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Marketing actions can modulate neural representations of experienced pleasantness.

ABSTRACT: Despite the importance and pervasiveness of marketing, almost nothing is known about the neural mechanisms through which it affects decisions made by individuals. We propose that marketing actions, such as changes in the price of a product, can affect neural representations of experienced pleasantness. We tested this hypothesis by scanning human subjects using functional MRI while they tasted wines that, contrary to reality, they believed to be different and sold at different prices. Our results show that increasing the price of a wine increases subjective reports of flavor pleasantness as well as blood-oxygen-level-dependent activity in medial orbitofrontal cortex, an area that is widely thought to encode for experienced pleasantness during experiential tasks. The paper provides evidence for the ability of marketing actions to modulate neural correlates of experienced pleasantness and for the mechanisms through which the effect operates.

SUBMITTER: Plassmann H

PROVIDER: S-EPMC2242704 | biostudies-literature | 2008 Jan

REPOSITORIES: biostudies-literature

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Marketing actions can modulate neural representations of experienced pleasantness.

Plassmann Hilke H O'Doherty John J Shiv Baba B Rangel Antonio A

Proceedings of the National Academy of Sciences of the United States of America 20080114 3

Despite the importance and pervasiveness of marketing, almost nothing is known about the neural mechanisms through which it affects decisions made by individuals. We propose that marketing actions, such as changes in the price of a product, can affect neural representations of experienced pleasantness. We tested this hypothesis by scanning human subjects using functional MRI while they tasted wines that, contrary to reality, they believed to be different and sold at different prices. Our results ...[more]

PMID: 18195362

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Project description:IntroductionAs a result of the well documented limitations of data collected by spontaneous reporting systems (SRS), such as bias and under-reporting, a number of authors have evaluated the utility of other data sources for the purpose of pharmacovigilance, including the biomedical literature. Previous work has demonstrated the utility of literature-derived distributed representations (concept embeddings) with machine learning for the purpose of drug side-effect prediction. In terms of data sources, these methods are complementary, observing drug safety from two different perspectives (knowledge extracted from the literature and statistics from SRS data). However, the combined utility of these pharmacovigilance methods has yet to be evaluated.ObjectiveThis research investigates the utility of directly or indirectly combining an observational signal from SRS with literature-derived distributed representations into a single feature vector or in an ensemble approach for downstream machine learning (logistic regression).MethodsLeveraging a recently developed representation scheme, concept embeddings were generated from relational connections extracted from the literature and composed to represent drug and associated adverse reactions, as defined by two reference standards of positive (likely causal) and negative (no causal evidence) pairs. Embeddings were presented with and without common measures of observational signal from SRS sources to logistic regressors, and performance was evaluated with the receiver operating characteristic (ROC) area under the curve (AUC) metric.ResultsROC AUC performance with these composite models improves up to ≈ 20% over SRS-based disproportionality metrics alone and exceeds the best prior results reported in the literature when models leverage both sources of information.ConclusionsResults from this study support the hypothesis that knowledge extracted from the literature can enhance the performance of SRS-based methods (and vice versa). Across reference sets, using literature and SRS information together performed better than using either source alone, providing strong support for the complementary nature of these approaches to post-marketing drug surveillance.

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Marketing actions can modulate neural representations of experienced pleasantness.

Publications

Marketing actions can modulate neural representations of experienced pleasantness.

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