1. Use of Modern Technology
Investigating the relationship between cognitive factors and behavior

2. Neuro-imaging techniques
Obtain images of brain functioning and structures
Understand relationship between cognitive processes and behavior

3. PET Positron Emission Tomography
Scanning method that can measure important functions in the brain – glucose assumption, blood flow
Detect brain tumors or memory disorders due to Alzheimer’s
Able to identify cellular-level metabolic changes

4. New York University of Medicine
Developed brain-scan-based computer program that measures metabolic activity in hippocampus
PET Scan + computer program
Showed that in early stages of Alzheimer’s, there is reduction in brain metabolism (Lisa Mosconi 2005) even before the patients have detected something themselves

5. MRI Magnetic Resonance Imaging
Provides 3-dimensional picture of brain structures
Work by detecting changes in use of oxygen in blood
When area of brain is more active, it uses more oxygen
Used to monitor areas when performing cognitive tasks

6. Case studies HM Clive Wearing
Both had MRI scanning that showed where their brain damage had happened which provided insight into the relationship between cognitive factor and behaviour

7. Task Read the section on p. 87 and answer the following questions:
What did Kilts investigate?
What did Kilts found out?
What type of scan was used in the tests?
What are some fears about this kind of research (or findings) for the future?

8. Videos
Can brain scans tell us who makes a good chief executive? By Rory Cellan-Jones Technology correspondent, BBC News
Brain scan research 'reconstructs images from human minds'

9. Scanners can detect blood flow
Produces map showing which part of the brain is involved with a specific mental process

10. Role of Brain in Product Preferences
Clinton Klits, Emory University, 2003
Self-selected sample of volunteers
Ask to rate number of consumer goods (points according to attractiveness)
Participants were put into MRI scanner
Asked to rate pictures shown while scanner registered brain activity
Found out, there was activity in medial prefrontal cortex, as participants rated a product attractive

11. Medial Prefrontal Cortex
Plan complex cognitive behaviors
Basic activity is orchestration of thoughts and actions in accordance to internal goals

12. Pepsi or Coca Cola? Read Montague, Baylor College of Medicine
Invited 70 participants to a blind taste-test of cola
Pepsi was more preferred
When consumers were told which brand of cola during taste-test, they preferred Coca Cola
Found activity in ventral putamen of brain

13. Ventral Putamen Round structure located in forebrain
Regulate movements and influence learning
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14. Klits works with the US company Bright House Institute
Understanding of what happens in consumers’ heads when making a decision of consumer brands
Klits works with the US company Bright House Institute
Department for neurostrategy
You can use knowledge from neuromarketing to make tools for testing efficiency of marketing campaigns

15. HOWEVER Not everyone is happy about this development
Manipulation of people to serve your own ends