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 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

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

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

Case studies HM Clive Wearing Both had MRI scanning that showed where their brain damage had happened which provided insight into the relationship between cognitive factor and behaviour

Task Read the section on p. 87 and answer the following questions: What did Kilts investigate? What did Kilts found out? What type of scan was used in the tests? What are some fears about this kind of research (or findings) for the future?

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

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

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

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

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

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

Klits works with the US company Bright House Institute 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

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