ABSTRACT
Neural mismatch response resulting from the difference between prediction and observation is related to change detection and discrimination. Robust neuromagnetic brain activity of auditory mismatch-related perception occurs in response to non-prototypical vowels in across-category contrasts for first-language speakers. However, whether this non-prototypicality effect applies to within-category vowel perception remains to be elucidated. Here, healthy Japanese adults (n = 7) were subjected to magnetoencephalography (MEG) while watching a silent movie, and passively listened to synthesized English vowels /i/. We observed the source-level mismatch effect to the mid-high near-front vowel deviant [ɪ] with the most non-prototypical, unspecified feature in the participants' native language system. The mismatch effect recruited the left posterior superior temporal sulcus with a peak latency of 225 ms post-stimulus onset. We further studied whether a longer F1 distance between vowel pairs would increase mismatch-activated intensities, however, we did not observe neuromagnetic changes when the prototypical anchor standard [i] was compared with three non-prototypical deviants differing in first resonance frequency (F1) values. Our results indicate that an F1 increase in within-category upper front vowel perception is a strong activator of mismatch responses measured by source-level activated intensities for non-native listeners.
Subject(s)
Phonetics , Speech Perception , Acoustic Stimulation , Humans , Magnetoencephalography , Pilot ProjectsABSTRACT
The 2011 Tohoku earthquake and tsunami in Japan was an extraordinarily stressful incident that caused harmful psychological reactions, such as posttraumatic stress disorder (PTSD), among affected individuals. However, a proportion of exposed individuals experienced posttraumatic growth (PTG), characterized by a noticeable degree of personal strength, spirituality, life appreciation, perception of new possibilities in life, and enhanced relationships with others. Some researchers have argued that these positive reactions may be an illusory change related to coping with traumatic events. We examined trajectory patterns related to PTG Inventory (PTGI) subscales to elucidate the existence of both real and illusory growth regarding quality of life (QoL), utilizing group-based trajectory models. Three online questionnaires were distributed at 6 months (N = 2,554; M age = 47.04 years, SD = 12.62), 12 months (N = 887; M age = 48.11 years, SD = 12.43), and 42 months (N = 560; M age = 48.86 years, SD = 12.25) postdisaster. Participants responded to items related to demographic characteristics, disaster experiences, posttraumatic stress symptoms, PTG, and QoL. Three main PTG trajectories emerged, characterized by growth, no growth, and illusory growth, with QoL as a time invariant covariate. Compared with the growth trajectory, the odds ratios (ORs) for no growth ranged from 2.27 to 5.04; for illusory growth, the ORs ranged from 2.09 to 4.67. To our knowledge, this was the first study to report growth trajectories related to PTGI subscales and their underlying differences in psychological mechanisms and processes following the 2011 Tohoku earthquake and tsunami.
Subject(s)
Earthquakes , Posttraumatic Growth, Psychological , Stress Disorders, Post-Traumatic , Adaptation, Psychological , Humans , Middle Aged , Quality of Life , Stress Disorders, Post-Traumatic/etiology , Survivors , TsunamisABSTRACT
Mismatch-related brain activation in healthy individuals is an important area of neural investigation. Previously, we evaluated sentence-level syntactic dependencies, composed of a head and a dependent between two syntactically related words in head-initial English structures. We demonstrated that prominent mismatch effects were induced by within-category dependent errors when semantic interpretation was preserved. However, the following issues were not addressed: (1) whether head errors of syntactic dependency in head-final structures would elicit large mismatch field (MMF) intensities, and (2) whether an MMF effect of syntactic errors would be seen in the left superior temporal cortex alone. In this study, auditory MMFs were obtained by magnetocephalography (MEG) from healthy Japanese adults (n = 8) who were subjected to a passive auditory oddball paradigm with syntactically legal or illegal utterances and single words in Japanese. The results demonstrate that the source waveforms had significantly higher MMF cortical activation in response to the head error, which involved altered polarity of the predicate. This resulted in a syntactically incorrect and semantically incomprehensible expression, when compared to the syntactically correct expression and the non-structural lexical item. This mismatch effect, with a peak latency of 164 ms, was confined to the anterior region of the left superior temporal cortex. The current results clearly indicate that the representation of syntactic dependency is stored in long-term memory and tends to be activated in automatic auditory processing.
