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.
Celotno besedilo
Dostopno za:
DOBA, IZUM, KILJ, NUK, PILJ, PNG, SAZU, SIK, UILJ, UKNU, UL, UM, UPUK
Human beings exhibit substantial interpersonal trust—even with strangers. The neuroactive hormone oxytocin facilitates social recognition in animals, and we examine if oxytocin is related to ...trustworthiness between humans. This paper reports the results of an experiment to test this hypothesis, where trust and trustworthiness are measured using the sequential anonymous “trust game” with monetary payoffs. We find that oxytocin levels are higher in subjects who receive a monetary transfer that reflects an intention of trust relative to an unintentional monetary transfer of the same amount. In addition, higher oxytocin levels are associated with trustworthy behavior (the reciprocation of trust). Absent intentionality, both the oxytocin and behavioral responses are extinguished. We conclude that perceptions of intentions of trust affect levels of circulating oxytocin.
Employees have been given increasing autonomy to work from home, from virtual offices, and during travel. Understanding why autonomy affects work behaviors has relied to date on self-reported data in ...which employees may consciously or unconsciously misattribute their own causal actions. We designed a neuroscience experiment to investigate the mechanisms through which greater autonomy affects individual and team performance and if this had an effect on mood. Participants (N = 100) were shown a three-min video that described the productivity impact of greater autonomy at work (treatment) or the productivity benefits of work-flow management software. Electrodermal responses were captured to measure physiologic effort and were related to the video stimuli, productivity, and mood. The treatment group had a 5.2% (p = 0.047) greater average productivity and 31% (p = 0.000) higher positive affect after the video than the control group average. Productivity was directly related to the physiologic effort put into the task for both the treatment and control groups, but the video prime did not increase effort compared to the control. The impact of physiologic effort on productivity continued to hold when controlling for participants' intrinsic motivation. We also found that individual productivity was associated with an increase in positive affect, while group productivity increased positive affect only for those in the treatment group. Our findings indicate that increased perceived autonomy can significantly improve individual and group productivity and that this can have a salubrious impact on mood, but the neurologic mechanism through which this occurs remains to be identified.
Oxytocin increases trust in humans Heinrichs, Markus; Fehr, Ernst; Kosfeld, Michael ...
Nature,
06/2005, Letnik:
435, Številka:
7042
Journal Article
Recenzirano
Odprti dostop
Trust pervades human societies. Trust is indispensable in friendship, love, families and organizations, and plays a key role in economic exchange and politics. In the absence of trust among trading ...partners, market transactions break down. In the absence of trust in a country's institutions and leaders, political legitimacy breaks down. Much recent evidence indicates that trust contributes to economic, political and social success. Little is known, however, about the biological basis of trust among humans. Here we show that intranasal administration of oxytocin, a neuropeptide that plays a key role in social attachment and affiliation in non-human mammals, causes a substantial increase in trust among humans, thereby greatly increasing the benefits from social interactions. We also show that the effect of oxytocin on trust is not due to a general increase in the readiness to bear risks. On the contrary, oxytocin specifically affects an individual's willingness to accept social risks arising through interpersonal interactions. These results concur with animal research suggesting an essential role for oxytocin as a biological basis of prosocial approach behaviour.
Celotno besedilo
Dostopno za:
DOBA, IJS, IZUM, KILJ, NUK, PILJ, PNG, SAZU, SIK, UILJ, UKNU, UL, UM, UPUK
This paper reports findings from a nationally representative sample of working adults to quantify how a culture trust improves business performance. Analysis of the national sample showed that ...organizational trust and alignment with the company's purpose are associated with higher employee incomes, longer job tenure, greater job satisfaction, less chronic stress, improved satisfaction with life, and higher productivity. Employees working the highest quartile of organizational trust had average incomes 10.3% higher those working in the middle quartile of trust (
= 0.000) indicating that trust increases productivity. In order to demonstrate the causal effect of trust on business performance, we created an intervention to increase organizational trust in a division facing high job turnover at a large online retailer. The intervention increased organizational trust by 6% and this improved job retention by 1%. These studies show that management practices that increase organizational trust have salubrious effects on business performance.
The physiology of moral sentiments Zak, Paul J.
Journal of economic behavior & organization,
2011, 2011-1-00, 20110101, Letnik:
77, Številka:
1
Journal Article
Recenzirano
▶ The brain's HOME (Human Oxytocin Mediated Empathy) circuit is posited to be the physiologic basis for Adam Smith's moral sentiments. ▶ The Empathy-Generosity-Punishment model is presented that ...captures how HOME affects self-other choices in one-shot settings. ▶ The model is tested using three neuroeconomics experiments in which drugs are used to turn up or down prosocial behaviors.
Adam Smith made a persuasive case that “moral sentiments” are the foundation of ethical behaviors in his 1759
The Theory of Moral Sentiments. This view is still controversial as philosophers debate the extent of human morality. One type of moral behavior, assisting a stranger, has been shown by economists to be quite common in the laboratory and outside it. This paper presents the Empathy–Generosity–Punishment model that reveals the criticality of moral sentiments in producing prosocial behaviors. The model's predictions are tested causally in three neuroeconomics experiments that directly intervene in the human brain to “turn up” and “turn down” moral sentiments. This approach provides direct evidence on the brain mechanisms that produce prosociality using a brain circuit called HOME (human oxytocin-mediated empathy). By characterizing the HOME circuit, I identify situations in which moral sentiments will be engaged or disengaged. Using this information, applications to health and welfare policies, organizational and institutional design, economic development, and happiness are presented.
