{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,9,20]],"date-time":"2026-09-20T01:24:29Z","timestamp":1789867469175,"version":"4.0.1"},"reference-count":101,"publisher":"Frontiers Media SA","license":[{"start":{"date-parts":[[2025,3,12]],"date-time":"2025-03-12T00:00:00Z","timestamp":1741737600000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":["frontiersin.org"],"crossmark-restriction":true},"short-container-title":["Front. Neurosci."],"abstract":"<jats:p>Consumers increasingly demand extraordinary experiences and businesses want to provide such experiences to build loyalty and increase customer lifetime value. One of the most significant aspects of consumer experiences is employee-customer interactions. We hypothesized that the value of customers\u2019 experiences would be reflected in the neurophysiology of sales associates and that these data would predict eventual purchases. We tested this hypothesis by measuring neurologic Immersion of sales associates serving customers (<jats:italic>N<\/jats:italic>\u202f=\u202f56) in a field study in two luxury retail stores with actual customers. A synthetic dataset was generated from these data and showed that sales associates\u2019 peak Immersion was positively associated with the time customers spent shopping, which, in turn, positively scaled with how much customers spent. Estimating a machine learning model using sales associates\u2019 peak Immersion predicted which customers purchased with between 64% and 80% accuracy. Our results demonstrate that the neurophysiologic Immersion of one person can be used to predict the behavior of another person with whom they are interacting even when their goals may not be perfectly aligned. Moreover, we have shown that such a field study is feasible with real customers who are spending nontrivial amounts of money (M\u202f=\u202f$323, range: $0\u2013$2,734). More generally, measuring the contagion of Immersion from one side of an interaction may be an effective way to assess and improve the quality of social engagements of many types.<\/jats:p>","DOI":"10.3389\/fnins.2025.1533784","type":"journal-article","created":{"date-parts":[[2025,3,12]],"date-time":"2025-03-12T08:08:46Z","timestamp":1741766926000},"update-policy":"https:\/\/doi.org\/10.3389\/crossmark-policy","source":"Crossref","is-referenced-by-count":6,"title":["The contagion of neurologic Immersion predicts retail purchases"],"prefix":"10.3389","volume":"19","author":[{"given":"Gaia","family":"Rancati","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Kankana","family":"Ghosh","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jorge","family":"Barraza","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Paul J.","family":"Zak","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1965","published-online":{"date-parts":[[2025,3,12]]},"reference":[{"key":"ref1","doi-asserted-by":"publisher","first-page":"715","DOI":"10.1037\/0003-066X.36.7.715","article-title":"Psychological status of the script concept","volume":"36","author":"Abelson","year":"1981","journal-title":"Am. Psychol."},{"key":"ref2","volume-title":"Immersion, learning and the importance of trust","year":"2018"},{"key":"ref3","doi-asserted-by":"publisher","first-page":"293306","DOI":"10.3389\/fpsyg.2017.01984","article-title":"On the interpretation and use of mediation: multiple perspectives on mediation analysis","volume":"8","author":"Agler","year":"2017","journal-title":"Front. Psychol."},{"key":"ref4","doi-asserted-by":"publisher","first-page":"4","DOI":"10.1177\/19389655211062978","article-title":"Luxury hospitality services: editorial comment","volume":"63","author":"Back","year":"2022","journal-title":"Cornell Hosp. Q."},{"key":"ref5","doi-asserted-by":"publisher","first-page":"59","DOI":"10.2753\/JOA0091-3367410105","article-title":"Stay away from me","volume":"41","author":"Baek","year":"2012","journal-title":"J. Advert."