自我概念对两类怀旧广告诉求有效性的影响

在怀旧风潮盛行的大背景下, 怀旧广告日益受到了广告主的青睐。然而, 由于怀旧诉求未能正确匹配目标受众, 导致一些怀旧广告的无效甚至是起反面效果。基于此, 通过区分个人怀旧诉求和虚拟集体怀旧诉求, 并将其联结于消费者的两种自我概念形态(独立自我与互依自我), 经由两个实验探查了受众的自我概念形态对不同怀旧广告诉求的反应。实验一采用2(怀旧诉求：个人怀旧与虚拟集体怀旧)×2(自我概念：独立自我与互依自我)组间因子设计, 检验自我概念形态是否对个人怀旧诉求广告、虚拟集体怀旧诉求广告的效果起调节作用; 实验二通过对自我概念采用不一样的操控方式, 对认知反应进行更加有效的测量, 对同一被试接触到怀旧广告信息前后的品牌态度进行对比等, 重复检验了实验一的研究结果。实验结果显示：独立自我程度高的消费者往往偏好于个人怀旧诉求, 而互依自我程度高的消费者往往偏好于虚拟集体怀旧诉求。研究结果表明：怀旧虽是一项很好的广告题材, 但在具体应用时, 需要注意怀旧诉求与目标受众的匹配性。本研究拓展了自我概念这一重要心理变量在怀旧广告领域的应用; 同时, 论文研究结果对于怀旧营销、跨文化营销也有一定的启示意义。     

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 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.     

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.     

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.     

Heartwarming memories: Nostalgia maintains physiological comfort

Nostalgia, a sentimental longing or wistful affection for the past, is a predominantly positive and social emotion. Recent evidence suggests that nostalgia maintains psychological comfort. Here, we propose, and document in five methodologically diverse studies, a broader homeostatic function for nostalgia that also encompasses the maintenance of physiological comfort. We show that nostalgia--an emotion with a strong connotation of warmth--is triggered by coldness. Participants reported stronger nostalgia on colder (vs. warmer) days and in a cold (vs. neutral or warm) room. Nostalgia, in turn, modulates the interoceptive feeling of temperature. Higher levels of music-evoked nostalgia predicted increased physical warmth, and participants who recalled a nostalgic (vs. ordinary autobiographical) event perceived ambient temperature as higher. Finally, and consistent with the close central nervous system integration of temperature and pain sensations, participants who recalled a nostalgic (vs. ordinary autobiographical) event evinced greater tolerance to noxious cold.     

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。     

Jonah: A Fantasy of Flight

This paper “Nostalgia” has two distinct parts: One, accounting for nostalgia, by pointing out a systematic distortion in cases of nostalgic memories—idealizing the past and presenting it as a sentimental realm of pure innocence. This distortion typifies kitsch morality, morality guided by sentimentality that can easily turn into brutality. For attacking the innocent seems to justify any brutality in return. Two, an account of what is an ethics of memory, claiming that memory as the case of nostalgia suggests is a fertile ground for ethical discourse, which is different from the politics of memory.     

"Heartwarming memories: Nostalgia maintains physiological comfort": Correction to Zhou et al. (2012)

Reports an error in "Heartwarming Memories: Nostalgia Maintains Physiological Comfort" by Xinyue Zhou, Tim Wildschut, Constantine Sedikides, Xiaoxi Chen and Ad J. J. M. Vingerhoets (Emotion, Advanced Online Publication, Mar 5, 2012, np). In the article, the last sentence was incorrect. The corrected sentence is provided in the erratum. (The following abstract of the original article appeared in record 2012-05385-001.) Nostalgia, a sentimental longing or wistful affection for the past, is a predominantly positive and social emotion. Recent evidence suggests that nostalgia maintains psychological comfort. Here, we propose, and document in five methodologically diverse studies, a broader homeostatic function for nostalgia that also encompasses the maintenance of physiological comfort. We show that nostalgia-an emotion with a strong connotation of warmth-is triggered by coldness. Participants reported stronger nostalgia on colder (vs. warmer) days and in a cold (vs. neutral or warm) room. Nostalgia, in turn, modulates the interoceptive feeling of temperature. Higher levels of music-evoked nostalgia predicted increased physical warmth, and participants who recalled a nostalgic (vs. ordinary autobiographical) event perceived ambient temperature as higher. Finally, and consistent with the close central nervous system integration of temperature and pain sensations, participants who recalled a nostalgic (vs. ordinary autobiographical) event evinced greater tolerance to noxious cold. (PsycINFO Database Record (c) 2012 APA, all rights reserved).     

