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Cognitive control is crucially involved in making (dis)honest decisions. However, the precise nature of this role has been hotly debated. Is honesty an intuitive response, or is will power needed to override an intuitive inclination to cheat? A reconciliation of these conflicting views proposes that cognitive control enables dishonest participants to be honest, whereas it allows those who are generally honest to cheat. Thus, cognitive control does not promote (dis)honesty per se; it depends on one's moral default. In the present study, we tested this proposal using electroencephalograms in humans (males and females) in combination with an independent localizer (Stroop task) to mitigate the problem of reverse inference. Our analysis revealed that the neural signature evoked by cognitive control demands in the Stroop task can be used to estimate (dis)honest choices in an independent cheating task, providing converging evidence that cognitive control can indeed help honest participants to cheat, whereas it facilitates honesty for cheaters.SIGNIFICANCE STATEMENTDishonesty causes enormous economic losses. To target dishonesty with interventions, a rigorous understanding of the underlying cognitive mechanisms is required. A recent study found that cognitive control enables honest participants to cheat, whereas it helps cheaters to be honest. However, it is evident that a single study does not suffice as support for a novel hypothesis. Therefore, we tested the replicability of this finding using a different modality (EEG instead of fMRI) together with an independent localizer task to avoid reverse inference. We find that the same neural signature evoked by cognitive control demands in the localizer task can be used to estimate (dis)honesty in an independent cheating task, establishing converging evidence that the effect of cognitive control indeed depends on a person's moral default.

Measurement of the determinants of socially undesirable behaviors, such as dishonesty, are complicated and obscured by social desirability biases. To circumvent these biases, we used connectome-based predictive modelling (CPM) on resting state functional connectivity patterns in combination with a novel task which inconspicuously measures voluntary cheating to gain access to the neurocognitive determinants of (dis)honesty. Specifically, we investigated whether task-independent neural patterns within the brain at rest could be used to predict a propensity for (dis)honest behaviour. Our analyses revealed that functional connectivity, especially between brain networks linked to self-referential thinking (vmPFC, temporal poles, and PCC) and reward processing (caudate nucleus), reliably correlates, in an independent sample, with participants’ propensity to cheat. Participants who cheated the most also scored highest on several self-report measures of impulsivity which underscores the generalizability of our results. Notably, when comparing neural and self-report measures, the neural measures were found to be more important in predicting cheating propensity.

Contains fulltext : 201325.pdf (Publisher’s version ) (Closed access) Source characteristics are a key determinant of preferences and choice in the interpersonal influence process. Extant literature documents the positive impact of similarity between oneself and an opinion provider on advice taking, but much less is known about how dissimilarity affects choice. While earlier research assumed that people ignore or discount the opinions of dissimilar others, we argue that dissimilarity can lead to preference and choice contrast. We posit that perceptions of dissimilarity trigger a more general hypothesis of dissimilarity. As a result, a preference contrast is observed, driven by people's tendency to interpret the provided opinion in a way that confirms their dissimilarity hypothesis. Five studies confirm the emergence of preference and choice contrast due to dissimilarity, and support the proposed mechanism. We discuss the relevance of proper baseline conditions for (dis)similarity research, as well as implications for research within the domain of interpersonal influence. 12 p.

There is a long-standing debate regarding the cognitive nature of (dis)honesty: Is honesty an automatic response or does it require willpower in the form of cognitive control in order to override an automatic dishonest response. In a recent study (Speer et al., 2020), we proposed a reconciliation of these opposing views by showing that activity in areas associated with cognitive control, particularly the inferior frontal gyrus (IFG), helped dishonest participants to be honest, whereas it enabled cheating for honest participants. These findings suggest that cognitive control is not needed to be honest or dishonest per se but that it depends on an individual’s moral default. However, while our findings provided insights into the role of cognitive control in overriding a moral default, they did not reveal whether overriding honest default behavior (non-habitual dishonesty) is the same as overriding dishonest default behavior (non-habitual honesty) at the neural level. This speaks to the question as to whether cognitive control mechanisms are domain-general or may be context specific. To address this, we applied multivariate pattern analysis to compare neural patterns of non-habitual honesty to non-habitual dishonesty. We found that these choices are differently encoded in the IFG, suggesting that engaging cognitive control to follow the norm (that cheating is wrong) fundamentally differs from applying control to violate this norm.

