Wait, what? Assessing stereotype incongruities using the N400 ERP component

Cognitive processing differences between stereotype activation and semantic activation

Previous studies have demonstrated that the activation of stereotype conflict is similar to the N400 congruency effect shown by the activation of semantic violation. In order to distinguish the differences between the two, the first experiment used gender stereotype trait words as target stimuli, and used "male/female" and "synonym of trait words/antonym of trait words" as priming stimuli respectively, so that the subjects completed the consistency determination task. In experiment 2, gender stereotyped behavior pictures were used as target stimuli, and "male/female" was used as priming stimuli, so that the subjects completed the task of consistency determination. The results showed that both gender stereotype conflict and semantic violation could induce N400 a congruency effect. Importantly, the N400 amplitude and response latency induced by gender stereotype activation are both smaller than those induced by semantic activation. These results show that stereotype activation is distinct from semantic activation, further demonstrating that the brain preferentially processes information related to gender stereotypes, and gender stereotype cognitive processing is more likely to happen than semantic knowledge processing.

Sex Stereotypes and Child Physical Abuse: Mediating Effects of Attitudes on Beliefs about Consequences for Abusive Parents

We hypothesized that (a) sex stereotypes would influence individuals' attitudes toward and beliefs about physically abusive parents and (b) these attitudes would mediate the connection between sex stereotypes and beliefs. Participants read one of four scenarios in which (a) sex of parents and sex of children were systematically varied while (b) holding constant the actions of parents and children as well as surrounding circumstances. Participants then expressed their attitudes about those parents and their beliefs about appropriate consequences for these parents. As expected, participants held more unfavorable attitudes about fathers than mothers and believed lenient consequences were more appropriate for mothers than fathers. Moreover, the linkage between parents' sex and participants' beliefs was mediated by participants' attitudes such that the effects of sex stereotypes on beliefs were all indirect rather than direct. Limitations (e.g., cross-sectional design, sample representativeness) and future directions (e.g., alternative parental and child behaviors, individual differences as moderators) are discussed.

What Is behind In-Stream Advertising on YouTube? A Remote Neuromarketing Study employing Eye-Tracking and Facial Coding techniques

Not all elements displayed in a YouTube in-stream video ad are attributable to the ad itself. Some of those are automatically introduced by the platform, such as the countdown timer and the time progress bar. In recent years, some authors started exploring the effects associated with the presence of such non-ad items, providing valuable findings. However, objective evaluation of viewers' visual attention is lacking in this context as well as emotional investigation. In addition, previous research showed how the manipulation of seemingly negligible details can yield dramatically different outcomes in the context of in-stream advertising. To extend knowledge, the authors explored the effects of the non-ad items' presence by employing eye-tracking and facial coding techniques in combination with self-reports in a between-subjects experimental design focusing on the YouTube 15-s, mid-roll, non-skippable in-stream ad format. Results showed that the ad format currently employed by YouTube performs worse than its equivalent without the non-ad items on all the investigated measures and than its equivalent in which the non-ad items' presence was experimentally reduced on facial coding disgust, self-reported disgust, ad irritation, and ad attitude. Managerial insights and challenges concerning the future of in-stream advertising and neuromarketing are highlighted.

Differences in Implicit Attitudes in West and East Germans as Measured by the Go/NoGo Association Task and Event-related EEG Potentials

BACKGROUND AND OBJECTIVE

Implicit social cognition refers to attitudes and stereotypes that may reside outside conscious awareness and control but that still affect human behavior. In particular, the implicit favoritism of an ingroup, to which an individual belongs, as opposed to an outgroup, to which the individual does not belong, characterized as ingroup bias, is of interest and is investigated here.

METHOD

We used a Go/NoGo association task (GNAT) and behavioral and electroencephalographic (event-related EEG potential [ERP] analysis) measures to investigate the implicit bias toward cities in East Germany, West Germany, and Europe, in 16 individuals each from West and East Germany (mixed gender, M age = 24). The GNAT assesses an individual's Go and NoGo responses for a given association between a target category and either pole (positive or negative) of an evaluative dimension.

RESULTS

Behavioral measures revealed slightly faster reaction times to the combination of European city names and negative, as compared with positive, evaluative words in both groups. ERP analysis showed an increased negativity at 400-800 ms poststimulus in the incongruent conditions of East German city/positive word pairings (in West Germans) and West German city/positive word pairings (in East Germans).

CONCLUSION

An implicitly moderately negative evaluation of Europe by both groups was exhibited based on the behavioral data, and an increased level of conflict arising from the "incongruent" pairings (ie, as manifestation of an implicitly negative attitude toward East Germany in West Germans, and toward West Germany in East Germans) was exhibited based on the electrophysiological data.

The effect of different representations of pictures on the activation of gender stereotypes

The purpose of this study is to explore whether there is N400 effect on the representation of gender stereotype in the different picture priming condition from the behavioral and ERP levels, and further explore whether there is hierarchical structure of upper category, secondary category, typical example and counter-example based on this. The results showed: (1) under the condition of picture priming, N400 effect would be induced when representing the conflict of gender stereotypes. (2) Category representation and example representation can activate different regions of the brain. When the priming stimulus was upper category (gender picture) and secondary category (occupational gender picture), N400 effect mainly appeared on the electrode of frontal region in left hemisphere.When the priming stimuli were typical example (typical example picture) and counter-example, the N400 effect mainly appeared on the electrodes in the frontal region of the right hemisphere.(3) the gender stereotype representation of picture activation has hierarchical structure, that is, N400 amplitude induced by upper category activation < secondary category activation < typical sample activation < counter-example activation. These findings suggest that the representation of gender stereotypes has a hierarchical structure at the picture level.

