When encoding a real-life, continuous stimulus, the same neural circuits support processing and integration of prior as well as new incoming information. This ongoing interplay is modulated by attention, which is evident in the prefrontal cortex sections of the task positive network (TPN), and in the posterior cingulate cortex (PCC), a hub of the default mode network (DMN). Yet the exact nature of such modulation is still unclear. To investigate this issue, we utilized an fMRI task that employed movies as (...) the encoded stimuli and manipulated attentional load via an easy or hard secondary task that was performed simultaneously with encoding. Results showed increased intersubject correlation (inter-SC) levels when encoding movies in a condition of high, as compared to low attentional load. This was evident in bilateral ventrolateral and dorsomedial prefrontal cortices and the dorsal PCC (dPCC). These regions became more attuned to the combination of the movie and the secondary task as the attentional demand of the task increased. Activation analyses revealed that at higher load the frontal TPN regions were more activated, whereas the dPCC was more deactivated. Attentional load also influenced connectivity within and between the networks. At high load the dPCC was anti-correlated to the frontal regions, which were more functionally coherent amongst themselves. Finally and critically, greater inter-SC in the dPCC at high load during encoding predicted lower memory strength when that information was retrieved. This association between inter-SC levels and memory strength suggest that as attentional demands increased, the dPCC was more attuned to the secondary task at the expense of the encoded stimulus, thus weakening memory for the encoded stimulus. Together, our findings show that attentional load modulated the function of core TPN and DMN regions. Furthermore, the observed correlation between memory strength and the modulation of the dPCC points to this region as a key area involved in the manipulation of attentional load on memory function. (shrink)

Live streaming shopping, the streaming of real-time videos promoting products that consumers can purchase online, has recently been a booming area of e-commerce, especially during the COVID-19 pandemic. The success of live streaming e-commerce largely relies on the extent to which the broadcaster can get consumers engaged by the live stream. Thus, it is important to discover the antecedents of consumer engagement in such a context. Drawing on consumer engagement and neuroscience literature, this study used electroencephalography inter-subject correlation to explore (...) how broadcasters' entrepreneurial passion during live streaming videos influenced consumers' neural engagement as they watched the live streaming videos. We used the framework of displayed passion and preparedness from the entrepreneurial passion literature to predict consumer engagement. We found significant ISC for strong displayed passion, while preparedness had partially significant effects on the first, second, and summed components of ISC. The interaction effects of these two factors on the first and summed components of ISC were partially significant. Strong displayed passion and preparedness activated the left and right prefrontal regions of the consumers' brains. These findings indicate that broadcasters' displayed passion and preparedness can influence consumer engagement in live streaming e-commerce settings. Our findings suggest that a scientific approach could be used to improve a broadcaster's performance by testing ISC during rehearsals before live streaming. (shrink)

Tension and suspense are powerful emotional experiences that occur in a wide variety of contexts (e.g., in music, film, literature, and everyday life). The omnipresence of tension experiences suggests that they build on very basic cognitive and affective mechanisms. However, the psychological underpinnings of tension experiences remain largely unexplained, and tension and suspense are rarely discussed from a general, domain-independent perspective. In this paper, we argue that tension experiences in different contexts (e.g., musical tension or suspense in a movie) build (...) on the same underlying psychological processes. We discuss key components of tension experiences and propose a domain-independent model of tension and suspense. According to this model, tension experiences originate from states of conflict, instability, dissonance, or uncertainty that trigger predictive processes directed at future events of emotional significance. We also discuss possible neural mechanisms underlying experiences of tension. The model provides a theoretical framework that can inform future empirical research on tension phenomena. (shrink)

While univariate functional magnetic resonance imaging data analysis methods have been utilized successfully to map brain areas associated with cognitive and emotional functions during viewing of naturalistic stimuli such as movies, multivariate methods might provide the means to study how brain structures act in concert as networks during free viewing of movie clips. Here, to achieve this, we generalized the partial least squares analysis, based on correlations between voxels, experimental conditions, and behavioral measures, to identify large-scale neuronal networks activated during (...) the first time and repeated watching of three ∼5-min comedy clips. We identified networks that were similarly activated across subjects during free viewing of the movies, including the ones associated with self-rated experienced humorousness that were composed of the frontal, parietal, and temporal areas acting in concert. In conclusion, the PLS method seems to be well suited for the joint analysis of multi-subject neuroimaging and behavioral data to quantify a functionally relevant brain network activity without the need for explicit temporal models. (shrink)