},{"key":"ref6","doi-asserted-by":"publisher","first-page":"182","DOI":"10.1111\/j.1749-6632.2009.04504.x","article-title":"Empathy toward strangers triggers oxytocin release and subsequent generosity","volume":"1167","author":"Barraza","year":"2009","journal-title":"Ann. N. Y. Acad. Sci."},{"key":"ref7","volume-title":"Treat them like royalty: Customer experience lessons from luxury brands","author":"Bell","year":"2022"},{"key":"ref8","doi-asserted-by":"publisher","first-page":"810","DOI":"10.1108\/JOSM-05-2017-0102","article-title":"Showcasing the diversity of service research: theories, methods, and success of service articles","volume":"28","author":"Benoit","year":"2017","journal-title":"J. Serv. Manag."},{"key":"ref9","doi-asserted-by":"publisher","first-page":"45","DOI":"10.1177\/0963721412469394","article-title":"Beyond brain mapping: using neural measures to predict real-world outcomes","volume":"22","author":"Berkman","year":"2013","journal-title":"Curr. Dir. Psychol. Sci."},{"key":"ref10","first-page":"100","article-title":"Clueing in customers","volume":"81","author":"Berry","year":"2003","journal-title":"Harv. Bus. Rev."},{"key":"ref11","author":"Bracken","year":"2014"},{"key":"ref12","volume-title":"The social animal: The hidden sources of love, character, and achievement","author":"Brooks","year":"2012"},{"key":"ref13","doi-asserted-by":"publisher","first-page":"67","DOI":"10.1016\/j.reimke.2014.06.005","article-title":"The role of frontline employees in customer engagement","volume":"18","author":"Cambra-Fierro","year":"2014","journal-title":"Rev. Espa\u00f1ola de Investigaci\u00f3n de Marketing ESIC"},{"key":"ref14","doi-asserted-by":"publisher","first-page":"4","DOI":"10.1002\/cb.30","article-title":"How to facilitate immersion in a consumption experience: appropriation operations and service elements","volume":"5","author":"Car\u00f9","year":"2006","journal-title":"J. Consum. Behav. Int. Res. Rev."},{"key":"ref15","doi-asserted-by":"publisher","first-page":"114344","DOI":"10.1016\/j.jbusres.2023.114344","article-title":"Emotional arousal in customer experience: a dynamic view","volume":"170","author":"Caruelle","year":"2024","journal-title":"J. Bus. Res."},{"key":"ref16","first-page":"129","volume-title":"Narrative technology to detect and defeat adversary ideological influence. In: what do others think and how do we know what they are thinking?","author":"Casebeer","year":"2018"},{"key":"ref17","doi-asserted-by":"publisher","first-page":"869","DOI":"10.1108\/IJRDM-01-2013-0016","article-title":"Brand social power in luxury retail: manifestations of brand dominance over clients in the store","volume":"41","author":"Cervellon","year":"2013","journal-title":"Int. J. Retail Distrib. Manag."},{"key":"ref18","volume-title":"Research methods, design, and analysis","author":"Christensen","year":"2011"},{"key":"ref19","doi-asserted-by":"crossref","DOI":"10.4324\/9781315768311","volume-title":"Principles and methods of social research","author":"Crano","year":"2014"},{"key":"ref20","doi-asserted-by":"publisher","first-page":"94","DOI":"10.1002\/mar.20322","article-title":"Toward an integrated framework for online consumer behavior and decision making process: a review","volume":"27","author":"Darley","year":"2010","journal-title":"Psychol. Mark."},{"key":"ref21","volume-title":"The future of luxury: bouncing back from COVID-19","author":"D'Arpizio","year":"2021"},{"key":"ref22","doi-asserted-by":"publisher","first-page":"156","DOI":"10.1108\/JOSM-03-2018-0082","article-title":"Frontline service technology infusion: conceptual archetypes and future research directions","volume":"30","author":"De Keyser","year":"2019","journal-title":"J. Serv. Manag."},{"key":"ref23","author":"Dietterich","year":"2000"},{"key":"ref24","volume-title":"Making meaning: How successful businesses deliver meaningful customer experiences","author":"Diller","year":"2005"},{"key":"ref25","doi-asserted-by":"publisher","first-page":"67","DOI":"10.1509\/jm.15.0291","article-title":"Managing status: how luxury brands shape class subjectivities in the service encounter","volume":"81","author":"Dion","year":"2017","journal-title":"J. Mark."