Guanxiong Pei

Close games versus blowouts: Optimal challenge reinforces one's intrinsic motivation to win

When immersed in intrinsically motivating activities, individuals actively seek optimal challenge, which generally brings the most satisfaction as they play hard and finally win. To better simulate real-life scenarios in the controlled laboratory setting, a two-player online StopWatch (SW) game was developed, whose format is similar to that of a badminton tournament. During the game, a male opponent played by a confederate ensured that the same-sex participant paired with him won both matches, one with a wide margin (the lack of challenge condition) and another with a narrow one (the optimal challenge condition). Electrophysiological data were recorded during the entire experiment. An enlarged Stimulus-preceding negativity (SPN) was observed in the optimal challenge condition, indicating a more concentrated anticipatory attention toward the feedback and a stronger intrinsic motivation during close games. Thus, this study provided original neural evidence for predictions of Self-determination theory (SDT) and Flow theory, and confirmed and emphasized the significant role of optimal challenge in promoting ones intrinsic motivation to win.

What Makes You Generous? The Influence of Rural and Urban Rearing on Social Discounting in China

An individual’s willingness to share resources declines as the social distance between the decision maker and the recipient increases, which is known as social discounting. This social-distance-dependent prosocial behavior is likely to be influenced by the region in which individuals were raised. Based on previous studies on social discounting, this research focuses on the differing social distance-dependent prosocial behaviors between rural- and urban-reared participants in China. Our data showed that both groups’ behaviors conform to the social discounting function and fit the hyperbolic model, as reported in previous studies about social discounting. Interestingly, individuals who were raised in rural areas yielded a smaller discount rate than those who were raised in urban areas, which indicated that a rural upbringing produced people who were more generous than those with an urban upbringing. Furthermore, this distinct type of generosity occurred notably among individuals with greater social distance, such as strangers or distant acquaintances. The reason may be due to the difference in dominant culture, production mode and lifestyle between rural and urban people.

Inverted U-Shaped Curvilinear Relationship between Challenge and One's Intrinsic Motivation: Evidence from Event-Related Potentials

The balance between task demand and ones competence is critical for the maintenance of intrinsic motivation. According to Flow theory and Self-determination theory, optimal challenge gives rise to the maximum intrinsic motivation, and an inverted U-shaped curvilinear relationship between perceived challenge and ones intrinsic motivation is suggested. In order to provide direct experimental evidences for predictions of these theories, in this study, we employed the two-player StopWatch game that we previously designed, which made references to the game format of a badminton tournament. According to our manipulation, a male participant was defeated by the same-sex player paired with him (played by a well-trained confederate of the experimenter) in two matches, one with a wide margin (the complete defeat condition) and another with a narrow one (the near miss condition). Participants performed better and reported to enjoy the near miss match to a greater extent. Besides, an enlarged Stimulus-preceding negativity was elicited when participants were actively anticipating outcomes in the near miss condition, suggesting greater anticipatory attention toward the outcome and an enhanced intrinsic motivation to win. Thus, converging electrophysiological evidences from this study and our former study confirmed the inverted U-shaped curvilinear relationship between perceived challenge and ones intrinsic motivation.

Influence of negative emotion on the framing effect: evidence from event-related potentials.

The framing effect is the phenomenon in which different descriptions of an identical problem can result in different choices. The influence of negative emotions on the framing effect and its neurocognitive basis are important issues, especially in the domain of saving lives, which is essential and highly risky. In each trial of our experiment, the emotion stimulus is presented to the participants, followed by the decision-making stimulus, which comprises certain and risky options with the same expected value. Each pair of options is positively or negatively framed. The behavioral results indicate a significant interactive effect between negative emotion and frame; thus, the risk preference under the positive frame can be enhanced by negative emotions, whereas this finding is not true under the negative frame. The event-related potential analysis indicates that choosing certain options under the positive frame with negative emotion priming generates smaller P2 and P3 amplitudes and a larger N2 amplitude than with neutral emotion priming. The event-related potential findings indicate that individuals can detect risk faster and experience more conflict and increased decision difficulty if they choose certain options under the positive frame with negative priming compared with neutral priming.

The neural process of perception and evaluation for environmental hazards: evidence from event-related potentials.

Perception and evaluation of environmental hazards are vital for human beings to avoid potential hazard. This study used event-related potentials to explore the neural temporal features in the human brain during the processing of environmental hazard presented by picture stimuli, and we found two stages involved in processing pictures with environmental hazard: the relatively early automatic hazard perception stage indicated by P200 and the later hazard evaluation stage indicated by late positive potential. It provided certain evidence for the hazard perception two-stage model. The results indicated consistency between neural processing toward word and picture stimuli in the hazard evaluation tasks.

