Use of Modern Technology

Investigating the relationship between cognitive factors and

behavior

• Neuro-imaging techniques• Obtain images of brain functioning and

structures• Understand relationship between cognitive

processes 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 studies

• HM• Clive Wearing • Both had MRI scanning that showed where

their brain damage had happened which provided insight into the relationship between cognitive factor and behaviour

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?

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

• Scanners can detect blood flow • Produces map showing which part of the brain

is involved with a specific mental process

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– Found activity in ventral putamen of brain

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

• Klits 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