Week 11 Lec 21 Flashcards
Describe McClure’s (2004) study on cultural messaging and how it shapes our perceptions?
Anonymous delivery: Equal number of people preferred Coke or Pepsi or no preference
Brain activity in VMPFC correlated with behavioural preferences
Brand cued delivery: Preference for Coke over pepsi
Brain activity in reward processing areas (midbrain), memory (bilateral hippocampus, parahippocampus) and executive control (DLPFC)
What is the takeaway from McClure (2004)’s study?
Brand knowledge can influence expressed behavioural preferences and measures brain responses
Describe Tusche’s (2010) study on automatic processing of consumer preferences?
Neural evaluation of products and associated choice related processing doesn’t necessarily depend on attentional processing of available items
Emphasize the potential of implicit, automatic processes that might guide DM
What is neuroforecasting?
Neuroforecasting is the use of brain activity from a small group of individuals to forecast the behaviour of a separate larger groups
What are applications of neuroforecasting?
Media usage, sales, politics, public health and policy, economics
Describe Falk’s (2011) study on public health.
Investigated whether neural activation during persuasive health messaging predicts reduction in smoking
Results: Brain responses to persuasive messaging predicted reduced smoking (beyond self reported intention to quit smoking)
Describe Falk’s (2012) follow-up study.
Recorded brain activations while smokers viewed three different anti-smoking campaigns
Results: Brain responses in MPFC reflected effectiveness of health campaigns
What are limitations of self-reports?
Social desirability effects
No conscious access to factors that lead to change in behaviour
Introspection during stimulus presentation may change the experience
People may confabulate reasons that did not cause behaviour change
Describe Scholz’s (2017) on deciding whether to share media content with others
Neural activity in value related brain regions is also involved in decision about information sharing
Results: Activity in neural regions associated with self and social cognition was indirectly related to population level sharing through increased neural activation in the brain’s value system
Descibe Tong’s (2020) study on brain activity and forecasting video engagement
Individual’s choices to stop watching the video led to increased activity in the VS (nucleus accumbens) and MPFC, and decreased activity in the anterior insula
Increased activation in the VS and decreased activation in the anterior insula at video onset forecasts aggregate video view frequency and duration on the internet
What is the takeaway from Tong’s (2020) study?
Activity in brain regions implicated in anticipatory affect and valuation at the onset of video viewing can forecast time allocation
Describe Albuquerque’s (2023) study on marketing and commercial success of consumer products.
Asked whether brain data can improve predictions of market level purchasing behaviour
Results: Activation in VS, VMPFC and anterior insula
fMRI data from small sample of individuals enhances predictions of consumer choice at the national level
Describe Genevsky & Knutson’s (2015) study
Asked whether neural activity predicted which requests for microloans will reach funding goals
Results: Nucleus accumbens implicated in neural prediction of market level lending
What is the framework of scaled predictions?
integrative choice components encoded in the VMPFC may be more predictive of individuals choices
Affective choice components such VS and anterior insula may be generalize more and predict aggregate choices
