Imaging Tools
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Analyzing Network-Level Brain Processing and Plasticity Using Molecular Neuroimaging
Behavior and cognition depend on the integrated action of neural structures and populations distributed throughout the brain. We recently developed a set of molecular imaging tools that enable multiregional processing and plasticity in neural networks to be studied at a brain-wide scale in rodents and nonhuman primates. Here we will describe how a novel genetically encoded activity reporter enables information flow in virally labeled neural circuitry to be monitored by fMRI. Using the reporter to perform functional imaging of synaptically defined neural populations in the rat somatosensory system, we show how activity is transformed within brain regions to yield characteristics specific to distinct output projections. We also show how this approach enables regional activity to be modeled in terms of inputs, in a paradigm that we are extending to address circuit-level origins of functional specialization in marmoset brains. In the second part of the talk, we will discuss how another genetic tool for MRI enables systematic studies of the relationship between anatomical and functional connectivity in the mouse brain. We show that variations in physical and functional connectivity can be dissociated both across individual subjects and over experience. We also use the tool to examine brain-wide relationships between plasticity and activity during an opioid treatment. This work demonstrates the possibility of studying diverse brain-wide processing phenomena using molecular neuroimaging.
Multimodal framework and fusion of EEG, graph theory and sentiment analysis for the prediction and interpretation of consumer decision
The application of neuroimaging methods to marketing has recently gained lots of attention. In analyzing consumer behaviors, the inclusion of neuroimaging tools and methods is improving our understanding of consumer’s preferences. Human emotions play a significant role in decision making and critical thinking. Emotion classification using EEG data and machine learning techniques has been on the rise in the recent past. We evaluate different feature extraction techniques, feature selection techniques and propose the optimal set of features and electrodes for emotion recognition.Affective neuroscience research can help in detecting emotions when a consumer responds to an advertisement. Successful emotional elicitation is a verification of the effectiveness of an advertisement. EEG provides a cost effective alternative to measure advertisement effectiveness while eliminating several drawbacks of the existing market research tools which depend on self-reporting. We used Graph theoretical principles to differentiate brain connectivity graphs when a consumer likes a logo versus a consumer disliking a logo. The fusion of EEG and sentiment analysis can be a real game changer and this combination has the power and potential to provide innovative tools for market research.
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
Toward an understanding of the impact of prenatal exposure to environmental contaminants on brain development
The risks of in utero and early exposure to environmental contaminants, such as heavy metals and persistent organic pollutants, on child neurodevelopment is now established, however our understanding of how these contaminants alter the human brain is very limited. To address this issue, more effort must be made to integrate brain imaging tools with epidemiological studies. In this seminar, I will be presenting EEG and MRI data collected in birth-cohort studies where impairments of cognitive and sensory functions were observed in association with prenatal exposure to mercury, lead, PCB or organophosphate insecticides. Results obtained in children and adolescents suggest that each pollutant might affect different levels of brain processing and that frontal regions are particularly vulnerable.
Positive and negative feedback in seizure initiation
Seizure onset is a critically important brain state transition that has proved very difficult to predict accurately from recordings of brain activity. I will present new data acquired using a range of optogenetic and imaging tools to characterize exactly how cortical networks change in the build-up to a seizure. I will show how intermittent optogenetic stimulation ("active probing") reveals a latent change in dendritic excitability that is tightly correlated to the onset of seizure activity. This data relates back to old work from the 1980s suggesting a critical role in epileptic pathophysiology for dendritic plateau potentials. Our data show how the precipitous nature of the transition can be understood in terms of multiple, synergistic positive feedback mechanisms.
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