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  1. A Novel Recurrent Neural Network to Classify EEG Signals for Customers' Decision-Making Behavior Prediction in Brand Extension Scenario.Qingguo Ma, Manlin Wang, Linfeng Hu, Linanzi Zhang & Zhongling Hua - 2021 - Frontiers in Human Neuroscience 15.
    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 (...)
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  2.  3
    Editorial: Neuromanagement and Neuromarketing.Vincenzo Russo, Qingguo Ma, Jesper Clement, Jia Jin, Tao Liu & Margherita Zito - 2022 - Frontiers in Psychology 13.
  3.  3
    The Influence of the Consumer Ethnocentrism and Cultural Familiarity on Brand Preference: Evidence of Event-Related Potential (ERP).Qingguo Ma, H’Meidatt Mohamed Abdeljelil & Linfeng Hu - 2019 - Frontiers in Human Neuroscience 13.
    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, (...)
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  4.  12
    Who Deserves My Trust? Cue-Elicited Feedback Negativity Tracks Reputation Learning in Repeated Social Interactions.Diandian Li, Liang Meng & Qingguo Ma - 2017 - Frontiers in Human Neuroscience 11.
  5. Social Discounting under Risk.Jia Jin, Guanxiong Pei & Qingguo Ma - 2017 - Frontiers in Psychology 8.
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  6. Symbolic Product Superiority in the Neural Salience of Compensatory Consumption Behavior.Wenjun Yu, Zhongqiang Sun, Zhihui He, Chuyuan Ye & Qingguo Ma - 2020 - Frontiers in Psychology 11.
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  7.  1
    Pleasure of paying when using mobile payment: Evidence from EEG studies.Manlin Wang, Aiqing Ling, Yijin He, Yulin Tan, Linanzi Zhang, Zeyu Chang & Qingguo Ma - 2022 - Frontiers in Psychology 13.
    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. (...)
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    Corrigendum: Who Deserves My Trust? Cue-Elicited Feedback Negativity Tracks Reputation Learning in Repeated Social Interactions.Diandian Li, Liang Meng & Qingguo Ma - 2019 - Frontiers in Human Neuroscience 13.
  9.  1
    Electrophysiological evidence for the effects of pain on the different stages of reward evaluation under a purchasing situation.Qingguo Ma, Wenhao Mao & Linfeng Hu - 2022 - Frontiers in Psychology 13.
    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 (...)
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