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Decoding preferences based on functional magnetic resonance images manipulating social factors such as authority

Research Project

Project/Area Number 16K13460
Research Category

Grant-in-Aid for Challenging Exploratory Research

Allocation TypeMulti-year Fund
Research Field Social psychology
Research InstitutionToyama Prefectural University

Principal Investigator

Touyama Hideaki  富山県立大学, 工学部, 教授 (00401323)

Co-Investigator(Kenkyū-buntansha) 繁桝 博昭  高知工科大学, 情報学群, 准教授 (90447855)
Research Collaborator FAN Junwei  富山県立大学, 研究生
Project Period (FY) 2016-04-01 – 2018-03-31
Project Status Completed (Fiscal Year 2017)
Budget Amount *help
¥3,250,000 (Direct Cost: ¥2,500,000、Indirect Cost: ¥750,000)
Fiscal Year 2017: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
Fiscal Year 2016: ¥2,080,000 (Direct Cost: ¥1,600,000、Indirect Cost: ¥480,000)
Keywords機能的磁気共鳴画像 / 社会的要因操作 / 商品画像刺激 / 脳機能計測 / 嗜好情報抽出 / 感情刺激画像 / 消費者行動 / ニューロマーケティング
Outline of Final Research Achievements

In this research, based on the functional Magnetic Resonance Imaging technique, we aimed to reveal the influence of social factors such as critical opinion by authoritative others on the preference of individual person. Here, we investigated the reactions of male subjects when giving female group opinion or male group opinion.

We studied mainly two cases: The negative opinion from the authoritative others group and the negative opinion from the non-authoritative others group. As the results, is was found that the brain activity pattern of the frontal pole cortex is related to the degree of authority of the group. More detail investigation will be done with more number of participants in future study.

Report

(3 results)
  • 2017 Annual Research Report   Final Research Report ( PDF )
  • 2016 Research-status Report
  • Research Products

    (1 results)

All 2016

All Presentation (1 results) (of which Int'l Joint Research: 1 results)

  • [Presentation] Like or dislike analysis using fMRI data during the flower images evaluation2016

    • Author(s)
      Junwei Fan, Hiroaki Shigemasu, Motohiko Igata, Shintaro Katsura, and Hideaki Touyama
    • Organizer
      2016 International Symposium on Economics and Social Science, Summer Session
    • Place of Presentation
      Kyoto, Japan
    • Year and Date
      2016-07-12
    • Related Report
      2016 Research-status Report
    • Int'l Joint Research

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Published: 2016-04-21   Modified: 2019-03-29  

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