Scott Huettel
Brain Imaging and Analysis Center Department of Psychiatry Duke University
Association for Consumer Research All uncredited figures are from Huettel, Song, & McCarthy (2004). Functional Magnetic Resonance Imaging. This presentation, save for credited figures from other sources, is copyrighted by Scott Huettel (2006). Scott Huettel, Duke University
1. Electroencephalography (EEG)
Electrophysiological Recording
Electrode Array (e.g., n = 64) Amplifier Bank
Brain
TIME (ms)
Using selective averaging across trials, ERPs have exquisite temporal resolution (but coarse spatial resolution)
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2. Magnetoencephalography (MEG)
Magnetoencephalography (MEG)
Courtesy 4D Neuroimaging
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TMS allows transient* and safe* disruption of local neuronal activity, in effect creating reversible lesions.
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http://www.med-ed.virginia.edu/courses/rad/PETCT/Emission.html
Image
Scanner
Limitations
Poor temporal resolution (many minutes) Poor spatial resolution (several centimeters) Requires injection of radioactive material
5. Structural MRI
Structural MRI
Fact #1: Energy is supplied to the brain via the vascular system
Hemoglobin
Glucose
(Oxygen)
Glucose image from NYU Library of 3-D Molecular Structures Hemoglobin image from Pittsburgh Supercomputing Center
Fact #2: More hemoglobin is supplied than needed, causing a decrease in deoxygenated hemoglobin.
Task
(BOLD Contrast)
Limitations
Mediocre temporal resolution (seconds) Complex, highly variable data analyses Expensive and time-consuming
Neuroimaging of Decision Preferences 1. Uncertainty: Risk vs. Ambiguity 2. Probability: High vs. Low 3. Choice: Safe vs. Risky In all of these cases, there is some derived parameter that is related to the neuroimaging activation.
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Parietal Cortex
Ambiguity Preference
Risk Preference
Risky - Risky
Risk preference ()
Prefrontal cortex
Ambiguity Preference
Risk Preference
Risk preference ()
Probability
Probability of Error
Insula activation predicts safe choice. Nucleus accumbens activation predicts risky choice.
Kuhnen & Knutson (2005) Neuron
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Summary
Neuroimaging techniques create maps of brain function. The most common approaches measure neuronal activity (EEG, ERP, MEG) or brain hemodynamics (PET, FMRI). The neuroimaging approaches relevant for consumer research involve relating neuroimaging data to economic parameters.
Association for Consumer Research Scott Huettel, Duke University
Acknowledgments
Recommended Readings: Huettel, Song, & McCarthy (2004). Functional Magnetic Resonance Imaging. Buxton (2002). Introduction to fMRI. Luck (2005). An Introduction to the ERP Technique. Purves et al. (2004). Neuroscience, 3rd Edition. FMRI education colleagues: Allen Song (Duke University), Gregory McCarthy (Yale University) Laboratory members: Bethany Weber, Dharol Tankersley, John Clithero, Luke Vicens, Lily KinrossWright, Parker Goyer, Jason Chen
neuroeconomics.duke.edu
Association for Consumer Research Scott Huettel, Duke University