Understanding the buyer decision processes has been one of the core subjects for marketing researchers. Decision-making has been referred as a psychological construct, which could be inferred from the behavior as a commitment to an action. The main scope of this project has been centered at a blended approach between economic and psychological models of decision-making with giving more credit to the possible psychological and physiological counterparts of the buying process. The technological developments and interdisciplinary studies especially in the last decade have paved a valuable path for various research tools that could contribute to the classical models of marketing. The contribution of neuroscientific knowledge and methods has provided a considerable insight for the question what is happening inside the brain. Since neuroscience has targeted at investigating the human brain with respect to internal and external factors, an applied form of neuroscience, neuromarketing, has been useful for the marketing research in general and for modeling the buying processes in specific. Thepresent empirical study could be accepted as one of these initial steps and possible contributions in testing the role of neuroscientific methods in buyers’ decision processes and providing a useful insight in interpreting the prefrontal brain dynamics during their possible buying decisions. Buying decisions have been claimed to be “malleable” (Schwartz, 2004) associated with the available information beneath instead of having well-defined preferences (Bettman, Luce, & Payne 1998). It has been demonstrated that excessive prices have an impact on increasing the insular activity and decreasing the activity in the medial prefrontal cortex, which have been shown to be active during monetary decision-making processes (Knutson et al., 2007). It has also been argued that affect factors and unfair prices have a direct interrelationship (Xia, Monroe, & Cox, 2004). These findings have been in line with the somatic markers hypothesis by Bechara and Damasio (2005) who argue that our brains predict the possible outcomes in a setting depending on our interoceptive emotional signals prior to decision-making. These emotional signals have been considered to have direct guidance during decision-making processes like purchasing. Reward processingmagnitude and valence have been associated with economic transactions by using event-related potentials (Yeung&Sanfey, 2004). Prefrontal cortex has been found to be a critical region that is observed to be active during various cognitive processes including decision-making, executive functions and reasoning. The decision-making processes could generally be divided into two main segments: (1) cognitive and (2) emotional counterparts and prefrontal regions could simply be correlated with the cognitive aspects rather than the emotional side which is mostly considered to be driven by the subcortical regions. The neuroscientific studies in the literature shed light into this dissociation with various empirical findings such that nucleus accumbens activation correlates with reward anticipation, and medial prefrontal cortex (MPFC) activation correlates with gain outcomes (Knutson et al., 2001). Option valuation, probability estimation, reward and cost anticipation and strategy formation have been some of the decision processes that are considered to be executed by the prefrontal cortex. Medial prefrontal cortex has been shown to have a direct role in the calculation of values (or valuation) of options like the statement of the preferences with the presented product and it has been demonstrated that the activation in medial PFC has been in correlation with the subjective product preferences (Paulus & Frank, 2003). The preference judgments between healthy and unhealthy food items have also been shown to activate the medial prefrontal cortex during the valuation of the options (Hare et al., 2011). This valuation of options have been shown to be not restricted to product valuation but rather it is possible to speak of a general valuation system that is also effective in valuation of the monetary rewards (Bastenet al., 2010). Functional near-infrared spectroscopy (fNIRS) method has been utilized to investigate various cognitive faculties. Izzetoglu et al. (2007) used fNIR in a series of experiments to study brain activations during several types of tasks that measure cognitive output. They used a videogame-like task called the Warship Commander Task in which the participants tried to manage varying numbers of airplanes and the amount of cognitive load of the participants was quantified by fNIR. In other experiments, n-back task was used to investigate working memory load on the prefrontal cortex and anagram problems of varying difficulty were used to measure brain activations correlated to problem solving efforts. fNIR was also used in a visual oddball paradigm to assess attention levels of the participants. Across this series of studies, fNIR was shown to be a reliable method for quantification of prefrontal cortex activations. The change in the blood flow has already been shown to illustrate the activation level. Kumagai (2012) investigated personal product preference in fNIR study. Subjects were asked which one of the two products presented they would prefer and then were shown the same products consecutively before making a final decision. Researchers were able to classify product preferences by analyzing blood flow changesvia fNIR.A similar study was conducted by Luu and Chau (2009) to detect product preference via fNIR in a single-trial task. Subjects evaluated two possible products to state their preference and a single-trial task was adequate to analyze fNIR signal for preference detection. We have aimed to observe the neural correlates of buying versus non-buying decisions by using optic neuroimaging method, functional near infrared spectroscopy (fNIR). To the best of our knowledge, no study has directly investigated the fNIR correlates of buying versus non-buying. We have mostly adapted the experimental design of Knutson et al. (2007) that could be accepted as a realistic model for an idealized case of a possible buying decision by which the participants see a product image, then its price (under the product image) and finally the decision screen by which the participant has to respond positively or negatively to the buying decision. There have been four main hypotheses for this empirical study. Firstly, the preferences and buying decisions of the participantsduring the experiment are highly correlated with the consumption rates in their lives.The participants in both experiments are likely to choose the products, which they declare in the subjective reports. Secondly, the reaction times of the purchasing versus not purchasing decisions differ depending on the final decisions of the participants.Thirdly, the preference versus non-preference decisions of the participants causes different brain activation patterns via fNIR. Fourthly, the buying versus non-buying decisions of the participants causes different brain activation patterns via fNIR. The buying decisions would elicit more activation in the prefrontal regions due to the possible involvement of monetary-centered decisions as well as the contribution of working memory in these higher-order processes. This empirical project consists of two experiments. First one has been done without a real purchasing outcome –the participants were choosing to buy the products or not but they were not given the products at the end of the experiment. Whereas in the second experiment, the participants had the chance to buy the products they selected to buy. 78 products were used in the task and the total duration of the experiment was 26 minutes.The products consisted of 3 main groups: food, cleaning and personal care products. There were 39 products in the food group (e.g. milk, cheese, coke), 17 products in the cleaning group (e.g. detergents) and 22 products in the personal care group (e.g. deodorant, shampoo, toothpaste). The prices of the products were taken from the supermarkets around Ankara and Istanbul.28 participants have participated in the first round of the experiment, which has done without actual buying endowment but instead participants have pretended to buy the products that they actually preferred. The participants for this experiment were undergraduate students from the Middle East Technical University and they were paid 10 Turkish Liras for their participation in the experiment. The second experiment was performed with the same experimental design but this time each of the participants were given 10 TL for their participation and 40 TL to purchase the products they prefer during the experiment. 11 participants (6 males and 5 females) have attended to this second experiment. The participants were also told that if they do not purchase any products or they do not spend all of the money, they would be able to get half of the unspent money. Since the products have been presented with their actual market prices, it has been much more likely and advantageous for the participants to spend all of their money.The data of one of the participants was excluded due to handedness, and 2 of them were excluded due to excessive artifacts. After the completion of the task, each participant filled out a survey about their frequency of use (Range;1: Never – 5: Frequently) for each of the 78 products. The data obtained from 16 channels via fNIR at a temporal resolution of 2 Hz consists of 4 main parameters: Oxygenation (oxy), Total Hemoglobin (hbt), Hemoglobin (hb) and Hemoglobin 2 (hb2). Each reading is taken for 4 stages (fixation, picture, price, decision). The main underlying assumption has been to observe an increase in the relative concentrations of oxy and hbt values depending on the higher PFC activation during the product demonstration when compared to the fixation screen (that is presented before each block). Almost all of the channels illustrate a difference on average between buying and non-buying conditions. We have also expected to observe a significant difference in activation levels between purchasing and non-purchasing decisions. The processed data has been statistically analyzed with SPSS 20.0. Repeated Measures (RM) ANOVA has been performed in order to observe if the buying versus non-buying decisions had a statistically significant effect on the fNIR signals that are averaged for each block of product, price and decision screens. The independent variable has been the binary buying decisions of the participants. The results of the RM ANOVA test have demonstrated that the first experiment done with preference of the products do not implicate any significant difference between buying and non-buying decisions. Thus our third hypothesis was based on observing a significant change in prefrontal activations due to participants’ product preferences (versus non-preferences). Thus it is more likely that the non-monetary simulated “buying” decisions, which do not actually end with purchasing products, do not elicit sufficient activation in the prefrontal regions to provide a detectable difference between preferred and non-preferred cases. Whereas the same statistical test performed for the results of the second experiment implicate significant difference for the buying versus non-buying decisions for 2 of 16 voxels: V1, V8. For N=11, significant levels of activation was observed on Voxel 1, F(1.00, 9.00) = 8.35 , p < 0.2 (Greenhouse-Geisser corrected) and Voxel 8, F(1.00, 9.00) = 5.50 , p < .05 (Greenhouse-Geisser corrected). The waveforms averaged over 11 subjects show a significant separation among purchase and no purchase decisions especially in Voxels 1 and 8. This finding has been a support for our fourth hypothesis, which has been a modification of the third one. Our third and fourth hypothesis has hold that the buying decisions versus non-buying decisions elicit higher activation among the prefrontal cortices of the participants when the decisions end with the actual purchasing decision. To sum up, this empirical study could be accepted as a step for the specific research field of buying decision processes and neuromarketing research in general. The obtained results clearly implicate that specific prefrontal regions –both lateral and medial- might be activated differently depending on the final buying decisions via the optic neuroimaging device, fNIR. Beside the technical limitations such as the appropriate presentation time, this study performed with fNIR method could be used as a baseline work for understanding the psychological and physiological dynamics of buying decisions and in the short-term several factors can also be investigated with this method. Therefore, it might also be possible for researchers to adapt this methodology for the sector-specific marketing research especially for pricing in the long-run.

