Trenders' "SNS Insight Lab." x Hitotsubashi University Brain Science Research Center Announce First Results of Joint Research Using MRI Scanner
Trenders' "SNS Insight Lab." and Hitotsubashi University Brain Science Research Center have announced the first results of their joint research on the effects of SNS short video viewing on brain activity using an MRI scanner. The study identified brain activity differences related to purchasing intentions for beauty products, providing insights for marketing.
📋 Article Processing Timeline
- 📰 Published: April 15, 2026 at 22:00
- 🔍 Collected: April 15, 2026 at 13:31
- 🤖 AI Analyzed: April 19, 2026 at 12:19 (94h 48m after Collected)
About "SNS Insight Lab." and "Hitotsubashi University Institute of Brain Science Research Center"
"SNS Insight Lab.", established in December 2024, is a research division scientifically elucidating the principles and laws of user insights on SNS. It is advised by Professor Yoichi Mototake from the Graduate School of Social Sciences at Hitotsubashi University. The lab aims to advance SNS marketing by integrating data (inductive approach) and theory (deductive approach), leveraging generative AI.
This experiment is a joint research project between the SNS Insight Lab. and Professor Gen-aki Fukuda, Center Director of the Hitotsubashi University Institute of Brain Science Research Center (HIAS-BRC), as part of their ongoing efforts to understand user insights on SNS. As the first phase of the project, we measured brain activity during SNS short video viewing to elucidate what kind of attitude changes short video viewing triggers from a brain activity perspective.
Experimental Results: Differences in Brain Activity Confirmed for Purchase and Non-Purchase Intentions When Viewing Videos of Beauty Products
■ Analysis Overview
In this experiment, we used a 3 Tesla MRI scanner to measure participants' brain activity while they watched SNS short videos. To measure the impact of SNS short videos in a manner closer to real-life scenarios, participants watched actual SNS posts with sound. In addition to MRI imaging, we also acquired data on participants' button responses indicating interest arousal and increased purchase intention during viewing.
* Videos Watched: Short videos related to beauty products (Instagram Reels, TikTok Short Videos)
* Participant Demographics: Women aged 20-40
After watching each short video, participants were surveyed about their purchase intention for the featured product. A comprehensive analysis was conducted on brain activity related to purchase intention.
■ Main Experimental Results
In this experiment, when participants thought "I want to buy" (and pressed a button) while watching a short video, increased brain activity was confirmed in the DLPFC (Dorsolateral Prefrontal Cortex) and IPL (Inferior Parietal Lobule), areas involved in purchase decision-making.
The DLPFC is involved in deliberation and emotional control, and in the context of neuromarketing, it is an area where responses related to self-control and impulse inhibition are observed. The IPL is associated with attention and sociality, and in neuromarketing, it is used for attention, self-referencing, or comparison. Considering these factors, it suggests that the formation of purchase intention through viewing SNS short videos for beauty products may involve decision-making after considering various combinations of elements presented in the video.
Furthermore, the insula (insula cortex), a brain region involved in emotional judgment, showed activation in both cases: when participants wanted to buy and when they did not. While this awaits further experimental analysis, it is inferred that emotional engagement influences the decision-making for both purchase and non-purchase intentions, and it also suggests that participants may be attempting to inhibit impulsive decisions based on the viewing material in the video.
■ Comment from Professor Gen-aki Fukuda, Center Director, Hitotsubashi University Institute of Brain Science Research Center
In the first phase of the experiment, as a result of measuring brain activity during the viewing of SNS short videos showcasing beauty products, we observed reactions in the DLPFC and IPL when participants wanted to purchase the product, showing a clear difference compared to when they did not want to purchase.
This experiment, conducted with participants who are potential target consumers for beauty products, using an MRI scanner while they watched SNS short videos with audio, is a rare undertaking that closely mimics real-life information touchpoints. Such attitude changes...
"SNS Insight Lab.", established in December 2024, is a research division scientifically elucidating the principles and laws of user insights on SNS. It is advised by Professor Yoichi Mototake from the Graduate School of Social Sciences at Hitotsubashi University. The lab aims to advance SNS marketing by integrating data (inductive approach) and theory (deductive approach), leveraging generative AI.
This experiment is a joint research project between the SNS Insight Lab. and Professor Gen-aki Fukuda, Center Director of the Hitotsubashi University Institute of Brain Science Research Center (HIAS-BRC), as part of their ongoing efforts to understand user insights on SNS. As the first phase of the project, we measured brain activity during SNS short video viewing to elucidate what kind of attitude changes short video viewing triggers from a brain activity perspective.
Experimental Results: Differences in Brain Activity Confirmed for Purchase and Non-Purchase Intentions When Viewing Videos of Beauty Products
■ Analysis Overview
In this experiment, we used a 3 Tesla MRI scanner to measure participants' brain activity while they watched SNS short videos. To measure the impact of SNS short videos in a manner closer to real-life scenarios, participants watched actual SNS posts with sound. In addition to MRI imaging, we also acquired data on participants' button responses indicating interest arousal and increased purchase intention during viewing.
* Videos Watched: Short videos related to beauty products (Instagram Reels, TikTok Short Videos)
* Participant Demographics: Women aged 20-40
After watching each short video, participants were surveyed about their purchase intention for the featured product. A comprehensive analysis was conducted on brain activity related to purchase intention.
■ Main Experimental Results
In this experiment, when participants thought "I want to buy" (and pressed a button) while watching a short video, increased brain activity was confirmed in the DLPFC (Dorsolateral Prefrontal Cortex) and IPL (Inferior Parietal Lobule), areas involved in purchase decision-making.
The DLPFC is involved in deliberation and emotional control, and in the context of neuromarketing, it is an area where responses related to self-control and impulse inhibition are observed. The IPL is associated with attention and sociality, and in neuromarketing, it is used for attention, self-referencing, or comparison. Considering these factors, it suggests that the formation of purchase intention through viewing SNS short videos for beauty products may involve decision-making after considering various combinations of elements presented in the video.
Furthermore, the insula (insula cortex), a brain region involved in emotional judgment, showed activation in both cases: when participants wanted to buy and when they did not. While this awaits further experimental analysis, it is inferred that emotional engagement influences the decision-making for both purchase and non-purchase intentions, and it also suggests that participants may be attempting to inhibit impulsive decisions based on the viewing material in the video.
■ Comment from Professor Gen-aki Fukuda, Center Director, Hitotsubashi University Institute of Brain Science Research Center
In the first phase of the experiment, as a result of measuring brain activity during the viewing of SNS short videos showcasing beauty products, we observed reactions in the DLPFC and IPL when participants wanted to purchase the product, showing a clear difference compared to when they did not want to purchase.
This experiment, conducted with participants who are potential target consumers for beauty products, using an MRI scanner while they watched SNS short videos with audio, is a rare undertaking that closely mimics real-life information touchpoints. Such attitude changes...