fNIRS-Based Clinical Assessment of ADHD Children

While a growing body of neurocognitive research has explored the neural substrates associated with attention deficit hyperactive disorder (ADHD), an objective biomarker for diagnosis has not been established. The advent of functional near-infrared spectroscopy (fNIRS), which is a noninvasive and unrestrictive method of functional neuroimaging, raised the possibility of introducing functional neuroimaging diagnosis for young ADHD children. In search of a stable and clinically applicable biological marker, here in this chapter, we first discuss a plausible solution to enable the objective monitoring of the acute effects of ADHD medications at the group level. Subsequently, we discuss our successful visualization of differential neural substrates between ADHD and healthy control children for inhibitory control at the individual level, which reached an optimized classification parameter with a value of 85% and a sensitivity of 90%. These findings led us to postulate that fNIRS-based examination would allow the identification of an objective neuro-functional biomarker to diagnose and determine the appropriate treatment for ADHD children. We believe that such a novel technical application would evoke wide interest from neuroimaging researchers

Visualizing the IKEA effect: experiential consumption assessed with fNIRS-based neuroimaging

IntroductionIn recent years, experiential consumption, which refers to purchases involving hedonic experiences, has been gathering attention in marketing research. Experiential consumption is closely related to cognitive biases, and among them, we focus on the IKEA effect, which is a cognitive bias in which the maximum willingness to pay (WTP) for a product is high because the experience of assembling the product is highly valued. Since no studies have examined the neural mechanism behind the IKEA effect, here we present the first study exploring the neural substrates of the IKEA effect using functional near-infrared spectroscopy (fNIRS). During the WTP evaluation, we expect the attachment to and memory retrieval of DIY products to be the cognitive mechanism for the IKEA effect.MethodsThirty healthy students, of which 24 were confirmed to have undergone the IKEA effect, were asked to perform a WTP evaluation task after assembling three types of do-it-yourself (DIY) products and handling three types of Non-DIY products. Their cerebral hemodynamic responses during the evaluation were measured using fNIRS. In order to adjust for temporal variability of cortical responses among participants, a personalized adaptive general linear model (GLM) analysis was adopted. Then, one-sample t-tests were performed for each DIY and Non-DIY condition for the obtained β values, and a paired t-test was performed between DIY and Non-DIY conditions.ResultsWe identified brain regions, including the left-inferior frontal gyrus (L-IFG) and left-middle frontal gyrus (L-MFG), which were probably related to cognitive processing related to the IKEA effect. Among them, the L-MFG exhibited more activation during the DIY condition than during the Non-DIY condition.ConclusionTo our knowledge, the current study is the first to reveal the neural basis of the IKEA effect. The cortical activation during evaluation of WTP for DIY and Non-DIY products exhibited marked differences. In addition to the R-IFG activation often reported for WTP evaluations, we revealed that other regions, in particular the L-IFG and L-MFG, were activated during the DIY condition. These areas are considered to be related to memory and attachment, which would serve as reasonable cognitive constituents for the IKEA effect. In conclusion, this study suggests that the value of experiential consumption can be assessed using fNIRS-based neuroimaging and provides a novel approach to consumer neuroergonomics. It is predicted that visualization the value of experiential consumption will create marketing opportunities for more and more companies and the visualization will become an indispensable method in the future

Cerebral response to emotional working memory based on vocal cues: an fNIRS study

IntroductionHumans mainly utilize visual and auditory information as a cue to infer others’ emotions. Previous neuroimaging studies have shown the neural basis of memory processing based on facial expression, but few studies have examined it based on vocal cues. Thus, we aimed to investigate brain regions associated with emotional judgment based on vocal cues using an N-back task paradigm.MethodsThirty participants performed N-back tasks requiring them to judge emotion or gender from voices that contained both emotion and gender information. During these tasks, cerebral hemodynamic response was measured using functional near-infrared spectroscopy (fNIRS).ResultsThe results revealed that during the Emotion 2-back task there was significant activation in the frontal area, including the right precentral and inferior frontal gyri, possibly reflecting the function of an attentional network with auditory top-down processing. In addition, there was significant activation in the ventrolateral prefrontal cortex, which is known to be a major part of the working memory center.DiscussionThese results suggest that, compared to judging the gender of voice stimuli, when judging emotional information, attention is directed more deeply and demands for higher-order cognition, including working memory, are greater. We have revealed for the first time the specific neural basis for emotional judgments based on vocal cues compared to that for gender judgments based on vocal cues

Cognitive and Psychological Reactions of the General Population Three Months After the 2011 Tohoku Earthquake and Tsunami

