Association for Consumer Research Scott Huettel, Duke University

Neuroimaging Methods
Scott Huettel
Brain Imaging and Analysis Center
Department of Psychiatry
Duke University
All uncredited figures are from Huettel, Song, & McCarthy
(2004). Functional Magnetic Resonance Imaging.
This presentation, save for credited figures from other
sources, is copyrighted by Scott Huettel (2006).
Association for Consumer Research Scott Huettel, Duke University
Association for Consumer Research Scott Huettel, Duke University
Methods for Creating Images of
(Human) Brain Function
1. Electroencephalography (EEG)
2. Magnetoencephalography (MEG)
3. Transcranial Magnetic Stimulation (TMS)
4. Positron Emission Tomography (PET)
5. Structural Magnetic Resonance Imaging (MRI)
6. Functional Magnetic Resonance Imaging (fMRI)
7. Examples: Neuroimaging of Choice
Association for Consumer Research Scott Huettel, Duke University
Association for Consumer Research Scott Huettel, Duke University
The Cardinal Principles
Functional neuroimaging comprises methods for mapping
information processing within the brain.
All functional neuroimaging is limited by two factors:
the physical properties of the recording system and the
physiological constraints of the brain.
Images of brain activity only have meaning when acquired
using the correct experimental design and interpreted using
the correct analyses.
Association for Consumer Research Scott Huettel, Duke University
1. Electroencephalography
(EEG)
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From Cognition to Neuron
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Electrophysiological Recording
Brain
Amplifier Bank
Electrode Array
(e.g., n = 64)
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EEG recordings
by Hans Berger
(c. 1925-1935)
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Event-Related Potentials (ERPs)
TIME (ms)
+

V
O
L
T
A
G
E

-
TIME
(in 20ms Intervals)
from Khoe et al. (2004)
Using selective averaging across trials, ERPs have exquisite temporal
resolution (but coarse spatial resolution)
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2. Magnetoencephalography
(MEG)
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Magnetoencephalography (MEG)
from Woldorff et al. (1999) Courtesy 4D Neuroimaging
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3. Transcranial Magnetic Stimulation
(TMS)
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Transcranial Magnetic Stimulation (TMS)
TMS allows transient* and safe* disruption of local neuronal activity, in effect
creating reversible lesions.
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4. Positron Emission Tomography
(PET)
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PET Scanning: Principles
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http://www.idac.tohoku.ac.jp/dep/nmr/pet1.jpg
Positron Emission Tomography
Image from Utah Center for Advanced Imaging Research
Cyclotron Radio-isotope (FDG)
Image Scanner
http://www.med-ed.virginia.edu/courses/rad/PETCT/Emission.html
Association for Consumer Research Scott Huettel, Duke University
PET: Strengths and Limitations
Strengths
Uses a simple physiological mechanism
Provides absolute, quantitative data
Allows imaging of anything that can be tagged
Limitations
Poor temporal resolution (many minutes)
Poor spatial resolution (several centimeters)
Requires injection of radioactive material
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5. Structural MRI
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MRI Scanning Hardware
Imaging
(Weak Gradient
Magnetic Fields)
Magnetic
(Strong Static Magnetic Field)
Resonance
(Radiofrequency Energy)
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Structural MRI
Association for Consumer Research Scott Huettel, Duke University
6. Functional MRI (fMRI)
Association for Consumer Research Scott Huettel, Duke University
Fact #1: Energy is supplied to the
brain via the vascular system
Glucose image from NYU Library of 3-D Molecular Structures
Glucose
Hemoglobin
Hemoglobin image from Pittsburgh Supercomputing Center
From Duvernoyet al., 1982
(Oxygen)
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From Mandeville et al., 1999
Fact #2: More hemoglobin is supplied than needed,
causing a decrease in deoxygenated hemoglobin.
Association for Consumer Research Scott Huettel, Duke University
Fact #3: Deoxygenated hemoglobin reduces
some forms (T
2
*) of MR signal.
Baseline
Task
Blood-Oxygenation-Level
Dependent Contrast
(BOLD Contrast)
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From Cognition to Neuron to fMRI
Association for Consumer Research Scott Huettel, Duke University
fMRI: Strengths and Limitations
Strengths
Non-invasive, replicable
Potentially good spatial localization
Common, well-validated technique
Limitations
Mediocre temporal resolution (seconds)
Complex, highly variable data analyses
Expensive and time-consuming
Association for Consumer Research Scott Huettel, Duke University
Neuroimaging of Decision Preferences
1. Uncertainty: Risk vs. Ambiguity
2. Probability: High vs. Low
3. Choice: Safe vs. Risky
In all of these cases, there is some
derived parameter that is related to the
neuroimaging activation.
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Parietal Cortex
Prefrontal cortex
Huettel et al. (2006) Neuron
Dissociable Systems for Risk and Ambiguity
Risky - Certain
Risky - Risky
Ambiguity Preference
Ambiguity preference (1-) Risk preference ()
Risk Preference
Ambiguity Preference Risk Preference
Ambiguity preference (1-) Risk preference ()
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Probability
Preuschoff, Boessarts, & Quartz (2006) Neuron
Huettel et al. (2005) J Neuroscience
Probability
of Error
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Safe vs. Risky Choice
Insula activation predicts safe choice.
Nucleus accumbens activation predicts
risky choice.
Kuhnen & Knutson (2005) Neuron
Association for Consumer Research Scott Huettel, Duke University
Summary
Neuroimaging techniques create maps of brain
function.
The most common approaches measure
neuronal activity (EEG, ERP, MEG) or brain
hemodynamics (PET, FMRI).
The neuroimaging approaches relevant for
consumer research involve relating
neuroimaging data to economic parameters.
Association for Consumer Research Scott Huettel, Duke University
Acknowledgments
neuroeconomics.duke.edu
Recommended Readings:
Huettel, Song, & McCarthy (2004). Functional Magnetic Resonance Imaging.
Buxton (2002). Introduction to fMRI.
Luck (2005). An Introduction to the ERP Technique.
Purves et al. (2004). Neuroscience, 3
rd
Edition.
FMRI education colleagues:
Allen Song (Duke University), Gregory McCarthy (Yale University)
Laboratory members:
Bethany Weber, Dharol Tankersley, J ohn Clithero, Luke Vicens, Lily Kinross-
Wright, Parker Goyer, J ason Chen