Multidimensional stimulus-response correlation reveals supramodal neural responses to naturalistic stimuli

In neuroscience, stimulus-response relationships have traditionally been analyzed using either encoding or decoding models. Here we combined both techniques by decomposing neural activity into multiple components, each representing a portion of the stimulus. We tested this hybrid approach on encephalographic responses to auditory and audiovisual narratives identically experienced across subjects, as well as uniquely experienced video game play. The highest stimulus-response correlations (SRC) were detected for dynamic visual features. During narratives both auditory and visual SRC were modulated by attention and tracked correlations between subjects. During video game play, SRC was modulated by task difficulty and attentional state. Importantly, the strongest component extracted for visual and auditory features had nearly identical spatial distributions, suggesting that the predominant encephalographic response to naturalistic stimuli is supramodal. The variety of novel findings demonstrates the utility of measuring multidimensional stimulus-response correlations.

Az árak észlelése és értékelése(Perception and Evaluation of Prices)

A 2008-ban kezdődött gazdasági válság a korábbiaknál is fontosabbá tette az árakat a vásárlók számára. Azt eddig is mindenki tudta, hogy az árak alapvetően befolyásolják a fogyasztók vásárlási döntését. Arra a kérdésre azonban, hogy miképpen, már nem mindig tudunk pontos választ adni. A közgazdaságtan szerint az árak csökkenése növeli a fogyasztók vásárlási hajlandóságát és fordítva, az árak emelkedése kisebbíti azt. A valóság azonban nem mindig írható le közgazdaságtani fogalmakkal vagy matematikai képletekkel. _______ Since the beginning of the global economic recession prices have become more and more important for sellers and buyers. To study the role of prices in consumer behaviour is a rather new field of marketing research. The paper starts out from the fact that prices can be regarded as a multidimensional stimulus, which influences the purchasing decision of consumers. The study describes the process how, in this multidimensional pricing environment, consumers get from the perception through the evaluation of prices to the purchasing decision. According to the model constructed by the author the perception of prices depends on the presentation of prices and on the willingness and ability of people to numerically perceive and evaluate the different presentations of prices. In the process how consumers get from the perceived prices through the excepted prices to the purchasing decision the perceived value plays the most important role. The perceived value is motivated by the internal and external reference prices and the perceived reference value. The paper comes to the conclusion that in recession and post recession times, companies are compelled to understand these processes better to be able to set their price points according to the changing buyers behaviour.