterior topography within the DMPFC using tasks that evoke three distinct forms demands--response, decision, strategic--each which could be mapped onto independent behavioral data. Specifically, identify spatially regions DMPFC: posterior region associated with demands evoked by multiple incompatible responses, middle relative...

Visceral pain processing is abnormal in a majority of irritable bowel syndrome (IBS) patients. Aberrant endogenous nociceptive modulation and anticipation are possible underlying mechanisms investigated the current study. Twelve IBS patients 12 matched healthy controls underwent brain fMRI scanning during following randomised stimuli: sham painful rectal distensions by barostat without with simultaneous activation descending inhibition using ice water immersion foot for heterotopic...

Abstract Using fMR adaptation, we studied the effects of aging on neural processing passively viewed naturalistic pictures composed a prominent object against background scene. Spatially distinct regions showing specific patterns adaptation to objects, scenes, and contextual integration (binding) were identified in young adults. Older adults did not show responses corresponding binding medial-temporal areas. They also showed an deficit for objects whereby their lateral occipital complex...

The dorsomedial and dorsolateral prefrontal cortices (dmPFC dlPFC) together support cognitive control, with dmPFC responsible for monitoring performance dlPFC adjusting behavior. contains a topographic organization that reflects complexity of control demands, more anterior regions guiding increasingly abstract processing. Recent evidence similar gradient within suggests the possibility parallel, hierarchical organization. Here, we measured connectivity between functional nodes using...

Abstract The role of language in performing numerical computations has been a topic special interest cognition. “Triple Code Model” proposes the existence language-dependent verbal code involved retrieving arithmetic facts related to addition and multiplication, language-independent analog magnitude subserving tasks such as number comparison estimation. Neuroimaging studies have shown dissociation between dependence involving exact approximate processing on language-related circuits....

Abstract While neuromarketing research delineates how specific neurophysiological methods offer predictive power beyond traditional survey methods, few studies explore these can be used concurrently to measure outcomes across marketing contexts. We address this gap by simultaneously eliciting multiple measures: inter‐beat interval from heart rate, skin conductance response, and frontal alpha asymmetry electroencephalography (EEG) stimulus categories, associating them with distinct...

In the classic gain/loss framing effect, describing a gamble as potential gain or loss biases people to make risk-averse risk-seeking decisions, respectively. The canonical explanation for this effect is that frames differentially modulate emotional processes, which in turn leads irrational choice behavior. Here, we evaluate source of by integrating functional magnetic resonance imaging data from 143 human participants performing task with meta-analytic >8000 neuroimaging studies. We...

Abstract Face masks slow the spread of SARS-CoV-2, but it has been unknown how might reshape social interaction. One important possibility is that may influence individuals communicate emotion through facial expressions. Here, we clarify to what extent—and how—masks communication, drift–diffusion modeling (DDM). Over two independent pre-registered studies, conducted three and 6 months into COVID-19 pandemic, online participants judged expressions emotions (anger, disgust, fear, happiness,...

Abstract Printed word frequency can modulate retrieval effort in a task requiring associative semantic judgment. Event‐related fMRI, while avoiding stimulus order predictability, is theory statistically less powerful than block designs. We compared one event‐related and two designs that evaluated the same judgment found similar brain regions demonstrated effect. Although responses were lower amplitude, fMRI was able to detect effect comparable degree The detection of with design also...