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1.
Cereb Cortex ; 34(6)2024 Jun 04.
Artículo en Inglés | MEDLINE | ID: mdl-38904082

RESUMEN

In real-life scenarios, joint consumption is common, particularly influenced by social relationships such as romantic ones. However, how romantic relationships affect consumption decisions and determine dominance remains unclear. This study employs electroencephalography hyperscanning to examine the neural dynamics of couples during joint-consumption decisions. Results show that couples, compared to friends and strangers, prefer healthier foods, while friends have significantly faster reaction times when selecting food. Time-frequency analysis indicates that couples exhibit significantly higher theta power, reflecting deeper emotional and cognitive involvement. Strangers show greater beta1 power, indicating increased cognitive effort and alertness due to unfamiliarity. Friends demonstrate higher alpha2 power when choosing unhealthy foods, suggesting increased cognitive inhibition. Inter-brain phase synchrony analysis reveals that couples display significantly higher inter-brain phase synchrony in the beta1 and theta bands across the frontal-central, parietal, and occipital regions, indicating more coordinated cognitive processing and stronger emotional bonds. Females in couples may be more influenced by emotions during consumption decisions, with detailed sensory information processing, while males exhibit higher cognitive control and spatial integration. Granger-causality analysis shows a pattern of male dominance and female dependence in joint consumption within romantic relationships. This study highlights gender-related neural synchronous patterns during joint consumption among couples, providing insights for further research in consumer decision-making.


Asunto(s)
Encéfalo , Conducta de Elección , Electroencefalografía , Relaciones Interpersonales , Humanos , Masculino , Femenino , Adulto Joven , Adulto , Conducta de Elección/fisiología , Encéfalo/fisiología , Tiempo de Reacción/fisiología , Emociones/fisiología
2.
Cyberpsychol Behav Soc Netw ; 27(7): 452-466, 2024 Jul.
Artículo en Inglés | MEDLINE | ID: mdl-38757705

RESUMEN

This scoping review aimed to clarify and redefine the concepts of social and physical presence in the context of online livestreaming environments. Physical presence involves technical elements and nonhuman-to-human interaction, factors that inevitably influence social presence, which has human-to-human interactions at its core. Considering one type of presence to the exclusion of the other may not provide sufficiently informed decisions for user consumption. However, most previous studies have only studied either physical or social presence factors; few have systematically examined both to explain their influence. This review examined how the factors under these two presence influenced users' consumption decision-making process in TikTok live-stream retail purchases by synthesizing 60 studies conducted from 2019 to 2023 using Arksey and O'Malley's 5-step framework. Evidence of the specific attributes by which presence affects users' consumption decisions was elicited and reorganized. Using the preferred reporting items for systematic reviews and meta-analyses (PRISMA) framework for scoping review and guided by the joanna briggs institute (JBI) methodological guidelines, the results reveal that out of the 60 studies, 36 were influenced by social presence and 24 by physical presence. When livestreaming online, social presence tends to include the user and anchor perspectives, which prompts users to make consumption decisions. However, online physical presence includes products, technology, and scenes as its main dimensions, and users make consumption decisions through perceptual control. This review clarifies new media livestreaming communication and the key factors influencing users' consumption decision-making systems. It also suggests that integrating online social and physical presence in future research will yield a better understanding of livestreaming purchase decisions.


Asunto(s)
Toma de Decisiones , Humanos , Interacción Social , Comportamiento del Consumidor
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