Abundant research has established the important role of ad-evoked feelings on consumers' reaction to advertising. However, measurement of feelings through explicit self-report is not without its limitations. The current study adds to previous work by showing a sophisticated way of first estimating how arousal is represented in the brain via an independent task (using EEG), and thereafter using this representation to measure arousal in response to advertisements. We then estimate the relationship between the identified process (arousal) and external measures of ad effectiveness (as measured by notability and attitude toward the ad). The results show that the neural measure of arousal is positively associated with notability of ads in the population at large, but may be negatively associated with attitude toward these ads. The implications for the application of EEG in ad testing and for understanding the relationship between arousal and effective advertising are discussed.

Many of the economically most costly forms of unethical behavior such as tax evasion, stock manipulations or movie and music piracy relate to the moral domain of (dis)honesty, in which unethical behavior is not targeted at a clearly identifiable victim. While large individual differences in (dis)honesty are evident, the neurocognitive determinants of this heterogeneity remain elusive. We combined connectome-based predictive modelling (CPM) on resting state functional connectivity patterns with a novel experimental task, which measures spontaneous and voluntary cheating inconspicuously, to investigate how these task-independent neural patterns shape our (dis)honest choices. Our analyses revealed that functional connectivity in a network of regions, including the dorsolateral prefrontal cortex and the inferior frontal gyrus, commonly linked to cognitive control processes, but also the medial prefrontal cortex and temporal pole, associated with self-referential thinking, and the caudate nucleus, linked to reward processing, are of central importance in promoting honesty. In a leave-one-out cross-validation analysis, we show that this neural model can reliably and accurately predict how much an unseen participant will cheat on our task. Participants who cheated the most, also scored highest on several impulsivity measures, which highlights the ecological validity of our task. Notably, when comparing neural and self-report measures, the neural measures were found to be significantly more important in predicting cheating. Our findings suggest that a person’s dis(honest) decisions depend on how well the self-referential thinking network is functionally connected to the control and reward networks.

Contains fulltext : 220312.pdf (Publisher’s version ) (Open Access) When asked to select several options at once, people tend to choose a greater diversity of items than when they are asked to make these selections one at a time. Using functional magnetic resonance imaging (fMRI), we provide novel insight into the neural mechanisms underlying diversification in portfolio choices. We found that, as participants made multiple selections from a menu of different options, the current state of their choice portfolio (i.e., the previously selected options) dynamically modulates activity in the neural valuation system in response to the options under evaluation. More specifically, we found that activity in the ventral striatum (VS) decreases when the option has already been selected ("satiation"), while activity in the ventromedial prefrontal cortex increases when other options have previously been selected ("novelty-seeking"). Our findings reveal two processes that drive diversification in portfolio choices, and suggest that the context of previous selections strongly impacts how the brain evaluates current choice options. 10 p.

Every day, we are faced with the conflict between the temptation to cheat for financial gains and maintaining a positive image of ourselves as being a ‘good person’. While it has been proposed that cognitive control is needed to mediate this conflict between reward and our moral self-image, the exact role of cognitive control in (dis)honesty remains elusive. Here, we identify this role, by investigating the neural mechanism underlying cheating. We developed a novel task which allows for inconspicuously measuring spontaneous cheating on a trial-by-trial basis in the MRI scanner. We found that activity in the Nucleus Accumbens promotes cheating, particularly for individuals who cheat a lot, while a network consisting of Posterior Cingulate Cortex, Temporoparietal Junction and Medial Prefrontal Cortex promotes honesty, particularly in individuals who are generally honest. Finally, activity in areas associated with Cognitive Control (Anterior Cingulate Cortex and Inferior Frontal Gyrus) helped dishonest participants to be honest, whereas it promoted cheating for honest participants. Thus, our results suggest that cognitive control is not needed to be honest or dishonest per se, but that it depends on an individual’s moral default.

