Neuromarketing: Discovering the Somathyc Marker in the Consumer´s Brain

The present study explains the somatic marker theory of Antonio Damasio, which indicates that when making a decision, the stored or possible future scenarios (future memory) images allow people to feel for a moment what would happen when they make a choice, and how this is emotionally marked. This process can be conscious or unconscious. The development of new Neuromarketing techniques such as functional magnetic resonance imaging (fMRI), carries a greater understanding of how the brain functions and consumer behavior. In the results observed in different studies using fMRI, the evidence suggests that the somatic marker and future memories influence the decision-making process, adding a positive or negative emotional component to the options. This would mean that all decisions would involve a present emotional component, with a rational cost-benefit analysis that can be performed later.

Types of Epilepsies and Findings EEG- LORETA about Epilepsy

Neural activity in the human brain starts from the early stages of prenatal development. This activity or signals generated by the brain are electrical in nature and represent not only the brain function but also the status of the whole body. At the present moment, three methods can record functional and physiological changes within the brain with high temporal resolution of neuronal interactions at the network level: the electroencephalogram (EEG), the magnet oencephalogram (MEG), and functional magnetic resonance imaging (fMRI); each of these has advantages and shortcomings. EEG recording with a large number of electrodes is now feasible in clinical practice. Multichannel EEG recorded from the scalp surface provides very valuable but indirect information about the source distribution. However, deep electrode measurements yield more reliable information about the source locations intracranial recordings and scalp EEG are used with the source imaging techniques to determine the locations and strengths of the epileptic activity. As a source localization method, Low Resolution Electro-Magnetic Tomography (LORETA) is solved for the realistic geometry based on both forward methods, the Boundary Element Method (BEM) and the Finite Difference Method (FDM). In this paper, we review the findings EEG- LORETA about epilepsy.

Dual-Task – Immersion in the Interactions of Simultaneously Performed Tasks

With a long history, dual-task has become one of the most intriguing research fields regarding human brain functioning and cognition. However, findings considering effects of taskinterrelations are limited (especially, in combined motor and cognitive tasks). Therefore, we aimed at developing a measurement system in order to analyse interrelation effects of cognitive and motor tasks. On the one hand, the present study demonstrates the applicability of the measurement system and on the other hand first results regarding a systematisation of different task combinations are shown. Future investigations should combine imagine technologies and this developed measurement system.

Altered Network Organization in Mild Alzheimer's Disease Compared to Mild Cognitive Impairment Using Resting-State EEG

Brain functional networks based on resting-state EEG data were compared between patients with mild Alzheimer’s disease (mAD) and matched patients with amnestic subtype of mild cognitive impairment (aMCI). We integrated the time–frequency cross mutual information (TFCMI) method to estimate the EEG functional connectivity between cortical regions and the network analysis based on graph theory to further investigate the alterations of functional networks in mAD compared with aMCI group. We aimed at investigating the changes of network integrity, local clustering, information processing efficiency, and fault tolerance in mAD brain networks for different frequency bands based on several topological properties, including degree, strength, clustering coefficient, shortest path length, and efficiency. Results showed that the disruptions of network integrity and reductions of network efficiency in mAD characterized by lower degree, decreased clustering coefficient, higher shortest path length, and reduced global and local efficiencies in the delta, theta, beta2, and gamma bands were evident. The significant changes in network organization can be used in assisting discrimination of mAD from aMCI in clinical.

Can EEG Test Helps in Identifying Brain Tumor?

Brain tumor is inherently serious and life-threatening disease. Brain tumor builds the intracranial pressure in the brain, by shifting the brain or pushing against the skull, and also damaging nerves and healthy brain tissues. This intracranial pressure affects and interferes with normal brain functionality, which results in generation of abnormal electrical activities from brain. With recent development in the medical engineering and instruments, EEG instruments are able to record the brain electric activities with high accuracy, which establishes EEG as a primary tool for diagnosing the brain abnormalities. Research scholars and general physicians, often face difficulty in understanding EEG patterns. This paper presents the EEG patterns associated with brain tumor by combing medicine theory and neurologist experience. Paper also explains the pros-cons of the EEG based brain tumor identification.

Impact of Music on Brain Function during Mental Task using Electroencephalography

Music has a great effect on human body and mind; it can have a positive effect on hormone system. Objective of this study is to analysis the effect of music (carnatic, hard rock and jazz) on brain activity during mental work load using electroencephalography (EEG). Eight healthy subjects without special musical education participated in the study. EEG signals were acquired at frontal (Fz), parietal (Pz) and central (Cz) lobes of brain while listening to music at three experimental condition (rest, music without mental task and music with mental task). Spectral powers features were extracted at alpha, theta and beta brain rhythms. While listening to jazz music, the alpha and theta powers were significantly (p < 0.05) high for rest as compared to music with and without mental task in Cz. While listening to Carnatic music, the beta power was significantly (p < 0.05) high for with mental task as compared to rest and music without mental task at Cz and Fz location. This finding corroborates that attention based activities are enhanced while listening to jazz and carnatic as compare to Hard rock during mental task.