Source: Julian Wills & Jay Van Bavel—New York University
Social psychologists and personality psychologists both attempt to predict human behavior, but they focus on very different factors. Whereas personality psychologists focus on how personality traits, character, and individual differences affect behavior, social psychologists focus primarily on the power of social situations in shaping behavior.
We often underestimate the role that social situations can play in determining...

Transcranial direct current stimulation (tDCS) is an established technique to modulate cortical excitability1,2. It has been used as an investigative tool in neuroscience due to its effects on cortical plasticity, easy operation, and safe profile. One area that tDCS has been showing encouraging results is pain alleviation...

Non-invasive electrical brain stimulation can modulate cortical function and behavior, both for research and clinical purposes. This protocol describes different brain stimulation approaches for modulation of the human motor...

The concept of a buying situation is central to understanding consumer behavior in marketing. A buying situation refers to the specific context in which a consumer is making a purchasing decision. It encompasses factors such as the level of buyer involvement, the complexity of the decision, and the buyer's familiarity with the product or service. There are typically three categories of buying situations: new-task buying, modified rebuy, and straight rebuy.
New-Task Buying occurs when a...

A puncture wound procedure for hemostatic thrombus formation is presented here. The formed thrombi are large and are hundreds of microns in diameter. Hence, volume imaging approaches are appropriate. We suggest montaged wide-area transmission electron microscopy as a high-resolution approach available to many and detail a preparative protocol.

The present article reviews an eye-tracking methodology for studies on language comprehension. To obtain reliable data, key steps of the protocol must be followed. Among these are the correct set-up of the eye tracker (e.g., ensuring good quality of the eye and head images) and accurate...