Search

Product design and attractiveness are pivotal factors that determine people’s positive reactions when viewing a product and may eventually affect their purchasing choices. Comprehending how people assess product design is crucial. Various studies have explored the link between product attractiveness and consumer behavior, but these were predominantly behavioral studies that offered limited insight into the neural processes underlying perceptions of product attractiveness. Gaining a deeper understanding of these neural mechanisms is valuable, as it enables the formulation of more objective design guidelines based on brain activity, enhancing product appeal and, ultimately, spurring consumer purchases. In our study, we sought to (1) elucidate the neural network engaged when individuals evaluate highly attractive product images, (2) delineate the neural network activated during the evaluation of less attractive product images, and (3) contrast the differences in neural networks between evaluations of highly and less attractive images. We utilized fMRI to investigate the neural activation patterns elicited by viewing product images of varying attractiveness levels. The results indicated distinct neural activations in response to the two types of attractive images. Highly attractive product images elicited activity in the anterior cingulate cortex (ACC) and the occipital pole, whereas less attractive product images stimulated the insula and the inferior frontal gyrus (IFG). The findings of this project provide some of the first insights of its kind and valuable insights for future product design, suggesting that incorporating more positive and rewarding elements could enhance product appeal. This research elucidates the neural correlates of people’s responses to product attractiveness, revealing that highly attractive designs activate reward-related brain regions, while less attractive designs engage areas associated with emotional processing. These findings offer a neuroscientific basis for further studies on developing design strategies that align with consumers’ innate preferences, potentially transforming product design and marketing practices. By leveraging this knowledge, designers can craft products that not only meet functional needs but also resonate more deeply on an esthetic level, thereby enhancing consumer engagement and purchase likelihood.

Wittmann and colleagues show that not only single outcome events but also the global reward state (GRS) impact learning in macaques; low GRS drives explorative choices. Analyses of macaque BOLD signal reveals that GRS impacts activity in the anterior insula as well as the dorsal raphe nucleus.

BackgroundAging disrupts the optimal balance between neural nodes underlying orienting and attention control functions. Previous studies have suggested that age-related changes in cognitive process are associated to the changes in the myelinated fiber bundles, which affected the speed and actions of the signal propagation across different neural networks. However, whether the age-related difference in allocentric and egocentric spatial coding is accounted by the difference in white-matter integrity is unclear. In this study, using diffusion tensor imaging (DTI) and functional magnetic resonance imaging (fMRI), we sought to elucidate whether age-related differences in white matter integrity accounts for the difference in nodes to the distributed spatial coding-relevant brain networks.Material and MethodOlder (n = 24) and younger (n = 27) participants completed the structural DTI and fMRI scans during which they engaged in a cue-to-target task to elicit allocentric or egocentric processes.Results and ConclusionEfficient modulation of both allocentric and egocentric spatial coding in fronto-parietal attention network (FPAN) requires structure–function interaction. Allocentric task-modulated connectivity of the fronto-parietal network (FPN) and dorsal attention network (DAN) with the temporal lobe was influenced by the aging differences of the white-matter tracts of the posterior and superior corona radiata (PCR and SCR), respectively. On the other hand, aging difference of the superior longitudinal fasciculus mainly influenced the egocentric-task-modulated connections of the DAN and FPN with frontal regions and posterior cingulate cortex. This study suggested that functional connections of the FPAN with near and far task-relevant nodes vary significantly with age and conditions.

Ventromedial prefrontal cortex in humans shows functional magnetic resonance imaging signals related to the subjective values of choices that are taken during decision-making as well as task-negative signals. Here, the authors report that in macaque ventromedial prefrontal cortex both activity patterns are inverted and lesions of this area disrupt subjective choice evaluation.

This study investigated the experience of open and closed motor skills on modulating proactive and reactive control processes in task switching. Fifty-four participants who were open-skilled (n = 18) or closed-skilled athletes (n = 18) or non-athletic adults (n = 18) completed a cued task-switching paradigm task. This task tapped into proactive or reactive controls of executive functions under different validity conditions. Electroencephalograms of the participants were captured during the task. In the 100% validity condition, the open-skilled participants showed significantly lower switch cost of response time than the closed-skilled and control participants. Results showed that the open-skilled participants had less positive-going parietal cue-locked P3 in the switch than repeat trials. Participants in the control group showed more positive-going cue-locked P3 in the switch than repeat trials, whereas the closed-skilled participants had no significant differences between the two types of trials. In the 50% validity condition, the open- and closed-skilled participants had less switch cost of response time than the control participants. Participants in the open- and closed-skilled groups showed less positive-going parietal stimulus-locked P3 in the switch than repeat trials, which was not the case for those in the control group. Our findings confirm the dissociation between proactive and reactive controls in relation to their modulations by the different motor-skill experiences. Both proactive and reactive controls of executive functions could be strengthened by exposing individuals to anticipatory or non-anticipatory enriched environments, suggesting proactive and reactive controls involved in motor-skill development seem to be transferable to domain-general executive functions.

