The tendency of customers’ preference to their local brands over the foreign ones is known as the consumer ethnocentrism, and it is one of the important issues in international marketing. This study aims at identifying the behavioral and neural correlates of Consumer Ethnocentrism in the field of brand preference by using Event-Related Potential (ERP). We sampled subjects from two ethnic groups, the Chinese ethnic group and the sub-Sahara black Africans group from the Zhejiang University. The subjects faced two sequential stimuli, (...) S1 followed by S2. The S1 consisted of 40 pictures of 20 Chinese and 20 Africans black peoples wearing traditional clothes, and S2 consisted of 40 fake brand-logos which were divided randomly into two groups of 20 each. The subjects were informed that the people in the S1 purchased and recommended the products with the brand-logos presented in S2, and the subjects were asked to rate their preference degree toward these logos. The brand-logos were called the “in-group recommended logos” if the recommender in S1 were the same race as the subjects, otherwise, the “out-group recommended logos”.The results revealed that the race of the brand-logo recommender highly impacted the Chinese subjects’ preference for the brand-logos. The N200 component elicited by in-group recommended logos were significantly lower than those elicited by out-group recommended logos. Besides, there was evidence that being familiar with foreign cultures reduces consumer ethnocentrism. The African subjects were familiar with Chinese people and adopted Chinese culture, as a result, they did not differ in showing preferences between in-group and out-group recommended logos. (shrink)

It was meaningful to predict the customers' decision-making behavior in the field of market. However, due to individual differences and complex, non-linear natures of the electroencephalogram signals, it was hard to classify the EEG signals and to predict customers' decisions by using traditional classification methods. To solve the aforementioned problems, a recurrent t-distributed stochastic neighbor embedding neural network was proposed in current study to classify the EEG signals in the designed brand extension paradigm and to predict the participants' decisions. The (...) recurrent t-SNE neural network contained two steps. In the first step, t-SNE algorithm was performed to extract features from EEG signals. Second, a recurrent neural network with long short-term memory layer, fully connected layer, and SoftMax layer was established to train the features, classify the EEG signals, as well as predict the cognitive performance. The proposed network could give a good prediction with accuracy around 87%. Its superior in prediction accuracy as compared to a recurrent principal component analysis network, a recurrent independent component correlation algorithm [independent component analysis ] network, a t-SNE support vector machine network, a t-SNE back propagation neural network, a deep LSTM neural network, and a convolutional neural network were also demonstrated. Moreover, the performance of the proposed network with different activated channels were also investigated and compared. The results showed that the proposed network could make a relatively good prediction with only 16 channels. The proposed network would become a potentially useful tool to help a company in making marketing decisions and to help uncover the neural mechanisms behind individuals' decision-making behavior with low cost and high efficiency. (shrink)

ObjectiveThis study explores the relationship between physical exercise and school adaptation of junior middle school students and constructs a chain intermediary model through the intermediary role of psychological resilience and sports learning motivation.MethodsUsing the stratified cluster sampling method, 930 junior middle school students in Anhui Province were measured in group psychology by using the physical exercise rating scale, adolescent psychological resilience scale, physical learning motivation scale and school adaptation scale. The statistical software SPSS 23.0 and process plug-in were used for (...) statistical processing, and the common method deviation test was carried out by Harman single-factor control method. Finally, the bootstrap sampling test method and process plug-in were used to test the significance of intermediary effect.Results The direct prediction effect of physical exercise on school adaptation is remarkable ; psychological resilience and sports learning motivation are the intermediary variables of the relationship between physical exercise and school adaptation; psychological resilience and sports learning motivation play a chain mediation role in the relationship between physical exercise and school adaptation. The intermediary effect is composed of three indirect effects: physical exercise → psychological resilience → school adaptation, physical exercise → physical learning motivation → school adaptation, physical exercise → psychological resilience → physical learning motivation → school adaptation.ConclusionsPhysical exercise can directly improve the school adaptation of junior middle school students, which can also affect junior middle school students’ school adaptation indirectly through psychological resilience or sports learning motivation, and it can influence school adaptation through the chain mediation of psychological resilience and sports learning motivation. (shrink)

Objective: This study aimed to contribute to understanding the mechanisms underlying the association between empowering motivational climate in physical education and social responsibility among high school students, and have important implications for interventions aimed at improving social responsibility among high school students.Methods: Through the quota sampling, 802 students that complied with the requirements were surveyed from Anhui Province in China. Empowering motivational climate in physical education, social responsibility, interpersonal disturbance, and general self-efficacy were assessed using standard scales. For data analysis, (...) Pearson’s correlation analysis, structural equation model test, and bias-corrected percentile Bootstrap method were carried out in turn.Results: Common method biases can be accepted in this study, and the correlation among empowering motivational climate in physical education, social responsibility, interpersonal disturbance, and general self-efficacy are all significant; Empowering motivational climate in physical education, interpersonal disturbance and general self-efficacy can all predict social responsibility significantly; Structural equation modeling indicates good fit: χ2/df = 2.86, RMESA = 0.068, CFI = 0.92, NNFI = 0.91, NFI = 0.90, GFI = 0.93. It indicates that interpersonal disturbance and general self-efficacy can play mediating roles between empowering motivational climate in physical education and social responsibility, respectively. After that, interpersonal disturbance as well as general self-efficacy in turn plays the chain mediating effect in the relationship between empowering motivational climate in physical education and social responsibility. The effect size of the mediating effect of interpersonal disturbance and general self-efficacy in the relationship between empowering motivational climate in physical education and social responsibility is 0.048 and 0.148, respectively, and the effect size of the chain mediating effect is 0.031.Conclusion: Empowering motivational climate in physical education not only has a direct effect on social responsibility among high school students, but also influences social responsibility by the chain mediating effect of interpersonal disturbance and general self-efficacy. (shrink)

