2024: Domino Containers - The Next Step. News from the Domino Container commu...
Overview of Neuroeconomics
1. An Overview of Neuroeconomics Dante Pirouz Doctoral Candidate Researcher Paul Merage School of Business February 7, 2008 Trial 1 T 0 0.5 1 1.5 2 2.5 3 3.5
12. Brain Imaging Techniques Methodology What is imaged? How? Electroencephalography (EEG) Changes in electrical brain current Electrodes placed on scalp measure electrical brain waves Computed (Axial) Tomography Scan (CT or CAT) X-ray images of the brain Multiple images (tomograms) are taken by rotating X-ray tubes. Does not image function Positron Emission Tomography (PET) Emissions from radioactive chemicals in the blood Radioactive isotopes injected into the blood are detected like X-rays Magnetoencephalography (MEG) Changes in electrical brain current Similar to EEG but magnetic brain waves are measured instead of electrical waves Functional Magnetic Resonance Imaging (fMRI) Blood flow; oxyhemoglobin to deoxyhemoglobin ratio Relies on magnetic properties of blood. Shows brain function spatially and temporally
20. The Dark Side of Product Attachment: The Neural Response to Addictive Product Cues Dante Pirouz, Doctoral Student Dr. Steve Cramer, Assistant Professor, Neuroanatomy/Neuroscience Connie Pechmann, Professor, Marketing Paul Rodriguez, Research Specialist, Cognitive Science University of California, Irvine Funded by a clinical research grant from UCI’s General Clinical Research Center (GCRC)