Dataset Information

Detecting the subtle shape differences in hemodynamic responses at the group level.

ABSTRACT: The nature of the hemodynamic response (HDR) is still not fully understood due to the multifaceted processes involved. Aside from the overall amplitude, the response may vary across cognitive states, tasks, brain regions, and subjects with respect to characteristics such as rise and fall speed, peak duration, undershoot shape, and overall duration. Here we demonstrate that the fixed-shape (FSM) or adjusted-shape (ASM) methods may fail to detect some shape subtleties (e.g., speed of rise or recovery, or undershoot). In contrast, the estimated-shape method (ESM) through multiple basis functions can provide the opportunity to identify some subtle shape differences and achieve higher statistical power at both individual and group levels. Previously, some dimension reduction approaches focused on the peak magnitude, or made inferences based on the area under the curve (AUC) or interaction, which can lead to potential misidentifications. By adopting a generic framework of multivariate modeling (MVM), we showcase a hybrid approach that is validated by simulations and real data. With the whole HDR shape integrity maintained as input at the group level, the approach allows the investigator to substantiate these more nuanced effects through the unique HDR shape features. Unlike the few analyses that were limited to main effect, two- or three-way interactions, we extend the modeling approach to an inclusive platform that is more adaptable than the conventional GLM. With multiple effect estimates from ESM for each condition, linear mixed-effects (LME) modeling should be used at the group level when there is only one group of subjects without any other explanatory variables. Under other situations, an approximate approach through dimension reduction within the MVM framework can be adopted to achieve a practical equipoise among representation, false positive control, statistical power, and modeling flexibility. The associated program 3dMVM is publicly available as part of the AFNI suite.

SUBMITTER: Chen G

PROVIDER: S-EPMC4620161 | biostudies-literature | 2015

REPOSITORIES: biostudies-literature

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Detecting the subtle shape differences in hemodynamic responses at the group level.

Chen Gang G Saad Ziad S ZS Adleman Nancy E NE Leibenluft Ellen E Cox Robert W RW

Frontiers in neuroscience 20151026

The nature of the hemodynamic response (HDR) is still not fully understood due to the multifaceted processes involved. Aside from the overall amplitude, the response may vary across cognitive states, tasks, brain regions, and subjects with respect to characteristics such as rise and fall speed, peak duration, undershoot shape, and overall duration. Here we demonstrate that the fixed-shape (FSM) or adjusted-shape (ASM) methods may fail to detect some shape subtleties (e.g., speed of rise or recov ...[more]

PMID: 26578853

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Project description:Brand extension is a marketing strategy leveraging well-established brand to promote new offerings provided as goods or service. The previous neurophysiological studies on goods-to-goods brand extension have proposed that categorization and semantic memory processes are involved in brand extension evaluation. However, it is unknown whether these same processes also underlie service-to-service brand extension. The present study, therefore, aims to investigate neural processes in consumers underlying their judgment of service-to-service brand extension. Specifically, we investigated human electroencephalographic responses to extended services that were commonly considered to fit well or badly with parent brand among consumers. For this purpose, we proposed a new stimulus grouping method to find commonly acceptable or unacceptable service extensions. In the experiment, participants reported the acceptability of 56 brand extension pairs, consisting of parent brand name (S1) and extended service name (S2). From individual acceptability responses, we assigned each pair to one of the three fit levels: high- (i.e., highly acceptable), low-, and mid-fit. Next, we selected stimuli that received high/low-fit evaluations from a majority of participants (i.e., >85%) and assigned them to a high/low population-fit group. A comparison of event-related potentials (ERPs) between population-fit groups through a paired t-test showed significant differences in the fronto-central N2 and fronto-parietal P300 amplitudes. We further evaluated inter-subject variability of these ERP components by a decoding analysis that classified N2 and/or P300 amplitudes into a high, or low population-fit class using a support vector machine. Leave-one-subject-out validation revealed classification accuracy of 60.35% with N2 amplitudes, 78.95% with P300, and 73.68% with both, indicating a relatively high inter-subject variability of N2 but low for P300. This validation showed that fronto-parietal P300 reflected neural processes more consistent across subjects in service-to-service brand extension. We further observed that the left frontal P300 amplitude was increased as fit-level increased across stimuli, indicating a semantic retrieval process to evaluate a semantic link between S1 and S2. Parietal P300 showed a higher amplitude in the high population-fit group, reflecting a similarity-based categorization process. In sum, our results suggest that service-to-service brand extension evaluation may share similar neural processes with goods-to-goods brand extension.

Dataset Information

Detecting the subtle shape differences in hemodynamic responses at the group level.

Publications

Detecting the subtle shape differences in hemodynamic responses at the group level.

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