This research explores what product attributes consumers value and how consumer face consciousness influences ecological product preference. Study I shows that environmental attribute enhances product preference to a ...This research explores what product attributes consumers value and how consumer face consciousness influences ecological product preference. Study I shows that environmental attribute enhances product preference to a greater extent when consumers value gentleness-related attributes more than strength-related attributes. However, when the strength-related attributes are valued, the benefit of environmental attribute is attenuated, and sometimes even leads to greater preference for non-ecological products. Study lI reveals that Chinese consumers with high face consciousness show a significant difference between explicit and implicit preferences for ecological products. In other words, these consumers believe in only their own preference for ecological products. In contrast, Chinese consumers with low face consciousness show no difference between explicit and implicit preferences, i.e., they believe that other people prefer ecological products as much as they do.展开更多
When presented with visual stimuli of face images,the ventral stream visual cortex of the human brain exhibits face-specific activity that is modulated by the physical properties of the input images.However,it is stil...When presented with visual stimuli of face images,the ventral stream visual cortex of the human brain exhibits face-specific activity that is modulated by the physical properties of the input images.However,it is still unclear whether this activity relates to conscious face perception.We explored this issue by using the human intracranial electroencephalography technique.Our results showed that face-specific activity in the ventral stream visual cortex was significantly higher when the subjects subjectively saw faces than when they did not,even when face stimuli were presented in both conditions.In addition,the face-specific neural activity exhibited a more reliable neural response and increased posterior-anterior direction information transfer in the“seen”condition than the“unseen”condition.Furthermore,the face-specific neural activity was significantly correlated with performance.These findings support the view that face-specific activity in the ventral stream visual cortex is linked to conscious face perception.展开更多
基金This work is supported by the National Science Foundation of China （No. 70972078）, the Scientific Research Foundation for the Returned Overseas Chinese Scholars, Ministry of Education （No. 08JZD0019）, and the Fundamental Research Funds for the Central Universities, Sun Yat-Sen University.
文摘This research explores what product attributes consumers value and how consumer face consciousness influences ecological product preference. Study I shows that environmental attribute enhances product preference to a greater extent when consumers value gentleness-related attributes more than strength-related attributes. However, when the strength-related attributes are valued, the benefit of environmental attribute is attenuated, and sometimes even leads to greater preference for non-ecological products. Study lI reveals that Chinese consumers with high face consciousness show a significant difference between explicit and implicit preferences for ecological products. In other words, these consumers believe in only their own preference for ecological products. In contrast, Chinese consumers with low face consciousness show no difference between explicit and implicit preferences, i.e., they believe that other people prefer ecological products as much as they do.
基金supported by the Science and Technology Innovation 2030-Brain Science and Brain-Inspired Intelligence Project (2021ZD0200200)the National Natural Science Foundation of China (62327805,82151307,and 32271085)the Beijing Natural Science Foundation (5244049).
文摘When presented with visual stimuli of face images,the ventral stream visual cortex of the human brain exhibits face-specific activity that is modulated by the physical properties of the input images.However,it is still unclear whether this activity relates to conscious face perception.We explored this issue by using the human intracranial electroencephalography technique.Our results showed that face-specific activity in the ventral stream visual cortex was significantly higher when the subjects subjectively saw faces than when they did not,even when face stimuli were presented in both conditions.In addition,the face-specific neural activity exhibited a more reliable neural response and increased posterior-anterior direction information transfer in the“seen”condition than the“unseen”condition.Furthermore,the face-specific neural activity was significantly correlated with performance.These findings support the view that face-specific activity in the ventral stream visual cortex is linked to conscious face perception.
