不同诉求方式的手机网页广告效果研究

本研究以50名视力正常的大学生为被试,采用眼动追踪技术,研究他们在浏览不同诉求方式、不同位置广告时对手机广告的记忆程度、喜好程度。结果发现:(1)对于不同诉求方式的网页广告,理性诉求组的注视次数及注视时间明显高于感性诉求组。(2)网页广告的位置对被试的记忆成绩与眼动模式有影响,表现为下部的注视次数增加,注视时间长。记忆成绩中下部比上部记忆效果稍好。     

不同呈现方式的网页广告的眼动研究

选择25名视力正常的大学生,用眼动仪记录他们浏览不同呈现方式、不同位置的网页广告的眼动过程。结果发现：1．对于不同呈现方式的网页广告,从记忆成绩看：彩色组显著优于黑白组,两者与动画组没有显著差异;从眼动指标看：动画组和彩色组的注视次数和注视时的明显高于黑白组。2．网页广告的位置对被试的记忆成绩与眼动模式有一定的影响,表现为上部与中部注视次数增加,注视时间长。记忆成绩也表现为差异显著,中部与上部的记忆效果好。     

植入与非植入广告的效果:接受通道与延时的影响

以植入式与非植入式广告比较为主线,探讨感觉通道和延时因素对广告效果的影响。发现非植入式的和视觉+听觉通道的广告有更好的品牌记忆、植入式的听觉广告在品牌记忆与品牌偏好上优于视觉广告、延时条件下植入式广告的品牌偏好保持较好。以上结果与非植入式广告的信息印象优势、植入式广告的品牌较非植入广告与背景的结合度高以及听觉广告的情节整合度与材料特点有关。     

心理学研究对广告记忆评价发展的贡献

广告记忆评价是广告评价的主要方法之一。广告记忆评价法经历了早期的回忆与再认测验到今天现实情景下的无意识记忆测量的发展过程, 这一发展过程各个阶段都受到当时基础心理学研究成果的影响和制约     

自传体广告优势效应的实验研究

自传体广告能够唤起消费者对产品或品牌的某些以往记忆,它会影响人们对广告信息的加工方式,同时更为重要的是它能够改变人们的认知。在营销实战和研究中,都备受关注。本研究试图通过两个实验探讨它的内在机制,以及与事实性广告相比,在感知觉、情绪情感、认知改变等方面的优势。结果发现自传体广告确实在感知觉、情绪情感、认知改变等方面具有优势效应。此外还发现了自传体广告的特异性。     

卷入对名人广告信息加工效果的影响

使用过程分离程序,考察卷入的两方面(个人卷入与产品卷入)共同对名人广告信息加工效果的影响。发现:(1)个人卷入和产品卷入的提高都能促进受众的品牌记忆,但个人卷入的变化主要影响品牌外显记忆成绩,而产品卷入的提高则表现为内隐记忆效果的增强。说明,两者影响的是同一内部过程,但影响方式可能有异。(2)名人广告中的品牌所获得的外显记忆、内隐记忆效果均明显好于使用一般代言人的品牌;代言人类型与个人卷入或产品卷入间不存在明显的交互作用。说明,名人代言人的使用可促进广告信息的加工,且受卷入状态的影响较小。     

名人与产品一致性对名人广告效果影响的实验研究

本研究通过实验考察了名人与产品的一致性对名人广告效果的影响,结果表明,名人为高档商品做广告时,广告效果优于非名人广告效果,为低档商品做广告时,非名人广告效果优于名人广告效果,进一步分析表明,受众相信名人使用广告中商品的可能性是制约名人广告效果的重要心理机制。     

广告的加工时间和注意水平对消费者信息加工模式的影响

本研究通过直接测量、间接测量和加工分离程序这几种测量方法检验了消费者对广告品牌名称的外显记忆和内隐记忆,并考察了各种测量方法对注意水平和信息加工时间的敏感性。结果发现：(1)分散注意条件下,再认成绩降低,而名牌判断任务的成绩没有差异;控制性加工减少,而自动化加工在各种注意水平下变化不大;(2)广告刺激呈现时间的减少降低了控制性的加工;(3)PDP可以分离广告的控制性加工和自动化加工。     

