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Neural similarity at temporal lobe and cerebellum predicts out-of-sample preference and recall for video stimuli

By Hang-Yee Chan, A. Smidts, V.C. Schoots, R.C. Dietvorst and M.A.S. Boksem

Abstract

The extent to which brains respond similarly to a specific stimulus, across a small group of individuals, has been previously found to predict out-of-sample aggregate preference for that stimulus. However, the location in the brain where neural similarity predicts out-of-sample preference remains unclear. In this article, we attempt to identify the neural substrates in three functional magnetic resonance imaging (fMRI) studies. Two fMRI studies (N = 40 and 20), using previously broadcasted TV commercials, show that spatiotemporal neural similarity at temporal lobe and cerebellum predict out-of-sample preference and recall. A follow-up fMRI study (N = 28) with previously unseen movie-trailers replicated the predictive effect of neural similarity. Moreover, neural similarity provided unique information on out-of-sample preference above and beyond in-sample preference. Overall, the findings suggest that neural similarity at temporal lobe and cerebellum – traditionally associated with sensory integration and emotional processing – may reflect the level of engagement with video stimuli

Year: 2019
DOI identifier: 10.1016/j.neuroimage.2019.04.076
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Provided by: NARCIS
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