The usefulness of the averaging rule in consumer studies: A partial replication with an eye at neuroeconomics

IntroductionInformation Integration Theory models how different pieces of information are combined by people into unified judgments. Its contribution to decision-making and to consumer studies distinctly relies on a set of empirically established algebraic models for reflecting the cognitive structure of judgments and decisions (cognitive algebra). Among these, the averaging model has particular properties, allowing for operationally distinguishing between the elusive notions of psychological value and importance.ObjectivesThe main goal of the paper is to support the applicability and robustness of the averaging model in consumer studies, by partially replicating a published study that documented averaging. Additionally, it tentatively explores potential contributions of the averaging model to neuroeconomics, by simultaneously recording ratings and electroencephalographic (EEG) responses.MethodsTwenty-five participants rated on a satisfaction scale (format 0-20) a set of experimental conditions arising from the full factorial combination of three levels of sneakers’ branded models and three levels of purchase prices, expanded with conditions in which brands were presented in isolation (sub-design). Simultaneous electrophysiological monitoring was performed with an EEG mask (international system 10-20, referenced to the mastoid apophyses). Segmentation and processing of evoked response potentials were done in Matlab. Both ratings and magnitudes of event-related potentials (ERP) components were analyzed through inspection of the factorial plots with the support of repeated-measures ANOVAs.ResultsThe rating responses revealed an averaging model, with equal weighting in a cluster of subjects and differential weighting in another, but more overall importance of the branded model variable in both cases. The only tentative suggestions of relevant neural correlates involved the LPP and P300 components of the ERP and a reduced number of EEG channels (P4, P3, Fz and T3).ConclusionsThe averaging model is robustly applicable and useful in consumer studies, both for measurement (value and importance) and consumer segmentation (cognitively based clusterization) purposes. While calling attention to the later components of the ERP at specific topographies, the paucity of EEG results suggests that ERP peak amplitude may not be a useful measure for the purpose. Apart from that, a functional measurement approach to neuroeconomics seems feasible in principle and an explorable path in the future.     

Task-dependent modulation of word processing mechanisms during modified visual search tasks

During visual search for words, the impact of the visual and semantic features of words varies as a function of the search task. This event-related potential (ERP) study focused on the way these features of words are used to detect similarities between the distractor words that are glanced at and the target word, as well as to then reject the distractor words. The participants had to search for a target word that was either given literally or defined by a semantic clue among words presented sequentially. The distractor words included words that resembled the target and words that were semantically related to the target. The P2a component was the first component to be modulated by the visual and/or semantic similarity of distractors to the target word, and these modulations varied according to the task. The same held true for the later N300 and N400 components, which confirms that, depending on the task, distinct processing pathways were sensitized through attentional modulation. Hence, the process that matches what is perceived with the target acts during the first 200?ms after word presentation, and both early detection and late rejection processes of words depend on the search task and on the representation of the target stored in memory.     

Attention modulates somatosensory influences in passive speech listening

Previous studies showed that manipulating the speech production system influenced speech perception. This influence was mediated by task difficulty, listening conditions, and attention. In the present study we investigated the specificity of a somatosensory manipulation – a spoon over the tongue – in passive listening. We measured the mismatch negativity (MMN) while participants listened to vowels that differ in their articulation – the tongue height – and familiarity – native and unknown vowels. The same participants heard the vowels in a spoon and no-spoon block. The order of the blocks was counterbalanced across participants. Results showed no effect of the spoon. Instead, starting with the spoon enhanced the MMN amplitude. A second experiment showed the same MMN enhancement for starting with a somatosensory manipulation applied to a non-articulator – the hand. This result suggests that starting a study with a somatosensory manipulation raises attention to the task.     

Regional brain activity during face and word discrimination: simultaneous recording of event-related potentials and positron emission tomography

In order to clarify the brain mechanisms involved in the recognition of faces, words, and figures, spatiotemporal analyses were carried out with event-related potentials (ERPs) and positron emission tomography (PET) in normal subjects. In the first experiment, we analyzed the ERPs of eight normal subjects under a passive habituation paradigm using pictures of faces and letters. In the second experiment, regional cerebral blood flow (rCBF) measured using PET was obtained simultaneously with the ERP recordings during a continuous performance task (CPT) in 12 normal subjects. This required the active discrimination of famous people's faces, meaningful words consisting of two Japanese hiragana characters, and simple geometric figures. There were similar deflections in the global field power (GFP) in the first 200 ms of the passive and active tasks, regardless of type of stimuli. This suggests a common time course in the visual information processing mechanisms during the preattentive stage. Mesiotemporal activity, dominant on the right, was seen during the face discrimination task in both the PET results and the ERP topographies. In the word task, activity that was clearly dominant on the left was observed at around a 160 ms latency in the posteriotemporal region of the ERP topography and this again coincided well with the PET data. The spatiotemporal resolution of the analyses was improved by combining PET and topographic ERP studies, and this provided additional neurophysiological information concerning cognitive processing.     

