旅游商品多语言包装策略的作用机制和影响效果——基于选择通达模型的视角

多语言包装策略被广泛应用于促进旅游商品的销售。然而, 现有研究仅从消费者感知视角出发, 难以揭示多语言线索的复杂效应。本研究基于选择通达模型, 主要探讨(1)多语言包装策略导致消费者推断旅游商品是针对某类群体(即对比效应)还是广泛模糊的“国际市场” (即同化效应)的作用机制; (2)多语言包装策略对旅游商品购买决策的影响机制。本研究有助于扩展旅游商品和包装语言的相关研究, 为旅游商品营销提供重要参考。     

色彩在商品包装上的视觉效应

随着生活水平的提高,人们对事物审美的要求也在不断提高。在竞争激烈的商品市场上,要使商品具有明显区别于其他产品的视觉特征,更能吸引消费者的视线,刺激和引导消费,增强人们对品牌的记忆,这都离不开包装色彩的设计与运用。色彩作为表达感情的视觉语言,已成为商品包装设计中的重要元素。     

竹元素在包装设计中的应用

包装设计是一门综合性较强的学科,是对商品的包装和结构造型进行美化的设计。包装设计可以反映产品品牌理念、消费者心理和产品特性,产品通过包装可以与消费者之间建立亲和力,包装也是产品实现使用价值和商品价值的重要方式。构图要素、外形要素和材料要素是包装设计的三大构成要素。竹文化是我国民族文化的重要组成部分。     

信任,网络购物感知质量与购买决策的中间因素

由于网络购物有别于传统的线下消费具有虚拟性的特点,因而其消费者在对产品的感知质量也不同于现实生活中的消费感知。消费者网络购物形成的商品感知质量具有不确定性,这种不确定性是由网络产品的无法预知性所引发的。所以,在网络消费中消费者对商家、产品的信任便对最后的购买行为产生了重要的影响。而消费者的信任来源于商家、消费者本身以及消费环境等3方面。因而,为保证消费行为的顺利完成,商家、消费者以及在环境的建设上也就需要做出相应的改进。     

自我建构对口碑两极分化产品偏好的影响及作用机制

口碑两极分化的产品, 指那些被许多消费者评价好的同时又被其他许多消费者评价不好的产品。随着个性化消费时代的到来, 满足个性化需求的产品遭受褒贬不一的口碑越来越普遍。当面临口碑两极分化的产品, 消费者如何认知? 哪些因素会影响消费者对口碑两极分化产品的偏好? 其中间机制与边界条件是什么? 回答这些问题对企业有效开展营销具有重要意义。口碑两极分化会提高消费者的购物风险感知, 引发“冲突”联想, 同时还可能使得消费者对目标产品产生感知独特性。这些特征契合了自我建构理论中独立型自我建构与依存型自我建构个体在独特性需求、冲突解决风格与调节定向方面的行为差异, 因而自我建构是影响口碑两极分化产品偏好的重要前因变量, 且独特性需求、冲突解决风格与调节定向是三条中介路径。购物风险水平、购物任务情境、消费场合公开性以及产品类型是以上中介效应的边界条件。     

小标签,大作用:营销领域中的食品标签效应

食品标签作为一种食品相关信息的来源,会对消费者的认知、情感偏好以及行为反应产生重要影响。基于信息涵盖层面的不同,可以将食品标签划分为产品层面标签、成分层面标签两类,且不同类型的食品标签在影响结果、作用机制以及边界方面有所差异。调节定向理论有助于解释两类食品标签所带来的不同影响。产品层面标签更多地会启动消费者的预防定向,而成分层面标签则会启动消费者的促进定向。同时,两类食品标签效应会受到晕轮效应、信息加工、概念隐喻、社会认同、属性推断等机制的驱动以及社会人口因素、个体差异、产品特征的调节。最后基于整合的研究框架提出了一些可行的研究方向。     

