A neural predictor of cultural popularity

We use neuroimaging to predict cultural popularity — something that is popular in the broadest sense and appeals to a large number of individuals. Neuroeconomic research suggests that activity in reward-related regions of the brain, notably the orbitofrontal cortex and ventral striatum, is predictive of future purchasing decisions, but it is unknown whether the neural signals of a small group of individuals are predictive of the purchasing decisions of the population at large. For neuroimaging to be useful as a measure of widespread popularity, these neural responses would have to generalize to a much larger population that is not the direct subject of the brain imaging itself. Here, we test the possibility of using functional magnetic resonance imaging (fMRI) to predict the relative popularity of a common good: music. We used fMRI to measure the brain responses of a relatively small group of adolescents while listening to songs of largely unknown artists. As a measure of popularity, the sales of these songs were totaled for the three years following scanning, and brain responses were then correlated with these “future” earnings. Although subjective likability of the songs was not predictive of sales, activity within the ventral striatum was significantly correlated with the number of units sold. These results suggest that the neural responses to goods are not only predictive of purchase decisions for those individuals actually scanned, but such responses generalize to the population at large and may be used to predict cultural popularity.     

Extending the simultaneous-sequential paradigm to measure perceptual capacity for features and words

In perception, divided attention refers to conditions in which multiple stimuli are relevant to an observer. To measure the effect of divided attention in terms of perceptual capacity, we introduce an extension of the simultaneous-sequential paradigm. The extension makes predictions for fixed-capacity models as well as for unlimited-capacity models. We apply this paradigm to two example tasks, contrast discrimination and word categorization, and find dramatically different effects of divided attention. Contrast discrimination has unlimited capacity, consistent with independent, parallel processing. Word categorization has a nearly fixed capacity, consistent with either serial processing or fixed-capacity, parallel processing. We argue that these measures of perceptual capacity rely on relatively few assumptions compared to most alternative measures.     

Affect in the aftermath: how goal pursuit influences implicit evaluations

Previous research has shown that the activation of a goal leads to more implicit positivity toward goal-relevant stimuli. We examined how the actual pursuit of a goal influences subsequent implicit positivity toward such stimuli. Participants were consciously or non-consciously primed with a goal, or not, and then completed a goal-relevant task on which they succeeded or failed. We then measured their goal-relevant implicit attitudes. Those who were primed with the goal (consciously or non-consciously) and experienced success exhibited more implicit positivity toward the goal, compared with the no-goal condition. Experiencing failure in the goal priming conditions reduced implicit positivity toward the goal, indicating disengagement from the goal. We discuss the theoretical implications for understanding the role of implicit attitudes in self-regulation.