},{"key":"ref26","first-page":"35","article-title":"An examination of the nature of trust in buyer\u2013seller relationships","volume":"61","author":"Doney","year":"1997","journal-title":"J. Mark."},{"key":"ref28","doi-asserted-by":"publisher","first-page":"26","DOI":"10.1080\/08853134.1981.10754192","article-title":"A factor analytic study of the personal selling process","volume":"1","author":"Dubinsky","year":"1981","journal-title":"J. Pers. Sell. Sales Manag."},{"key":"ref29","doi-asserted-by":"publisher","first-page":"1","DOI":"10.1016\/j.jretconser.2016.03.002","article-title":"Shopping well-being: is it just a matter of pleasure or doing the task? The role of shopper's gender and self-congruity","volume":"31","author":"El Hedhli","year":"2016","journal-title":"J. Retail. Consum. Serv."},{"key":"ref30","doi-asserted-by":"publisher","first-page":"439","DOI":"10.1177\/0956797611434964","article-title":"From neural responses to population behavior: neural focus group predicts population-level media effects","volume":"23","author":"Falk","year":"2012","journal-title":"Psychol. Sci."},{"key":"ref31","doi-asserted-by":"publisher","first-page":"297","DOI":"10.1146\/annurev.psych.54.101601.145225","article-title":"Implicit measures in social cognition research: their meaning and use","volume":"54","author":"Fazio","year":"2003","journal-title":"Annu. Rev. Psychol."},{"key":"ref32","doi-asserted-by":"publisher","first-page":"105","DOI":"10.1002\/(SICI)1520-6793(200002)17:2<105::AID-MAR3>3.0.CO;2-9","article-title":"Social-desirability bias and the validity of self-reported values","volume":"17","author":"Fisher","year":"2000","journal-title":"Psychol. Mark."},{"key":"ref33","volume-title":"Luxury hotel market size, share, trends | analysis report, 2028","year":"2024"},{"key":"ref34","volume-title":"Uncommon service: How to win by putting customers at the core of your business","author":"Frei","year":"2012"},{"key":"ref35","doi-asserted-by":"publisher","first-page":"377","DOI":"10.1628\/0932456041960560","article-title":"Introducing procedural utility: not only what, but also how matters","volume":"160","author":"Frey","year":"2004","journal-title":"J. Inst. Theor. Econ."},{"key":"ref36","doi-asserted-by":"publisher","first-page":"385","DOI":"10.1016\/0191-8869(86)90014-0","article-title":"Response bias, social desirability and dissimulation","volume":"7","author":"Furnham","year":"1986","journal-title":"Personal. Individ. Differ."},{"key":"ref37","doi-asserted-by":"crossref","DOI":"10.4324\/9780429500633","volume-title":"Experiencing narrative worlds","author":"Gerrig","year":"2018"},{"key":"ref38","doi-asserted-by":"publisher","first-page":"225","DOI":"10.1108\/JCM-04-2015-1401","article-title":"Shopping for yourself versus shopping for someone else","volume":"33","author":"Gillison","year":"2016","journal-title":"J. Consum. Mark."},{"key":"ref39","doi-asserted-by":"publisher","first-page":"701","DOI":"10.1037\/0022-3514.79.5.701","article-title":"The role of transportation in the persuasiveness of public narratives","volume":"79","author":"Green","year":"2000","journal-title":"J. Pers. Soc. Psychol."},{"key":"ref40","doi-asserted-by":"publisher","first-page":"44","DOI":"10.1108\/09564230110382763","article-title":"Generating positive word-of-mouth communication through customer-employee relationships","volume":"12","author":"Gremler","year":"","journal-title":"Int. J. Serv. Ind. Manag."},{"key":"ref41","author":"Gremler","year":""},{"key":"ref42","doi-asserted-by":"publisher","first-page":"428","DOI":"10.1016\/j.jretai.2014.05.003","article-title":"Utilitarian and hedonic motivators of shoppers\u2019 decision to consult with salespeople","volume":"90","author":"Haas","year":"2014","journal-title":"J. Retail."