Neural Process of the Preference Cross-category Transfer Effect: Evidence from an Event-related Potential Study

Abstract In business practice, companies prefer to find highly attractive commercial spokesmen to represent and promote their products and brands. This study mainly focused on the investigation of whether female facial attractiveness influenced the preference attitudes of male subjects toward a no-n...

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Autores principales:	Qingguo Ma, Linanzi Zhang, Guanxiong Pei, H’meidatt Abdeljelil
Formato:	article
Lenguaje:	EN
Publicado:	Nature Portfolio 2017
Materias:	Medicine R Science Q
Acceso en línea:	https://doaj.org/article/54e55f7e75ad4b9db7c3d0178e1d1801
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spelling	oai:doaj.org-article:54e55f7e75ad4b9db7c3d0178e1d18012021-12-02T11:53:04ZNeural Process of the Preference Cross-category Transfer Effect: Evidence from an Event-related Potential Study10.1038/s41598-017-02795-w2045-2322https://doaj.org/article/54e55f7e75ad4b9db7c3d0178e1d18012017-06-01T00:00:00Zhttps://doi.org/10.1038/s41598-017-02795-whttps://doaj.org/toc/2045-2322Abstract In business practice, companies prefer to find highly attractive commercial spokesmen to represent and promote their products and brands. This study mainly focused on the investigation of whether female facial attractiveness influenced the preference attitudes of male subjects toward a no-named and unfamiliar logo and determined the underlying reasons via neuroscientific methods. We designed two ERP (event-related potential) experiments. Experiment 1 comprised a formal experiment with facial stimuli. The purpose of experiment 2 was to confirm whether the logos that were used did not present a significant difference for the subjects. According to the behavioural results of experiment 1, when other conditions were not significantly different, the preference degree of the logos correlated with attractive female faces was increased compared with the logos correlated with unattractive faces. Reasons to explain these behavioural phenomena were identified via ERP measures, and preference cross-category transfer mainly caused the results. Additionally, the preference developed associated with emotion. This study is the first to report a novel concept referred to as the “Preference Cross-Category Transfer Effect”. Moreover, a three-phase neural process of the face evaluation subsequently explained how the cross-category transfer of preference occurred and influenced subject preference attitude toward brand logos.Qingguo MaLinanzi ZhangGuanxiong PeiH’meidatt AbdeljelilNature PortfolioarticleMedicineRScienceQENScientific Reports, Vol 7, Iss 1, Pp 1-10 (2017)
institution	DOAJ
collection	DOAJ
language	EN
topic	Medicine R Science Q
spellingShingle	Medicine R Science Q Qingguo Ma Linanzi Zhang Guanxiong Pei H’meidatt Abdeljelil Neural Process of the Preference Cross-category Transfer Effect: Evidence from an Event-related Potential Study
description	Abstract In business practice, companies prefer to find highly attractive commercial spokesmen to represent and promote their products and brands. This study mainly focused on the investigation of whether female facial attractiveness influenced the preference attitudes of male subjects toward a no-named and unfamiliar logo and determined the underlying reasons via neuroscientific methods. We designed two ERP (event-related potential) experiments. Experiment 1 comprised a formal experiment with facial stimuli. The purpose of experiment 2 was to confirm whether the logos that were used did not present a significant difference for the subjects. According to the behavioural results of experiment 1, when other conditions were not significantly different, the preference degree of the logos correlated with attractive female faces was increased compared with the logos correlated with unattractive faces. Reasons to explain these behavioural phenomena were identified via ERP measures, and preference cross-category transfer mainly caused the results. Additionally, the preference developed associated with emotion. This study is the first to report a novel concept referred to as the “Preference Cross-Category Transfer Effect”. Moreover, a three-phase neural process of the face evaluation subsequently explained how the cross-category transfer of preference occurred and influenced subject preference attitude toward brand logos.
format	article
author	Qingguo Ma Linanzi Zhang Guanxiong Pei H’meidatt Abdeljelil
author_facet	Qingguo Ma Linanzi Zhang Guanxiong Pei H’meidatt Abdeljelil
author_sort	Qingguo Ma
title	Neural Process of the Preference Cross-category Transfer Effect: Evidence from an Event-related Potential Study
title_short	Neural Process of the Preference Cross-category Transfer Effect: Evidence from an Event-related Potential Study
title_full	Neural Process of the Preference Cross-category Transfer Effect: Evidence from an Event-related Potential Study
title_fullStr	Neural Process of the Preference Cross-category Transfer Effect: Evidence from an Event-related Potential Study
title_full_unstemmed	Neural Process of the Preference Cross-category Transfer Effect: Evidence from an Event-related Potential Study
title_sort	neural process of the preference cross-category transfer effect: evidence from an event-related potential study
publisher	Nature Portfolio
publishDate	2017
url	https://doaj.org/article/54e55f7e75ad4b9db7c3d0178e1d1801
work_keys_str_mv	AT qingguoma neuralprocessofthepreferencecrosscategorytransfereffectevidencefromaneventrelatedpotentialstudy AT linanzizhang neuralprocessofthepreferencecrosscategorytransfereffectevidencefromaneventrelatedpotentialstudy AT guanxiongpei neuralprocessofthepreferencecrosscategorytransfereffectevidencefromaneventrelatedpotentialstudy AT hmeidattabdeljelil neuralprocessofthepreferencecrosscategorytransfereffectevidencefromaneventrelatedpotentialstudy
_version_	1718394866144116736

Neural Process of the Preference Cross-category Transfer Effect: Evidence from an Event-related Potential Study

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