场认知方式对心理旋转影响的实验研究

采用2个2 × 2×6三因素混合设计实验,以图形和数字为实验材料,探讨能反应个体能力水平差异的场认知方式对心理旋转的影响.两个实验结果均表明(1)场认知方式的主效应显著,场独立性的被试比场依存性的被试反应时短,且正确率高;两类被试的反应时、正确率曲线具有一致的变化趋势;(2)图形和数字的心理旋转反应时呈倒"V"形状,反应时随着旋转角度的增加而增加,180°时反应时最长,以180°为界,曲线两侧的变化趋势对称;(3)正确率随着旋转角度的增加而降低,呈现"V"状,180°时正确率最低,曲线两侧的变化趋势对称.     

卷入影响广告理性诉求信息加工效果的眼动研究

使用眼动技术,考察了卷入的两方面（个人卷入与产品卷入）共同对广告理性诉求信息加工效果的影响。研究发现：（1）随着个人卷入或产品卷入度的提高,被试获得的广告信息显著增加。（2）仅在产品卷入度高时,强说服证据理性诉求广告的品牌信息所获得的加工深度才明显优于弱说服证据者;同时,只有当个人卷入度高时,产品卷入度高的商品信息所获得的加工才明显比产品卷入度低者更为精细。这说明,广告理性诉求方式可能主要适宜于宣传产品卷入度高的商品,且只有当个人卷入度高时才可能更为有效     

干扰材料的熟悉性和认知方式对语篇阅读的影响

采用熟悉词和不熟悉词为干扰材料,考察了干扰材料的熟悉性对语篇阅读的影响.实验第一阶段要求不同认知方式被试朗读插入熟悉度不同干扰材料的短文,考查被试的阅读效率;第二阶段采用学习—自由回忆任务考查不同提示条件下在短文中使用过的干扰词和新词的学习效果.结果发现:(1)对场独立者而言,熟悉词的干扰作用明显大于不熟悉词,而对场依存者而言,熟悉词和不熟悉词的干扰作用无差异;(2)在提示条件下,被试对干扰词的回忆量大于对新词的回忆量.研究结果表明,在语篇阅读过程中,与场依存者相比,熟悉的干扰材料对场独立者的影响更大;熟悉词比不熟悉词产生更大干扰的原因可能是由于其激活了读者更多的经验,而非具有加工的优势.     

产品卷入度与网络语言态度对网络语言广告说服效果的影响

以在校大学生为被试,探讨网络语言嵌入对广告效果的影响,分别测量产品卷入度和语言态度的调节作用。结果表明：(1)对于高卷入度产品,广告中嵌入网络语言与否对广告的说服效果并无显著影响;对于低卷入度产品,广告中嵌入网络语言的广告态度和产品态度均值均高于标准汉语广告,但对购买意愿无显著影响;(2)对于低卷入度产品,在积极的网络语言态度下,嵌入网络语言组被试的广告态度、产品态度和购买意愿的均值均高于标准汉语广告;而在消极的网络语言态度下,广告中嵌入网络语言的广告态度和产品态度均值均低于标准汉语广告,但对购买意愿无显著影响。     

强势品牌广告竞争的溢出效应

本研究探讨同一品类两个强势品牌广告竞争对弱势品牌产生的影响, 研究尝试将广告重复、广告长度作为操控广告竞争强度的具体手段, 运用感知到的广告竞争水平来表示广告竞争强度。研究结果表明, 同一品类两个品牌同时进行广告重复的水平不同, 可以导致被试感知到的广告竞争水平有显著差异, 广告重复次数越多, 被试感知到的广告竞争强度越高, 广告长度对感知到的广告竞争作用不显著。研究同时发现：随着两个强势品牌广告竞争强度的提高, 消费者对弱势品牌的品牌态度降低, 这表明强势品牌广告竞争对弱势品牌具有溢出效应。另外, 研究还发现产品涉入度和产品属性相似性对强势品牌广告竞争的溢出效应具有调节作用, 涉入度低的产品和属性相似性高的产品溢出效应更大。本研究丰富了溢出效应理论, 增加了溢出效应类别, 同时对同一品类内部的广告实践具有重要的指导意义。     

不同认知方式与标记利用意向对文章标记效应的影响

本文探讨读者不同认知方式与标记利用意向对文章标记效应影响的实验。实验以初中二年级学生为被试。结果表明 ,文章标记利用的意向对场独立和场依存被试文章信息的保持都有显著的促进作用 ;文章宏观标记与读者的认知方式有显著的交互作用 ,在有文章宏观标记条件下 ,场独立被试与场依存被试之间无显著差异 ,在无宏观标记条件下 ,场独立被试显著优于场依存被试     

