权力感知对怀旧偏好的影响机制

作者考察了权力感知对消费者怀旧偏好的影响及其心理机制。通过3个实验, 作者发现低权力者比高权力者更加偏好怀旧产品或怀旧品牌, 而寻找生活意义的动机在该影响过程中起中介作用。具体而言, 权力的缺失导致个体认为自己的生活缺乏意义, 进而激发出寻找生活意义的动机。由于怀旧可以通过回忆有意义的事件和提供社会支持两条途径来帮助个体重拾生活意义, 因此低权力的消费者倾向于进行怀旧消费。这一研究发现进一步丰富了现有的权力和怀旧文献, 并对怀旧营销的设计具有重要的实践指导意义。     

感性还是理性?文化衍生的权力感对广告诉求偏好的影响

广告的有效性很大程度上取决于消费者个体特征与广告诉求之间的一致性。以往研究忽略了文化衍生的权力感作为关键心理特征与不同诉求广告之间的匹配性效应。本文探讨文化衍生的权力感(个人权力感vs.社会权力感)对广告诉求偏好的影响及其作用机理。研究结果表明, 启动个人(vs.社会)权力感的消费者更加偏好感性(vs.理性)诉求广告, 其中唤醒度发挥中介作用。当启动个人(vs.社会)权力感时, 个体更加强调满足自我需要和寻求挑战以不断提高地位与声望, 更容易激发兴奋等高(vs.低)唤醒度, 从而更加偏好感性(vs.理性)诉求广告。此外, 合理化需要在文化衍生的权力感通过唤醒度对广告诉求偏好的影响中起到调节作用。在不启动合理化需要时, 文化衍生的权力感通过唤醒度对广告诉求偏好发挥影响的中介效应显著; 而当启动合理化需要时, 上述中介效应不显著。本文基于文化取向的视角揭示了权力感影响广告诉求偏好的心理机制与边界条件, 为企业根据文化衍生的权力感差异制定广告营销策略等方面提供实践启示。     

网络环境下广告怀旧有助于品牌的口碑传播吗?基于情感双维度视角

怀旧型情感广告是企业常用的广告策略, 现有的研究主要从怀旧广告的情感性出发, 而忽略了广告的认知性。本研究从情感处理的两个维度(情感和认知), 探究了怀旧广告和非怀旧广告在不同品牌情境下对消费者口碑传播的影响。通过二手数据和实验研究发现：对温暖型品牌而言, 怀旧(vs非怀旧)广告会降低消费者的口碑传播, 孤独感和满足感起到连续中介作用; 对效能型品牌而言, 怀旧(vs非怀旧)广告会提高消费者的口碑传播, 历史感和信任感起到连续中介作用。     

商品-模特距离及广告诉求对消费者评价的影响：性别的调节作用

广告中商品-模特距离和广告诉求在解释水平上匹配时,消费者评价更积极。三个实验检验了该匹配效应中性别的调节作用。实验1(模特在左,商品在右)发现,近距离下,可行性广告诉求引起更强的购买意愿;远距离下,结果相反。实验2(模特在右,商品在左)发现,在远距离合意性(远距离可行性)广告诉求条件下,女性(男性)的商品态度更积极,购买意愿更强。实验3(模特在上,商品在下)发现,在远距离情况下,合意性广告诉求引起更积极的商品态度和更强的购买意愿;相比于可行性广告诉求,女性对合意性广告的评价更高,男性则更偏好可行性广告。综上,当模特在左商品在右时,商品-模特距离和广告诉求存在匹配效应;当模特在右商品在左时,匹配效应受到消费者性别调节。     

能力还是热情?广告诉求对消费者品牌认同和购买意向的影响

基于自我建构理论和情绪理论, 本文探讨了自我建构与广告诉求对品牌认同的交互作用、影响机制及边界条件。通过3个实验, 我们发现对于独立自我建构的消费者来说, 能力广告诉求更能提高品牌认同感, 而对于相依自我建构的消费者来说, 热情广告诉求则更有效; 同时我们也验证了广告诉求到愉悦感到品牌认同最终到购买意向的因果链模型, 并确定了企业类型对该机制的调节作用。     

群体购买情境下冲动性购买影响研究：解释水平视角

本研究基于解释水平理论视角,检验了消费者在群体购买情境中的冲动性购买行为.研究1采用2（解释水平：高vs.低）＆#215;2（自我建构：独立vs.互依）组间因子设计,用来检验解释水平是否调节自我建构类型对冲动性购买的影响;研究2采用2（解释水平：高vs.低）＆#215;2（认知模式：感知vs.模拟）组间因子设计,检验认知模式和解释水平对冲动性购买的联合影响.实验结果表明：群体购买情境下,消费者自我建构类别不同,冲动性购买意愿也不同,且受到解释水平的调节影响;群体购买情境下,消费者对他人认知模式的不同,对自身冲动性购买的影响也不同,解释水平在其中也起到了调节作用.     

