OTHER NEUROIMAGING TECHNIQUES

There are four main techniques in the world neuroimaging: Positron emission tomography (PET), functional magnetic resonance imaging (fMRI), electroencephalography (EEG), and magnetoencephalography (MEG

POSITRON EMISSION TOMOGRAPHY (PET)

This is a neuroimaging technique that measures the consumption of glucose that makes it to the brain

As the brain is the organ that consumes the most glucose of any bodily organ, it is easy to measure the amount of glucose being consumed by certain neurons.

PET is a highly invasive technique given that it is necessary to inject ionizing radiation into the body; the temporal resolution is a few minutes, while the spatial resolution is a few millimeters.

FUNCTIONAL MAGNETIC RESONANCE IMAGING (fMRI)

This technique measures regional blood flow using the emission of strong magnetic fields that change the directional spin of the hydrogen atom.

Given that we are made up mostly of water, the parts of the body with a larger fat content have a different magnetized response, thus allowing us to obtain the images characteristic of an fMRI.

This is not a very invasive technique, as the radiation of the magnetic field is not ionizing; the temporal resolution is only a few seconds while the spatial resolution is in millimeters.

The combination of an excellent spatial resolution with a decent temporal resolution and the fact that it is minimally invasive and readily accessible make it the technique most frequently used in neuromarketing.

ELECTROENCEPHALOGRAPHY (EEG)

This technique measures the electrical current that is produced mainly in the postsynaptic potentials (generating current in the dendrite of the pyramidal cell).

We can observe mainly volume currents, or the outside of the cell

This technique is completely non-invasive, as it only registers electrical currents without emitting or introducing any type of energy into the body. The temporal resolution is in milliseconds and the spatial resolution in centimeters.

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