Social value orientation modulates behavioral and neural responses to social influence

Substantial studies have investigated the social influence effect; however, how individuals with different social value orientations (SVOs), prosocials and proselfs, respond to different social influences remains unknown. This study examines the impact of positive and negative social information on the responses of people with different SVOs. A face-attractiveness assessment task was employed to investigate the relationships between influence probability, memory, and event-related potentials of social influence. A significant interactional effect suggested that prosocials and proselfs reacted differently to positive (group rating was more attractive) and negative (group rating was less attractive) social influences. Specifically, proselfs demonstrated significantly higher influence probability, marginally better recall performance, smaller N400, and larger late positive potential on receiving negative influence information than on receiving positive influence information, while prosocials showed no significant differences. Overall, correlations between N400/LPP, influence probability, and recall performance were significant. The above results indicate the modulating role of SVO when responding to social influence. These findings have important implications for understanding how people conform and how prosocial behavior occurs.

Cognitive processing differences between stereotype activation and semantic activation

Previous studies have demonstrated that the activation of stereotype conflict is similar to the N400 congruency effect shown by the activation of semantic violation. In order to distinguish the differences between the two, the first experiment used gender stereotype trait words as target stimuli, and used "male/female" and "synonym of trait words/antonym of trait words" as priming stimuli respectively, so that the subjects completed the consistency determination task. In experiment 2, gender stereotyped behavior pictures were used as target stimuli, and "male/female" was used as priming stimuli, so that the subjects completed the task of consistency determination. The results showed that both gender stereotype conflict and semantic violation could induce N400 a congruency effect. Importantly, the N400 amplitude and response latency induced by gender stereotype activation are both smaller than those induced by semantic activation. These results show that stereotype activation is distinct from semantic activation, further demonstrating that the brain preferentially processes information related to gender stereotypes, and gender stereotype cognitive processing is more likely to happen than semantic knowledge processing.

A systematic review of the prediction of consumer preference using EEG measures and machine-learning in neuromarketing research

Introduction

The present paper discusses the findings of a systematic review of EEG measures in neuromarketing, identifying which EEG measures are the most robust predictor of customer preference in neuromarketing. The review investigated which TF effect (e.g., theta-band power), and ERP component (e.g., N400) was most consistently reflective of self-reported preference. Machine-learning prediction also investigated, along with the use of EEG when combined with physiological measures such as eye-tracking.

Methods

Search terms ‘neuromarketing’ and ‘consumer neuroscience’ identified papers that used EEG measures. Publications were excluded if they were primarily written in a language other than English or were not published as journal articles (e.g., book chapters). 174 papers were included in the present review.

Results

Frontal alpha asymmetry (FAA) was the most reliable TF signal of preference and was able to differentiate positive from negative consumer responses. Similarly, the late positive potential (LPP) was the most reliable ERP component, reflecting conscious emotional evaluation of products and advertising. However, there was limited consistency across papers, with each measure showing mixed results when related to preference and purchase behaviour.

Conclusions and implications

FAA and the LPP were the most consistent markers of emotional responses to marketing stimuli, consumer preference and purchase intention. Predictive accuracy of FAA and the LPP was greatly improved through the use of machine-learning prediction, especially when combined with eye-tracking or facial expression analyses.

Neural Basis of Prejudice and Prejudice Reduction

Social prejudices, based on race, ethnicity, gender, or other identities, pervade how we perceive, think about, and act toward others. Research on the neural basis of prejudice seeks to illuminate its effects by investigating the neurocognitive processes through which prejudice is formed, represented in the mind, expressed in behavior, and potentially reduced. In this article, we review current knowledge about the social neuroscience of prejudice regarding its influence on rapid social perception, representation in memory, emotional expression and relation to empathy, and regulation, and we discuss implications of this work for prejudice reduction interventions.

Climate change, vaccines, GMO: The N400 effect as a marker of attitudes toward scientific issues

While the psychological predictors of antiscience beliefs have been extensively studied, neural underpinnings of the antiscience beliefs have received relatively little interest. The aim of the current study is to investigate whether attitudes towards the scientific issues are reflected in the N400 potential. Thirty-one individuals were asked to judge whether six different issues presented as primes (vaccines, medicines, nuclear energy, solar energy, genetically-modified organisms (GMO), natural farming) are well-described by ten positive and ten negative target words. EEG was recorded during the task. Furthermore, participants were asked to rate their own expertise in each of the six topics. Both positive and negative target words related to GMO elicited larger N400, than targets associated with vaccines and natural farming. The results of the current study show that N400 may be an indicator of the ambiguous attitude toward scientific issues.

Negative implicit in-group stereotypes of Chinese male drug abusers: evidence from ERP

Psychological dependence is the most important factor leading to relapse, few studies have examined whether in-group stereotypes exist in drug abusers, while it's helpful for drug abusers in getting rid of psychological dependence. To investigate the presence of in-group stereotypes and the neural mechanisms in drug abusers, two experiments were designed in this study. Experiment 1 used a classification-verification paradigm and Experiment 2 used The Extrinsic Affect Simon Task (EAST), simultaneous collection of EEG data from China. 18 and 17 males were analyzed respectively in Experiment 1 and 2. The results in Experiment 1 showed that (1) there was no significant difference in reaction times or N400 amplitude between the condition "Drug abusers-Negative words" and the condition "Drug abusers-Positive words". In Experiment 2, we found that (2) participants in the condition "Drug abusers-Negative words" scored higher in accuracy rates than in the condition "Drug abusers-Positive words". (3) Participants in the condition "Drug abusers-Negative words" were shorter than "Drug abusers-Positive words" in reaction times (RTs). (4) Participants in the condition "Drug abusers-Negative words" were lower than "Drug abusers-Positive words" in the peak of N400. The conclusion is that there are significant negative implicit in-group stereotypes among Chinese male drug abusers. The experimental results and the uniqueness of Chinese male drug abusers in this study were discussed.

