Animation creates a vivid, virtual world and expands the scope of human imagination. In this study, we investigated the time-courses of brain responses related to the evaluation of the attractiveness of cartoon faces ...Animation creates a vivid, virtual world and expands the scope of human imagination. In this study, we investigated the time-courses of brain responses related to the evaluation of the attractiveness of cartoon faces using the event-related potential （ERP） technique. The results demonstrated that N170 amplitude was higher for attractive than for unattractive cartoon faces in males, while the opposite was found in females. Facial attractiveness notably modulated the late positive component （LPC）, which might reflect the task-related process of aesthetic appraisal of beauty. The mean LPC amplitude in males was significantly higher for attractive cartoon faces than for unattractive faces, while the LPC amplitude in females did not significantly differ between attractive and unattractive cartoon faces. Moreover, the paint mode （computer graphics, gouache, and stick figure） modulated the early encoding of facial structures and the late evaluative process. The early modulation effect by paint mode may be related to the spatial frequency of the pictures. The processing speed and intensity in females were both higher than those in males. In conclusion, our study, for the first time, reported ERP modulation based on the assessment of cartoon facial attractiveness, suggesting the facilitated selection of attractiveness information at the early stage, and that the attentional enhancement of attractive faces at the late stage only exists in males. This suggests that men＇s brains are hard-wired to be sensitive to facial beauty, even in cartoons.展开更多
Despite streamers having earned widespread attention,no studies have explored the relationship between streamers and customer engagement from a vocal–visual perspective in the livestreaming commerce context.Drawing o...Despite streamers having earned widespread attention,no studies have explored the relationship between streamers and customer engagement from a vocal–visual perspective in the livestreaming commerce context.Drawing on the elaboration likelihood model,we examine how streamers’speech rate and facial attractiveness influence customer engagement using 434 pieces of unstructured livestreaming video data extracted from Taobao.The findings show that speech rate is positively related to customer engagement behaviors.Facial attractiveness has a significant positive effect on the number of comments and viewers obtained,but it has no impact on the number of likes received in a livestream.Speech rate and facial attractiveness demonstrate a significant interaction effect,increasing customer engagement behaviors.Additionally,the numbers of comments and viewers obtained are positively related to sales performance.These results offer new insights into the vital role of streamers and provide practical implications for improving customer engagement in livestreaming commerce.展开更多
基金supported by the New Talent Program of Zhejiang Province, China (2013R404046)
文摘Animation creates a vivid, virtual world and expands the scope of human imagination. In this study, we investigated the time-courses of brain responses related to the evaluation of the attractiveness of cartoon faces using the event-related potential （ERP） technique. The results demonstrated that N170 amplitude was higher for attractive than for unattractive cartoon faces in males, while the opposite was found in females. Facial attractiveness notably modulated the late positive component （LPC）, which might reflect the task-related process of aesthetic appraisal of beauty. The mean LPC amplitude in males was significantly higher for attractive cartoon faces than for unattractive faces, while the LPC amplitude in females did not significantly differ between attractive and unattractive cartoon faces. Moreover, the paint mode （computer graphics, gouache, and stick figure） modulated the early encoding of facial structures and the late evaluative process. The early modulation effect by paint mode may be related to the spatial frequency of the pictures. The processing speed and intensity in females were both higher than those in males. In conclusion, our study, for the first time, reported ERP modulation based on the assessment of cartoon facial attractiveness, suggesting the facilitated selection of attractiveness information at the early stage, and that the attentional enhancement of attractive faces at the late stage only exists in males. This suggests that men＇s brains are hard-wired to be sensitive to facial beauty, even in cartoons.
基金supported by the National Natural Science Foundation of China[grant number 72202185]the Fundamental Research Funds for the Central Universities[grant number SWU2109521]+1 种基金the Chongqing Social Science Planning Project[grant number 2020BS60]the Innovation Research 2035 Pilot Plan of Southwest University[grant number SWUPilotPlan026].
文摘Despite streamers having earned widespread attention,no studies have explored the relationship between streamers and customer engagement from a vocal–visual perspective in the livestreaming commerce context.Drawing on the elaboration likelihood model,we examine how streamers’speech rate and facial attractiveness influence customer engagement using 434 pieces of unstructured livestreaming video data extracted from Taobao.The findings show that speech rate is positively related to customer engagement behaviors.Facial attractiveness has a significant positive effect on the number of comments and viewers obtained,but it has no impact on the number of likes received in a livestream.Speech rate and facial attractiveness demonstrate a significant interaction effect,increasing customer engagement behaviors.Additionally,the numbers of comments and viewers obtained are positively related to sales performance.These results offer new insights into the vital role of streamers and provide practical implications for improving customer engagement in livestreaming commerce.