Contains fulltext : 219546.pdf (Publisher’s version ) (Open Access) This study explored the feasibility of using shared neural patterns from brief affective episodes (viewing affective pictures) to decode extended, dynamic affective sequences in a naturalistic experience (watching movie-trailers). Twenty-eight participants viewed pictures from the International Affective Picture System (IAPS) and, in a separate session, watched various movie-trailers. We first located voxels at bilateral occipital cortex (LOC) responsive to affective picture categories by GLM analysis, then performed between-subject hyperalignment on the LOC voxels based on their responses during movie-trailer watching. After hyperalignment, we trained between-subject machine learning classifiers on the affective pictures, and used the classifiers to decode affective states of an out-of-sample participant both during picture viewing and during movie-trailer watching. Within participants, neural classifiers identified valence and arousal categories of pictures, and tracked self-reported valence and arousal during video watching. In aggregate, neural classifiers produced valence and arousal time series that tracked the dynamic ratings of the movie-trailers obtained from a separate sample. Our findings provide further support for the possibility of using pre-trained neural representations to decode dynamic affective responses during a naturalistic experience. 12 p.

Despite the large body of research that has investigated the effect of ad appeals of television advertisements on consumers' internal responses and behavior, our understanding of how different ad appeals are processed remains limited. Complementing existing literature with novel insights from neuroimaging techniques can be valuable, providing more immediate insights into implicit mental processes. The present study explores the neural responses to functional and experiential executional elements in television advertisements by using functional magnetic resonance imaging (fMRI). Comparing a unique set of different commercials for the same brand enabled examination of the influence of differences in ad appeal on brain responses and subsequent advertisement effectiveness. Findings show that functional and experiential executional elements engage different brain areas, associated with lower- and higher-level cognitive processes, and that the extent to which these particular brain areas are activated is associated with higher ad effectiveness.

Contains fulltext : 203498.pdf (Publisher’s version ) (Open Access) The extent to which brains respond similarly to a specific stimulus, across a small group of individuals, has been previously found to predict out-of-sample aggregate preference for that stimulus. However, the location in the brain where neural similarity predicts out-of-sample preference remains unclear. In this article, we attempt to identify the neural substrates in three functional magnetic resonance imaging (fMRI) studies. Two fMRI studies (N = 40 and 20), using previously broadcasted TV commercials, show that spatiotemporal neural similarity at temporal lobe and cerebellum predict out-of-sample preference and recall. A follow-up fMRI study (N = 28) with previously unseen movie-trailers replicated the predictive effect of neural similarity. Moreover, neural similarity provided unique information on out-of-sample preference above and beyond in-sample preference. Overall, the findings suggest that neural similarity at temporal lobe and cerebellum – traditionally associated with sensory integration and emotional processing – may reflect the level of engagement with video stimuli.

Although many studies revealed that emotions and their dynamics have a profound impact on cognition and behavior, it has proven difficult to unobtrusively measure emotions. In the current study, our objective was to distinguish different experiences elicited by audiovisual stimuli designed to evoke particularly happy, sad, fear and disgust emotions, using electroencephalography (EEG) and a multivariate approach. We show that we were able to classify these emotional experiences well above chance level. Importantly, we retained all the information (frequency and topography) present in the data. This allowed us to interpret the differences between emotional experiences in terms of component psychological processes such as attention and arousal that are known to be associated with the observed activation patterns. In addition, we illustrate how this method of classifying emotional experiences can be applied on a moment-by-moment basis in order to track dynamic changes in the emotional response over time. The application of our approach may be of value in many contexts in which the experience of a given stimulus or situation changes over time, ranging from clinical to consumption settings.

