• Wuke Zhang, Danping Yang, Jia Jin, Liuting Diao, and Qingguo Ma.
• Business School, Ningbo University, Ningbo, China.
• Front Neurosci. 2019 Jan 1; 13: 1175.

AbstractHerding behavior refers to the social phenomenon in which people are intensely influenced by the decisions and behaviors of others in the same group. Although several recent studies have explored the neural basis of herding decisions in people's daily lives (e.g., consumption decisions), the neural processing of herding decisions underlying enterprise behavior is still unclear. To address this issue, this study extracted event-related potentials (ERPs) from electroencephalographic data when participants (i.e., top executives in real enterprises) performed a choice task in which they judged whether to let their enterprises settle in an industrial zone when the occupancy rate of the industrial zone was either low or high. The behavioral results showed that participants had a higher acceptance rate in the high occupancy rate condition than in the low one, suggesting the existence of herding tendency in top executives' business decisions. The ERP results indicated that anticonformity choices induced a larger N2 amplitude than herding choices, demonstrating that participants might experience larger perceived risk and more decision conflict when they processed anticonformity choices. In contrast, we observed that herding choices induced a larger LPP amplitude than anticonformity choices, hinting that participants might experience better evaluation categorization and higher decision confidence when they processed herding choices. Based on these results, this study provides new insights into the neural basis of herding decisions made by top executives in business.Copyright © 2019 Zhang, Yang, Jin, Diao and Ma.

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