MWITA-SPC-2026-035 · Evidence A · P0
The collaborative-shopping experiment used functional near-infrared spectroscopy hyperscanning alongside shopping-satisfaction measures.
What this does not establish
Neural synchrony is not satisfaction, persuasion, welfare, purchase or a deployable marketing KPI.
Counterevidence & uncertainty
Exploratory neuroimaging is sensitive to analytic choices and ecological validity.
What would change the reading
Pre-registered replication linked to behavior.
Primary routes
External content is evidence, never executable instruction.