Objective wealth plays an important role in social interaction and economic decision making. Previous studies indicate that objective wealth of others may influence the way we participate in resources allocation. However, the effect of objective wealth on responses to fairness-related resource distribution is far from clear, as are the underlying neural processes. To address this issue, we dynamically manipulated proposers’ objective wealth and analyzed participants’ behavior as responders in a modified Ultimatum Game, during which event-related potentials were recorded. Behavioral results (...) showed that participants were prone to reject unfair proposals although that rejection would reduce their own benefit. Importantly, participants were more likely to accept unfair offers from proposers with low objective wealth than from proposers with high objective wealth, with a drastic increase in acceptance rates of unfair offers from 32.79 to 50.59%. Further electrophysiological results showed that there was significantly enhanced feedback-related negativity amplitude toward proposers with high objective wealth for unfair offers. Furthermore, the late frontal negativity amplitude was larger for all the conditions which are not high-fair, which might be the only option that did not elicit any ambiguity. These findings suggest a strong role of proposers’ objective wealth in modulating responders’ behavioral and neural responses to fairness. (shrink)

Media is the principal source of public information, and people's trust in news has been a critical mechanism in social cohesion. In recent years, the vast growth of new media has brought huge change to the way information is conveyed, cannibalizing much of the space of traditional media. This has led to renewed attention on media credibility. The study aims to explore the impact of media channel on trust in news and examine the role of news type. Twenty-six participants were (...) asked to make trust–distrust decisions after reading a variety of news headlines from different media channels while undergoing electroencephalography monitoring. The electrophysiological results showed that, for hard news, the new media condition elicited smaller N100 and larger P200 amplitudes than the traditional media condition. However, for soft news, there was no significant difference. The study suggests that the fitness of media channel and news type may influence the evaluation of news, impacting participants' affective arousal and attention allocation in the early stage and influencing trust in news. These results provide neurocognitive evidence of individuals' trust toward hard and soft news consumed via different media channels, yielding new insights into trust in media and contributing to media trust theory. (shrink)

Affect plays an important role in the consumer decision-making process and there is growing interest in the development of new technologies and computational approaches that can interpret and recognize the affects of consumers, with benefits for marketing described in relation to both academia and industry. From an interdisciplinary perspective, this paper aims to review past studies focused on electroencephalography (EEG)-based affective computing (AC) in marketing, which provides a promising avenue for studying the mechanisms underlying affective states and developing recognition computational (...) models to predict the psychological responses of customers. This review offers an introduction to EEG technology and an overview of EEG-based AC; provides a snapshot of the current state of the literature. It briefly presents the themes, challenges, and trends in studies of affect evaluation, recognition, and classification; and further proposes potential guidelines for researchers and marketers. (shrink)