忆往昔促进消费者宽恕：服务失误情境下怀旧对宽恕的影响及内在机制

服务失误不能避免,因此在服务失误时获得消费者宽恕具有重要理论和实践意义。怀旧能否促进消费者宽恕？本文探究通过怀旧营销激发怀旧情绪对消费者宽恕的影响及其内在机制。6个实验的结果显示,激发怀旧情绪提高消费者宽恕,这一影响由共情中介。品牌形象类型(能力型vs.温暖型)和服务失误的严重性起调节作用。本研究丰富了怀旧功能和宽恕前因的相关研究,为企业借助怀旧营销进行服务失误补救提供思路。     

自我构念对想象广告策略的影响与分析

以叙事运输理论和社会心理自我概念模型为理论背景, 通过两个实验对自我构念对想象广告策略的影响进行了探讨。实验结果验证了想象广告会显著提高独立自我构念者的购买意愿, 但对依存自我构念者影响不显著; 自我构念对想象效应的调节作用不因广告场景提示的变化而变化; 无论是强说服或弱说服的想象广告都能提高独立自我构念者的购买意愿, 而对于依存自我构念者, 只有强说服想象广告会收到好的效果。     

心理时间旅行的动力机制：自我的作用

选取120名大学生,通过两个研究考察了自我在心理时间旅行中的动力机制。研究1以核心自我评价为评估自我概念的指标,发现自尊和一般自我效能对指向未来的心理时间旅行具有一定的预测效力。研究2通过启动使不同类型的自我概念在意识中占优,发现互倚组比独立组报告出更多具体的事件,且更关注他人和关系。研究表明,自我概念能够引导个体对过去和未来事件的建构。     

消费者自我构念、独特性需求与品牌标识形状偏好

市场上品牌标识形状各具形态,它们已成为吸引消费者眼球的重要品牌要素,如何设计出科学实效的品牌标识形状已成为营销策略中基础而又关键的内容。什么形状的品牌标识更能获得目标群体的偏爱?本文从自我构念的水平视角出发,推论认为不同自我构念的个体在"独特性需求"上具有显著差异,由此形成对多角和圆润的品牌标识形状的偏好差异,独特性需求在自我构念与品牌标识形状偏好之间起中介作用。文章通过4个实验,一致证实独立型自我构念的消费者独特性需求更高,偏爱多角的品牌标识;相依型自我构念的消费者,独特性需求更低,偏爱圆润的品牌标识。但上述效应只存在于公开产品购买情境,当消费者购买和使用私人产品时,无论个体的自我构念是独立型还是相依型,他们对品牌标识多角与圆润的偏好没有显著差异。本文推进了自我构念、独特性需求、品牌标识形状等领域的理论研究,为企业在设计、调整品牌标识形状及制定配套营销策略方面提供了丰富的战略启示。     

Nostalgia reconsidered

Nostalgia is standardly assumed to be directed towards the past, to involve some salient feeling of the irretrievability of the past, and to be directed towards the memory of an event. In this paper I argue that none of these standard assumptions hold. I use a time-traveller example to demonstrate that nostalgia is not essentially past-directed. Once nostalgia is prised from the objective past, we can examine the other purported conditions, making space for the conclusion that the felt irretrievability of the past is not the necessary feature of nostalgia that we assumed it to be. I then argue that the notion that nostalgia is directed towards the memory of an event is misguided. Finally, I distinguish two routes to nostalgia and, with this distinction in place, argue that nostalgia is neither essentially time nor place directed. Nostalgia is simply change-directed.     

Nostalgia for America's past can buffer collective guilt

This research examined when, and for whom, American collective nostalgia can relieve feelings of collective guilt. In the Pilot Study, path analyses revealed that national glorification is associated with collective nostalgia, and collective nostalgia is associated with lower collective guilt. Our experimental studies test the role of these variables in determining responses to the elevated salience of past ingroup harm doing. Collective nostalgia was associated with lower collective guilt especially after reminders of America's harm doing in Study 1 . In Study 2 we predicted and showed that reminders of American harm doing would evoke spontaneous collective nostalgia for participants high in national glorification. The remaining studies tested the hypothesis that collective nostalgia serves to buffer collective guilt. Collective guilt was lower after reminders of past harm doing for participants who engaged in collective nostalgia ( Study 3 ), and this was especially pronounced for participants high in national glorification ( Study 4 ).     

The Immigrant, the Exile, and the Experience of Nostalgia

Resulting from a retrospective idealization of lost objects, nostalgia helps the immigrant defend against the aggression resulting from current frustrations. This experience is missing in the exile whose deeply traumatizing departure from his land of origin spoils whatever good memories of that land might exist within him. Retrospective idealization is not possible and the ego is deprived of the nostalgic defense. The psychoanalyst dealing with the immigrant's nostalgia must offer psychic space for its development while keeping an eye upon the hidden transference allusions in the nostalgic pleasure as well as upon its screen functions vis-à-vis aggression in the here and now. Psychoanalytic work with the exile requires a different slant. Empathy with how bad the land of origin was must precede for a long while before defenses against the emergence of nostalgia can be analyzed.     

