Document Detail

Appearance matters: neural correlates of food choice and packaging aesthetics.
MedLine Citation:
PMID:  22848586     Owner:  NLM     Status:  MEDLINE    
Neuro-imaging holds great potential for predicting choice behavior from brain responses. In this study we used both traditional mass-univariate and state-of-the-art multivariate pattern analysis to establish which brain regions respond to preferred packages and to what extent neural activation patterns can predict realistic low-involvement consumer choices. More specifically, this was assessed in the context of package-induced binary food choices. Mass-univariate analyses showed that several regions, among which the bilateral striatum, were more strongly activated in response to preferred food packages. Food choices could be predicted with an accuracy of up to 61.2% by activation patterns in brain regions previously found to be involved in healthy food choices (superior frontal gyrus) and visual processing (middle occipital gyrus). In conclusion, this study shows that mass-univariate analysis can detect small package-induced differences in product preference and that MVPA can successfully predict realistic low-involvement consumer choices from functional MRI data.
Laura N Van der Laan; Denise T D De Ridder; Max A Viergever; Paul A M Smeets
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Publication Detail:
Type:  Journal Article; Research Support, Non-U.S. Gov't     Date:  2012-07-25
Journal Detail:
Title:  PloS one     Volume:  7     ISSN:  1932-6203     ISO Abbreviation:  PLoS ONE     Publication Date:  2012  
Date Detail:
Created Date:  2012-07-31     Completed Date:  2013-04-09     Revised Date:  2013-07-12    
Medline Journal Info:
Nlm Unique ID:  101285081     Medline TA:  PLoS One     Country:  United States    
Other Details:
Languages:  eng     Pagination:  e41738     Citation Subset:  IM    
Image Sciences Institute, University Medical Center Utrecht, Utrecht, The Netherlands.
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MeSH Terms
Brain / physiology*
Choice Behavior / physiology*
Esthetics / psychology*
Food Packaging*
Food Preferences / physiology*
Magnetic Resonance Imaging
Multivariate Analysis
Pattern Recognition, Automated
Perception / physiology
Young Adult

From MEDLINE®/PubMed®, a database of the U.S. National Library of Medicine

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