Social Interactions

New marketing strategies for online group-buying business from a social interaction theory perspective

Companies that use online group-buying to get new business expansion opportunities at a price advantage are failing. Therefore, there is a need to develop new marketing strategies for group-buying companies to achieve market share and consumer favor. Given that consumers are society members, we used the social interaction theory to investigate the combination of factors that stimulate consumers’ purchase intentions. Fuzzy-set Qualitative Comparative Analysis was performed to evaluate different strategy configurations of social interaction elements, perceived quality, benefits and trust to promote purchase decisions from 406 group-buying consumer questionnaires. We revealed four pathways with different configurations that can prompt consumers to make group-buying decisions: information strategy, Word-of-Mouth strategy, sense of community strategy, as well as combining Word-of-Mouth and sense of community strategy. These strategies provide viable approaches through which group-buying companies can rationally use marketing programs to promote consumers’ purchase intentions.

Tactile stimulation reduces aggressiveness but does not lower stress in a territorial fish

Body tactile stimulation has a positive effect upon highly social animals, such as mammals and cleaner-client coral-reef fish, by relieving stress and improving health. Conversely, some tactile contacts are naturally detrimental, such as those resulted from aggressive interactions. To study whether positive responses from tactile stimulation are generalized among vertebrates, we tested its effect on stress response and aggressive behavior in a territorial fish species, Nile tilapia. We developed an apparatus made of a row of sticks bordered by silicone bristles that was positioned in the middle of the aquarium, and through which fish had to pass to access food, thus receiving tactile stimulation. Isolated fish experienced tactile stimulation for 7 days, and  were assigned to 2 types of stressors: non-social (confinement) or social (aggressive interaction). Each of them had a corresponding control treatment without tactile stimulation. Although fish spontaneously crossed the apparatus, we did not observe a decrease in plasma cortisol levels immediately after stressor application as a response to the use of the apparatus, either for social or non-social treatment. However, tactile stimulation reduced aggressive interaction in the social treatment, showing a positive effect on a territorial fish species, and pointing to a way to improve welfare.

Diuron metabolites act as endocrine disruptors and alter aggressive behavior in Nile tilapia (Oreochromis niloticus)

Diuron and its biodegradation metabolites were recently reported to cause alterations in plasma steroid hormone concentrations with subsequent impacts on reproductive development in fish. Since steroid hormone biosynthesis is regulated through neurotransmission of the central nervous system (CNS), studies were conducted to determine whether neurotransmitters that control hormone biosynthesis could be affected after diuron and diuron metabolites treatment. As the same neurotransmitters and steroid hormones regulate behavioral outcomes, aggression was also evaluated in male Nile tilapia (Oreochromis niloticus). Male tilapias were exposed for 10 days to waterborne diuron and the metabolites 3,4-dichloroaniline (DCA), 3,4-dichlorophenyl-N-methylurea (DCPMU), at nominal concentrations of 100 ng L^-1. In contrast to Diuron, DCA and DCPMU significantly diminished plasma testosterone concentrations (39.4% and 36.8%, respectively) and reduced dopamine levels in the brain (47.1% and 44.2%, respectively). In addition, concentrations of the stress steroid, cortisol were increased after DCA (71.0%) and DCPMU (57.8-%) exposure. A significant decrease in aggressive behavior was also observed in animals treated with the metabolites DCA (50.9%) and DCPMU (68.8%). These results indicate that biotransformation of diuron to active metabolites alter signaling pathways of the CNS which may impact androgen and the stress response as well as behavior necessary for social dominance, growth, and reproduction.

Survival, growth and stress response of juvenile tidewater goby, Eucyclogobius newberryi, to interspecific competition for food

Reintroduction of endangered fishes to historic habitat has been used as a recovery tool; however, these fish may face competition from other fishes that established in their native habitat since extirpation. This study investigated the physiological response of tidewater goby, Eucyclogobius newberryi, an endangered California fish, when competing for food with threespine stickleback, Gasterosteus aculeatus, a native species, and rainwater killifish, Lucania parva, a non-native species. Survival, growth and physiological indicators of stress (i.e. cortisol, glucose and lactate concentrations) were assessed for juvenile fish held for 28 days in two food-limited conditions. When fed a 75% ration, survival of E. newberryi was significantly lower when held with G. aculeatus. In all fish assemblages, weight and relative condition decreased then stabilized over the 28 day experiment, while length remained unchanged. Whole-body cortisol in E. newberryi was not affected by fish assemblage; however, glucose and lactate concentrations were significantly higher with conspecifics than with other fish assemblages. When fed a 50% ration, survival of E. newberryi decreased during the second half of the experiment, while weight and relative condition decreased and length remained unchanged in all three fish assemblages. Cortisol concentrations were significantly higher for all fish assemblages compared with concentrations at the start of the experiment, whereas glucose and lactate concentrations were depressed relative to concentrations at the start of the experiment, with the magnitude of decrease dependent on the species assemblage. Our findings indicate that E. newberryi exhibited reduced growth and an elevated generalized stress response during low food availability. In response to reduced food availability, competition with G. aculeatus had the greatest physiological effect on E. newberryi, with minimal effects from the non-native L. parva. This study presents the first reported cortisol, glucose and lactate concentrations in response to chronic stress for E. newberryi.

