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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.

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In event-related potential (ERPs) studies, emotional stimuli usually elicit an enhanced late positive potential (LPP), which is assumed to reflect motivated attention. However, whether a stimulus elicits emotional responses may depend on the individual's state, such as experiencing romantic love. It has been suggested that stimuli that are related to someone's beloved will elicit increased attention in that infatuated individual. In this study, participants who were in love viewed faces of their beloved, their friend, and of an unknown, beautiful person. The friend was included to control for familiarity, and the unknown person for perceived beauty. As expected, the LPP was larger in response to the face of the beloved than to the other two emotionally significant faces. Interpreting the LPP as reflecting motivated attention, this implies that romantic love is accompanied by increased attention for the face of one's beloved.

Love feelings can be more intense than desired (e.g., after a break-up) or less intense than desired (e.g., in long-term relationships). If only we could control our love feelings! We present the concept of explicit love regulation, which we define as the use of behavioral and cognitive strategies to change the intensity of current feelings of romantic love. We present the first two studies on preconceptions about, strategies for, and the feasibility of love regulation. Questionnaire responses showed that people perceive love feelings as somewhat uncontrollable. Still, in four open questions people reported to use strategies such as cognitive reappraisal, distraction, avoidance, and undertaking (new) activities to cope with break-ups, to maintain long-term relationships, and to regulate love feelings. Instructed up-regulation of love using reappraisal increased subjective feelings of attachment, while love down-regulation decreased subjective feelings of infatuation and attachment. We used the late positive potential (LPP) amplitude as an objective index of regulation success. Instructed love up-regulation enhanced the LPP between 300–400 ms in participants who were involved in a relationship and in participants who had recently experienced a romantic break-up, while love down-regulation reduced the LPP between 700–3000 ms in participants who were involved in a relationship. These findings corroborate the self-reported feasibility of love regulation, although they are complicated by the finding that love up-regulation also reduced the LPP between 700–3000 ms in participants who were involved in a relationship. To conclude, although people have the preconception that love feelings are uncontrollable, we show for the first time that intentional regulation of love feelings using reappraisal, and perhaps other strategies, is feasible. Love regulation will benefit individuals and society because it could enhance positive effects and reduce negative effects of romantic love.

Twenty healthy subjects (10 men, 10 women) participated in an EEG study with an extended continuous recognition memory task, in which each of 30 words was randomly shown 10 times and subjects were required to make old vs. new decisions. Both event-related brain potentials (ERPs) and induced band power (IBP) were investigated. We hypothesized that repeated presentations affect recollection rather than familiarity.For the 300-to 500-ms time window, an dold/newT ERP effect was found for the first vs. second word presentations. The correct recognition of an doldT word was associated with a more positive waveform than the correct identification of a new word. The old/new effect was most pronounced at and around the midline parietal electrode position. For the 500-to 800-ms time window, a linear repetition effect was found for multiple word repetitions. Correct recognition after an increasing number of repetitions was associated with increasing positivity. The multiple repetitions effect was most pronounced at the midline central (Cz) and fronto-central (FCz) electrode positions and reflects a graded recollection process: the stronger the memory trace grows, the more positive the ERP in the 500-to 800-ms time window. The ERP results support a dual-processing model, with familiarity being discernable from a more graded recollection state that depends on memory strengths.For IBP, we found dold/newT effects for the lower-2 alpha, theta, and delta bands, with higher bandpower during doldT words. The lower-2 alpha dold/newT effect most probably reflects attentional processes, whereas the theta and delta effects reflect encoding and retrieval processes. Upon repeated word presentations, the magnitude of induced delta power in the 375-to 750-ms time window diminished linearly. Correlation analysis suggests that decreased delta power is moderately associated with faster decision speed and higher accuracy. D

Snakes were probably the first predators of mammals and may have been important agents of evolutionary changes in the primate visual system allowing rapid visual detection of fearful stimuli (Isbell, 2006). By means of early and late attention-related brain potentials, we examined the hypothesis that more early visual attention is automatically allocated to snakes than to spiders. To measure the early posterior negativity (EPN), 24 healthy, non-phobic women watched the random rapid serial presentation of 600 snake pictures, 600 spider pictures, and 600 bird pictures (three pictures per second). To measure the late positive potential (LPP), they also watched similar pictures (30 pictures per stimulus category) in a non-speeded presentation. The EPN amplitude was largest for snake pictures, intermediate for spider pictures and smallest for bird pictures. The LPP was significantly larger for both snake and spider pictures when compared to bird pictures. Interestingly, spider fear (as measured by a questionnaire) was associated with EPN amplitude for spider pictures, whereas snake fear was not associated with EPN amplitude for snake pictures. The results suggest that ancestral priorities modulate the early capture of visual attention and that early attention to snakes is more innate and independent of reported fear.

The positivity effect is a trend for adults to increasingly process positive and/or decreasingly process negative information compared with other information with advancing age. The positivity effect has been observed with behavioral measures, such as in attention and memory tests, and with measures of neurophysiological activity, such as in amygdala activation and the late positive potential (LPP). In this study, it was investigated whether these behavioral and neurophysiological positivity effects co-occur. The electroencephalogram of younger (19-26 years) and older (65-82 years) adults was recorded while they encoded unpleasant, neutral, and pleasant pictures for retrieval in free and cued recall tests. Positivity effects occurred in the late LPP amplitude (700-1,000 ms) and in the free recall test, with negativity biases in younger adults and no biases in older adults. The occurrence of a valence bias in the LPP was substantially but nonsignificantly correlated with the occurrence of a similar valence bias in memory in the older adults. In conclusion, neurophysiological and behavioral positivity effects appear to co-occur, a finding that awaits expansion using different neurophysiological and behavioral measures.