Why does mobile payment promote purchases? Revisiting the pain of paying, and understanding the implicit pleasure via selective attention.

The past years have witnessed a phenomenal growth of the mobile payment market, but how mobile payment affects purchase behavior receives less attention from academics. Recent studies suggested that lower pain of paying may not fully clarify the relationship between mobile payment and increased purchases (i.e., mobile payment effect). The current research first introduced price level in Study 1 and demonstrated that the pain of paying served as an underlying mechanism only in the high-price condition rather than the low-price condition. As such, Study 2 was conducted in a low-price context to address the uncovered mechanisms. We propose a new concept of "pleasure of payment" that is defined as an implicit and consumption-related hedonic response based on the cue theory of consumption. By tracking spontaneous attention to positive attributes (i.e., benefits) of products, Study 2 demonstrated this implicit pleasure as a psychological mechanism for the mobile payment effect when the pain of paying was not at play. These findings have important implications for mobile payment in research and practice by identifying price level as a boundary condition for the role of pain of paying and understanding the positive downstream consequences of mobile payment usage on consumer psychology.

The emotional mechanism underlying the adverse effect of social exclusion on working memory performance: A tDCS study.

Social exclusion has been found to impair working memory (WM). However, the emotional mechanism underlying this adverse effect remains unclear. Besides, little is known about how to alleviate this adverse effect. In the current study, 128 participants were randomly assigned to a social excluded group or an included group while they received anodal transcranial direct current stimulation (tDCS) or sham tDCS over the right ventrolateral pre-frontal cortex (rVLPFC), then they completed the 2-back task. ANOVA results showed that under the sham tDCS condition, mood rating score and 2-back task accuracy of excluded participants were both lower than included participants, and after anodal tDCS, mood rating score and 2-back task accuracy of excluded participants were both higher compared to sham tDCS. Besides, the mediation model showed that negative emotion mediated the relationship between social exclusion and WM under the sham tDCS condition, while the mediating effect disappeared under the anodal tDCS condition. Based on these results, we argued that anodal tDCS over the rVLPFC could alleviate the adverse effect of social exclusion on WM by reducing negative emotion. These findings contributed to further understanding of the emotional mechanism underlying the adverse effect of social exclusion on WM, and providing a clinical treatment in response to social exclusion.

Pleasure of paying when using mobile payment: Evidence from EEG studies.

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 (e.g., purchase intention or willingness to pay). 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 (study 1, N = 66) and such an enhancement is generalizable to both hedonic and utilitarian products (study 2, N = 29). 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.

Electrophysiological evidence for the effects of pain on the different stages of reward evaluation under a purchasing situation.

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 (ERP) method. In the present study, a flash sale game (reward-seeking task) was carried out, in which the participants were instructed to press a button as soon as possible to obtain the earphone (a reward) 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 (FRN) 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.

Role effect on beauty premium: Female as proposer may gain more fairness.

Beauty premium permeates every aspect of life. However, whether females' roles, as proposers or as recipients/responders, have an influence on the marginal effect of beauty remains unclear and was explored in the current study. Dictator game and ultimate game were employed to investigate the effect of females' roles on beauty premium from males. Participants played against female recipients and proposers in Study 1. Linear regression models of social preferences with respect to female attractiveness showed a strongly positive marginal effect of beauty, and the effect was significantly higher when participants played against female recipients than female proposers. Study 2 with ultimate games only was conducted for further testing the effect of strategic behavior on beauty premium. A probabilistic method was established to handle issues on comparison between participants' behaviors as proposers and as recipients/responders. The results of these studies suggest that there are significant money forgone differences between females as proposers and as recipients/responders financially regardless of the strategy-or-not decision difference. All the findings indicate that the beauty premium varies with female roles.

Reward Modulates Unconsciously Triggered Adaptive Control Processes.

