Dataset Information

Willingness-to-Pay-Associated Right Prefrontal Activation During a Single, Real Use of Cosmetics as Revealed by Functional Near-Infrared Spectroscopy.

ABSTRACT: Use of applied neuroscience to complement traditional methods of consumer research is increasing. Previously, fMRI has shown that prefrontal activity contains information relating to willingness-to-pay (WTP). The aim of the present study was to determine if functional near infrared spectroscopy (fNIRS) can record WTP-related brain activation in the dorsolateral prefrontal cortex (DLPFC) during a single, real use of cosmetic products. Thirty female participants, were divided into two groups (one low frequency users of foundation and one high frequency users of foundation), asked to apply different foundations to their face and then record how much money they were willing to pay. The oxyhemoglobin time series was analyzed with the GLM and the correlation between the beta scores for the foundations and their respective WTP values conducted for each participant. These subject level correlations were then converted to z scores and averaged for each group. The results revealed a significant mean correlation for the high but not low frequency group. In other words, the brain activity in right hemisphere dorsolateral PFC (RH-DLPFC) during single, real use of foundations correlated with their respective WTP values for the high frequency but not low frequency group. The difference between groups may reflect the importance of learning and automation on activity in RH-DLPFC. Our research provides further evidence supporting the use of fNIRS to complement traditional consumer research in a commercial setting and to extend neuroscience research into more naturalistic environments.

SUBMITTER: Kawabata Duncan K

PROVIDER: S-EPMC6369365 | biostudies-literature | 2019

REPOSITORIES: biostudies-literature

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Publications

Willingness-to-Pay-Associated Right Prefrontal Activation During a Single, Real Use of Cosmetics as Revealed by Functional Near-Infrared Spectroscopy.

Kawabata Duncan Keith K Tokuda Tatsuya T Sato Chiho C Tagai Keiko K Dan Ippeita I

Frontiers in human neuroscience 20190204

Use of applied neuroscience to complement traditional methods of consumer research is increasing. Previously, fMRI has shown that prefrontal activity contains information relating to willingness-to-pay (WTP). The aim of the present study was to determine if functional near infrared spectroscopy (fNIRS) can record WTP-related brain activation in the dorsolateral prefrontal cortex (DLPFC) during a single, real use of cosmetic products. Thirty female participants, were divided into two groups (one ...[more]

PMID: 30778292

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Project description:BackgroundCerebral blood flow (CBF) is maintained over a range of blood pressures through cerebral autoregulation (CA). Blood pressure outside the range of CA, or impaired autoregulation, is associated with adverse patient outcomes. Regional oxygen saturation (rSO2) derived from near-infrared spectroscopy (NIRS) can be used as a surrogate CBF for determining CA, but existing methods require a long period of time to calculate CA metrics. We have developed a novel method to determine CA using cotrending of mean arterial pressure (MAP) with rSO2that aims to provide an indication of CA state within 1 minute. We sought to determine the performance of the cotrending method by comparing its CA metrics to data derived from transcranial Doppler (TCD) methods.MethodsRetrospective data collected from 69 patients undergoing cardiac surgery with cardiopulmonary bypass were used to develop a reference lower limit of CA. TCD-MAP data were plotted to determine the reference lower limit of CA. The investigated method to evaluate CA state is based on the assessment of the instantaneous cotrending relationship between MAP and rSO2 signals. The lower limit of autoregulation (LLA) from the cotrending method was compared to the manual reference derived from TCD. Reliability of the cotrending method was assessed as uptime (defined as the percentage of time that the state of autoregulation could be measured) and time to first post.ResultsThe proposed method demonstrated minimal mean bias (0.22 mmHg) when compared to the TCD reference. The corresponding limits of agreement were found to be 10.79 mmHg (95% confidence interval [CI], 10.09-11.49) and -10.35 mmHg (95% CI, -9.65 to -11.05). Mean uptime was 99.40% (95% CI, 99.34-99.46) and the mean time to first post was 63 seconds (95% CI, 58-71).ConclusionsThe reported cotrending method rapidly provides metrics associated with CA state for patients undergoing cardiac surgery. A major strength of the proposed method is its near real-time feedback on patient CA state, thus allowing for prompt corrective action to be taken by the clinician.

Dataset Information

Willingness-to-Pay-Associated Right Prefrontal Activation During a Single, Real Use of Cosmetics as Revealed by Functional Near-Infrared Spectroscopy.

Publications

Willingness-to-Pay-Associated Right Prefrontal Activation During a Single, Real Use of Cosmetics as Revealed by Functional Near-Infrared Spectroscopy.

Similar Datasets

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