广告诉求形式对产品反馈的影响作用:基于眼动的证据

研究采用心理研究领域中较先进的眼动追踪技术,对被试观看广告时的眼动过程进行了记录和分析,考察图片与文字两种诉求形式在影响产品反馈过程中的作用。研究发现:个体对不同类型产品的注意力受诉求形式和广告扩散方式的共同影响;对于功能型产品,以文字为诉求形式的广告可以显著增加个体的注视次数和注视时间,提高产品的认知程度;对于享乐型产品,以图片为诉求形式的心理模拟式广告可以显著增加个体对广告的注视次数和注视时间,提高产品的好感度。本文的研究结论对企业进行产品的广告策划具有指导意义。     

场依存性对边界扩展效应的影响

采用2×2混合设计,考察了场依存性及背景因素对边界扩展效应的影响。结果表明：场依存被试比场独立被试表现出更显著的边界扩展效应。与同类研究的结果不同,本研究发现被试在大背景条件下学习图片后也出现边界扩展效应。     

认知负荷对网页广告加工过程的影响

利用眼动记录技术,以33名大学生为被试,探讨了认知负荷对网页广告加工过程的影响。结果发现：（1）不同认知负荷水平下被试对网页广告的再认率存在显著差异,低认知负荷条件下的再认率较高,高认知负荷条件下的再认率较低;（2）与高认知负荷条件相比,被试在低认知负荷条件下对网页广告的注视次数更多,凝视时间更长。实验表明,认知负荷影响网页广告的加工过程。     

传统媒体上强势品牌广告竞争溢出效应的作用机制及分布规律

由于产品之间存在相互关联性, 一个企业的广告不仅会对本企业产品的市场需求产生促进作用, 而且对其它企业产品的市场需求也会产生一定影响, 这种影响被称为广告的溢出效应。以往研究发现, 强势品牌广告竞争对弱势品牌具有溢出效应, 但该研究仅验证了溢出效应存在, 并未对其作用机制进行深入挖掘。通过实验方法探讨强势品牌广告竞争对弱势品牌的溢出效应的作用机制及边界条件是当务之急, 实验一探讨强势品牌广告竞争对弱势品牌溢出效应的作用机制, 主要包括探讨中介变量和调节变量两个方面的问题。中介变量包括消费者对强势品牌的涉入度、感知产品质量、行业市场份额变化三个变量, 调节变量包括消费者广告态度、消费者任务导向、产品生命周期、产品同质性四个变量。实验二探讨强势品牌广告竞争对弱势品牌的溢出效应的整体分布规律, 包括产品成长期和成熟期两个时期的溢出效应分布规律。研究将揭示强势品牌广告竞争的作用机制和整体分布规律, 有利于丰富溢出效应理论和广告效果理论。     

Persuasion by a Single Route: A View From the Unimodel

Major current notions of persuasion depict it as attainable via 2 qualitatively distinct routes: (a) a central or a systematic route in which opinions and attitudes are based on carefully processed arguments in the persuasive message and (b) a peripheral or heuristic route in which they are based on briefly considered heuristics or cues, exogenous to the message. This article offers a single-route reconceptualization that treats these dual routes to persuasion as involving functionally equivalent types of evidence from which persuasive conclusions may be drawn. Previous findings in the dual-process literature are reconsidered in light of this "unimodel," and novel data are presented consistent with its assumptions. Beyond its parsimony and integrative potential, the unimodel offers conceptual, empirical, and practical advantages in the persuasion domain.     

Word‐of‐mouth information processing routes: The mediating role of message and source characteristics

This study investigates word‐of‐mouth (WOM) information processing routes from active WOM seeking behaviour. Employing the elaboration likelihood model (ELM), the direct and indirect effects of factors within information processing routes are examined in a credence service context. A deeper exploration of the causal chains of each route was conducted using serial mediation models of message quality and source characteristics. Data were collected in the higher education context from a survey of 509 high school students applying for tertiary study. Findings indicate that active WOM seeking and the serial mediation effects elicit two routes of information processing: central and peripheral. This study is amongst the first to intensively reveal the underlying causal chains of WOM processing and supports the application of ELM theory in WOM research.     

Turn right or turn left? Heuristic of adhering to the direction of destination

It has been found that humans not only tend to avoid the middle routes and prefer the peripheral routes among multiple choices, but also rely on the ‘initial segment strategy’ to select the route. In this paper, we propose a new heuristic which humans apply during route selection: Participants prefer the route whose initial direction lies in the direction of their final destination, while avoiding the route whose initial direction does not. Four maps were designed. The pathways, on different maps, constituted a parallelogram, a rectangle and a square. Pedestrians were instructed to select a route from an origin to a destination on one of the maps. The results confirm the application of the newly proposed heuristic. Other possible factors, such as handedness, route angles and occurrence of turns were excluded. Moreover, the heuristics of deferring decision and relying on initial straightness are not supported. Copyright © 2010 John Wiley & Sons, Ltd.     