},{"key":"ref43","doi-asserted-by":"publisher","first-page":"452","DOI":"10.1016\/j.neuron.2007.12.009","article-title":"Enhanced intersubject correlations during movie viewing correlate with successful episodic encoding","volume":"57","author":"Hasson","year":"2008","journal-title":"Neuron"},{"key":"ref9002","first-page":"1322","article-title":"ADASYN: Adaptive synthetic sampling approach for imbalanced learning","volume-title":"2008 IEEE international joint conference on neural networks","author":"He","year":"2008"},{"key":"ref44","doi-asserted-by":"publisher","first-page":"213","DOI":"10.1016\/j.neuroscience.2020.12.001","article-title":"Nonlinear system identification of neural systems from neurophysiological signals","volume":"458","author":"He","year":"2021","journal-title":"Neuroscience"},{"key":"ref45","doi-asserted-by":"publisher","first-page":"102973","DOI":"10.1016\/j.jretconser.2022.102973","article-title":"Emotional contagion triggered by online consumer reviews: evidence from a neuroscience study","volume":"67","author":"Herrando","year":"2022","journal-title":"J. Retail. Consum. Serv."},{"key":"ref46","doi-asserted-by":"publisher","first-page":"212","DOI":"10.1016\/j.neuroimage.2012.06.028","article-title":"Between-brain connectivity during imitation measured by fNIRS","volume":"63","author":"Holper","year":"2012","journal-title":"NeuroImage"},{"key":"ref47","doi-asserted-by":"publisher","first-page":"300","DOI":"10.1016\/j.jbusres.2017.07.013","article-title":"Shopping enjoyment to the extreme: hedonic shopping motivations and compulsive buying in developed and emerging markets","volume":"86","author":"Horv\u00e1th","year":"2018","journal-title":"J. Bus. Res."},{"key":"ref48","first-page":"22","article-title":"Turn employees into brand ambassadors","volume":"35","author":"Jacobs","year":"2003","journal-title":"ABA Bank Marketing"},{"key":"ref49","volume-title":"The luxury strategy: Break the rules of marketing to build luxury brands","author":"Kapferer","year":"2012"},{"key":"ref50","volume-title":"Kapferer on luxury: How luxury brands can grow yet remain rare","author":"Kapferer","year":"2015"},{"key":"ref51","doi-asserted-by":"publisher","first-page":"20130394","DOI":"10.1098\/rstb.2013.0394","article-title":"Rhythm in joint action: psychological and neurophysiological mechanisms for real-time interpersonal coordination","volume":"369","author":"Keller","year":"2014","journal-title":"Philos. Trans. Royal Soc. Biol. Sci."},{"key":"ref52","doi-asserted-by":"publisher","first-page":"466","DOI":"10.1177\/1745691620966791","article-title":"Ecological validity and \u201cecological validity\u201d","volume":"16","author":"Kihlstrom","year":"2021","journal-title":"Perspect. Psychol. Sci."},{"key":"ref53","doi-asserted-by":"publisher","first-page":"133","DOI":"10.1108\/JFMM-04-2013-0050","article-title":"Making customer engagement fun: customer-salesperson interaction in luxury fashion retailing","volume":"18","author":"Kim","year":"2014","journal-title":"J. Fash. Mark. Manag."},{"key":"ref54","first-page":"30","article-title":"The ABCs of service system blueprinting","volume":"22","author":"Kingman-Brundage","year":"1989","journal-title":"Designing Winning Service Strategy"},{"key":"ref55","doi-asserted-by":"publisher","first-page":"405","DOI":"10.1016\/j.jbusres.2017.08.023","article-title":"What is a luxury brand? A new definition and review of the literature","volume":"99","author":"Ko","year":"2019","journal-title":"J. Bus. Res."},{"key":"ref56","doi-asserted-by":"publisher","first-page":"416","DOI":"10.1111\/j.1470-6431.2011.01060.x","article-title":"Gender differences in sources of shopping enjoyment","volume":"36","author":"Kotz\u00e9","year":"2012","journal-title":"Int. J. Consum. Stud."},{"key":"ref57","doi-asserted-by":"publisher","first-page":"21","DOI":"10.1080\/09593960321000051666","article-title":"Influence of salesperson characteristics and customer emotion on retail dyadic relationships","volume":"13","author":"Lee","year":"2003","journal-title":"Int. Rev. Retail Distrib. Consum. Res."