This study were to perform for verifying the activation areas in the human's brain during mastication by using functional-MRI (f-MRI) device on the basis of hypothesis regarding anatomical-physiological parts of brain processing the information of motor and sensory function, and to perform further more for a providing basic provisional foundation about diagnosis, treatment and prognosis of abnormal occlusion as applying functional MRI. Generally healthy 10 volunteers who have a normal occlusion were selected. The half of members of volunteers was female. Age distributions were approximately alike. Before taking a f-MRI, sufficient practice was carried out as strict standards and made volunteers be not sensible to sweet taste of gum through chewing gum for 30 minutes before taking a f-MRI. Functional images for all volunteers were firstly obtained, and then anatomical images were next. The functional images consisted of echo-planar image volumes which were sensitive to BOLD (blood oxygenation level-dependent) contrast in axial orientation. The volume covered the whole brain with a 64×64 matrix and 42 slices. Images with 64 volumes were acquired under periodic mastication. The orofacial sensorimotor cortex was primary responsible cerebral part during mastication and insula. And also supplementary motor area and cerebellum in brain were intimately connected with mastication. Other numerous anatomical parts of brain were activated in each volunteer during mastication, but there was no statistical significance in this experiment. Differences according to gender and age were no significance in this study. The f-MRI device showed the accurate and detailed image in activation area of brain through valuable device. It suggested that f-MRI might be helpful to establish the basis of funtional standard occlusion depend on activation area of brain.

