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Full-Text Articles in Neuroscience and Neurobiology
Classical Conditioning Of Cognitive States, Arthur Burns
Classical Conditioning Of Cognitive States, Arthur Burns
Neuroscience Honors Papers
Classical conditioning has been a fundamental concept and practice throughout the history of psychology. While classical conditioning traditionally seeks to elicit target behaviors in correlation to specific stimuli, we sought to do the same with cognitive states in place of behaviors. Specifically, we wanted to determine the effectiveness of conditioning states of cognitive arousal in human participants in conjunction with cues presented in a designed learning task. We designed a cognitive task specifically for this research, referred to as “the Tone Pitching Task”, which utilized a combination of working memory and mental processing in order to elicit cognitive arousal and …
A Neuromarketing Study Of Consumer Satisfaction, Armando F. Rocha, Fábio T. Rocha, Lucia H. Arruda
A Neuromarketing Study Of Consumer Satisfaction, Armando F. Rocha, Fábio T. Rocha, Lucia H. Arruda
Armando F Rocha
The interest of marketing science in using neuroscience techniques to understand the consumer’s thought processes, dates back to the 1970s, when EEG data were recorded while subjects were watching TV commercials. Recently, fMRI was used to study the neural correlates of culturally based brands and neural predictors of purchases. These studies have discovered important properties of the neural circuits that are associated with consumer decision-making process and satisfaction. Here, EEG brain mapping was used to study the dynamics of the brain activity associated with these processes. The present study validated the EEG technology as an adequate neuromarketing tool and shows …