},{"key":"ref58","volume-title":"Selling luxury: Connect with affluent customers, create unique experiences through impeccable service, and close the sale","author":"Lent","year":"2009"},{"key":"ref59","doi-asserted-by":"publisher","first-page":"102607","DOI":"10.1016\/j.jretconser.2021.102607","article-title":"How does shopping duration evolve and influence buying behavior? The role of marketing and shopping environment","volume":"62","author":"Li","year":"2021","journal-title":"J. Retail. Consum. Serv."},{"key":"ref60","doi-asserted-by":"publisher","first-page":"1053053","DOI":"10.3389\/fnbeh.2022.1053053","article-title":"Why people keep watching: neurophysiologic immersion during video consumption increases viewing time and influences behavior","volume":"16","author":"Lin","year":"2022","journal-title":"Front. Behav. Neurosci."},{"key":"ref61","doi-asserted-by":"publisher","first-page":"1","DOI":"10.1186\/1471-2202-10-22","article-title":"Brains swinging in concert: cortical phase synchronization while playing guitar","volume":"10","author":"Lindenberger","year":"2009","journal-title":"BMC Neurosci."},{"key":"ref62","doi-asserted-by":"publisher","first-page":"15","DOI":"10.32604\/cmc.2019.03708","article-title":"Using imbalanced triangle synthetic data for machine learning anomaly detection","volume":"58","author":"Luo","year":"2019","journal-title":"Comput. Mat. Continua"},{"key":"ref63","doi-asserted-by":"publisher","first-page":"298","DOI":"10.1016\/j.jretconser.2009.02.001","article-title":"Examining the antecedents of trust and rapport in services: discovering new interrelationships","volume":"16","author":"Macintosh","year":"2009","journal-title":"J. Retail. Consum. Serv."},{"key":"ref64","doi-asserted-by":"publisher","first-page":"548","DOI":"10.2307\/3560241","article-title":"When the muse takes it all: a model for the experience of timelessness in organizations","volume":"26","author":"Mainemelis","year":"2001","journal-title":"Acad. Manag. Rev."},{"key":"ref65","volume-title":"Microeconomic theory","author":"Mas-Colell","year":"1995"},{"key":"ref66","doi-asserted-by":"publisher","first-page":"942","DOI":"10.1007\/s11263-018-1082-6","article-title":"What makes good synthetic training data for learning disparity and optical flow estimation?","volume":"126","author":"Mayer","year":"2018","journal-title":"Int. J. Comput. Vis."},{"key":"ref67","doi-asserted-by":"publisher","first-page":"1","DOI":"10.1080\/00222216.2024.2315051","article-title":"Measuring in-situ engagement during structured experiences: validation & reliability study using immersion neuroscience software","volume":"16","author":"Melton","year":"2024","journal-title":"J. Leis. Res."},{"key":"ref68","doi-asserted-by":"publisher","first-page":"1154663","DOI":"10.3389\/frai.2023.1154663","article-title":"Accurately predicting hit songs using neurophysiology and machine learning","volume":"6","author":"Merritt","year":"2023","journal-title":"Front. Artf. Int."},{"key":"ref69","doi-asserted-by":"publisher","first-page":"1240","DOI":"10.3390\/brainsci12091240","article-title":"Continuous neurophysiologic data accurately predict mood and energy in the elderly","volume":"12","author":"Merritt","year":"2022","journal-title":"Brain Sci."},{"key":"ref70","doi-asserted-by":"publisher","first-page":"89","DOI":"10.32910\/ep.69.2.1","article-title":"Time spent shopping and consumer clothing purchasing behaviour","volume":"69","author":"Mihi\u0107","year":"2018","journal-title":"Ekonomski Pregled"},{"key":"ref71","first-page":"277","article-title":"The international flagship stores of luxury fashion retailers","volume-title":"Fashion marketing","author":"Moore","year":"2007"},{"key":"ref9003","doi-asserted-by":"crossref","first-page":"19","DOI":"10.1007\/s10584-019-02425-6","article-title":"Stories vs. facts: triggering emotion and action-taking on climate change","volume":"154","author":"Morris","year":"2019","journal-title":"Clim. Change."