목적:본 연구는 체계적 고찰을 통해 외상성 뇌손상 운전자의 운전능력 측정방법을 분석하고, 운전능력을 제시하고자 하였다.연구방법:2013년 4월∼5월까지 MEDLINE, Ovid, IOS press, OT seeker, Cochrane library, Science Direct 데이터베이스에서 ‘automobile driving (Mesh Term), drive, driver’와 ‘brain injury (Mesh Term), head injury’의 키워드로 검색하여, 최종적으로 10개의 연구를 선정하였다. 포함연구의 근거수준을 살펴보면 Ⅱ는 8개, Ⅲ은 1개, Ⅴ는 1개이었다. Down & Black 기준에 따른 방법론적 질을 살펴보면, 완벽과 우수 연구는 0개, 보통은 3개, 나쁨은 7개이었다. 혼합 연구를 Critical Appraisal Skills Program 질적 평가에 따라 분석한 결과, 우수한 수준이었다. 결과:운전능력측정 요인을 분석한 결과, 운전시뮬레이터는 8개의 요소, 자가측정보고는 7개의 요소, 실제도로평가는 6개의 요소로 분석되었다. 요소별 빈도는 보고된 교통사고(13.3%)가 가장 많았고, 다음으로는 운전능력에 관한 자기지각(10.0%)이었다. TBI 운전자의 운전능력을 분석한 결과, 보고되거나 보고되지 않은 교통사고 빈도가 일반 성인이나 CVA 운전자보다 높았고, 위험에 대한 속도는 정형외과 질환을 가진 운전자나 일반 성인보다 느렸다. 또한 TBI 비운전자 및 일반 성인보다 스스로의 운전능력에 대해 높이 평가하였다.결론:본 연구는 작업치료사가 TBI 환자의 운전능력 평가시 다양한 요소들을 활용할 수 있도록 제시하였고, TBI 환자의 운전 재개에 있어 적극적이고 지속적인 훈련 및 전략 관리가 필요함을 제안하였다.

