Consumer Neuroscience 2.0:
from brain activity to psychological constructs
Th. March 8 16:00 'The Glass House'
Within consumer neuroscience, relationships between brain activity and stimuli are used to predict consumer behavior and preferences. Typically, these links consist of linear or near-linear relationships. In these relationships, for instance, activity within the nucleus caudate, fMRI or an EEG response is seen as relating directly to what the consumer perceives as valuable. An approach that has been the main driver for the development of consumer neuroscience over the last 10 years, and one that provides a fascinating first order approximation of automatic behavior.
However, within the brain, as in modern artificial intelligence systems, behavior is generated by non-linear transformations and interactions. With enough data and modern modeling approaches, it’s possible to build hierarchical models that are both capable of predicting behavior more accurately and linking brain data, via basic psychological processes, to high-level concepts such as “reliability” and “friendly”.
Throughout his presentation, H. Steven Scholte will discuss a number of these approaches – and how they perform. He will also explain how consumer-brand relationships are formed in accordance to the hierarchical modelling models he and his team have been developing: the pyramidal model. This model not only gives clearer insights and improved behavioral prediction, it also makes it possible to evaluate the degree to which advertisement material activates concepts such as “reliable” in the brain.
- Discover the ways how this new model can be used
- Understand how the presence of high-level associations (such as friendly) can be measured using BOLD-MRI.
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