Psychology of Consumer Behavior- As and A level summary notes
Cambridge International Examinations (CIE) Psychology Extremely Detailed Study Notes for the Biological Approach (Canli et al. ; Dement and Kleitman ; Schachter and Singer)
Summary notes for Satisfaction at work ( Psychology and organisations 9990)
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Canli et. Al
IV
➔ Intensity of emotional arousal to each 96 images
- 4 buttons - scale of 0 to 3 (0-not emotionally intense at all, 3-extremely
emotionally intense)
DV
➔ fMRI scan of Amygdala activation
- Number of pixels counted
➔ Memory of the scene after 3 weeks
- remembered, familiar, or forgotten
AIM
➔ To study whether emotive images will be remembered better than those that have little
emotional impact on an individual
➔ Central questions
- Is the amygdala sensitive to varying degrees of emotional intensity to external
stimuli ??
- Does the level of emotional intensity enhance the memory of the stimuli??
HYPOTHESES
➔ The emotionally intense stimuli that produce greater amygdala activation would be
recalled more easily than stimuli that generate less amygdala activation.
BACKGROUND STUDIES
➔ MRI - Magnetic resonance imaging
➔ fMRI- Functional magnetic resonance imaging
➔ Difference
◆ The images generated by fMRI scans are images of metabolic activity within the
anatomic structures. It is used to study activation of certain parts of the brain
[functional aspect]
◆ MRI produces images of the anatomy of the brain. It is used to detect tumours,
blood clots etc
, ➔ How the fMRI works
- Scanner sends strong magnetic fields
- Causes the nuclei of hydrogen molecules in brain to spin in a particular way
- The scanner picks up this kind of movement
- Hydrogen concentration varies in different areas of the brain.
- This gives a very detailed picture of the brain
Amygdala
➔ The is Amygdala is an almond-shaped set of neurons located deep in the brain’s medial
temporal lobe
➔ Key role in the processing of emotions
➔ Determines where memories are stored and which ones should be kept
➔ Also initiates ‘fight or flight’ response
➔ International Affective Picture System [IAPS]
➔ Valence scale ➔ Arousal scale
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