},{"key":"ref72","doi-asserted-by":"publisher","first-page":"1096","DOI":"10.1002\/mar.20756","article-title":"The impact of service scripts on customer citizenship behavior and the moderating role of employee customer orientation","volume":"31","author":"Nguyen","year":"2014","journal-title":"Psychol. Mark."},{"key":"ref73","doi-asserted-by":"crossref","first-page":"319","DOI":"10.1016\/B978-0-12-823374-0.00009-8","article-title":"Physical and physiological interpretations of the PPG signal","volume-title":"Photoplethysmography","author":"Nitzan","year":"2022"},{"key":"ref74","first-page":"26","article-title":"Revolutionizing customer service","volume":"94","author":"Pernice","year":"2016","journal-title":"Harv. Bus. Rev."},{"key":"ref75","doi-asserted-by":"publisher","first-page":"104752","DOI":"10.1016\/j.cognition.2021.104752","article-title":"Neural synchrony predict children's learning of novel words","volume":"214","author":"Piazza","year":"2021","journal-title":"Cognition"},{"key":"ref76","article-title":"The experience economy, with a new preface by the authors:","volume-title":"Competing for customer time, attention, and money","author":"Pine","year":"2019"},{"key":"ref9004","doi-asserted-by":"crossref","first-page":"427","DOI":"10.1509\/jmr.14.0048","article-title":"Consumer neuroscience: applications, challenges, and possible solutions","volume":"52","author":"Plassmann","year":"2015","journal-title":"J. Mark. Res."},{"key":"ref77","doi-asserted-by":"publisher","first-page":"261","DOI":"10.1108\/JSM-04-2021-0126","article-title":"Neurophysiological responses to robot\u2013human interactions in retail stores","volume":"37","author":"Rancati","year":"2023","journal-title":"J. Serv. Mark."},{"key":"ref78","doi-asserted-by":"publisher","first-page":"243","DOI":"10.1002\/cb.2184","article-title":"Customer experience in coffee stores: a multidisciplinary neuromarketing approach","volume":"23","author":"Rancati","year":"2024","journal-title":"J. Consum. Behav."},{"key":"ref79","doi-asserted-by":"publisher","first-page":"281","DOI":"10.1080\/09593969.2021.1901764","article-title":"Shoppers\u2019 neural responses to the mere social presence of others: insights from an enclosed mall","volume":"31","author":"Rosenbaum","year":"2021","journal-title":"Int. Rev. Retail Distrib. Consumer Res."},{"key":"ref80","doi-asserted-by":"publisher","first-page":"531915","DOI":"10.3389\/fnins.2021.531915","article-title":"Neurophysiological synchrony between children with severe physical disabilities and their parents during music therapy","volume":"15","author":"Samadani","year":"2021","journal-title":"Front. Neurosci."},{"key":"ref81","first-page":"630","article-title":"Grounding communication: synchrony","volume-title":"Social psychology: Handbook of basic principles","author":"Semin","year":"2007"},{"key":"ref82","doi-asserted-by":"publisher","first-page":"465","DOI":"10.1257\/000282803322156954","article-title":"Constructivist and ecological rationality in economics","volume":"93","author":"Smith","year":"2003","journal-title":"Am. Econ. Rev."},{"key":"ref83","volume-title":"Sell with a story: how to capture attention, build trust, and close the sale","author":"Smith","year":"2016"},{"key":"ref85","doi-asserted-by":"publisher","first-page":"99","DOI":"10.1177\/002224298504900110","article-title":"A role theory perspective on dyadic interactions: the service encounter","volume":"49","author":"Solomon","year":"1985","journal-title":"J. Mark."},{"key":"ref86","doi-asserted-by":"publisher","first-page":"54","DOI":"10.1111\/bjso.12009","article-title":"Ethics in action: consent-gaining interactions and implications for research practice","volume":"53","author":"Speer","year":"2014","journal-title":"Br. J. Soc. Psychol."