ABSTRACT

Neuroscience has made rapid progress in recent years, and various workings of the brain continue to be elucidated . In addition to advancing research, these findings arc also being used in commercial areas . However, progress has been slow in quantification of the workings of brain activity and subsequent use for commercial purposes. In this study, we focused on "Aha" experiences (inspiration) among the various workings of the brain to quantify brain activity and apply it to Ncuromarketing. As a first step, we identified the characteristic changes in hemoglobin concentration in the brain during artificial "Aha" experiences using near-infrarcd spectroscopy (NIRS) . In the control experiment, no charactcristic changes were observed. In the main experiment, characteristic changes were observed only during the 30 seconds from the moment when the button was pressed . Consequently, the waveform at this time was considered to indicate characteristics of the time of Momentary Learning. In the main experiment, we found that the latency until the peak (MAX) was smallest in chI (center of right prefrontal area)

and ch22 (motor areas) , and that the response was earlier than in other channels. This may be because the right brain, which is responsible for intuition, was more active than other brain regions . This finding is consi stent with results [rom previous studies using MRI. Thus, it may be possible to conduct experimental measurements more easily using NIRS, which has fewer restrictions and lower costs than MRI.