Multiple "buy buttons" in the brain: Forecasting chocolate sales at point-of-sale based on functional brain activation using fMRI
Multiple "buy buttons" in the brain: Forecasting chocolate sales at point-of-sale based on functional brain activation using fMRI
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DOI：
10.1016/j.neuroimage.2016.05.021
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发表时间：
2016-08-01
期刊：
影响因子：
5.7
通讯作者：
Gallinat, Juergen
中科院分区：
文献类型：
--
作者：
Kuehn, Simone;Strelow, Enrique;Gallinat, Juergen
我们开始基于功能磁共振成像(FMRI)预测一家超市的消费者行为。数据是在参与者观看六条巧克力条通讯和每次通讯前后的产品图片时收集的。然后收集喜欢判断的自我报告。FMRI数据是从事先选定的大脑区域提取的：伏隔核、内侧眶前皮质、杏仁核、海马体、额下回、背内侧前额叶皮质，假设对销售有积极贡献，背外侧前额叶皮质和脑岛对销售产生负面影响。得到的值是按等级排序的。在我们基于功能磁共振成像的预测之后，我们在一家超市对n=63.617名购物者进行了store测试。通过交流观看期间的fMRI信号最好地预测销售变化，其次是通过比较交流前后产品观看期间的大脑信号，最不受明确的喜好判断的影响。结果表明，在相对较小的样本中应用神经成像方法来正确预测销售点的销售变化是可行的。(C)爱思唯尔公司出版的2016年。
We set out to forecast consumer behaviour in a supermarket based on functional magnetic resonance imaging (fMRI). Data was collected while participants viewed six chocolate bar communications and product pictures before and after each communication. Then self-reports liking judgement were collected. fMRI data was extracted from a priori selected brain regions: nucleus accumbens, medial orbitofrontal cortex, amygdala, hippocampus, inferior frontal gyrus, dorsomedial prefrontal cortex assumed to contribute positively and dorsolateral prefrontal cortex and insula were hypothesized to contribute negatively to sales. The resulting values were rank ordered. After our fMRI-based forecast an instore test was conducted in a supermarket on n=63.617 shoppers. Changes in sales were best forecasted by fMRI signal during communication viewing, second best by a comparison of brain signal during product viewing before and after communication and least by explicit liking judgements. The results demonstrate the feasibility of applying neuroimaging methods in a relatively small sample to correctly forecast sales changes at point-of-sale. (C) 2016 Published by Elsevier Inc.