Abstract& We investigated the hypothesis that increased prefrontal activations in older adults are compensatory for decreases in medial-temporal activations that occur with age.

Functional magnetic resonance imaging (fMRI) was used to investigate whether semantic judgments about products and persons are processed similarly. Our results suggest they are not: comparisons of neural correlates of product versus human descriptor judgments indicated greater activation in the medial prefrontal cortex regions for persons; for products, activation was greater in the left inferior prefrontal cortex, an area known to be involved in object processing. These findings serve to challenge the view that processing of products and brands is akin to that of humans and set a precedent for the use of fMRI techniques in consumer neuroscience studies. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..

The lateral prefrontal cortex undergoes both structural and functional changes with healthy aging. In contrast, there is little structural change in the medial prefrontal cortex, but relatively little is known about the functional changes to this region with age. Using an event-related fMRI design, we investigated the response of medial prefrontal cortex during self-referencing in order to compare age groups on a task that young and elderly perform similarly and that is known to actively engage the region in young adults. Nineteen young (M age023) and seventeen elderly (M age072) judged whether adjectives described themselves, another person, or were presented in upper case. We assessed the overlap in activations between young and elderly for the self-reference effect (self vs. other person), and found that both groups engage medial prefrontal cortex and mid-cingulate during self-referencing. The only cerebral differences between the groups in self versus other personality assessment were found in somatosensory and motorrelated areas. In contrast, age-related modulations were found in the cerebral network recruited for emotional valence processing. Elderly (but not young) showed increased activity in the dorsal prefrontal cortex for positive relative to negative items, which could reflect an increase in controlled processing of positive information for elderly adults.

The present study investigates potential age differences in the self-reference effect. Young and older adults incidentally encoded adjectives by deciding whether the adjective described them, described another person (Experiments 1 & 2), was a trait they found desirable (Experiment 3), or was presented in upper case. Like young adults, older adults exhibited superior recognition for self-referenced items relative to the items encoded with the alternate orienting tasks, but self-referencing did not restore their memory to the level of young adults. Furthermore, the self-reference effect was more limited for older adults. Amount of cognitive resource influenced how much older adults benefit from self-referencing, and older adults appeared to extend the strategy less flexibly than young adults. Self-referencing improves older adults' memory, but its benefits are circumscribed despite the social and personally relevant nature of the task.