Subject(s)
Magnetoencephalography , Semantics , Adult , Brain Mapping , Humans , Language , Temporal LobeABSTRACT
Although growing attention has been drawn to attainable, high-intensity intermittent exercise (HIE)-based intervention, which can improve cardiovascular and metabolic health, for sedentary individuals, there is limited information on the impact and potential benefit of an easily attainable HIE intervention for cognitive health. We aimed to reveal how acute HIE affects executive function focusing on underlying neural substrates. To address this issue, we examined the effects of acute HIE on executive function using the color-word matching Stroop task (CWST), which produces a cognitive conflict in the decision-making process, and its neural substrate using functional near infrared spectroscopy (fNIRS). Twenty-five sedentary young adults (mean age: 21.0 ± 1.6 years; 9 females) participated in two counter-balanced sessions: HIE and resting control. The HIE session consisted of two minutes of warm-up exercise (50 W load at 60 rpm) and eight sets of 30 s of cycling exercise at 60% of maximal aerobic power (mean: 127 W ± 29.5 load at 100 rpm) followed by 30 s of rest on a recumbent-ergometer. Participants performed a CWST before and after the 10-minute exercise session, during both of which cortical hemodynamic changes in the prefrontal cortex were monitored using fNIRS. Acute HIE led to improved Stroop performance reflected by a shortening of the response time related to Stroop interference. It also evoked cortical activation related to Stroop interference on the left-dorsal-lateral prefrontal cortex (DLPFC), which corresponded significantly with improved executive performance. These results provide the first empirical evidence using a neuroimaging method, to our knowledge, that acute HIE improves executive function, probably mediated by increased activation of the task-related area of the prefrontal cortex including the left-DLPFC.
Subject(s)
Executive Function/physiology , Functional Neuroimaging/methods , High-Intensity Interval Training/methods , Prefrontal Cortex/physiology , Psychomotor Performance/physiology , Spectroscopy, Near-Infrared/methods , Adult , Female , Humans , Male , Young AdultABSTRACT
While accumulating evidence suggests positive effects of exercise on executive function, such effects vary with environment. In particular, exercise in a hypoxic environment (hypobaric or normobaric hypoxia), leading to decreased oxygen supply, may dampen or cancel such effects. Thus, we further explore the relation between the effects of hypoxic exercise on executive function and their underlying neural mechanisms by monitoring changes of cortical activation patterns using functional near-infrared spectroscopy (fNIRS). Fifteen healthy participants performed color-word Stroop tasks (CWST) before and after a 10 min bout of moderate-intensity exercise (50%VÌO2peak) under normoxic and hypoxic conditions (fraction of inspired oxygen (FIO2)â¯=â¯0.135). During the CWST, we monitored prefrontal activation using fNIRS. CWST performance under hypoxic conditions decreased compared with normoxic conditions. In addition, CWST-related activation in the left dorsolateral prefrontal cortex (DLPFC) was reduced after a bout of hypoxic exercise. There was statistically significant association between decreased CWST performance and activation in the left DLPFC. These results suggest that moderate exercise under normobaric hypoxic conditions has negative effects on executive function by reducing task-related activations in the DLPFC.