Item does not contain fulltext The present experiment tested the causal impact of testosterone on human competitive decision-making. According to prevailing theories about testosterone's role in social behavior, testosterone should directly boost competitive decisions. But recent correlational evidence suggests that testosterone's behavioral effects may depend on specific aspects of the context and person relevant to social status (win-lose context and trait dominance). We tested the causal influence of testosterone on competitive decisions by combining hormone administration with measures of trait dominance and a newly developed social competition task in which the victory-defeat context was experimentally manipulated, in a sample of 54 female participants. Consistent with the hypothesis that testosterone has context- and person-dependent effects on competitive behavior, testosterone increased competitive decisions after victory only among high-dominant individuals but testosterone decreased competitive decisions after defeat across all participants. These results suggest that testosterone flexibly modulates competitive decision-making depending on prior social experience and dominance motivation in the service of enhancing social status.

People are particularly sensitive to injustice. Accordingly, deeper knowledge regarding the processes that underlie the perception of injustice, and the subsequent decisions to either punish transgressors or compensate victims, is of important social value. By combining a novel decision-making paradigm with functional neuroimaging, we identified specific brain networks that are involved with both the perception of, and response to, social injustice, with reward-related regions preferentially involved in punishment compared with compensation. Developing a computational model of punishment allowed for disentangling the neural mechanisms and psychological motives underlying decisions of whether to punish and, subsequently, of how severely to punish. Results show that the neural mechanisms underlying punishment differ depending on whether one is directly affected by the injustice, or whether one is a third-party observer of a violation occurring to another. Specifically, the anterior insula was involved in decisions to punish following harm, whereas, in third-party scenarios, we found amygdala activity associated with punishment severity. Additionally, we used a pharmacological intervention using oxytocin, and found that oxytocin influenced participants' fairness expectations, and in particular enhanced the frequency of low punishments. Together, these results not only provide more insight into the fundamental brain mechanisms underlying punishment and compensation, but also illustrate the importance of taking an explorative, multimethod approach when unraveling the complex components of everyday decision-making.SIGNIFICANCE STATEMENTThe perception of injustice is a fundamental precursor to many disagreements, from small struggles at the dinner table to wasteful conflict between cultures and countries. Despite its clear importance, relatively little is known about how the brain processes these violations. Taking an interdisciplinary approach, we combine methods from neuroscience, psychology, and economics to explore the neurobiological mechanisms involved in both the perception of injustice as well as the punishment and compensation decisions that follow. Using a novel behavioral paradigm, we identified specific brain networks, developed a computational model of punishment, and found that administrating the neuropeptide oxytocin increases the administration of low punishments of norm violations in particular. Results provide valuable insights into the fundamental neurobiological mechanisms underlying social injustice.

Research on language abstraction has primarily been focused on the language that is used to describe (intergroup) behaviors, while limited attention has been given to communication about objects. This article aims to fill this gap and studies biases in language abstraction in the descriptions of interactions with objects. Study 1 demonstrated a linguistic expectancy bias in this setting: People described expectancy-congruent experiences with objects more abstractly than incongruent experiences. Study 2 examined a mediator, and provides data suggesting that expectancy-congruent (vs. incongruent) experiences were more likely attributed to the object (vs. the situation/user), and this causal inference mediated the effect of expectancy-(in)congruence on language use. Study 3 examined the impact of communication goals, and found that the goal to convince a receiver of the high quality of a product (vs. no persuasion goal) led to more abstract descriptions of positive experiences with objects and to more concrete language for negative experiences.

This article proposes that neuroscience can shape future theory and models in consumer decision making and suggests ways that neuroscience methods can be used in decision-making research. The article argues that neuroscience facilitates better theory development and empirical testing by considering the physiological context and the role of constructs such as hunger, stress, and social influence on consumer choice and preferences. Neuroscience can also provide new explanations for different sources of heterogeneity within and across populations, suggest novel hypotheses with respect to choices and underlying mechanisms that accord with an understanding of biology, and allow for the use of neural data to make better predictions about consumer behavior. The article suggests that despite some challenges associated with incorporating neuroscience into research on consumer decision processes, the use of neuroscience paradigms will produce a deeper understanding of decision making that can lead to the development of more effective decision aids and interventions. © 2012 Springer Science+Business Media, LLC.

