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There are 4 technologies that are preferably used in neuroimaging: Positron Emission Tomography (PET), functional magnetic resonance (RMf), electroencephalography (EEG) and magnetoencephalography (MEG)
Positron Emission Tomography (PET)
This is a neuroimaging technique that measures brain glucose uptake.
Since the brain is the organ that consumes most glucose in the body, it is easy to measure whether certain neurons are consuming more or less glucose.
Invasiveness is very high since the type of radiation injected is considered ionising, the temporal resolution is of the order of minutes and the spatial resolution of the order of millimetres.
Functional magnetic resonance (RMf)
This measures regional blood flow through the emission of powerful magnetic fields that alter the hydrogen atom’s spin direction.
Since we are made up mostly of water, the body parts with the highest volume of fat will have a different magnetisation response, making it possible to obtain the characteristic FMR images.
Invasiveness is low since the magnetic field radiation emitted is non-ionising, the temporal resolution is related to the second and the spatial resolution is related to millimetres.
The combination of excellent spatial resolution and acceptable temporal resolution, plus the fact it is minimally invasive and easily accessible make it the most widely-used neuromarketing research technique.
Electroencephalography (EEG)
A technique that measures the electric currents generated essentially in postsynaptic potentials (generating an electric current in the pyramidal neuron dendrite).
Mainly volume currents are observed i.e. those external to the neuron.
Zero invasiveness, only recording the electric currents without emitting or introducing any type of energy in the body, temporal resolution is related to milliseconds and spatial resolution related to centimetres.
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