2023 Volume 23 Issue 2 Pages 69-80
In this study, we investigated the brain activity related to eyeshadow color preference using functional magnetic resonance image (fMRI). We also investigated gaze patterns during face perception both with and without face mask using eye tracker. Before performing fMRI, participants chose their favorite/neutral/unfavorite eyeshadow out of 10 different colors. Then their facial pictures applying each eyeshadow and also not applying eyeshadow for both with and without face mask, were prepared. Others' facial pictures applying same color of eyeshadows corresponds to each participant were used for control. In the fMRI scanner, participants rated the preference for each picture from 1 to 6 rating scale.
Behaviorally, we found significant difference in preference rating for favorite eyeshadow color compared to unfavorite color, specific to self-face picture. This eyeshadow color preference was coded in dorsal striatum, which may play roles in processing higher-order social reward and value. Also, the preference rating was higher for the self-face picture with face mask than without it when applying a favorite color of eyeshadow. Striatum and posterior cingulate cortex were related to this rating, suggesting that social reward and positive emotion were elicited by wearing a face mask. Moreover, the picture of self-face applying neutral color of eyeshadow was rated higher than applying unfavorite color, and nucleus accumbens was activated. It suggests that seeing unfamiliar looks with a new color of eyeshadow elicited a curiosity and motivation to try it.
Additionally, gaze patterns indicated that wearing face mask draw more attention to eye area compared to without it.
