Title Page
초록
ABSTRACT
Contents
CHAPTER 1. INTRODUCTION 16
Purpose of This Dissertation 18
Organization of the Dissertation 20
CHAPTER 2. THEORETICAL BACKGROUND 22
1. Individual Difference Factors 22
Self-control 22
Temporal Discounting Rate 25
Anticipation 26
Representation 28
Mood 29
2. Individual Difference Measures 30
Self-Reported Measures 30
Anhedonia Scale 31
Barratt Impulsiveness Scale (BIS) 32
Impulsive Buying Scale (IBS) 33
Behavioral Measures 34
Neural Measures 35
3. Research Questions 41
CHAPTER 3. STUDY 1: HEDONIC ORIENTATOIN AND TEMPORAL DISCOUNTING 42
Participants 42
Personality Traits Measures 42
Stimulus Materials 44
Experimental Procedure 46
Results 49
Baseline Theta Activations 51
Theta Activations during Temporal Discounting Trials 53
A Direct Investigation in Frontal Theta Activation and Discounting Rate 55
Discussion 56
CHAPTER 4. STUDY 2: SUBSTANCE (CHOCOLATE) EFFECT ON TEMPORAL DISCOUTING 58
Participants 58
Stimulus Materials 59
Procedure 61
Results and Discussions 62
CHAPTER 5. GENERAL DISCUSSION AND CONCLUSION 68
CHAPTER 6. IMPLICATIONS AND LIMITATIONS 70
Theoretical Implications 70
Managerial Implications 71
Limitations 72
CHAPTER 7. OVERVIEW OF NEUROMARKETING 75
BIBLIOGRPHAY 80
APPENDCIES 13
Appendix 1. Laboratory Settings 90
Appendix 2. Temporal Discounting Trials (10 trials) in Study 1 91
Table 2-1. Brain Regions of X-and C-System 37
Table 3-1. Hedonic Orientation Survey 43
Table 3-2. Temporal Discounting Trials(10 trials) 44
Table 3-3. Participants Grouping 50
Table 3-4. Absolute Theta Activations during Eye-closed Condition 52
Table 3-5. Theta Activation in Trial 2 & Trial 10 53
Table 3-6. Mean Comparisons of Theta Activation in 10 Trials 54
Table 3-7. Trials with a Discounting Rate (k) of 0.006 55
Table 3-8. Correlations between Theta Activity and Discounting Rate 56
Table 4-1. 'Before Chocolate' Trials 60
Table 4-2. 'After Chocolate' Trials 61
Table 4-3. Perceived Taste of Chocolate and Changes in Mood 64
Table 4-4. (a) Discounting Rate (Mean) After Chocolate Consumption 65
Table 4-4. (b) Discounting Rate (Mean) After Chocolate Consumption 66
Table 4-5. Theta Activations of 'Before-' and 'After' Chocolate Trials 67
Table 7-1. Major Functional Neuroimaging Technologies 77
Figure 2-1. X-System and C-System 37
Figure 3-1. The Paradigm of Temporal Discounting Trials 45
Figure 3-2. Location of EEG 32 Electrodes 47
Figure 3-3. The Layout of Laboratory Setting 47
Figure 3-4. Absolute Theta Activations during Eye-closed Condition 52
Figure 3-5. Frontal (AF3) Theta Activation and Discounting Rates 56
Figure 4-1(a). Discounting Rate (Mean) After Chocolate Consumption 65
Figure 4-1(b). Discounting Rate (Mean) After Chocolate Consumption 66