Subject(s)
Executive Function/physiology , Exercise/physiology , Hypoxia/physiopathology , Prefrontal Cortex/physiopathology , Adult , Female , Humans , Male , Spectroscopy, Near-Infrared/methods , Stroop Test , Young AdultABSTRACT
Previous studies have shown that higher aerobic fitness is related to higher cognitive function and higher task-related prefrontal activation in older adults. However, a holistic picture of these factors has yet to be presented. As a typical age-related change of brain activation, less lateralized activity in the prefrontal cortex during cognitive tasks has been observed in various neuroimaging studies. Thus, this study aimed to reveal the relationship between aerobic fitness, cognitive function, and frontal lateralization. Sixty male older adults each performed a submaximal incremental exercise test to determine their oxygen intake (V·O2) at ventilatory threshold (VT) in order to index their aerobic fitness. They performed a color-word Stroop task while prefrontal activation was monitored using functional near infrared spectroscopy. As an index of cognitive function, Stroop interference time was analyzed. Partial correlation analyses revealed significant correlations among higher VT, shorter Stroop interference time and greater left-lateralized dorsolateral prefrontal cortex (DLPFC) activation when adjusting for education. Moreover, mediation analyses showed that left-lateralized DLPFC activation significantly mediated the association between VT and Stroop interference time. These results suggest that higher aerobic fitness is associated with cognitive function via lateralized frontal activation in older adults.
Subject(s)
Cognition/physiology , Functional Laterality/physiology , Physical Fitness/physiology , Prefrontal Cortex/physiology , Aged , Exercise Test , Humans , Male , Reaction Time/physiology , Spectroscopy, Near-Infrared , Stroop TestABSTRACT
Multichannel near-infrared spectroscopy (NIRS) is a functional neuroimaging modality that enables easy-to-use and noninvasive measurement of changes in blood oxygenation levels. We developed a clinically-applicable method for estimating resting state functional connectivity (RSFC) with NIRS using a partial correlation analysis to reduce the influence of extraneural components. Using a multi-distance probe arrangement NIRS, we measured resting state brain activity for 8min in 17 healthy participants. Independent component analysis was used to extract shallow and deep signals from the original NIRS data. Pearson's correlation calculated from original signals was significantly higher than that calculated from deep signals, while partial correlation calculated from original signals was comparable to that calculated from deep (cerebral-tissue) signals alone. To further test the validity of our method, we also measured 8min of resting state brain activity using a whole-head NIRS arrangement consisting of 17 cortical regions in 80 healthy participants. Significant RSFC between neighboring, interhemispheric homologous, and some distant ipsilateral brain region pairs was revealed. Additionally, females exhibited higher RSFC between interhemispheric occipital region-pairs, in addition to higher connectivity between some ipsilateral pairs in the left hemisphere, when compared to males. The combined results of the two component experiments indicate that partial correlation analysis is effective in reducing the influence of extracerebral signals, and that NIRS is able to detect well-described resting state networks and sex-related differences in RSFC.
Subject(s)
Cerebral Cortex/physiology , Connectome/methods , Spectroscopy, Near-Infrared/methods , Adult , Cerebral Cortex/diagnostic imaging , Female , Humans , Male , Sex FactorsABSTRACT
The perception of taste and flavor can be greatly biased by extrinsic cues, or the information about a food that comes from outside of the food itself, such as package designs, brands, prices, and so on. In order to understand taste/flavor experiences in a broader context, it is necessary to consider factors other than the food/tastants themselves. This review aims to summarize some of the relevant findings from psychological and neuroimaging studies, focusing on depicting how extrinsic cues exert their effect on taste and flavor. Currently, the most frequently considered psychological mediator for the effects of extrinsic cues is expectation. Depending on the gap between expectation and taste/flavor experience, four major models predict outcomes of expectation effects: (1) assimilation, (2) generalized-negativity, (3) contrast, and (4) assimilation-contrast. Among them, the most influential is the assimilation model proposing that taste/flavor experiences are modified toward what one expects. Thus far, all the neuroimaging studies examining the influence of extrinsic cues have dealt with assimilation effects. They suggest that when extrinsic cues influence taste/flavor perception, cortical representations of taste/flavor are also modulated. Collectively neuroimaging findings partly answer questions arising from psychological aspects: the influence of extrinsic cues is not due to superficial response bias but to truly changed perception. These findings, albeit limited to assimilation effects, suggest that combined understanding from both psychological and neuroimaging studies would help deepen our understanding of the taste experience.