Novelty, stress, and biological roots in human market behavior

Although studies examining the biological roots of human behavior have been conducted since the seminal work Kahneman and Tversky, crises and panics have not disappeared. The frequent occurrence of various types of crises has led some economists to the conviction that financial markets occasionally praise irrational judgments and that market crashes cannot be avoided a priori (Sornette 2009; Smith 2004). From a biological point of view, human behaviors are essentially the same during crises accompanied by stock market crashes and during bubble growth when share prices exceed historic highs. During those periods, most market participants see something new for themselves, and this inevitably induces a stress response in them with accompanying changes in their endocrine profiles and motivations. The result is quantitative and qualitative changes in behavior (Zhukov 2007). An underestimation of the role of novelty as a stressor is the primary shortcoming of current approaches for market research. When developing a mathematical market model, it is necessary to account for the biologically determined diphasisms of human behavior in everyday low-stress conditions and in response to stressors. This is the only type of approach that will enable forecasts of market dynamics and investor behaviors under normal conditions as well as during bubbles and panics.

Acid-base balance during social interactions in rainbow trout (Oncorhynchus mykiss)

Socially subordinate rainbow trout (Oncorhynchus mykiss) experience chronic stress that impacts upon a variety of physiological functions, including Na(+) regulation. Owing to the tight coupling between Na(+) and Cl(-) uptake and, respectively, H(+) and HCO(3)(-) loss at the gill, ionoregulatory changes associated with social status may affect acid-base regulation. The present study assessed the responses of dominant, subordinate and control trout to hypercapnia (1% CO(2)) to test this hypothesis. Social status appeared to impact net acid excretion (J(net)H(+)) as subordinate individuals failed to increase net acid flux in response to hypercapnia. However, blood acid-base status was found to be unaffected by social status before or during hypercapnic exposure, indicating that subordinate fish were as effective as dominant or control trout in achieving compensation for the acid-base disturbance induced by hypercapnic exposure. Compensation in all groups involved decreasing Cl(-) uptake in response to hypercapnia. The branchial activities of both Na(+),K(+)-ATPase (NKA) and V-type H(+)-ATPase were affected by social interactions and/or exposure to hypercapnia. Branchial NKA activity was higher but V-ATPase activity was lower in control fish than in dominant or subordinate trout. In addition, control and subordinate but not dominant trout exposed to 24h of hypercapnia exhibited significantly higher branchial V-ATPase activity than fish maintained in normocapnia. Collectively, the data suggest that subordinate trout are able to regulate blood pH during a respiratory acidosis.

CRF and urotensin I effects on aggression and anxiety-like behavior in rainbow trout

Corticotropin-releasing factor (CRF) is central in the stress response but also modulates several behaviors including anxiety-related behaviors and aggression. In this study, juvenile rainbow trout (Oncorhynchus mykiss) were tested for competitive ability, determined during dyadic fights for dominance, after intracerebroventricular (i.c.v.) administration of CRF, urotensin I (UI), the non-specific CRF antagonist α-helical RF(9-41) (ahCRF) or the CRF receptor subtype 1-specific antagonist antalarmin, when paired with a mass-matched con-specific injected with saline. In addition, isolated fish received the same substances. Plasma cortisol and brain monoamines were monitored in all fish. Most fish receiving CRF showed a conspicuous behavior consisting of flaring the opercula, opening the mouth and violent shaking of the head from side to side. When this occurred, the fish immediately forfeited the fight. Similar behavior was observed in most fish receiving UI but no effect on outcome of dyadic fights was noted. This behavior seems similar to non-ambulatory motor activity seen in rats and could be anxiety related. Furthermore, fish receiving CRF at a dose of 1000 ng became subordinate, whereas all other treatments had no effects on the outcome of dyadic fights. In addition, isolated fish receiving ahCRF had lower brain stem concentrations of 5-hydroxyindoleacetic acid, serotonin, 3,4-dihydroxyphenylacetic acid and dopamine. In conclusion, CRF seems to attenuate competitive ability, and both CRF and UI seem to induce anxiety-like behavior.