ABSTRACT

This research evaluates enclosed mall shoppers’ neural activation in response to the social presence of other people. The study draws on social impact theory to show how the mere presence of other people in an enclosed shopping mall influences six different emotions, including excitement, interest, stress, engagement, focus, and relaxation, within a focal shopper. We evaluate shoppers’ emotions by employing the Emotiv EPOC+ headset to obtain electroencephalogram recordings. The data obtained from mall shoppers reveal that the mere presence of other shoppers in an enclosed mall evokes high levels of stress, decreases excitement, and impedes a shopper’s ability to focus on a task. These findings imply that shoppers may avoid malls because of their cognitive responses to the social presence of other people, which promotes negative attitudes toward enclosed malls.

摘要

这项研究评估了封闭式购物中心购物者对他人社交存在的神经激活。这项研究借鉴了社会影响理论，以显示在一个封闭的购物商场中，只有别人在封闭的购物商场中的存在会如何影响六种不同的情绪，包括兴奋，兴趣，压力，敬业度，专注力和放松感，这些都是集中购物者所为。我们通过使用Emotiv EPOC +耳机获取脑电图记录来评估购物者的情绪。从购物中心购物者那里获得的数据表明，在封闭的购物中心中仅仅存在其他购物者，就会引起很大的压力，减少兴奋感并阻碍购物者专注于一项任务的能力。这些发现表明，购物者可能会因为对他人社交活动的认知反应而避开购物中心，