基于人性本真性的拟人化广告的负面情绪与态度——愧疚感的中介作用

通常来说,商业活动中的拟人化设计可以起到增加亲切感、提升产品评价和增加购买意愿作用。然而,产品广告中不恰当的拟人化设计所引发的负面情绪和态度却很少受到学术界和实践界的关注。本文以食物广告的拟人化设计为研究背景,发现广告中对食用对象进行不恰当的拟人化设计会让人产生愧疚感,进而对广告态度产生负面态度。更进一步,本文表明这种负面效应只发生在感知该拟人化对象的人性本真性高的情况。当消费者不相信拟人化对象真的会拥有人性(本真性低)时,拟人化广告并不会给人们带来明显的负面情绪和态度。     

Perceived brand authenticity: Examining the effects of inferred dedication and anticipated quality on consumers' purchase intentions and actual choices

This research investigates both the downstream effect of perceived brand authenticity on consumers' actual, consequential choice and the important role of inferred brand dedication in the relationship between perceived brand authenticity, anticipated quality, and purchase intentions. We also investigate the interactive effect of two source-related factors—intrinsic motivation and congruity—on consumers' brand authenticity perceptions. We present findings from three studies using different product categories (utilitarian/consumable: hand sanitizer; hedonic/consumable: chocolate; hedonic/non-consumable: sunglasses). Study 1 shows that consumers use information regarding the intrinsic motivation of those behind the brand and congruity between the brand's actions and what it represents to consumers when forming brand authenticity perceptions and that intrinsic motivation and congruity interact to increase authenticity perceptions. We anticipate that consumers' positivity toward brands perceived as authentic will extend to actual choice through anticipated quality. Study 2 demonstrates that consumers choose authentic brands over inauthentic brands above what chance would dictate and anticipated quality can forecast this choice. Next, we extend our collective process knowledge by exploring an underlying reason why consumers anticipate that brands presented through marketing communications as authentic will have higher quality. We suggest that when managers present brands as authentic, consumers infer greater dedication of those behind the brand and inferred dedication influences anticipated product quality. Study 3 provides support and uncovers a serial mediation process, highlighting the importance of inferred dedication. Specifically, perceived brand authenticity increases consumers' brand dedication inferences, which in turn increases anticipated product quality, and ultimately purchase intentions.     

Emotional valence and the functions

Differences between positive and negative autobiographical memories are often explained with reference to hypothesized evolutionary functions. Generally, it has been proposed that autobiographical memory serves directive, self-, and social functions. However, the relationship between emotional valence and the three functions has never been studied. In Study 1, participants generated memories that mapped onto each of the three functions. Directive memories were dominated by negative emotion, whereas self- and social memories were dominated by positive emotion. In Study 2, participants generated their most positive and most negative memories, as well as their most frequent involuntary and most vivid flashbulb memories, and the three functions were measured through rating-scale questions. The directive function had the lowest ratings across all memory classes, but, consistent with the results of Study 1, positive memories were rated higher on the self- and social functions, whereas negative memories were rated higher on the directive function.     

Employing autobiographical memory perspective to influence self‐congruence and brand preference

This paper advances our understanding of consumer behavior by examining the influence of autobiographical memory perspective on consumer's self‐congruence. While extant research has primarily restricted itself to the consequences of self‐congruence, this work focuses on an antecedent, by examining the psychological processes associated with the consumer's autobiographical memory perspective and the resulting impact on self‐congruence. Through three experiments, we demonstrate that visualizing autobiographical memories from a first‐person versus a third‐person perspective impacts consumers' self‐brand congruence differently under varied circumstances. Specifically, differing degrees of self‐brand congruence are experienced when consumers focus on differences (vs. similarities) between their present and recalled selves, combined with distinct autobiographical memory perspectives. The autobiographical memory perspective is identified as a key determinant of consumers' perceived change in self‐image, which, in turn, has a cascading effect on their self‐brand congruence. Thus, consumers' perceived change in self‐image is identified as the mechanism underlying the main effect. Furthermore, as an important component of self‐image, this research determines and examines a moderating influence of self‐esteem in the relationship between autobiographical memory perspective and self‐congruence. Collectively, these results facilitate our understanding of the autobiographical memory perspective as an antecedent of consumer's self‐congruence, with implications for nostalgia advertising and retro branding.     

