Investigating Individual Preferences and Brain Activity in a Wine Tasting Experience:a Neuromarketing Approach

The study examines physiological and neuronal processes of 26 inexpert wine drinkers in order to understand how consumers judge and choose wines during product experience. We analysed if an increase in the beta band activity can be related to reward process and individual preference for a wine. The results confirmed that 1) tasting dierent wines modulate individual preferences and beta band activity and 2) the higher preferences for a wine corresponded to a stronger decrease in beta band oscillations

Consumer Neuroscience:Attentional Preferences for Wine Labeling Reflected in the Posterior Contralateral Negativity

During the decision-making process, consumers notice, inspect, and visually scan different products. External characteristics of a product, such as design, packaging, label, and logo, have been shown to strongly influence how customers perceive, assess, and select a product. Marketers have put a lot of effort into determining the factors that trigger consumers’ visual attention toward products, using traditional research methods, self-reports, or observations. The use of neuroscientific tools to study consumer behavior may improve our understanding of how external characteristics influence consumers’ visual attention. Consumer neuroscience research shows that preferences for a product may already be reflected in brain activity before customers make a final decision. Using electroencephalography (EEG), we investigated whether the design of different wine labeling influences individual preferences, reflected in the neural activity related to visual attention. More specifically, we examined whether the posterior contralateral negativity (PCN) can be used to assess and predict consumers’ preferences for a specific product based on its external characteristics. The PCN is commonly used to estimate attentional selection by focusing on stimulus-side dependent EEG lateralization above parieto-occipital areas. We computed the PCN to assess whether a certain wine label caught participants’ visual attention and additionally by comparing the PCN with behavioral data (wine preferences and reaction times) to determine whether early effects of visual attention could predict participants’ final preferences for a specific label. Our findings indicate that the PCN provides relevant information on visual attention mechanisms for external characteristics, as the view of the four labels modulated PCN amplitude. We hope this study can help researchers and practitioners in examining the effects of external product characteristics on consumer choice by estimating the changes in the EEG that are related to visual attention

Dyslexic individuals orient but do not sustain visual attention:Electrophysiological support from the lower and upper alpha bands

Individuals with developmental dyslexia have been characterized by problems with attentional orienting. In the current study, we specifically focused on possible changes in endogenous visual orienting that may be reflected in the electroencephalogram. A variant of the Posner cuing paradigm was employed with valid or invalid central cues that preceded target stimuli that were presented in the left or right visual field. The target stimuli consisted of vertical or horizontal stripes with low (two thick lines) or high (six thin lines) spatial frequencies. We examined lateralized alpha power in the cue-target interval as recent studies revealed that a contra vs. ipsilateral reduction in alpha power relates to the orienting of attention. An initial orienting effect in the lower alpha band was more pronounced for dyslexic individuals than for controls, suggesting that they oriented at an earlier moment in time. However, in contrast with controls, at the end of the cue-target interval no clear contralateral reduction in the upper alpha band was observed for dyslexic individuals. Dyslexic individuals additionally displayed slower responses, especially for invalidly cued high spatial frequency targets in the left visual field. The current data support the view that dyslexic individuals orient well to the cued location but have a problem with sustaining their attention

Context-dependent motor skill and the role of practice

Research has shown that retrieval of learned information is better when the original learning context is reinstated during testing than when this context is changed. Recently, such contextual dependencies have also been found for perceptual-motor behavior. The current study investigated the nature of context-dependent learning in the discrete sequence production task, and in addition examined whether the amount of practice affects the extent to which sequences are sensitive to contextual alterations. It was found that changing contextual cues—but not the removal of such cues—had a detrimental effect on performance. Moreover, this effect was observed only after limited practice, but not after extensive practice. Our findings support the notion of a novel type of context-dependent learning during initial motor skill acquisition and demonstrate that this context-dependence reduces with practice. It is proposed that a gradual development with practice from stimulus-driven to representation-driven sequence execution underlies this practice effect

