情节模拟对预期伴侣反应性及依恋安全感的影响

当依恋对象不在身边时, 个体可以通过内部表征的方式通达依恋对象的可得与反应性, 获得依恋安全感。然而, 现有研究对内部表征通达途径的考察忽略了情节模拟的作用。该研究采用实验组控制组前后测设计, 考察是否可以通过依恋相关的情节模拟通达依恋对象的可得与反应性, 帮助个体获得依恋安全感。研究招募正处于恋爱关系中且恋爱时长超过6个月的大学生46名。前测评定依恋相关的困境情境; 3天后实验组被试进行依恋相关的情节模拟任务, 控制组被试进行情境结果的撰写任务, 并再次对情境进行评定。结果发现, 相比于控制组, 情节模拟组预期伴侣的反应性和依恋安全感有更大提升。以上的研究结果表明, 依恋相关的情节模拟可以通达伴侣可得与反应性并帮助个体获得依恋安全感。     

风险决策框架下的求助意愿：依恋的调节作用

基于风险决策框架探讨情境紧急性和依恋类型对个体求助意愿的影响,通过亲密关系经历量表区分安全依恋和不安全依恋被试,考察他们在不同情境条件下的求助意愿及风险偏好。结果发现:(1)个体在紧急情境下的求助意愿显著高于一般情境下的求助意愿,安全依恋个体的求助意愿显著高于不安全依恋个体的求助意愿;(2)依恋安全调节情境紧急性对求助意愿的影响,安全依恋个体在一般和紧急情境下均表现为风险规避型求助,不安全依恋个体在一般情境下表现为风险规避型求助,在紧急情境下则表现为风险寻求型求助。这表明,情境越紧急,个体的求助意愿越高,且依恋安全调节个体求助方式的风险倾向。     

依恋相关情景模拟对成人依恋安全感的影响

依恋的可塑性是成人依恋领域研究的重要主题,而探究依恋的可塑性首先需要了解依恋安全感是如何获得的。依恋控制系统模型指出,个体可以通过内部表征的方式通达依恋安全感。现有研究中常常将安全基地脚本作为这种内部表征方式,但忽视了另一种内部表征形式,即依恋相关情景模拟。先前有几项研究提出并证实了依恋相关情景模拟这一新的依恋安全感通达路径,但尚未回答：这一新的通达路径与已有路径相比有何特异性？其作用机制是什么？以及如何基于此进行特质依恋安全干预？本课题将通过3项研究来对这些问题进行考察：研究1考察依恋相关情景模拟对依恋安全感的影响及其特异性;研究2从依恋相关情景模拟的内容和加工过程的角度考察其对依恋安全感的影响机制;研究3采用自然语言处理技术开发依恋相关情景模拟分类方法,并将其用于特质依恋安全干预。本课题将补充依恋控制系统模型的内容,能够解释依恋系统的情境灵活性,并为理解依恋的可塑性及进行依恋安全的干预带来启发。     

不安全依恋者注意偏向的形成机制及神经基础

不安全依恋者的注意偏向是指依恋焦虑和回避个体对依恋信息产生或趋近或回避的注意偏好, 这一注意偏好使得个体形成了处理与依恋对象关系的特殊认知机制：依恋回避个体偏好采用防御性机制, 倾向于回避对依恋信息的注意; 依恋焦虑个体偏好采用夸大性机制, 倾向于夸大威胁性信息, 因而会积极寻求与依恋对象的亲近。不安全依恋者注意偏向的差异主要体现在情绪信息、痛觉感受和工作记忆三个方面; 加工阶段特征主要涉及P1、N1波等代表的注意自动加工和LPP波代表的注意控制加工; 脑网络上主要包括两个子网络, 即负责情绪评估的边缘系统和负责情绪调节的以前额叶为代表的神经网络。未来研究中更应该关注刺激物的生态效度, 检验依恋系统是否激活, 不安全依恋者注意偏向的自动加工和控制加工阶段的关系, 不安全依恋者注意偏向产生的分子遗传机制以及注意偏向的跨文化研究。     

环境无序性对消费者多样化寻求的影响及作用机制

在日常生活和购物环境中, 混乱无序无处不在。然而, 关于环境无序性对消费者产品选择行为的影响研究却十分有限, 本文试图填补这一不足。具体而言, 本文创新性地提出环境无序性与多样化寻求行为之间存在着因果关系, 且自我效能威胁和未来偏好不确定感在其中发挥链式中介作用。通过1个预实验和4个实验, 本文发现无论在真实环境、线下购物环境、工作环境, 还是线上产品陈列情境下, 环境无序性均可提升多样化寻求行为; 无序的环境会对消费者的自我效能产生威胁, 进而增强其对未来产品偏好的不确定性感知, 最终促使其通过增加多样化寻求行为来应对未来可能变化的产品偏好。     

消费者何时愿意选择与规避群体关联的品牌?

