平面性诉求广告记忆效果的加工分离研究

运用PDP（过程分离程序）,以122名大学生为被试,以自编性诉求广告及自编包含与排除问卷为实验材料,采用3×2×2多因素设计,探讨不同裸露类型（含蓄、一般、直露）和代言人类型（名人、一般人）的性诉求广告在不同阶段（控制化加工、自动化加工）认知信息加工的模式差异。结果发现： 1）外显的控制化加工,含蓄型性诉求广告记忆效果最好;2）直露型性诉求广告内隐的自动化加工最高;3）未发现性诉求广告中存在名人效应。     

对广告信息加工的性别差异

研究者运用加工分离程序(PDP),探讨了在不同性别的广告代言人条件下,不同性别的目标受众对其所代言品牌在控制性加工和自动化加工水平上的差异。结果发现：（1）在男性代言人条件下,男性受众对其所代言品牌的自动化加工水平明显高于女性被试,两者控制性加工水平差异不显著;（2）在女性代言人条件下,女性受众对其所代言的品牌的自动化加工水平明显高于男性被试,两者的控制性加工水平差异不显著。实验结果对广告的设计与制作有着借鉴意义。     

广告信息加工中的性别差异

1 引言许多研究表明,广告代言人对于促进广告对受众的作用非常重要。Phillips(1996)认为,广告中的代言人可以吸引注意,提高对产品的再认和回忆,因为广告制作者用广告代言人将其所欲表达的诉求、意义赋予了产品。但至今尚未见到有人研究对于男、女性受众来说,不同性别的代言人就其所代言的品牌对他们的记忆能够产生多大作用。尤其是不同性别的代言人对不同性别受众的内隐记忆,即自动化加工的作用亦未见到有关研究。本研究试图用加工分离程序(PDP,Jacoby,1991)就不同性别广告代言人条件下,不同性别受众对其代言品牌的控制性加工和自动化加工作一初步探讨。     

代言人信息和功能介绍方式对广告认知加工的影响

采用眼动记录法探讨了广告信息的认知加工特点。实验采用2(广告代言人:名人、普通人)×2(功能介绍方式:文字、图片)的混合实验设计。结果表明:(1)广告受众对广告中不同信息的注视具有选择性,更倾向于对广告中名人信息的注视;(2)广告受众对不同广告代言人、不同功能介绍信息的注视时间存在显著性差异;(3)在广告信息的认知加工过程中,对名人与图片信息的认知加工负荷较高,而对普通人与文字信息的认知加工负荷较低。     

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。     

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。     

广告频率和品牌成熟度对信息加工模式的影响

广告可以通过受众的自动化加工和控制性加工两条途径为品牌价值的建立作出贡献。该研究运用加工分离程序,探讨了在不同的呈现频率下,受众对不同成熟度商品的广告的信息加工模式。结果发现：(1)在非注意条件下,与新品牌相比,成熟品牌会引起更多的自动化加工,控制性加工在各种成熟度的商品之间差异不显著;(2)在低卷入学习状态下,重复既提高了广告的自动影响,也提高了控制性加工的影响。因此,重复播放是提高广告有效性的一条途径。     

受众需求状况、名人代言、广告词和产品成熟度对手机广告效果的影响

以手机广告为例,通过两个实验探讨了受众需求状况、名人代言、广告词和产品成熟度对广告效果的影响.结果发现,名人效应和品牌效应显著;需求状况、产品类型以及代言人类型问的交互作用显著.不同类型广告词的使用对广告效果的影响没有显著差异.     

