The brain's response to pleasant touch: an EEG investigation of tactile caressing

Somatosensation as a proximal sense can have a strong impact on our attitude toward physical objects and other human beings. However, relatively little is known about how hedonic valence of touch is processed at the cortical level. Here we investigated the electrophysiological correlates of affective tactile sensation during caressing of the right forearm with pleasant and unpleasant textile fabrics. We show dissociation between more physically driven differential brain responses to the different fabrics in early somatosensory cortex - the well-known mu-suppression (10-20 Hz) - and a beta-band response (25-30 Hz) in presumably higher-order somatosensory areas in the right hemisphere that correlated well with the subjective valence of tactile caressing. Importantly, when using single trial classification techniques, beta-power significantly distinguished between pleasant and unpleasant stimulation on a single trial basis with high accuracy. Our results therefore suggest a dissociation of the sensory and affective aspects of touch in the somatosensory system and may provide features that may be used for single trial decoding of affective mental states from simple electroencephalographic measurements

Recognizing decision-making using eye movement: A case study with children

[EN] The use of visual attention for evaluating consumer behavior has become a relevant field in recent years, allowing researchers to understand the decision-making processes beyond classical self-reports. In our research, we focused on using eye-tracking as a method to understand consumer preferences in children. Twenty-eight subjects with ages between 7 and 12 years participated in the experiment. Participants were involved in two consecutive phases. The initial phase consisted of the visualization of a set of stimuli for decision-making in an eight-position layout called Alternative Forced-choice. Then the subjects were asked to freely analyze the set of stimuli, they needed to choose the best in terms of preference. The sample was randomly divided into two groups balanced by gender. One group visualized a set of icons and the other a set of toys. The final phase was an independent assessment of each stimulus viewed in the initial phase in terms of liking/disliking using a 7-point Likert scale. Sixty-four stimuli were designed for each of the groups. The visual attention was measured using a non-obstructive eye-tracking device. The results revealed two novel insights. Firstly, the time of fixation during the last four visits to each stimulus before the decision-making instant allows us to recognize the icon or toy chosen from the eight alternatives with a 71.2 and 67.2% of accuracy, respectively. The result supports the use of visual attention measurements as an implicit tool to analyze decision-making and preferences in children. Secondly, eye movement and the choice of liking/disliking choice are influenced by stimuli design dimensions. The icon observation results revealed how gender samples have different fixation and different visit times which depend on stimuli design dimension. The toy observations results revealed how the materials determinate the largest amount fixations, also, the visit times were differentiated by gender. This research presents a relevant empirical data to understand the decision-making phenomenon by analyzing eye movement behavior. The presented method can be applied to recognize the choice likelihood between several alternatives. Finally, children's opinions represent an extra difficulty judgment to be determined, and the eye-tracking technique seen as an implicit measure to tackle it.The authors thank Design Deparment of Tecnologico de Monterrey and I3B - Universitat Politecnica de Valencia for their support in the development of this work.Rojas, J.; Marín-Morales, J.; Ausin Azofra, JM.; Contero, M. (2020). Recognizing decision-making using eye movement: A case study with children. Frontiers in Psychology. 11:1-11. https://doi.org/10.3389/fpsyg.2020.570470S11111Arkes, H. R., Gigerenzer, G., & Hertwig, R. (2016). 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The developing brain: From theory to neuroimaging and back. Developmental Cognitive Neuroscience, 1(2), 101-109. doi:10.1016/j.dcn.2010.12.001Djamasbi, S., Siegel, M., & Tullis, T. (2010). Generation Y, web design, and eye tracking. International Journal of Human-Computer Studies, 68(5), 307-323. doi:10.1016/j.ijhcs.2009.12.006Fantz, R. L. (1963). Pattern Vision in Newborn Infants. Science, 140(3564), 296-297. doi:10.1126/science.140.3564.296Fantz, R. L. (1964). Visual Experience in Infants: Decreased Attention to Familiar Patterns Relative to Novel Ones. Science, 146(3644), 668-670. doi:10.1126/science.146.3644.668Festila, A., & Chrysochou, P. (2018). Implicit communication of food product healthfulness through package design: A content analysis. Journal of Consumer Behaviour, 17(5), 461-476. doi:10.1002/cb.1732Glaholt, M. G., & Reingold, E. M. (2009). The