Subject(s)
Brain/physiology , Taste Perception , Animals , Cues , Flavoring Agents/metabolism , Humans , Memory , NeuroimagingABSTRACT
Previous neuroimaging studies in adults have revealed that first and second languages (L1/L2) share similar neural substrates, and that proficiency is a major determinant of the neural organization of L2 in the lexical-semantic and syntactic domains. However, little is known about neural substrates of children in the phonological domain, or about sex differences. Here, we conducted a large-scale study (n = 484) of school-aged children using functional near-infrared spectroscopy and a word repetition task, which requires a great extent of phonological processing. We investigated cortical activation during word processing, emphasizing sex differences, to clarify similarities and differences between L1 and L2, and proficiency-related differences during early L2 learning. L1 and L2 shared similar neural substrates with decreased activation in L2 compared to L1 in the posterior superior/middle temporal and angular/supramarginal gyri for both sexes. Significant sex differences were found in cortical activation within language areas during high-frequency word but not during low-frequency word processing. During high-frequency word processing, widely distributed areas including the angular/supramarginal gyri were activated in boys, while more restricted areas, excluding the angular/supramarginal gyri were activated in girls. Significant sex differences were also found in L2 proficiency-related activation: activation significantly increased with proficiency in boys, whereas no proficiency-related differences were found in girls. Importantly, cortical sex differences emerged with proficiency. Based on previous research, the present results indicate that sex differences are acquired or enlarged during language development through different cognitive strategies between sexes, possibly reflecting their different memory functions.
Subject(s)
Multilingualism , Aging/physiology , Algorithms , Cerebral Cortex/growth & development , Cerebral Cortex/physiology , Child , Female , Functional Laterality/physiology , Humans , Language Tests , Male , Memory/physiology , Neuroimaging , Psychomotor Performance/physiology , Sex Characteristics , Spectroscopy, Near-InfraredABSTRACT
Functional near-infrared spectroscopy (fNIRS) has now become widely accepted as a common functional imaging modality. In order for fNIRS to achieve genuine neuroimaging citizenship, it would ideally be equipped with functional and structural image analyses. However, fNIRS measures cortical activities from the head surface without anatomical information of the object being measured. In this review article, we will present a methodological overview of spatial registration of fNIRS data to overcome this technical drawback of fNIRS. We first introduce and explore the use of standard stereotaxic space and anatomical labeling. Second, we explain different ways of describing scalp landmarks using 10-20 based systems. Third, we describe the simplest case of fNIRS data co-registration to a subject's own MRI. Fourth, we extend the concept to fNIRS data registration of group data. Fifth, we describe probabilistic registration methods, which use a reference-MRI database instead of a subject's own MRIs, and thus enable MRI-free registration for standalone fNIRS data. Sixth, we further extend the concept of probabilistic registration to three-dimensional image reconstruction in diffuse optical tomography. Seventh, we describe a 3D-digitizer-free method for the virtual registration of fNIRS data. Eighth, we provide practical guidance on how these techniques are implemented in software. Finally, we provide information on current resources and limitations for spatial registration of child and infant data. Through these technical descriptions, we stress the importance of presenting fNIRS data on a common platform to facilitate both intra- and inter-modal data sharing among the neuroimaging community.