Nostalgia and lost identity

Nostalgia for the Soviet Union is a major social phenomenon in Russia today due to the irrevocable losses of the recent past in which Soviet citizens involuntarily became immigrants in their own country. With reference to discussions of nostalgia in philosophical and psychoanalytic literature, I suggest that nostalgia may represent either a defensive regression to the past or a progressive striving for wholeness through re‐connecting with what has been lost in the service of a greater integration. I compare this with the processes of adaptation seen in immigrants and provide a clinical illustration of a young man coming to terms with loss and change in the post‐Soviet era. When nostalgia is recognized as a legitimate emotional experience it may facilitate mourning and enable the integration of the past with the present and the development of a new identity.     

Nostalgia,reflection, brooding: Psychological benefits and autobiographical memory functions

We sought to clarify the psychological profile of experimentally induced nostalgia, compared to two other modes of thinking about one’s past—reflection and brooding—also experimentally induced. We tested both British and Chinese participants. Our main hypothesis was that nostalgia’s profile is more positive in terms of six psychological benefits and seven autobiographical memory functions. The results were consistent with the hypothesis. In regard to psychological benefits, nostalgia (vs. reflection and brooding) increased positive affect, self-esteem, self-continuity, social connectedness, and meaning in life. Furthermore, nostalgia increased optimism relative to brooding (but not reflection). In regard to autobiographical memory functions, nostalgia (vs. reflection and brooding) led to higher boredom reduction, conversation, intimacy maintenance, and death preparation, as well as lower bitterness revival. Nostalgia also elevated teach/inform relative to brooding (but not reflection). The findings were similar for British and Chinese participants.     

Autobiographical memory functions of nostalgia in comparison to rumination and counterfactual thinking: similarity and uniqueness

We compared and contrasted nostalgia with rumination and counterfactual thinking in terms of their autobiographical memory functions. Specifically, we assessed individual differences in nostalgia, rumination, and counterfactual thinking, which we then linked to self-reported functions or uses of autobiographical memory (Self-Regard, Boredom Reduction, Death Preparation, Intimacy Maintenance, Conversation, Teach/Inform, and Bitterness Revival). We tested which memory functions are shared and which are uniquely linked to nostalgia. The commonality among nostalgia, rumination, and counterfactual thinking resides in their shared positive associations with all memory functions: individuals who evinced a stronger propensity towards past-oriented thought (as manifested in nostalgia, rumination, and counterfactual thinking) reported greater overall recruitment of memories in the service of present functioning. The uniqueness of nostalgia resides in its comparatively strong positive associations with Intimacy Maintenance, Teach/Inform, and Self-Regard and weak association with Bitterness Revival. In all, nostalgia possesses a more positive functional signature than do rumination and counterfactual thinking.     

怀旧心理研究述评

怀旧是一种思念过去时复杂的情绪状态, 它既可以是正面的, 也可以是负面的, 还可以是苦乐参半的。可以从社会、文化等不同角度对怀旧进行分类。怀旧具有储藏正性情绪、维持和提高自我的积极性、增强社会联系、使人具有存在感、统一自我等功能。目前, 对怀旧的研究主要采用内容分析法、问卷法和实验法。已有一些研究成果应用于市场营销、旅游开发以及心理咨询和治疗方面。根据我国的社会、文化、历史特点深入开展怀旧的理论和应用研究是很有必要的。     

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.     