This research aims to study the effect of a carefully selected congruent and simple ambient scent in a real-world supermarket setting. Specifically, we study how different levels of scent intensity affect shopper's mood, behavior and evaluations in a space with naturally occurring scents. Using electrostatic aroma diffusers, we apply a carefully selected melon scent at three different intensity levels in a large store of a major supermarket operator. The results show that, in the condition with high scent intensity, the scent has a significant positive effect on shopper’s store evaluations, time spent in store and store level sales. We provide evidence that mood is, as expected, a strong mediator of the effect of scent on positive evaluations. We also find that scent, used as a mood inducer, is especially effective for hurried shoppers. Interestingly, in terms of general mood inducement, we find that shoppers tend to overestimate the amount of time spent shopping at lower intensity levels and underestimate time spent shopping at high scent intensity levels. Implications for marketing and store management are discussed.

This study validates Rossiter and Percy's (1987) hook theory of presenter characteristics, for celebrity presenters. Firstly, by employing a product-alone control group, the study demonstrates that some celebrity-product pairings have a good fit and can persuade whereas others have no effect or represent such an obviously poor fit that they dissuade consumers from buying the product. Secondly, the study suggests that good fit, and thus persuasion, for celebrity presenters, depends on the audience immediately perceiving that the celebrity is an expert user of the product (for all products) and is a positive role model (for high-risk products). On the other hand, the study reveals that failure of any of four of the celebrity's characteristics causes dissuasion by celebrity presenters; these failures include lack of high visibility (i.e., not widely well-known), perceived inexpertness as a user of the product (a strong negative hook that is probably the reason for the poor fit perception), lack of trust (though this is a weak dissuasive factor for celebrities) and, paradoxically, the celebrity being too likable (for low-risk products). Thirdly, the hook(s) conceptualization of presenter characteristics is superior to the conventional linear conceptualization in that a hook-scored regression model accounted for the same amount of variance in persuasion–dissuasion as did the linear model (adjusted R 2 s of 41% vs. 43%) despite the hook model's handicap of at least one-third lower possible R 2 due to trichotomization of 7-point ratings into positive, neutral, and negative hooks.

Item does not contain fulltext People often conform to others with whom they associate. Surprisingly, however, little is known about the possible hormonal mechanisms that may underlie in-group conformity. Here, we examined whether conformity toward one's in-group is altered by oxytocin, a neuropeptide often implicated in social behavior. After administration of either oxytocin or a placebo, participants were asked to provide attractiveness ratings of unfamiliar visual stimuli. While viewing each stimulus, participants were shown ratings of that stimulus provided by both in-group and out-group members. Results demonstrated that on trials in which the ratings of the in-group and out-group were incongruent, the ratings of participants given oxytocin conformed to the ratings of their in-group but not of their out-group. Participants given a placebo did not show this in-group bias. These findings indicate that administration of oxytocin can influence subjective preferences, and they support the view that oxytocin's effects on social behavior are context dependent. 5 p.

Celebrity endorsement is omnipresent. However, despite its prevalence, it is unclear why celebrities are more persuasive than (equally attractive) non-famous endorsers. The present study investigates which processes underlie the effect of fame on product memory and purchase intention by the use of functional magnetic resonance imaging methods. We find an increase in activity in the medial orbitofrontal cortex (mOFC) underlying the processing of celebrity-product pairings. This finding suggests that the effectiveness of celebrities stems from a transfer of positive affect from celebrity to product. Additional neuroimaging results indicate that this positive affect is elicited by the spontaneous retrieval of explicit memories associated with the celebrity endorser. Also, we demonstrate that neither the activation of implicit memories of earlier exposures nor an increase in attentional processing is essential for a celebrity advertisement to be effective. By explaining the neural mechanism of fame, our results illustrate how neuroscience may contribute to a better understanding of consumer behavior.

The present research examines language abstraction as a method to systematically analyse word of mouth. First, we build on previous research on the systematic bias in the use of language abstraction in communication about human behavior, by revealing biased language use about objects. The first studies demonstrate that a negative word of mouth experience is described more abstractly by a consumer with an unfavorable (vs. favorable) product opinion. Second, we reveal how language abstraction influences a receiver¿s inferences about the product attitude of the consumer who is sending word of mouth, and how language abstraction influences the impact of word of mouth on the receiving consumer. Third, we extend previous research by ruling out the valence of the language as a possible alternative explanation for the use of abstract versus concrete language, and for the impact of this language on receivers.