Subject(s)
Functional Neuroimaging/methods , Spectroscopy, Near-Infrared/methods , Adult , Algorithms , Child , Child, Preschool , Functional Neuroimaging/instrumentation , Humans , Image Processing, Computer-Assisted , Imaging, Three-Dimensional , Infant , Infant, Newborn , Magnetic Resonance Imaging , Scalp/anatomy & histology , Software , Spectroscopy, Near-Infrared/instrumentation , Stereotaxic TechniquesABSTRACT
Despite the practical implication of mild exercise, little is known about its influence on executive function and its neural substrates. To address these issues, the present study examined the effect of an acute bout of mild exercise on executive function and attempted to identify potential neural substrates using non-invasive functional near-infrared spectroscopy (fNIRS). Twenty-five young individuals performed a color-word matching Stroop task (CWST) and a two-dimensional scale to measure changes of psychological mood states both before and after a 10-minute exercise session on a cycle ergometer at light intensity (30% v(·)o2peak) and, for the control session, without exercise. Cortical hemodynamic changes in the prefrontal area were monitored with fNIRS during the CWST in both sessions. The acute bout of mild exercise led to improved Stroop performance, which was positively correlated with increased arousal levels. It also evoked cortical activations regarding Stroop interference on the left dorsolateral prefrontal cortex and frontopolar area. These activations significantly corresponded with both improved cognitive performance and increased arousal levels. Concurrently, this study provides empirical evidence that an acute bout of mild exercise improves executive function mediated by the exercise-induced arousal system, which intensifies cortical activation in task-related prefrontal sub-regions.
Subject(s)
Executive Function/physiology , Exercise/psychology , Prefrontal Cortex/physiology , Adult , Arousal , Brain/physiology , Humans , Male , Spectroscopy, Near-Infrared , Stroop Test , Young AdultABSTRACT
Functional near-infrared spectroscopy (fNIRS) is a neuroimaging technique for the noninvasive monitoring of human brain activation states utilizing the coupling between neural activity and regional cerebral hemodynamics. Illuminators and detectors, together constituting optodes, are placed on the scalp, but due to the presence of head tissues, an inter-optode distance of more than 2.5cm is necessary to detect cortical signals. Although direct cortical monitoring with fNIRS has been pursued, a high-resolution visualization of hemodynamic changes associated with sensory, motor and cognitive neural responses directly from the cortical surface has yet to be realized. To acquire robust information on the hemodynamics of the cortex, devoid of signal complications in transcranial measurement, we devised a functional near-infrared cortical imaging (fNCI) technique. Here we demonstrate the first direct functional measurement of temporal and spatial patterns of cortical hemodynamics using the fNCI technique. For fNCI, inter-optode distance was set at 5mm, and light leakage from illuminators was prevented by a special optode holder made of a light-shielding rubber sheet. fNCI successfully detected the somatotopy of pig nostril sensation, as assessed in comparison with concurrent and sequential somatosensory-evoked potential (SEP) measurements on the same stimulation sites. Accordingly, the fNCI system realized a direct cortical hemodynamic measurement with a spatial resolution comparable to that of SEP mapping on the rostral region of the pig brain. This study provides an important initial step toward realizing functional cortical hemodynamic monitoring during neurosurgery of human brains.
Subject(s)
Brain Mapping/methods , Cerebral Cortex/anatomy & histology , Cerebral Cortex/blood supply , Cerebrovascular Circulation/physiology , Nasal Cavity/anatomy & histology , Neuroimaging/methods , Spectroscopy, Near-Infrared/methods , Algorithms , Animals , Cerebral Cortex/physiology , Data Interpretation, Statistical , Electric Stimulation , Electromyography , Evoked Potentials, Somatosensory/physiology , Hemoglobins/metabolism , Male , Nasal Cavity/physiology , Oxyhemoglobins/metabolism , Somatosensory Cortex/physiology , SwineABSTRACT
Significance: The advancement of multichannel functional near-infrared spectroscopy (fNIRS) has enabled measurements across a wide range of brain regions. This increase in multiplicity necessitates the control of family-wise errors in statistical hypothesis testing. To address this issue, the effective multiplicity ( M eff ) method designed for channel-wise analysis, which considers the correlation between fNIRS channels, was developed. However, this method loses reliability when the sample size is smaller than the number of channels, leading to a rank deficiency in the eigenvalues of the correlation matrix and hindering the accuracy of M eff calculations. Aim: We aimed to reevaluate the effectiveness of the M eff method for fNIRS data with a small sample size. Approach: In experiment 1, we used resampling simulations to explore the relationship between sample size and M eff values. Based on these results, experiment 2 employed a typical exponential model to investigate whether valid M eff could be predicted from a small sample size. Results: Experiment 1 revealed that the M eff values were underestimated when the sample size was smaller than the number of channels. However, an exponential pattern was observed. Subsequently, in experiment 2, we found that valid M eff values can be derived from sample sizes of 30 to 40 in datasets with 44 and 52 channels using a typical exponential model. Conclusions: The findings from these two experiments indicate the potential for the effective application of M eff correction in fNIRS studies with sample sizes smaller than the number of channels.