Keeping It Real: How Perceived Brand Authenticity Affects Product Perceptions

This article examines the effects of firm motivation (an intrinsic or extrinsic interest in their product) on perceptions of brand authenticity and anticipated product quality. Specifically, studies 1 and 2 show that an intrinsic motivation increases authenticity perceptions which, in turn, increase perceived product quality, even for negatively regarded products. Studies 3a and 3b demonstrate that motivation affects perceived product quality (through perceived authenticity) by influencing deliberate attribute‐level inferences consumers make about the product, and Study 4 demonstrates that the positive effect of intrinsic motivation (through authenticity) disappears in the presence of objective product attribute information, when such inferences are no longer necessary. These findings suggest that authenticity perceptions are malleable, and they shed light on the mechanism through which brand authenticity leads consumers to anticipate that a brand's products will be higher in quality.     

Functional neuroimaging of autobiographical memory

Functional neuroimaging studies of autobiographical memory have grown dramatically in recent years. These studies are important because they can investigate the neural correlates of processes that are difficult to study using laboratory stimuli, including: (i) complex constructive processes, (ii) recollective qualities of emotion and vividness, and (iii) remote memory retrieval. Constructing autobiographical memories involves search, monitoring and self-referential processes that are associated with activity in separable prefrontal regions. The contributions of emotion and vividness have been linked to the amygdala and visual cortex respectively. Finally, there is evidence that recent and remote autobiographical memories might activate the hippocampus equally, which has implications for memory-consolidation theories. The rapid development of innovative methods for eliciting personal memories in the scanner provides the opportunity to delve into the functional neuroanatomy of our personal past.     

Consequences of specific processing of emotional information: Impact of general versus specific autobiographical memory priming on emotion elicitation

The relation between emotion intensity and the voluntary activation of personal memories was investigated in 2 experiments. Two hypotheses were compared: the specificity hypothesis, which states that emotion intensity is positively related to the specificity of personal memories, and the strategic inhibition hypothesis, which postulates that specifying past experiences requires the inhibition of emotion. Study 1 showed that priming a specific (vs. overgeneral) access mode to autobiographical memory results in less emotion during a subsequent mental imagery trial. Study 2 replicated Study 1 with a wider array of emotions and a different method of emotion induction (films). Overall, results support the strategic inhibition hypothesis. The notion of specificity is discussed as well as implications for cognitive theories of emotion and their clinical applications.     

Retrieval effort or intention: Which is more important for participants’ classification of involuntary and voluntary memories?

Theories of autobiographical memory distinguish between involuntary and voluntary memories. While involuntary memories are retrieved with no conscious intention and are therefore unexpected, voluntary memories are both intended and expected. Recent research has shown that participants sometimes classify their memories as either involuntary or voluntary based on retrieval effort instead of intention. These findings question whether intention really is the defining difference between these two types of retrieval or whether retrieval effort is also an important determinant. In two experimental studies, we investigated the extent to which participants rely on retrieval effort while classifying their memories as involuntary or voluntary. We created experimental conditions that maximize the probability of one type of retrieval while minimizing the probability of another type. Participants reported autobiographical memories in each condition while the programme registered their retrieval time. They then classified their memories as either voluntary or involuntary and rated all memories on perceived retrieval effort. This gave us four categories of memories: experimentally defined voluntary and involuntary memories with an objective measure of effort (retrieval time) and subjectively classified involuntary and voluntary memories with a subjective measure of effort. This allowed us to investigate the relative contribution of intention and effort to involuntary and voluntary memories. We replicated and extended previous findings by showing that the majority of memories were classified as involuntary independently of whether they were retrieved in the experimentally defined voluntary or involuntary condition. This could indicate that subjective effort is more important than intention for the involuntary–voluntary distinction in contrast with existing theories. We discuss theoretical and methodological implications of this finding.     

