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  1. Goto N, Lim XL, Shee D, Hatano A, Khong KW, Buratto LG, et al.
    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.
  2. Moritz GL, Melin AD, Tuh Yit Yu F, Bernard H, Ong PS, Dominy NJ
    PMID: 25120441 DOI: 10.3389/fnint.2014.00061
    The fovea is a declivity of the retinal surface associated with maximum visual acuity. Foveae are widespread across vertebrates, but among mammals they are restricted to haplorhine primates (tarsiers, monkeys, apes, and humans), which are primarily diurnal. Thus primates have long contributed to the view that foveae are functional adaptations to diurnality. The foveae of tarsiers, which are nocturnal, are widely interpreted as vestigial traits and therefore evidence of a diurnal ancestry. This enduring premise is central to adaptive hypotheses on the origins of anthropoid primates; however, the question of whether tarsier foveae are functionless anachronisms or nocturnal adaptations remains open. To explore this question, we compared the diets of tarsiers (Tarsius) and scops owls (Otus), taxa united by numerous anatomical homoplasies, including foveate vision. A functional interpretation of these homoplasies predicts dietary convergence. We tested this prediction by analyzing stable isotope ratios that integrate dietary information. In Borneo and the Philippines, the stable carbon isotope compositions of Tarsius and Otus were indistinguishable, whereas the stable nitrogen isotope composition of Otus was marginally higher than that of Tarsius. Our results indicate that species in both genera consumed mainly ground-dwelling prey. Taken together, our findings support a functional interpretation of the many homoplasies shared by tarsiers and scops owls, including a retinal fovea. We suggest that the fovea might function similarly in tarsiers and scops owls by calibrating the auditory localization pathway. The integration of auditory localization and visual fixation during prey detection and acquisition might be critical at low light levels.
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