Abstract
Conventionally, methods to investigate preference decisions, such as questionnaires and interviews, are used for estimating consumer preferences. However, there are many uncertainties in human decision-making, and the reasons for decision-making provided by respondents are not necessarily consistent with their original reasons. In recent years, neuro-marketing, which measures the brain’s reactions and explores the process of consumers’ preference judgment, has attracted attention. Through neuro-marketing, it is possible to estimate preference based on brain activity, which is not based on the consumers’ conscious processing. As a result, potential preferences of consumers are clarified; these are expected to be useful for marketing research on newly marketed products and for development of new products. In this study, we reveal that there are changes in blood flow in the prefrontal cortex while viewing things of interest.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Hashimoto, Y., Tsuzuki, T.: Mismatch between interpretation of intention and results in multi-attribute decision-making: the choice blindness paradigm and decision-making by bounded rationality. Rikkyo Psychol. Res. 55, 45–53 (2013)
Johansson, P., Hall, L., Sikstrom, S., Olsson, A.: Failure to detect mismatches between intention and outcome in a simple decision task. Science 310, 116–119 (2005)
McClure, S.M., Li, J., Tomlin, D., Cypert, K.S., Montague, L.M., Montague, P.R.: Neural correlates of behavioral preference for culturally familiar drinks. Neuron 44, 379–387 (2004)
Shibata, T.: Measuring the decision-making process of purchase: from neuroeconomics to neuromarketing. IEICE 96(8), 632–637 (2013)
Mitsuo, K.: Brief review of the brain and media: new application in the brain science. J. Inst. Image Inform. Tel. Eng. 60, 1721–1724 (2006)
Yamada, K.C., Hirata, K., Nomura, S.: Prefrontal region activity in the emotion elicitation. Fuzzy System Symposium 26, 237 (2010)
Sakamoto, K., Asahara, S., Yamashita, K., Okada, A.: Influence of types of video content on physiological and psychological measurements of emotional state during TV viewing. Hum. Interface Soc. 13, 1–6 (2011)
Su, P.J.: The effect of celebrity advertising on advertising communication: literature review and research directions. Waseda Bus. Rev. 44, 21–37 (2009)
Mitsui, S.: Analysis between First Impression of Likeability and Change of Oxy-Hb in Frontal Cortex during Watching Video (2014)
Acknowledgments
We are deeply grateful to the members of Human Media Engineering Laboratory of the Faculty of Science and Technology, Chuo University, and the Kansei Robotics Research Center, for their participation in research discussions and collaboration in experiments.
This work was partially supported by a JSPS KAKENHI grant, “Research on Sensitivity Symbiosis Mechanism within Groups in Real Space/Information Space” (No. 25240043) and a TISE Research Grant from Chuo University, “KANSEI Robotics Environment”.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2018 Springer International Publishing AG
About this paper
Cite this paper
Tanida, H., Kato, T. (2018). Estimation of Unconscious Preference Judgment with Near-Infrared Spectroscopy. In: Chung, W., Shin, C. (eds) Advances in Affective and Pleasurable Design. AHFE 2017. Advances in Intelligent Systems and Computing, vol 585. Springer, Cham. https://doi.org/10.1007/978-3-319-60495-4_22
Download citation
DOI: https://doi.org/10.1007/978-3-319-60495-4_22
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-60494-7
Online ISBN: 978-3-319-60495-4
eBook Packages: EngineeringEngineering (R0)