1 / 15

Use of Modern Technology

Use of Modern Technology. Investigating the relationship between cognitive factors and behavior. Neuro-imaging techniques Obtain images of brain functioning and structures Understand relationship between cognitive processes and behavior. PET. Positron Emission Tomography

chung
Download Presentation

Use of Modern Technology

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Use of Modern Technology Investigating the relationship between cognitive factors and behavior

  2. Neuro-imaging techniques • Obtain images of brain functioning and structures • Understand relationship between cognitive processes and behavior

  3. PET • Positron Emission Tomography • Scanning method that can measure important functions in the brain – glucose assumption, blood flow • Detect brain tumors or memory disorders due to Alzheimer’s • Able to identify cellular-level metabolic changes

  4. New York University of Medicine • Developed brain-scan-based computer program that measures metabolic activity in hippocampus • PET Scan + computer program • Showed that in early stages of Alzheimer’s, there is reduction in brain metabolism (Lisa Mosconi 2005) even before the patients have detected something themselves

  5. MRI • Magnetic Resonance Imaging • Provides 3-dimensional picture of brain structures • Work by detecting changes in use of oxygen in blood • When area of brain is more active, it uses more oxygen • Used to monitor areas when performing cognitive tasks

  6. Case studies • HM • Clive Wearing • Bothhad MRI scanning that showedwheretheirbraindamagehadhappenedwhichprovidedinsightinto the relationshipbetweencognitivefactor and behaviour

  7. Task • Read the section on p. 87 and answer the followingquestions: • Whatdid Kilts investigate? • Whatdid Kilts foundout? • Whattype of scanwasused in the tests? • What are somefearsabout this kind of research (or findings) for the future?

  8. Videos • Can brain scans tell us who makes a good chief executive? By Rory Cellan-Jones Technology correspondent, BBC News • http://www.bbc.co.uk/news/business-11730685 • Brain scan research 'reconstructs images from human minds' http://www.youtube.com/watch?v=ZieFvCtMCc0

  9. Scanners can detect blood flow • Produces map showing which part of the brain is involved with a specific mental process

  10. Role of Brain in Product Preferences • Clinton Klits, Emory University, 2003 • Self-selected sample of volunteers • Ask to rate number of consumer goods (points according to attractiveness) • Participants were put into MRI scanner • Asked to rate pictures shown while scanner registered brain activity • Found out, there was activity in medial prefrontal cortex, as participants rated a product attractive

  11. Medial Prefrontal Cortex • Plan complex cognitive behaviors • Basic activity is orchestration of thoughts and actions in accordance to internal goals

  12. Pepsi or Coca Cola? • Read Montague, Baylor College of Medicine • Invited 70 participants to a blind taste-test of cola • Pepsi was more preferred • When consumers were told which brand of cola during taste-test, they preferred Coca Cola • Found activity in ventral putamen of brain

  13. Ventral Putamen • Round structure located in forebrain • Regulate movements and influence learning • rou

  14. Understanding of what happens in consumers’ heads when making a decision of consumer brands • Klits works with the US company Bright House Institute • Department for neurostrategy • You can use knowledge from neuromarketing to make tools for testing efficiency of marketing campaigns

  15. HOWEVER • Not everyone is happy about this development • Manipulation of people to serve your own ends

More Related