Adaptive control (e.g., conflict adaptation) refers to dynamic adjustments of cognitive control processes in goal-directed behavior, which can be influenced by incentive rewards. Recently, accumulating evidence has shown that adaptive control processes can operate in the absence of conscious awareness, raising the question as to whether reward can affect unconsciously triggered adaptive control processes. Two experiments were conducted to address the question. In Experiment 1, participants performed a masked flanker-like priming task manipulated with high- and low-value performance-contingent rewards presented at the block level. In this experiment conflict awareness was manipulated by masking the conflict-inducing stimulus, and high- or low-value rewards were presented at the beginning of each block, and participants earned the reward contingent upon their responses in each trial. We observed a great conflict adaptation for high-value rewards in both conscious and unconscious conflict tasks, indicating reward-induced enhancements of consciously and unconsciously triggered adaptive control processes. Crucially, this effect still existed when controlling the stimulus-response repetitions in a rewarded masked Stroop-like priming task in Experiment 2. The results endorse the proposition that reward modulates unconsciously triggered adaptive control to conflict, suggesting that individuals may enable rewarding stimuli to dynamically regulate concurrent control processes based on previous conflict experience, regardless of whether the previous conflict was experienced consciously.

You are excusable! Neural correlates of economic neediness on empathic concern and fairness perception.

There is ample experimental evidence showing that the proposers' social role is related to individuals' fairness perception in the Ultimatum Game (UG). However, various social roles, e.g., degree of economic neediness, have different influences on fairness perception, yet it has not been well studied. In this study, we adapted the UG paradigm and recorded electroencephalography (EEG) to probe the neural signatures of whether and how the degree of neediness influences fairness perception. Behavioral results showed that responders are prone to accept unfair offers from proposers in need more than those who are not in need. At the brain level, MFN (medial frontal negativity) was more negative-going in response to unfair than fair offers for not-in-need proposers. In contrast, we found a reversed MFN difference response to unfair and fair offers for in-need proposers, showing a strongly pure altruistic phenomenon. Moreover, we found smaller P300 amplitude was induced in the proposer-in-need condition, compared with its counterpart, while a negative correlation between empathy rating and P300 amplitude in the proposer-in-need condition regardless of the offers' fairness. The current results indicate that the degree of neediness might reduce fairness perception by promoting the empathic concern toward the in-need proposers rather than decreasing the empathic concern for the not-in-need proposers.

A genome variation map provides insights into the genetics of walnut adaptation and agronomic traits.

BACKGROUND: Common walnut (Juglans regia L.) is one of the top four most consumed nuts in the world due to its health benefits and pleasant taste. Despite its economic importance, the evolutionary history and genetic control of its adaptation and agronomic traits remain largely unexplored. RESULTS: We report a comprehensive walnut genomic variation map based on whole-genome resequencing of 815 walnut accessions. Evolutionary analyses suggest that Chinese J. regia diverged from J. sigillata with extensive hybridizations after the split of the two species. In contrast to annual crops, the genetic diversity and heterozygous deleterious mutations of Chinese common walnut trees have continued to increase during the improvement process. Selective sweep analyses identify 902 genes uniquely selected in the improved common walnut compared to its progenitor population. Five major-effect loci are identified to be involved in walnut adaptations to temperature, precipitation, and altitude. Genome-wide association studies reveal 27 genomic loci responsible for 18 important agronomic traits, among which JrFAD2 and JrANR are the potentially major-effect causative genes controlling linoleic acid content and color of the endopleura of the nut, respectively. CONCLUSIONS: The largest genomic resource for walnuts to date has been generated and explored in this study, unveiling their evolutionary history and cracking the genetic code for agronomic traits and environmental adaptation of this economically crucial crop tree.

More Negative FRN From Stopping Searches Too Late Than Too Early: An ERP Study.