Positive memory enhancement training for individuals with major depressive disorder

When in a negative mood state, individuals with major depressive disorder (MDD) may have difficulties recalling positive autobiographical memories in a manner that repairs that negative mood. Using cognitive bias modification techniques, investigators have successfully altered different aspects of cognition among individuals with MDD. However, little has been done to investigate the modification of positive autobiographical memory recall. This study examined the impact of a novel positive memory enhancement training (PMET) on the memories and subjective affective experiences of individuals with MDD (N = 27). Across a series of trials, participants first recalled a sad memory to elicit a negative mood state. They then recalled a happy memory and completed procedures to elicit a vivid, here-and-now quality of the memory. PMET procedures were hypothesized to promote mood repair via the recall of increasingly vivid and specific positive memories. PMET participants demonstrated improved memory specificity and greater perceived ability to “relive” positive memories. The procedures also repaired mood; PMET participants’ affect following recall of positive memories did not differ from control participants’ affect following recall of neutral memories. Results provide preliminary support for PMET as a method to improve the quality of positive memories and facilitate emotion regulation in MDD.     

Effect of self-discrepancy on specificity of autobiographical memory retrieval

Research using a cue word paradigm has consistently shown that depression, in both adults and adolescents, is associated with difficulties in retrieving specific autobiographical memories. Inspired by previous work stating that depressed feelings are related to a perceived discrepancy between attributes of the actual and the ideal self, the present study aimed to investigate the hypothesis that cues bringing discrepancies between the actual and ideal selves to the foreground might promote or facilitate the recall of overgeneral (instead of specific) autobiographical memories. In two studies adolescents provided autobiographical memories in response to 10 high-discrepant and 10 low-discrepant words. As predicted, results in both studies showed an effect of cue word discrepancy on the specificity of autobiographical memories such that participants retrieved a smaller proportion of specific and a greater proportion of overgeneral memories in response to high-discrepant words as compared to low-discrepant words. The findings are discussed in terms of the self-memory system (SMS) as a conceptual framework of autobiographical memory (Conway & Pleydell-Pearce, 2000).     

Effects of handedness and saccadic bilateral eye movements on components of autobiographical recollection

The effects of handedness and saccadic bilateral eye movements on autobiographical recollection were investigated. Recall of autobiographical memories was cued by the use of neutral and emotional words. Autobiographical recollection was assessed by the autobiographical memory questionnaire. Experiment 1 found that mixed-handed (vs. right handed) individuals demonstrated greater levels of autobiographical recollection on the components of seeing, hearing, and emotion. Experiment 2 found that following 30 s of bilateral eye movements, greater levels of autobiographical recollection were demonstrated on the components of reliving, seeing, hearing, emotion, self-perspective and veridicality. The results extend previous research by showing that the recollective components of real world memories can be enhanced by either mixed-handedness or eye movements. In addition, these results provide a bridge between laboratory studies of recollection and autobiographical recollection. The findings are considered in terms of research on the cognitive neuroscience of autobiographical memory.     

Narrative perspective shift at retrieval: The psychological-distance-mediated-effect on emotional intensity of positive and negative autobiographical memory

The present study manipulated participants’ narrative perspectives (1st-personal pronoun “I” and 3rd-personal pronoun “He/She”) to vary their field and observer visual perspectives that they took to retrieve autobiographical events and examine how the shifts in narrative perspective could influence the self-rated emotional intensity of autobiographical memory. Results showed that when narrative perspectives effectively shifted participants’ visual perspectives from field to observer, they felt attenuated emotional intensities of positive and negative autobiographical memories. However, this did not occur when narrative perspectives effectively shifted the visual perspectives from observer to field. Multiple mediator models further showed that the changes in psychological distance and imagery vividness (a distance-related construct) of autobiographical memory mediated the relationship between the narrative perspective shift from the 1st- to 3rd-person and the reduction in the intensities of negative and positive emotion. This provides support for the role of psychological distancing in reducing the emotional intensity of autobiographical memory.     

