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Assessing functional impulsivity using functional near-infrared spectroscopy.

Kenta Nakazawa1, Kazue Hirabayashi2, Wakana Kawai1

  • 1Applied Cognitive Neuroscience Laboratory, Faculty of Science and Engineering, Chuo University, Tokyo, Japan.

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Summary

This study introduces a new neuromarketing task to measure implicit product desire by assessing functional impulsivity. Neuroimaging revealed distinct brain activity patterns, showing differences in perceived product value.

Keywords:
DLPFCFPCconsumer neurosciencefunctional impulsivityfunctional near infrared spectroscopy (fNIRS)implicit experimental designneuromarketing

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Area of Science:

  • Neuromarketing
  • Neuroscience
  • Consumer Behavior

Background:

  • Neuromarketing utilizes neurophysiological responses to understand consumer behavior.
  • Existing research often overlooks implicit consumer attitudes.
  • Measuring implicit desire is crucial for a comprehensive understanding of consumer preferences.

Purpose of the Study:

  • To explore the measurement of implicit product desire using functional impulsivity.
  • To introduce and validate a novel "product-rewarded traffic light task" (PRTLT).
  • To investigate neurophysiological responses associated with perceived product value using fNIRS.

Main Methods:

  • Thirty healthy students performed the PRTLT, a risk-taking task under time pressure.
  • Participants evaluated two chocolate products with distinct price points.
  • Functional near-infrared spectroscopy (fNIRS) monitored cortical activation in prefrontal regions during the task.

Main Results:

  • Behavioral data indicated a trend towards higher scores in the "expensive" product condition.
  • fNIRS revealed significant activation in the dorsolateral prefrontal cortex (DLPFC) and frontopolar cortex (FPC).
  • Distinct activation patterns were observed in the FPC and left-DLPFC between the expensive and inexpensive product conditions.

Conclusions:

  • The PRTLT effectively differentiates products based on implicit functional impulsivity and perceived value.
  • Hemodynamic responses measured by fNIRS correlate with these differences in functional impulsivity.
  • This study offers a novel neuromarketing approach to uncover covert consumer attitudes and potential hidden product needs.