brain activation

The processing of price during purchase decision making: Are there neural differences among prosocial and non-prosocial consumers?

International organizations, governments and companies are increasingly committed to developing measures that encourage adoption of sustainable consumption patterns among the population. However, their success requires a deep understanding of the everyday purchasing decision process and the elements that shape it. Price is an element that stands out. Prior research concluded that the influence of price on purchase decisions varies across consumer profiles. Yet no consumer behavior study to date has assessed the differences of price processing among consumers adopting sustainable habits (prosocial) as opposed to those who have not (non-prosocial). This is the first study to resort to neuroimaging tools to explore the underlying neural mechanisms that reveal the effect of price on prosocial and non-prosocial consumers. Self-reported findings indicate that prosocial consumers place greater value on collective costs and benefits while non-prosocial consumers place a greater weight on price. The neural data gleaned from this analysis offers certain explanations as to the origin of the differences. Non-prosocial (vs. prosocial) consumers, in fact, exhibit a greater activation in brain areas involved with reward, valuation and choice when evaluating price information. These findings could steer managers to improve market segmentation and assist institutions in their design of campaigns fostering environmentally sustainable behaviors

The processing of price during purchase decision making: Are there neural differences among prosocial and non-prosocial consumers?

International organizations, governments and companies are increasingly committed to developing measures that encourage adoption of sustainable consumption patterns among the population. However, their success requires a deep understanding of the everyday purchasing decision process and the elements that shape it. Price is an element that stands out. Prior research concluded that the influence of price on purchase decisions varies across consumer profiles. Yet no consumer behavior study to date has assessed the differences of price processing among consumers adopting sustainable habits (prosocial) as opposed to those who have not (non-prosocial). This is the first study to resort to neuroimaging tools to explore the underlying neural mechanisms that reveal the effect of price on prosocial and non-prosocial consumers. Self-reported findings indicate that prosocial consumers place greater value on collective costs and benefits while non-prosocial consumers place a greater weight on price. The neural data gleaned from this analysis offers certain explanations as to the origin of the differences. Non-prosocial (vs. prosocial) consumers, in fact, exhibit a greater activation in brain areas involved with reward, valuation and choice when evaluating price information. These findings could steer managers to improve market segmentation and assist institutions in their design of campaigns fostering environmentally sustainable behaviors

Do deep learning latent spaces resemble human brain representations?

In recent years, artificial neural networks have demonstrated human-like or super-human performance in many tasks including image or speech recognition, natural language processing (NLP), playing Go, chess, poker and video-games. One remarkable feature of the resulting models is that they can develop very intuitive latent representations of their inputs. In these latent spaces, simple linear operations tend to give meaningful results, as in the well-known analogy QUEEN-WOMAN+MAN=KING. We postulate that human brain representations share essential properties with these deep learning latent spaces. To verify this, we test whether artificial latent spaces can serve as a good model for decoding brain activity. We report improvements over state-of-the-art performance for reconstructing seen and imagined face images from fMRI brain activation patterns, using the latent space of a GAN (Generative Adversarial Network) model coupled with a Variational AutoEncoder (VAE). With another GAN model (BigBiGAN), we can decode and reconstruct natural scenes of any category from the corresponding brain activity. Our results suggest that deep learning can produce high-level representations approaching those found in the human brain. Finally, I will discuss whether these deep learning latent spaces could be relevant to the study of consciousness.

Free Will and the COINTOB Model of Decision-Making

The COINTOB (conditional intention and integration to bound) model provides a heuristic framework of processes in Libet-style experiments. The model is based on three assumptions. First, brain activation preceding conscious intentions in Libet-style experiments does not reflect an unconscious decision but rather the unfolding of a decision process. Second, the time of conscious decision (W) reflects the moment in time when the decision boundary is crossed. This interpretation of W is consistent with our apparent intuition that we decide in the moment we experience the conscious intention to act. Third, the decision process is configured by conscious intentions that participants form at the beginning of the experiment based on the experimental instruction. Brass and Mele discuss the model, conceptual background for it, and the model’s bearing on free will.

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