Bilgisayar Mühendisliği Bölümü Koleksiyonu

Permanent URI for this collectionhttps://hdl.handle.net/20.500.11779/1940

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Subject: search.filters.subject.Optical brain imaging

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  • Conference Object
    Neural Correlates of Identity Judgments in the Prefrontal Cortex: an Optical Brain Imaging (fnirs) Study
    (IEEE, 2023-07-05) Çakar, Tuna; Hohenberger, Annette
    The prefrontal cortex (PFC) plays a crucial role in human reasoning and decision-making. Studies using neuroimaging techniques have shown that situations involving conflicts lead to increased activity in both the prefrontal cortex and the anterior cingulate cortex (ACC). This research specifically investigates the activity in the prefrontal cortex when individuals assess statements related to identity. The results obtained through optical brain imaging (fNIRS) indicate that participants experience greater conflict when evaluating propositions they strongly disagree with, compared to propositions they strongly agree with. Furthermore, responses that are indeterminate lead to higher activation levels in prefrontal regions. Additionally, the analysis of the participants' reaction times reveals significant differences associated with the content of their responses.
  • Article
    Citation - WoS: 52
    Citation - Scopus: 66
    An Investigation of the Neural Correlates of Purchase Behavior Through Fnirs
    (Emerald Group Publishing Ltd, 2018-02-12) Cakir, Murat Perit; Yurdakul, Dicle; Girisken, Yener; Çakar, Tuna
    Purpose This study aims to explore the plausibility of the functional near-infrared spectroscopy (fNIRS) methodology for neuromarketing applications and develop a neurophysiologically-informed model of purchasing behavior based on fNIRS measurements. Design/methodology/approach The oxygenation signals extracted from the purchase trials of each subject were temporally averaged to obtain average signals for buy and pass decisions. The obtained data were analyzed via both linear mixed models for each of the 16 optodes to explore their separate role in the purchasing decision process and a discriminant analysis to construct a classifier for buy/pass decisions based on oxygenation measures from multiple optodes. Findings Positive purchasing decisions significantly increase the neural activity through fronto-polar regions, which are closely related to OFC and vmPFC that modulate the computation of subjective values. The results showed that neural activations can be used to decode the buy or pass decisions with 85 per cent accuracy provided that sensitivity to the budget constraint is provided as an additional factor. Research limitations/implications The study shows that the fNIRS measures can provide useful biomarkers for improving the classification accuracy of purchasing tendencies and might be used as a main or complementary method together with traditional research methods in marketing. Future studies might focus on real-time purchasing processes in a more ecologically valid setting such as shopping in supermarkets. Originality/value This paper uses an emerging neuroimaging method in consumer neuroscience, namely, fNIRS. The decoding accuracy of the model is 85 per cent which presents an improvement over the accuracy levels reported in previous studies. The research also contributes to existing knowledge by providing insights in understanding individual differences and heterogeneity in consumer behavior through neural activities.