Punishment has been proposed as being central to two distinctively human phenomena: cooperation in groups and morality. Here we investigate moralistic punishment, a behavior designed to inflict costs on another individual in response to a perceived moral violation. There is currently no consensus on which evolutionary model best accounts for this phenomenon in humans. Models that turn on indivi...

An experiment tested the hypothesis that a communication will be more persuasive when the audience thinks the communicator felt similar to the audience he addressed than when the audience thinks the communicator felt dissimilar to those he addressed. College women read the same communication with varying introductions. Some were informed that the communicator was a musician and those in the aud...

User profiles constructed on Social Web platforms are often motivated by the need to maximise user reputation within a community. Subscriber, or follower, counts are an indicator of the influence and standing that the user has, where greater values indicate a greater perception or regard for what the user has to say or share. However, at present there lacks an understanding of the factors that ...

This chapter introduces the fundamentals of audience intelligence’s important aspects. The goal is to present what are related to audience intelligence, how online audience intelligence could be done, and some representative methods. In this chapter, the author will first address the fundamentals of the audience intelligence, including the brief introduction of the online ad eco-system, the rel...

The study of social identity and crowd psychology looks at how and why individual people change their behaviour in response to others. Within a group, a new behaviour can emerge first in a few individuals before it spreads rapidly to all other members. A number of mathematical models have been hypothesized to describe these social contagion phenomena, but these models remain largely untested ag...