An event-relation potential study of self-positivity bias in native and foreign language contexts

Self-positivity bias is a common psychological phenomenon in which individuals often associate positive information with themselves. However, little is known about how self-positivity bias is modulated by different language contexts (e.g., a first vs. second language). To this end, we analyzed behavioral and electrophysiological data to examine whether first or second languages play differential roles in the self-positivity bias effect. We used a modified self-positivity bias task which required Chinese-English bilinguals to judge strings of letters or characters as realwords or not and match associations between identity (self, other) and a geometric shape (circle, triangle). The target words in the experiment consisted of positive, negative, and neutral emotional words. The results showed that in the L2 context, the self-positivity condition elicited a smaller N400 effect relative to the self-negativity condition and a larger late positive component effect relative to the self-negativity and self-neutrality conditions. Furthermore, the other-positivity condition elicited a stronger N400 effect than the other-neutrality condition. These patterns did not emerge in the L1 context. We discuss the implications and contributions of these findings to better understand the interaction between emotion and self-concept in different language contexts.

Electrophysiological Correlates of Social Decision-making: An EEG Investigation of a Modified Ultimatum Game

Cooperation behaviors during social decision-making have been shown to be sensitive to manipulations of context. However, it remains unclear how aspects of context in dynamic social interactions, such as observed nonverbal behaviors, may modulate cooperation decisions and the associated neural mechanisms. In this study, participants responded to offers from proposers to split $10 in an Ultimatum Game following observation of proposer approach (friendly) or avoidance (nonfriendly) behaviors, displayed by dynamic whole-body animated avatars, or following a nonsocial interaction control condition. As expected, behavioral results showed that participants tended to have greater acceptance rates for unfair offers following observed nonverbal social interactions with proposers compared with control, suggesting an enhancing effect of social interactions on cooperative decisions. ERP results showed greater N1 and N2 responses at the beginning of social interaction conditions compared with control, and greater sustained and late positivity responses for observed approach and avoidance proposer behaviors compared with control. Event-related spectral perturbation (ERSP) results showed differential sensitivity within theta, alpha, and beta bands during observation of social interactions and offers that was associated with subsequent decision behaviors. Together, these results point to the impact of proposers' nonverbal behaviors on subsequent cooperation decisions at both behavioral and neural levels. The ERP and ERSP findings suggest modulated attention, monitoring, and processing of biological motion during the observed nonverbal social interactions, influencing the participants' responses to offers. These findings shed light on electrophysiological correlates of response to observed social interactions that predict subsequent social decisions.

Learning positive social information reduces racial bias as indexed by N400 response

The present study used EEG/ERPs to detect the activation of implicit stereotypical representations associated to other-race (OR) people and the modulation of such activation through the previous presentation of positive vs. neutral social information. Electrophysiological signals were recorded in 40 Italian Caucasian participants, unaware of the overall study's purpose. They were presented with 285 sentences that could either violate, non-violate (e.g., "the Roma girl was involved in a robbery) or be neutral with regard to stereotypical concepts concerning other-race people (e.g. Asians, Africans, Arabic). ERPs were time-locked to the terminal words. Prior to the sentence reading task, participants were exposed to a 10 minutes colourful video documentary. While the experimental group was presented a video containing images picturing other-race characters involved in "prestigious" activities that violated stereotypical negative assumptions (e.g. a black neurosurgeon leading a surgery team), the control group viewed a neutral documentary about flora and fauna. EEG signals were then recorded during the sentence reading task to explore whether the previous exposure to the experimental video could modulate the detection of incongruence in the sentences violating stereotypes, as marked by the N400 response. A fictitious task was adopted, consisted in detecting rare animal names. Indeed, only the control group showed a greater N400 response (350-550 ms) to words incongruent with ethnic stereotypes compared to congruent and neutral ones, thus suggesting the presence of a racial bias. No N400 response was found for the experimental group, suggesting a lack of negative expectation for OR individuals. The swLORETA inverse solution, performed on the prejudice-related N400 showed that the Inferior Temporal and the Superior and Middle Frontal Gyri were the strongest N400 intra-cortical sources. Regardless of the experimental manipulation, Congruent terminal words evoked a greater P300 response (500-600 ms) compared to incongruent and neutral ones and a late frontal positivity (650-800 ms) was found to be larger to sentences involving OR than own-race characters (either congruent or incongruent with the prejudice) thus possibly indicating bias-free perceptual in-group/out-group categorization processes. The data showed how it is possible to modulate a pre-existing racial prejudice (as reflected by N400 effect) through exposure to positive media-driven information about OR people. Further follow-up studies should determine the duration in time, and across contexts, of this modulatory effect.

Early EEG responses to pre-electoral survey items reflect political attitudes and predict voting behavior

Self-reports are conventionally used to measure political preferences, yet individuals may be unable or unwilling to report their political attitudes. Here, in 69 participants we compared implicit and explicit methods of political attitude assessment and focused our investigation on populist attitudes. Ahead of the 2019 European Parliament election, we recorded electroencephalography (EEG) from future voters while they completed a survey that measured levels of agreement on different political issues. An Implicit Association Test (IAT) was administered at the end of the recording session. Neural signals differed as a function of future vote for a populist or mainstream party and of whether survey items expressed populist or non-populist views. The combination of EEG responses and self-reported preferences predicted electoral choice better than traditional socio-demographic and ideological variables, while IAT scores were not a significant predictor. These findings suggest that measurements of brain activity can refine the assessment of socio-political attitudes, even when those attitudes are not based on traditional ideological divides.

