No abstract

Consciousness Arrives Neurophysiological measures in human adults correspond to the transition between very brief, “unnoticeable,” and slightly longer-lived visual stimuli that penetrate deeply enough to leave a conscious imprint that subjects report they can “see.” Kouider et al. (p. 376 ) have performed parallel behavioral and neurophysiological studies in infants to identify a similar neural signal that appears to mark the development of visual consciousness.

Consumers frequently make decisions about how much they are willing to pay (WTP) for specific products and services, but little is known about the neural mechanisms underlying such calculations. In this study, we were interested in testing whether specific brain activation—the asymmetry in engagement of the prefrontal cortex—would be related to consumer choice. Subjects saw products and subsequently decided how much they were willing to pay for each product, while undergoing neuroimaging using electroencephalography. Our results demonstrate that prefrontal asymmetry in the gamma frequency band, and a trend in the beta frequency band that was recorded during product viewing was significantly related to subsequent WTP responses. Frontal asymmetry in the alpha band was not related to WTP decisions. Besides suggesting separate neuropsychological mechanisms of consumer choice, we find that one specific measure—the prefrontal gamma asymmetry—was most strongly related to WTP responses, and was most coupled to the actual decision phase. These findings are discussed in light of the psychology of WTP calculations, and in relation to the recent emergence of consumer neuroscience and neuromarketing.

Combining low-cost wireless EEG sensors with smartphones offers novel opportunities for mobile brain imaging in an everyday context. Here we present the technical details and validation of a framework for building multi-platform, portable EEG applications with real-time 3D source reconstruction. The system – Smartphone Brain Scanner – combines an off-the-shelf neuroheadset or EEG cap with a smartphone or tablet, and as such represents the first fully portable system for real-time 3D EEG imaging. We discuss the benefits and challenges, including technical limitations as well as details of real-time reconstruction of 3D images of brain activity. We present examples of brain activity captured in a simple experiment involving imagined finger tapping, which shows that the acquired signal in a relevant brain region is similar to that obtained with standard EEG lab equipment. Although the quality of the signal in a mobile solution using an off-the-shelf consumer neuroheadset is lower than the signal obtained using high-density standard EEG equipment, we propose mobile application development may offset the disadvantages and provide completely new opportunities for neuroimaging in natural settings.

Mobile brain imaging solutions, such as the Smartphone Brain Scanner, which combines low cost wireless EEG sensors with open source software for real-time neuroimaging, may transform neuroscience experimental paradigms. Normally subject to the physical constraints in labs, neuroscience experimental paradigms can be transformed into dynamic environments allowing for the capturing of brain signals in everyday contexts. Using smartphones or tablets to access text or images may enable experimental design capable of tracing emotional responses when shopping or consuming media, incorporating sensorimotor responses reflecting our actions into brain machine interfaces, and facilitating neurofeedback training over extended periods. Even though the quality of consumer neuroheadsets is still lower than laboratory equipment and susceptible to environmental noise, we show that mobile neuroimaging solutions, like the Smartphone Brain Scanner, complemented by 3D reconstruction or source separation techniques may support a range of neuroimaging applications and thus become a valuable addition to high-end neuroimaging solutions.