It is widely known that the feedback from a decision outcome may evoke emotions like regret, which results from a comparison between the gain the decision-maker has made and the gain he/she might make. Less is known about how search behavior is linked to feedback in a sequential search task such as searching for jobs, employees, prices, investments, disinvestments, or other items. What are the neural responses once subjects decide to stop searching and receive the feedback that they stopped too early or too late compared with the optimal stopping time? In an experimental setting of a search task, we found that the feedback-related negativity (FRN) induced by the feedback from stopping too late was more negative than stopping too early, suggesting that subjects might experience stronger regret when stopping too late. Subjects preferred to stop searching earlier if the last feedback was that they stopped too late, and vice versa, although they did not always benefit more from such adjustment. This might reflect general patterns of human learning behavior, which also manifests in many other decisions. Gender differences and risk attitudes were also considered in the study.

Does mobile payment change consumers' perception during payment process? -An ERP study.

Innovative payment methods have been getting worldwide attention. Exploring the mechanisms behind consumers' purchase behaviors modulated by different payment methods was critical but challenging. In this paper, we proposed a 2 (payment methods: cash payment vs mobile payment) × 2 (price levels of products: high vs low) Event-Related Potentials (ERPs) experiment to study the difference of cash payment and mobile payment on consumers' purchase intention of products in different price level from a neuroscience perspective. Greater P200 amplitude was found in mobile payment condition, which meant that mobile payment captured more early attention resources than cash. Larger N270 amplitude was found in cash payment condition as the participants had to spend more cognitive resources and struggled more when using cash. Moreover, lower N270 amplitude was found in high-price product condition, which indicated that when there were limited cognitive resources, the affective process played a dominating role. Specifically, buying the high-price products with mobile payment, the consumers would experience the pleasure of consumption more rather than the pain of paying. The study offers insights on the cognitive process of consumers when they pay with different methods.

Rejuvenation remodels transcriptional network to improve rhizogenesis in mature Juglans tree.

Adventitious rooting of walnut species (Juglans L.) is known to be rather difficult, especially for mature trees. The adventitious root formation (ARF) capacities of mature trees can be significantly improved by rejuvenation. However, the underlying gene regulatory networks (GRNs) of rejuvenation remain largely unknown. To characterize such regulatory networks, we carried out the transcriptomic study using RNA samples of the cambia and peripheral tissues on the bottom of rejuvenated and mature walnut (Juglans hindsii × J. regia) cuttings during the ARF. The RNA sequencing data suggested that zeatin biosynthesis, energy metabolism and substance metabolism were activated by rejuvenation, whereas photosynthesis, fatty acid biosynthesis and the synthesis pathways for secondary metabolites were inhibited. The inter- and intra-module GRNs were constructed using differentially expressed genes. We identified 35 hub genes involved in five modules associated with ARF. Among these hub genes, particularly, beta-glucosidase-like (BGLs) family members involved in auxin metabolism were overexpressed at the early stage of the ARF. Furthermore, BGL12 from the cuttings of Juglans was overexpressed in Populus alba × P. glandulosa. Accelerated ARF and increased number of ARs were observed in the transgenic poplars. These results provide a high-resolution atlas of gene activity during ARF and help to uncover the regulatory modules associated with the ARF promoted by rejuvenation.

A Novel Recurrent Neural Network to Classify EEG Signals for Customers' Decision-Making Behavior Prediction in Brand Extension Scenario.

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 (EEG) 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 (t-SNE) neural network was proposed in current study to classify the EEG signals in the designed brand extension paradigm and to predict the participants' decisions (whether to accept the brand extension or not). 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 (LSTM) 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 (PCA) network, a recurrent independent component correlation algorithm [independent component analysis (ICA)] network, a t-SNE support vector machine (SVM) network, a t-SNE back propagation (BP) 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.

Dissociable neural oscillatory mechanisms underlying unconscious priming of externally and intentionally initiated inhibition.

