The current study delineated how male proposers’ facial attractiveness affect female responders’ fairness considerations and their subsequent decision outcome during the Ultimatum Game (UG). Event Related Potentials (ERPs) were recorded from 17 female subjects, who played the role as responders and had to decide whether to accept offers from either attractive or unattractive male proposers. Behavioral data (Acceptance Ratio and Response time) revealed that, more offers were accepted from attractive-face conditions; subjects typically responded quicker to unfair offers from unattractive proposers as compared with slower to unfair offers from attractive proposers. The ERP data demonstrated similar N2 amplitudes elicited by both attractive and unattractive faces, and a larger early frontal LPP elicited by the attractive faces compared with unattractive ones, but no significant differences of both late posterior LPP and typical parietal LPP amplitudes were observed between these two face conditions, which was different from our previous study with similar paradigm but male participants. The results suggest that, in comparison to males, females might not experience the potential attention bias towards unattractive opposite-sex faces and are less likely to possess an enhanced processing and evaluation of those faces. This phenomenon might be explained by endogenous gender differences in mate preference. The feedback-related negativity (FRN) and P300 responses during an offer presentation were further measured in both attractive-face and unattractive-face conditions and the results demonstrated that the amplitudes elicited by fair and unfair offers were not statistically different in the former condition, but were different in the latter condition. More specifically, unfair offers generated larger FRN and smaller P300 than fair ones in the unattractive-face condition. Findings suggest that, although females tend to possess less salient evaluation of male’s facial attractiveness, the attractiveness of male proposers would still attenuate female responders’ fairness consideration during the UG.
Background
The coronavirus disease 2019 (COVID‐19) is a worldwide pandemic that continues to spread and the situation continues to deteriorate globally. It is also a risk event for the public in affected areas. However, little is known about the relationship between “being involved/exposed in a risk event at the moment” and people's risk perception of that event.
Methods
The mediation model and analysis of covariance method were performed on a Chinese sample (
N
= 351) during the outbreak of COVID‐19 to test the underlying mechanism between risk event involvement and risk perception.
Results
Risk event involvement was positively related not only to people's event‐related risk perception but also their general risk perception (i.e. risk perception towards other events), and negative emotion mediated these relationships. In addition, the residents of Wuhan (vs. non‐Wuhan) exhibited significantly higher event‐related risk perception as well as general risk perception.
Conclusions
The findings deepen our understanding of risk perception by suggesting that being involved in a risk event at the moment is also a nonnegligible variable positively related to risk perception through increased negative emotion. Finally, theoretical and managerial implications of the result are discussed.
Extant literature has documented the direct effects of both sound frequency and color saturation on the perceived size of products. However, the cross-modal interaction effect of the two on size perception is yet unknown. Through three studies, this paper proposes that the effect of sound frequency on the perceived size of product is moderated by that product's own color saturation, and this further had downstream effects on consumers' product preference and purchase when they possess predetermined product usage goals toward bigger/smaller sizes. Study 1 found behavioral evidence that only when the color of the product is in high saturation can the sound frequency significantly influence the perceived size of the product, with low (vs. high) frequency leading to larger (vs. smaller) perceived size.When the product's color is in low saturation, the effect of sound frequency on perceived size disappears. Study 2 adopted the event-related potential technique and found that high (vs. low) saturation elicited higher arousal (mirrored by P300 amplitudes). Sound frequency is first moderated by color saturation and was then mediated by arousal to affect the perceived product size. The above results were also replicated in the field (Study 3). Theoretical and practical implications are discussed.arousal, color saturation, consumer decision-making, cross-modal interaction, event-related potential, perceived size, sound frequency
The novel coronavirus disease of 2019 (COVID-19) has had a significant impact on the global retail market. Nonetheless, consumers will eventually return to the market once the pandemic is effectively controlled.
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