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The Humintell Blog February 11, 2014

Taste that Expression

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Courtesy of StockVault

We are all familiar with the notion that our facial muscles relax and contract with the emotions that we display on it, which are more often than not involuntary, depending on how we feel.  Researchers in Tokyo have identified a similar link between taste and its involuntary display of certain facial expressions based on the different tastes we experience.

Red Orbit  reports on this new research which lends itself to the researchers past trials that noted changes in the skin blood flow in the eyelid and nose in response to basic sweet, umami (pleasant savory) and bitter tastes.  Now the researchers have extended the study to identify a correlation between changes in circulation in specific parts of the face and the subjective palatability of different complex tastes such as the sweet and sour taste of orange juice.

Hideaki Kashima, Yuka Hamada and Naoyuki Hayashi from the Prefectural University of Hiroshima, Kyushu University and Tokyo Institute of Technology studied 15 test subjects with flavors ranging from sweet chili, orange juice, bitter tea, soup and a water control.  All of the various tastes were kept at room temperature and a conductance index (CI) was calculated from the measured skin blood flow as a ration of the mean arterial pressure.

Skin blood flow data from the test subjects’ forehead, eyelid, nose and cheek was additionally measured using laser speckle flowgraphy. The data was recorded 5 s before stimulation and 20s after stimulation. In addition the skin blood flow in the right index finger was measured by laser Doppler flowmetry.

The test subjects retained the taste sample fluids in their mouths for 30s before swallowing and then rinsed their mouths with pure water at 40 °C until the taste had gone. They rated the tastes on six, eleven-point visual analog scales, one for palatability and one for the intensity with respect to each of the five tastes sweet, sour, salty, bitter and spicy. The ratings scaled from +5 (the most pleasant) through 0 (no change) to -5 (the most unpleasant).

Tastes deemed ‘pleasant’ increased blood flow in the eyelid.  Chili was found to increase blood flow in all measured areas irrespective of the palatability rating given by the subjects. However, when changes induced by chili sauce were excluded there was a significant correlation between the palatability ratings the test subjects gave and the conductance index values in their eyelids.

“These results suggest that the facial circulatory response reflects the degree of palatability of a foodstuff,” purport the researchers.  CI (conductance index) in the eyelid increased significantly in response to chili sauce, orange juice and soup, while CIs in the forehead, nose and cheek decreased in response to bitter tea.

The conductance index in the nose was not found to be related to palatability scores, however bitter tea caused vasoconstriction in the nose. Similar vasoconstriction in the nose has been observed in response to the discomfort of electrical stimulation of a finger or teeth. Temperature decreases have also been noted around the noses of rhesus monkeys in response to negative emotions, and are likely the cause of the observed vasoconstriction in the nose in response to bitter tea.

 What are your taste buds telling you?

Filed Under: Science, Technology

The Humintell Blog February 4, 2014

Separating the Liars from the Truth Tellers

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Courtesy of StockVault

People tend to measure dishonesty by a person’s physical tells such as fidgeting, breathing rate, etc. Often times these tells coupled with the baseline of the individual and intuition leads us to be correct in our analysis when it is someone we know well.  However, these techniques including measuring blood pressure and pulse as in a polygraph, are not admissible as hard evidence of deception in any legal form.

It is for a good reason that these signs of anxiety are not reliable indicators of a person’s honesty. They can be a representation of nervousness or just how a person normally behaves.  Science has long tried to accurately map out lies from truths using technology and with the exponential growth of technology today, researchers can now delve into our brains.

Today researchers studying the brain and deception use a full body scanner that employs functional Magnetic Resonance Imaging (fMRI) technology to determine whether someone is fibbing by tracing blood flow to certain areas of the brain, which indicates changes in neuronal activity at the synapses (gaps between the neurons). “If you’re using fMRI, the scanner is detecting a change in the magnetic properties in the blood,“ says Sean Spence, a professor of general adult psychiatry at the University of Sheffield in England.

Scientific American notes in their article about this research that hemoglobin molecules in red blood cells exhibit different magnetic properties depending on the amount of oxygen they contain. The most active brain regions use—and thereby contain—the most oxygen.