广告心理研究的新进展

1　引言　　多年来广告心理研究一直受到行为主义心理学模式的影响 ,尤其研究主要是从广告影响下受众感受广告的心理和行为反应作为研究的内容 ,如受众对广告的感知觉、在广告影响后形成的表象与记忆以及有关的一系列联想等。研究是把广告与受众分割开来 ,忽视从二者统一的整体过程上把握受众感受广告以及形成表象时心智模式与情感 (品牌态度 )的变化规律。正是基于上述观点 ,以往的许多广告缺乏活力和针对性 ,广告效果可想而知。 90年代美国著名广告理论专家Ｄ .Ｅ .Ｓｃｈｕｌｔｚ等人合著的《整合营销传播》一书出版 ,为困惑与探索中的广…     

模特面部表情和产品奢侈程度对平面广告效果的影响

结合眼动技术与主观态度测量两种研究方法,探讨不同奢侈程度的商品广告中,模特面部表情对广告效果的影响及其发生的时间进程。眼动数据表明,模特表情和产品奢侈程度的交互作用仅发生在模特兴趣区的总注视时间上;该交互作用一直延续到主观评定数据上,即微笑表情能提高被试对奢侈程度较低的商品广告的态度,但对奢侈程度较高的商品的影响不显著。根据层次效果模型,模特表情对不同商品广告效果的影响发生在广告浏览的后期阶段。研究结果有助于理解模特表情对不同产品广告的影响,并为奢侈品企业提升广告效果提供了一定的理论依据。     

Age and prospective memory

This paper reports an investigation into the effects of age, intelligence, and retrospective memory on performance in a prospective memory task in which subjects aged between 52 and 95 were required to telephone once a day either between two times or at an exact time. The most important influence on performance was how subjects chose to remember to make the telephone calls. The best performance was from subjects who telephoned either in conjunction with another routine event or engaged in some form of advanced planning of the daily schedule. The worst performance was from those who relied on internal cues from their own memory. Performance was intermediate from those who used external cues such as notes or diary entries. Subjects in the between condition were less likely to choose internal cues than those in the exact condition, possibly because the task appeared more difficult, and this resulted in their showing superior performance. The effect of age was influenced by the cue used. For subjects using internal cues, those who forgot were older than those who remembered, whereas for subjects using the other cues, those who forgot were younger than those who remembered. Regardless of cue, self-ratings of cognitive failures were related to performance such that those who reported more minor everyday mistakes were indeed more likely to forget to telephone. While there was some indirect effect of general intelligence on performance in the task, there was no relationship between retrospective memory scores and whether or not subjects remembered to telephone.     

The Relevance of People Versus Objects in Explaining Females’ Advantage over Males in Appearance Accuracy

Do females remember their surroundings better than males? Does it matter who or what is in those surroundings? In small groups, 108 undergraduates from a Midwestern university in the USA were instructed to pay attention to a videotaped person (target) while seated in an office with an experimenter (non-target). Afterwards, in a surprise recall task, participants’ memory for the appearance of the target, non-target, and office was tested. Females’ greater interpersonal orientation was predicted to give them an advantage over males in memory for only the people. Results showed that females had better memory for the target and non-target but not the office. Discussion centers on the importance of people versus objects in explaining females’ greater appearance accuracy.     

Effects of Personalized Banner Ads on Visual Attention and Recognition Memory

Internet companies collect a vast amount of data about their users in order to personalize banner ads. However, very little is known about the effects of personalized banners on attention and memory. In the present study, 48 subjects performed search tasks on web pages containing personalized or nonpersonalized banners. Overt attention was measured by an eye‐tracker, and recognition of banner and task‐relevant information was subsequently examined. The entropy of fixations served as a measure for the overall exploration of web pages. Results confirm the hypotheses that personalization enhances recognition for the content of banners while the effect on attention was weaker and partially nonsignificant. In contrast, overall exploration of web pages and recognition of task‐relevant information was not influenced. The temporal course of fixations revealed that visual exploration of banners typically proceeds from the picture to the logo and finally to the slogan. We discuss theoretical and practical implications. Copyright © 2014 John Wiley & Sons, Ltd.     

Hannah Arendt,evil and the eradication of thought

Evil deeds may be committed intentionally or out of madness, but it is those who follow orders that present us with the most complex moral, philosophical and psychological questions. In writing about the banality of evil, Hannah Arendt argues that “in granting pardon, it is the person and not the crime that is forgiven; in rootless evil there is no person left whom one could ever forgive.” Arendt postulates that “being a person” necessarily entails the acts of memory and thought. This paper explores Arendt’s ideas on memory and thought and how these processes can become subverted in the service of a higher order. Clinical material illustrates Whitmer’s idea of dissociation as an “impairment of subjectivity” as distinct from Freud’s view of dissociation as a form of repression. This shift in theoretical perspective sheds new light on our understanding of the totalitarian state of mind, i.e. of the mind of a “nobody”, and the conditions within which evil is committed.     

