A Willingness-to-Pay Associated Right Prefrontal Activation During a Single, Real Use of Lipsticks as Assessed Using Functional Near-Infrared Spectroscopy

Understanding consumer preferences and behavior is a major goal of consumer-oriented companies. The application of neuroscience to this goal is a promising avenue for companies. Previously, we observed a positive correlation during actual cosmetic use between the right dorsolateral prefrontal cortex...

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Autores principales:	Kazue Hirabayashi, Tatsuya Tokuda, Tomomi Nishinuma, Keith Kawabata Duncan, Keiko Tagai, Ippeita Dan
Formato:	article
Lenguaje:	EN
Publicado:	Frontiers Media S.A. 2021
Materias:	functional near-infrared spectroscopy (fNIRS) lipstick consumer neuroscience dorsolateral prefrontal cortex (dlPFC) prefrontal cortex willingness-to-pay (WTP) Neurology. Diseases of the nervous system RC346-429
Acceso en línea:	https://doaj.org/article/a490cef3b06e4cf985e86d21b276d237
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spelling	oai:doaj.org-article:a490cef3b06e4cf985e86d21b276d2372021-12-01T08:18:34ZA Willingness-to-Pay Associated Right Prefrontal Activation During a Single, Real Use of Lipsticks as Assessed Using Functional Near-Infrared Spectroscopy2673-619510.3389/fnrgo.2021.731160https://doaj.org/article/a490cef3b06e4cf985e86d21b276d2372021-11-01T00:00:00Zhttps://www.frontiersin.org/articles/10.3389/fnrgo.2021.731160/fullhttps://doaj.org/toc/2673-6195Understanding consumer preferences and behavior is a major goal of consumer-oriented companies. The application of neuroscience to this goal is a promising avenue for companies. Previously, we observed a positive correlation during actual cosmetic use between the right dorsolateral prefrontal cortex (dlPFC) activity, measured by functional near-infrared spectroscopy (fNIRS), and the associated willingness-to-pay (WTP) values. However, we were unable to find any consistent group differences in the right dlPFC between different powdery foundations. Thus, the main objective of this study was to replicate the previous study and in addition, we aimed to refine the method of the previous study to increase the chance that a difference in valuation between different products can be detected. Twenty-five frequent lipstick using females were asked to apply six different lipsticks to their lips and to record how much they were willing to pay. To maximize the variation of the subjective experience of the products and the associated brain activity, the most preferred color lipstick and a less preferred color lipstick were chosen for each participant, and each color of lipstick had three different textures (Lo, Mid, and Hi). The time series was analyzed with the general linear model (GLM) and the correlation between the right dlPFC beta scores for the lipsticks and their respective WTP values conducted for each participant. This revealed a significant positive correlation and replicated our previous study. Surprisingly, the lipstick color and the texture manipulations did not result in any consistent differences in WTP and similarly no consistent group differences in brain activations. This study replicates our previous study extending it to a different type of cosmetic. The right dlPFC activity during the use of cosmetics may be a potential brain-based personalization or product selection process biomarker.Kazue HirabayashiTatsuya TokudaTomomi NishinumaKeith Kawabata DuncanKeiko TagaiIppeita DanFrontiers Media S.A.articlefunctional near-infrared spectroscopy (fNIRS)lipstickconsumer neurosciencedorsolateral prefrontal cortex (dlPFC)prefrontal cortexwillingness-to-pay (WTP)Neurology. Diseases of the nervous systemRC346-429ENFrontiers in Neuroergonomics, Vol 2 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	functional near-infrared spectroscopy (fNIRS) lipstick consumer neuroscience dorsolateral prefrontal cortex (dlPFC) prefrontal cortex willingness-to-pay (WTP) Neurology. Diseases of the nervous system RC346-429
spellingShingle	functional near-infrared spectroscopy (fNIRS) lipstick consumer neuroscience dorsolateral prefrontal cortex (dlPFC) prefrontal cortex willingness-to-pay (WTP) Neurology. Diseases of the nervous system RC346-429 Kazue Hirabayashi Tatsuya Tokuda Tomomi Nishinuma Keith Kawabata Duncan Keiko Tagai Ippeita Dan A Willingness-to-Pay Associated Right Prefrontal Activation During a Single, Real Use of Lipsticks as Assessed Using Functional Near-Infrared Spectroscopy
description	Understanding consumer preferences and behavior is a major goal of consumer-oriented companies. The application of neuroscience to this goal is a promising avenue for companies. Previously, we observed a positive correlation during actual cosmetic use between the right dorsolateral prefrontal cortex (dlPFC) activity, measured by functional near-infrared spectroscopy (fNIRS), and the associated willingness-to-pay (WTP) values. However, we were unable to find any consistent group differences in the right dlPFC between different powdery foundations. Thus, the main objective of this study was to replicate the previous study and in addition, we aimed to refine the method of the previous study to increase the chance that a difference in valuation between different products can be detected. Twenty-five frequent lipstick using females were asked to apply six different lipsticks to their lips and to record how much they were willing to pay. To maximize the variation of the subjective experience of the products and the associated brain activity, the most preferred color lipstick and a less preferred color lipstick were chosen for each participant, and each color of lipstick had three different textures (Lo, Mid, and Hi). The time series was analyzed with the general linear model (GLM) and the correlation between the right dlPFC beta scores for the lipsticks and their respective WTP values conducted for each participant. This revealed a significant positive correlation and replicated our previous study. Surprisingly, the lipstick color and the texture manipulations did not result in any consistent differences in WTP and similarly no consistent group differences in brain activations. This study replicates our previous study extending it to a different type of cosmetic. The right dlPFC activity during the use of cosmetics may be a potential brain-based personalization or product selection process biomarker.
format	article
author	Kazue Hirabayashi Tatsuya Tokuda Tomomi Nishinuma Keith Kawabata Duncan Keiko Tagai Ippeita Dan
author_facet	Kazue Hirabayashi Tatsuya Tokuda Tomomi Nishinuma Keith Kawabata Duncan Keiko Tagai Ippeita Dan
author_sort	Kazue Hirabayashi
title	A Willingness-to-Pay Associated Right Prefrontal Activation During a Single, Real Use of Lipsticks as Assessed Using Functional Near-Infrared Spectroscopy
title_short	A Willingness-to-Pay Associated Right Prefrontal Activation During a Single, Real Use of Lipsticks as Assessed Using Functional Near-Infrared Spectroscopy
title_full	A Willingness-to-Pay Associated Right Prefrontal Activation During a Single, Real Use of Lipsticks as Assessed Using Functional Near-Infrared Spectroscopy
title_fullStr	A Willingness-to-Pay Associated Right Prefrontal Activation During a Single, Real Use of Lipsticks as Assessed Using Functional Near-Infrared Spectroscopy
title_full_unstemmed	A Willingness-to-Pay Associated Right Prefrontal Activation During a Single, Real Use of Lipsticks as Assessed Using Functional Near-Infrared Spectroscopy
title_sort	willingness-to-pay associated right prefrontal activation during a single, real use of lipsticks as assessed using functional near-infrared spectroscopy
publisher	Frontiers Media S.A.
publishDate	2021
url	https://doaj.org/article/a490cef3b06e4cf985e86d21b276d237
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A Willingness-to-Pay Associated Right Prefrontal Activation During a Single, Real Use of Lipsticks as Assessed Using Functional Near-Infrared Spectroscopy

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