Multiple "buy buttons" in the brain: Forecasting chocolate sales at point-of-sale based on functional brain activation using fMRI

Simone Kühn; Enrique Strelow; Jürgen Gallinat

doi:10.1016/j.neuroimage.2016.05.021

Multiple "buy buttons" in the brain: Forecasting chocolate sales at point-of-sale based on functional brain activation using fMRI

Standard

Multiple "buy buttons" in the brain: Forecasting chocolate sales at point-of-sale based on functional brain activation using fMRI. / Kühn, Simone; Strelow, Enrique; Gallinat, Jürgen.

In: NEUROIMAGE, Vol. 136, 01.08.2016, p. 122-8.

Research output: SCORING: Contribution to journal › SCORING: Journal article › Research › peer-review

Harvard

Kühn, S, Strelow, E & Gallinat, J 2016, 'Multiple "buy buttons" in the brain: Forecasting chocolate sales at point-of-sale based on functional brain activation using fMRI', NEUROIMAGE, vol. 136, pp. 122-8. https://doi.org/10.1016/j.neuroimage.2016.05.021

APA

Kühn, S., Strelow, E., & Gallinat, J. (2016). Multiple "buy buttons" in the brain: Forecasting chocolate sales at point-of-sale based on functional brain activation using fMRI. NEUROIMAGE, 136, 122-8. https://doi.org/10.1016/j.neuroimage.2016.05.021

Vancouver

Kühn S, Strelow E, Gallinat J. Multiple "buy buttons" in the brain: Forecasting chocolate sales at point-of-sale based on functional brain activation using fMRI. NEUROIMAGE. 2016 Aug 1;136:122-8. https://doi.org/10.1016/j.neuroimage.2016.05.021

Bibtex

@article{5917d09bec194f22a24e9f41a98aff50,

title = "Multiple {"}buy buttons{"} in the brain: Forecasting chocolate sales at point-of-sale based on functional brain activation using fMRI",

abstract = "We set out to forecast consumer behaviour in a supermarket based on functional magnetic resonance imaging (fMRI). Data was collected while participants viewed six chocolate bar communications and product pictures before and after each communication. Then self-reports liking judgement were collected. fMRI data was extracted from a priori selected brain regions: nucleus accumbens, medial orbitofrontal cortex, amygdala, hippocampus, inferior frontal gyrus, dorsomedial prefrontal cortex assumed to contribute positively and dorsolateral prefrontal cortex and insula were hypothesized to contribute negatively to sales. The resulting values were rank ordered. After our fMRI-based forecast an instore test was conducted in a supermarket on n=63.617 shoppers. Changes in sales were best forecasted by fMRI signal during communication viewing, second best by a comparison of brain signal during product viewing before and after communication and least by explicit liking judgements. The results demonstrate the feasibility of applying neuroimaging methods in a relatively small sample to correctly forecast sales changes at point-of-sale.",

keywords = "Journal Article",

author = "Simone K{\"u}hn and Enrique Strelow and J{\"u}rgen Gallinat",

note = "Copyright {\textcopyright} 2016. Published by Elsevier Inc.",

year = "2016",

month = aug,

day = "1",

doi = "10.1016/j.neuroimage.2016.05.021",

language = "English",

volume = "136",

pages = "122--8",

journal = "NEUROIMAGE",

issn = "1053-8119",

publisher = "Academic Press",

}

RIS

TY - JOUR

T1 - Multiple "buy buttons" in the brain: Forecasting chocolate sales at point-of-sale based on functional brain activation using fMRI

AU - Kühn, Simone

AU - Strelow, Enrique

AU - Gallinat, Jürgen

PY - 2016/8/1

Y1 - 2016/8/1

N2 - We set out to forecast consumer behaviour in a supermarket based on functional magnetic resonance imaging (fMRI). Data was collected while participants viewed six chocolate bar communications and product pictures before and after each communication. Then self-reports liking judgement were collected. fMRI data was extracted from a priori selected brain regions: nucleus accumbens, medial orbitofrontal cortex, amygdala, hippocampus, inferior frontal gyrus, dorsomedial prefrontal cortex assumed to contribute positively and dorsolateral prefrontal cortex and insula were hypothesized to contribute negatively to sales. The resulting values were rank ordered. After our fMRI-based forecast an instore test was conducted in a supermarket on n=63.617 shoppers. Changes in sales were best forecasted by fMRI signal during communication viewing, second best by a comparison of brain signal during product viewing before and after communication and least by explicit liking judgements. The results demonstrate the feasibility of applying neuroimaging methods in a relatively small sample to correctly forecast sales changes at point-of-sale.

AB - We set out to forecast consumer behaviour in a supermarket based on functional magnetic resonance imaging (fMRI). Data was collected while participants viewed six chocolate bar communications and product pictures before and after each communication. Then self-reports liking judgement were collected. fMRI data was extracted from a priori selected brain regions: nucleus accumbens, medial orbitofrontal cortex, amygdala, hippocampus, inferior frontal gyrus, dorsomedial prefrontal cortex assumed to contribute positively and dorsolateral prefrontal cortex and insula were hypothesized to contribute negatively to sales. The resulting values were rank ordered. After our fMRI-based forecast an instore test was conducted in a supermarket on n=63.617 shoppers. Changes in sales were best forecasted by fMRI signal during communication viewing, second best by a comparison of brain signal during product viewing before and after communication and least by explicit liking judgements. The results demonstrate the feasibility of applying neuroimaging methods in a relatively small sample to correctly forecast sales changes at point-of-sale.

KW - Journal Article

U2 - 10.1016/j.neuroimage.2016.05.021

DO - 10.1016/j.neuroimage.2016.05.021

M3 - SCORING: Journal article

C2 - 27173762

VL - 136

SP - 122

EP - 128

JO - NEUROIMAGE

JF - NEUROIMAGE

SN - 1053-8119

ER -