Fighting ageism through nostalgia

Two experiments tested whether nostalgia is a resource for fighting ageism. In Experiment 1, younger adults who recalled a nostalgic (vs. ordinary) encounter with an older adult showed a more positive attitude towards older adults, mediated by greater inclusion of older adults in the self (IOGS). In Experiment 2, these findings were replicated and extended with a subtle nostalgia manipulation. Younger adults identified an older, familiar adult, before writing about an encounter with this person that was characterized by either central (e.g., keepsakes and childhood) or peripheral (e.g., wishing and daydreaming) features of the construct of nostalgia (i.e., prototype). Participants who recalled a central (vs. peripheral) nostalgic encounter reported greater social connectedness, which predicted increased IOGS. In turn, increased IOGS was associated with a lower desire to avoid older adults. Several alternative explanations for the intergroup benefits of nostalgia were ruled out. The research established that nostalgia qualifies as a resource for combatting ageism.     

Nostalgia as a Linking Phenomenon

Immigrants and refugees who leave behind their countries, loved ones, and cultural environment experience loss and are obliged to go through a mourning process which may become complicated due to a variety of factors. Many such individuals create linking objects or linking phenomena that help them to continue to have contact with the past, while adjusting to their new environment. Nostalgia is the affect that accompanies linking objects and linking phenomena and at times functions itself as a linking phenomenon. The lack of nostalgia, poisoned nostalgia, and nostalgia in the service of adaptation are discussed with clinical examples.     

怀旧的触发、研究范式及测量

怀旧指的是个体怀念过去的事物、人物、地方甚至经历或感受。它大多与美好的记忆联系在一起, 并会带来积极的情绪体验, 但同时可能也会引起消极的情绪体验。怀旧对维持个体身心健康有一定的积极效用。本文着重介绍了怀旧的触发因素包括客观刺激的视觉、嗅觉、听觉及主观刺激的消极情绪与低温知觉, 分析了其研究范式有质化研究(内容分析与扎根理论)、量化研究(问卷调查与经验取样法)和实验研究(单因素随机实验设计与多因素实验设计), 并介绍了其相关的测量工具。未来研究要加强主动怀旧与被动怀旧、积极怀旧与消极怀旧的探讨; 整合各种研究范式与强化纵向的追踪研究; 以及要区分特质型怀旧与状态型怀旧。     

Nostalgia for Communist Times and Autobiographical Memory: Negative Present or Positive Past?

Twenty‐five years after the fall of communism in Poland, a considerable number of citizens manifest nostalgia for the communist times. In this article, we approach this phenomenon within the framework of autobiographical memory and decide between two sets of hypotheses, one predicting that postcommunist nostalgia is experienced mostly by people who are dissatisfied with the present time (transformation “losers”) and the other predicting that it is the memory of the happy and most recollected past, and memories of particular decades of communism, that mostly trigger nostalgia. The study, carried out on a representative sample of Poles who remembered communism, provided stronger confirmation of the “negative present” hypothesis, but the positive past is also shown to matter. The decade of communism whose memory turned out to predict nostalgia the best was the 1980s and not, as predicted, the 1970s.     

Make America gracious again: Collective nostalgia can increase and decrease support for right-wing populist rhetoric

Democracies across the globe are shaken by a new class of populist right-wing politicians. A defining element of right-wing populism is a preference for antagonistic rhetoric to describe opponents. Three studies connect support for right-wing populist rhetoric to collective nostalgia for the past. Importantly, the results show that collective nostalgia can both increase and decrease support for right-wing populist antagonistic rhetoric, depending on how the past is conceptualized. Nostalgia for a past characterized by political incorrectness is associated with increased support, whereas nostalgia for the past's greater decorum is associated with decreased support for right-wing populism. Studies 1 and 2 show this with vignettes. Study 3 measures support for Trump and the GOP in the 2018 midterm elections. Although right-wing populism is often seen as the result of a wave of nostalgia, our results show that this link can be disconnected and even reversed.     

Nostalgia motivates pursuit of important goals by increasing meaning in life

This research focused on existential and motivational implications of the emotion of nostalgia. Nostalgia (relative to control) increased meaning in life, which, in turn, galvanised intentions to pursue one's most important goal (Experiment 1) and to pursue one's most important, but not least important, goal (Experiment 2). The basic pattern held in two cultures (British and Danish) independently of positive affect. This is the first evidence that nostalgia has specific motivational consequences (i.e., pursuit of more, but not less, important goals) and transmits these consequences via meaning in life. Also, this is the first evidence that meaning is associated with specific motivational consequences. Discussion considers the relevance of the findings for the emotion and motivation literatures.     

How nostalgia infuses life with meaning: From social connectedness to self-continuity

Nostalgia increases meaning in life (MIL), but how so? In four experiments—using varied operationalizations of nostalgia, diverse populations, and complementary methodologies—we identified a serial process. We hypothesized and found, in Experiment 1, that self-continuity boosts MIL. We hypothesized and found, in Experiment 2, that nostalgia increases MIL through self-continuity. Finally, we hypothesized and found, in Experiments 3–4, that nostalgia fosters social connectedness, which plausibly heightens self-continuity, which in turn strengthens MIL. The findings clarify an intricate pathway through which nostalgia renders life more meaningful.