消费者何时愿意选择与规避群体关联的品牌?规避群体对消费者的影响机制还需要进一步研究。基于心理逆反理论, 本文通过3个实验探讨自由威胁对消费者选择与规避群体关联的品牌的影响。结果发现, 当消费者感知到高自由威胁时, 选择与规避群体关联的品牌的意愿较高, 心理逆反发挥中介作用, 叙事和自尊水平对上述影响关系具有调节作用。叙事性的信息使得被试因自由威胁所产生的心理逆反降低, 从而对与规避群体关联的品牌的选择意愿降低。对于高自尊的个体, 在高自由威胁时更愿意选择与规避群体关联的品牌; 而对于低自尊的个体, 在高/低自由威胁情况下对规避群体关联的品牌的偏好无显著差异。本文探讨了自由威胁对消费者品牌偏好的影响, 丰富了规避群体和品牌选择的研究; 验证了心理逆反在自由威胁与规避群体关联品牌偏好之间的中介作用, 深化了心理逆反理论。本文对企业在保留现有客户群的基础上, 如何吸引外群体消费者具有一定的指导价值。     

心理不安全状态下决策者的风险偏好

心理不安全感是指人们对可能遭受的伤害与威胁的担忧与焦虑。当下, 许多个体都是在心理不安全的状态下进行决策。对于心理不安全状态下的风险偏好规律, 现有研究得到了矛盾的结果。此外, 心理安全感对风险偏好的作用机制尚不明确。本研究聚焦心理安全感对风险偏好的影响, 考察心理安全感的补偿机制在其中的中介作用, 并探讨选项分布情况在其中的调节作用, 以此揭示心理安全感为何及如何作用于风险偏好。研究结果将有助于明确决策者在心理不安全状态下的风险偏好规律, 从而完善现有的风险决策理论。同时, 为公共管理政策制定提供科学依据。     

心理学视角看“依恋”

依恋在个人成长、成熟中的重要作用越来越受到人们的重视。那么心理学上如何界定依恋呢?依恋的类型有哪些?安全依恋如何培养?如果是不安全依恋,又该如何疗愈呢?依恋是什么?依恋最开始是指儿童在感觉到危险或威胁时,向感觉亲密的特定对象寻求亲近的生物性本能反应,后来概念适用范围逐渐扩大,多用于指各个年龄阶段的个体与依恋对象之间的情感连结。     

个体依恋特征的二重性：特质性依恋与状态性依恋

传统依恋理论认为个体依恋心理和行为模式具有相对稳定性, 但无论在信息加工还是个体发展过程中, 个体依恋模式均表现出二重性, 即既具有相对稳定性, 又具有情境敏感性。个体在情境中所表现出的依恋模式是个体相对稳定的特质性依恋和情境特征相互作用的结果。依恋启动研究中特质性依恋特征与依恋启动效应之间的交互作用模式为理解依恋二重特征及其关系提供了窗口。依恋系统激活的两阶段模型为整合和解释这些相互作用模式提供了框架。未来研究应优化依恋二重特征关系研究中启动效应的操作检验, 考虑依恋焦虑和回避维度的交互作用, 关注高焦虑群体内的依恋差异, 以理析依恋二重特征之间的相互作用方式, 同时关注依恋策略影响依恋启动效应的时间进程, 探究依恋二重特征相互作用的机制。     

安全依恋启动影响社会行为：方法、效果与机制

阈上或者阈下的安全依恋启动可以使个体获得暂时的依恋安全感,并对个体的社会行为产生显著的影响。这种影响主要表现在个体会表现出更多的亲社会行为、揭露行为以及更少的欺骗、歧视行为和道德脱离行为。这可能是因为启动激活的依恋安全感迁移至外显行为。脑神经活动是迁移顺利发生的生理基础。今后的研究可以设置更具生态效度的实验条件,以其它社会行为为研究对象,或者结合当前研究提出的迁移视角,进一步探索安全依恋启动对社会行为的影响。     

