Research: a personal approach

Fundamental Psychology •Individual Cognition, Motivation and Emotion •Cognitive bio-social approaches to human and animal life Applied Psychology •Health Psychology; Psychology in physical medicine •Customer Psychology; Psychology of product developmen

Scientific requirements for an engineered model of consciousness

The building of a non-natural conscious system requires more than the design of physical or virtual machines with intuitively conceived abilities, philosophically elucidated architecture or hardware homologous to an animal’s brain. Human society might one day treat a type of robot or computing system as an artificial person. Yet that would not answer scientific questions about the machine’s consciousness or otherwise. Indeed, empirical tests for consciousness are impossible because no such entity is denoted within the theoretical structure of the science of mind, i.e. psychology. However, contemporary experimental psychology can identify if a specific mental process is conscious in particular circumstances, by theory-based interpretation of the overt performance of human beings. Thus, if we are to build a conscious machine, the artificial systems must be used as a test-bed for theory developed from the existing science that distinguishes conscious from non-conscious causation in natural systems. Only such a rich and realistic account of hypothetical processes accounting for observed input/output relationships can establish whether or not an engineered system is a model of consciousness. It follows that any research project on machine consciousness needs a programme of psychological experiments on the demonstration systems and that the programme should be designed to deliver a fully detailed scientific theory of the type of artificial mind being developed – a Psychology of that Machine

Configuring of extero- and interoceptive senses in actions on food

This paper reviews all the published evidence on the theory that the act of selecting a piece of food or drink structurally coordinates quantitative information across several sensory modalities. The existing data show that the momentary disposition to consume the item is strengthened or weakened by learnt configurations of stimuli perceived through both exteroceptive and interoceptive senses. The observed configural structure of performance shows that the multimodal stimuli are interacting perceptually, rather than merely combining quantities of information from the senses into the observed response

Mind-reading versus neuromarketing: how does a product make an impact on the consumer?

Purpose – This research study aims to illustrate the mapping of each consumer’s mental processes in a market-relevant context. This paper shows how such maps deliver operational insights that cannot be gained by physical methods such as brain imaging. Design/methodology/approach – A marketed conceptual attribute and a sensed material characteristic of a popular product were varied across presentations in a common use. The relative acceptability of each proposition was rated together with analytical descriptors. The mental interaction that determined each consumer’s preferences was calculated from the individual’s performance at discriminating each viewed sample from a personal norm. These personal cognitive characteristics were aggregated into maps of demand in the market for subpanels who bought these for the senses or for the attribute. Findings – Each of 18 hypothesized mental processes dominated acceptance in at least a few individuals among both sensory and conceptual purchasers. Consumers using their own descriptive vocabulary processed the factors in appeal of the product more centrally. The sensory and conceptual factors tested were most often processed separately, but a minority of consumers treated them as identical. The personal ideal points used in the integration of information showed that consumers wished for extremes of the marketed concept that are technologically challenging or even impossible. None of this evidence could be obtained from brain imaging, casting in question its usefulness in marketing. Research limitations/implications – Panel mapping of multiple discriminations from a personal norm fills three major gaps in consumer marketing research. First, preference scores are related to major influences on choices and their cognitive interactions in the mind. Second, the calculations are completed on the individual’s data and the cognitive parameters of each consumer’s behavior are aggregated – never the raw scores. Third, discrimination scaling puts marketed symbolic attributes and sensed material characteristics on the same footing, hence measuring their causal interactions for the first time. Practical implications – Neuromarketing is an unworkable proposition because brain imaging does not distinguish qualitative differences in behavior. Preference tests are operationally effective when designed and analyzed to relate behavioral scores to major influences from market concepts and sensory qualities in interaction. The particular interactions measured in the reported study relate to the major market for healthy eating. Originality/value – This is the first study to measure mental interactions among determinants of preference, as well as including both a marketed concept and a sensed characteristic. Such an approach could be of great value to consumer marketing, both defensively and creatively

Measuring sensory and marketing influences on consumers' choices among food and beverage product brands

Advance in food science depends on measuring the factors in human perception that influence eaters' activities with branded products. Assessed samples must include at least two levels of a sensed material characteristic (e.g. sucrose) or conceptual marketing attribute (e.g. “low fat”), minimally confounded by other features. Each feature needs to be measured for its effect on the individual's objective achievement of choosing among the samples for a familiar context of use. These influences interact, consciously and unconsciously. This theory of how a mind works has generated a wide range of scientifically illuminating and commercially practical examples, illustrated in this review

How did that individual make that perceptual decision?

Suboptimality of decision making needs no explanation. High level accounts of suboptimality in diverse tasks cannot add up to a mechanistic theory of perceptual decision making. Mental processes operate on the contents of information brought by the experimenter and the participant to the task, not on the amount of information in the stimuli without regard to physical and social context

Chemosensory influences on eating and drinking, and their cognitive mediation

Contents (headings of main sections of the Chapter). \ud Introduction. \ud Excitation and Inhibition of Ingestion by Level of Sweetness. \ud Learnt Preferences for Levels of Sweetness. \ud The Learnt Peak of Preference for Level of Sweetener. \ud The Peak of Learnt Facilitation by Any Sensory Factor. \ud Missing the [Ideal] Point. \ud Ingestive Appetite and Food Preference Responses. \ud Each Food Has a Different Taste. \ud Cognitive Mechanisms That Convert Sensing into Ingesting. \ud Gustatory Configurations in Ingestion. \ud Olfactory Configurations in Ingestion. \ud Flavour. \ud Long-term effects of taste on nutrition. \ud Conclusions. \ud References

Meals described as healthy or unhealthy match public health education in England

Dietary guidelines for the general public aim to lower the incidence of nutrition-related diseases by influencing habitual food choices. Yet little is known about how well the guidelines are matched by the actual practices that people regard as healthy or unhealthy. In the present study, British residents were asked in a cognitive interview to write a description of an occasion when either they ate in an unhealthy way or the eating was healthy. The reported foods and drinks, as well as sort of occasion, location, people present and time of day, were categorised by verbal and semantic similarities. The number of mentions of terms in each category was then contrasted between groups in exact probability tests. Perceived unhealthy and healthy eating occasions differed reliably in the sorts of foods and the contexts reported. There was also full agreement with the national guidelines on eating plenty of fruit and vegetables, eating small amounts of foods and drinks high in fat and/or sugar, drinking plenty of water, and cutting down on alcohol. There was a tendency to regard choices of bread, rice, potatoes, pasta and other starchy foods as healthy. Reported healthy and unhealthy eating did not differ in incidences of meat, fish, eggs, beans and other non-dairy sources of protein or of dairy foods and milk. These results indicate that operationally clear recommendations by health professionals are well understood in this culture but members of the public do not make clear distinctions in the case of foods that can be included in moderate amounts in a healthy diet