85 Tactile Stimulation Effects on EEG Signals RESULTS EEG We first identified the regions with increased neural activity in phases 1 and 2 (Figure 2). For all three samples, neural activity was higher in the OFC (Brodmann area 11 [BA11] Montreal Neurological Institute [MNI] coordinates: X =−5, Y =60, Z =−10), which responds to rewarding behaviors, and in the anterior cingulate cortex (ACC) (BA32 MNI coordinates: X =−8, Y =40, Z =15), which is responsible for cognitive judgment and decision-making based on motivation and rewarding emotions. Neural activity in the left frontal gyrus was higher for samples A and B than for sample C (Figure 3). Next, we compared neural activity in BA11 and BA32 across the three samples for each phase (Table II). In both phases and areas, samples A and B elicited significantly more neural activity than sample C (p 0.05). Sample A also evoked a significantly higher neural activity in phase 2 than in phase 1 in both BA11 and BA32 (p 0.05). Figure 2. Regions with increased neural activity indicating the reward system response to tactile stimuli: (a) phase 1 – sample A (b) phase 2 – sample A (c) phase 1 – sample B (d) phase 2 – sample B (e) phase 1 – sample C and (f) phase 2 – sample C.

86 JOURNAL OF COSMETIC SCIENCE Figure 3. Regions with increased neural activity representing the different emotional responses triggered by reward differences in the foam samples: (a) phase 1 – sample A (b) phase 2 – sample A (c) phase 1 – sample B (d) phase 2 – sample B (e) phase 1 – sample C and (f) phase 2 – sample C.