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相关实验视频

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Functional Near Infrared Spectroscopy of the Sensory and Motor Brain Regions with Simultaneous Kinematic and EMG Monitoring During Motor Tasks
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使用功能近红外光谱学评估功能冲动性.

Kenta Nakazawa1, Kazue Hirabayashi2, Wakana Kawai1

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

Frontiers in neuroergonomics
|January 18, 2024
PubMed
概括

这项研究引入了一个新的神经营销任务,通过评估功能冲动性来衡量隐性产品欲望. 神经成像揭示了不同的大脑活动模式,显示了产品感知价值的差异.

关键词:
在 DLPFCFC 中,在FPC中,FPC是FPC.消费者神经科学 消费者神经科学功能冲动性的功能冲动性功能性近红外光谱学 (fNIRS) 是一种隐含的实验设计 隐含的实验设计神经营销的神经营销

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科学领域:

  • 神经营销的神经营销
  • 神经科学是一个神经科学.
  • 消费者行为 消费者行为

背景情况:

  • 神经营销利用神经生理反应来理解消费者行为.
  • 现有的研究往往忽略隐含的消费者态度.
  • 测量隐性欲望对于全面了解消费者偏好至关重要.

研究的目的:

  • 通过功能冲动性来探索隐含产品欲望的测量.
  • 引入和验证一个新的"产品奖励交通信号灯任务" (PRTLT).
  • 通过使用fNIRS.调查与感知产品价值相关的神经生理反应.

主要方法:

  • 30名健康的学生执行了PRTLT,这是一个在时间压力下承担风险的任务.
  • 参与者评估了两种巧克力产品,价格各不相同.
  • 在任务期间,功能近红外光谱学 (fNIRS) 监测了前额叶区域的皮质激活.

主要成果:

  • 行为数据表明,在"昂贵"产品条件下,得分趋向于更高.
  • fNIRS揭示了背侧前额皮层 (DLPFC) 和前极皮层 (FPC) 的显著激活.
  • 在FPC和左DLPFC中,在昂贵和廉价产品条件之间观察到不同的激活模式.

结论:

  • PRTLT有效地根据隐含的功能冲动性和感知价值区分产品.
  • 通过fNIRS测量的血液动力学反应与功能冲动性的这些差异相关.
  • 这项研究提供了一种新的神经营销方法,以揭示隐藏的消费者态度和潜在的隐藏产品需求.