The prediction of market-level food choices by the neural valuation signal

Neuroimaging studies have demonstrated the ability to use the brain activity of a group of individuals to forecast the behavior of an independent group. In the current study, we attempted to forecast aggregate choices in a popular restaurant chain. During our functional magnetic resonance imaging (f...

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Vydáno v:PloS one Ročník 18; číslo 6; s. e0286648
Hlavní autoři: Kislov, Andrew, Shestakova, Anna, Ushakov, Vadim, Martinez-Saito, Mario, Beliaeva, Valeria, Savelo, Olga, Vasilchuk, Aleksey, Klucharev, Vasily
Médium: Journal Article
Jazyk:angličtina
Vydáno: United States Public Library of Science 02.06.2023
Public Library of Science (PLoS)
Témata:
Analysis
Behavior
Biology and Life Sciences
Brain
Brain - diagnostic imaging
Brain mapping
Brain research
Chain restaurants
Consumer behavior
Diagnostic imaging
Evaluation
Food
Food habits
Food Preferences
Functional magnetic resonance imaging
Human subjects
Humans
Image processing
Magnetic resonance
Magnetic resonance imaging
Magnetic Resonance Imaging - methods
Medical imaging
Medicine and Health Sciences
Meta-analysis
Neostriatum
Neuroimaging
Physical Sciences
Popularity
Regression analysis
Research and Analysis Methods
Restaurants
Reward
Sales
Social networks
Social Sciences
Success
Valuation
Russia
ISSN:1932-6203, 1932-6203
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Shrnutí:Neuroimaging studies have demonstrated the ability to use the brain activity of a group of individuals to forecast the behavior of an independent group. In the current study, we attempted to forecast aggregate choices in a popular restaurant chain. During our functional magnetic resonance imaging (fMRI) study, 22 participants were exposed to 78 photos of dishes from a new menu of a popular restaurant chain. In addition to self-reported preferences, fMRI data was extracted from an a priori domain-general and task-specific region of interest—the ventral striatum. We investigated the relationship between the neural activity and real one-year sales provided by the restaurant chain. Activity in the ventral striatum, which was defined using the task-specific region of interest, significantly correlated (r = 0.28, p = 0.01) with one-year sales. A regression analysis, which included ventral striatum activity together with the objective characteristics of the products (price and weight), behavioral, and survey data, showed R 2 values of 0.33. Overall, our results confirm prior studies, which have suggested, that brain activity in the reward system of a relatively small number of individuals can forecast the aggregate choice of a larger independent group of people.
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Current address: International Laboratory of Social Neurobiology, Institute of Cognitive Neuroscience, Moscow, Russian Federation
Competing Interests: The authors have declared that no competing interests exist.
OS and AV also contributed equally to this work.
ISSN:1932-6203
1932-6203
DOI:10.1371/journal.pone.0286648