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首页> 外文期刊>International Journal of Innovative Computing Information and Control >VERIFICATION FOR COMMONALITY OR SPECIFICITY OF BRAIN REPRESENTATIONS RELATED TO THE DIFFERENT EVALUATION CRITERIA
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VERIFICATION FOR COMMONALITY OR SPECIFICITY OF BRAIN REPRESENTATIONS RELATED TO THE DIFFERENT EVALUATION CRITERIA

机译：验证与不同评估标准相关的脑代表的共同性或特异性

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Today people have far greater opportunities to experience innovative productsthrough technological developments. However, it is difficult to choose products thatsatisfy the consumer requirements because of the immense quantity of products that exist.Neu/ro-marketing, which explores the human decision-making process, is attracting attentionby measuring the reaction of the brain in an objective way, and taking advantageof Pr〇『 ess in brain science and psychophysics. Numerous studies have been conductedto date on preference-based decision-making, and the evaluation criteria of the decisionmakingprocess are diverse, such as food preferences, product costs, or facial features. Inthis research, decision-making experiments by several evaluation criteria were conductedusing a functional magnetic resonance imaging (fMRI) scanner in order to elucidate thebrain regions comprehensively involved in decision-making and specific brain regions relatedto each evaluation criterion. This experiment measured brain activity during pairedcomparison tasks based on a single evaluation criterion by fM RI, and attempted to identifyspecific brain regions related to decision-making based on each evaluation criterion.Participants perforined a decision-making task that involved choosing a smartphone byreferring to information such as price, color or year as an evaluation criterion. As acommon activation region in the choice tasks by all evaluation criteria, the bilateral occipitalgyri had significant activation. The result is consistent with reports of previousstudies which indicate that the occipital gyrus is the brain region related to a visual processingand preference rated tasks. Conversely, with specific activation regions involvingcolor choice tasks, the left fusiform gyrus, left insula and right precuneus are significantlyactivated. The result suggests that attention to color choice becomes greater than otherchoices.
机译：如今，人们拥有更多通过技术发展体验创新产品的机会。但是，由于存在大量产品，因此很难选择能够满足消费者需求的产品。探索人的决策过程的神经/网络营销通过客观地测量大脑的反应而引起了人们的关注。 ，并在脑科学和心理物理学中利用Pr〇『ess的优势。迄今为止，已经进行了许多有关基于偏好的决策的研究，并且决策过程的评估标准是多种多样的，例如食物偏好，产品成本或面部特征。在这项研究中，使用功能磁共振成像（fMRI）扫描仪进行了几种评估标准的决策实验，以阐明全面参与决策的大脑区域以及与每种评估标准相关的特定大脑区域。该实验通过fM RI基于单个评估标准测量配对比较任务期间的大脑活动，并尝试根据每种评估标准识别与决策相关的特定大脑区域。例如价格，颜色或年份作为评估标准。作为所有评估标准的选择任务中常见的激活区域，双侧枕叶具有明显的激活。结果与先前的研究报告一致，后者表明枕回是与视觉处理和偏好任务相关的大脑区域。相反，通过涉及颜色选择任务的特定激活区域，左梭形回，左岛和右前突被显着激活。结果表明，对颜色选择的关注变得比其他选择更多。

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