Contains fulltext : 77104_pub.pdf (Publisher’s version ) (Closed access) Contains fulltext : 77104_pre.pdf (Author’s version preprint ) (Open Access) In word-of-mouth marketing, marketers often provide financial rewards for referrals. These rewards introduce a financial motive into an interaction among friends or acquaintances, which may harm the perceived sincerity of the referring customer. We show that this negative effect can be mitigated by disclosing the presence of financial motives, but also by the activation of a market pricing (‘sales’) relationship norm. However, such a norm has a negative effect on compliance with the referral. The effects of relationship norms are strongest when cognitive capacity is impaired, which suggests that the influence of relationship norms occurs outside the awareness of consumers. Conversely, the impact of disclosures is stronger when consumers have full cognitive capacity available. 10 p.

Canonical models of rational choice fail to account for many forms of motivated adaptive behaviors, specifically in domains such as food selections. To describe behavior in such emotion- and reward-laden scenarios, researchers have proposed dual-process models that posit competition between a slower, analytic faculty and a fast, impulsive, emotional faculty. In this paper, we examine the assumptions and limitations of these approaches to modeling motivated choice. We argue that models of this form, though intuitively attractive, are biologically implausible. We describe an approach to motivated choice based on sequential sampling process models that can form a solid theoretical bridge between what is known about brain function and environmental influences upon choice. We further suggest that the complex and dynamic relationships between biology, behavior, and environment affecting choice at the individual level must inform aggregate models of consumer choice. Models using agent-based complex systems may further provide a principled way to relate individual and aggregate consumer choices to the aggregate choices made by businesses and social institutions. We coin the term "brain-to-society systems" choice model for this broad integrative approach.

Previous research suggests that people form impressions of others based on their facial appearance in a very fast and automatic manner, and this especially holds for trustworthiness. However, as yet, this process has been investigated mostly in a social vacuum without taking interpersonal factors into account. In the current research, we demonstrate that both the relationship context that is salient at the moment of an interaction and the performed behavior are important moderators of the impact of facial cues on impression formation. It is shown that, when the behavior of a person we encounter is ambiguous in terms of trustworthiness, the relationship most salient at that moment is of crucial impact on whether and how we incorporate facial cues communicating (un)trustworthiness in our final evaluations. Ironically, this can result in less positive evaluations of interaction partners with a trustworthy face compared to interaction partners with an untrustworthy face. Implications for research on facial characteristics, trust, and relationship theories are discussed.

Human behavior is affected by various forms of persuasion. The general persuasive effect of high expertise of the communicator, often referred to as "expert power", is well documented. We found that a single exposure to a combination of an expert and an object leads to a long-lasting positive effect on memory for and attitude towards the object. Using functional magnetic resonance imaging (fMRI), we probed the neural processes predicting these behavioral effects. Expert context was associated with distributed left-lateralized brain activity in prefrontal and temporal cortices related to active semantic elaboration. Furthermore, experts enhanced subsequent memory effects in the medial temporal lobe (i.e. in hippocampus and parahippocampal gyrus) involved in memory formation. Experts also affected subsequent attitude effects in the caudate nucleus involved in trustful behavior, reward processing and learning. These results may suggest that the persuasive effect of experts is mediated by modulation of caudate activity resulting in a re-evaluation of the object in terms of its perceived value. Results extend our view of the functional role of the dorsal striatum in social interaction and enable us to make the first steps toward a neuroscientific model of persuasion.

Although much progress has been made in relating brain activations to choice behaviour, evidence that neural measures could actually be useful for predicting the successfulness of marketing actions remains limited. To be of added value, neural measures should significantly increase predictive power, above and beyond conventional measures. In the present study, the authors obtained both stated preference measures and neural measures (electroencephalography; EEG) in response to advertisements for commercially released movies (i.e. movie-trailers), to probe its potential to provide insight into individual preferences in our subjects, as well as movie sales in the population at large. The results show that EEG measures (beta and gamma oscillations) provide unique information regarding individual and population-wide preference, above and beyond stated preference measures, and can thus in principle be used as a neural marker for commercial success. As such, these results provide the first evidence that EEG measures are related to real-world outcomes, and that these neural measures can significantly add to models predicting choice behaviour compared to models that include only stated preference measures.