Externally and intentionally initiated inhibitory processes, which are fundamental for human action control, can be unconsciously launched. However, the neural oscillatory mechanisms underlying unconscious priming of externally and intentionally generated inhibition remain unclear. This study aimed to explore this issue by extracting oscillatory power dynamics from electroencephalographic data with participants performing an unconscious version of the Go/No-Go/Choose task involving subliminally presented primes. The participants presented prolonged response times upon being instructed or intentionally deciding to commit a "Go" response following a No-Go prime compared with those following a Go prime. This indicates that unconscious inhibitory processes can be externally and intentionally initiated. Time-frequency analysis indicated increased theta band oscillatory power on the forced Go response following a No-Go prime compared with that following a Go prime. Contrastingly, there was pronounced alpha/low-beta band oscillatory power on the free-choice Go response following a No-Go prime compared with that following a Go prime. Moreover, there was a positive correlation of theta and alpha/low-beta band oscillations with human behavior performance related to the two distinct unconscious inhibitory processes. Our findings delineate dissociable neural oscillatory mechanisms underlying the unconscious priming of externally and intentionally initiated inhibition. Moreover, they might provide complementary neural oscillatory evidence supporting the discrepancy between instructed and voluntary human action control.

Electroencephalographic Theta-Band Oscillatory Dynamics Represent Attentional Bias to Subjective Preferences in Value-Based Decisions.

BACKGROUND: Previous studies have shown that people always pay more attention to highly preferred items of choice, which is well defined by behavioral measurements and eye-tracking. However, less is known about the neural dynamics underlying the role that visual attention plays in value-based decisions, especially in those characterized by the "relative value" (ie, value difference) between two items displayed simultaneously in a binary choice. PURPOSE: This study examined the neural temporal and neural oscillatory features underlying selective attention to subjective preferences in value-based decision making. METHODS: In this study, we recorded electroencephalography (EEG) measurements while participants performed a binary choice task in which they were instructed to respond to their preferred snack in high value difference (HVD) or low value difference (LVD) conditions. RESULTS: Behaviorally, participants showed faster responses and lower error rates in the HVD condition than in the LVD condition. In parallel, participants exerted a reduced prefrontal N2 component and attenuated frontal theta-band synchronization in the HVD condition as opposed to the LVD condition. Crucially, participants showed greater N2pc component and theta-band synchronization over the human posterior cortex in the HVD condition than in the LVD condition. Moreover, there was a direct correlation between frontal and posterior theta-band synchronization. CONCLUSION: The results show that theta-band oscillatory dynamics may represent attentional bias to subjective preferences, and this effect can be modulated by the level attentional bias to subjective preferences, and this effect can be modulated by the level of value difference. Our research provides insights into a new avenue via which the processing of selective attention and value representation in the value-based decisions can be implicated in an integrative neural oscillatory mechanism.

Genome-wide identification of agronomically important genes in outcrossing crops using OutcrossSeq.

Many important crops (e.g., tuber, root, and tree crops) are cross-pollinating. For these crops, no inbred lines are available for genetic study and breeding because they are self-incompatible, clonally propagated, or have a long generation time, making the identification of agronomically important genes difficult, particularly in crops with a complex autopolyploid genome. In this study, we developed a method, OutcrossSeq, for mapping agronomically important loci in outcrossing crops based on whole-genome low-coverage resequencing of a large genetic population, and designed three computation algorithms in OutcrossSeq for different types of outcrossing populations. We applied OutcrossSeq to a tuberous root crop (sweet potato, autopolyploid), a tree crop (walnut tree, highly heterozygous diploid), and hybrid crops (double-cross populations) to generate high-density genotype maps for the outcrossing populations, which enable precise identification of genomic loci underlying important agronomic traits. Candidate causative genes at these loci were detected based on functional clues. Taken together, our results indicate that OutcrossSeq is a robust and powerful method for identifying agronomically important genes in heterozygous species, including polyploids, in a cost-efficient way. The OutcrossSeq software and its instruction manual are available for downloading at www.xhhuanglab.cn/tool/OutcrossSeq.html.

The effects of brand familiarity and product category in brand extension: An ERP study.