한자의 결구(結構)와 형성(形聲) 관계가 일반적인 표음문자와는 다르다는 것 을, 대뇌에서 한자를 처리할 때의 반응에서 알 수 있다. 표음문자의 처리는 통상 대뇌의 우성(優性) 반구에 치우치며, 한자는 표음 문자에 비해 대뇌의 좌우 양측 의 자원을 비교적 많이 이용한다. 한자를 읽을 때 시각구에서 대뇌전부로 정보가 이동할 때 직접적인 한자와 어휘의 결합관계를 찾는데 집중하는데, 이는 형성관계 의 투명도가 비교적 높기 때문이라고 생각된다. 전통적인 교육은 형성 관계에 대 해 관심이 비교적 적었기 때문에 자형을 자음으로 전환시키는 가용의 정도나 중 요성은 상대적으로 낮았다. 대뇌의 전두엽 영역에서는 한자의 처리는 표음문자에 서도 사용하는 하전두엽 이랑 이외에도 표음문자에서 거의 사용하지 않는 중전두 엽 이랑과 전운동구에 영향을 주고 있다. 이는 한자학습에서 한자쓰기의 중요성을 반영하며, 표음 문자에 의한 입력이 한자 습득에 부정적인 영향을 미친다는 사실 을 알려주고 있다. 본문에서는 선을 이용하여 분석하고, 한자의 결구가 독음에 관한 정보를 증대시 키며, 이를 통해 한자 학습의 난이도와 부담을 덜어줄 수 있도록 그룹핑을 구성할 것을 제안하였다. 동시에 본문에서는 한자의 자모 사용은 유리한 그룹핑을 하는 것 이 외에 현재의 컴퓨터 사용과 한자 습득 간의 충돌을 해결하는 효과적인 방법 임을 지적하였다.

The purpose of this study was to identity the relationships of sub factor among the brain dominance thinking types(A,B,C,D quadrant thinking type) is based on the Whole Brain Modal and self-leadership by Manz. The subjects were 102 undergraduates students from the Hoseo university in Cheonan. The results of this study as follows ; first, the brain dominance thinking type A was the highest and type C was highly rated. Second, the brain dominance thinking type A was not correlated type C and type D. Third, the brain dominance thinking type C and self-leadership sub factor was significantly positively correlated.

◉ 목적 : 본 연구의 목적은 요리 치료 활동이 학령기 뇌병변 장애 아동의 실행 기능에 미치는 효과를 알아보는 것이다. ◉ 연구방법 : 본 프로그램은 학령기 뇌병변 남자 아동 6명을 대상으로아동이 흥미를 가지고 참여할 수 있는 요리치료 활동(12회기)으로 구성되었다. 활동 중 실행 기능 증진을 위해 단서 제공 시스템을 이용하였으며, 치료 전후 실행 기능의 비교를 위하여 운동 처리 기술 평가(AMPS)를 사용하였다. 처음과 마지막 회기를 제외한 10회기 동안 제공된 단서의 양과 수준을 분석하였고, 사회성숙도 검사, AMPS, 단서와의 상관관계를 조사하였다. ◉ 결과 : AMPS 평가 결과 모든 아동의 실행 기능이 증진되었으며, 3명의 아동에게서 유의미한 기능 증진이 나타났다. 제공된 단서의 양(21.33회에서 7.25회)과 수준(3.50에서 2.00)은 후반기로 진행될수록 감소되었다. 상관관계 조사 결과 사회성숙도는 AMPS 처리 기술(p<.05), 단서의 양(p<.01), 단서의 수준(p<.01)이 서로 유의미한 상관을 보였고, AMPS 처리 기술은 단서의 양(p<.05), 단서의 수준(p<0.5)과 음적 상관관계를 나타냈다. ◉ 결론 : 단서 제공 시스템을 이용한 요리 치료 활동을 통하여 일상생활에 도움을 줄 수 있는 실행 기능이 증진되었으며, 문제를 해결하는 데 필요한 단서의 양과 수준도 감소되는 것으로 확인되어, 추후 작업-지향적 활동으로서 요리 치료 프로그램이 아동의 실행 기능 증진에 중요한 역할을 할 것으로 기대된다.

