Transcript Dr. Dimoka’s Neuroeconomics Research

Neural Correlates of Consumer
Behavior in Online
Marketplaces: An fMRI Study
Leallyn Murtagh
Department of Biomedical Engineering
University of Southern California, Los Angeles, CA 90007
Angelika Dimoka
Department of Bioengineering
University of California-Riverside, Riverside, CA 92521
Introduction
Neuroscience Information Systems Lab
 Joint project between:
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Department of Bioengineering at UCR
Department of Information Systems at UCR
Department of Biomedical Engineering at USC
Background
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Cognitive neuroscience
 fMRI measures hemodynamics
Social sciences
 Uncertainty
 Trust
 Purchase Intentions
Neuroeconomics
 A branch of neuroscience that focuses on consumer
decision-making and interaction
Goals
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Develop a methodology
for localizing neural
correlates of constructs
Further our
understanding of the
brain
Enhance online
transactions to benefit
society
The Experiment
Amazon
Matrix
The Protocol
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Amazon vs. Matrix
Likert-type questionnaire
80 questions total
The Protocol
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Amazon vs. Matrix
Likert-type questionnaire
80 questions total
10 s intervals
Followed by paper survey
Analysis
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Preprocessing
Statistical Analysis with SPM2
Neuroscience evaluation
Results for Uncertainty
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Amazon: Inferior Parietal
Cortex (IPC)
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Matrix: Orbitofrontal Cortex
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High levels of uncertainty
Dorsolateral prefrontal
cortex (DLPFC)
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Low levels of uncertainty
Anticipation of reward
Working memory
Medial frontal gyrus (MFG)
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Voluntary movement
Results for Trust
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Amazon: Lateral
prefrontal cortex (LPFC)
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Amazon: Right putamen
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Delayed rewards
Positive reward prediction
Matrix: Orbitofrontal
Cortex
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Lack of trust
Results for Intention
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Amazon: Ventrolateral
prefrontal cortex (VLPFC)
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Amazon: Bilateral
amygdala
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Positive reward prediction
Amazon: Insular Cortex
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Higher intentions
Negative emotions
Matrix: Left putamen
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Error in prediction
Conclusions
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Preliminary results show the method’s potential in
localizing neural correlates of constructs
Challenges previous linear assumptions
Enhances our knowledge of how brain activity
corresponds to social phenomena
Characterizes the ideal website
Thank You
Acknowledgements:
Dr. Angelika Dimoka
Bryan Yeh
Farouk Bruce
Gabrielle Goodman
Dr. Victor Rodgers
And the BRITE REU Program
Questions?