萌萌哒还是古灵精怪?奢侈品品牌可爱风格对消费者偏好的影响

奢侈品品牌热衷于使用可爱风格与消费者进行互动。本文以理想自我理论为基础,通过4个实验探索奢侈品品牌可爱风格类型对消费者偏好的影响机制和边界条件。实验1表明奢侈品品牌的可爱风格(婴儿图式/古灵精怪)会显著地影响消费者的品牌偏好,验证了主效应的因果链模型。实验2进一步明确了主效应的边界,结果表明品牌可爱风格对消费者偏好的影响只在奢侈品品牌的情境下才存在。实验3探索了自我监控水平对主效应的调节作用,发现对于低自我监控的个体,奢侈品品牌的可爱风格难以有效地影响品牌偏好。实验4分析了个体发展阶段对主效应的调节作用,结果表明对于成年期个体,古灵精怪可爱风格比婴儿图式可爱风格更能提高个体的奢侈品品牌偏好,对于童年期个体,婴儿图式可爱风格比古灵精怪可爱风格更易获得青睐。     

萌萌哒还是古灵精怪?奢侈品品牌可爱风格对消费者偏好的影响

奢侈品品牌热衷于使用可爱风格与消费者进行互动。本文以理想自我理论为基础,通过4个实验探索奢侈品品牌可爱风格类型对消费者偏好的影响机制和边界条件。实验1表明奢侈品品牌的可爱风格(婴儿图式/古灵精怪)会显著地影响消费者的品牌偏好,验证了主效应的因果链模型。实验2进一步明确了主效应的边界,结果表明品牌可爱风格对消费者偏好的影响只在奢侈品品牌的情境下才存在。实验3探索了自我监控水平对主效应的调节作用,发现对于低自我监控的个体,奢侈品品牌的可爱风格难以有效地影响品牌偏好。实验4分析了个体发展阶段对主效应的调节作用,结果表明对于成年期个体,古灵精怪可爱风格比婴儿图式可爱风格更能提高个体的奢侈品品牌偏好,对于童年期个体,婴儿图式可爱风格比古灵精怪可爱风格更易获得青睐。     

“一”人代言的魅力：品牌代言人数如何影响消费者的品牌态度

有的品牌仅邀请一位名人代言, 而有的品牌由多位名人代言, 那么一人代言还是多人代言会更有效?为了回答该问题, 研究基于形象转移视角和单人积极偏差, 深入探究了品牌代言人数因素(一位代言人vs.多位代言人)对品牌态度的影响机制和边界条件。研究发现：相比品牌多人代言, 品牌单人代言使消费者的品牌态度更高。原因在于消费者与一位(vs.多位)品牌代言人的自我-品牌联结更紧密, 进而促进品牌态度。该品牌代言人效应仅局限于象征型产品, 而对于非身份象征型产品, 品牌单人代言(vs.品牌多人代言)对品牌态度无显著差异。此外, 当多位品牌代言人为一个团体时, 品牌代言人数效应将被逆转, 即品牌多人代言(vs.品牌单人代言)对品牌态度的影响更高。     

When a threat to the brand is a threat to the self: the importance of brand identification and implicit self-esteem in predicting defensiveness

This research examines how people respond when a commercial brand they identify with is threatened. Across four studies, the authors found that among participants who identified with a brand, a threat to the brand elicited the same responses as a threat to the self. Specifically, participants with low implicit self-esteem defended the brand when the self was activated, unlike their high implicit self-esteem counterparts. In addition, brand defense was reduced when individuals had the opportunity to affirm a valued aspect of their self-concept. These findings suggest that when a brand that people identify with is threatened, they may defend the brand to preserve the integrity of the self. More broadly, these findings are consistent with the notion that brands may be included into the extended self-concept, which supports William James's original ideas concerning the breadth and heterogeneity of the self.     

Cultural Meanings of Brands and Consumption: A Window into the Cultural Psychology of Globalization

With globalization, the number of individuals with knowledge about multiple cultures is on the rise. This article illustrates how studying consumer reactions to brands that are loaded with cultural meanings can contribute to developing a cultural psychology of globalization. Our review demonstrates that brands can be considered cultural ‘products’– they are tangible, public representations of meanings and ideas shared in a culture. As such, incidental exposure to culturally symbolic brands can spontaneously evoke its attendant cultural meanings and trigger culturally appropriate behavioral decisions. Because globalization makes these brands readily available in diverse cultural contexts, consumer reactions to culturally symbolic brands often reflect people’s views about the cultural effects of globalization. Consumers would respond favorably to these brands when the associated cultural meanings reinforce the consumers’ cultural identity. In contrast, consumers would react negatively toward these brands when they are perceived to be a threat to the local culture. We identify the factors that promote one type of reaction over the other, and discuss how this line of research can further contribute to building a cultural psychology of globalization.     