广告中的“名人效应”

广告中使用名人是目前广告策略常用的手法。名人广告如果处理得好,会收到不同寻常的广告效果;如处理得不好,则适得其反。只有认真研究广告中的名人效应,在正确的广告观念指导下,名人广告才能取得预期的效果。     

广告中性别刻板印象的信息加工方式

通过操纵注意方式、刻板印象的启动方式及被试的刻板化状态,探讨了广告中性别刻板印象信息加工的方式和特点。结果表明：（1） 广告中性别刻板印象信息的加工是自动化加工和控制性加工共同作用的结果,刻板化启动引起更多的自动化加工,反刻板化启动引起更多的控制性加工;（2）注意方式影响广告中性别刻板印象信息的控制性加工而不影响其自动化加工,集中注意时控制性加工的贡献最大;（3）对于广告中的性别刻板化信息,刻板化程度高的人具有更严格的判断标准。     

Automatic and controlled processing in chronic tic disorders

The study compared controlled and automatic processing in 17 people diagnosed with chronic tic disorder (CTD), 20 with habit disorder (HT), and 30 screened controls. Using a countermanding paradigm, time to initiate a response (GO-time) was compared with time taken to inhibit a response (STOP-time) under automated and controlled response conditions. The signals were 2 sets of traffic-light-like computer displays with ready, go, and stop lights. The automated response was a repetitive series of taps and the controlled response was a morse code pattern of taps. There were no group differences in GO time under any conditions. The control group but not the HD or CTD groups showed a significant practice effect over time. The CTD group was significantly slower to STOP the automated than the controlled response. The results suggest that the CTD group had specifically, greater difficulty inhibiting automated than controlled actions.     

Episodic memory in dementia of the alzheimer type and in normal ageing: Similar impairment in automatic processing

A perceptual identification task was used to provide an implicit measure for automatic memory processes. The facilitation of word identification on repeated presentation is taken as a measure of the automatic retrieval of an episode. In addition, recognition memory was tested. The recognition task is an explicit test of memory and relies mainly on controlled processing. In the first experiment 11 patients suffering from probable Alzheimer disease and 11 normal age- and sex-matched controls were tested. Both groups exhibited a rather small facilitation effect (ca 7%) but did not differ in the size of the effect. However, when tested explicitly, a difference in recognition memory existed between the two groups. In the second experiment the performance of 11 normal young subjects was compared to that of 11 normal elderly subjects. Whereas the elderly group showed a small facilitation effect similar to that observed in the first experiment, a considerable facilitation effect was found for the young group. Also, the elderly group had poorer recognition memory than the young group.     

Resource depletion promotes automatic processing: implications for distribution of practice

Recent models of cognition include two processing systems: an automatic system that relies on associative learning, intuition, and heuristics, and a controlled system that relies on deliberate consideration. Automatic processing requires fewer resources and is more likely when resources are depleted. This study showed that prolonged practice on a resource-depleting mental arithmetic task promoted automatic processing on a subsequent problem-solving task, as evidenced by faster responding and more errors. Distribution of practice effects (0, 60, 120, or 180 sec. between problems) on rigidity also disappeared when groups had equal time on resource-depleting tasks. These results suggest that distribution of practice effects is reducible to resource availability. The discussion includes implications for interpreting discrepancies in the traditional distribution of practice effect.     

初中生偶像崇拜及其与生活目标和主观幸福感的关系:性别的调节作用

本研究以3587名初中生为对象,采用问卷测量法,考察了初中生偶像崇拜在性别和年级上的差异,及其与生活目标和主观幸福感的关系,并探究了性别在其中的调节作用。研究发现：（1）女生的偶像崇拜水平显著高于男生的,且偶像崇拜高水平组中女生人数显著多于男生,偶像崇拜低水平组中则相反;初一与初二年级间偶像崇拜的水平及在不同水平上的人数分布均无显著差异。（2）外在生活目标能够正向预测初中生的偶像崇拜水平,其中性别起调节作用,外在生活目标对女生偶像崇拜水平的影响大于男生。（3）性别对偶像崇拜影响初中生主观幸福感上也具有调节作用,即偶像崇拜水平负向预测初中女生的主观幸福感,对男生的主观幸福感则影响不显著。     

