Recent research has shown that event-related brain potentials (ERPs) recorded while participants view lists of different consumer goods can be modulated by their preferences toward these products. However, it remains largely unknown whether ERP activity specific to a single consumer item can be informative about whether or not this item will be preferred in a shopping context. In this study, we examined whether single-item ERPs could reliably predict consumer preferences toward specific consumer goods. We recorded scalp EEG from 40 participants while they were viewing pictures of consumer goods and we subsequently asked them to indicate their preferences for each of these items. Replicating previous results, we found that ERP activity averaged over the six most preferred products was significantly differentiated from ERP activity averaged across the six least preferred products for three ERP components: The N200, the late positive potential (LPP) and positive slow waves (PSW). We also found that using single-item ERPs to infer behavioral preferences about specific consumer goods led to an overall predictive accuracy of 71%, although this figure varied according to which ERPs were targeted. Later positivities such as the LPP and PSW yielded relatively higher predictive accuracy rates than the frontal N200. Our results suggest that ERPs related to single consumer items can be relatively accurate predictors of behavioral preferences depending on which type of ERP effects are chosen by the researcher, and ultimately on the level of prediction errors that users choose to tolerate.
Belonging to multiple groups is an important feature of our social lives. However, it is largely unknown if it is related to individual differences in cognitive performance. Given that changing self-identities linked to each group requires cognitive operations on knowledge bases associated with each group, the extent to which people belong to multiple groups may be related to individual differences in cognitive performance. Therefore, the main objective of this study was to test if multiple group membership is related to executive function task performance. A socioeconomically diverse sample of 395 individuals in Indonesia participated in this study. Our results show that multiple group membership was positively related to the 3-back working memory performance. However, we also found that this relationship was significant only among participants with high (not median or low) SES. We also observed that Contact diversity was negatively related to working memory performance among participants with low SES. Our results show that the complexity of our social lives is related to individual differences in executive function performance, although this seems to be constrained by SES.