This study aims to explore the relationship between physical exercise, self-control, physical exercise atmosphere, and mobile phone addiction tendency among Chinese university students. Through the quota sampling, 1,433 students complied with the requirements were surveyed from 10 universities in China. PE, SC, PEA, and MPAT were assessed using standard scales. For data analysis, common method deviation test, mean number, standard deviation, correlation analysis and structural equation model analysis were carried out in turn. The results showed PE and MPAT were negatively (...) related. The interaction item PEA and SC could significantly positively predict the tendency of MPAT. In the high PEA group, SC had a significant negative predictive effect on the tendency of MPAT ; However, in the low PEA group, the negative predictive effect was stronger. The present study shows that PE significantly negatively predicted the tendency of MPAT, and SC played a complete mediating role in the relationship between PE and MPAT; The second half of the indirect effect of PE and MPAT was regulated by the PEA. The PEA will enhance the influence of SC on MPAT, but the high PEA will increase the level of MPAT of individuals at a very high level of SC. (shrink)

Pain and reward have crucial roles in determining human behaviors. It is still unclear how pain influences different stages of reward processing. This study aimed to assess the physical pain’s impact on reward processing with event-related potential method. In the present study, a flash sale game was carried out, in which the participants were instructed to press a button as soon as possible to obtain the earphone after experiencing either electric shock or not and finally evaluated the outcome of their (...) response. High-temporal-resolution electroencephalogram data were simultaneously recorded to reveal the neural mechanism underlying the pain effect. The ERP analyses revealed that pain affected the feedback processing reflected by feedback-related negativity and P300. Specifically, participants in the nopain situation exhibited greater FRN discrepancy between success and failure feedbacks relative to that in the pain situation. Moreover, the P300 amplitude was enhanced in the nopain condition compared to the pain condition regardless of the feedback valence. These results demonstrate that the pain reduced the sensitivity to the reward valence at the early stage and weakened the motivational salience at the late stage. Altogether, this study extends the understanding of the effect of pain on reward processing from the temporal perspective under a purchasing situation. (shrink)

As an unusual event, fasting can induce strong physiological and psychological reactions, but there is still no clear understanding of how previous fasting experiences affect people’s responses to current fasting. This study aimed to investigate the influence of previous fasting experiences on participants’ basic physiological and psychological responses in a fasting experiment conducted under intensive medical monitoring. For a 22-day experiment divided into four phases, a total of 13 persons participated; the participants were divided into a group with prior fasting (...) experience and a group without prior fasting experience. The results indicate no group differences in physiological responses ; however, differences in psychological states were observed, with the Newbie group showing more negative psychological states overall throughout the experiment. Hence, previous fasting experience may be a buffer against negative feelings during current fasting. For this reason, it is important to consider fasting experiences as a vital factor in future research. (shrink)

To investigate whether people can implicitly learn regularities in a social context, we developed a new implicit sequence learning task combining elements from classic false belief and serial reaction time tasks. Participants learned that protagonists were offered flowers at four locations. The protagonists' beliefs concerning the flowers were true or false, depending on their orientation, respectively, toward the scene or away from it. Unbeknown to the participants, there was a fixed belief-related sequence involving three dimensions. Participants had to indicate as (...) fast as possible where the flowers were located, or how many flowers were given according to the protagonists. Experiment 1 combined perceptual and motor processes, whereas Experiment 2 unconfounded the sequence and motor responses, allowing to investigate pure perceptual implicit learning. For reasons of comparison, two non-social conditions were created in Experiment 2 by replacing the protagonists with two non-social objects—colored cameras or shapes. Results revealed significant implicit sequence learning of all belief-related dimensions in Experiment 1, and of true-false belief orientation in Experiment 2, even without a motor confound. Importantly, there were faster reaction times and stronger sequence learning effects in the social than in the non-social conditions. The present findings demonstrate for the first time that people are able to implicitly learn belief-related sequences. (shrink)

本书评介了普列汉诺夫及其美学思想,尤其是从艺术的起源、艺术与社会心理等方面讨论了普列汉诺夫的观点,提出许多新的见解。.

Mobile payment has emerged as a popular payment method in many countries. While much research has focused on the antecedents of mobile payment adoption, limited research has investigated the consequences of mobile payment usage relating to how it would influence consumer behaviors. Here, we propose that mobile payment not just reduces the “pain of paying,” a traditional view explaining why cashless payment stimulates spending, but it also evokes the “pleasure of paying,” raising from the enhanced processing fluency in completing transactions. (...) We tested this new conceptualization of “pleasure of paying” using EEG, complementing other behavioral measures. In two studies, we found that mobile payment effectively enhanced purchase likelihood and such an enhancement is generalizable to both hedonic and utilitarian products. By employing EEG measures, we provided the first neural evidence of “pleasure of paying” in addition to the signal of “pain of paying.” Critically, we demonstrated that the “pleasure of paying” is a distinctive psychological mechanism that is induced by mobile payment usage and that the “pleasure of paying” joins the “pain of paying” to mediate the increased purchase intention. We discuss the contributions and implications of these results to the ongoing evolution of cashless payment societies. (shrink)