Investigating Managers' Fine-Grained Evaluation Processes in Organizations: Exploring Two Dual-Process Perspectives

The dual-process theory is a significant theory in both organizational theory and social psychology and two conjectures about this theory are considered in this manuscript; the default-interventionist vs. parallel-competitive account. Our research goal is to empirically investigate these two views. In concrete terms, by using event-related potentials (ERPs), we seek to study the fine-grained brain processes and self-reported feelings involved in managers' evaluations of target employees within an economic context (firing employees) vs. a social network context (excluding employees). Using the stereotype content model categories, each target employee has high (or low) warmth and high (or low) levels of competence. In the fine-grained ERP analysis of the brain process, we focus on three time windows of interest: novelty detection (N2) and goal violation detection (N400) at the unconscious level, and we then evaluate conscious emotional arousal (late positive potential, LPP). Finally, we focus on the self-reported feelings when having to fire or exclude target employees. As goal pursuit theory predicts, the brain dynamics and self-reported measures differ widely across the two organizational contexts; in concrete terms, processes at a later stage overrule early stages depending on the context. This implies that the data bespeaks more for the parallel-competitive account than the default-interventionist account. We discuss the implications of these findings for research in management and management practice.

Comparing person and people perception: Multiple group members do not increase stereotype priming

A characteristic feature of daily life is encountering people in groups. Surprisingly, however, at least during the initial stages of processing, research has focused almost exclusively on the construal of single individuals. As such, it remains unclear whether person and people (i.e., group) perception yield comparable or divergent outcomes. Addressing this issue, here we explored a core social-cognitive topic-stereotype activation-by presenting both single and multiple facial primes in a sequential-priming task. In addition, the processes underlying task performance were probed using a drift diffusion model analysis. Based on prior work, it was hypothesised that multiple (vs. single) primes would increase stereotype-based responding. Across two experiments, a consistent pattern of results emerged. First, stereotype priming was insensitive to the number of primes that were presented and occurred only at a short prime-target stimulus onset asynchrony (i.e., 250 ms). Second, priming was underpinned by a bias towards congruent (vs. incongruent) prime-target responses. Collectively these findings advance understanding of the emergence and origin of stereotype priming during person and people perception.

Neuroscience and climate change: How brain recordings can help us understand human responses to climate change

There is little published neuroscience research on the psychology of climate change. This review outlines how carefully designed experiments that measure key neural processes, linked to specific cognitive processes, can provide powerful tools to answer research questions in climate change psychology. We review relevant literature from social neuroscience that can be applicable to environmental research-the neural correlates of fairness and cooperation, altruistic behaviour and personal values-and discuss important factors when translating environmental psychology constructs to neuroscientific measurement. We provide a practical overview of how to implement environmental neuroscience using electroencephalography, summarising important event-related potential components and how they can be used to answer questions in climate change psychology. Challenges for the field include accurate attribution of findings, both within and between studies, the need for interdisciplinary collaboration, peer review and reporting processes.

Facial expression stereotypes of rich and poor adults and children

Facial expression stereotypes can affect the perception of other people's facial expressions. This study examined facial expression stereotypes of poor and rich adults and children. Experiment 1 found that the adult participants associated rich adults with positive emotions (i.e., happiness) and poor adults with negative emotions (i.e., sadness). In Experiments 2-4, adult participants still thought that rich 4-, 6-, and 10-year-old children would show positive facial expressions (happiness) but did not think that poor 4-, 6-, and 10-year-old children would show negative emotions (sadness). These finding have implications concerning how adults communicate with poor and rich adults and children.

Measuring implicit mental representations related to ethnic stereotypes with ERPs: An exploratory study

The present investigation used ERPs to detect the activation of implicit stereotypical representations associated to different ethnic groups, by means of an implicit paradigm. 285 sentences were presented to 20 Italian Caucasian participants while EEG signals were recorded from 128 scalp sites. Sentences could either violate (Incongruent condition), non-violate (Congruent condition) or be neutral (Neutral condition) with regard to stereotypical concepts concerning non-Caucasian ethnic groups (e.g. Asians, Africans, Arabs). No awareness or judgment about stereotypes was required. Participants were engaged in a fictitious task, ignoring the overall study's purpose. The results showed that Incongruent terminal words elicited a greater anterior N400 response (300-500 ms) compared to Congruent and Neutral words, reflecting a difficulty in integrating the information incongruent with pre-existing stereotypical knowledge. The participant's individual amplitude values of the N400-Difference Wave (Incongruent - Congruent), showed a direct correlation with the individual racism scores obtained at the Subtle and Blatant Prejudice Scale, administered at the end of the experimental session. Intra-cortical sources explaining the N400 involved areas of the social cognition network such as the medial frontal cortex (BA10) and the inferior temporal gyrus (BA20) which are known to support processing of information about other people and impression formation. Moreover, Congruent terminal words evoked a greater P300 response (500-600 ms) compared to the other conditions, possibly reflecting the merging of incoming inputs with anticipated semantic information. A late post-N400 frontal positivity (650-800 ms) was found to be larger to sentences concerning other-race characters (ether congruent or incongruent) compared to sentences involving own-race characters (neutral). The study corroborated the effectiveness of neurophysiological measures to assess implicit complex semantic representations and circumventing social desirability-related problems.

An ERP Study of the Temporal Course of Gender-Color Stroop Effect

Pink and blue colors have been found to associate with gender stereotypes in previous Western studies. The purpose of the present study was to explore the neuropsychological processing basis of this effect in contemporary Chinese society. We presented stereotypically masculine or feminine occupation words in either pink or blue colors to Chinese college students in a modified Stroop paradigm, in which participants were asked to classify each occupation word by gender as quickly and accurately as possible. Event-related potential (ERP) signals were concurrently recorded in order to identify the temporal dynamics of gender stereotypical interference effect. The behavioral results showed that pink–masculine stimuli elicited a longer response time and lower accuracy than blue–masculine stimuli in the participants, while no such differences were observed between pink–feminine and blue–feminine conditions. The ERP results further revealed distinctive neural processing stages for pink–masculine stimuli (i.e., in comparison to the other three types of stimuli) in P200, N300, N400, and P600. Overall, our results suggested that pink but not blue was a “gendered” color in Chinese culture. Moreover, our ERP findings contributed to the understanding of the neural mechanism underlying the processing of gender–color stereotypes.

