Few studies have investigated the mechanism underlying the connection between votes and review helpfulness. A within-subject experiment with a between-group factor of personality traits was adopted to measure participants’ neural response in the processing of votes regarding review helpfulness. The results showed that a larger feedback-related negativity (FRN) and smaller P300 were induced when their personal voting behavior was inconsistent with the relative majority votes. The results confirmed that the participants established a reference frame of relative majority votes via comparison of the votes associated with other visible reviews and that they applied this reference frame to evaluate their personal voting behavior. Moreover, the participants with higher openness showed lower ΔFRN values, confirming the individual differences in the influence of the reference frame of the relative majority votes on outcome evaluation.

很少有研究调查投票与评论有用性之间联系的潜在机制。采用具有人格特质的组间因素的受试者内部实验来衡量参与者在处理有关评论有用性的投票过程中的神经反应。结果表明，当他们的个人投票行为与相对多数投票不一致时，会引起较大的反馈相关负值（FRN）和较小的P300。结果证实，参与者通过比较与其他可见评论相关的投票建立了相对多数投票的参考框架，并且他们应用了该参考框架来评估其个人投票行为。此外，开放度较高的参与者显示出较低的ΔFRN值，