Jia Jin

The dark side of monetary incentive: how does extrinsic reward crowd out intrinsic motivation.

It was widely believed that incentives could effectively enhance the motivation of both students and employees. However, psychologists reported that extrinsic reward actually could undermine individuals’ intrinsic motivation to a given interesting task, which challenged viewpoints from traditional incentive theories. Numerous studies have been carried out to test and explain the undermining effect; however, the neural basis of this effect is still elusive. Here, we carried out an electrophysiological study with a simple but interesting stopwatch task to explore to what extent the performance-based monetary reward undermines individuals’ intrinsic motivation toward the task. The electrophysiological data showed that the differentiated feedback-related negativity amplitude toward intrinsic success failure divergence was prominently reduced once the extrinsic reward was imposed beforehand. However, such a difference was not observed in the control group, in which no extrinsic reward was provided throughout the experiment. Furthermore, such a pattern was not observed for P300 amplitude. Therefore, the current results indicate that extrinsic reward demotivates the intrinsic response of individuals toward success–failure outcome, which was reflected in the corresponding reduced motivational-related differentiated feedback-related negativity, but not in amplitude of P300.

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.

Neural basis of intrinsic motivation: evidence from event-related potentials

Human intrinsic motivation is of great importance in human behavior. However, although researchers have focused on this topic for decades, its neural basis was still unclear. The current study employed event-related potentials to investigate the neural disparity between an interesting stop-watch (SW) task and a boring watch-stop task (WS) to understand the neural mechanisms of intrinsic motivation. Our data showed that, in the cue priming stage, the cue of the SW task elicited smaller N2 amplitude than that of the WS task. Furthermore, in the outcome feedback stage, the outcome of the SW task induced smaller FRN amplitude and larger P300 amplitude than that of the WS task. These results suggested that human intrinsic motivation did exist and that it can be detected at the neural level. Furthermore, intrinsic motivation could be quantitatively indexed by the amplitude of ERP components, such as N2, FRN, and P300, in the cue priming stage or feedback stage. Quantitative measurements would also be convenient for intrinsic motivation to be added as a candidate social factor in the construction of a machine learning model.

Who Are the True Fans? Evidence from an Event-Related Potential Study

Fans of celebrities commonly exist in modern society. Researchers from social science have been concerned with this problem for years. Furthermore, such researchers have attempted to measure people’s involvement with celebrities in various ways. However, no study measured the degree of addiction to a specific celebrity at the neurological level. Therefore, the current study employed visually evoked event related potentials (ERPs) to examine people’s attitude toward celebrities by comparing different brain activities of fans and non-fans when they were shown a set of photos. These photos include a specific celebrity, a familiar person, a stranger and a butterfly. Furthermore, to examine the validity of the detected neural index, we also investigated the correlation between brain activity and the score of the Celebrity Attitude Scale (CAS), which was a questionnaire used to explore people’s attitude toward celebrities at behavioral level. Two groups of subjects were asked to complete an implicit task, i.e., to press a button when a picture of a butterfly appeared. Results revealed that fans showed significant positive N2 and P300 deflection when viewing the photos of their favorite celebrity, whereas in the non-fan group, the subjects only showed larger P300 amplitude as a response to the celebrity’s photos. Furthermore, a positive correlation between P300 amplitude elicited by the stimuli of a celebrity face and CAS scores was also observed. These findings indicated fan attitude to a specific celebrity can also be observed at the neurological level and suggested the potential utility of using ERP component as an index of fandom involvement.

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.

The evidence of dual conflict in the evaluation of brand extension: An event-related potential study

Brand extension is one of the central issues in marketing research. The current study employs event-related potentials (ERPs) to investigate the electrophysiological process when subjects make a decision to accept or reject a brand extension composed of two words (W1W2). W1 is always a beverage brand name, and W2 a product name among three product categories: household appliance product (extension type BH), snack product (BS), and beverage product (BB). The behavior and ERPs data showed that subjects found it easy to accept the brand extension in the BB condition, medium in the BS and hard in the BH situation. The negative slow waves in different cortexes suggested that there are two cognitive conflict processes in evaluating a brand extension in the W1W2 paradigm: the conflict between W1 and W2, and the conflict between the whole information of W1W2 and the information retrieved from memory about the products under the brand name in W1.

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.

They all do it, will you? Event-related potential evidence of herding behavior in online peer-to-peer lending

As herding is a typical characteristic of human behavior, many researchers have found the existence of herding behavior in online peer-to-peer lending through empirical surveys. However, the underlying neural basis of this phenomenon is still unclear. In the current study, we studied the neural activities of herding at decision-making stage and feedback stage using event-related potentials (ERPs). Our results showed that at decision-making stage, larger error related negativity (ERN) amplitude was induced under low-proportion conditions than that of high-proportion conditions. Meanwhile, during feedback stage, negative feedback elicited larger feedback related negativity (FRN) amplitude than that of positive feedback under low-proportion conditions, however, there was no significant FRN difference under high-proportion conditions. The current study suggests that herding behavior in online peer-to-peer lending is related to individuals risk perception and is possible to avoid negative emotions brought by failed investments.

How Is the Neural Response to the Design of Experience Goods Related to Personalized Preference? An Implicit View

Understanding the process by which consumers evaluate the designs of experience goods is critical for firms designing and delivering experience products. As the implicit process involved in this evaluation, and given the possible social desirability bias inherent to traditional methods of product design evaluation in certain conditions, neuroscientific methods are preferred to gain insight into the neural basis of consumers’ evaluation of experience good designs. We here used event-related potentials (ERPs) and a revised go/no-go paradigm to investigate consumers’ neural responses to experience good designs. Personalized product designs and neutral landscape pictures were randomly presented to 20 student participants; they were asked to view these product designs without making any decisions. The paired t-test and repeated-measures analysis of correlation showed that the P200 and late positive potential (LPP) elicited by the most-preferred experience good designs were significantly higher than that elicited by least-preferred designs, and the two ERP components were positively correlated with the personalized rating scores. Thus, P200 and LPP might be the early and late indices of consumers’ evaluation of experience good designs, respectively, and may facilitate an understanding of the temporal course of this evaluation. Furthermore, these two ERP components can be used to identify consumers’ preferences toward experience good designs. In addition, given the use of personalized experimental stimuli, these findings may help to explain why customized products are preferred by consumers.