Editorial
15 November 2021
Editorial: Neurofinance
GianMario Raggetti
,
Maria G. Ceravolo
,
Luca Passamonti
 and 
Bernd Weber
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1 citations
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14,865 views
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Main effects of contrasting methods of payment and payment amounts. (A) 150€ vs. 10€ in the Cash condition. (B) 150€ vs 50€ in the Cash condition. (C) Cash vs Smartphone contrast in the 10€ condition. The Talairach coordinates refer to the activated foci pointed by arrows. Ant.: anterior; R: right. (D) Cortical activation in the right parietal cortex in Cash vs Card (left) and the Cash vs Smartphone (right) contrasts in the three conditions (10€: yellow; 50€: green; 150€: red).
8,412 views
17 citations
Original Research
30 October 2019
The Neural Basis of Herding Decisions in Enterprise Clustering: An Event-Related Potential Study
Wuke Zhang
3 more and 
Qingguo Ma
Grand-averaged event-related potential (ERP) waveforms of N2 in the frontal-to-central region with three electrodes, and related brain topography. (A) The N2 amplitude comparison of the two occupancy rate conditions (low level vs. high level) in representative electrodes (Fz, FCz, and Cz). (B) The brain topography of the two conditions and contrast at the N2 time window of 260–320 ms.

Herding behavior refers to the social phenomenon in which people are intensely influenced by the decisions and behaviors of others in the same group. Although several recent studies have explored the neural basis of herding decisions in people’s daily lives (e.g., consumption decisions), the neural processing of herding decisions underlying enterprise behavior is still unclear. To address this issue, this study extracted event-related potentials (ERPs) from electroencephalographic data when participants (i.e., top executives in real enterprises) performed a choice task in which they judged whether to let their enterprises settle in an industrial zone when the occupancy rate of the industrial zone was either low or high. The behavioral results showed that participants had a higher acceptance rate in the high occupancy rate condition than in the low one, suggesting the existence of herding tendency in top executives’ business decisions. The ERP results indicated that anticonformity choices induced a larger N2 amplitude than herding choices, demonstrating that participants might experience larger perceived risk and more decision conflict when they processed anticonformity choices. In contrast, we observed that herding choices induced a larger LPP amplitude than anticonformity choices, hinting that participants might experience better evaluation categorization and higher decision confidence when they processed herding choices. Based on these results, this study provides new insights into the neural basis of herding decisions made by top executives in business.

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12 citations
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