Two major approaches to measuring risk attitude are compared. One, based on the expected utility model is derived from responses to lotteries and direct scaling. The other measure is a psychometric approach based on Likert statements that produces a unidimensional risk attitude scale. The data are from computer-assisted interviews of 346 Dutch owner-managers of hog farms, who made decisions about their own businesses. While the measures demonstrate some degree of convergent validity, those measures based on lotteries were better predictors of actual market behavior. In contrast the psychometric scale showed more agreement to selfreported measures of innovativeness, market orientation, and the intention to reduce risk. In light of the higher predictive validity of lottery-based measurements, werecommend elicitation methods based on the expected utility paradigm.

It has often been proposed, or assumed, that improvisation is a useful metaphor to provide insight into managing and organizing. However, improvisation is more than a metaphor. It is an orientation and a technique to enhance the strategic renewal of an organization. The bridge between theory and practice is made through exercises used to develop the capacity to improvise, borrowed from theatre improvisation. This paper describes a typical improvisation workshop in developing six key areas that link improvisation exercises to the practice of management: interpreting the environment; crafting strategy; cultivating leadership; fostering teamwork; developing individual skills; and assessing organizational culture.

Item does not contain fulltext The steroid hormone testosterone has been associated with behavior intended to obtain or maintain high social status. Although such behavior is typically characterized as aggressive and competitive, it is clear that high social status is achieved and maintained not only through antisocial behavior but also through prosocial behavior. In the present experiment, we investigated the impact of testosterone administration on trust and reciprocity using a double-blind randomized control design. We found that a single dose of 0.5 mg of testosterone decreased trust but increased generosity when repaying trust. These findings suggest that testosterone may mediate different types of status-seeking behavior. It may increase competitive, potentially aggressive, and antisocial behavior when social challenges and threats (i.e., abuse of trust and betrayal) need to be considered; however, it may promote prosocial behavior in the absence of these threats, when high status and good reputation may be best served by prosocial behavior. 9 p.

International audience; The social and neural sciences share a common interest in understanding the mechanisms that underlie human behaviour. However, interactions between neuroscience and social science disciplines remain strikingly narrow and tenuous. We illustrate the scope and challenges for such interactions using the paradigmatic example of neuroeconomics. Using quantitative analyses of both its scientific literature and the social networks in its intellectual community, we show that neuroeconomics now reflects a true disciplinary integration, such that research topics and scientific communities with interdisciplinary span exert greater influence on the field. However, our analyses also reveal key structural and intellectual challenges in balancing the goals of neuroscience with those of the social sciences. To address these challenges, we offer a set of prescriptive recommendations for directing future research in neuroeconomics.

When do we describe an experience with a product concretely, and when abstractly?Language abstraction in communication about products When do we describe an experience with a product concretely, and when abstractly?Language abstraction in communication about products A main property of language is its abstractness, and language abstraction is a valuable and useful communication signal which can be used by communicators to optimize their interactions. Research on language abstraction has primarily been focused on the language that is used to describe (interpersonal) behavior, while limited attention has been given to communication about inanimate objects. This paper found a systematic pattern in the use of language abstraction in descriptions of objects: experiences with products that are congruent with the attitude of the sender towards a product are communicated more abstractly than attitude incongruent experiences. More specifically, negative experiences with products are communicated more abstractly by people with an unfavorable (vs. favorable) product attitude, while positive experiences are communicated more concretely by consumers with an unfavorable (vs. favorable) product attitude.

