PDF(Pubmed)
Abstract：
UNASSIGNED: There is a continuous consumer demand for ever superior cosmetic products. In marketing, various forms of sensory evaluation are used to measure the consumer experience and provide data with which to improve cosmetics. Nonetheless, potential downsides of existing approaches have led to the exploration of the use of neuroimaging methods, such as functional near-infrared spectroscopy (fNIRS), to provide addition information about consumers\' experiences with cosmetics. The aim of the present study was to investigate the feasibility of a real-time brain-based product evaluation method which detects the incongruency between a product, in this case lipstick, and a consumer\'s expectations.
UNASSIGNED: Thirty healthy, female, habitual lipstick users were asked to apply six different lipsticks varying in softness and to rate the softness of and their willingness to pay (WTP) for each lipstick. Cerebral hemodynamic responses in frontal areas were measured with fNIRS during lipstick application and analyzed using the general linear model (GLM). Incongruency scores between softness and expectation were calculated in order to understand how far removed each lipstick was from a participant\'s optimal softness preference. The correlation between brain activation (beta scores) during the application of each lipstick and the respective incongruency scores from each participant were acquired using semi-partial correlation analysis, controlling for the effects of WTP.
UNASSIGNED: We revealed a significant intra-subject correlation between incongruency scores and activation in the right inferior frontal gyrus (IFG). This confirms that as the texture incongruency scores increased for the lipstick samples, activation in each individual\'s right IFG also increased.
UNASSIGNED: The correlation observed between incongruency perceived by participants and activation of the right IFG not only suggests that the right IFG may play an important role in detecting incongruity when there is a discrepancy between the perceived texture and the consumer\'s expectations but also that measuring activity in the IFG may provide a new objective measurement of the consumer experience, thus contributing to the development of superior cosmetics.
UNASSIGNED: Thirty healthy, female, habitual lipstick users were asked to apply six different lipsticks varying in softness and to rate the softness of and their willingness to pay (WTP) for each lipstick. Cerebral hemodynamic responses in frontal areas were measured with fNIRS during lipstick application and analyzed using the general linear model (GLM). Incongruency scores between softness and expectation were calculated in order to understand how far removed each lipstick was from a participant\'s optimal softness preference. The correlation between brain activation (beta scores) during the application of each lipstick and the respective incongruency scores from each participant were acquired using semi-partial correlation analysis, controlling for the effects of WTP.
UNASSIGNED: We revealed a significant intra-subject correlation between incongruency scores and activation in the right inferior frontal gyrus (IFG). This confirms that as the texture incongruency scores increased for the lipstick samples, activation in each individual\'s right IFG also increased.
UNASSIGNED: The correlation observed between incongruency perceived by participants and activation of the right IFG not only suggests that the right IFG may play an important role in detecting incongruity when there is a discrepancy between the perceived texture and the consumer\'s expectations but also that measuring activity in the IFG may provide a new objective measurement of the consumer experience, thus contributing to the development of superior cosmetics.
摘要：
■消费者对优质化妆品的需求不断增加。在市场营销中,各种形式的感官评价被用来衡量消费者的体验，并提供改善化妆品的数据。尽管如此，现有方法的潜在缺点导致了对神经成像方法使用的探索，如功能近红外光谱(fNIRS)，提供有关消费者使用化妆品的体验的额外信息。本研究的目的是研究一种基于大脑的实时产品评估方法的可行性，该方法可以检测产品之间的不协调。在这种情况下，口红，和消费者的期望。
■三十岁健康，女性,习惯性口红使用者被要求使用六种不同的口红，并对每种口红的柔软度和支付意愿（WTP）进行评分。在口红使用过程中，用fNIRS测量额叶区域的脑血流动力学反应，并使用一般线性模型（GLM）进行分析。计算柔软度和期望值之间的不一致分数，以了解每种口红与参与者的最佳柔软度偏好之间的距离。使用半部分相关分析获得了应用每种口红期间的大脑激活（β评分）与每个参与者各自的不一致评分之间的相关性，控制WTP的影响。
■我们揭示了右额下回（IFG）不一致评分与激活之间的显着受试者内相关性。这证实了随着口红样品的质地不一致评分增加，每个人的右IFG的激活也增加了。
所观察到的参与者感知到的不一致与正确IFG的激活之间的相关性不仅表明，当感知到的质地与消费者的期望之间存在差异时，正确的IFG可能在检测不一致方面发挥重要作用，而且测量IFG中的活动可能会提供对消费者体验的新的客观测量，从而促进高级化妆品的开发。
■三十岁健康，女性,习惯性口红使用者被要求使用六种不同的口红，并对每种口红的柔软度和支付意愿（WTP）进行评分。在口红使用过程中，用fNIRS测量额叶区域的脑血流动力学反应，并使用一般线性模型（GLM）进行分析。计算柔软度和期望值之间的不一致分数，以了解每种口红与参与者的最佳柔软度偏好之间的距离。使用半部分相关分析获得了应用每种口红期间的大脑激活（β评分）与每个参与者各自的不一致评分之间的相关性，控制WTP的影响。
■我们揭示了右额下回（IFG）不一致评分与激活之间的显着受试者内相关性。这证实了随着口红样品的质地不一致评分增加，每个人的右IFG的激活也增加了。
所观察到的参与者感知到的不一致与正确IFG的激活之间的相关性不仅表明，当感知到的质地与消费者的期望之间存在差异时，正确的IFG可能在检测不一致方面发挥重要作用，而且测量IFG中的活动可能会提供对消费者体验的新的客观测量，从而促进高级化妆品的开发。