ABSTRACT
Introduction: There is a continuous consumer demand for ever superior cosmetic products. In marketing, various forms of sensory evaluation are used to measure the consumer experience and provide data with which to improve cosmetics. Nonetheless, potential downsides of existing approaches have led to the exploration of the use of neuroimaging methods, such as functional near-infrared spectroscopy (fNIRS), to provide addition information about consumers' experiences with cosmetics. The aim of the present study was to investigate the feasibility of a real-time brain-based product evaluation method which detects the incongruency between a product, in this case lipstick, and a consumer's expectations. Method: Thirty healthy, female, habitual lipstick users were asked to apply six different lipsticks varying in softness and to rate the softness of and their willingness to pay (WTP) for each lipstick. Cerebral hemodynamic responses in frontal areas were measured with fNIRS during lipstick application and analyzed using the general linear model (GLM). Incongruency scores between softness and expectation were calculated in order to understand how far removed each lipstick was from a participant's optimal softness preference. The correlation between brain activation (beta scores) during the application of each lipstick and the respective incongruency scores from each participant were acquired using semi-partial correlation analysis, controlling for the effects of WTP. Results: We revealed a significant intra-subject correlation between incongruency scores and activation in the right inferior frontal gyrus (IFG). This confirms that as the texture incongruency scores increased for the lipstick samples, activation in each individual's right IFG also increased. Conclusion: The correlation observed between incongruency perceived by participants and activation of the right IFG not only suggests that the right IFG may play an important role in detecting incongruity when there is a discrepancy between the perceived texture and the consumer's expectations but also that measuring activity in the IFG may provide a new objective measurement of the consumer experience, thus contributing to the development of superior cosmetics.
ABSTRACT
A fundamental question with regard to perceptual development is how multisensory information is processed in the brain during the early stages of development. Although a growing body of evidence has shown the early emergence of modality-specific functional differentiation of the cortical regions, the interplay between sensory inputs from different modalities in the developing brain is not well understood. To study the effects of auditory input during audio-visual processing in 3-month-old infants, we evaluated the spatiotemporal cortical hemodynamic responses of 50 infants while they perceived visual objects with or without accompanying sounds. The responses were measured using 94-channel near-infrared spectroscopy over the occipital, temporal, and frontal cortices. The effects of sound manipulation were pervasive throughout the diverse cortical regions and were specific to each cortical region. Visual stimuli co-occurring with sound induced the early-onset activation of the early auditory region, followed by activation of the other regions. Removal of the sound stimulus resulted in focal deactivation in the auditory regions and reduced activation in the early visual region, the association region of the temporal and parietal cortices, and the anterior prefrontal regions, suggesting multisensory interplay. In contrast, equivalent activations were observed in the lateral occipital and lateral prefrontal regions, regardless of sound manipulation. Our findings indicate that auditory input did not generally enhance overall activation in relation to visual perception, but rather induced specific changes in each cortical region. The present study implies that 3-month-old infants may perceive audio-visual multisensory inputs by using the global network of functionally differentiated cortical regions.
