Use of Modern Technology

Investigating the relationship between cognitive factors and

behavior

PET• Positron Emission Tomography– Scanning method that can measure important

functions in the brain – glucose assumption, blood flow

– Detect brain tumors or memory disorders due to Alzheimer’s

– Able to identify cellular-level metabolic changes

New York University of Medicine

• Developed brain-scan-based computer program that measures metabolic activity in hippocampus

• PET Scan + computer program– Showed that in early stages of Alzheimer’s, there

is reduction in brain metabolism (Lisa Mosconi 2005) even before the patients have detected something themselves

MRI

• Magnetic Resonance Imaging– Provides 3-dimensional picture of brain structures– Work by detecting changes in use of oxygen in

blood– When area of brain is more active, it uses more

oxygen– Used to monitor areas when performing cognitive

tasks

Case study of HM

• HM (Corkin et al. 1997), results confirmed the relationship between damage of the hippocampus and the amygdala and his amnesia. Thanks to the scan it became clear exactly which areas were affected by the operation.

• MRI scanning showed where his brain damage had happened which provided insight into the relationship between cognitive factor and behaviour

Neuromarketing• it aims at helping companies to better understand how

the brains of their customers work• To stand out from the flood of advertisements,

Neuromarketing will try to propose new solutions. This tool is fairly new

• How about, in fact, if tomorrow it was possible to manipulate your wishes, your desires?

• Is Neuromarketing a contribution or a danger to society?

Neuromarketing

• Over the time, advertisers and marketers have continued to refine their campaigns in order to increase sales.

• Why did she/he choose this product over another? Was he/she influenced by advertising, if so, how? These questions seem simple but are actually much more complex than one think

• Marketers have considered the issue and seem to have developed a new tool that combines science and marketing in order to respond. This tool is Neuromarketing.

How Does Neuromarketing Work?Two commonly used brain scans are:functional magnetic resonance imaging (fMRI), and electroencephalography (EEG)Utilizing fMRI involves using a powerful magnet to track the brain’s blood flow as subjects respond to audio and visual cues. This allows examiners to access a deep part of the brain known as the “pleasure center”. The downfalls of fMRI are its price tag and inconvenience; equipment is very expensive to operate (up to $1,000 per machine per hour) and subjects must lie completely still in a large machine.

EEG, on the other hand, is much cheaper than fMRI. By using a cap of electrodes attached to the sample’s scalp, it also allows for movement. These electrodes measure electrical waves produced by the brain and allow researchers to track instinctual emotions such as anger, excitement, sorrow, and lust through fluctuations of activity. However, unlike fMRI, EEG does not grant access to deep parts of the brain where the pleasure center is located.

Task

• Read the section on p. 87 and answer the following questions:

1. What did Kilts investigate?2. What did Kilts found out?3. What type of scan was used in the tests?4. What are some fears about this kind of

research (or findings) for the future?

Role of Brain in Product Preferences

• Clinton Klits, Emory University, 2003• Self-selected sample of volunteers– Ask to rate number of consumer goods (points

according to attractiveness)– Participants were put into MRI scanner– Asked to rate pictures shown while scanner

registered brain activity• Found out, there was activity in medial prefrontal

cortex, as participants rated a product attractive

Medial Prefrontal Cortex

-Plan complex cognitive behaviors

-Basic activity is orchestration of thoughts and actions in accordance to internal goals

Pepsi or Coca Cola?

• Read Montague, Baylor College of Medicine– Invited 70 participants to a blind taste-test of cola– Pepsi was more preferred– When consumers were told which brand of cola

during taste-test, they preferred Coca Cola (75%)– Found activity in ventral putamen of brain

(pleasure center in the brain)– concluded that the subjects were associating the

drink with positive images and branding messages from Coke commercials

Ventral Putamen

-Round structure located in forebrain

-Regulate movements and influence learning

rou

• Understanding of what happens in consumers’ heads when making a decision of consumer brands

• Kilts works with the US company Bright House Institute– Department for neurostrategy

• You can use knowledge from neuromarketing to make tools for testing efficiency of marketing campaigns

HOWEVER

• Not everyone is happy about this development

• Manipulation of people to serve your own ends

• Consider the ethical aspect

Examples

• The results of neuromarketing research can be surprising. In Buyology, Martin Lindström documents a three-year study. Among his findings:• Warning labels on cigarette packages stimulate activity in a

brain area associated with craving -- despite the fact that subjects said that they thought the warnings were effective.

• Images of dominant brands, such as the iPod, stimulated the same part of the brain activated by religious symbols.

• An image of a Mini Cooper activated the part of the brain that responds to faces.

http://www.martinlindstrom.com/

Another example

• In 2007, a team of scientists from Carnegie Mellon University, Stanford University and the MIT Sloan School of Management were able to use MRI to study what the brain does while making a purchasing decision. By watching how different neural circuits lit up or went dark during the buying process, the researchers found they could predict whether a person would end up purchasing a product.

Future

• “In the 21st century, the multidisciplinary approach will prevail,” Marci says. “All the diverse information I have gathered enables me to bring added value to my clients’ businesses.

• “Last year, I talked to Alec Balasescu, a neuroanthropologist and marketing consultant, about the importance of the cultural environment when applying different marketing techniques. He has global academic exposure himself, as he holds a Ph.D from the University of California, Irvine, and a master’s degree from the University of Lyon. He believes that we will soon be mixing knowledge from different fields, such as marketing, neurology, psychology, anthropology, sociology, arts and linguistics to create refined and intelligent marketing and communication strategies.”

• http://www.agencypost.com/the-importance-of-being-earnest-the-growing-field-of-neuromarketing/

Strengths and limitations of using technology in investigating cognitive processes

Strenghts1. Thanks to the use of brain

scans in research it provides new insight about the brain and cognitive processes (how and where they work)

2. Mapping parts of the brain3. Useful in diagnosing of

brain diseases or damage such as Alzheimer’s

Limitations1. not a natural environment,

low ecological validity2. The use of colours may

exaggerate the different activities of the brain

3. Brain activates for various reasons – parts can be “lighted” but not necessarily used in the response

Videos

• Can brain scans tell us who makes a good chief executive? By Rory Cellan-Jones Technology correspondent, BBC News

• http://www.bbc.co.uk/news/business-11730685

• Brain scan research 'reconstructs images from human minds'

http://www.youtube.com/watch?v=ZieFvCtMCc0