Past experiences and future predictions both shape our decisions. Here, the authors trained participants in a foraging task in which reward rates varied systematically over time and find the dACC tracks both recent and past reward rates, leading to opposing effects on decisions about whether to stay or leave a reward environment.

Multisensory integration is an essential process that people employ daily, from conversing in social gatherings to navigating the nearby environment. The aim of this study was to investigate the impact of aging on modulating multisensory integrative processes using event-related potential (ERP), and the validity of the study was improved by including “noise” in the contrast conditions. Older and younger participants were involved in perceiving visual and/or auditory stimuli that contained spatial information. The participants responded by indicating the spatial direction (far vs. near and left vs. right) conveyed in the stimuli using different wrist movements. electroencephalograms (EEGs) were captured in each task trial, along with the accuracy and reaction time of the participants’ motor responses. Older participants showed a greater extent of behavioral improvements in the multisensory (as opposed to unisensory) condition compared to their younger counterparts. Older participants were found to have fronto-centrally distributed super-additive P2, which was not the case for the younger participants. The P2 amplitude difference between the multisensory condition and the sum of the unisensory conditions was found to correlate significantly with performance on spatial discrimination. The results indicated that the age-related effect modulated the integrative process in the perceptual and feedback stages, particularly the evaluation of auditory stimuli. Audiovisual (AV) integration may also serve a functional role during spatial-discrimination processes to compensate for the compromised attention function caused by aging.

Shifting between one’s external and internal environments involves orienting attention. Studies on differentiating subprocesses associated with external-to-internal orienting attention are limited. This study aimed to reveal the characteristics of the disengagement, shifting and reengagement subprocesses by using somatosensory external stimuli and internally generated images. Study participants were to perceive nociceptive external stimuli (External Low (EL) or External High (EH)) induced by electrical stimulations (50 ms) followed by mentally rehearsing learned subnociceptive images (Internal Low (IL) and Internal High (IH)). Behavioral responses and EEG signals of the participants were recorded. The three significant components elicited were: fronto-central negativity (FCN; 128–180 ms), fronto-central P2 (200–260 ms), and central P3 (320–380 ms), which reflected the three subprocesses, respectively. Differences in the FCN and P2 amplitudes during the orienting to the subnociceptive images revealed only in the EH but not EL stimulus condition that are new findings. The results indicated that modulations of the disengagement and shifting processes only happened if the external nociceptive stimuli were of high salience and the external-to-internal incongruence was large. The reengaging process reflected from the amplitude of P3 correlated significantly with attenuation of the pain intensity felt from the external nociceptive stimuli. These findings suggested that the subprocesses underlying external-to-internal orienting attention serve different roles. Disengagement subprocess tends to be stimulus dependent, which is bottom-up in nature. Shifting and reengagement tend to be top-down subprocesses, which taps on cognitive control. This subprocess may account for the attenuation effects on perceived pain intensity after orienting attention.

Kristy Bolton1, David Segal1, Ken Walder1,21Metabolic Research Unit, School of Medicine, 2Institute for Technology, Research and Innovation, Deakin University, Waurn Ponds, Victoria, AustraliaAbstract: We have previously demonstrated that the small leucine-rich proteoglycan decorin may play a role in adipose tissue homeostasis and the pathophysiology of obesity. Biglycan is highly similar in structure to decorin, therefore we hypothesized it would have a similar expression profile and role to decorin in adipose tissue. Real time polymerase chain reaction was used to measure biglycan mRNA levels in adipose tissue from normal glucose tolerant and impaired glucose tolerant and type 2 diabetic (T2D) Psammomys obesus. Biglycan mRNA was found to be highly expressed in adipose tissue, and gene expression was significantly higher in visceral compared to subcutaneous adipose tissue, with elevated levels in obese, T2D compared to lean normal glucose tolerant P. obesus (P < 0.04). Biglycan mRNA was predominantly expressed by stromal/vascular cells of fractionated adipose tissue (P = 0.023). Biglycan expression in adipose tissue, particularly in the obese state, was markedly upregulated. Collectively, our data suggest that the small leucine-rich proteoglycan family proteins biglycan and decorin may play a role in the development of obesity and T2D, possibly by facilitating expansion of adipose tissue mass.Keywords: biglycan, small leucine-rich proteoglycan, Psammomys obesus, adipose tissue, obesity, type 2 diabetes

