A neural predictor of cultural popularity
A neural predictor of cultural popularity
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DOI：
10.1016/j.jcps.2011.05.001
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发表时间：
2012-01-01
影响因子：
4.8
通讯作者：
Moore, Sara E.
中科院分区：
文献类型：
--
作者：
Berns, Gregory S.;Moore, Sara E.
我们使用神经成像来预测文化的流行程度，即最广泛意义上的流行程度，并吸引大量的个人。神经经济学研究表明，大脑中与奖励相关的区域（特别是眶额皮质和腹侧纹状体）的活动可以预测未来的购买决策，但目前尚不清楚一小群人的神经信号是否可以预测购买决策。总体人群的决策。为了使神经成像能够作为一种衡量广泛普及程度的有用手段，这些神经反应必须推广到更大的人群，而这些人群不是大脑成像本身的直接对象。在这里，我们测试使用功能性磁共振成像（fMRI）来预测一个共同的好：音乐的相对受欢迎程度的可能性。我们使用功能磁共振成像来测量一个相对较小的青少年群体在听基本上不知名的艺术家的歌曲时的大脑反应。作为受欢迎程度的衡量标准，这些歌曲的销售额在扫描后的三年内被合计，然后大脑的反应与这些“未来”的收入相关联。虽然歌曲的主观喜好并不能预测销量，但腹侧纹状体的活动与销量显著相关。这些结果表明，对商品的神经反应不仅可以预测实际扫描的个人的购买决定，而且这种反应可以推广到整个人群，并可用于预测文化的流行程度。(C)2011年由Elsevier Inc.出版消费者心理学协会的代表。
We use neuroimaging to predict cultural popularity something that is popular in the broadest sense and appeals to a large number of individuals. Neuroeconomic research suggests that activity in reward-related regions of the brain, notably the orbitofrontal cortex and ventral striatum, is predictive of future purchasing decisions, but it is unknown whether the neural signals of a small group of individuals are predictive of the purchasing decisions of the population at large. For neuroimaging to be useful as a measure of widespread popularity, these neural responses would have to generalize to a much larger population that is not the direct subject of the brain imaging itself. Here, we test the possibility of using functional magnetic resonance imaging (fMRI) to predict the relative popularity of a common good: music. We used fMRI to measure the brain responses of a relatively small group of adolescents while listening to songs of largely unknown artists. As a measure of popularity, the sales of these songs were totaled for the three years following scanning, and brain responses were then correlated with these "future" earnings. Although subjective likability of the songs was not predictive of sales, activity within the ventral striatum was significantly correlated with the number of units sold. These results suggest that the neural responses to goods are not only predictive of purchase decisions for those individuals actually scanned, but such responses generalize to the population at large and may be used to predict cultural popularity. (C) 2011 Published by Elsevier Inc. on behalf of Society for Consumer Psychology.