Contains fulltext : 95828.pdf (Publisher’s version ) (Open Access) We often change our behavior to conform to real or imagined group pressure. Social influence on our behavior has been extensively studied in social psychology, but its neural mechanisms have remained largely unknown. Here we demonstrate that the transient downregulation of the posterior medial frontal cortex by theta-burst transcranial magnetic stimulation reduces conformity, as indicated by reduced conformal adjustments in line with group opinion. Both the extent and probability of conformal behavioral adjustments decreased significantly relative to a sham and a control stimulation over another brain area. The posterior part of the medial frontal cortex has previously been implicated in behavioral and attitudinal adjustments. Here, we provide the first interventional evidence of its critical role in social influence on human behavior.

Contains fulltext : 81685.pdf (Publisher’s version ) (Closed access) We often change our decisions and judgments to conform with normative group behavior. However, the neural mechanisms of social conformity remain unclear. Here we show, using functional magnetic resonance imaging, that conformity is based on mechanisms that comply with principles of reinforcement learning. We found that individual judgments of facial attractiveness are adjusted in line with group opinion. Conflict with group opinion triggered a neuronal response in the rostral cingulate zone and the ventral striatum similar to the "prediction error" signal suggested by neuroscientific models of reinforcement learning. The amplitude of the conflict-related signal predicted subsequent conforming behavioral adjustments. Furthermore, the individual amplitude of the conflict-related signal in the ventral striatum correlated with differences in conforming behavior across subjects. These findings provide evidence that social group norms evoke conformity via learning mechanisms reflected in the activity of the rostral cingulate zone and ventral striatum.

Two major approaches to measuring risk attitude are compared. One, based on the expected utility model is derived from responses to lotteries and direct scaling. The other measure is a psychometric approach based on Likert statements that produces a unidimensional risk attitude scale. The data are from computer-assisted interviews of 346 owner-managers who made decisions about their own businesses. While the measures demonstrate some degree of convergent validity, the measures based on lotteries predicted actual market behavior better than the psychometric scale. In contrast the psychometric scale showed more coherence with self-reported measures such as innovativeness, market orientation, and the intention to reduce risk. In the light of the apparently higher predictive validity of the lottery-based measurements, we recommend elicitation methods based on the expected utility paradigm for understanding managerial decision making under risk.

A major concern for service managers is to counteract negative effects of waiting. In this study, the effects of objective waiting time and waiting environment on satisfaction with the service were investigated. Two elements of the waiting environment were distinguished: the attractiveness of the waiting room and the presence of television (TV) as an explicit distracter. The mediating role of three subjective variables (perceived waiting time, acceptable waiting time and the (cognitive and affective) appraisal of the wait) was explored. Waiting appears to influence satisfaction quite strongly. The adverse effects of waiting can be soothed more effectively by improving the attractiveness of the waiting environment than by shortening the objective waiting time. Objective waiting time influences satisfaction mainly via a cognitive route: through perceived waiting time (in minutes) and the long/short judgment of the wait. Perceived attractiveness of the waiting environment operates mainly through affect, and thus serves as a mood inducer. The acceptable waiting time appears to be a critical point of reference, since surpassing it provokes strong affective responses. Although the presence of TV did not result in the expected effect of distraction, the tendency to watch it was found to be dependent on the length of the wait (and thus, boredom).

In a field study, the concept of intrinsic risk attitude is investigated. Intrinsic risk attitude concerns the relationship between risk attitude, measured by the utility function u(x), and strength of preference, measured by the value function v(x). We study farmers' decision-making vis-à-vis price risk and obtain assessments of risk attitude and strength of preference in two consecutive years in a sample of 253 respondents. This design enables us to investigate the temporal stability of intrinsic risk attitude. Our findings show that risk attitude and strength of preference are two distinctive constructs. More specifically, the hypothesis of a linear relationship between u(x) and v(x) is clearly rejected in favor of an exponential relationship. This exponential relationship implies that our respondents exhibit a constant absolute intrinsic risk attitude for different price levels, during a time period. Differences between respondents in direction and degree of intrinsic risk attitude are substantial and the majority of the respondents are intrinsically risk seeking. No statistically significant change in intrinsic risk attitude could be detected between the two years of measurement. However, the correlation between measures across time appears to be low. In the discussion, issues for further research are identified.