文字的“偷心术”:营销中的字体效应

文字是营销中视觉传播的重要元素, 它直接影响消费者对品牌的第一印象。文字的重要性不仅体现在文本内容上, 还体现在字形设计对消费者的影响上。字体的研究仍存在较大的空缺, 且现有文献多分散于语言学、设计学和心理学等不同学科领域。目前有较多存在矛盾的结论缺乏系统的框架支持, 本文为研究者提供了完整的字体效应研究框架。将字体进行定义及分类之后, 主要探讨了字体对消费者感知和行为的影响, 以及字体效应的三大心理机制, 即感知一致性、感知记忆性和感知人性化。在此基础上讨论了字体受到消费者特质、产品类型与外部环境的调节作用。最后, 深入分析了字体在市场营销中的理论和管理实践价值, 以及未来研究方向。     

产品传统文化载荷对品牌地位的影响——来自青年消费群体的证据

4项行为实验与1项脑成像实验一致证实,增加产品的传统文化载荷能够提升消费者对产品品牌地位的感知评价。赋予产品更多的传统文化内涵能够激活消费者的社会认知脑区以及奖赏脑区,提升消费者的社会价值感知,进而影响其对产品品牌的地位感知评价。产品类型调节产品传统文化载荷对品牌地位的影响,传统文化载荷对品牌地位的赋能作用更适用于实用型产品,对享乐型产品品牌地位感知的影响并不明显。该研究发现拓展了文化营销的研究范畴,并揭示了中华传统文化赋能品牌地位的认知神经机制,同时对实用型产品生产企业如何利用中华传统文化实现品牌地位管理具有重要实践意义。     

产品设计领域的消费者审美体验

消费者从产品设计上获得的审美体验会影响他们对产品的感知和购买.审美体验的作用机制涉及神经科学研究、信息处理模型和情感反应过程三部分.具体图形与结构元素、一般化的设计要素、个体因素都会影响消费者对设计的审美体验,而审美体验会进一步通过溢出效应、感染效应和对比效应等方式影响产品性能感知、产品评价和购买意向.未来研究应解决已有研究结果间的矛盾并继续探索美学在消费者行为领域的理论和实践价值.     

环境亮度对食品消费决策的影响：食品安全感知的中介作用

本研究考察了环境亮度对食品消费决策的影响,揭示了其发生的心理机制及边界。实验1和实验2发现环境亮度正向影响消费者支付意愿。这一效应的内在机制是因为明亮环境使消费者产生更高的食品安全感知,进而增加其对食品的支付意愿。对产品认证标签的检验进一步验证了安全感知的中介作用 (实验2)。结果表明,当食品具有认证标签时,食品安全感知无法中介环境亮度对消费者支付意愿的影响。     

不只是“谈话疗法”：精神分析治疗中的非言语维度

精神分析治疗在很长一段时间里被视为“谈话疗法”,其治愈机制是将潜意识的内容意识化,语言解释在其中发挥关键作用。自20世纪末开始,越来越多分析师强调非言语交流在治疗中的作用。非言语交流不仅能够为咨访双方提供更丰富的交流形式,还能通过互动中的“相遇时刻”,实现对患者过去经验的重组,改变其有缺陷的内隐关系知晓。非言语交流和语言交流能够在治疗中发挥互补作用,未来的精神分析心理学要继续加强对非言语领域的研究。     

不只是“谈话疗法”：精神分析治疗中的非言语维度

精神分析治疗在很长一段时间里被视为“谈话疗法”,其治愈机制是将潜意识的内容意识化,语言解释在其中发挥关键作用。自20世纪末开始,越来越多分析师强调非言语交流在治疗中的作用。非言语交流不仅能够为咨访双方提供更丰富的交流形式,还能通过互动中的“相遇时刻”,实现对患者过去经验的重组,改变其有缺陷的内隐关系知晓。非言语交流和语言交流能够在治疗中发挥互补作用,未来的精神分析心理学要继续加强对非言语领域的研究。     