声旁与整字的音段、声调关系对形声字命名的影响

采用命名任务研究了汉字形声字的声旁与整字的音段、声调关系对形声字命名反应时的影响,探讨声旁的音段、声调在汉字形声字发音中的作用。实验材料是180个汉字形声字。实验结果表明,汉字形声字的声旁与整字的音段关系对命名时间有重要影响。汉字形声字的命名存在着“规则效应”,声旁与整字音段相同时反应快,声旁与整字音段相异时反应慢。汉字形声字的命名也存在着“声调效应”。声旁与整字的声调关系对命名有重要影响。当声旁与整字声调相同时反应快,当声旁与整字声调相异时反应慢,这种效应不受字频影响。整个实验结果支持汉字认知中强的亚词汇成分自动激活的观点。     

Automatic and controlled verbal-information processing in patients with frontal lobe lesions

The selectivity of frontal lobe lesion effects in the domains of verbal-information processing has not been well established. The authors hypothesized that capacity-limited controlled processing would be more impaired than automatic processing in frontal lobe patients (FLPs). Fifteen FLPs were compared with 2 matched control groups: 14 posterior-lesion patients and 15 normal controls. Both behavioral and event-related brain potential (ERP) measures were collected. Results suggest that both automatic and controlled processing were affected by frontal lobe lesions. ERP results indicated that the main dificulty for the FLPs was in the perceptual stage of information processing. This rather unexpected result may be explained by a basic difficulty of FLPs in attending to a new stimulus in order to process it.     

Visual search with biological threat stimuli: accuracy, reaction times, and heart rate changes

Twenty-four participants were given a visual search task of deciding whether all the pictures in 3 x 3 search arrays contained a target picture from a deviant category, and heart rate was measured. The categories were snakes, spiders, flowers, and mushrooms. Shorter reaction times (RTs) were observed for fear-relevant (snake and spider) targets rather than for fear-irrelevant/neutral (flower and mushroom) targets. This difference was most pronounced for the participants presented with a gray-scale version of the search arrays. The 1st interbeat interval (IBI), after the search array onset, showed an effect of the target, whereas the 2nd IBI also showed an effect of the distractors. The results suggest that controlled processing of the task operates together with automatic processing.     

Neuropsychological functioning,motor speed,and language processing in boys with and without ADHD

We administered a neuropsychological battery to boys aged 6 to 12 years old diagnosed with attention-deficit hyperactivity disorder (ADHD; n= 51) and to comparison boys of the same age range (n= 31). Boys with ADHD had greater difficulty than comparison youngsters on nonautomated language and motor tasks administered with a fast instructional set and on one of two traditional frontal executive measures (Porteus mazes). When tasks requiring automatic processing were paired with similar tasks requiring greater use of selective attention processes, the latter, controlled processing tasks differentiated groups better than did automated tasks. This differential effect of otherwise similar tasks is interpreted in terms of an output deficit mediated by response organization as detailed in the information processing literature. The ADHD group also exhibited slow gross motor output, measured independently of verbal output. The findings are evaluated in terms of both Luria's (1973) tripartite model of neurocognitive organization and frontal striatal models, with an emphasis on output processes. The observed language deficits could represent frontal lobe processes intricately related to self-monitoring and planning. The utility of controlled processing, self-paced tasks with fast instructional sets in assessing language and motor skills in ADHD is highlighted. This research was supported primarily by National Institute of Mental Health Grant R01 MH45064 awarded to Stephen P. Hinshaw. Joel T. Nigg was partially supported by NIH Research Service Award F31 MH10462-01. The authors wish to thank Deborah P. Waber, Ph.D., of Harvard University for her assistance in scoring the Rey-Osterreith complex design, and Jennifer Ablow, Margaret Kuklinsksi, Jeff Measelle, Teron Park, Cassandra Simmel, and Jennifer Treuting for helping to administer the measures, code the results, and discuss the study. We also acknowledge the enthusiastic participation of the children and families in the summer programs.