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Study of Human Sensitivity Using Neuroscientific Approach

Human Science

Emotions and affections that flood the various scenes of life are generated and affected by the surrounding environment, and then picked up by multiple factors, including visual, tactile, and olfactory senses, and filtered through the state of oneself at that time as well as past experiences. However, it is rather uncommon for an individual to be able to express such feelings and impressions verbally at that moment. Kao, as part of our desire to deeply understand inner feelings, and provide products and services that reach the heart of consumers, has been advancing studies of sensitivity by conducting investigations using a questionnaire or interview, as well as psychological and physiological measurements, as it is very difficult to understand the subtle range of human sensitivity.
As a means to understand the state of mind affected by reception of sensory information, and then clarify the resulting somatic responses and processes to move to an action, a neuroscientific approach has been implemented. In addition, various devices for measuring brain activity such as magnetic resonance imaging (MRI) have been introduced. By combining brain activity data with questionnaire survey results, as well as psychological and physiological data, investigations into the unconscious and subtle state of mind are being undertaken.
For research related to development of skin care products that provide a pleasant feeling with use, studies of how one feels when multiple perceptions are combined are being undertaken. In addition, research is being conducted for understanding the mechanism of impression change by use of a numerical system for determination of tactile comfort based on brain activity.
We will use these results to contribute to development of products and services that provide spiritual richness for benefitting consumers through sensitivity research by making use of a brain science approach.

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  • * In an experiment conducted by Kao, it was confirmed that participants who replied "pleasant feeling" when they gently covered their whole face by wrapping around with the palm of their hands, had greater changes in blood flow in the prefrontal cortex of the brain, which is where affections and perception of pleasantness are processed.

    Nov. 15 2018, News Release https://www.kao.com/global/en/news/rd/2018/20181115-003/
    "Confirmation of Relationship between 'Comfort' from Touching the Skin during Skin Care and the Change in Cerebral Blood Flow"

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