RESUMO
Introduction: Humans mainly utilize visual and auditory information as a cue to infer others' emotions. Previous neuroimaging studies have shown the neural basis of memory processing based on facial expression, but few studies have examined it based on vocal cues. Thus, we aimed to investigate brain regions associated with emotional judgment based on vocal cues using an N-back task paradigm. Methods: Thirty participants performed N-back tasks requiring them to judge emotion or gender from voices that contained both emotion and gender information. During these tasks, cerebral hemodynamic response was measured using functional near-infrared spectroscopy (fNIRS). Results: The results revealed that during the Emotion 2-back task there was significant activation in the frontal area, including the right precentral and inferior frontal gyri, possibly reflecting the function of an attentional network with auditory top-down processing. In addition, there was significant activation in the ventrolateral prefrontal cortex, which is known to be a major part of the working memory center. Discussion: These results suggest that, compared to judging the gender of voice stimuli, when judging emotional information, attention is directed more deeply and demands for higher-order cognition, including working memory, are greater. We have revealed for the first time the specific neural basis for emotional judgments based on vocal cues compared to that for gender judgments based on vocal cues.
RESUMO
Introduction: In neuromarketing, a recently developing, inter-disciplinary field combining neuroscience and marketing, neurophysiological responses have been applied to understand consumers' behaviors. While many studies have focused on explicit attitudes, few have targeted implicit aspects. To explore the possibility of measuring implicit desire for a product, we focused on functional impulsivity related to obtaining a product as a reward and devised a product-rewarded traffic light task (PRTLT). The PRTLT requires participants to take risks under time pressure in order for them to maximize rewards in the form of commercial products, with the brand of products being an independent variable. Thus, we explored the feasibility of applying a PRTLT in a neuromarketing context to implicitly differentiate between the perceived value of products and supported our data with neurophysiological evidence obtained using fNIRS to concurrently monitor cortical activation. Methods: Thirty healthy students were asked to perform the PRTLT. We compared participants' functional impulsivity toward two different chocolate products that had obviously different values. Along with their behavioral responses, participants' cerebral hemodynamic responses during the PRTLT were measured using fNIRS covering the lateral prefrontal cortices and the neighboring regions. We conducted adaptive general linear model (GLM) analysis for hemodynamic responses. First, we identified the regions involved in the PRTLT. Second, we compared activation patterns between expensive and inexpensive conditions. Results: Behavioral analysis confirmed that the expensive condition trended toward producing a higher PRTLT score than did the inexpensive condition. fNIRS neuroimaging analysis showed task-derived activation in the bilateral dorsolateral prefrontal cortex (DLPFC) and frontopolar cortex (FPC). Moreover, we found significant differences between expensive and inexpensive conditions in the cortical activations in the FPC and the left-DLPFC. Conclusion: These results imply that the two products evoked different functional impulsivity, and the hemodynamic responses reflect that. Thus, we concluded that it is possible to observe differences in demand for products using a PRTLT that evokes functional impulsivity. The current study presents a new possibility in neuromarketing research of observing differences between consumers' covert attitudes toward commercially available products, possibly providing a neural basis related to hidden needs for some products.
