We analyzed skin conductance response (SCR) as a psychophysiological index to evaluate affective aspects of consumer preferences for cosmetic products. To examine the test-retest reliability of association between preferences and SCR, we asked 33 female volunteers to complete two experimental sessions approximately 1 year apart. The participants indicated their preferences in a typical paired comparison task by choosing the better option from a combination of two products among four products. We measured anticipatory SCR prior to expressions of the preferences. We found that the mean amplitude of the SCR elicited by the preferred products was significantly larger than that elicited by the non-preferred products. The participants' preferences and corresponding SCR patterns were well preserved at the second session 1 year later. Our results supported cumulating findings that SCR is a useful index of consumer preferences that has future potential, both in laboratory and marketing settings.

In order to clarify the mechanism through which extract of Ginkgo biloba leaves (EGb) improves cognitive function, we examined the effects of EGb on cerebral blood oxygenation in the prefrontal cortex (PFC) and on performance during a working memory task, using near-infrared spectrometry (NIRS). First, we evaluated differences in behavioral performance of the Sternberg working memory test (ST) and in the activation pattern of the PFC during ST between 15 young and 19 middle-aged healthy women. Then, we examined the effect of EGb (120 mg/day for 6 weeks) on ST performance and PFC activation pattern in the middle-aged group. The middle-aged group exhibited a longer reaction time (RT) in ST than the young group and showed a different PFC activation pattern during ST, i.e., the middle-aged group showed bilateral activation while the young group showed right-dominant activation. In the middle-aged group, administration of EGb for 6 weeks shortened the RT of ST and changed the PFC activation pattern to right-dominant, like that in the young group. The results indicate the PFC plays a role in the physiological cognitive function-enhancing effect of EGb. EGb might improve working memory function in middle-aged individuals by counteracting the occurrence of aging-related hemispheric asymmetry reduction.

Online experimental methods are used in psychological studies investigating the perceptions and impressions of facial photographs, even without substantial evidence supporting their reliability and validity. Although, the quality of visual stimuli is more difficult to control remotely, the methods might allow us to obtain a large amount of data. Then the statistical analysis of a larger volume of data may reduce errors and suggest significant difference in the stimuli. Therefore, we analyzed the reliability and validity of online surveys in investigating the perceptions (shine, red, and dark) and impressions (attractiveness, trustworthy, and so on) of facial photographs created from averaged faces with skin tones modified using computer graphics (CG). In this study, we conducted online (Online1) and laboratory experiments with well-controlled conditions (Control). For each experiment, 50 participants (men and women in Japan, age: 20–59years) completed the same questionnaire regarding their impressions of the same 28 CG facial photographs. The results showed significant correlations between the two experiments for all 19 items in the questionnaire. SD in the Online1 compared to the Control from the stimuli and individual differences were 56–84 and 88–104% in each questionnaire items, respectively. Moreover, the rates of mismatching perceptual evaluations to the corresponding physical features demonstrated in the photographs were 4.9–9.7% on average in an additional online survey of another 2,000 participants (Online2). These results suggest that online surveys can be applied to experiments to investigate impressions from CG facial photographs instead of general laboratory experiment by obtaining an appropriate number of participants to offset larger statistical errors that may result from the increased noise in the data from conducting the experiment online.

The neurobiological basis of brand and product attachment has received much attention in consumer neuroscience research, although it remains unclear. In this study, we conducted functional MRI experiments involving female users of famous luxury brand cosmetics as participants, based on the regions of interest involved in human attachment and object attachment. The results showed that the left ventral pallidum (VP), which is involved in positive reward, and the right posterior cingulate cortex (PCC), which is involved in self-concept, a key concept in object attachment, are the core regions in cosmetic attachment. Moreover, the performed psychophysiological interaction analyses showed that VP-temporoparietal junction connectivity positively correlated with activity in the dorsal raphe nucleus, and PCC–anterior hippocampus (aHC) connectivity positively correlated with subjective evaluation of attachment. The former suggests that object attachment is a human-like attachment and a stronger tendency of anthropomorphism is associated with stronger feelings of security. The latter suggests that the individual’s concept of attachment as well as the relationships with the attached cosmetics are represented in the aHC, and the PCC–aHC associations produce subjective awareness of the attachment relationships. These associations between memory and reward systems have been shown to play critical roles in cosmetic attachment.

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