Neural similarity at temporal lobe and cerebellum predicts out-of-sample preference and recall for video stimuli

Hang-Yee Chan, Ale Smidts, Vincent C. Schoots, Roeland C. Dietvorst and Maarten A. S. Boksem
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Hang-Yee Chan: Erasmus University Rotterdam
Ale Smidts: Erasmus University Rotterdam
Vincent C. Schoots: Erasmus University Rotterdam
Maarten A. S. Boksem: Erasmus University Rotterdam

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Abstract: The extent to which brains respond similarly to a specific stimulus, across a small group of individuals, has been previously found to predict out-of-sample aggregate preference for that stimulus. However, the location in the brain where neural similarity predicts out-of-sample preference remains unclear. In this article, we attempt to identify the neural substrates in three functional magnetic resonance imaging (fMRI) studies. Two fMRI studies (N = 40 and 20), using previously broadcasted TV commercials, show that spatiotemporal neural similarity at temporal lobe and cerebellum predict out-of-sample preference and recall. A follow-up fMRI study (N = 28) with previously unseen movie-trailers replicated the predictive effect of neural similarity. Moreover, neural similarity provided unique information on out-of-sample preference above and beyond in-sample preference. Overall, the findings suggest that neural similarity at temporal lobe and cerebellum – traditionally associated with sensory integration and emotional processing – may reflect the level of engagement with video stimuli.

Keywords: cognitive neuroscience; consumer neuroscience (search for similar items in EconPapers)
Date: 2019-08-15
Note: View the original document on HAL open archive server: https://hal.science/hal-03188209
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Citations: View citations in EconPapers (3)

Published in NeuroImage, 2019, 197, 391-401 p. ⟨10.1016/j.neuroimage.2019.04.076⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03188209

DOI: 10.1016/j.neuroimage.2019.04.076

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