Introduction to Neuroscience Methods in Consumer Research

A set of flashcards covering key terms and concepts from Chapter 1 through Chapter 8, focusing on brain analysis techniques, imaging methods, and stimulation protocols used in consumer and marketing research.

Pepsi Blind Taste Test (1975)

A single-sip blindfold taste test conducted in 1975 where consumers preferred the taste of Pepsi over Coke due to Pepsi's higher sugar content.

New Coke (1985)

A reformulated beverage launched by Coca-Cola in 1985 in response to Pepsi's taste test results, which failed miserably and led Coke to return to its original formula.

Brain Imaging

A category of brain research methods that observes the brain as-is by taking static or functional pictures without manipulating neuronal activity, establishing correlation.

Brain Stimulation

A category of brain analysis methods that manipulates neuronal activity to determine where and how fast the brain responds, allowing researchers to study causation.

Correlation

A statistical relationship where two variables move together in one direction without one necessarily causing the other.

Causation

A direct cause-and-effect relationship where one specific factor directly produces or leads to an outcome.

Transcranial Magnetic Stimulation (TMS)

A painless, noninvasive brain stimulation technique using a coil placed on the head to send magnetic pulses into cortical regions, also used clinically to treat depression, OCD, anxiety, and smoking addiction.

Transcranial Direct Current Stimulation (tDCS)

An inexpensive and safe brain stimulation method that increases or decreases neuronal firing in targeted regions, though it is geographically less precise than TMS.

Transcranial Alternating Current Stimulation (tACS)

A safe, noninvasive brain stimulation method that uses low electrical currents up to $2\,\text{mA}$ to match the brain's natural wave patterns, useful in treating Parkinson's and Alzheimer's disease.

Neural Entrainment

The process by which an applied external electrical current matches and reinforces the brain's internal natural rhythmic wave patterns.

Neural Oscillations

The natural rhythmic wave patterns of electrical activity produced by neurons in the brain.

Deep Brain Stimulation (DBS)

An invasive brain stimulation technique involving the surgical placement of an electrode directly inside brain tissue, typically reserved for severe clinical conditions or surgical patients.

Vagus Nerve

The longest cranial nerve, attached to the spinal cord, which stimulates the parasympathetic nervous system to decrease stress by slowing heart rate, regulating breathing, and aiding digestion.

Electroconvulsive Therapy (ECT)

An invasive brain stimulation technique (commonly known as shock therapy) used primarily for treatment-resistant depression or schizophrenia, carrying potential cognitive side-effect risks.

Structural Neuroimaging

Imaging techniques, such as CT and MRI, that capture static pictures showing the anatomical layout and structure of brain regions ("where").

Functional Neuroimaging

Imaging techniques, such as fMRI and PET, that measure metabolic processes or blood flow changes to monitor brain function ("what the brain is doing").

Electrophysiological Techniques

Neural activity recording techniques, such as EEG, that measure the speed and real-time electrical communication between neurons.

Computed Tomography (CT) Scan

A quick structural imaging method using X-ray beams to identify brain abnormalities like hemorrhages, offering lower image contrast than MRI.

Magnetic Resonance Imaging (MRI)

A structural imaging technique that uses strong magnetic fields to interact with hydrogen atoms in water and body fat, producing high-resolution anatomical pictures.

Functional Magnetic Resonance Imaging (fMRI)

A functional neuroimaging technique that detects changes in oxygenated versus deoxygenated blood flow, offering superior spatial resolution to map emotions, reward, and attention.

Positron Emission Tomography (PET) Scan

A functional imaging method using an injected radioactive tracer produced by an on-site cyclotron to measure brain glucose metabolism and check for cancer metastasis.

Single-Photon Emission Computed Tomography (SPECT) Scan

A functional imaging technique that uses radioactive tracers emitting gamma rays to track localized blood flow, commonly used in stroke and epilepsy evaluations.

Functional Near-Infrared Spectroscopy (fNIRS)

An infant-friendly functional imaging technique that measures light absorption to differentiate between oxygenated and deoxygenated blood.

Electroencephalography (EEG)

An electrophysiological method using scalp electrodes to detect electrical signals in the cerebral cortex, providing exceptional temporal speed to identify exactly "when" the brain reacts.

Quantitative EEG (qEEG)

An advanced application of EEG that processes recorded electrical signals to generate color-coded topographical maps of brain activity.

Magnetoencephalography (MEG)

An electrophysiological technique that records brain activity by detecting the magnetic fields produced by neuronal electrical currents.

Electrocorticography (ECoG)

An invasive electrophysiological technique using electrode grids or strips placed directly on the exposed surface of the brain during surgery.

Local Field Potentials (LFP)

An invasive neuro-recording method using fine microelectrodes placed inside brain tissue, which is not applicable or used in marketing research.

fMRI and EEG Combo

The overall best combination technique for marketing research, blending high spatial resolution (fMRI) with high temporal speed (EEG).