Dispelling the illusion of invulnerability: the motivations and mechanisms of resistance to persuasion

Three studies examined the impact of a treatment designed to instill resistance to deceptive persuasive messages. Study 1 demonstrated that after the resistance treatment, ads using illegitimate authority-based appeals became less persuasive, and ads using legitimate appeals became more persuasive. In Study 2, this resistance generalized to novel exemplars, persevered over time, and appeared outside of the laboratory context. In Study 3, a procedure that dispelled participants' illusions of invulnerability to deceptive persuasion maximized resistance to such persuasion. Overall, the present studies demonstrate that attempts to confer resistance to appeals will likely be successful to the extent that they install 2 conceptual features: perceived undue manipulative intent of the source of the appeal and perceived personal vulnerability to such manipulation.     

Noncompliance with Persuasive Appeals for a Prosocial,Altruistic Act: Blood Donating1

Effects of persuasive messages, responsibility denial (RD), and attitude-accessing on blood-giving attitudes, intentions, moral obligations, and behavior were examined. In Study 1, participants (n= 84) who heard a message emphasizing moral reasons for donating indicated a more favorable postmessage attitude and stronger moral obligation to donate than participants exposed to a message aimed at reducing fear, a combined moral and fear- reduction message, or no message. Combined message participants showed greatest intent to donate, yet only 14% of all participants attended a campus drive. In Study 2, low (n= 52) and high (n= 60) RD individuals heard the message arguments and were asked to access their attitudes. Low compared to high RD individuals stated a stronger sense of moral obligation, particularly when they accessed their thoughts relevant to blood donating, and behavioral intention, especially in the combined message condition. Few participants attended a blood drive (12.5%), yet most were low RD individuals from the nonaccessed attitude condition (83%). Results suggest that few individuals will engage in the altruistic act of blood donating, despite the experimental use of persuasive messages and accessing issue-relevant attitudes.     

Smell your way back to childhood: Autobiographical odor memory

This study addressed age distributions and experiential qualities of autobiographical memories evoked by different sensory cues. Ninety-three older adults were presented with one of three cue types (word, picture, or odor) and were asked to relate any autobiographical event for the given cue. The main aims were to explore whether (1) the age distribution of olfactory-evoked memories differs from memories cued by words and pictures and (2) the experiential qualities of the evoked memories vary over the different cues. The results showed that autobiographical memories triggered by olfactory information were older than memories associated with verbal and visual information. Specifically, most odor-cued memories were located to the first decade of life (<10 years), whereas memories associated with verbal and visual cues peaked in early adulthood (11–20 years). Also, odor-evoked memories were associated with stronger feelings of being brought back in time and had been thought of less often than memories evoked by verbal and visual information. This pattern of findings suggests that odor-evoked memories may be different from other memory experiences. nt|mis|This work was supported by a grant from the Swedish Research Council (No. F0647/2001) to M.L.     

Interpretative memories of artworks

It is well known that memories of self‐relevant experiences are reconstructed over time. Artworks often require an elongated period of interpretative meaning‐making. Such works were therefore used to study temporal aspects of memory construction. In a longitudinal study, individuals' memories of artworks were examined to explore the idea that only with the passage of time would autobiographical memory and emotion be associated with thematic integration of the artwork memory. We also expected that integrated artwork memories would be more differentiated (in terms of number of details) than memories that were not integrated. Memories of artworks were collected from visitors to an art gallery in person as they left the gallery, and 5 months later in a phone interview. Participants were also asked, at both interviews, whether the memory recollection was associated with an autobiographical memory and with an emotion. Associations among the elements of autobiographical memory, emotion, differentiation, and integrated artwork memories were significant only at the time of the longer‐term recollection. The data suggest that, during an incubation period, these elements moved from a state of disconnection to interconnection.     

Emotion regulation,autobiographical memories and life narratives

Few studies have examined the relationships between emotion regulation, autobiographical memory and autobiographical narrative despite evidence that suggests that these constructs are linked. The lack of research is likely ascribed to the specificity of the construct of emotion regulation. The present review examines this area of investigation and indicates two directions for the research: first, emotion regulation is considered to be an effect of autobiographical narratives; thus, individuals engage in the construction of a life story to regulate emotions. Second, emotion regulation is an ability that improves the processes of encoding and retrieving memories. The results of this research are presented, and the potential developments are discussed in terms of the relations among these three constructs.