Poster D21, Monday, March 27, 8:00 – 10:00 am, Pacific Concourse
Medial prefrontal activation and liking / wanting judgements: Near-Infrared Spectroscopy (NIRS) study.
Eriko Matsumoto1, Tomoya Kawashima1,2, Masahiro Zaitsu1, Mathieu Lajante3, Tomoyuki Naito4; 1Graduate School of Intercultural Studies, Kobe University, 2Japan Society for the Promotion of Science, 3Graduate School of Management (IGR – IAE), University of Rennes 1 & CREM (UMR 6211), 4Graduate School of Medicine, Osaka University
The purpose of this study is to examine the neural mechanisms related to the two different judgement processes; one is visual novelty of package design on aesthetic preference (liking) and another one is “want to eat (wanting)” judgment for daily consumer products. In the previous studies showed MPFC (medial prefrontal cortex) activity associated with preference ranking for products (Levy et al., 2011), however, the activity difference between liking and wanting is still unclear. We chose 10 Japanese snack packages for experiment stimuli (Matsumoto et al., 2016). Two of them were presented simultaneously for 2AFC judgement. To measure the brain activation during the judgements, we use Near Infrared Spectroscopy (NIRS) which record the changes in the regional cerebral blood volume around prefrontal cortex. We used 3x5 probe holders (22-channels) on the prefrontal cortex. Participants were asked to conduct preference judgement task and “want to eat” choice task. Also, the recognition rate of each stimulus was measured. We employ blocked design; liking and wanting task appeared alternatively with 30 sec interval. The order of the tasks was counterbalanced. The results showed that Hb-oxy signal changes were increased “want to eat” judgment than preference judgment within the left hemisphere ROI. This result possibly suggests that the different neural process underlie between liking and wanting.
Topic Area: EMOTION & SOCIAL: Emotion-cognition interactions