Chapter title |
Evaluation of Pleasure-Displeasure Induced by Use of Lipsticks with Near-Infrared Spectroscopy (NIRS): Usefulness of 2-Channel NIRS in Neuromarketing
|
---|---|
Chapter number | 29 |
Book title |
Oxygen Transport to Tissue XXXIX
|
Published in |
Advances in experimental medicine and biology, July 2017
|
DOI | 10.1007/978-3-319-55231-6_29 |
Pubmed ID | |
Book ISBNs |
978-3-31-955229-3, 978-3-31-955231-6
|
Authors |
M. Tanida, M. Okabe, K. Tagai, K. Sakatani, Tanida, M., Okabe, M., Tagai, K., Sakatani, K. |
Abstract |
In order to examine whether near-infrared spectroscopy (NIRS) would be a useful neuromarketing tool, we employed NIRS to evaluate the difference of pleasure-displeasure in women, induced by the use of different types of lipsticks. The subjects used lipsticks A and B; A is softer than B. Concentration changes of oxy-Hb were measured in the bilateral prefrontal cortex (PFC) during use of lipsticks A and B. We evaluated the right and left dominancy of PFC activity by calculating the Laterality Index (LI) (LI = leftΔoxy-Hb - rightΔoxy-Hb); positive LI indicates left-dominant activity while negative LI indicate right-dominant activity. We found a significant interaction between the use of lipsticks A and B, using a two-way factorial analysis of variance [F(1,13) = 9.63, p < 0.01]; Δoxy-Hb in the left PFC was larger than that in the right PFC during the use of lipstick A, while Δoxy-Hb in the right PFC tended to be larger than that in the left PFC during the use of lipstick B (p < 0.1). The LI of lipstick A was larger than that of lipstick B (paired T-test, p = 0.0083). We suggest that lipstick A caused a more positive emotional response than lipstick B, since greater left than right frontal cortical activity is associated with positive affect. These results suggest that 2-channel NIRS may be a useful neuromarketing tool, since it allows objective assessment of pleasure-unpleasure. |
X Demographics
Geographical breakdown
Country | Count | As % |
---|---|---|
United Kingdom | 4 | 22% |
United States | 4 | 22% |
Australia | 3 | 17% |
Denmark | 1 | 6% |
Indonesia | 1 | 6% |
Netherlands | 1 | 6% |
Unknown | 4 | 22% |
Demographic breakdown
Type | Count | As % |
---|---|---|
Members of the public | 13 | 72% |
Scientists | 3 | 17% |
Science communicators (journalists, bloggers, editors) | 1 | 6% |
Practitioners (doctors, other healthcare professionals) | 1 | 6% |
Mendeley readers
Geographical breakdown
Country | Count | As % |
---|---|---|
Unknown | 41 | 100% |
Demographic breakdown
Readers by professional status | Count | As % |
---|---|---|
Student > Bachelor | 5 | 12% |
Researcher | 5 | 12% |
Student > Doctoral Student | 4 | 10% |
Student > Master | 4 | 10% |
Student > Ph. D. Student | 3 | 7% |
Other | 6 | 15% |
Unknown | 14 | 34% |
Readers by discipline | Count | As % |
---|---|---|
Neuroscience | 5 | 12% |
Psychology | 4 | 10% |
Business, Management and Accounting | 4 | 10% |
Medicine and Dentistry | 3 | 7% |
Nursing and Health Professions | 2 | 5% |
Other | 8 | 20% |
Unknown | 15 | 37% |