Frontal Theta Oscillation as a Mechanism for Implicit Gender Stereotype Control: Electrophysiological Evidence From an Extrinsic Affective Simon Task

Previous research has indicated that frontal midline theta (FMθ) reflects a domain-general cognitive control mechanism of the prefrontal cortex. Brain imaging studies have shown that the inhibition of implicit stereotypes was dependent on this domain-general cognitive control mechanism. Based on this knowledge, the present study investigated the neural oscillatory correlates of implicit gender stereotype control in an extrinsic affective Simon task (EAST) using electrophysiological methods. Participants in this task conducted verification to white gender names and colored gender traits, and their behavioral response and electroencephalogram (EEG) were recorded during their performances. As predicted, stereotype-inconsistent trials resulted in reduced response accuracies and slower response times than stereotype-consistent trials. For the event-related potential (ERP) results, the enhanced performance of stereotype-inconsistent trials was accompanied by an enhanced N400 amplitude but an attenuated late positive potential amplitude. In contrast, early attentional components such as P2 and N2 as well as their amplitudes were impacted by the experimental manipulations and individual differences in gender factors. In addition, based on time–frequency (TF) analysis, we found that the enhanced performance of stereotype-inconsistent trials was also accompanied by an event-related synchronization on the frontal theta oscillation. This frontal theta appeared at a late processing stage and persisted across a time window from N400 to late positive potential. Additionally, this enhanced frontal theta effect was not modulated by the experimental manipulations and individual differences in gender factors. Based on these findings, the feature of frontal theta oscillation in the implicit gender stereotype control process was discussed.

Differences in Explicit Stereotype Activation among Social Groups Based on the Stereotype Content Model: Behavioral and Electrophysiological Evidence in Chinese Sample

The stereotype content model (SCM; Fiske, Cuddy, Glick and Xu, 2002) identifies four basic categories of stereotyped social groups: high warmth-high competence (HW-HC), high warmth-low competence (HW-LC), low warmth-high competence (LW-HC), and low warmth-low competence (LW-LC). However, many of these groups have not been directly examined in stereotype activation research. The purpose of the present research was to extend stereotype activation research to groups that more fully represent those identified under the SCM. Employing explicit sequential priming task, participants responded to prime-target stimulus pairs that were either congruent or incongruent with stereotypes of social groups from all four SCM quadrants in two studies in the current investigation. Study 1 was to determine the behavioral pattern of explicit stereotype activation among four quadrants (the sample included 60 Chinese undergraduate students, 51%-female). Study 2 further employed event-related brain potentials (ERPs) technique to track the time course and electrophysiological underpinnings of explicit stereotype activation (the sample included 22 right-handed Chinese undergraduate students, 76%-female). In Study 1, participants responded more quickly and accurately on stereotype congruent trials than incongruent trials for all social groups except LW-LC groups. This reverse priming effect on LW-LC social groups in RTs was also replicated in Study 2. ERPs findings further showed that incongruent targets elicited larger N400 amplitudes than congruent targets for all four SCM quadrants. Moreover, congruent targets elicited larger P2 than incongruent targets, but only found for the LW-LC social groups. In addition, congruent targets elicited larger amplitudes of late positive component than incongruent targets for the low warmth (LW-LC and LW-HC) groups. Together, these results highlight the unique processing that LW-LC groups receive throughout the cognitive stream, ultimately manifesting in distinctive behavioral responses. Unconscious activation of egalitarian goals, disgust, and distrust accounts are discussed.

Facing stereotypes: ERP responses to male and female faces after gender-stereotyped statements

Despite gender is a salient feature in face recognition, the question of whether stereotyping modulates face processing remains unexplored. Event-related potentials from 40 participants (20 female) was recorded as male and female faces matched or mismatched previous gender-stereotyped statements and were compared with those elicited by faces preceded by gender-unbiased statements. We conducted linear mixed-effects models to account for possible random effects from both participants and the strength of the gender bias. The amplitude of the N170 to faces was larger following stereotyped relative to gender-unbiased statements in both male and female participants, although the effect was larger for males. This result reveals that stereotyping exerts an early effect in face processing and that the impact is higher in men. In later time windows, male faces after female-stereotyped statements elicited large late positivity potential (LPP) responses in both men and women, indicating that the violation of male stereotypes induces a post-perceptual reevaluation of a salient or conflicting event. Besides, the largest LPP amplitude in women was elicited when they encountered a female face after a female-stereotyped statement. The later result is discussed from the perspective of recent claims on the evolution of women self-identification with traditionally held female roles.

Flexing Gender Perception: Brain Potentials Reveal the Cognitive Permeability of Grammatical Information

A growing body of recent research suggests that verbal categories, particularly labels, impact categorization and perception. These findings are commonly interpreted as demonstrating the involvement of language on cognition; however, whether these assumptions hold true for grammatical structures has yet to be investigated. In the present study, we investigated the extent to which linguistic information, namely, grammatical gender categories, structures cognition to subsequently influence categorical judgments and perception. In a nonverbal categorization task, French-English bilinguals and monolingual English speakers made gender-associated judgments about a set of image pairs while event-related potentials were recorded. The image sets were composed of an object paired with either a female or male face, wherein the object was manipulated for their conceptual gender relatedness and grammatical gender congruency to the sex of the following target face. The results showed that grammatical gender modulated the N1 and P2/VPP, as well as the N300 exclusively for the French-English bilinguals, indicating the inclusion of language in the mechanisms associated with attentional bias and categorization. In contrast, conceptual gender information impacted the monolingual English speakers in the later N300 time window given the absence of a comparable grammatical feature. Such effects of grammatical categories in the early perceptual stream have not been found before, and further provide grounds to suggest that language shapes perception.

