Optimal control of complex networks with conformity behavior

Despite the significant advances in identifying the driver nodes and energy requiring in network control, a framework that incorporates more complicated dynamics remains challenging. Here, we consider the conformity behavior into network control, showing that the control of undirected networked systems with conformity will become easier as long as the number of external inputs beyond a critical point. We find that this critical point is fundamentally determined by the network connectivity. In particular, we investigate the nodal structural characteristic in network control and propose optimal control strategy to reduce the energy requiring in controlling networked systems with conformity behavior. We examine those findings in various synthetic and real networks, confirming that they are prevailing in describing the control energy of networked systems. Our results advance the understanding of network control in practical applications.

Confidence Modulates the Conformity Behavior of the Investors and Neural Responses of Social Influence in Crowdfunding

The decision about whether to invest can be affected by the choices or opinions of others known as a form of social influence. People make decisions with fluctuating confidence, which plays an important role in the decision process. However, it remains a fair amount of confusion regarding the effect of confidence on the social influence as well as the underlying neural mechanism. The current study applied a willingness-to-invest task with the event-related potentials method to examine the behavioral and neural manifestations of social influence and its interaction with confidence in the context of crowdfunding investment. The behavioral results demonstrate that the conformity tendency of the people increased when their willingness-to-invest deviated far from the group. Besides, when the people felt less confident about their initial judgment, they were more likely to follow the herd. In conjunction with the behavioral findings, the neural results of the social information processing indicate different susceptibilities to small and big conflicts between the own willingness of the people and the group, with small conflict evoked less negative feedback-related negativity (FRN) and more positive late positive potential (LPP). Moreover, confidence only modulated the later neural processing by eliciting larger LPP in the low confidence, implying more reliance on social information. These results corroborate previous findings regarding the conformity effect and its neural mechanism in investment decision and meanwhile extend the existing works of literature through providing behavioral and neural evidence to the effect of confidence on the social influence in the crowdfunding marketplace.

The Impact of Reviewers' Creditworthiness on Consumers' Purchase Intention in Edge Path: Implications for the Coronavirus Disease 2019 Pandemic

Reviewers' creditworthiness is an important edge clue in the elaboration likelihood model (ELM). This paper takes the online travel booked by consumers as an example and uses the questionnaire data of 417 outbound passengers from Guangzhou Baiyun International Airport. The paper examines the influence of reviewers' creditworthiness on consumer purchase intentions in the edge path through a mediated moderation model. Investigate the mediating role of conformity behavior can influence the reviewers' creditworthiness on purchase. Thus, it examines the moderating effect of consumer involvement. The results show that the degree of consumer involvement moderates the relationship between reviewers' creditworthiness, and the purchase intention is achieved through the mediation of conformity behavior. The higher the degree of consumer involvement, the less impact the reviewers' creditworthiness has on conformity behavior, and the weaker the positive effects of its purchase intention are found. Implications for the coronavirus disease 2019 (COVID-19) era are also discussed.

How the Health Rumor Misleads People’s Perception in a Public Health Emergency: Lessons from a Purchase Craze during the COVID-19 Outbreak in China

Health rumors often mislead people and cause adverse health behaviors. Especially during a public health emergency, health rumors may result in severe consequences for people’s health and risk governance. Insight into how these rumors form and harm people’s health behavior is critical for assisting people in establishing scientific health cognition and to enhance public health emergency responses. Using the case study with interview data of a salient purchase craze led by a health rumor during the COVID-19 outbreak in China, this article aimed to illustrate the process of how a piece of information becomes a health rumor. Furthermore, we identify factors that cause people to believe rumors and conduct behavior that leads to a purchase craze. Results show that a public misunderstanding of the unique psychology of uncertainty, cultural and social cognition, and conformity behavior jointly informs people’s beliefs in rumors and further causes purchase craze behavior. We developed a simplified model to demonstrate how an ordinary news report can lead to a rumor. Based on this model, some implications of effective health communication are suggested for managing rumors.

