Social Media Approval Reduces Emotional Arousal for People High in Narcissism: Electrophysiological Evidence

The Neuromarketing Concept in Artificial Neural Networks: A Case of Forecasting and Simulation from the Advertising Industry

This research aims to examine a neural network (artificial intelligence) as an alternative model to examine the neuromarketing phenomenon. Neuromarketing is comparatively new as a technique for designing marketing strategies, especially advertising campaigns. Marketers have used a variety of different neuromarketing tools, for instance functional magnetic resonance imaging (fMRI), eye tracking, electroencephalography (EEG), steady-state probe topography (SSPT), and other expensive gadgets. Similarly, researchers have been using these devices to carry out their studies. Therefore, neuromarketing has been an expensive project for both companies and researchers. We employed 585 human responses and used the neural network (artificial intelligence) technique to examine the predictive consumer buying behavior of an effective advertisement. For this purpose, we employed two neural network applications (artificial intelligence) to examine consumer buying behavior, first taken from a 1–5 Likert scale. A second application was run to examine the predicted consumer buying behavior in light of the neuromarketing phenomenon. The findings suggest that a neural network (artificial intelligence) is a unique, cost-effective, and powerful alternative to traditional neuromarketing tools. This study has significant theoretical and practical implications for future researchers and brand managers in the service and manufacturing sectors.

Political Orientation as Psychological Defense or Basic Disposition? A Social Neuroscience Examination

Psychological views on political orientation generally agree that conservatism is associated with negativity bias but disagree on the form of that association. Some view conservatism as a psychological defense that insulates from negative stimuli and events. Others view conservatism as a consequence of increased dispositional sensitivity to negative stimuli and events. Further complicating matters, research shows that conservatives are sometimes more and sometimes less sensitive to negative stimuli and events. The current research integrates these opposing views and results. We reasoned that conservatives should typically be less sensitive to negative stimuli if conservative beliefs act as a psychological defense. However, when core components of conservative beliefs are threatened, the psychological defense may fall, and conservatives may show heightened sensitivity to negative stimuli. In two ERP studies, participants were randomly assigned to either an ostensibly real economic threat or a nonthreatening control condition. To measure reactivity to negative stimuli, we indexed the P3 component to aversive white noise bursts in an auditory oddball paradigm. In both studies, the relationship between increased conservatism and P3 mean amplitude was negative in the control condition but positive in threat condition (this relationship was stronger in Study 2). In Study 2, source localization of the P3 component revealed that, after threat, conservatism was associated with increased activity in the anterior cingulate cortex and dorsomedial prefrontal cortex, regions associated with conflict-related processes. These results demonstrate that the link between conservatism and negativity bias is context-dependent, i.e., dependent on threat experiences.

The Mediating Role of Gaming Disorder in the Effect of Narcissism on Happiness in Children

We aimed to determine the relationship between gaming disorder, narcissism, and happiness levels of children between the ages of 9 and 15. This study was based on the compensation theory. The sample consists of 461 boys who continue their education in public schools in Istanbul. In the study, a mixed research design, which nests qualitative data into quantitative, was used. In addition to the scales and sociodemographic form, the Draw-a-Person test was also used to better understand children’s inner world. According to the findings, there is a significant relationship between gaming disorder and narcissism and happiness levels in children. Accordingly, as narcissism increases in children, the gaming disorder level increases, and happiness decreases. We also found a mediation effect in the impact of narcissism on happiness through gaming disorder. According to the results, we think that the problem is not caused by the individual but by society. For a solution, we recommend making more macro-level social work interventions within the framework of system theory instead of the current medical model in combating gaming disorder.

Neuromarketing as an Emotional Connection Tool Between Organizations and Audiences in Social Networks. A Theoretical Review

Currently, there is an important debate on how social networks have affected relations between organizations and their audiences: originally complementary –since organizations had full control over the messages that they sent to users, who were mere consumers of information–, they are now symmetric –since users produce and disseminate information about organizations on a global scale through social media–. Therefore, one of the main concerns of organizations when investing in social networks is to connect with their target audience, to have virality, greater visibility and scope. Likewise, neuromarketing is gaining significant importance when it comes to predicting user behavior through biometric measurements, so it can be an essential tool for developing content that engages organizations and their audiences. The main objective of this work is to conduct a theoretical review of the main scientific research on the effectiveness of neuromarketing as a tool to improve the emotional connection between organizations and users in social networks. Thus, the scientific literature on the object under study available on the Web Of Science has been extensively reviewed. The results of the analysis of the main researches in this field reveal the importance of neuromarketing: some of them agree that the communicative effectiveness between organizations and audiences in social networks depends more on sociology and psychology than on technology itself. Neuromarketing has also allowed to demonstrate the relevance of the so-called social influence in social networks: users tend to imitate the behaviors of others, under the premise that these actions reflect the appropriate procedure. That is, when a user sees that others in their environment comment or share a post, they tend to replicate that action in order to avoid the fear of being the only one who behaves differently.