Humans express loyalty to consumer brands much like they do in human relationships. The neuroactive chemical oxytocin is an important biological substrate of human attachment and this study tested whether consumer-brand relationships can be influenced by oxytocin administration. We present a mathematical model of brand attachment that generates empirically-testable hypotheses. The model is tested by administering synthetic oxytocin or placebo to male and female participants (N = 77) who received information about brands and had an opportunity to purchase branded products. We focused on two brand personality dimensions: warmth and competence. Oxytocin increased perceptions of brand competence but not brand warmth relative to placebo. We also found that participants were willing to pay more for branded products through its effect on brand competence. When writing about one’s favorite brands, oxytocin enhanced the use of positive emotional language as well as words related to family and friends. These findings provide preliminary evidence that consumers build relationships with brands using the biological mechanisms that evolved to form human attachments.

Trust is risky. The mere perception of strategically deceptive behavior that disguises intent or conveys unreliable information can inhibit cooperation. As gregariously social creatures, human beings would have evolved physiologic mechanisms to identify likely defectors in cooperative tasks, though these mechanisms may not cross into conscious awareness. We examined trust and trustworthiness in an ecological valid manner by (i) studying working-age adults, (ii) who make decisions with meaningful stakes, and (iii) permitting participants to discuss their intentions face-to-face prior to making private decisions. In order to identify why people fulfill or renege on their commitments, we measured neurophysiologic responses in blood and with electrodermal activity while participants interacted. Participants (mean age 32) made decisions in a trust game in which they could earn up to $530. Nearly all interactions produced promises to cooperate, although first decision-makers in the trust game reneged on 30.7% of their promises while second decision-makers reneged on 28%. First decision-makers who reneged on a promise had elevated physiologic stress using two measures (the change in adrenocorticotropin hormone and the change in skin conductance levels) during pre-decision communication compared to those who fulfilled their promises and had increased negative affect after their decisions. Neurophysiologic reactivity predicted who would cooperate or defect with 86% accuracy. While self-serving behavior is not rare, those who exhibit it are stressed and unhappy.

Prices respond to equate supply and demand. However, price-setting in low-volume or “thin” markets is a challenge as is determining which items to carry. We present an algorithm that takes into account a store’s fixed costs, the cost of goods sold, prices, and listing duration to determine the portfolio of items to maximize profits. Prices can then be assigned as a mark-up over cost. The usefulness of this approach is demonstrated by applying it to a store on eBay in which the seller needs to meet a profit threshold. The findings identify how sellers of unusual items can effectively determine which items to list and how to set price to reach profit goals.