The recently-discovered single-span transmembrane proteins endoregulin (ELN), dwarf open reading frame (DWORF), myoregulin (MLN), and another-regulin (ALN) are reported to bind to the SERCA calcium ...pump in a manner similar to that of known regulators of SERCA activity, phospholamban (PLB) and sarcolipin (SLN). To determine how micropeptide assembly into oligomers affects the availability of the micropeptide to bind to SERCA in a regulatory complex, we used co-immunoprecipitation and fluorescence resonance energy transfer (FRET) to quantify micropeptide oligomerization and SERCA-binding. Micropeptides formed avid homo-oligomers with high-order stoichiometry (n > 2 protomers per homo-oligomer), but it was the monomeric form of all micropeptides that interacted with SERCA. In view of these two alternative binding interactions, we evaluated the possibility that oligomerization occurs at the expense of SERCA-binding. However, even the most avidly oligomeric micropeptide species still showed robust FRET with SERCA, and there was a surprising positive correlation between oligomerization affinity and SERCA-binding. This comparison of micropeptide family members suggests that the same structural determinants that support oligomerization are also important for binding to SERCA. Moreover, the unique oligomerization/SERCA-binding profile of DWORF is in harmony with its distinct role as a PLB-competing SERCA activator, in contrast to the inhibitory function of the other SERCA-binding micropeptides.
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•Micropeptides assemble stepwise as homo-dimers, then higher-order oligomers.•6 related micropeptides all bind to the SERCA2a calcium transporter as monomers.•Micropeptide oligomerization and SERCA-binding share structural determinants.•DWORF shows a unique profile of oligomerization/SERCA-binding.
Virus-like particles (VLPs) have been proposed as an attractive tool in SARS-CoV-2 vaccine development, both as (1) a vaccine candidate with high immunogenicity and low reactogenicity and (2) a ...substitute for live virus in functional and neutralization assays. Though multiple SARS-CoV-2 VLP designs have already been explored in Sf9 insect cells, a key parameter ensuring VLPs are a viable platform is the VLP spike yield (i.e., spike protein content in VLP), which has largely been unreported. In this study, we show that the common strategy of producing SARS-CoV-2 VLPs by expressing spike protein in combination with the native coronavirus membrane and/or envelope protein forms VLPs, but at a critically low spike yield (~0.04-0.08 mg/L). In contrast, fusing the spike ectodomain to the influenza HA transmembrane domain and cytoplasmic tail and co-expressing M1 increased VLP spike yield to ~0.4 mg/L. More importantly, this increased yield translated to a greater VLP spike antigen density (~96 spike monomers/VLP) that more closely resembles that of native SARS-CoV-2 virus (~72-144 Spike monomers/virion). Pseudotyping further allowed for production of functional alpha (B.1.1.7), beta (B.1.351), delta (B.1.617.2), and omicron (B.1.1.529) SARS-CoV-2 VLPs that bound to the target ACE2 receptor. Finally, we demonstrated the utility of pseudotyped VLPs to test neutralizing antibody activity using a simple, acellular ELISA-based assay performed at biosafety level 1 (BSL-1). Taken together, this study highlights the advantage of pseudotyping over native SARS-CoV-2 VLP designs in achieving higher VLP spike yield and demonstrates the usefulness of pseudotyped VLPs as a surrogate for live virus in vaccine and therapeutic development against SARS-CoV-2 variants.
Helping behaviors and life satisfaction generally increase after middle-age. Identifying the neural substrates of prosocial behaviors in older adults may offer additional insights into these changes ...over the lifespan. The present study examines the endogenous release of the neuromodulator oxytocin (OT) in participants aged 18-99 and its relationship to prosocial behaviors. OT has been shown to influence trust, altruism, charity, and generosity, yet the effect of age on OT release has not been well-established. Blood samples before and after a video stimulus were obtained from 103 participants in order to examine the impact of OT on prosocial behaviors. We found that OT release following a social prime increased with age (
= 0.49,
= 0.001) and that OT moderated the relationship between age and donations to charity. We tested for robustness by examining three additional prosocial behaviors, money and goods donated to charity during the past year and social-sector volunteering. OT moderated the impact of age on all three prosocial behaviors (
< 0.05). The analysis also showed that participants' change in OT was positively associated with satisfaction with life (
= 0.04), empathic concern (
= 0.015), dispositional gratitude (
= 0.019), and religious commitment (
= 0.001). Our findings indicate that the neural chemistry that helps sustain social relationships and live a fulfilled life appear to strengthen with age.
Streaming services provide people with a seemingly infinite set of entertainment choices. This large set of options makes the decision to view alternative content or stop consuming content altogether ...compelling. Yet, nearly all experimental studies of the attributes of video content and their ability to influence behavior require that participants view stimuli in their entirety. The present study measured neurophysiologic responses while participants viewed videos with the option to stop viewing without penalty in order to identify signals that capture the neural value of content. A post-video behavioral choice was included to reduce the likelihood that measured neurophysiologic responses were noise rather than signal. We found that a measure derived from neurophysiologic Immersion predicted how long participants would watch a video. Further, the time spent watching a video increased the likelihood that it influenced behavior. The analysis indicates that the neurologic value one receives helps explain why people continue to watch videos and why they are influenced by them.
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