Objective wealth plays an important role in social interaction and economic decision making. Previous studies indicate that objective wealth of others may influence the way we participate in resources allocation. However, the effect of objective wealth on responses to fairness-related resource distribution is far from clear, as are the underlying neural processes. To address this issue, we dynamically manipulated proposers’ objective wealth and analyzed participants’ behavior as responders in a modified Ultimatum Game, during which event-related potentials were recorded. Behavioral results (...) showed that participants were prone to reject unfair proposals although that rejection would reduce their own benefit. Importantly, participants were more likely to accept unfair offers from proposers with low objective wealth than from proposers with high objective wealth, with a drastic increase in acceptance rates of unfair offers from 32.79 to 50.59%. Further electrophysiological results showed that there was significantly enhanced feedback-related negativity amplitude toward proposers with high objective wealth for unfair offers. Furthermore, the late frontal negativity amplitude was larger for all the conditions which are not high-fair, which might be the only option that did not elicit any ambiguity. These findings suggest a strong role of proposers’ objective wealth in modulating responders’ behavioral and neural responses to fairness. (shrink)

Affect plays an important role in the consumer decision-making process and there is growing interest in the development of new technologies and computational approaches that can interpret and recognize the affects of consumers, with benefits for marketing described in relation to both academia and industry. From an interdisciplinary perspective, this paper aims to review past studies focused on electroencephalography -based affective computing in marketing, which provides a promising avenue for studying the mechanisms underlying affective states and developing recognition computational models (...) to predict the psychological responses of customers. This review offers an introduction to EEG technology and an overview of EEG-based AC; provides a snapshot of the current state of the literature. It briefly presents the themes, challenges, and trends in studies of affect evaluation, recognition, and classification; and further proposes potential guidelines for researchers and marketers. (shrink)