Consumer responses to brand elimination: An attributional perspective

While research on innovation and new product development abounds in the literature, studies on firms deleting brands from their portfolio are virtually non-existent. This paper provides a pioneering examination of how brand elimination might influence consumer evaluations of the firm. As compared to a widely-held belief that brand elimination would adversely affect firm image, we propose that in situations where brand elimination can be viewed as the firm's effort to improve performance, consumers will rate this action favorably, with concomitant outcomes relating to firm evaluation. These ideas are supported in three studies. Study 1 finds that elimination targeting a weak (vs. strong) brand is more likely to be associated with eliminate-to-improve attributions, and consequently, more favorable evaluations. Study 2 shows that explanations provided by the firm (as against explanations generated internally by the consumers) help consumers make positive attributions for elimination targeting a strong brand, but lower evaluations when a weak brand is being eliminated. Study 3 establishes that loyal consumers are more likely to assess the applicability of an ‘eliminate-to-improve’ attribution and give favorable evaluations only when the eliminated brand is weak. Non-loyal consumers in general respond favorably to the elimination, regardless of brand strength. Future directions for brand elimination research are discussed.     

You Are What They Eat: The Influence of Reference Groups on Consumers’ Connections to Brands

The set of associations consumers have about a brand is an important component of brand equity. In this article, we focus on reference groups as a source of brand associations, which can be linked to one's mental representation of self to meet self‐verification or self‐enhancement goals. We conceptualize this linkage at an aggregate level in terms of self‐brand connections, that is, the extent to which individuals have incorporated a brand into their self‐concept. In 2 studies, we show that brands used by member groups and aspiration groups can become connected to consumers’ mental representation of self as they use these brands to define and create their self‐concepts. Results from Experiment 1 show that the degree to which member group and aspiration group usage influences individual self‐brand connections is contingent on the degree to which the individual belongs to a member group or wishes to belong to an aspiration group. In Experiment 2, we found that for individuals with self‐enhancement goals, aspiration group brand use has a greater impact on self‐brand connections; for individuals with self‐verification goals, on the other hand, member group use has a greater impact.     

Consumers' perceptions of the dimensions of brand personality

Brand personality (human‐like characteristics of a brand) has been a popular topic in the marketing literature for over 50 years. However, there is a lack of consumer‐focused studies investigating what factors shape perceptions of brand personality. To address this gap, the purpose of the current study is to understand how consumers form their perceptions of the different dimensions of brand personality identified in Aaker's scale (sincerity, excitement, competence, sophistication and ruggedness), and what product or brand characteristics influence these perceptions. Sixty‐six interviews were conducted with graduate students, who were asked to discuss which brands reflected the specific dimensions of brand personality in Aaker's scale. As a result, we identify the kinds of brands consumers perceive as typical for each personality dimension, discover their common characteristics and explain the reasons why some brands are strongly associated with a particular dimension and some are not. Our findings indicate that specific brand personality dimensions are associated with particular product categories. However, brands mentioned as strong on respective personality dimensions share commonalities beyond just a product category. For instance, sincere brands share family‐related associations and high morals, exciting brands offer consumers the opportunity to experience exciting feelings and are related to special ‘exciting’ occasions, competent brands are mostly associated with expertise and quality, sophisticated brands are usually of feminine nature, whereas rugged brands are of masculine nature. Moreover, we find that brands which consumers perceive as lacking on a particular personality dimension also share common attributes. Copyright © 2011 John Wiley & Sons, Ltd.     

Did They Earn It? Observing Unearned Luxury Consumption Decreases Brand Attitude When Observers Value Fairness

People frequently observe others’ consumption, making inferences about both the consumer and the consumed brands. Although these observations are often beneficial for brands, this research demonstrates that observing luxury brand consumers whose consumption arose from unearned (vs. earned) financial resources reduces observers’ brand attitudes when observers place a high value on fairness. When fairness values are high, observers do not perceive luxury brand consumers who use unearned (vs. earned) consumption resources as prestigious, and in turn, lower prestige perceptions adversely affect observers’ brand evaluations for luxury brands. Consistent with our theorizing regarding the signaling of prestige, the joint effect of consumers’ consumption resources and observers’ fairness values on observers’ brand attitudes does not hold for nonluxury brands, which are not associated with prestige and thereby are not denigrated when the consumer is not perceived as prestigious. This research sheds light on the role of moral values in marketplace judgments of luxury consumption and brand attitude by considering the influence of consumption resources on observers’ judgments.     

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.