The Neural Correlates of Product Attachment to Cosmetics: Is It Similar to That of Attachment in Human Relationships?

Abstract

We used functional magnetic resonance imaging to investigate the similarities in the attachment toward individual's favorite cosmetics and beloved person, both of which are reinforced by touch-driven behaviors. We conducted 2 (visual and visual with tactile) × 2 (preferred and non-preferred cosmetics) experiments. Thereafter, we set regions of interest as per previous studies of human relationship attachment and tested their significance. The hippocampus, posterior cingulate cortex (PCC), putamen, periaqueductal gray (PAG), dorsal raphe nucleus (DRN), and ventral tegmental area were activated in the visual with tactile session, but not in the visual session, revealing that common brain regions are activated in human relationship attachment and attachment to cosmetics, and that tactile cue is important for attachment to cosmetics. Moreover, the PAG showed an interactive effect between tactile cue and preference, and the DRN positively correlated with "security" feeling associated with attachment. Activity in these regions was positively correlated with activity of the PCC and primary somatosensory cortex. This suggests that tactile discriminative cues induce the individual's autobiographical memories of using the cosmetics daily, and the DRN and PAG are activated in association with these memories. These serotonergic and oxytocinergic activities may be critical for the maintenance of attachment to cosmetics.

Visualizing the IKEA effect: experiential consumption assessed with fNIRS-based neuroimaging

“…Based these results, we suggest that the attachment to the products were generated during the DIY experience and the memory of the DIY experience was recalled by looking at pictures of the DIY products during the WTP measurement. On the other hand, Kikuchi et al (2021) described a positive correlation between brain areas related to memory (PCC-anterior hippocampus connectivity) and evaluation of attachment and revealed that greater product attachment evoked increased connectivity in memory-related regions. Unfortunately, the current study could not examine activations of these areas because they are located beyond the reach of near-infrared light.…”

“…For this reason, we refer to two types of previous studies. Kikuchi et al (2021) used fMRI to measure brain regions associated with attachment to cosmetics and reported that the left ventral pallidum (L-VP) and right posterior cingulate cortex (R-PCC) were activated. Minagawa-Kawai et al (2008) used fNIRS to measure brain functions related to attachment between mothers and infants and reported that the anterior orbitofrontal cortex (OFC) was activated.…”