Modeling Social Distance and Activity-Travel Decision Similarity to Identify Influential Agents in Social Networks and Geographic Space and Its Application to Travel Mode Choice Analysis

Because humans are social beings, people are members of social networks and interact with other members. As a result of social interaction, people can be influenced by the behavior of others. The present study addresses conformity behavior in activity-travel decisions, implying that in making such decisions people mimic the behavior of other members of their social networks. The presence of conformity behavior in social networks implies that sustainable behavior can be dispersed through networks. Therefore, knowing which people in a network are influential can help make a sustainable transportation policy more effective. In particular, information about the topology of social networks and geographical distribution can help maximize the policy’s spill-over effects in social and geographic spaces. This study suggests a framework to locate influential agents in relation to activity-travel decisions using three procedures: (1) estimating social distance associated with similarity in activity-travel decisions, (2) identifying influential agents by measuring centralities, and (3) exploring the spatial and activity-travel characteristics of the influential agents. The suggested framework is applied using the travel mode choices of people who had recently taken trips by road beside/alongside the Han River in Seoul, South Korea.

The research of human individual’s conformity behavior in emergency situations

PurposeThe purpose of this paper (including three studies) is to investigate the idea that individuals in an emergency situation experience significantly a higher level of emotional activation, lower performance of task, and change in decision making, escaping behavior and conformity as compared to being in a non-emergency situation. It is also suggested that the level of emotional activation mediates the association between situation and the performance of task.Design/methodology/approachStudy 1 was an experimental study with 43 university students and revealed that different situations induced different levels of emotional activation and they are positively and significantly related. Study 2 was a further exploration of study 1, in which 49 participants were asked to watch a recomposed video telling a reasonable story about escaping from the emergency and complete several tasks associated with two kinds of situations (non-emergency vs emergency). In study 3, 168 participants, randomly assigned to three groups, were asked to work on judgment tasks with different numbers of options.FindingsResults revealed that individuals in an emergency situation experience significantly lower performance of task and higher conformity tendency than in a non-emergency situation. Also, the causal effect of the situation on the performance of task is mediated by the level of emotional activation. Moreover, results found that the performance of task is also a mediator between the level of emotional activation and conformity. Result showed that the number of choices is negatively related to conformity, and performance is a mediator between the number of choices and conformity.Originality/valueThis paper suggested that the level of emotional activation mediates the association between situation and the performance of task.

E-consumer conformity and its impact on consumer attitude

PurposeWith the tremendous increase in the number of netizens, online consumer behavior has become an important issue nowadays. One of the important issues of online consumer behavior is e-consumer conformity. This paper aims to explore prominent factors of e-consumer conformity and its impact on consumer attitude, which helps marketers to understand this new business arena and involve this relationship to enhance their business.Design/methodology/approachFor the purpose, convenience sampling was used with sample size of 510. Offline as well as online mode of survey was applied. The resultant hypotheses (based on the developed model depicting normative and informational consumer conformity effect on attitude) were examined by structured equation modeling.FindingsThe present study presents the different dimensions of e-consumer conformity and its difference in metro and non-metro cities on which marketers have to frame their strategies. The study revealed that the customer attitude is largely affected by others expectations (conformance with others expectations, NCC) rather others knowledge and expertise (ICC). Additionally, the comparison of virtual conformity behavior of metro and non-metro customers was made, and it was found that conformity behavior does not significantly differ in these two contexts.Practical implicationsBusiness saturation in metro cities, infrastructural growth and technological advancement in non-metro cities, companies are moving toward non-metro cities. Due to contextual differences existing between metro and non-metro market, it is difficult to trace the changes in the marketing policies and device the appropriate strategy accordingly for the marketers. In lieu of this, the present study presents the different dimensions of e-consumer conformity and its degree of difference in metro and non-metro cities on which marketers have to frame their strategies.Originality/valueGood number of research has been conducted on consumer conformity in India; however, there is a scarcity of literature in virtual consumer conformity in India. This research is not only establishing the relationship between virtual consumer conformity and consumer attitude but also establishing the difference of virtual consumer conformity in metro and non-metro cities in India.