Spence goes on to note, “When you know the answer to a question, the answer is automatic; but to avoid telling me the true answer requires something more.“  Polygraph, or lie detector, tests are the most well-known method of discerning fact from fiction, but researchers say they are not reliable because they measure anxiety based on a subject’s pulse or breathing rate, which can easily be misread. “They’re not detecting deception but rather the anxiety of being…[accused of deception],“ Spence says. “It’s known that psychopaths have a reduced level of anxiety,“ that would allow them to fool a polygraph. The fMRI, he says, images the actual processes involved in deception.

The researchers had a unique opportunity to study a woman convicted of poisoning a child in her care.  This provided a stage for Spence and his colleagues to extend their, which until then had only been conducted on young, healthy university students as many studies of this sort do.

The team used an fMRI on Susan Hamilton of Edinburgh, Scotland, who was convicted of poisoning with salt a girl diagnosed with a terminal metabolic condition. Hamilton, who was in charge of feeding the child via a feeding tube that led directly into her stomach, was arrested after the girl was admitted to the hospital with massive blood sodium levels. The police testified that a syringe full of salt was found in Hamilton’s kitchen, but she denies any knowledge of it.  The woman was released from prison last year and has continued to search for ways to publicly prove her professed innocence.

The researchers scanned Hamilton four times; during each scan they grilled her about the poisoning. With the fMRI, Spence was able to see that she activated extensive regions of her frontal brain lobes and also took significantly longer to respond when agreeing with the cops’ account. The results did not prove her innocent, Spence says, but suggested that her brain was responding as if she were innocent.

Spence and his team acknowledge that the results might have been more accurate if he had first done a baseline study that included asking her more general questions unrelated to the charges. Unfortunately, TV is show biz and his time with her was limited.

“Being able to study this lady pointed out problems with the technique,“ the researchers note,  “There are a number of control studies we want to do.“

Filed Under: Nonverbal Behavior, Science, Technology

The Humintell Blog January 31, 2014

Research – Facial Analysis

SubX Lite_Only Pic No WritingAs of January 2014 Affectiva, a facial expression analysis firm renewed its multi-million, multi-year agreement with Millward Brown.  Millward Brown will use Affectiva’s technology in their automated facial coding software that they implement for their Link Clients, which allows them to validate the performance of their advertising and identify strengths and weaknesses.

Graham Page, head of Millward Brown’s consumer neuroscience practice, said:  “The challenge with neuromarketing to date is that it has not been able to operate at the scale and price point that are necessary in the day-to-day market research world. By including facial coding with Link we’re able to make neuromarketing scalable for the first time.”

In a recent blog we touched on the new path advertising is taking to read a person’s emotions, and Brown is using Affectiva’s technology to stay ahead of the competition. With this agreement, Affectiva said that its Affdex automated facial coding “will be standardised in all ad copy analysis” for Millward Brown’s Link test clients.

that can make it possible for technology to read a person’s emotions.  – See more at: http://www.humintell.com/2014/01/advertising-that-knows-how-you-feel/#sthash.fgdcZ6Wa.dpuf
that can make it possible for technology to read a person’s emotions.  – See more at: http://www.humintell.com/2014/01/advertising-that-knows-how-you-feel/#sthash.fgdcZ6Wa.dpuf

How does this technology work?

that can make it possible for technology to read a person’s emotions.  – See more at: http://www.humintell.com/2014/01/advertising-that-knows-how-you-feel/#sthash.fgdcZ6Wa.dpuf
that can make it possible for technology to read a person’s emotions.  – See more at: http://www.humintell.com/2014/01/advertising-that-knows-how-you-feel/#sthash.fgdcZ6Wa.dpuf

Affdex uses webcams to record and analyse a person’s emotional state while they are viewing ad content.  Millward Brown and Affectiva first partnered in 2012. Millward Brown said it conducted more than 3,000 facial coding studies last year, compared to less than 400 the year before.

“It’s been interesting to see that measuring people’s facial expressions in response to an ad seems to be able to capture subtle negative responses that are not necessarily reported elsewhere in Link but which end up being really important to the ad’s success in-market,” commented Page.

 

Filed Under: Nonverbal Behavior, Science

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