The Social Neuroscience of Prejudice

The social neuroscience approach to prejudice investigates the psychology of intergroup bias by integrating models and methods of neuroscience with the social psychology of prejudice, stereotyping, and discrimination. Here, we review major contemporary lines of inquiry, including current accounts of group-based categorization; formation and updating of prejudice and stereotypes; effects of prejudice on perception, emotion, and decision making; and the self-regulation of prejudice. In each section, we discuss key social neuroscience findings, consider interpretational challenges and connections with the behavioral literature, and highlight how they advance psychological theories of prejudice. We conclude by discussing the next-generation questions that will continue to guide the social neuroscience approach toward addressing major societal issues of prejudice and discrimination.

Impressions of HIV risk online: Brain potentials while viewing online dating profiles

There is an increasing trend to use online dating to meet potential partners. Previous studies in off-line contexts indicate that people may judge the risk of sexually transmitted infections based on a person's appearance. Online dating profiles commonly present profile pictures and verbal self-descriptions. To examine the integration of verbal and visual risk information, the current event-related potential (ERP) study used a simulated dating platform in which verbal-descriptive information (low vs. high verbal risk) was presented, followed by a photograph (low vs. high visual risk). Results indicated main effects of verbal and visual risk. Specifically, high-risk compared with low-risk verbal profiles elicited a relative negative shift over occipitoparietal sensor sites between 260 ms and 408 ms. Furthermore, a sustained occipital negativity (132-500 ms) and central positivity (156-272 ms) was observed for high as compared with low visual risk profiles. There was also evidence for the integration of verbal and visual risk formation, as indicated by distinct positive ERP shift occurred between 272 ms and 428 ms over anterior temporal regions when a high-risk photograph was preceded by high-risk verbal information. This suggests that verbal-descriptive information is integrated with visual appearance early in the processing stream. The distinct response for high verbal and visual information extends the notion of an alarm function ascribed to risk perception by demonstrating integration about multiple sources. Simulating online dating platforms provides a useful tool to examine intuitive risk perception.

The influence of male faces on stereotype activation among women in STEM: An ERP investigation

Members of stereotyped groups are vigilant to situational cues signaling threats to their social identity. In one psychophysiological experiment, we examined whether mere exposure to a watching male face would increase attentional vigilance among female STEM students due to the activation of math-gender stereotypes. Male and female students performed an alleged math intelligence task while being primed with male faces or control images. Automatic responses to errors were captured with error-related negativity (ERN), a neural index of error vigilance. Women showed larger ERN upon making errors when primed with male faces compared to control images, whereas no such priming effect occurred among men. Moreover, this face priming effect was pronounced only among women highly invested in pursuing STEM careers. These findings suggest that minimalistic social cues may activate negative stereotypes early in informational processing, thereby selectively shunting attention on errors in stereotype-relevant tasks among individuals invested in the performance domain.

The temporal course of vicarious embarrassment: An electrophysiological study

Vicarious embarrassment as a social pain emotion has been studied from cognitive and neuroimaging perspectives. However, the dynamic time course of vicarious embarrassment remains unclear. We conducted an event-related potential (ERP) study to investigate the temporal dynamics of vicarious embarrassment and examine the role of perspective-taking in an emotional judgment task. The ERP results showed that vicarious embarrassment evoked more negative MFN (250-310 ms) and N400 (400-520 ms) components than the neutral condition over the frontal region. The time-frequency analysis results showed that, in the 200-1,600 ms time window, greater alpha power was elicited when participants imagined themselves rather than others in an awkward situation; in the 500-1,900 ms time window, for both groups, vicarious embarrassment involved greater theta oscillations than the neutral condition over the frontal region. These results extend previous findings that vicarious emotion involves mentalizing processes, and demonstrate that people first detect and evaluate the target's misconduct and negative outcomes and then experience the vicarious embarrassment.

Residential Mobility Decreases Neural Responses to Social Norm Violation

Social norms are essential, but they vary across cultures and societies. With the internationalization of human society, population mobility has greatly increased, especially in developing countries, which can have an impact on people’s psychological states and behaviors and result in sociocultural change. The current research used three studies to examine the hypothesis that residential mobility plays a crucial role in the perception of social norm violations. Study 1 used an association test and found that residential mobility was correlated with the perception of both weak and strong social norm violations in females. Study 2 combined electroencephalography and found a negative differential N400 between weak social norm violations and appropriate behavior between residentially mobile and stable mindsets, suggesting that residential mobility modulates individuals’ detection of social norm-violating behavior. Study 3 revealed that residential mobility does not have a similar effect on semantic violations, which indicates that the effect of residential mobility does not occur in non-social norm violations. Our findings provide insight into how and why individuals’ detection of social norm-violating behaviors varies according to the dynamic development of society. As residential mobility continues to increase worldwide, especially in developing countries, more attention should be paid to the concomitant impact during the course of sociocultural change to build a better strategy for cultural specific social governance.

Consumers' Implicit Motivation Of Purchasing Luxury Brands: An EEG Study

Purpose

This study aims to explore consumers’ implicit motivations for purchasing luxury brands based on the functional theories of attitudes by using event-related potentials (ERPs).

Methods

Brand authenticity and logo prominence were used to modulate the social-adjustive function and value-expressive function, respectively. Twenty right-handed healthy female undergraduates and graduates participated in an experiment that has a 2 brand authenticity (genuine/counterfeit) × 2 brand prominence (prominent logo/no logo) design. In the experiment, participators browsed different luxury handbags with different brand authenticity and logo prominence, and then reported their purchase intentions on a five-point scale. Meanwhile, EEGs were recorded from the subjects throughout the experiment. In the analysis process, three ERP components, which can, respectively, reflect the cognitive conflict (N200), emotional conflict (N400) and motivational emotional arousal (LPP) during the evaluation of marketing-related stimuli, were mainly focused.