Infants’ behaviours elicit different verbal,nonverbal, and multimodal responses from caregivers during early play

Caregivers use a range of verbal and nonverbal behaviours when responding to their infants. Previous studies have typically focused on the role of the caregiver in providing verbal responses, while communication is inherently multimodal (involving audio and visual information) and bidirectional (exchange of information between infant and caregiver). In this paper, we present a comprehensive study of caregivers’ verbal, nonverbal, and multimodal responses to 10-month-old infants’ vocalisations and gestures during free play. A new coding scheme was used to annotate 2036 infant vocalisations and gestures of which 87.1 % received a caregiver response. Most caregiver responses were verbal, but 39.7 % of all responses were multimodal. We also examined whether different infant behaviours elicited different responses from caregivers. Infant bimodal (i.e., vocal-gestural combination) behaviours elicited high rates of verbal responses and high rates of multimodal responses, while infant gestures elicited high rates of nonverbal responses. We also found that the types of verbal and nonverbal responses differed as a function of infant behaviour. The results indicate that infants influence the rates and types of responses they receive from caregivers. When examining caregiver-child interactions, analysing caregivers’ verbal responses alone undermines the multimodal richness and bidirectionality of early communication.     

Verbal Communication,Nonverbal Communication,and Private Speech in Lower and Middle Socioeconomic Status Preschool Children

Three types of communication—verbal, nonverbal, and private speech—were investigated in 4- and 5-year-old children. Multiple analyses of variance (MANOVAs) without IQ controlled and multiple analyses of covariance (MANCOVAs) with IQ as a covariate were computed and followed by ANOVAs and ANCOVAs to determine the effects of sex, age, and socioeconomic status (SES) on each of these types of communication. The ANOVAs and the ANCOVAs yielded the same conclusions. Results indicated that age and SES, but not sex, influence the use of the three communication types. From age 4 to age 5, private speech decreased for middle SES children and remained the same for lower SES children. Although lower SES children had more nonverbal communication at both age levels than middle SES children, nonverbal communication decreased for middle SES children and increased for lower SES children between the ages of 4 and 5 years. Both lower and middle SES groups increased in verbal communication between the two ages. The middle SES 4-year-olds used more verbal communication than their lower SES counterparts, and the difference was maintained at age 5. Although IQ is related to verbal communication, statistically controlling for the effects of IQ did not change the conclusions.     

Verbal communication, nonverbal communication, and private speech in lower and middle socioeconomic status preschool children.

Three types of communication--verbal, nonverbal, and private speech--were investigated in 4- and 5-year-old children. Multiple analyses of variance (MANOVAs) without IQ controlled and multiple analyses of covariance (MANCOVAs) with IQ as a covariate were computed and followed by ANOVAs and ANCOVAs to determine the effects of sex, age, and socioeconomic status (SES) on each of these types of communication. The ANOVAs and the ANCOVAs yielded the same conclusions. Results indicated that age and SES, but not sex, influence the use of the three communication types. From age 4 to age 5, private speech decreased for middle SES children and remained the same for lower SES children. Although lower SES children had more nonverbal communication at both age levels than middle SES children, nonverbal communication decreased for middle SES children and increased for lower SES children between the ages of 4 and 5 years. Both lower and middle SES groups increased in verbal communication between the two ages. The middle SES 4-year-olds used more verbal communication than their lower SES counterparts, and the difference was maintained at age 5. Although IQ is related to verbal communication, statistically controlling for the effects of IQ did not change the conclusions.     

Determinants of Short-term Forgetting: Decay,Retroactive Interference,or Proactive Interference?