Aging and the Simon task

A visual Simon task was used to study the influence of aging on visuospatial attention and inhibitory control processes. Responses were much slower for elderly than for young participants. The delay in trials in which stimulus and response side did not correspond as compared to when they did correspond (the Simon effect) was larger for older people, even after correcting for general slowing due to aging. The slowing of responses reflected a slowing of internal processing, as indicated by progressively larger delays of the peak latencies of the N1, the posterior contralateral negativity (PCN), and P3. A comparison between the amplitudes of the PCN and early lateralized readiness potential (pre-LRP) indicated that transmission from posterior sites (PCN) to the motor cortex may be affected by age. The data support the view that aging affects an inhibitory process that controls direct visuomotor transmission

Editorial to the special issue Neuronus

Did you visit the Neuronus conferences in the years 2012 and 2013 in Kraków? if not, then you certainly should have a close examination of this special issue including this introduction to at least have a glimpse of an idea of the highly interesting topics in the field of cognitive neuroscience that were presented at these conferences. if you were there, it is for sure a good choice to focus on this special issue as well, first to refresh your minds (we know our memories are far from perfect), but especially to see what happened with research of the presenters at these conferences

Lateralized power spectra of the EEG as an index of visuospatial attention

The electroencephalogram (EEG) was measured in an endogenous orienting paradigm where symbolic cues indicated the likely side of to-be-discriminated targets. Combined results of eventrelated lateralizations (ERLs) and a newly derived measure from wavelet analyses that we applied on the raw EEG and individual event-related potentials (ERPs), the lateralized power spectra (LPS) and the LPS-ERP, respectively, confirmed the common view that endogenous orienting operates by anterior processes, probably originating from the frontal eye fields, modulating processing in parietal and occipital areas. the LPS data indicated that modulation takes place by increased inhibition of the irrelevant visual field and/or disinhibition of the relevant to-be-attended visual field. combined use of ERLs, the LPS, and the LPS-ERP indicated that most of the involved processes can be characterized as externally evoked, either or not with clear individual differences as some evoked effects were only visible in the LPS-ERP, whereas few processes seemed to have an internally induced nature. Use of the LPS and the LPS-ERP may be advantageous as it enables to determine the involvement of internally generated lateralized processes that are not strictly bound to an event like stimulus onset

Endogenous spatial attention directed to intracutaneous electrical stimuli on the forearms involves an external reference frame

In the present study, we examined whether the direction of attention while anticipating intracutaneous electrical stimuli on the left or right forearm occurs within an internal somatotopic or an external body-based reference frame. Participants placed their hands on a table in front of them in a normal position or in a crossed-hands position. A symbolic cue with a validity of 80% instructed participants to attend to either the left or the right side, which varied from trial to trial. Crossing the hands induces a conflict of internal and external reference frames which allows to determine the dominating reference frame(s). Analyses of the electroencephalogram (EEG) during the orienting phase revealed that crossing the arms did not induce a reversal of neural activity over central sites as a late direction attention-related positivity and increased ipsilateral alpha power over occipital and central sites was observed in both conditions. Hand position influenced the processing of the electrical stimuli as no effect of cue validity was observed on the P3a component in the crossed-hands position. Our results indicate that endogenous spatial attention to intracutaneous electrical stimuli primarily occurs within an external reference frame

Modulation of early ERP components with peripheral precues

In the visual domain, involuntary allocation of attentional resources can be induced by using peripheral cues. An enlargement of the P1 ERP-component has been reported in connection with voluntary allocation of resources induced by symbolic cues, but until recently, it has not been reported in connection with involuntary allocation of resources. However, involuntary allocation of resources was only investigated with long cue-target intervals (SOAs) of about 600 ms. Therefore, an experiment was conducted with SOAs between 100 and 300 ms. After a 100% valid peripheral cue a bilateral multi-item array was presented. Trend analyses, which were employed to estimate the ERP elicited by the array corrected for linear and nonlinear contribution of the cue, showed a contralateral enhancement for the posterior P150 and the N230 component. Hence, involuntary allocation of resources with short SOAs might invoke the same level as voluntary allocation of resources. The P150 enhancement may be interpreted as a reflection of allocated resources at a specific location, whereas the N230 enhancement might reflect elaborated processing at the contralateral hemispher