Dataset Information

The prediction of market-level food choices by the neural valuation signal.

ABSTRACT: Neuroimaging studies have demonstrated the ability to use the brain activity of a group of individuals to forecast the behavior of an independent group. In the current study, we attempted to forecast aggregate choices in a popular restaurant chain. During our functional magnetic resonance imaging (fMRI) study, 22 participants were exposed to 78 photos of dishes from a new menu of a popular restaurant chain. In addition to self-reported preferences, fMRI data was extracted from an a priori domain-general and task-specific region of interest-the ventral striatum. We investigated the relationship between the neural activity and real one-year sales provided by the restaurant chain. Activity in the ventral striatum, which was defined using the task-specific region of interest, significantly correlated (r = 0.28, p = 0.01) with one-year sales. A regression analysis, which included ventral striatum activity together with the objective characteristics of the products (price and weight), behavioral, and survey data, showed R2 values of 0.33. Overall, our results confirm prior studies, which have suggested, that brain activity in the reward system of a relatively small number of individuals can forecast the aggregate choice of a larger independent group of people.

SUBMITTER: Kislov A

PROVIDER: S-EPMC10237376 | biostudies-literature | 2023

REPOSITORIES: biostudies-literature

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The prediction of market-level food choices by the neural valuation signal.

Kislov Andrew A Shestakova Anna A Ushakov Vadim V Martinez-Saito Mario M Beliaeva Valeria V Savelo Olga O Vasilchuk Aleksey A Klucharev Vasily V

PloS one 20230602 6

Neuroimaging studies have demonstrated the ability to use the brain activity of a group of individuals to forecast the behavior of an independent group. In the current study, we attempted to forecast aggregate choices in a popular restaurant chain. During our functional magnetic resonance imaging (fMRI) study, 22 participants were exposed to 78 photos of dishes from a new menu of a popular restaurant chain. In addition to self-reported preferences, fMRI data was extracted from an a priori domain ...[more]

PMID: 37267322

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Project description:Value-based decision making occurs when individuals choose between different alternatives and place a value on each alternative and its attributes. Marketing actions frequently manipulate product attributes, by adding, e.g., health claims on the packaging. A previous imaging study found that an emblem for organic products increased willingness to pay (WTP) and activity in the ventral striatum (VS). The current study investigated neural and behavioral processes underlying the influence of Fair Trade (FT) labeling on food valuation and choice. Sustainability is an important product attribute for many consumers, with FT signals being one way to highlight ethically sustainable production. Forty participants valuated products in combination with an FT emblem or no emblem and stated their WTP in a bidding task while in an MRI scanner. After that, participants tasted-objectively identical-chocolates, presented either as "FT" or as "conventionally produced". In the fMRI task, WTP was significantly higher for FT products. FT labeling increased activity in regions important for reward-processing and salience, that is, in the VS, anterior and posterior cingulate, as well as superior frontal gyrus. Subjective value, that is, WTP was correlated with activity in the ventromedial prefrontal cortex (vmPFC). We find that the anterior cingulate, VS and superior frontal gyrus exhibit task-related increases in functional connectivity to the vmPFC when an FT product was evaluated. Effective connectivity analyses revealed a highly probable directed modulation of the vmPFC by those three regions, suggesting a network which alters valuation processes. We also found a significant taste-placebo effect, with higher experienced taste pleasantness and intensity for FT labeled chocolates. Our results reveal a possible neural mechanism underlying valuation processes of certified food products. The results are important in light of understanding current marketing trends as well as designing future interventions that aim at positively influencing food choice.

Dataset Information

The prediction of market-level food choices by the neural valuation signal.

Publications

The prediction of market-level food choices by the neural valuation signal.

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