Processing speed is an important construct in understanding cognition. This study was aimed to control task specificity for understanding the neural mechanisms underlying cognitive processing speed. Forty young adult subjects performed attention tasks of two modalities (auditory and visual) and two levels of task rules (compatible and incompatible). Block-design fMRI captured BOLD signals during the tasks. Thirteen regions of interest were defined with reference to publicly available activation maps for processing speed tasks. Cognitive speed was derived from task reaction times, which yielded six sets of connectivity measures. Mixed-effect LASSO regression revealed six significant paths suggestive of a cerebello-frontal network predicting the cognitive speed. Among them, three are long range (two fronto-cerebellar, one cerebello-frontal), and three are short range (fronto-frontal, cerebello-cerebellar, and cerebello-thalamic). The long-range connections are likely to relate to cognitive control, and the short-range connections relate to rule-based stimulus-response processes. The revealed neural network suggests that automaticity, acting on the task rules and interplaying with effortful top-down attentional control, accounts for cognitive speed.

Due to the widespread involvement of distributed collaboration triggered by COVID-19, it has become a new trend that has continued into the post-pandemic era. This study investigated collective performance within two collaborative environments (co-located and distancing settings) by assessing inter-brain synchrony patterns (IBS) among design collaborators using functional near-infrared spectroscopy. The preliminary study was conducted with three dyads who possessed 2–3 years of professional product design experience. Each dyad completed two designated design tasks in distinct settings. In the distributed condition, participants interacted through video conferencing in which they were allowed to communicate by verbalization and sketching using a shared digital whiteboard. To prevent the influences of different sketching tools on design outputs, we employed digital sketching for both environments. The interactions between collaborators were identified in three behaviors: verbal only, sketch only, and mixed communication (verbal and sketch). The consequences revealed a higher level of IBS when mixed communication took place in distributed conditions than in co-located conditions. Comparably, the occurrence of IBS increased when participants solely utilized sketching as the interaction approach within the co-located setting. A mixed communication method combining verbalization and sketching might lead to more coordinated cognitive processes when in physical isolation. Design collaborators are inclined to adjust their interaction behaviors in order to adapt to different design environments, strengthen the exchange of ideas, and construct design consensus. Overall, the present paper discussed the performance of virtual collaborative design based on a neurocognitive perspective, contributing valuable insights for the future intervention design that promotes effective virtual teamwork.

Product design and attractiveness are pivotal factors that determine people’s positive reactions when viewing a product and may eventually affect their purchasing choices. Comprehending how people assess product design is crucial. Various studies have explored the link between product attractiveness and consumer behavior, but these were predominantly behavioral studies that offered limited insight into the neural processes underlying perceptions of product attractiveness. Gaining a deeper understanding of these neural mechanisms is valuable, as it enables the formulation of more objective design guidelines based on brain activity, enhancing product appeal and, ultimately, spurring consumer purchases. In our study, we sought to (1) elucidate the neural network engaged when individuals evaluate highly attractive product images, (2) delineate the neural network activated during the evaluation of less attractive product images, and (3) contrast the differences in neural networks between evaluations of highly and less attractive images. We utilized fMRI to investigate the neural activation patterns elicited by viewing product images of varying attractiveness levels. The results indicated distinct neural activations in response to the two types of attractive images. Highly attractive product images elicited activity in the anterior cingulate cortex (ACC) and the occipital pole, whereas less attractive product images stimulated the insula and the inferior frontal gyrus (IFG). The findings of this project provide some of the first insights of its kind and valuable insights for future product design, suggesting that incorporating more positive and rewarding elements could enhance product appeal. This research elucidates the neural correlates of people’s responses to product attractiveness, revealing that highly attractive designs activate reward-related brain regions, while less attractive designs engage areas associated with emotional processing. These findings offer a neuroscientific basis for further studies on developing design strategies that align with consumers’ innate preferences, potentially transforming product design and marketing practices. By leveraging this knowledge, designers can craft products that not only meet functional needs but also resonate more deeply on an esthetic level, thereby enhancing consumer engagement and purchase likelihood.