Sex differences in high-level appreciation of automobile design-evoked gamma broadband synchronization

Abstract

The present study was conducted to provide neuroimaging correlates for neurodesign of automobile for marketing aesthetics, using event-related spectral perturbations (ERSPs) and participant reports. Thirty men and women aged 22-27 years were presented with various 3-dimensional automobile modelling shapes (rectangular, streamlined, and round), which were cross-matched with various interior colour tones (pure hue/vivid, light, and dark tones) in the experimental conditions, i.e., rectangular exterior with a vivid tone interior. The stimuli pairs were to be rated by participants to facilitate our understanding of the emotional dimensions of automotive design qualities. Significant differences were observed in the high gamma band of 80-100 Hz in the left temporal area between the two sexes. Men elicited a stronger high gamma band signals for dark colour tone interiors and rectangular or round automobile modelling designs because of the meaningful and comprehensible signals associated with the mechanisms of working memory. In contrast, women had fewer reactions than men, and elicited higher beta-band dynamics in the anterior cingulate cortex for rectangular automobile modelling design, and higher gamma-band dynamics for light colour tone interiors, which might relate to their higher self-awareness of positive emotional reward.

Reproducible Neuronal Components found using Group Independent Component Analysis in Resting State Electroencephalographic Data

“…Similarly, the medium MTC of 87% indicates that there is relatively little similarity or correspondence between the template and the scalp map. Similar components can be found in literature (Wang et al, 2019(Wang et al, , 2020 split into its left and right parts, others associate the bilateral pattern with the electrocardiogram (Radüntz et al, 2015).…”

“…For example, C4 (which we describe as a parietal component), can be found as a posterior alpha component (Artoni et al, 2014;Delorme et al, 2012;Tsai et al, 2006). Others, have a similar parietal label (Beldzik et al, 2017;Chen et al, 2013;Lai et al, 2012;Lin et al, 2012;Wang et al, 2019Wang et al, , 2020, and naturally some don't label the component at all (Bian et al, 2006;Gholamipour & Ghassemi, 2021;Radüntz et al, 2015). The labeling procedure is subjective, and it is difficult to assess the exact position of the component.…”

Reinvestigation of the Psychological Mechanisms of Construction Experience on Hazard Recognition Performance

“…We found spectral power in this hazard recognition task to be most pronounced in the gamma band (Figure 5a), indicating that the stimuli for construction scenarios could evoke high-frequency activity, which could reflect the participation of higher-order sensory and cognitive functions (Wang et al, 2020). Thus, the average power of the induced neural oscillatory activities in the gamma band (30–40 Hz), based on the 250- to 800-ms post-stimulus window, were extracted for the following statistical analysis.…”

Temporal and electroencephalography dynamics of surreal marketing

“…Red, blue, and green denoted an increase, decrease, and no significant difference in spectral power compared to baseline, respectively ( Pfurtscheller and Da Silva, 1999 ; Zhang and Gu, 2018 ). After obtaining the ERSP data, further research was conducted on the different frequency bands: gamma (γ, 31–100 Hz), beta (β, 14–30 Hz), alpha (α, 8–13 Hz), theta (θ, 4–7 Hz) and delta (δ, 1–3 Hz) ( Herrmann et al, 2016 ; Wang et al, 2018a , 2020 ). Paired sample t -tests were performed comparing the following experimental conditions: “high vs. low product curiosity,” “high vs. low product comprehension,” “high vs. low product preference,” “high vs. low purchase intention,” “singular vs. plural metaphorical sources,” “no vs. singular metaphorical source,” “no vs. plural metaphorical sources,” to determine whether there were significant differences in the spectral powers between the different conditions ( p < 0.05).…”