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Electrophysiological and hemodynamic studies provide substantial evidence of dissimilar brain responses when people view emotional compared with neutral pictures. This study investigates consumer brain responses underpinning passive viewing of luxury (high emotional value) versus basic (low emotional value) branded products when participants are alone or with another person. Conforming to social facilitation theory and using electroencephalogram methods, the authors recorded event-related potentials while female participants passively viewed pictures of luxury and basic branded products. They examined event-related-potential amplitudes in three time windows, corresponding to the P2 and P3 components and the late positive potential (LPP). Dissimilar brain responses occurred in the Together but not the Alone condition for the P2 and P3 components over visual cortex sites. The LPP amplitude was higher for luxury than for basic branded products, but only in the Together condition, suggesting that the presence of another person magnifies the emotional effect of brand type. Taken together, the results suggest that LPP amplitude during passive viewing of relevant marketing images reflects increased attention allocation and motivational significance, both enhanced by the presence of another person, to stimuli with higher emotional value. [ABSTRACT FROM AUTHOR]

We took EEG recordings to measure task-free resting-state cortical brain activity in 35 participants under two conditions, alone (A) or together (T). We also investigated whether psychological attachment styles shape human cortical activity differently in these two settings. The results indicate that social context matters and that participants' cortical activity is moderated by the anxious, but not avoidant attachment style. We found enhanced alpha, beta and theta band activity in the T rather than the A resting-state condition, which was more pronounced in posterior brain regions. We further found a positive correlation between anxious attachment style and enhanced alpha power in the T versus A condition over frontal and parietal scalp regions. There was no significant correlation between the absolute powers registered in the other two frequency bands and the participants' anxious attachment style. [ABSTRACT FROM AUTHOR]