My friends have a word for it: Event-related potentials evidence of how social risk inhibits purchase intention

Social risk refers to the potential disapproval from significant others (especially family or friends), and it is crucial in dissuading consumers from making decisions to purchase. The current study explored the neural process underlying how social risk influenced peoples purchase intention. Event-related potentials (ERPs) were employed to investigate the electrophysiological process when subjects evaluated their purchase intention for products with social risk factors. The behavioral data showed that the social risk condition inhibited peoples purchase intention compared to the control condition. Neurophysiologically, larger anterior N2 amplitude was induced by the social risk condition in contrast with the control condition. We suggest that this anterior N2 may reflect the cognitive control or conflict monitoring. It may be that the participant has to regulate the conflict between an internal desire to purchase the item and the discordant information obtained from the social risk sentence, which would pressure the participant to not purchase the item in accord with social norms. These findings will be helpful in understanding the neural basis of social risk perception during purchase decisions.

Neural Process of the Preference Cross-category Transfer Effect: Evidence from an Event-related Potential Study

In business practice, companies prefer to find highly attractive commercial spokesmen to represent and promote their products and brands. This study mainly focused on the investigation of whether female facial attractiveness influenced the preference attitudes of male subjects toward a no-named and unfamiliar logo and determined the underlying reasons via neuroscientific methods. We designed two ERP (event-related potential) experiments. Experiment 1 comprised a formal experiment with facial stimuli. The purpose of experiment 2 was to confirm whether the logos that were used did not present a significant difference for the subjects. According to the behavioural results of experiment 1, when other conditions were not significantly different, the preference degree of the logos correlated with attractive female faces was increased compared with the logos correlated with unattractive faces. Reasons to explain these behavioural phenomena were identified via ERP measures, and preference cross-category transfer mainly caused the results. Additionally, the preference developed associated with emotion. This study is the first to report a novel concept referred to as the “Preference Cross-Category Transfer Effect”. Moreover, a three-phase neural process of the face evaluation subsequently explained how the cross-category transfer of preference occurred and influenced subject preference attitude toward brand logos.

They Are What You Hear in Media Reports: The Racial Stereotypes toward Uyghurs Activated by Media

Stereotypes from the major nationality toward minorities constitute a widely concerning problem in many countries. As reported by previous studies, stereotypes can be activated by media information that portrays the negative aspects of the target group. The current study focused on the neural basis of the modulation of negative media information on Han Chinese stereotypes toward Uyghurs by using event-related potentials. We employed the lexical decision task, in which participants were asked to categorize the presented word as positive or negative. Behavioral result showed that participants had a shorter reaction time to positive adjectives than to negative adjectives. The data of brain activity showed that compared with the Han condition, the Uyghurs condition elicited smaller N400 differences in the media priming group, whereas there was no significant N400 deflection difference between Han Chinese and Uyghurs in the control group. The current results suggested that the negative media information might influence their judgments toward other groups reflected in the deflection of N400 amplitude. Therefore, in order to mitigate or even eliminate stereotypes about national minorities, the effort of the media is important.

ERP evidence for consumer evaluation of copycat brands

Copycat brands mimic brand leaders to free ride on the latters equity. However, little is known regarding if and how consumers confuse copycat as leading brand in purchasing. In this study, we applied a word-pair evaluation paradigm in which the first word was a brand name (copycat vs. normal brand both similar with a leading brand in category), followed by a product name (near vs. far from the leading brand’s category). Behavioral results showed that, when the product is near the leader’s category, the copycat strategy (CN) was more preferred compared to the normal brand (NN) but not different in the far product condition (CF and NF). Event-related potential (ERP) data provided further insight into the mechanism. The N400 amplitude elicited by the CN condition was significantly smaller than NN. However, when products are far from the leader’s category, there was no significant difference in N400 amplitudes. For the late positive component (LPC), the CN gave rise to a larger amplitude than the CF. The N400 amplitude was suggested to reflect the categorization process, and the LPC demonstrated the recollection process in long-term memory. These findings imply that the copycat brand strategy is generally only effective when products are within the category of the leading brand, which offers important implications for marketing practices.

Social Discounting under Risk

As a measure of how prosocial behavior depends on social distance, social discounting is defined as the decrease in generosity between the decision maker and the recipient as the social distance increases. While risk is a ubiquitous part of modern life, there is limited research on the relationship between risk and prosocial behavior. In the present experiment, we empirically test whether risk has an influence on social discounting. We use the choice titration procedure to examine this effect. Our data show that independent of risk, participants are less eager to forego money and exhibit more selfishness toward a specific person when the social distance increases; these findings are reflected in the hyperbolic model. Interestingly, risk influences the shape of the social discounting function, which is reflected in the notable different discount rates. Individuals who make decisions under risk yield a smaller discount rate than those who make decisions without risk, i.e., under risk subjects reduce less their generosity as a function of the social distance. Furthermore, this distinct type of generosity occurs typically among individuals with 10-distance recipients but not with the closest- and furthest-social-distance recipients.