Senal Peiris, Michael J. Tobia, Andrew Smith, Emily Grun, Rommy Elyan, Paul J. Eslinger, Qing X. Yang, Prasanna Karunanayaka
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引用次数: 0
摘要
背景和目的人们可以对特定品牌和服务产生偏好，也可以对其产生反感。本研究利用两项功能磁共振成像（fMRI）实验，调查了巧克力爱好者在奖赏加工过程中的两个可分离的方面，即渴望和喜欢。目的是利用熟悉的巧克力（FC）和不熟悉的巧克力（UC）品牌图像，进一步阐明支持品牌效应的神经基础。方法在第一个实验中，受试者对每个 FC 和 UC 图像按 1-5 级（弱-强）评定其主观渴望和喜欢程度。第二项实验中，受试者在 FC 和 UC 图片之间进行选择。结果对 FC 的渴求度和好感度都明显更高，并且与选择行为有不同程度的相关性。渴求评分预示着对 UC 的偏好程度更高，而喜欢评分则预示着对 FC 的偏好程度更高。通过对比 UC 和 FC 选择试验的神经活动，发现在双侧额叶下回和右侧尾状脑中，UC 选择的激活程度明显更高。FC 图像的反应时间比 UC 图像快；腹内侧前额叶皮层的 fMRI 活动与 FC 试验中的反应时间显著相关，但与 UC 试验中的反应时间无关。结论 对品牌巧克力产品的选择是由较高的主观奖励评级和较低的神经处理需求驱动的。
Neural correlates of chocolate brand preference: A functional MRI study
Background and Purpose
Preferences can be developed for, or against, specific brands and services. Using two functional magnetic resonance imaging (fMRI) experiments, this study investigated two dissociable aspects of reward processing, craving and liking, in chocolate lovers. The goal was to further delineate the neural basis supporting branding effects using familiar chocolate (FC) and unfamiliar chocolate (UC) brand images.
Methods
In the first experiment, subjects rated their subjective craving and liking on a scale of 1-5 (weak-strong) for each FC and UC image. In the second experiment, they performed a choice task between FC and UC images.
Results
Both the craving and liking ratings were significantly greater for FC and were differentially correlated with choice behavior. Craving ratings predicted greater preference for UC, and liking ratings predicted greater preference for FC. A contrast of neural activity for UC versus FC choice trials revealed significantly greater activation for UC choices in the bilateral inferior frontal gyrus and right caudate head. Response times for the FC images were faster than UC images; fMRI activity in the ventromedial prefrontal cortex was significantly correlated with response times during FC trials, but not UC trials. These correlations were significantly different from each other at the group level.
Conclusions
The choices for branded chocolate products are driven by higher subjective reward ratings and lower neural processing demands.
期刊介绍：
Start reading the Journal of Neuroimaging to learn the latest neurological imaging techniques. The peer-reviewed research is written in a practical clinical context, giving you the information you need on:
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