Advertisement

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)

Abstract

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.

Keywords

Prefrontal asymmetry TRS-NIRS Lipstick Comfort 

Notes

Acknowledgments

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).

References

  1. 1.
    Lee N, Broderick AJ, Chamberlain L (2007) What is “neuromarketing”? A discussion and agenda for future research. Int J Psychophysiol 63:199–204CrossRefPubMedGoogle Scholar
  2. 2.
    Vecchiato G, Astolfi L, De Vico FF et al (2011) On the use of EEG or MEG brain imaging tools in neuromarketing research. Comput Intell Neurosci 2011:643489CrossRefPubMedPubMedCentralGoogle Scholar
  3. 3.
    Tanida M, Sakatani K, Takano R et al (2004) Relation between asymmetry of prefrontal cortex activities and the autonomic nervous system during a mental arithmetic task: Near infrared spectroscopy study. Neurosci Lett 369:69–74CrossRefPubMedGoogle Scholar
  4. 4.
    Tanida M, Katsuyama M, Sakatani K (2007) Relation between mental stress-induced prefrontal cortex activity and skin conditions: a near infrared spectroscopy study. Brain Res 1184:210–216CrossRefPubMedGoogle Scholar
  5. 5.
    Tanida M, Katsuyama M, Sakatani K (2008) Effects of fragrance administration on stress-induced prefrontal cortex activity and sebum secretion in the facial skin. Neurosci Lett 432:157–161CrossRefPubMedGoogle Scholar
  6. 6.
    Sakatani K (2012) Optical diagnosis of mental stress: review. Adv Exp Med Biol 737:89–95CrossRefPubMedGoogle Scholar
  7. 7.
    Ishikawa W, Sato M, Fukuda Y, Matsumoto T, Takemura N, Sakatani K (2014) Correlation between asymmetry of spontaneous oscillation of hemodynamic changes in the prefrontal cortex and anxiety levels: a near-infrared spectroscopy study. J Biomed Opt 19:027005CrossRefPubMedGoogle Scholar
  8. 8.
    Yokose N, Sakatani K, Murata Y et al (2010) Bedside monitoring of cerebral blood oxygenation and hemodynamics after aneurysmal subarachnoid hemorrhage by quantitative time-resolved near-infrared spectroscopy. World Neurosurg 73:508–513CrossRefPubMedGoogle Scholar
  9. 9.
    Katagiri A, Dan I, Tuzuki D et al (2010) Mapping of optical pathlength of human adult head at multi-wavelengths in near infrared spectroscopy. Adv Exp Med Biol 662:205–212CrossRefPubMedGoogle Scholar
  10. 10.
    Tanida M, Sakatani K, Tsujii T (2012) Relation between working memory performance and evoked cerebral blood oxygenation changes in the prefrontal cortex evaluated by quantitative time-resolved near-infrared spectroscopy. Neurol Res 34:114–119PubMedGoogle Scholar
  11. 11.
    Machida A, Shirato M, Tanida M et al (2016) Effects of cosmetic therapy on cognitive function in elderly women evaluated by time-resolved spectroscopy study. Adv Exp Med Biol 876:289–295CrossRefPubMedGoogle Scholar
  12. 12.
    Davidson RJ (1993) Cerebral asymmetry and emotion: conceptual and methodological conundrums. Cognit Emot 7:115–138CrossRefGoogle Scholar
  13. 13.
    Davidson RJ, Irwin W (1999) The functional neuroanatomy of emotion and affective style. Trends Cogn Sci 3:11–21CrossRefPubMedGoogle Scholar
  14. 14.
    Davidson RJ, Jackson DC, Kalin NH (2000) Emotion, plasticity, cortex, and regulation: perspectives from affective neuroscience. Psychol Bull 126:890–909CrossRefPubMedGoogle Scholar

Copyright information

© 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

Personalised recommendations