TY - GEN
T1 - The neural substrate of maternal love in shopping
T2 - 2014 IEEE International Conference on Orange Technologies, ICOT 2014
AU - Kung, Chun Chia
AU - Ou, Yang Yen
AU - Yeh, Ding Ruey
AU - Wang, Chung Fa
N1 - Publisher Copyright:
© 2014 IEEE.
PY - 2014/11/12
Y1 - 2014/11/12
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=84916242369&partnerID=8YFLogxK
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U2 - 10.1109/ICOT.2014.6956618
DO - 10.1109/ICOT.2014.6956618
M3 - Conference contribution
AN - SCOPUS:84916242369
T3 - IEEE International Conference on Orange Technologies, ICOT 2014
SP - 137
EP - 140
BT - IEEE International Conference on Orange Technologies, ICOT 2014
PB - Institute of Electrical and Electronics Engineers Inc.
Y2 - 20 September 2014 through 23 September 2014
ER -