LUXURY CUES FACILITATE THE CONNECTION BETWEEN SOCIAL DOMINANCE AND REWARD 45 in general. It may also be important to exchange the creams (cream A and cream B) used for the two conditions. In this study, we focused on assessing changes in the neural response before and after providing the product information. However, if the change was caused by the learning process, the strength of the connection between the specifi c tactile stimuli of the creams and the information might change depending on whether the texture is a better or worse match with the image of the luxury brand. There is also a l imitation by using fMRI. Indeed, the creams were applied to the skin on the hand rather than the face which is more common for consumers. It is because the head of participants must be fi xed and covered by an RF-coil during the fMRI scanning. Moreover, the participants were recruited based on the condition that they used creams with a price of more than ¥15,000 as part of their daily routine. However, luxury concept is infl uenced by many other factors such as marriage, children, and socioeconomic status. Therefore, further neuroimaging studies are needed to clarify the infl uences of these factors. ACKNOWLEDGMENTS We thank the participants in this study, Mika Nakayama for applying skin care cream as a beauty specialist. The present work was entirely funded by the Shiseido Global Innovation Center and Tokyo Metropolitan University. The authors report no confl icts of interest. Because of confi dentiality agreements with the participants, the data in this study are available only at the Shiseido Global Innovation Center and the Tokyo Metropolitan University. REFERENCES (1) U. Sailer, C. Triscoli, G. Häggblad, P. Hamilton, H. Olausson, and I. Croy, Temporal dynamics of brain activation during 40 minutes of pleasant touch, Neuroimage, 139, 360–367 (2016). (2) I. M orrison, ALE meta-analysis reveals dissociable networks for affective and discriminative aspects of touch. Hum. Brain Mapp., 37, 1308–1320 (2016). (3) C. M cCabe, E. T. Rolls, A. Bilderbeck, and F. McGlone, Cognitive infl uences on the affective representation of touch and the sight of touch in the human brain, Soc. Cogn. Affect. Neurosci., 3, 97–108 (2008). (4) M. S chaefer, H. Berens, H. J. Heinze, and M. Rotte, Neural correlates of culturally familiar brands of car manufacturers, Neuroimage, 31, 861–865 (2006). (5) M. S chaefer and M. Rotte, Thinking on luxury or pragmatic brand products: brain responses to different categories of culturally based brands, Brain Res., 1165, 98–104 (2007). (6) M. S chaefer, Neuroeconomics: in search of the neural representation of brands. Prog. Brain Res., 178, 241–252 (2009). (7) M. S chaefer and M. Rotte, Combining a semantic differential with fMRI to investigate brands as cultural symbols, Soc. Cogn. Affect Neurosci., 5, 274–281 (2010). (8) M. L . Dixon and K. Christoff, The decision to engage cognitive control is driven by expected reward- value: neural and behavioral evidence, PLoS One, 7, e51637 (2012). (9) P. V rtička, D. Sander, B. Anderson, D. Badoud, S. Eliez, and M. Debbané, Social feedback processing from early to late adolescence: infl uence of sex, age, and attachment style, Brain Behav., 4, 703–720 (2014). (10) N. Apaydın, S. Üs t ün, E. H. Kale, İ. Çelikağ, H. D. Özgüven, B. Baskak, and M. Çiçek, Neural mechanisms underlying time perception and reward anticipation, Front Hum. Neurosci., 12, 115 (2018). (11) P. D. Metzak, K. M. Lavigne, and T. S. Woodward, F u nctional brain networks involved in reality monitoring, Neuropsychologia, 75, 50–60 (2015). (12) S. A. Holm, Simple sequentially rejective multiple test procedure, Scand. J. Stat., 6, 65–70 (1979). (13) T. Field, Touch for socioemotional and physical we l l-being: a review, Dev. Rev. 30, 367–383 (2010). (14) J. A. Graham and A. M. Kligman, Physical attractiv e ness, cosmetic use and self-perception in the elderly, Int. J. Cosmet. Sci., 7, 85–97 (1985).

Dedicated to the advancement of cosmetic science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