William Heyward Hampton

Youth around the world are increasingly dependent on social media and mobile smartphones. This phenomenon has generated considerable speculation regarding the impacts of extensive technology engagement on cognitive development and how these habits might be ‘rewiring’ the brains of those growing up in a heavily digital era. In an initial study conducted with healthy young adults, we utilized behavioral and self-report measures to demonstrate associations between smartphone usage habits (assessed both subjectively and objectively) and individual differences in intertemporal preference and reward sensitivity. In a follow-up neuroimaging study, we used probabilistic tractography of diffusion-weighted images to determine how these individual difference characteristics might relate to variation in white matter connectivity, focusing on two dissociable pathways—one connecting the ventral striatum (vSTR) with the ventromedial prefrontal cortex (vmPFC) and the other connecting the vSTR with the dorsolateral prefrontal cortex (dlPFC). Regression analyses revealed opposing patterns of association, with stronger vSTR–vmPFC connectivity corresponding to increased mobile technology engagement but stronger vSTR–dlPFC connectivity corresponding to decreased engagement. Taken together, the results of these two studies provide important foundational evidence for both neural and cognitive factors that can be linked to how individuals engage with mobile technology.

In the past decade, there has been a tremendous increase in the use of neurophysiological methods to better understand marketing phenomena among academics and practitioners. However, the value of these methods in predicting advertising success remains underresearched. Using a unique experimental protocol to assess responses to 30-second television ads, the authors capture many measures of advertising effectiveness across six commonly used methods (traditional self-reports, implicit measures, eye tracking, biometrics, electroencephalography, and functional magnetic resonance imaging). These measures have been shown to reliably tap into higher-level constructs commonly used in advertising research: attention, affect, memory, and desirability. Using time- series data on sales and gross rating points, the authors attempt to relate individual-level response to television ads in the lab to the ads’ aggregate, market-level elasticities. The authors show that functional magnetic resonance imaging measures explain the most variance in advertising elasticities beyond the baseline traditional measures. Notably, activity in the ventral striatum is the strongest predictor of real-world, market-level response to advertising. The authors discuss the findings and their significant implications for theory, research, and practice.