Product design and attractiveness are pivotal factors that determine people's positive reactions when viewing a product and may eventually affect their purchasing choices. Comprehending how people assess product design is crucial. Various studies have explored the link between product attractiveness and consumer behavior, but these were predominantly behavioral studies that offered limited insight into the neural processes underlying perceptions of product attractiveness. Gaining a deeper understanding of these neural mechanisms is valuable, as it enables the formulation of more objective design guidelines based on brain activity, enhancing product appeal and, ultimately, spurring consumer purchases. In our study, we sought to (1) elucidate the neural network engaged when individuals evaluate highly attractive product images, (2) delineate the neural network activated during the evaluation of less attractive product images, and (3) contrast the differences in neural networks between evaluations of highly and less attractive images. We utilized fMRI to investigate the neural activation patterns elicited by viewing product images of varying attractiveness levels. The results indicated distinct neural activations in response to the two types of attractive images. Highly attractive product images elicited activity in the anterior cingulate cortex (ACC) and the occipital pole, whereas less attractive product images stimulated the insula and the inferior frontal gyrus (IFG). The findings of this project provide some of the first insights of its kind and valuable insights for future product design, suggesting that incorporating more positive and rewarding elements could enhance product appeal. This research elucidates the neural correlates of people's responses to product attractiveness, revealing that highly attractive designs activate reward-related brain regions, while less attractive designs engage areas associated with emotional processing. These findings offer a neuroscientific basis for further studies on developing design strategies that align with consumers' innate preferences, potentially transforming product design and marketing practices. By leveraging this knowledge, designers can craft products that not only meet functional needs but also resonate more deeply on an esthetic level, thereby enhancing consumer engagement and purchase likelihood. [ABSTRACT FROM AUTHOR]

While marketing literature evidences celebrities and other well-known personalities as effective brand endorsers, practitioners are troubled by the potential for such famous personas to overshadow the brands and harm brand recall—a condition referred to as the vampire effect. This study investigates the existence of the vampire effect and more importantly how such an effect can be mitigated through changes in proximity and engagement between the celebrity and the advertised offering. A large-scale eye-tracking study of more than one hundred brands across eight product categories reveals that the vampire effect of celebrity endorsers is prominent, as viewers paid attention to the celebrity's face for a significantly longer time than they paid to other ad elements. From a visual attention approach, this research also sheds light on how to minimize the vampire effect by investigating celebrity–product visual and cognitive proximity through two controlled eye-tracking experiments. Both theoretical and managerial implications of the findings are discussed. [ABSTRACT FROM AUTHOR]

Aims: Development and rollout of vaccines offers the best opportunity for population protection against the SARS-CoV-2 (COVID-19) virus. However, hesitancy towards the vaccines might impede successful uptake in the United Kingdom, particularly in young adults who demonstrate the highest rates of hesitancy. This prospective study explored COVID-19 vaccine hesitancy in young adults and whether the reasons behind these attitudes changed during the initial stages of the United Kingdom's vaccine rollout. Method: Data on vaccination intention were collected from a British university student cohort at three time points: October 2020, February 2021, and March 2021. This online survey included items on intention to receive a vaccine and a free-text response for the reasons behind this intention. Cochran's Q tests examined changes in rates of hesitancy and acceptance over time and free-text responses were analysed thematically. Results: At baseline, 893 students provided data, with 476 participants completing all three time points. Hesitancy declined over time, with 29.4% of participants expressing hesitancy at baseline, reducing to 9.1% at wave 2 and 5.9% at wave 3. The most commonly endorsed themes for those willing to accept a vaccine were self-protection against COVID-19 and pro-social reasons, including protecting the population or unspecific others, and ending the pandemic/returning to normal life. The most commonly endorsed hesitancy themes related to 'confidence' in the vaccines and potential personal risk, including insufficient testing/scientific evidence, concern about side effects, and long-term effects. These reasons remained the most commonly endorsed at both waves 2 and 3. Conclusions: While a decline in hesitancy was observed over time, the key reasons behind both vaccine acceptance and hesitancy remained consistent. Reasons behind hesitancy aligned with those of the general public, providing support for the use of generalist interventions. Pro-social reasons frequently underpinned vaccine acceptance, so cohort-specific interventions targeting those factors may be of benefit. [ABSTRACT FROM AUTHOR]

The article addresses the U.S. Constitution's Fifth Amendment right to remain silent provided to all citizens in all judicial proceedings in the U.S. Topics include the dangerous law enforcement trend encroaching on those rights that led to due process implication, the impact of the Supreme Court decision in constitutional right case Miranda v. Arizona on federal defendants, the origins of the Fifth Amendment, and the assertions of Miranda Rights.