time course of gaze bias in visual decision tasks. Visual Cognition, 17(8), 1228-1243. doi:10.1080/13506280802362962Glaholt, M. G., & Reingold, E. M. (2012). Direct control of fixation times in scene viewing: Evidence from analysis of the distribution of first fixation duration. Visual Cognition, 20(6), 605-626. doi:10.1080/13506285.2012.666295Glaholt, M. G., & Reingold, E. M. (2007). Predicting Preference From Fixations. PsycEXTRA Dataset. doi:10.1037/e527342012-455Green-Armytage, P. (2006). The value of knowledge for colour design. Color Research & Application, 31(4), 253-269. doi:10.1002/col.20222Grunert, K. G., Bredahl, L., & Brunsø, K. (2004). Consumer perception of meat quality and implications for product development in the meat sector—a review. Meat Science, 66(2), 259-272. doi:10.1016/s0309-1740(03)00130-xHelo, A., Pannasch, S., Sirri, L., & Rämä, P. (2014). The maturation of eye movement behavior: Scene viewing characteristics in children and adults. Vision Research, 103, 83-91. doi:10.1016/j.visres.2014.08.006Hertenstein, J. H., Platt, M. B., & Veryzer, R. W. (2013). What Is «Good Design»?: An Investigation of the Complexity and Structure of Design. Design Management Journal, 8(1), 8-21. doi:10.1111/dmj.12000Hsu, M. (2017). Neuromarketing: Inside the Mind of the Consumer. California Management Review, 59(4), 5-22. doi:10.1177/0008125617720208Hsu, M., & Yoon, C. (2015). The neuroscience of consumer choice. Current Opinion in Behavioral Sciences, 5, 116-121. doi:10.1016/j.cobeha.2015.09.005Hubert, M. (2010). Does neuroeconomics give new impetus to economic and consumer research? Journal of Economic Psychology, 31(5), 812-817. doi:10.1016/j.joep.2010.03.009Hubert, M., & Kenning, P. (2008). A current overview of consumer neuroscience. Journal of Consumer Behaviour, 7(4-5), 272-292. doi:10.1002/cb.251Hult, G. T. M., Sharma, P. N., Morgeson, F. V., & Zhang, Y. (2019). Antecedents and Consequences of Customer Satisfaction: Do They Differ Across Online and Offline Purchases? Journal of Retailing, 95(1), 10-23. doi:10.1016/j.jretai.2018.10.003Joško Brakus, J., Schmitt, B. H., & Zhang, S. (2014). Experiential product attributes and preferences for new products: The role of processing fluency. Journal of Business Research, 67(11), 2291-2298. doi:10.1016/j.jbusres.2014.06.017Kareklas, I., Brunel, F. F., & Coulter, R. A. (2014). Judgment is not color blind: The impact of automatic color preference on product and advertising preferences. Journal of Consumer Psychology, 24(1), 87-95. doi:10.1016/j.jcps.2013.09.005Karmarkar, U. R., & Plassmann, H. (2017). Consumer Neuroscience: Past, Present, and Future. Organizational Research Methods, 22(1), 174-195. doi:10.1177/1094428117730598Kuijpers, R. C. W. M., Otten, R., Vermulst, A. A., & Engels, R. C. M. E. (2014). Reliability and Construct Validity of a Child Self-Report Instrument. European Journal of Psychological Assessment, 30(1), 40-47. doi:10.1027/1015-5759/a000166Kwon, O. B., Kim, C.-R., & Lee, E. J. (2002). Impact of website information design factors on consumer ratings of web-based auction sites. Behaviour & Information Technology, 21(6), 387-402. doi:10.1080/0144929021000050256Laforet, S. (2011). Brand names on packaging and their impact on purchase preference. Journal of Consumer Behaviour, 10(1), 18-30. doi:10.1002/cb.343Lăzăroiu, G., Pera, A., Ștefănescu-Mihăilă, R. O., Mircică, N., & Negurită, O. (2017). Can Neuroscience Assist Us in Constructing Better Patterns of Economic Decision-Making? Frontiers in Behavioral Neuroscience, 11. doi:10.3389/fnbeh.2017.00188Liao, H.-I., Shimojo, S., & Yeh, S.-L. (2013). Happy faces are preferred regardless of familiarity—sad faces are preferred only when familiar. Emotion, 13(3), 391-396. doi:10.1037/a0030861Liao, H.-I., Yeh, S.-L., & Shimojo, S. (2011). Novelty vs. Familiarity Principles in Preference Decisions: Task-Context of Past Experience Matters. Frontiers in Psychology, 2. doi:10.3389/fpsyg.2011.00043Lieberman, M. D. (2007). 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The effect of gaze-contingent stimulus elimination on preference judgments. Frontiers in Psychology, 6. doi:10.3389/fpsyg.2015.01351OCHSNER, K., & GROSS, J. (2005). The cognitive control of emotion. Trends in Cognitive Sciences, 9(5), 242-249. doi:10.1016/j.tics.2005.03.010Pachur, T., Todd, P. M., Gigerenzer, G., Schooler, L. J., & Goldstein, D. G. (2011). The Recognition Heuristic: A Review of Theory and Tests. Frontiers in Psychology, 2. doi:10.3389/fpsyg.2011.00147Park, J., Shimojo, E., & Shimojo, S. (2010). Roles of familiarity and novelty in visual preference judgments are segregated across object categories. Proceedings of the National Academy of Sciences, 107(33), 14552-14555. doi:10.1073/pnas.1004374107Poels, K., & Dewitte, S. (2006). How to Capture the Heart? Reviewing 20 Years of Emotion Measurement in Advertising. Journal of Advertising Research, 46(1), 18-37. doi:10.2501/s0021849906060041Qu, Q.-X., & Guo, F. (2019). 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The neuropsychology of consumer behavior and marketing