BACKGROUND: The largest earthquake on record in Japan (magnitude 9.0) occurred on March 11, 2011, and the subsequent tsunami devastated the Pacific coast of Northern Japan. These further triggered the Fukushima I nuclear power plant accidents. Such a hugely complex disaster inevitably has negative psychological effects on general populations as well as on the direct victims. While previous disaster studies enrolled descriptive approaches focusing on direct victims, the structure of the psychological adjustment process of people from the general population has remained uncertain. The current study attempted to establish a path model that sufficiently reflects the early psychological adaptation process of the general population to large-scale natural disasters. METHODS AND FINDINGS: Participants from the primary disaster area (n = 1083) and other areas (n = 2372) voluntarily participated in an online questionnaire study. By constructing path models using a structural equation model procedure (SEM), we examined the structural relationship among psychological constructs known related to disasters. As post-traumatic stress symptoms (PTS) were significantly more present in people in the primarily affected area than in those in secondary- or non-affected areas, the path models were constructed for the primary victims. The parsimoniously depicted model with the best fit was achieved for the psychological-adjustment centered model with quality of life (QoL) as a final outcome. CONCLUSION: The paths to QoL via negative routes (from negative cognitive appraisal, PTS, and general stress) were dominant, suggesting the importance of clinical intervention for reducing negative cognitive appraisal, and for caring for general stress and PTS to maintain QoL at an early stage of psychological adaptation to a disaster. The model also depicted the presence of a positive route where positive cognitive appraisal facilitates post-traumatic growth (PTG) to achieve a higher QoL, suggesting the potential importance of positive psychological preventive care for unexpected natural disasters

Categorical Nature of Consumer Price Estimations of Postharvest Bruised Apples

Postharvest fruits are susceptible to damage which eventually results in large product and financial losses. While abundant studies have been conducted to objectively index the severity of such damage, how consumers subjectively assess the severity of damaged apples has been understudied. Previous studies have indicated that consumers’ aesthetic devaluation of product quality is reflected in estimated price. Thus, the current online questionnaire study was conducted to examine the effect of objectively indexed severity of damage on consumers’ subjective price estimations. Four hundred thirty-nine consumers of apples were asked to estimate the market price for apples in photographic images of 1 or 3 “Orin” (“Golden Delicious” × “Indo”) apples at 9 levels of severity of damage. A 2 (1- and 3-piece) × 9 (severity of damage) within ANCOVA with reference price as a covariate indicated significant two-way interaction between the number of apples and severity of damage on estimated price. Consequently, the 1- and 3-piece conditions were examined separately. The results of both analyses indicate a categorical rather than quantitative, continuous reduction in estimated price

Psychological Factors that Influence Behavioral Intentions towards Bottled Green Tea in the Japan Market

What factors influence consumer choice is an ongoing debate. This study delved into Japanese consumers’ perceptual model of bottled green tea beverages in the fiercely competitive market, exploring the psychological factors that lead to behavioral intentions using an extended Mehrabian and Russell Stimulus-Organism-Response model. The model extension incorporated a panoply of factors that we laid against behavioral intentions, among which we explored ones with significant influence. In Study 1, we executed a screening survey, and after surveying 381 valid participants, we identified factors significant to purchase intent and built a model via structural equation modeling. In Study 2, we validated the model, analyzing how Japanese consumers make purchase decisions in a commoditized marketplace with many beverage options. Our results demonstrated that while a variety of factors would be related to Behavioral Intention, most notable among them was Reward, comprising facets such as taste, satisfaction, addictiveness, and desire. It was further affected by Mood, Perceived Quality, and Nostalgia. Our findings bring to light the importance of hedonic factors as they drive consumer choice by emphasizing the intrinsic value of sensory enjoyment and gratification in the experience of consuming green tea beverages. This study would provide practical marketing insight as to how bottled green tea, and possibly other beverage products, in a red ocean market, can be positioned and marketed to Japanese consumers in the most effective way

Psychological Factors that Influence Bottled Japanese Green Tea Purchase, an Extended Analysis

This study extends our previous research by delving further into Japanese consumers’ perceptual model of bottled green tea beverages, examining psychological factors that affect behavioral intentions related to the four dominant brands of bottled green tea in the fiercely competitive Japan market. We employed an extended Mehrabian-Russell Stimulus-Organism-Response model to examine the factors. In our first analysis, our objective was to examine whether they are differences in how consumers evaluate individual brands. In our second analysis, we looked at whether Brand Equity or Brand Attachment could be substituted for Behavioral Intentions for the Response variable in the S-O-R model. Our findings demonstrate that the dominant brand in the green tea space is rated lowest across a number of important factors, yet maintains a commanding share of the market. In our second analysis, we show that it is possible to substitute Brand Equity and Brand Attachment for Behavioral Intentions