Results

For counterfeit brands, the no logo condition elicited significant larger N200 amplitude, marginally significant larger N400 amplitude and significant smaller LPP amplitude than the prominent logo condition. However, for genuine brands, this modulation effect of logo prominence cannot be found. These results imply that consumers’ implicit social motivations for purchasing luxury brands come from the satisfaction of at least one social goal. When one goal cannot be satisfied, consumers will more expect the satisfaction of another one. If this expectation is violated, it seems to be unexpected and unacceptable. Thus, greater anticipation conflict (N200) and emotion conflict (N400) will be induced, and the purchase motivation (LPP) cannot be aroused.

Conclusion

Consumers’ preferences for luxury brands are based on the satisfaction of their social goals. These social goals always coexist and perform as compensation with each other. The dissatisfaction of one social goal would promote their expectation of the satisfaction of another social goal.

Does the beauty premium effect always exist? - an ERP study of the facial attractiveness stereotype in public's attitudes toward in-Service Chinese civil servant

Objectives: Civil servants image is one of the most important representatives of government image. Therefore, it is of great significance to study the factors affecting the public's attitudes toward in-service civil servants. The current study aims to learn whether female facial attractiveness would affect the male public's attitudes toward in-service civil servants using event-related potentials. Methods: Participants were recruited to view attractive/unattractive faces followed by positive/negative adjectives. We observed that positive adjectives after unattractive faces elicited smaller N400 amplitudes than negative adjectives, and the N400 amplitude elicited by attractive faces after negative adjectives was significantly smaller than that elicited by unattractive faces. What's more, we found that the voltage of N400 was negative correlated with reaction time. Results: It showed that the incongruity of physically appearance and in-service civil servant positions lead to longer reaction time. The unattractive civil servant is more congruent with positive adjectives than the attractive one in the public's mind. Conclusion: We explain these findings from two aspects. First, the public is more rational for in-service civil servants, and factors that are unrelated to governing capacity, such as physical attractiveness, do not influence their attitudes. Second, civil servants are the position that requires technical ability to serve the public rather than communication ability, which was represented by physically attractive.

Automatic Antecedents of Discrimination

Abstract. In increasingly diverse societies, discrimination against social groups and their members continues to be a public and political concern. Research has addressed three basic cognitive processes that precede discrimination: categorization, stereotype/prejudice activation, and stereotype/prejudice application, suggesting that these processes occur in an automatic fashion. However, there are multiple components of automaticity, including unawareness, efficiency, unintentionality, and uncontrollability. Most of the previous research implies that these components of automaticity converge with respect to cognitive antecedents of discrimination. Here, we review evidence on the distinct components of automaticity in order to assess whether (a) categorization, (b) stereotype/prejudice activation, and (c) stereotype/prejudice application occur (1) without awareness, (2) efficiently, and (3) goal-independently. We highlight evidence indicating convergence or divergence of the automaticity components during each of the processing stages. This analysis provides readers with an up-to-date review that helps to evaluate whether a multi-component approach to automaticity is of additional benefit in aggregating knowledge about the cognitive antecedents of discrimination. We discuss open issues and avenues for future research.

Neural correlates of the implicit processing of grammatical and stereotypical gender violations: A masked and unmasked priming study

The aim of this study was to explore the neural correlates of the automatic activation of gender stereotypes by using the masked and unmasked priming technique. Event-related potentials (ERPs) were recorded while participants were presented with an Italian third-person singular pronoun (lui or lei) that were preceded by either a grammatically-marked (e.g., passeggera_FEM, pensionato_MASC) or stereotypically-associated (e.g., insegnante_FEM, conducente_MASC) role noun. Participants were required to judge the grammatical gender of the personal pronoun ignoring the preceding word. This word was presented in a masked or unmasked way. The results revealed slower reaction times and larger N400, in both the masked and unmasked conditions, when the pronouns were preceded by gender-incongruent than gender-congruent grammatical and stereotypical primes. A P300 effect also emerged in both masked and unmasked conditions for the grammatical gender mismatch between the antecedent and the pronoun. These results provide evidence that gender stereotypes can strongly influence our behavior even under unconscious conditions.

Does the aura surrounding healthy-related imported products fade in China? ERP evidence for the country-of-origin stereotype

Chinese consumers’ craze about imported products, especially foods and drugs, peaked after various safety incidents, such as the contamination of Chinese dairy products. Recently, this boom has gradually receded because of the constant quality problems of imported products and the stricter safety supervision of domestic products. Researchers have measured consumer’s perception toward domestic and imported products in various ways. In the current research, we investigated whether the country-of-origin stereotype has weakened in Chinese young consumers at the neurological level. By using a word-pair paradigm, 21 young participants were required to classify positive or negative words while event-related potentials were recorded. The results showed that reaction time to identify negative words following presentation of imported products (imported-negative condition) was longer than domestic products (domestic-negative condition). The amplitudes of N270 and LPP evoked in the imported-negative condition were significantly larger than those in the domestic-negative condition, possibly reflecting the higher expectation conflict when participate identified the adjectives as negative primed by imported healthy-related products. These findings revealed that young Chinese consumers still evaluated imported products better than domestic products.