Insights and tools from neuroscience are of great value to marketers. Neuroscientific techniques allow consumer researchers to understand the fundamental neural underpinnings of psychological processes that drive consumer behavior, and elucidate the “black box” that is the consumer’s mind. In the following review, we provide an overview of the fundamental tenets of consumer neuroscience, selectively outline key areas of marketing that consumer neuroscience has contributed to, compare and contrast neuroscientific tools and methods, and discuss future directions for neurophysiological work in marketing. In doing so, we illustrate the broad substantive landscape that neuroscience can add value to within marketing.Peer Reviewedhttps://deepblue.lib.umich.edu/bitstream/2027.42/141563/1/arcp1006.pdfhttps://deepblue.lib.umich.edu/bitstream/2027.42/141563/2/arcp1006_am.pd

Beyond self-report: a review of physiological and neuroscientific methods to investigate consumer behavior

The current paper investigates the value and application of a range of physiological and neuroscientific techniques in applied marketing research and consumer science, highlighting new insights from research in social psychology and neuroscience. We review measures of sweat secretion, heart rate, facial muscle activity, eye movements, and electrical brain activity, using techniques including skin conductance, pupillometry, eyetracking, and magnetic brain imaging. For each measure, after a brief explanation of the underlying technique, we illustrate concepts and mechanisms that the measure allows researchers in marketing and consumer science to investigate, with a focus on consumer attitudes and behavior. By providing reviews on recent research that applied these methods in consumer science and relevant related fields, we also highlight methodological and theoretical strengths and limitations, with an emphasis on ecological validity. We argue that the inclusion of physiological and neuroscientific techniques can advance consumer research by providing insights into the often unconscious mechanisms underlying consumer behavior. Therefore, such technologies can help researchers and marketing practitioners understand the mechanisms of consumer behavior and improve predictions of consumer behavior

Traitements actuels de l'alcoolodépendance et perspectives thérapeutiques avec le baclofène

TOURS-BU Sciences Pharmacie (372612104) / SudocSudocFranceF

Effets de la Metformine sur la stéroïdogenèse des cellules de la granulosa chez la rate : implication de l'AMP-activated protein kinase (AMPK)?

National audienc

Expression et régulation des récepteurs de l'adiponectine dans l'ovaire de rate

National audienc