The Effects of Money on Fake Rating Behavior in E-Commerce: Electrophysiological Time Course Evidence From Consumers

Repetition suppression between monetary loss and social pain

The relationship between monetary loss and pain has been a recent research focus. Prior studies found similarities in the network representation patterns of monetary loss and pain, particularly social pain. However, the neural level evidence was lacking. To address this, we conducted an ERP experiment to investigate whether there is a repetitive suppression effect of monetary loss on the neural activity of social pain, aiming to understand if they engage overlapping neuronal populations. The results revealed that FRN amplitudes showed repetitive suppression effects of monetary loss on the neural activity of social pain. Our study suggests that monetary loss and social pain share common neural bases, indicating that they might involve shared neural modules related to cognitive conflict and affective appraisal.

A systematic review on EEG-based neuromarketing: recent trends and analyzing techniques

Neuromarketing is an emerging research field that aims to understand consumers' decision-making processes when choosing which product to buy. This information is highly sought after by businesses looking to improve their marketing strategies by understanding what leaves a positive or negative impression on consumers. It has the potential to revolutionize the marketing industry by enabling companies to offer engaging experiences, create more effective advertisements, avoid the wrong marketing strategies, and ultimately save millions of dollars for businesses. Therefore, good documentation is necessary to capture the current research situation in this vital sector. In this article, we present a systematic review of EEG-based Neuromarketing. We aim to shed light on the research trends, technical scopes, and potential opportunities in this field. We reviewed recent publications from valid databases and divided the popular research topics in Neuromarketing into five clusters to present the current research trend in this field. We also discuss the brain regions that are activated when making purchase decisions and their relevance to Neuromarketing applications. The article provides appropriate illustrations of marketing stimuli that can elicit authentic impressions from consumers' minds, the techniques used to process and analyze recorded brain data, and the current strategies employed to interpret the data. Finally, we offer recommendations to upcoming researchers to help them investigate the possibilities in this area more efficiently in the future.

Determinants of multimodal fake review generation in China's E-commerce platforms

This paper develops a theoretical model of determinants influencing multimodal fake review generation using the theories of signaling, actor-network, motivation, and human-environment interaction hypothesis. Applying survey data from users of China's three leading E-commerce platforms (Taobao, Jingdong, and Pinduoduo), we adopt structural equation modeling, machine learning technique, and Bayesian complex networks analysis to perform factor identification, path analysis, feature factor importance ranking, regime division, and network centrality analysis of full sample, male sample, and female sample to reach the following conclusions: (1) platforms' multimodal recognition and governance capabilities exert significant negative moderating effects on merchants' information behavior, while it shows no apparent moderating effect on users' information behavior; users' emotional venting, perceived value, reward mechanisms, and subjective norms positively influence multimodal fake review generation through perceptual behavior control; (2) feature factors of multimodal fake review generation can be divided into four regimes, i.e., regime 1 includes reward mechanisms and perceived social costs, indicating they are key feature factors of multimodal fake review generation; merchant perception impact is positioned in regime 2, signifying its pivotal role in multimodal fake review generation; regime 3 includes multimodal recognition and governance capabilities, supporting/disparaging merchants, and emotional venting; whereas user perception impact is positioned in regime 4, indicating its weaker influence on multimodal fake review generation; (3) both in full sample, male sample, and female sample, reward mechanisms play a crucial role in multimodal fake review generation; perceived value, hiring review control agency, multimodal recognition and governance capabilities exhibit a high degree of correlation; however, results of network centrality analysis also exhibit heterogeneity between male and female samples, i.e., male sample has different trends in closeness centrality values and betweenness centrality values than female sample. This indicates that determinants influencing multimodal fake review generation are complex and interconnected.

A systematic review of the prediction of consumer preference using EEG measures and machine-learning in neuromarketing research

Introduction

The present paper discusses the findings of a systematic review of EEG measures in neuromarketing, identifying which EEG measures are the most robust predictor of customer preference in neuromarketing. The review investigated which TF effect (e.g., theta-band power), and ERP component (e.g., N400) was most consistently reflective of self-reported preference. Machine-learning prediction also investigated, along with the use of EEG when combined with physiological measures such as eye-tracking.

Methods

Search terms ‘neuromarketing’ and ‘consumer neuroscience’ identified papers that used EEG measures. Publications were excluded if they were primarily written in a language other than English or were not published as journal articles (e.g., book chapters). 174 papers were included in the present review.

Results

Frontal alpha asymmetry (FAA) was the most reliable TF signal of preference and was able to differentiate positive from negative consumer responses. Similarly, the late positive potential (LPP) was the most reliable ERP component, reflecting conscious emotional evaluation of products and advertising. However, there was limited consistency across papers, with each measure showing mixed results when related to preference and purchase behaviour.

Conclusions and implications

FAA and the LPP were the most consistent markers of emotional responses to marketing stimuli, consumer preference and purchase intention. Predictive accuracy of FAA and the LPP was greatly improved through the use of machine-learning prediction, especially when combined with eye-tracking or facial expression analyses.