The psychopathology of nostalgia

Nostalgia is distinguished from depression, of which it was originally considered a variant. It is described as a pleasurable affect involving warm memories of the past. For nostalgia to be normal, it must contain a depressive component that is related to the recognition that the past is irrevocable. In its pathological form, the mood contains only the elated aspects without the acceptance of loss, or what could be described as bittersweet sentiment. The pathological form serves mainly denial and functions like a screen affect. I have attempted to show how particular developments play a role in pathological nostalgia, namely, screen affects, ego ideal formation, and rescue and family romance fantasies. The patients that were described enlisted their nostalgic pursuits as a way of remaining close to the past. These pursuits served both a defensive function, as a way of avoiding the humiliation of oedipal and later defeats, as well as offering them instinctual gratification through fantasy.     

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 ).     

Two routes toward optimism: how agentic and communal themes in autobiographical memories guide optimism for the future

Autobiographical memories are particularly adaptive because they function not only to preserve the past, but also to direct our future thoughts and behaviours. Two studies were conducted to examine how communal and agentic themes of positive autobiographical memories differentially predicted the route from autobiographical memories to optimism for the future. Across two studies, results revealed that the degree to which participants focused on communal themes in their autobiographical memories predicted their experience of nostalgia. In turn, the experience of nostalgia increased participants’ levels of self-esteem and in turn, optimism for the future. By contrast, the degree to which participants focused on agentic themes in their memories predicted self-esteem and optimism, operating outside the experience of nostalgia. These effects remained even after controlling for self-focused attention. Together, these studies provide greater understanding of the interrelations among autobiographical memory, self-concept, and time, and demonstrate how agency and communion operate to influence perceptions of one’s future when thinking about the past.     

A Partnership for the Ages

Burke suggests that we should view society as a partnership between the past, the present, and the future. I defend this idea by outlining how we can understand the interests of the past and future people and the obligations that they have towards each other. I argue that we have forward-looking obligations to leave the world a decent place and backward-looking obligations to respect the legacy of the past. The latter obligation requires an understanding of the role that traditions and meta-traditions should (and should not) play in tying together societies—especially national societies—over time.     

Being Emotional about the Past: On the Nature and Role of Past‐Directed Emotions*

We sometimes experience emotions which are directed at past events (or situations) which we witnessed at the time when they occurred (or obtained). The present paper explores the role which such “autobiographically past‐directed emotions” (or “APD‐emotions”) play in a subject's mental life. A defender of the “Memory‐Claim” holds that an APD‐emotion is a memory, namely a memory of the emotion which the subject experienced at the time when the event originally occurred (or the situation obtained) towards which the APD‐emotion is directed. On this view, APD‐emotions might play an important role in our acquiring knowledge about our own past emotions, which renders the view rather attractive. However, as I show in the present paper, none of the various possible versions of the Memory‐Claim are tenable. This leaves us with the “Universal‐New‐Emotion‐Claim”, according to which all APD‐emotions are new emotional responses to the past events (or situations) towards which the relevant APD‐emotions are directed. Further consideration of the “Universal‐New‐Emotion‐Claim” shows that while APD‐emotions do not play the epistemological role they could have played had some version of the Memory‐Claim turned out to be true, a subject's APD‐emotions nevertheless do play a vital role in a subject's mental life: they help the subject to develop a balanced sense of self.     

Is memory for remembering? Recollection as a form of episodic hypothetical thinking

Misremembering is a systematic and ordinary occurrence in our daily lives. Since it is commonly assumed that the function of memory is to remember the past, misremembering is typically thought to happen because our memory system malfunctions. In this paper I argue that not all cases of misremembering are due to failures in our memory system. In particular, I argue that many ordinary cases of misremembering should not be seen as instances of memory’s malfunction, but rather as the normal result of a larger cognitive system that performs a different function, and for which remembering is just one operation. Building upon extant psychological and neuroscientific evidence, I offer a picture of memory as an integral part of a larger system that supports not only thinking of what was the case and what potentially could be the case, but also what could have been the case. More precisely, I claim that remembering is a particular operation of a cognitive system that permits the flexible recombination of different components of encoded traces into representations of possible past events that might or might not have occurred, in the service of constructing mental simulations of possible future events. So that imagination and memory are but one thing, which for diverse considerations hath diverse names. Thomas Hobbes, Leviathan 1.2.