Tag "neuroscience"

Researchers at the HSE Institute for Cognitive Neuroscience have investigated how 'sugar-free' labelling affects consumers’ willingness to pay for such products. It was found that the label has little impact on the products’ appeal due to a trade-off between sweetness and healthiness: on the one hand, the label can deter consumers by implying an inferior taste, while on the other, it signals potential health benefits. The study findings have been published in Frontiers in Nutrition.

Our perception of time depends on heart rate—this is the conclusion reached by neuroscientists at HSE University. In their experiment, volunteers watched short videos designed to evoke specific emotions and estimated each video's duration, while researchers recorded their heart activity using ECG. The study found that the slower a participant's heart rate, the shorter they perceived the video to be—especially when watching unpleasant content. The study has been published in Frontiers in Psychology.

At the dawn of the 21st century, humans are increasingly becoming not just observers, but active participants in the technological revolution. Among the breakthroughs with the potential to change the lives of millions, brain–computer interfaces (BCIs)—systems that connect the brain to external devices—hold a special place. These technologies were the focal point of the spring International School ‘A New Generation of Neurointerfaces,’ which took place at HSE University.

Russian scientists have discovered how the brain makes purchasing decisions. Using electroencephalography (EEG) and magnetoencephalography (MEG), researchers found that the brain responds almost instantly when a product's price deviates from expectations. This response engages brain regions involved in evaluating rewards and learning from past decisions. Thus, perceiving a product's value is not merely a conscious choice but also a function of automatic cognitive mechanisms. The results have been published in Frontiers in Human Neuroscience.

A team of researchers at HSE University, in collaboration with scientists from Russian and foreign universities, has investigated the impact of electrical brain stimulation on learning new words. The experiment shows that direct current stimulation of language centres—Broca's and Wernicke's areas—can improve and speed up the memorisation of new words. The findings have been published in Neurobiology of Learning and Memory.

A team of scientists from the HSE Centre for Cognition & Decision Making has studied how food flavours affect brain activity, facial muscles, and emotions. Using near-infrared spectroscopy (fNIRS), they demonstrated that pleasant food activates brain areas associated with positive emotions, while neutral food stimulates regions linked to negative emotions and avoidance. This approach offers a simpler way to predict the market success of products and study eating disorders. The study was published in the journal Food Quality and Preference.