The impact of empathy with nature on green purchase behavior: An ERP study

Due to the attitude-behavior gap in green consumption, it is necessary to conduct more research on consumers' actual purchase behavior. At present, few studies have been conducted on the impact of empathy with nature on green purchase behavior. This research explored the underlying neural mechanism of empathy with nature on consumers' green purchase decisions by applying the event-related potentials (ERPs) approach. Behaviorally, compared with the control group, the experimental group had a higher purchase rate of green products and spent less time when buying green products. For the experimental group, buying green products required less time than buying traditional products. At the neural level, when buying green products, the N2 and N400 amplitudes of the experimental group were smaller than those of the control group. For the experimental group, buying green products elicited a smaller N2 amplitude than buying traditional products. These findings suggested that empathy with nature could reduce consumers' decision conflict when buying green products, thereby promoting consumers' green purchase behavior.

The Impact of the Scale of Third-Party Logistics Guaranteeing Firms on Bank Credit Willingness in Supply Chain Finance: An ERP Study

Supply chain financing guaranteed by third-party logistics (3PL) firms is an effective way to solve the financing difficulties of small and medium-sized enterprises (SMEs). Studies have explored factors that affect the willingness of supply chain financial credit providers under guarantee of 3PL firms (e.g., the scale of financing enterprises and credit). However, whether the scale of 3PL firms will affect the bank’s credit decision has not been studied, as well as the neural processing of credit decisions. To clarify these issues, this study extracted behavioral and event-related potentials (ERPs) data when participants performed a selection task of judging whether to grant credit to guaranteed financing-seeking enterprises according to the large or small scale of the 3PL guaranteeing firms. The behavioral results showed that under the condition of a large-scale 3PL guaranteeing firm, the willingness to provide credit to SMEs was higher than that under the condition of a small-scale 3PL guaranteeing firm. This finding indicates there was credit scale discrimination against 3PL guaranteeing firms in supply chain finance. The ERP results showed that compared with the condition of a large-scale 3PL guaranteeing firm, a greater N2 amplitude was induced under the condition of a small-scale 3PL guaranteeing firm, which indicated that credit decision makers experienced greater perceived risk and more decision-making conflict. In contrast, a larger LPP amplitude was detected under the condition of a large-scale 3PL guaranteeing firm (as opposed to a small-scale firm), which indicated that large-scale 3PL guaranteeing firms received more positive comments and more positive emotions from credit decision makers than small-scale 3PL guaranteeing firms. Based on these results, this study reveals the cognition process of credit decision makers regarding the impact of the 3PL guaranteeing firm scale on the willingness to provide credit in supply chain finance and explains the theory of credit scale discrimination from the perspective of decision neuroscience.

A review of research on neuromarketing using content analysis: key approaches and new avenues

There is currently a growing interest in a deeper understanding of consumer behaviour. In this context, the union of different disciplines such as neuroscience and marketing has given birth to new fields of knowledge, e.g. neuromarketing. This study is mainly aimed at carrying out a systematic revision of the literature on neuromarketing from a holistic point of view, analysing its definition and processes, as well as more specific aspects such as its ethics and applications. Based on the results of our review, following a combined methodology with a base dictionary and text mining, our study presents both the current lines of research and the future lines of work.

The Effect of Social Distance on Intertemporal Choice of Reward Processing: An Event-Related Potentials Study

Social factors can affect the processing of intertemporal choice, but the influence of social distance on the rewarding process of intertemporal choice is unclear. Therefore, by designing a novel cognitive resource competition paradigm for undifferentiated intertemporal choice, this article aims to explore the influence of social distance on intertemporal choice reward processing at the electrophysiological level. It was found that compared with the stranger condition, P3a is greater in the friend condition, which means social distance is evaluated in the early stage. In addition, different brain regions in the early stages are taking charge of processing the soon-but-small (SS) and later-but-lager (LL) reward in intertemporal choice. There is an interaction effect between social distance (friend vs. stranger) and intertemporal choice (SS reward vs. LL reward) on P3b. Under friend conditions, the P3b induced by LL reward is more positive than SS reward. Under the condition of choosing the LL reward, the P3b induced by friend is more positive than stranger. This result shows that in the latter stage of reward processing, the evaluation process of time discounting is less sensitive in LL reward for friend caused by lack of cognitive resources which is occupied when dealing with social distance in advance, and thus the degree of time discount was reduced. These findings demonstrate that P3b is the key index of time discounting and immediate and delayed rewards are valued in different brain regions.