Subject(s)
Auditory Pathways/physiology , Auditory Perception/physiology , Brain Mapping , Cerebral Cortex/physiology , Visual Perception/physiology , Acoustic Stimulation , Cerebral Cortex/anatomy & histology , Female , Humans , Infant , Male , Oxyhemoglobins/metabolism , Photic Stimulation , Sound , Spectroscopy, Near-Infrared , Time Factors , WakefulnessABSTRACT
Several studies have reported that experts outperform novices in specific domains. However, the superiority of experts in accuracy, taking both trueness and precision into consideration, has not yet been explored. Here, we examined differences between expert and novice performances by evaluating the accuracy of their estimations of physical concentrations of sodium chloride in solutions while employing a visual analog scale. In Experiment 1, 14 experts and 13 novices tasted 6 concentrations of the solutions until they had learned their intensities. Subsequently, they repeatedly rated the concentration of 3 other solutions in random order. Although we did not find a difference between the performances of the 2 groups in trueness (difference between rating and correct concentration), the precision (consistency of ratings for each participant) of experts was higher than that of novices. In Experiment 2, 13 experts who had participated in Experiment 1 and 10 experts and 12 novices who had not participated in Experiment 1 rated the salt concentration in sodium chloride/sucrose mixtures in the same way as in Experiment 1. Both trueness and precision of performance were higher in both expert groups than in the novice group. By introducing precision and trueness parameters, we succeeded in quantifying the estimations of experts and novices in rating the concentration of solutions, revealing experts' superiority even for a task they had not been trained for.
Subject(s)
Sodium Chloride/chemistry , Adult , Female , Humans , Male , Middle Aged , Recognition, Psychology , Sodium Chloride/pharmacology , Taste Threshold/drug effectsABSTRACT
Introduction: In recent years, experiential consumption, which refers to purchases involving hedonic experiences, has been gathering attention in marketing research. Experiential consumption is closely related to cognitive biases, and among them, we focus on the IKEA effect, which is a cognitive bias in which the maximum willingness to pay (WTP) for a product is high because the experience of assembling the product is highly valued. Since no studies have examined the neural mechanism behind the IKEA effect, here we present the first study exploring the neural substrates of the IKEA effect using functional near-infrared spectroscopy (fNIRS). During the WTP evaluation, we expect the attachment to and memory retrieval of DIY products to be the cognitive mechanism for the IKEA effect. Methods: Thirty healthy students, of which 24 were confirmed to have undergone the IKEA effect, were asked to perform a WTP evaluation task after assembling three types of do-it-yourself (DIY) products and handling three types of Non-DIY products. Their cerebral hemodynamic responses during the evaluation were measured using fNIRS. In order to adjust for temporal variability of cortical responses among participants, a personalized adaptive general linear model (GLM) analysis was adopted. Then, one-sample t-tests were performed for each DIY and Non-DIY condition for the obtained ß values, and a paired t-test was performed between DIY and Non-DIY conditions. Results: We identified brain regions, including the left-inferior frontal gyrus (L-IFG) and left-middle frontal gyrus (L-MFG), which were probably related to cognitive processing related to the IKEA effect. Among them, the L-MFG exhibited more activation during the DIY condition than during the Non-DIY condition. Conclusion: To our knowledge, the current study is the first to reveal the neural basis of the IKEA effect. The cortical activation during evaluation of WTP for DIY and Non-DIY products exhibited marked differences. In addition to the R-IFG activation often reported for WTP evaluations, we revealed that other regions, in particular the L-IFG and L-MFG, were activated during the DIY condition. These areas are considered to be related to memory and attachment, which would serve as reasonable cognitive constituents for the IKEA effect. In conclusion, this study suggests that the value of experiential consumption can be assessed using fNIRS-based neuroimaging and provides a novel approach to consumer neuroergonomics. It is predicted that visualization the value of experiential consumption will create marketing opportunities for more and more companies and the visualization will become an indispensable method in the future.
