The tendency of customers’ preference to their local brands over the foreign ones is known as the consumer ethnocentrism, and it is one of the important issues in international marketing. This study aims at identifying the behavioral and neural correlates of Consumer Ethnocentrism in the field of brand preference by using Event-Related Potential (ERP). We sampled subjects from two ethnic groups, the Chinese ethnic group and the sub-Sahara black Africans group from the Zhejiang University. The subjects faced two sequential stimuli, (...) S1 followed by S2. The S1 consisted of 40 pictures of 20 Chinese and 20 Africans black peoples wearing traditional clothes, and S2 consisted of 40 fake brand-logos which were divided randomly into two groups of 20 each. The subjects were informed that the people in the S1 purchased and recommended the products with the brand-logos presented in S2, and the subjects were asked to rate their preference degree toward these logos. The brand-logos were called the “in-group recommended logos” if the recommender in S1 were the same race as the subjects, otherwise, the “out-group recommended logos”.The results revealed that the race of the brand-logo recommender highly impacted the Chinese subjects’ preference for the brand-logos. The N200 component elicited by in-group recommended logos were significantly lower than those elicited by out-group recommended logos. Besides, there was evidence that being familiar with foreign cultures reduces consumer ethnocentrism. The African subjects were familiar with Chinese people and adopted Chinese culture, as a result, they did not differ in showing preferences between in-group and out-group recommended logos. (shrink)

It was meaningful to predict the customers' decision-making behavior in the field of market. However, due to individual differences and complex, non-linear natures of the electroencephalogram signals, it was hard to classify the EEG signals and to predict customers' decisions by using traditional classification methods. To solve the aforementioned problems, a recurrent t-distributed stochastic neighbor embedding neural network was proposed in current study to classify the EEG signals in the designed brand extension paradigm and to predict the participants' decisions. The (...) recurrent t-SNE neural network contained two steps. In the first step, t-SNE algorithm was performed to extract features from EEG signals. Second, a recurrent neural network with long short-term memory layer, fully connected layer, and SoftMax layer was established to train the features, classify the EEG signals, as well as predict the cognitive performance. The proposed network could give a good prediction with accuracy around 87%. Its superior in prediction accuracy as compared to a recurrent principal component analysis network, a recurrent independent component correlation algorithm [independent component analysis ] network, a t-SNE support vector machine network, a t-SNE back propagation neural network, a deep LSTM neural network, and a convolutional neural network were also demonstrated. Moreover, the performance of the proposed network with different activated channels were also investigated and compared. The results showed that the proposed network could make a relatively good prediction with only 16 channels. The proposed network would become a potentially useful tool to help a company in making marketing decisions and to help uncover the neural mechanisms behind individuals' decision-making behavior with low cost and high efficiency. (shrink)

The safety sign is important in our daily life and workplace to prevent potential safety issues. However, it remains undetermined whether the safety signs would influence the cognitive control ability of the people, which serves to guide the behaviors in a goal-directed manner. Therefore, this study aimed to examine the effect of safety signs on cognitive control by uncovering the behavioral performance and neural manifestations underlying the monitoring of conflict and error. The participants performed a flanker task after watching low- (...) and high-hazard safety signs with the electroencephalogram data recorded continually. The behavioral results indicated a classic congruency effect with higher accuracy rate and faster response time under a congruent condition compared to an incongruent condition. However, no hazard effect on behavioral performances was observed. The results of event-related potentials demonstrated a more negative N2 elicited by the incongruent trials and an increased ERN difference between the error and correct responses in the high-hazard condition compared to those in the low-hazard condition, implying that the monitoring of the conflict and error were both enhanced after watching the high-hazard safety signs. This study contributes to the understanding of the relationship between safety signs and cognitive control, and further expand the measurements that can be applied to assess the effectiveness of safety signs design. (shrink)

Pain and reward have crucial roles in determining human behaviors. It is still unclear how pain influences different stages of reward processing. This study aimed to assess the physical pain’s impact on reward processing with event-related potential method. In the present study, a flash sale game was carried out, in which the participants were instructed to press a button as soon as possible to obtain the earphone after experiencing either electric shock or not and finally evaluated the outcome of their (...) response. High-temporal-resolution electroencephalogram data were simultaneously recorded to reveal the neural mechanism underlying the pain effect. The ERP analyses revealed that pain affected the feedback processing reflected by feedback-related negativity and P300. Specifically, participants in the nopain situation exhibited greater FRN discrepancy between success and failure feedbacks relative to that in the pain situation. Moreover, the P300 amplitude was enhanced in the nopain condition compared to the pain condition regardless of the feedback valence. These results demonstrate that the pain reduced the sensitivity to the reward valence at the early stage and weakened the motivational salience at the late stage. Altogether, this study extends the understanding of the effect of pain on reward processing from the temporal perspective under a purchasing situation. (shrink)