In this paper, neural features influenced by brand familiarity and category were investigated in a brand extension experiment by using conventional event-related potentials (ERPs) and time-frequency analysis. Twenty-four participants were required to decide whether to accept the extension of one brand (stimulus 1) to a certain product category (stimulus 2) in a 2 familiarity x 2 category paradigm. Stimulus 1 consisted of household appliance brands that had different degrees of familiarity (high familiarity vs. low familiarity) to a certain participant, and stimulus 2 consisted of two categories of products (high conflict vs. low conflict). Twenty-two sets of valid data were used for data analysis. We found greater N270 amplitudes in the low-familiarity brand condition and in the high-conflict product category condition, which meant that the participants had to devote more cognitive resources when the brand was less familiar and felt more conflict when the brand was extended to the high-conflict product category. According to the time-frequency analysis results, brand familiarity and product category were found to have a significant effect on the amplitude of theta-band power (4-7.5 Hz) at frontal electrodes in the time period of 270-340 ms. This result indicated that the activity of individual nodes of the language processing networks increased when the extension product category was mismatched with respect to the brand name and that the related memory of the brand was activated and the long-term memory was extracted when the participants faced the high-familiarity brand extension. The study provides an insightful view of how brand familiarity and category influence consumers' cognitive processes regarding brand extension.

Symbolic Product Superiority in the Neural Salience of Compensatory Consumption Behavior.

To cope with self-threat being induced by personal setbacks in daily life, compensatory consumption, especially on symbolic product, has been found to do valuable help to resolve discrepancies between ideal and actual self-concept. Conforming to symbolic self-completion theory, the current study adopted event-related potentials to explore the objective information processing stages in self-concept-impaired status (the defeat group) on a neural level. The behavioral results replicated previous findings that the defeat group gained stronger purchase intention for symbolic products than utilitarian products. The electrophysiological data demonstrated that perceptual difficulties for products in preliminary stage (N1) were steady among conditions, and after that, information processing separation emerged. In contrast to the individuals with a draw experience, those with a defeat experience raised highly focused attention (P2) and eager expectation (N2) for products, especially for symbolic ones. Meanwhile, symbolic (vs. utilitarian) products also evoked a higher emotional arousal level and slowed the diminishment of involved attentional resource (late positive potential) at late cognitive processing stage. Taken together, the sequential integration of multiple neural indicators contributes to elucidating the processing stages of compensatory consumption behavior.

Modulating activity in the dorsolateral prefrontal cortex alter corruption behavior: A transcranial direct current stimulation study.

Corruption behavior has gained worldwide concern for its great harmfulness to public society. In order to reduce corruption, researchers have carried out numerous studies on corrupt prevention. Researchers found that except for external supervision, the internal factor such as moral judgment also have an impact on corruption behavior. Previous brain imaging and stimulation studies suggested that dorsolateral prefrontal cortex (DLPFC) is critical brain area which integrates emotional and cognitive process of moral judgments. Therefore, in the current study, we applied tDCS (transcranial direct current stimulation) over DLPFC to investigated the modulation effect of cortical excitability on corruption behavior. According to the characteristics of corruption, we designed an incomplete information invest game task based on trust game, then adopted a between-subject design to compare participants' corruption rate and reaction time (RT) among right anodal/left cathodal, left anodal/right cathodal and sham tDCS. The results showed that, in contrast to sham stimulation, left anodal/right cathodal tDCS reduced corruption rate both in high and low entrusted amount while right anodal/left cathodal tDCS only prolonged subjects' reaction time (RT) of dishonest response only in high entrusted amount. A possible explanation for the results of current study is that the left DLPFC is associated with the emotional process, which influenced the moral intuition aspect of moral judgment and reflected in the change of immoral behavior rate. While the right DLPFC is associated with cognitive control, which influenced the moral reasoning aspect of moral judgment and reflected in the change of reaction time. This explanation is also consistent with the Emotion-Evoked Collective Corruption Model and dual process theory of brain function.