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Fulltext Can Brain Waves Really Tell If a Product Will Be Purchased? Inferring Consumer Preferences From Single-Item Brain Potentials

Goto N, Lim XL, Shee D, Hatano A, Khong KW, Buratto LG, et al.

Front Integr Neurosci, 2019;13:19.
PMID: 31316357 DOI: 10.3389/fnint.2019.00019

Recent research has shown that event-related brain potentials (ERPs) recorded while participants view lists of different consumer goods can be modulated by their preferences toward these products. However, it remains largely unknown whether ERP activity specific to a single consumer item can be informative about whether or not this item will be preferred in a shopping context. In this study, we examined whether single-item ERPs could reliably predict consumer preferences toward specific consumer goods. We recorded scalp EEG from 40 participants while they were viewing pictures of consumer goods and we subsequently asked them to indicate their preferences for each of these items. Replicating previous results, we found that ERP activity averaged over the six most preferred products was significantly differentiated from ERP activity averaged across the six least preferred products for three ERP components: The N200, the late positive potential (LPP) and positive slow waves (PSW). We also found that using single-item ERPs to infer behavioral preferences about specific consumer goods led to an overall predictive accuracy of 71%, although this figure varied according to which ERPs were targeted. Later positivities such as the LPP and PSW yielded relatively higher predictive accuracy rates than the frontal N200. Our results suggest that ERPs related to single consumer items can be relatively accurate predictors of behavioral preferences depending on which type of ERP effects are chosen by the researcher, and ultimately on the level of prediction errors that users choose to tolerate.
Fulltext Neural signals of selective attention are modulated by subjective preferences and buying decisions in a virtual shopping task

Goto N, Mushtaq F, Shee D, Lim XL, Mortazavi M, Watabe M, et al.

Biol Psychol, 2017 09;128:11-20.
PMID: 28666891 DOI: 10.1016/j.biopsycho.2017.06.004

We investigated whether well-known neural markers of selective attention to motivationally-relevant stimuli were modulated by variations in subjective preference towards consumer goods in a virtual shopping task. Specifically, participants viewed and rated pictures of various goods on the extent to which they wanted each item, which they could potentially purchase afterwards. Using the event-related potentials (ERP) method, we found that variations in subjective preferences for consumer goods strongly modulated positive slow waves (PSW) from 800 to 3000 milliseconds after stimulus onset. We also found that subjective preferences modulated the N200 and the late positive potential (LPP). In addition, we found that both PSW and LPP were modulated by subsequent buying decisions. Overall, these findings show that well-known brain event-related potentials reflecting selective attention processes can reliably index preferences to consumer goods in a shopping environment. Based on a large body of previous research, we suggest that early ERPs (e.g. the N200) to consumer goods could be indicative of preferences driven by unconditional and automatic processes, whereas later ERPs such as the LPP and the PSW could reflect preferences built upon more elaborative and conscious cognitive processes.
Fulltext Multiple group membership and executive function in a socioeconomically diverse sample

Goto N, Kusumasondjaja S, Tjiptono F, Lim SXL, Shee D, Hatano A, et al.

Sci Rep, 2024 Apr 30;14(1):9921.
PMID: 38688975 DOI: 10.1038/s41598-024-60534-4

Belonging to multiple groups is an important feature of our social lives. However, it is largely unknown if it is related to individual differences in cognitive performance. Given that changing self-identities linked to each group requires cognitive operations on knowledge bases associated with each group, the extent to which people belong to multiple groups may be related to individual differences in cognitive performance. Therefore, the main objective of this study was to test if multiple group membership is related to executive function task performance. A socioeconomically diverse sample of 395 individuals in Indonesia participated in this study. Our results show that multiple group membership was positively related to the 3-back working memory performance. However, we also found that this relationship was significant only among participants with high (not median or low) SES. We also observed that Contact diversity was negatively related to working memory performance among participants with low SES. Our results show that the complexity of our social lives is related to individual differences in executive function performance, although this seems to be constrained by SES.
The impact of heart rate-based drowsiness monitoring on adverse driving events in heavy vehicle drivers under naturalistic conditions

Wolkow AP, Rajaratnam SMW, Wilkinson V, Shee D, Baker A, Lillington T, et al.

Sleep Health, 2020 06;6(3):366-373.
PMID: 32340910 DOI: 10.1016/j.sleh.2020.03.005

OBJECTIVES: This study examined the influence of a wrist-worn heart rate drowsiness detection device on heavy vehicle driver safety and sleep and its ability to predict driving events under naturalistic conditions.
DESIGN: Prospective, non-randomized trial.
SETTING: Naturalistic driving in Malaysia.
PARTICIPANTS: Heavy vehicle drivers in Malaysia were assigned to the Device (n = 25) or Control condition (n = 34).
INTERVENTION: Both conditions were monitored for driving events at work over 4-weeks in Phase 1, and 12-weeks in Phase 2. In Phase 1, the Device condition wore the device operated in the silent mode (i.e., no drowsiness alerts) to examine the accuracy of the device in predicting driving events. In Phase 2, the Device condition wore the device in the active mode to examine if drowsiness alerts from the device influenced the rate of driving events (compared to Phase 1).
MEASUREMENTS: All participants were monitored for harsh braking and harsh acceleration driving events and self-reported sleep duration and sleepiness daily.
RESULTS: There was a significant decrease in the rate of harsh braking events (Rate ratio = 0.48, p