A meta-analysis and systematic review of reactivity to judgements of learning

Judgements of learning (JoL) are often used in memory research as a means for assessing an individual’s metacognitive beliefs about their learning. JoL have been shown to reliably predict performance as well as learning behaviours and decisions . Participants may, however, modify their behaviour in response to performing JoL. There has, however, been little consensus as to the reliability and direction of the effect. We report on a meta-analyses that assesses the evidence that memory performance is reactive to JoL. The results indicate that overall providing JoL does not have a significant effect on memory performance (g?=?0.054, 95% CI ?0.027 to 0.135). However, sub-groups analysis showed that this effect depends on the nature of the stimuli to be recalled, with moderate positive reactivity observed for related word pairs (g?=?0.323, 95% CI 0.083 to 0.563) and word lists (g?=?0.384, 95% CI 0.146 to 0.622) but no reactivity when pairs were unrelated or a mixture of related and unrelated pairs. These results indicate that researchers should be aware that eliciting JoL may well influence participants’ underlying encoding processes, especially when using related word pairs or word lists.     

时间性前瞻记忆的练习效应及其人格差异

实验1和实验2分别探究在低难度和高难度进行中任务条件下是否存在TBPM的练习效应及其人格差异,结果发现无论在何种情况下,实验组的前瞻记忆成绩均显著高于控制组,说明TBPM的练习效应稳定存在;A-B型人格类型与组别交互作用均不显著,说明A型和B型人格在TBPM的练习效应上没有差异;实验组在总的时间监控次数和后期时间监控次数上均高于控制组,时间差均低于控制组,说明练习通过提高时间监控有效性和总的注意投入量来提高前瞻记忆成绩。     

时间性前瞻记忆的练习效应及其人格差异

实验1和实验2分别探究在低难度和高难度进行中任务条件下是否存在TBPM的练习效应及其人格差异,结果发现无论在何种情况下,实验组的前瞻记忆成绩均显著高于控制组,说明TBPM的练习效应稳定存在;A-B型人格类型与组别交互作用均不显著,说明A型和B型人格在TBPM的练习效应上没有差异;实验组在总的时间监控次数和后期时间监控次数上均高于控制组,时间差均低于控制组,说明练习通过提高时间监控有效性和总的注意投入量来提高前瞻记忆成绩。     

4岁儿童对他人记忆的评判与错误信念理解的关系

从观点采择的角度考察儿童对他人记忆的评判及其与错误信念理解的关系。与他人分享记忆时,个体需要同时处理自我与他人对过去的表征和看法;而要顺利完成错误信念任务,个体需要同时加工自我的真实信念与他人的错误信念。因此个体对他人记忆的评判能力可能会与其对错误信念的理解相关。40名4岁儿童完成一系列错误信念任务和评判他人记忆是否正确任务,情境包括视觉、意图解释和情绪解释。结果表明,控制年龄、语言和记忆能力等因素后,被试评判他人记忆的成绩仍然可以预测其对错误信念的理解。这些结果为幼儿在回忆叙述中谈及他人越多,其心理理论越好提供了进一步的证据和可能的解释     

大学生记忆的自我与专业参照效应:专业认同的作用

群体参照效应研究证实社会群体身份及内群体认同对记忆的参照加工具有重要作用。以往研究从大学生的多重社会群体身份角度探讨了内群体记忆加工优势,却忽视了其另一重要群体身份划分标准——专业。本研究结合自我和群体参照范式,设置多个参照条件(自我、专业内群体、专业外群体、语义),从专业身份这一新视角考察大学生记忆的自我与专业参照效应以及专业认同的作用,并对比个体自我与群体自我之间的差异。结果发现:(1)参照自我和专业内群体时的记忆成绩优于参照其他编码条件;(2)相比专业参照,自我参照的记忆效果更佳;(3)专业认同度越高,对专业内群体信息记忆越好。结果提示,大学生的记忆存在自我和专业参照效应,但自我参照效应更强;专业认同是专业参照效应强弱的影响因素之一。