Personality differences and hotel web design study using targeted positive and negative association rule mining

As people have unique tastes, the way to satisfy a small group of targeted customers or to be generic to meet most people's preference has been a traditional question to many fashion designers and website developers. This study examined the relationship between individuals' personality differences and their web design preferences. Each individual's personality is represented by a combination of five traits, and 15 website design-related features are considered to test the users' preference. We introduced a data mining technique called targeted positive and negative association rule mining to analyze a dataset containing the survey results collected from undergraduate students. The results of this study not only suggest the importance of providing specific designs to attract individual customers, but also provide valuable input on the Big Five personality traits in their entirety.

Low-frequency brain stimulation to the left dorsolateral prefrontal cortex increases the negative impact of social exclusion among those high in personal distress

The dorsolateral prefrontal cortex (DLPFC) is thought to play a key role in the cognitive control of emotion and has therefore, unsurprisingly, been implicated in the regulation of physical pain perception. This brain region may also influence the experience of social pain, which has been shown to activate similar neural networks as seen in response to physical pain. Here, we applied sham or active low-frequency (1 Hz) repetitive transcranial magnetic stimulation (rTMS) to the left DLPFC, previously shown to exert bilateral effects in pain perception, in healthy participants. Following stimulation, participants played the “Cyberball Task”; an online ball-tossing game in which the subject participant is included or excluded. Compared to sham, rTMS did not modulate behavioural response to social exclusion. However, within the active rTMS group only, greater trait personal distress was related to enhanced negative outcomes to social exclusion. These results add further support to the notion that the effect of brain stimulation is not homogenous across individuals, and indicates the need to consider baseline individual differences when assessing response to brain stimulation. This seems particularly relevant in social neuroscience investigations, where trait factors may have a meaningful effect.