In two experiments short-term forgetting was investigated in a short-term cued recall task designed to examine proactive interference effects. Mixed modality study lists were tested at varying retention intervals using verbal and nonverbal distractor activities. When an interfering foil was read aloud and a target item read silently, strong PI effects were observed for both types of distractor activity. When the target was read aloud and followed by a verbal distractor activity, weak PI effects emerged. However, when a target item was read aloud and nonverbal distractor activity filled the retention interval, performance was immune to the effects of PI for at least 8 seconds. The results indicate that phonological representations of items read aloud still influence performance after 15 seconds of distractor activity.     

Typicality effects in artificial categories: is there a hemisphere difference?

In category classification tasks, typicality effects are usually found: accuracy and reaction time depend upon distance from a prototype. In this study, subjects learned either verbal or nonverbal dot pattern categories, followed by a lateralized classification task. Comparable typicality effects were found in both reaction time and accuracy across visual fields for both verbal and nonverbal categories. Both hemispheres appeared to use a similarity-to-prototype matching strategy in classification. This indicates that merely having a verbal label does not differentiate classification in the two hemispheres.     

Continuous executive function disruption interferes with application of an information integration categorization strategy

Category learning is often characterized as being supported by two separate learning systems. A verbal system learns rule-defined (RD) categories that can be described using a verbal rule and relies on executive functions (EFs) to learn via hypothesis testing. A nonverbal system learns non-rule-defined (NRD) categories that cannot be described by a verbal rule and uses automatic, procedural learning. The verbal system is dominant in that adults tend to use it during initial learning but may switch to the nonverbal system when the verbal system is unsuccessful. The nonverbal system has traditionally been thought to operate independently of EFs, but recent studies suggest that EFs may play a role in the nonverbal system—specifically, to facilitate the transition away from the verbal system. Accordingly, continuously interfering with EFs during the categorization process, so that EFs are never fully available to facilitate the transition, may be more detrimental to the nonverbal system than is temporary EF interference. Participants learned an NRD or an RD category while EFs were untaxed, taxed temporarily, or taxed continuously. When EFs were continuously taxed during NRD categorization, participants were less likely to use a nonverbal categorization strategy than when EFs were temporarily taxed, suggesting that when EFs were unavailable, the transition to the nonverbal system was hindered. For the verbal system, temporary and continuous interference had similar effects on categorization performance and on strategy use, illustrating that EFs play an important but different role in each of the category-learning systems.     

背景音乐对消费者的影响：音乐契合度的视角

音乐契合度指的是背景音乐与广告、消费环境及商品特征等消费要素的契合程度。背景音乐与消费要素的契合可以体现在音乐特性、社会隐义和文化意蕴三个方面,这些契合程度能够对消费者的认知、情绪和行为等方面产生影响。若背景音乐的音乐特性与消费要素之间存在较高契合度,则能够提升消费者的注意效果、加强对商品的记忆并提升购买意图;背景音乐的社会隐义也能与消费要素产生契合关系,两者之间的契合程度决定了消费者对品牌的态度、情绪状态、对商品的记忆和选择;背景音乐与消费要素在文化意蕴方面的高度契合则能够促进消费者对品牌的态度、提升购买意愿、促进购买行为。未来研究应探索背景音乐更多的结构属性,进一步挖掘背景音乐影响消费者的边界条件,突破现有理论探索更深入的理论机制,并进一步探索音乐契合对于消费者认知和情绪的影响效应及其影响机制。     

Child Compliance and Congruity between Verbal and Nonverbal Maternal Communication — A Methodological Note

This paper is a report of a study of congruity between verbal and nonverbal maternal communication with sons during two 30-minute sessions. The instructions to the mothers varied for the two sessions by increasing the time the mother was asked to spend on a brain teaser game and by decreasing the number of play materials available for the sons in the second session. The two sessions were videotaped through a one-way mirror and rated independently for maternal verbal and nonverbal communicaiton and child compliance. Mothers differed for the two sessions in their communication with their sons. The study demonstrated that maternal nonverbal communication, as well as verbal communication, can be reliably measured through use of videotape recording.