ABSTRACT
Introduction: In neuromarketing, a recently developing, inter-disciplinary field combining neuroscience and marketing, neurophysiological responses have been applied to understand consumers' behaviors. While many studies have focused on explicit attitudes, few have targeted implicit aspects. To explore the possibility of measuring implicit desire for a product, we focused on functional impulsivity related to obtaining a product as a reward and devised a product-rewarded traffic light task (PRTLT). The PRTLT requires participants to take risks under time pressure in order for them to maximize rewards in the form of commercial products, with the brand of products being an independent variable. Thus, we explored the feasibility of applying a PRTLT in a neuromarketing context to implicitly differentiate between the perceived value of products and supported our data with neurophysiological evidence obtained using fNIRS to concurrently monitor cortical activation. Methods: Thirty healthy students were asked to perform the PRTLT. We compared participants' functional impulsivity toward two different chocolate products that had obviously different values. Along with their behavioral responses, participants' cerebral hemodynamic responses during the PRTLT were measured using fNIRS covering the lateral prefrontal cortices and the neighboring regions. We conducted adaptive general linear model (GLM) analysis for hemodynamic responses. First, we identified the regions involved in the PRTLT. Second, we compared activation patterns between expensive and inexpensive conditions. Results: Behavioral analysis confirmed that the expensive condition trended toward producing a higher PRTLT score than did the inexpensive condition. fNIRS neuroimaging analysis showed task-derived activation in the bilateral dorsolateral prefrontal cortex (DLPFC) and frontopolar cortex (FPC). Moreover, we found significant differences between expensive and inexpensive conditions in the cortical activations in the FPC and the left-DLPFC. Conclusion: These results imply that the two products evoked different functional impulsivity, and the hemodynamic responses reflect that. Thus, we concluded that it is possible to observe differences in demand for products using a PRTLT that evokes functional impulsivity. The current study presents a new possibility in neuromarketing research of observing differences between consumers' covert attitudes toward commercially available products, possibly providing a neural basis related to hidden needs for some products.
ABSTRACT
Introduction: Humans mainly utilize visual and auditory information as a cue to infer others' emotions. Previous neuroimaging studies have shown the neural basis of memory processing based on facial expression, but few studies have examined it based on vocal cues. Thus, we aimed to investigate brain regions associated with emotional judgment based on vocal cues using an N-back task paradigm. Methods: Thirty participants performed N-back tasks requiring them to judge emotion or gender from voices that contained both emotion and gender information. During these tasks, cerebral hemodynamic response was measured using functional near-infrared spectroscopy (fNIRS). Results: The results revealed that during the Emotion 2-back task there was significant activation in the frontal area, including the right precentral and inferior frontal gyri, possibly reflecting the function of an attentional network with auditory top-down processing. In addition, there was significant activation in the ventrolateral prefrontal cortex, which is known to be a major part of the working memory center. Discussion: These results suggest that, compared to judging the gender of voice stimuli, when judging emotional information, attention is directed more deeply and demands for higher-order cognition, including working memory, are greater. We have revealed for the first time the specific neural basis for emotional judgments based on vocal cues compared to that for gender judgments based on vocal cues.
ABSTRACT
We describe the validation of an anatomical brain atlas approach to the analysis of diffuse optical tomography (DOT). Using MRI data from 32 subjects, we compare the diffuse optical images of simulated cortical activation reconstructed using a registered atlas with those obtained using a subject's true anatomy. The error in localization of the simulated cortical activations when using a registered atlas is due to a combination of imperfect registration, anatomical differences between atlas and subject anatomies and the localization error associated with diffuse optical image reconstruction. When using a subject-specific MRI, any localization error is due to diffuse optical image reconstruction only. In this study we determine that using a registered anatomical brain atlas results in an average localization error of approximately 18 mm in Euclidean space. The corresponding error when the subject's own MRI is employed is 9.1 mm. In general, the cost of using atlas-guided DOT in place of subject-specific MRI-guided DOT is a doubling of the localization error. Our results show that despite this increase in error, reasonable anatomical localization is achievable even in cases where the subject-specific anatomy is unavailable.