Picking Your Brains: Where and How Neuroscience Tools Can Enhance Marketing Research

The use of neuroscience tools to study consumer behavior and the decision making process in marketing has improved our understanding of cognitive, neuronal, and emotional mechanisms related to marketing-relevant behavior. However, knowledge about neuroscience tools that are used in consumer neuroscience research is scattered. In this article, we present the results of a literature review that aims to provide an overview of the available consumer neuroscience tools and classifies them according to their characteristics. We analyse a total of 219 full-texts in the area of consumer neuroscience. Our findings suggest that there are seven tools that are currently used in consumer neuroscience research. In particular, electroencephalography (EEG) and eye tracking (ET) are the most commonly used tools in the field. We also find that consumer neuroscience tools are used to study consumer preferences and behaviors in different marketing domains such as advertising, branding, online experience, pricing, product development and product experience. Finally, we identify two ready-to-use platforms, namely iMotions and GRAIL that can help in integrating the measurements of different consumer neuroscience tools simultaneously. Measuring brain activity and physiological responses on a common platform could help by (1) reducing time and costs for experiments and (2) linking cognitive and emotional aspects with neuronal processes. Overall, this article provides relevant input in setting directions for future research and for business applications in consumer neuroscience. We hope that this study will provide help to researchers and practitioners in identifying available, non-invasive and useful tools to study consumer behavior.

Differential Effects of Monetary and Social Rewards on Product Online Rating Decisions in E-Commerce in China

Humans can change their behaviors to obtain environmental rewards (e.g., money, food, and sex). However, our knowledge regarding how rewards affect human behaviors by priming and whether there are differences among types of rewards is limited. This study focused on whether monetary and social rewards have different priming effects on product rating decisions in e-commerce by using a behavioral experiment and event-related potentials (ERPs). Using cash/discount coupons as a monetary reward and greeting cards as a social reward, the behavioral data showed that unsatisfactory products with a monetary reward induced a less negative consumer attitude than those with a social reward or no reward; additionally, such products were associated with a longer reaction time while rating products than those with a social reward, reflecting that monetary rewards made it more difficult for the subjects to rate unsatisfactory products than social rewards. The P2, N2, and P3 components of the ERP data were evaluated. Unsatisfactory products caused negative emotion, which could be compensated more by the monetary reward than the social reward as reflected by a smaller P2 amplitude. Due to the compensation effect of the monetary reward, unsatisfactory products were associated with more decision conflict than the social reward as reflected by a more negative N2 amplitude, which is consistent with the behavioral results. However, in the subsequent controlled process, regardless of whether the products were satisfactory or unsatisfactory, the monetary reward caused more attention reallocation and was more motivating than the social reward as reflected by a larger P3 component. These findings have implications for the marketing strategy of online sellers and value of online reviews and suggest attaching importance to ethical issues induced by monetary rewards in rating behaviors.

Symbolic Product Superiority in the Neural Salience of Compensatory Consumption Behavior

To cope with self-threat being induced by personal setbacks in daily life, compensatory consumption, especially on symbolic product, has been found to do valuable help to resolve discrepancies between ideal and actual self-concept. Conforming to symbolic self-completion theory, the current study adopted event-related potentials to explore the objective information processing stages in self-concept-impaired status (the defeat group) on a neural level. The behavioral results replicated previous findings that the defeat group gained stronger purchase intention for symbolic products than utilitarian products. The electrophysiological data demonstrated that perceptual difficulties for products in preliminary stage (N1) were steady among conditions, and after that, information processing separation emerged. In contrast to the individuals with a draw experience, those with a defeat experience raised highly focused attention (P2) and eager expectation (N2) for products, especially for symbolic ones. Meanwhile, symbolic (vs. utilitarian) products also evoked a higher emotional arousal level and slowed the diminishment of involved attentional resource (late positive potential) at late cognitive processing stage. Taken together, the sequential integration of multiple neural indicators contributes to elucidating the processing stages of compensatory consumption behavior.

How Do Price and Quantity Promotions Affect Hedonic Purchases? An ERPs Study

Due to consuming hedonic products unnecessary to basic well-being, consumers need justifications for pleasure. However, different justifications have differential influences in promoting hedonic purchases, such as price and quantity promotions (PP and QP), the difference being that the latter requires purchasing additional units to get the same discount as the former. In the present study, even-related potentials (ERPs) was applied to reveal the timing of brain activities to further understand how promotion information consisting of promotion type (PP and QP) and discount depth, deep and shallow discounts (DD and SD) on hedonic products was processed. Behaviorally, consumers were more willing to purchase items in PP and DD conditions than QP and SD conditions, respectively, and spent more time making final purchase decisions in QP and DD condition or PP and SD condition compared to PP and DD condition. Neurophysiologically, DD automatically recruited more attentional resources than SD and led to a higher P2 amplitude. QP and DD condition or PP and SD condition evoked a larger N2 amplitude and enhanced perceptual conflict compared to PP and DD condition. During late stage, PP and DD elicited a more positive LPP amplitude in contrast to QP and SD, respectively, indicating that people have stronger purchase intention and positive affect in PP and DD contexts. These findings provided evidence for the differential influences between PP and QP and what ultimately made consumers buy hedonic products or not.