Neuroimaging Methods

Scott Huettel
Brain Imaging and Analysis Center Department of Psychiatry Duke University
Association for Consumer Research 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). Scott Huettel, Duke University

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Methods for Creating Images of (Human) Brain Function

1. 2. 3. 4. 5. 6. Electroencephalography (EEG) Magnetoencephalography (MEG) Transcranial Magnetic Stimulation (TMS) Positron Emission Tomography (PET) Structural Magnetic Resonance Imaging (MRI) Functional Magnetic Resonance Imaging (fMRI)

7. Examples: Neuroimaging of Choice

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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.

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1. Electroencephalography (EEG)

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From Cognition to Neuron

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Electrophysiological Recording
Electrode Array (e.g., n = 64) Amplifier Bank

Brain

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EEG recordings by Hans Berger (c. 1925-1935)

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Event-Related Potentials (ERPs)

+ VOLTAGE -

TIME (ms)

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)

Courtesy 4D Neuroimaging
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from Woldorff et al. (1999)

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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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Positron Emission Tomography

Cyclotron Radio-isotope (FDG)

http://www.med-ed.virginia.edu/courses/rad/PETCT/Emission.html

Image from Utah Center for Advanced Imaging Research

Image

Scanner

http://www.idac.tohoku.ac.jp/dep/nmr/pet1.jpg 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

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6. Functional MRI (fMRI)

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Fact #1: Energy is supplied to the brain via the vascular system
Hemoglobin

Glucose
(Oxygen)

Glucose image from NYU Library of 3-D Molecular Structures Hemoglobin image from Pittsburgh Supercomputing Center

From Duvernoy et al., 1982 Scott Huettel, Duke University

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Fact #2: More hemoglobin is supplied than needed, causing a decrease in deoxygenated hemoglobin.

From Mandeville et al., 1999

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Fact #3: Deoxygenated hemoglobin reduces some forms (T2*) of MR signal.

Baseline

Blood-Oxygenation-Level Dependent Contrast

Task

(BOLD Contrast)

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From Cognition to Neuron to fMRI

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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

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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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Dissociable Systems for Risk and Ambiguity

Risky - Certain

Parietal Cortex

Ambiguity Preference

Risk Preference

Risky - Risky

Ambiguity preference (1-)

Risk preference ()

Prefrontal cortex

Ambiguity Preference

Risk Preference

Ambiguity preference (1-)

Risk preference ()

Huettel et al. (2006) Neuron

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Probability

Probability of Error

Preuschoff, Boessarts, & Quartz (2006) Neuron

Huettel et al. (2005) J Neuroscience

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Safe vs. Risky Choice

Insula activation predicts safe choice. Nucleus accumbens activation predicts risky choice.
Kuhnen & Knutson (2005) Neuron
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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.
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Acknowledgments
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, 3rd Edition. FMRI education colleagues: Allen Song (Duke University), Gregory McCarthy (Yale University) Laboratory members: Bethany Weber, Dharol Tankersley, John Clithero, Luke Vicens, Lily KinrossWright, Parker Goyer, Jason Chen

neuroeconomics.duke.edu
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