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Related Concept Videos

The Vestibular System01:29

The Vestibular System

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The vestibular system is a set of inner ear structures that provide a sense of balance and spatial orientation. This system is comprised of structures within the labyrinth of the inner ear, including the cochlea and two otolith organs—the utricle and saccule. The labyrinth also contains three semicircular canals—superior, posterior, and horizontal—that are oriented on different planes.
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The inner ear assumes dual functionalities of auditory perception and equilibrium maintenance. The vestibule is the organ responsible for balance. This organ contains mechanoreceptors, specifically hair cells, endowed with stereocilia, which aid in deciphering information regarding the position and motion of our heads. Two intrinsic components, the utricle and saccule, help perceive head position, while the semicircular canals track head movement. Neurological messages initiated in the...
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Sensory impulses related to touch, pressure, vibration, and proprioception from various body parts, such as the limbs, trunk, neck, and posterior head, travel to the cerebral cortex through the posterior column-medial lemniscus pathway. The pathway’s name derives from the two white-matter tracts that convey the impulses: the spinal cord's posterior column and the brainstem's medial lemniscus. First-order sensory neurons extend their axons into the spinal cord, forming the...
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The indirect motor or extrapyramidal pathways originate in the brainstem, the lower portion of the brain that connects it to the spinal cord. They consist of several distinct tracts, each with specialized functions. The four main tracts of the indirect motor pathways are the vestibulospinal tract, the reticulospinal tract, the tectospinal tract, and the rubrospinal tract.
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The auditory system is essential for sound perception, utilizing various critical structures. When sound waves enter the outer ear, they travel through the ear canal and cause the eardrum to vibrate. These vibrations are then transmitted to the middle ear, where three tiny bones – the malleus, incus, and stapes – amplify the sound. This amplification is crucial, as it ensures that the sound vibrations are strong enough to be conveyed to the inner ear. These vibrations then reach the...
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Related Experiment Video

Updated: May 2, 2026

Using Eye-tracking to Assess the Relative Importance of Visual and Vestibular Input to Subcortical Motion Processing in the Roll Plane
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Using Eye-tracking to Assess the Relative Importance of Visual and Vestibular Input to Subcortical Motion Processing in the Roll Plane

Published on: August 22, 2025

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Purchase decision-making is modulated by vestibular stimulation.

Nora Preuss1, Fred W Mast1, Gregor Hasler2

  • 1Department of Psychology, University of Bern Berne, Switzerland ; Center for Cognition, Learning and Memory, University of Bern Berne, Switzerland.

Frontiers in Behavioral Neuroscience
|March 7, 2014
PubMed
Summary

Caloric vestibular stimulation (CVS) reduced the likelihood of consumers buying products by interfering with emotional circuits. This noninvasive brain stimulation method impacts how people perceive product desirability and the reward associated with purchases.

Keywords:
caloric vestibular stimulationdesirabilityinsulaneuromodulationpurchase decision-making

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Area of Science:

  • Neuroscience
  • Consumer Behavior
  • Decision-Making

Background:

  • Consumer purchasing decisions are influenced by product preferences and pricing.
  • Understanding the neural underpinnings of these decisions is crucial for marketing and economic research.
  • Vestibular-affective circuits play a role in emotional processing, which may influence economic choices.

Purpose of the Study:

  • To investigate the role of vestibular-affective circuits in purchase decision-making using caloric vestibular stimulation (CVS).
  • To examine how CVS affects the probability of purchasing a product.
  • To assess the impact of CVS on product desirability and willingness to pay (WTP).

Main Methods:

  • Employed noninvasive caloric vestibular stimulation (CVS) to activate vestibular and emotional brain circuits (including insular cortex and ACC).
  • Subjects underwent CVS and sham stimulation while performing two distinct purchase decision-making tasks.
  • Task 1: Binary purchase decisions (buy/not buy). Task 2: Rating product desirability and WTP.

Main Results:

  • CVS significantly decreased the probability of subjects deciding to purchase a product.
  • CVS modulated the perceived desirability of products.
  • CVS did not significantly alter willingness to pay (WTP) for the products.

Conclusions:

  • CVS interferes with emotional processing, attenuating the rewarding aspects of product acquisition.
  • This interference leads to a reduced likelihood of consumers making a purchase.
  • Findings highlight the neural basis of purchase decisions and the influence of affective circuits.