이 연구는 성인 남녀 462명을 대상으로 사전 설문검사를 통해 성별, 손잡이, 혈액형, 연령 등의 개인별 특성 집단과 다중지능 유형별 점수를 분류하였다. 그런 다음 뇌파측정시스템을 이용하여 전전두엽 부위인 Fp1 과 Fp2 부위에 측정 전극을 부착하고 무자극 상태와 순수한 Pink noise 청각자극 상태에서의 집중력의 변화와 다중지능과의 관계를 알아보고자 하였다. 공분산분석 결과, 무자극에 비해 Pink noise 자극시 대상자 전체의 평균 집중력이 유의하게 높게 나타났다. 개인별 특성에서는 남녀 성별을 제외한 왼손잡이, A형, 30대 집단에서 집중력이 유의하게 높게 나타났다. 그리고 무자극에 비해 Pink noise 상태의 집중력은 공간적 지능과의 관계가 더욱 강화되었고, 음악적 지능과는 음적 상관관계를 형성하였다. 이러한 결과는 집중력 향상을 위한 Pink noise 활용 시 개인별 특성을 반영해야할 필요성이 있음을 시사하였다.

漢字和拼音文字在視覺形象、形聲配對透明度、以及形義配對透明度，三方面都明顯不同。無論是對母語或者二語者，漢字在教育方面，也別於拼音文字。正常和病理的人腦在處理這兩種文字時又有什麼異同？隨著現代世界的電腦普及以及漢字經過中文/漢字字母的數碼化，漢字又面對什麼挑戰和機遇？漢字教育又應該如何回變，如何使用新的認識？本文會檢討這三組問題並提出看法。

목적 : 본 연구의 목적은 뇌병변 장애인의 기초 인지지각과 운전적성 능력과의 관련성을 알아보고 운전능력 향상을 위해 인지지각 훈련의 중요성을 제시하고자 하였다. 연구방법 : 2011년 1월부터 2011년 9월까지 N원 운전평가 클리닉에서 가상현실운전시뮬레이터를 이용한 운전평가가 의뢰된 뇌병변 장애인 31명을 대상으로 K-MMSE (Korean version-Mini Mental State Examination)와 MVPT(Motor-free Visual Perception Test)를 이용한 기초 인지지각능력검사를 실시하였고, 가상현실 운전시뮬레이터를 이용한 운전 적성검사를 실시하였다. 결과 : K-MMSE 총점과 운전적성검사 영역의 반응시간과 동시조작 및 종합적 태도력, MVPT 총점과는 핸들조작 및 판단력, 동시조작 및 종합적 태도력에서 통계적으로 유의한 상관성을 보였다. 결론 : 기초 인지지각이 운전적성 및 운전수행에 영향을 준다는 것을 예측할 수 있었고, 따라서 운전수행 기술 향상을 위한 인지지각 향상 훈련이 중요함을 제시할 수 있었다. 또한, 현재 국내 인지재활치료 현장에서 운전이라는 특성화된 수행 영역에 적합한 인지지각 평가 도구 및 인지지각 훈련 프로그램이 필요할 것으로 사료된다.

