Evaluation of Pleasure-Displeasure Induced by Use of Lipsticks with Near-Infrared Spectroscopy (NIRS): Usefulness of 2-Channel NIRS in Neuromarketing

  • M. Tanida
  • M. Okabe
  • K. Tagai
  • K. SakataniEmail author
Part of the Advances in Experimental Medicine and Biology book series (AEMB, volume 977)


In order to examine whether near-infrared spectroscopy (NIRS) would be a useful neuromarketing tool, we employed NIRS to evaluate the difference of pleasure-displeasure in women, induced by the use of different types of lipsticks. The subjects used lipsticks A and B; A is softer than B. Concentration changes of oxy-Hb were measured in the bilateral prefrontal cortex (PFC) during use of lipsticks A and B. We evaluated the right and left dominancy of PFC activity by calculating the Laterality Index (LI) (LI = leftΔoxy-Hb - rightΔoxy-Hb); positive LI indicates left-dominant activity while negative LI indicate right-dominant activity. We found a significant interaction between the use of lipsticks A and B, using a two-way factorial analysis of variance [F(1,13) = 9.63, p < 0.01]; Δoxy-Hb in the left PFC was larger than that in the right PFC during the use of lipstick A, while Δoxy-Hb in the right PFC tended to be larger than that in the left PFC during the use of lipstick B (p < 0.1). The LI of lipstick A was larger than that of lipstick B (paired T-test, p = 0.0083). We suggest that lipstick A caused a more positive emotional response than lipstick B, since greater left than right frontal cortical activity is associated with positive affect. These results suggest that 2-channel NIRS may be a useful neuromarketing tool, since it allows objective assessment of pleasure-unpleasure.


Prefrontal asymmetry TRS-NIRS Lipstick Comfort 



This research was supported in part by a Grant-in-Aid from the Ministry of Education, Culture, Sports, Sciences and Technology of Japan (Grant-in-Aid for Exploratory Research 25560356), and grants from Southern Tohoku Hospital (Fukushima, Japan) and Iing Co., Ltd. (Tokyo, Japan).


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© Springer International Publishing AG 2017

Authors and Affiliations

  1. 1.Shiseido Global Innovation CenterYokohamaJapan
  2. 2.NEWCAT Research Institute, Department of Electrical and Electronics EngineeringCollege of EngineeringFukushimaJapan
  3. 3.Department of Neurological Surgery, School of MedicineNihon UniversityTokyoJapan

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