Category: respiration

The Physiology of Consumer Buying Habits

On “Black Friday” in the US, shoppers will come out in search of great deals, and researchers can measure the many physiological factors that motivate shoppers other than deals and price cuts.

Black Friday is one of the most exciting days for consumers in the United States. With the holidays right around the corner, significant deals and price cuts incentivize people to do bulk gift shopping. But is price the only factor influencing shoppers to dedicate hours waiting in line for a product?

In a neurophysiology study by Alexander et al., researchers found that participants who received a coupon while shopping online had a significant increase in oxytocin and a decrease in cortisol. A BIOPAC research system was used to gather ECG, respiration, and skin conductance data while the participants browsed a commerce website.

Another article by Ha-Brookshire and Bhaduri measured ECG response to stimuli that tested consumers’ perceived trust of businesses. The BIOPAC MP36R was used to record participants’ heart rates while they read negative reviews of an apparel business. The results found lower heart rate and less trust were correlated with the less favorable comments.

Conversely, a consumer research study by Langner et al. found that consumers’ love of brands is similar to their love of friends. Signals measured included EDA, EMG, ECG, and BPV, and were recorded by BIOPAC MP160/MP150 hardware to measure arousal levels while participants viewed different brand and interpersonal stimuli.

BIOPAC offers a variety of equipment that can be used in studies similar to the ones presented. To find more information on solutions for recording and analyzing signals such as EEG, EMG, respiration, skin conductance using the MP160/MP150, MP36, and other platforms, you can visit the individual application pages on the BIOPAC website. If you are interested in reading other related studies, visit the publications page on the BIOPAC website.

BIOPAC Systems, Inc. provides life science researchers and educators with data acquisition and analysis systems that inspire people and enable greater discovery about life. Visit us at www.biopac.com.

Respiration and ECG

By Alan Macy, BIOPAC Systems, Inc. The mechanical relationship between the diaphragm and heart and Respiratory Sinus Arrhythmia (RSA). are two influences of respiratory activity on the electrocardiogram (ECG).

By Alan Macy, BIOPAC Systems, Inc.

There are two influences of respiratory activity on the electrocardiogram (ECG). The first influence is characterized by the mechanical relationship between the diaphragm and heart. The second influence is a consequence of respiratory action on the vagus nerve and is known as Respiratory Sinus Arrhythmia (RSA).

  1. The position and movement of the diaphragm determine the position of the heart because the pericardium is firmly attached to the central tendon of the diaphragm. With deep inspiration, the diaphragm contracts and becomes flatter and less dome-shaped. As it does, the heart descends, moves backward, and rotates to the right so that it becomes narrower and more vertical. The apex beat is lower and more medial. During deep expiration, the diaphragm relaxes, elevates, and becomes more dome-shaped, and movements of the heart are the converse of those that occur during deep inspiration. The degree of the directional movements of the heart during quiet breathing is similar, but reduced, compared to deep breathing and, in some persons, may be hardly noticeable. Diaphragmatic breathing cyclically affects the position of the heart, thus modifying the ECG.
  2. Heart rate increases during inhalation and decreases during exhalation. Heart rate is normally controlled by centers in the medulla oblongata. One of these centers, the nucleus ambiguus, increases parasympathetic nervous system input to the heart via the vagus nerve. The vagus nerve decreases heart rate by decreasing the firing rate of the sinoatrial (SA) node. The SA node is the “pacemaker” of the heart. Upon expiration, the cells in the nucleus ambiguus are activated and heart rate slows down. In contrast, inspiration triggers inhibitory signals to the nucleus ambiguus and consequently the vagus nerve remains unstimulated. When recording the ECG, this phenomenon is experienced as subtle changes in the R-R interval that appears synchronized with respiration. This is the time period between two “R” waves on an electrocardiogram. The R-R interval associated with the ECG is shortened during inspiration and prolonged during expiration.

For more information on BIOPAC’s wide range of tools for recording, displaying, and analyzing ECG measurements from human and animal subjects including respiration, heart rate variability, and RSA, visit BIOPAC’s electrocardiography pages and view BIOPAC’s full line of electrodes, amplifiers, and wearable, wireless transmitters and loggers.

BIOPAC Systems, Inc. provides life science researchers and educators with data acquisition and analysis systems that inspire people and enable greater discovery about life. Visit us at www.biopac.com.

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