Predictors of decision-making style among cancer patients: An empirical test of theory

Abstract

Patient decision-making has been shown to be far from data-driven which results in serious consequences for physical health and psychological well-being. Cancer patients were found to have made their medical decisions in four ways: information-seeking, information-processing, advice-following, and ruminating. These four ways represent two routes of cognitive processing. The first two exemplify central route processing and the second two exemplify peripheral route processing. Medical decisions have also been shown to be highly influencable based on message presentation. This study represents the first step in applying social influence theory to medical decision-making. The elaboration likelihood model was used to determine whether the variables shown to have influenced routes of processing could predict which decisional style the cancer patients used. Specifically, the elaboration likelihood model of Petty and Cacioppo (1986) was applied as predictors of decisional processing style. Using a discriminant function analysis, the variables motivation (both cognitive and emotional), ability to process, and cognitive responding predicted whether cancer patients made their medical decisions using the four categories of decisional styles.     

Encoding details: Positive emotion leads to memory broadening

In the current experiment we tested the hypothesis that unlike negative arousal, which leads to memory narrowing effects whereby an increase in memory for the central details is accompanied by a decrease in memory for the peripheral details, positive arousing events might lead to a memory broadening effect such that positive arousal would increase memory for both central and peripheral details. This was assessed by testing recognition for central and peripheral details of pictures that were selected to vary in a continuous manner across a wide range of arousal for both positive and negative items. The results indicated that increases in both positive and negative stimulus arousal levels led to gradual increases in memory for the central aspects of the photos. In contrast, negative arousal first increased then decreased memory for peripheral detail as arousal levels increased, whereas positive arousal led to a continuous increase in memory for peripheral details. Thus, arousing negative materials lead to memory narrowing, whereas arousing positive materials can lead to memory broadening.     

Encoding details: positive emotion leads to memory broadening

In the current experiment we tested the hypothesis that unlike negative arousal, which leads to memory narrowing effects whereby an increase in memory for the central details is accompanied by a decrease in memory for the peripheral details, positive arousing events might lead to a memory broadening effect such that positive arousal would increase memory for both central and peripheral details. This was assessed by testing recognition for central and peripheral details of pictures that were selected to vary in a continuous manner across a wide range of arousal for both positive and negative items. The results indicated that increases in both positive and negative stimulus arousal levels led to gradual increases in memory for the central aspects of the photos. In contrast, negative arousal first increased then decreased memory for peripheral detail as arousal levels increased, whereas positive arousal led to a continuous increase in memory for peripheral details. Thus, arousing negative materials lead to memory narrowing, whereas arousing positive materials can lead to memory broadening.     

在线评论数量和质量对网络购物意愿的影响:认知需要的调节作用

为探讨在线评论数量和质量以及认知需要对个体网络购物意愿的影响及其作用机制。以320名有网购经历的在校大学生为被试,采用2(在线评论质量:高vs.低)×2(在线评论数量:多vs.少)×2(认知需要水平:高vs.低)的实验设计。结果发现:(1)在线评论质量和数量对网络购物意愿都有着积极影响;(2)在线评论质量和数量对网络购物意愿的影响会受到认知需要的调节,即在线评论数量和质量对不同认知需要水平个体的影响不同:低认知需要个体会受到在线评论数量的影响,而高认知需要的个体则会受到在线评论质量的影响。研究结果深化了在线评论对网络购物购买决策影响的研究。     

Objects do not aid inhibition of return in crossing the vertical meridian

Location-based cuing experiments have shown that inhibition of return (IOR) spreads beyond a cued location but appears to be confined to the cued hemifield by the vertical meridian. Previous studies have also shown that IOR can spread across objects and here we investigate whether an object can be used to mediate the spreading of IOR into the opposite hemifield. Two experiments used a rectangular object that surrounded four target locations, two to the left and right of a central fixation point. The spreading of IOR in the presence of the object was determined and compared with a condition where the object-frame was absent. Object-present and object-absent trials were either mixed within a block (Experiment 1) or divided into separate blocks (Experiment 2). Both experiments revealed robust inhibition in the cued but not the uncued hemifield, further demonstrating the hemifield-based spreading of IOR.     

艾滋病传播的调查与质性研究——以一个西北少数民族聚居地区为例

运用民族学学科“田野调查”的方法,展开对甘肃省LX州的一个西北少数民族聚居镇——A镇,艾滋病传播的实证研究。论文首先探讨了A镇艾滋病传播的背景与途径;试图从这些访谈实例中,探讨这些艾滋病病毒感染者HIV和艾滋病病人AIDS及其家属面对艾滋病传播的不同文化适应,总结与概括A镇艾滋病传播与社会、文化、经济等因素之间的内在关联与影响。