Predictably confirmatory: The influence of stereotypes during decisional processing

Stereotypes facilitate the processing of expectancy-consistent (vs expectancy-inconsistent) information, yet the underlying origin of this congruency effect remains unknown. As such, here we sought to identify the cognitive operations through which stereotypes influence decisional processing. In six experiments, participants responded to stimuli that were consistent or inconsistent with respect to prevailing gender stereotypes. To identify the processes underpinning task performance, responses were submitted to a hierarchical drift diffusion model (HDDM) analysis. A consistent pattern of results emerged. Whether manipulated at the level of occupational (Expts. 1, 3, and 5) or trait-based (Expts. 2, 4, and 6) expectancies, stereotypes facilitated task performance and influenced decisional processing via a combination of response and stimulus biases. Specifically, (1) stereotype-consistent stimuli were classified more rapidly than stereotype-inconsistent stimuli; (2) stereotypic responses were favoured over counter-stereotypic responses (i.e., starting-point shift towards stereotypic responses); (3) less evidence was required when responding to stereotypic than counter-stereotypic stimuli (i.e., narrower threshold separation for stereotypic stimuli); and (4) decisional evidence was accumulated more efficiently for stereotype-inconsistent than stereotype-consistent stimuli and when targets had a typical than atypical facial appearance. Collectively, these findings elucidate how stereotypes influence person construal.

Facial expressions can inhibit the activation of gender stereotypes

Using faces as the priming stimuli, the present study explored the influence of facial expressions on the activation of gender stereotypes using a lexical decision paradigm. Experiment 1 explored the activation of gender stereotypes when the facial primes contained only gender information. The results showed that gender stereotypes were activated. In Experiment 2, the facial primes contained both gender category and expression information. The results indicated that gender stereotypes were not activated. Experiment 3 required the participants to make emotion, gender, or impression decisions concerning the facial primes before the lexical decision task. The results showed that gender stereotypes were not activated in emotion and impression decisions conditions, whereas stereotypes were activated in gender decisions condition. These finding suggest that facial expressions can inhibit automatic activation of gender stereotypes, unless the perceivers perform gender categorization processing to prime faces intentionally.

Higher social power increases occupational gender stereotyping in Chinese culture

Prior studies have used the perspective of the social function of social power (such as how power affects interpersonal interaction between the powerful and the powerless) to explore how powerful people stereotype powerless people. In the present research, we further explored how high and low levels of social power affect occupational gender stereotyping from the perspective of how social power affects cognitive processing, that is, social categorization. We proposed that higher social power-primed participants, compared to low social power-primed participants, would be more inclined to use category-based representation and thus use stereotyping. In two studies, we investigated these effects and found that high social power, compared to low social power, increased occupational gender stereotyping in Chinese culture.

Review of Abnormal Self-Knowledge in Major Depressive Disorder

Background: Major depressive disorder (MDD) is an affective disorder that is harmful to both physical and mental health. Abnormal self-knowledge, which refers to abnormal judgments about oneself, is a core symptom of depression. However, little research has summarized how and why patients with MDD differ from healthy individuals in terms of self-knowledge. Objective: To gain a better understanding of MDD, we reviewed previous studies that focused on the behavioral and neurological changes of self-knowledge in this illness. Main Findings: On the behavioral level, depressed individuals exhibited negative self-knowledge in an explicit way, while more heterogeneous patterns were reported in implicit results. On the neurological level, depressed individuals, as compared with non-depressed controls, showed abnormal self-referential processing in both early perception and higher cognitive processing phases during the Self-Referential Encoding Task. Furthermore, fMRI studies have reported aberrant activity in the medial prefrontal cortex area for negative self-related items in depression. These results revealed several behavioral features and brain mechanisms underlying abnormal self-knowledge in depression. Future Studies: The neural mechanism of implicit self-knowledge in MDD remains unclear. Future research should examine the importance of others' attitudes on the self-concept of individuals with MDD, and whether abnormal self-views may be modified through cognitive or pharmacological approaches. In addition, differences in abnormal self-knowledge due to genetic variation between depressed and non-depressed populations remain unconfirmed. Importantly, it remains unknown whether abnormal self-knowledge could be used as a specific marker to distinguish healthy individuals from those with MDD. Conclusion: This review extends our understanding of the relationship between self-knowledge and depression by indicating several abnormalities among individuals with MDD and those who are at risk for this illness.

Distinct neural responses to social and semantic violations: An N400 study

We investigated event-related brain potential correlates of encountering context-incongruent social information. Building on evidence that information semantically incongruent with its context elicits an N400 response (a prominent negative-going deflection in the ongoing electroencephalogram; EEG), we hypothesized that statements incongruent (relative to congruent) with basic standards of amicable treatment by others (e.g., "Your friend breaks your computer and then laughs [apologizes]") would elicit larger-amplitude N400 responses. EEG was recorded from N = 20 undergraduates while they viewed 106 semantic-dimension and 106 social-dimension sentences. We obtained the classic N400 effect to semantic violations, but we did not observe greater N400 amplitudes to incongruent than to congruent social-dimension sentences. Our findings of N400 modulation by semantic violations but not social norm violations help clarify potential boundary conditions for eliciting the N400.

Neural correlates of automatic beliefs about gender stereotypes: Males are more prejudicial

Aim of this study was to investigate the neural bases of stereotype representation, including the presence of gender bias. EEG was recorded from 128 sites in 38 Italian participants. While looking for rare animal words, participants read 240 sentences, half of which expressed notions congruent with gender stereotypes, and the other half did not (e.g., "Prepared the tomato sauce and then SHAVED", "The engineer stained HER SKIRT"). Event-related potentials (ERPs) were time-locked to critical words. Findings showed enhanced anterior N400 and occipito-parietal P600 responses to items that violated gender stereotypes, mostly in men. The swLORETA analysis applied to N400 potentials in response to incongruent phrases showed that the most activated areas during stereotype processing were the right medial temporal and medial frontal gyri, as well as the TPJ. The data hint at a gender difference in stereotyping, with men being more prejudicial especially when the depicted character is a male.