The neural substrate of maternal love in shopping: Mothers' willingness to pay for her child vs. for herself: An fMRI study

Chun-Chia Kung, Yang Yen Ou, Ding Ruey Yeh, Chung Fa Wang

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Mother love is essential for mother-child relationship, and is important for child's development. Despite of series of studies pertaining to the neural substrate of parental love, to date, however, no publication is found regarding the neural substrates of maternal love in shopping. In this study, we examined first-time mothers' brain activations in response to mother-related (purses, make-ups, and clothes) and children-related (toys, books, and clothes) items measured by fMRI. 22 (including 20 first-time) mothers were scanned with 3T MRI scanner. In children- vs. mother-related items, the expected mother-nature site, peri-aquductal grey (or PAG), was found to be more activated. In addition, 'Buy vs. NotBuy', as well as interaction of both factors, were both identified. In addition, voxelwise regressions yielded regions associated with mothers' buying characteristics. Lastly, we also implemented the multi-voxel pattern analysis and searchlight mapping to these data, with some preliminary results.

Original languageEnglish
Title of host publicationIEEE International Conference on Orange Technologies, ICOT 2014
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages137-140
Number of pages4
ISBN (Electronic)9781479962846
DOIs
Publication statusPublished - 2014 Nov 12
Event2014 IEEE International Conference on Orange Technologies, ICOT 2014 - Xi'an, China
Duration: 2014 Sep 202014 Sep 23

Other

Other2014 IEEE International Conference on Orange Technologies, ICOT 2014
CountryChina
CityXi'an
Period14-09-2014-09-23

All Science Journal Classification (ASJC) codes

  • Computer Science(all)
  • Engineering(all)

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    Kung, C-C., Ou, Y. Y., Yeh, D. R., & Wang, C. F. (2014). The neural substrate of maternal love in shopping: Mothers' willingness to pay for her child vs. for herself: An fMRI study. In IEEE International Conference on Orange Technologies, ICOT 2014 (pp. 137-140). [6956618] Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/ICOT.2014.6956618