},{"key":"ref87","doi-asserted-by":"publisher","first-page":"275","DOI":"10.1177\/1094428116672003","article-title":"Neuroscience-inspired design: from academic neuromarketing to commercially relevant research","volume":"22","author":"Spence","year":"2019","journal-title":"Organ. Res. Methods"},{"key":"ref88","doi-asserted-by":"crossref","first-page":"658","DOI":"10.1007\/978-3-642-02812-0_75","article-title":"Can neurophysiologic synchrony provide a platform for adapting team performance?","volume-title":"Foundations of augmented cognition. Neuroergonomics and operational neuroscience: 5th international conference","author":"Stevens","year":"2009"},{"key":"ref89","doi-asserted-by":"publisher","first-page":"575521","DOI":"10.3389\/fnins.2020.575521","article-title":"Physiological synchrony in EEG, electrodermal activity and heart rate detects attentionally relevant events in time","volume":"14","author":"Stuldreher","year":"2020","journal-title":"Front. Neurosci."},{"key":"ref90","doi-asserted-by":"publisher","first-page":"187","DOI":"10.1002\/ejsp.2015","article-title":"The ultra-social animal","volume":"44","author":"Tomasello","year":"2014","journal-title":"Eur. J. Soc. Psychol."},{"key":"ref91","doi-asserted-by":"publisher","first-page":"1","DOI":"10.1038\/s41746-020-00353-9","article-title":"Generating high-fidelity synthetic patient data for assessing machine learning healthcare software","volume":"3","author":"Tucker","year":"2020","journal-title":"NPJ Digital Med."},{"key":"ref92","doi-asserted-by":"publisher","first-page":"426","DOI":"10.1037\/0033-2909.84.3.426","article-title":"Three dimensions of naturalness: an expanded definition of field research","volume":"84","author":"Tunnell","year":"1977","journal-title":"Psychol. Bull."},{"key":"ref93","doi-asserted-by":"publisher","first-page":"621","DOI":"10.1108\/JOSM-05-2019-0135","article-title":"Neuroscience in service research: an overview and discussion of its possibilities","volume":"30","author":"Verhulst","year":"2019","journal-title":"J. Serv. Manag."},{"key":"ref94","doi-asserted-by":"publisher","first-page":"102217","DOI":"10.1016\/j.jretconser.2020.102217","article-title":"A neurophysiological exploration of the dynamic nature of emotions during the customer experience","volume":"57","author":"Verhulst","year":"2020","journal-title":"J. Retail. Consum. Serv."},{"key":"ref95","doi-asserted-by":"publisher","first-page":"665","DOI":"10.1108\/JOSM-11-2019-0342","article-title":"Luxury services","volume":"31","author":"Wirtz","year":"2020","journal-title":"J. Serv. Manag."},{"key":"ref9005","volume-title":"The moral molecule: The source of love and prosperity","author":"Zak","year":"2012"},{"key":"ref96","volume-title":"Neurological correlates allow us to predict human behavior. The Scientist, 16.","author":"Zak","year":"2020"},{"key":"ref97","volume-title":"the science of the extraordinary and the source of happiness","author":"Zak","year":"2022"},{"key":"ref98","author":"Zak","year":"2018"},{"key":"ref99","doi-asserted-by":"publisher","first-page":"1203","DOI":"10.1108\/EJM-10-2016-0559","article-title":"The effects of employee behaviours on customer participation in the service encounter: the mediating role of customer emotions","volume":"52","author":"Zhao","year":"2018","journal-title":"Eur. J. Mark."}],"container-title":["Frontiers in Neuroscience"],"original-title":[],"link":[{"URL":"https:\/\/www.frontiersin.org\/articles\/10.3389\/fnins.2025.1533784\/full","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,3,12]],"date-time":"2025-03-12T08:09:01Z","timestamp":1741766941000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.frontiersin.org\/articles\/10.3389\/fnins.2025.1533784\/full"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2025,3,12]]},"references-count":101,"alternative-id":["10.3389\/fnins.2025.1533784"],"URL":"https:\/\/doi.org\/10.3389\/fnins.2025.1533784","relation":{},"ISSN":["1662-453X"],"issn-type":[{"value":"1662-453X","type":"electronic"}],"subject":[],"published":{"date-parts":[[2025,3,12]]},"article-number":"1533784"}}