음식물 섭취는 영양상태의 유지와 생존을 위해 필요하며, 미각은 가장 기본적인 감각 중의 하나이다. 맛을 느끼는 미각세포는 다섯 가지 기본 맛(단맛, 쓴맛, 짠맛, 신맛, 감칠맛)에 대해 반응한다. 그러나 뇌에서 맛감각의 처리과정과 미각피질의 조직화된 원리에 대한 이해는 여전히 부족한 실정이다. 최근 기능적 자기공명영상(fMRI), 뇌자도(MEG), 광영상(optical imaging)을 이용하여 미각 자극에 대한 뇌의 반응들을 영상화하는 연구들이 진행되고 있다. 뇌 활성 변화를 관찰할 수 있는 이들 뇌 영상 기법들은 서로 직접적인 비교 데이터를 제공하지는 못하지만, 이러한 기법들은 상호 보완적이다. 따라서 이러한 기법들을 이용한 데이터들의 상호비교는 미각 자극에 대해 반응하는 뇌의 시간-공간적인 활성 패턴 변화를 이해하는데 많은 도움을 준다. 본 연구는 감각 및 감성적 측면에서의 미각 자극에 따른 뇌의 정보처리에 있어서 미각영역의 활성화에 관한 영상매핑에 대해 최근까지 밝혀진 결과들과 연구동향을 소개하고자 한다. 미각 자극에 따른 뇌의 영상 변화를 관찰하여 구조해부학적 지도를 만드는 것은 매우 복잡한 미각의 신경회로망을 이해하는데 도움이 될 것으로 사료된다.

The purpose of this study was to investigate the effect of visual feedback on the postural control of stroke patients, by systematically varying conditions of visual feedback [eye-open condition (EO) vs. eye-closed condition (EC)], and base-support (both-side support, affected-side support, and unaffected-side support). In this study, we allocated 41 stroke patients with no damage in the cerebellum and visual cortex who can walk at least 10 meters independently, and 35 normal adults who have no experience of stroke to the control group. Both groups were asked to perform a "sit-to-stand" task three to five times, and their postural control ability was measured and compared in terms of asymmetric dependence (AD) instead of the traditional symmetric index (SI) in the literature. The results showed that although both subject groups maintained better postural control in the EO condition than in the EC condition, the patient group appeared to be more stable in EC than in EO when they were required to perform the task of the support condition given on the affected side. These results implied that visual feedback can impair stroke patients' postural control when it is combined with a specific support condition.

A number of Brain-Computer Interface (BCI) studies have been performed to assess the cognitive status through EEG signal. However, there are a few studies trying to prevent user from unexpected safety-accident in BCI study. The EEGs were collected from 19 subjects who participated in two experiments (rest & event-related potential measurement). There was significant difference in EEG changes of both spontaneous and event-related potential. Beta power and P300 latency may be useful as a biomarker for prevention of response to safety-accident.

목적 : 컴퓨터에 기초한 인지·지각 검사 도구인 CPAD를 이용하여 뇌손상 환자에서 합격군과 경계선군, 불합격군의 특성을 알아보고 안전 운전을 위해 필요한 기준을 제시하는데 기초 자료로 삼고자 한다. 연구방법 : 국립재활원 장애인 운전 평가 클리닉에 의뢰된 뇌병변 환자 187명을 대상으로 하여 운전경력 및 사고경험, 기저질환 유무, 시야 검사, 편무시, 신체 검진상 건측 및 환측에 있어서 근력, 구축, 경직, 뇌졸중 운동회복단계(brunnstrom stage), 감각 및 균형유지 능력과 자립 보행 가능과 보조기 사용 여부를 포함한 계단 오르내리기 시행가능 유무 및 CPAD를 이용한 인지·지각검사가 시행되었고 결측값을 제외하고 자료를 분석하였다. 결과 : 187명의 참가자 중에서 65명(34.8%)은 CPAD에서 통과하였고 41명(21.9%)은 실패하였으며 5명(2.7%) 은 경계선이었다. CPAD를 이용하여 뇌손상 환자에서 인지기능 관련 검사 결과 34.8%의 합격률을 보였고 나이가 어리고 뇌줄중 운동회복단계(brunnstrom stage)의 점수가 높을수록 유의하게 합격률이 높았다. 결론 : 본 연구를 통해 CPAD를 이용한 뇌손상 장애인의 인지·지각능력은 운전 가능성 여부를 결정할 수 있지만 안전한 운전능력을 파악하기 위해 더 많은 평가와 지속적인 연구가 필요할 것이다.

A number of Brain-Computer Interface (BCI) studies have been performed to assess the cognitive status through EEG signal. However, there are a few studies trying to prevent user from unexpected safety-accident in BCI study. The EEGs were collected from 19 subjects who participated in two experiments (rest & event-related potential measurement). There was significant difference in EEG changes of both spontaneous and event-related potential. Beta power and P300 latency may be useful as a biomarker for prevention of response to safety- accident.