• Science of Emotion and Sensibility
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• v.17 no.2
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• pp.45-54
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• 2014

In recent years, advancing technology and growing interest in neuromarketing and neurobranding have led to foundational research that facilitates a better understanding of consumers' affective responses and unconscious information processing. However, the areas of aesthetics and design have remained largely unaffected by such advances and implications. The purpose of this study is to present a systematic review of the neuroscientific evidence aimed at sensible design for design and marketing researchers interested in exploring neuroaesthetics, an interdisciplinary area by nature. Sciencedirect, EBSCO, and the Google Scholar database were searched in February 2014 to select and review previous studies of aesthetics involving neuroscience. Twenty-eight studies were reviewed and divided into two categories: reward system and emotion. In addition to discussions on previous approaches, future research directions focusing on the process of aesthetic judgments (e.g., design elements, marketing stimuli) are proposed.

• Science of Emotion and Sensibility
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• v.14 no.3
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• pp.403-414
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• 2011

The current study examined brain regions associated with aesthetic experience to fractal images using functional MRI. The aesthetic estimations of the images showed that there is a general consensus regarding the perception of beautiful images. Out of 270 fractal images, fifty images rated highest(beautiful images) and fifty images rated lowest(non-beautiful images) were selected and presented to the participants. The two conditions were presented using the block design. Frontal lobes, cingulate gyri, and insula, the areas related to the cognitive and emotional processing in aesthetic experience, were activated when beautiful images were presented. In contrast, the middle occipital gyri and precuneus, the areas associated with experience of negative emotions, were activated when non-beautiful images were presented. The conjunction analysis showed activations in temporal areas in response to beautiful images and activations in parietal areas in response to non-beautiful images. These results indicate that beautiful images elicit semantic interpretations whereas non-beautiful images facilitate abstract processes.

• Journal of the Korean Academy of Child and Adolescent Psychiatry
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• v.29 no.3
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• pp.101-113
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• 2018

Objectives: The purpose of this study was to investigate whether the neural activity of autism spectrum disorder (ASD) patients is different from that of normal individuals when performing aesthetic judgments. Methods: We recruited typical ASD patients without savant skills (ASD group, n=17) and healthy controls (HC group, n=19) for an functional magnetic resonance imaging study. All subjects were scanned while performing aesthetic judgment tasks on two kinds of artwork (magnificent landscape images and fractal images). Differences in brain activation between the two groups were assessed by contrasting neural activity during the tasks. Results: The aesthetic judgment score for all images was significantly lower in the ASD group than in the HC group. During the aesthetic judgment tasks, the ASD group showed less activation than the HC group in the anterior region of the superior frontal gyrus, and more activation in the temporoparietal area and insula, regardless of the type of images being judged. In addition, during the aesthetic judgment task for the fractal images, the ASD group exhibited greater neural activity in the amygdala and the posterior region of the middle/inferior temporal gyrus (Brodmann area 37) than the HC group. Conclusion: The results of this study suggest that the brain activation patterns associated with aesthetic experiences in ASD patients may differ from those of normal individuals.