Neurophysiological Responses to Different Product Experiences

It is well known that the evaluation of a product from the shelf considers the simultaneous cerebral and emotional evaluation of the different qualities of the product such as its colour, the eventual images shown, and the envelope’s texture (hereafter all included in the term “product experience”). However, the measurement of cerebral and emotional reactions during the interaction with food products has not been investigated in depth in specialized literature. (e aim of this paper was to investigate such reactions by the EEG and the autonomic activities, as elicited by the cross-sensory interaction (sight and touch) across several different products. In addition, we investigated whether (i) the brand (Major Brand or Private Label), (ii) the familiarity (Foreign or Local Brand), and (iii) the hedonic value of products (Comfort Food or Daily Food) influenced the reaction of a group of volunteers during their interaction with the products. Results showed statistically significantly higher tendency of cerebral approach (as indexed by EEG frontal alpha asymmetry) in response to comfort food during the visual exploration and the visual and tactile exploration phases. Furthermore, for the same index, a higher tendency of approach has been found toward foreign food products in comparison with local food products during the visual and tactile exploration phase. Finally, the same comparison performed on a different index (EEG frontal theta) showed higher mental effort during the interaction with foreign products during the visual exploration and the visual and tactile exploration phases. Results from the present study could deepen the knowledge on the neurophysiological response to food products characterized by different nature in terms of hedonic value familiarity; moreover, they could have implications for food marketers and finally lead to further study on how people make food choices through the interactions with their commercial envelope

Neurophysiological responses to different product experiences

15noopenIt is well known that the evaluation of a product from the shelf considers the simultaneous cerebral and emotional evaluation of the different qualities of the product such as its colour, the eventual images shown, and the envelope's texture (hereafter all included in the term “product experience”). However, the measurement of cerebral and emotional reactions during the interaction with food products has not been investigated in depth in specialized literature. The aim of this paper was to investigate such reactions by the EEG and the autonomic activities, as elicited by the cross-sensory interaction (sight and touch) across several different products. In addition, we investigated whether (i) the brand (Major Brand or Private Label), (ii) the familiarity (Foreign or Local Brand), and (iii) the hedonic value of products (Comfort Food or Daily Food) influenced the reaction of a group of volunteers during their interaction with the products. Results showed statistically significantly higher tendency of cerebral approach (as indexed by EEG frontal alpha asymmetry) in response to comfort food during the visual exploration and the visual and tactile exploration phases. Furthermore, for the same index, a higher tendency of approach has been found toward foreign food products in comparison with local food products during the visual and tactile exploration phase. Finally, the same comparison performed on a different index (EEG frontal theta) showed higher mental effort during the interaction with foreign products during the visual exploration and the visual and tactile exploration phases. Results from the present study could deepen the knowledge on the neurophysiological response to food products characterized by different nature in terms of hedonic value familiarity; moreover, they could have implications for food marketers and finally lead to further study on how people make food choices through the interactions with their commercial envelope.openModica E.; Cartocci G.; Rossi D.; Martinez Levy A.C.; Cherubino P.; Maglione A.G.; Di Flumeri G.; Mancini M.; Montanari M.; Perrotta D.; Di Feo P.; Vozzi A.; Ronca V.; Arico P.; Babiloni F.Modica, E.; Cartocci, G.; Rossi, D.; Martinez Levy, A. C.; Cherubino, P.; Maglione, A. G.; Di Flumeri, G.; Mancini, M.; Montanari, M.; Perrotta, D.; Di Feo, P.; Vozzi, A.; Ronca, V.; Arico, P.; Babiloni, F

Neurophysiological Assessment of Affective Experience

In the field of Affective Computing the affective experience (AX) of the user during the interaction with computers is of great interest. The automatic recognition of the affective state, or emotion, of the user is one of the big challenges. In this proposal I focus on the affect recognition via physiological and neurophysiological signals. Long‐standing evidence from psychophysiological research and more recently from research in affective neuroscience suggests that both, body and brain physiology, are able to indicate the current affective state of a subject. However, regarding the classification of AX several questions are still unanswered. The principal possibility of AX classification was repeatedly shown, but its generalisation over different task contexts, elicitating stimuli modalities, subjects or time is seldom addressed. In this proposal I will discuss a possible agenda for the further exploration of physiological and neurophysiological correlates of AX over different elicitation modalities and task contexts

Musical Worlds and the Extended Mind

“4E” approaches in cognitive science see mind as embodied, embedded, enacted, and extended. They observe that we routinely “offload” part of our thinking onto body and world. Recently, 4E theorists have turned to music cognition: from work on music perception and musical emotions, to improvisation and music education. I continue this trend. I argue that music — like other tools and technologies — is a beyond-the-head resource that affords offloading. And via this offloading, music can (at least potentially) scaffold various forms of thought, experience, and behavior. To develop this idea, I consider the “material” and “worldmaking” character of music, and I apply these considerations to two cases studies: music as a tool for religious worship, and music as a weapon for torture

The Complementary Brain: From Brain Dynamics To Conscious Experiences

How do our brains so effectively achieve adaptive behavior in a changing world? Evidence is reviewed that brains are organized into parallel processing streams with complementary properties. Hierarchical interactions within each stream and parallel interactions between streams create coherent behavioral representations that overcome the complementary deficiencies of each stream and support unitary conscious experiences. This perspective suggests how brain design reflects the organization of the physical world with which brains interact, and suggests an alternative to the computer metaphor suggesting that brains are organized into independent modules. Examples from perception, learning, cognition, and action are described, and theoretical concepts and mechanisms by which complementarity is accomplished are summarized.Defense Advanced Research Projects and the Office of Naval Research (N00014-95-1-0409); National Science Foundation (ITI-97-20333); Office of Naval Research (N00014-95-1-0657

The Complementary Brain: A Unifying View of Brain Specialization and Modularity

Defense Advanced Research Projects Agency and Office of Naval Research (N00014-95-I-0409); National Science Foundation (ITI-97-20333); Office of Naval Research (N00014-95-I-0657

Wine tasting: a neurophysiological measure of taste and olfaction interaction in the experience

In the last years have been provided evidences of sensory–sensory connectivity and influences of one modality over primary sensory cortex of another, a phenomena called crossmodality. Typically, for the wine tasting, sommeliers in addition to the use of the gustation, by the introduction of the wine into the mouth, employ the stimulation of the olfactory system both through a direct olfactory stimulation (by the nose) and a retro-nasal pathway (inhaling air while swirling the wine around in the mouth). Aim of the present study was to investigate the reaction to the wine gustation with and without the direct olfactory contribution, through an electroencephalographic index of approach or withdrawal (AW) motivation, and an autonomic index (Emotional Index – EI), deriving from the matching of heart rate and galvanic skin response activity and considered an indicator of emotional involvement. Results showed a statistically significant increase of the EI values in correspondence of wine tasting with the olfactory component (p<0.01) in comparison to the tasting without the direct olfactory contribution, and a trend of greater approach attitude was reported for the same condition. Data suggest an interaction of the two sensory modalities influencing the emotional and the cognitive aspects of wine tasting experience in a non-expert sampl