Encouraging performance monitoring promotes proactive control in children

Monitoring progression towards one's goals is essential for efficient cognitive control. Immature performance monitoring may contribute to suboptimal cognitive control engagement in childhood, potentially explaining why children engage control reactively even when proactive control would be more effective. This study investigated whether encouraging children to actively monitor their performance results in more mature control engagement. Electroencephalography data were collected while children and adults performed a flanker task in three conditions in which they were provided no feedback, standard feedback, or were asked to estimate their own feedback. Both age groups accurately estimated their own feedback. Critically, feedback estimation promoted online performance monitoring and proactive engagement of attention and inhibition during the flanker period in children. These findings indicate that proactive control engagement in childhood can be effectively supported by encouraging performance monitoring.     

Habituation of the orienting reflex and the development of Preliminary Process Theory

The orienting reflex (OR), elicited by an innocuous stimulus, can be regarded as a model of the organism’s interaction with its environment, and has been described as the unit of attentional processing. A major determinant of the OR is the novelty of the eliciting stimulus, generally operationalised in terms of its reduction with stimulus repetition, the effects of which are commonly described in habituation terms. This paper provides an overview of a research programme, spanning more than 30 years, investigating psychophysiological aspects of the OR in humans. The major complication in this research is that the numerous physiological measures used as dependent variables in the OR context fail to jointly covary with stimulus parameters. This has led to the development of the Preliminary Process Theory (PPT) of the OR to accommodate the complexity of the observed stimulus–response patterns. PPT is largely grounded in autonomic measures, and current work is attempting to integrate electroencephalographic measures, particularly components in the event-related brain potentials reflecting aspects of stimulus processing. The emphasis in the current presentation is on the use of the defining criteria of the habituation phenomenon, and Groves and Thompson’s Dual-process Theory, in the development of PPT.     

传递性推理的ERP研究

以抽象的内容作为实验材料,测定15名大学生在完成三种不同类型的传递性推理任务和基线任务(记忆判断任务)时的事件相关电位(ERP),探讨传递性推理过程的脑内时程动态变化。研究发现,三种推理任务所诱发的波形基本一致,而推理任务与基线任务之间的ERP波形存在明显的差异。这说明对于传递性推理,被试可能是根据视觉的空间表征对信息进行加工的,结果进一步支持了心理模型理论。     

Adapting to changing memory retrieval demands: Evidence from event-related potentials

This study investigated preparatory processes involved in adapting to changing episodic memory retrieval demands. Event-related potentials (ERPs) were recorded while participants performed a general old/new recognition task and a specific task that also required retrieval of perceptual details. The relevant task remained either constant or changed (predictably or randomly) across trials. Responses were slowed when participants switched from the specific to the general task but not vice versa. Hence, asymmetrical switch costs were observed, suggesting that retrieval preparation is dependent not only on the current retrieval goal but also influenced by recent retrieval attempts. Consistently, over posterior scalp regions ERPs associated with advance preparation were modulated by the preceding task, reflecting increased attentional selection requirements for the general task, and by the foreknowledge about the task sequence. When retrieval demands remained constant, frontal slow-waves elicited by retrieval-cues were more positive going for the specific task, indicating full implementation of a retrieval orientation that allows more efficient retrieval of perceptual details.     

Behavioral and electrophysiological evidence for the impact of regional variation on phoneme perception

This event-related potential (ERP) study examined the impact of phonological variation resulting from a vowel merger on phoneme perception. The perception of the /e/-/ε/ contrast which does not exist in Southern French-speaking regions, and which is in the process of merging in Northern French-speaking regions, was compared to the /ø/-/y/ contrast, which is stable in all French-speaking regions. French-speaking participants from Switzerland for whom the /e/-/ε/ contrast is preserved, but who are exposed to different regional variants, had to perform a same-different task. They first heard four phonemically identical but acoustically different syllables (e.g., /be/-/be/-/be/-/be/), and then heard the test syllable which was either phonemically identical to (/be/) or phonemically different from (/bε/) the preceding context stimuli. The results showed that the unstable /e/-/ε/ contrast only induced a mismatch negativity (MMN), whereas the /ø/-/y/ contrast elicited both a MMN and electrophysiological differences on the P200. These findings were in line with the behavioral results in which responses were slower and more error-prone in the /e/-/ε/ deviant condition than in the /ø/-/y/ deviant condition. Together these findings suggest that the regional variability in the speech input to which listeners are exposed affects the perception of speech sounds in their own accent.     

Where has all the inhibition gone? Insights from electrophysiological measures into negative priming without probe distractors

Responses to probe targets that have been distractors in a prime display are slower than responses to unrepeated stimuli, a finding labeled negative priming (NP). However, without probe distractors the NP effect usually diminishes. The present study is the first to investigate ERP correlates of NP without probe distractors to shed light on the processes underlying NP. Based on existing findings in the field, we analyzed two ERP correlates that have been associated with the visual NP effect so far, namely the N200 and the P300. As expected, no behavioral NP effect as well as no N200 modulation emerged. However, the P300 component was enhanced when a prime distractor was repeated as the probe target. This effect is interpreted as reflecting automatic retrieval of the prime episode occurring independently of the presence of probe distractors.