空间距离与产品属性对消费者选择偏好的影响

通过两个实验检验空间距离如何影响消费者选择偏好。实验一中,产品与消费者之间的空间距离不影响他们对不可匹配属性更优产品的偏好。实验二中,两种产品之间的空间距离与产品属性交互作用影响了消费者的选择偏好,使他们在两产品之间空间距离远时比近时更偏好不可匹配属性更优产品。两种不同类型的空间距离对消费者选择偏好的影响是不同的。强调两产品之间的空间距离远,会影响消费者在选择过程中对不可匹配属性的使用。     

空间距离与产品属性对消费者选择偏好的影响

通过两个实验检验空间距离如何影响消费者选择偏好。实验一中,产品与消费者之间的空间距离不影响他们对不可匹配属性更优产品的偏好。实验二中,两种产品之间的空间距离与产品属性交互作用影响了消费者的选择偏好,使他们在两产品之间空间距离远时比近时更偏好不可匹配属性更优产品。两种不同类型的空间距离对消费者选择偏好的影响是不同的。强调两产品之间的空间距离远,会影响消费者在选择过程中对不可匹配属性的使用。     

无图无真相？图片和文字网络评论对服务产品消费者态度的影响

图片和文字是网络评论的两种主要形式.该研究以酒店产品为例,通过两个实验考察了图片和文字网络评论在不同时间距离和社会距离情境下对服务产品消费者态度的影响.实验一结果表明,远期消费者产品态度受到文字评论影响更大;而近期消费者受到图片评论的影响更大.实验二结果表明,与评论者社会距离远的消费者态度受到文字评论的影响更大;与评论者社会距离近的消费者受图片评论的影响更大.最后,提出了管理建议.     

质量还是价格?折衷产品缺货情境下的消费者选择

基于情境效应和决策冲突理论, 通过三个实验探讨折衷产品选项的不可得如何影响消费者对余下可得产品的偏好。研究结果表明, 折衷商品不可得对余下商品的吸引力呈现非对称性的影响。以质量和价格产品属性的购买情境为例, 中等价格中等质量商品的不可得将显著提升低价格商品的吸引力(实验1), 其原因在于折衷方案不可得显著提高了消费者的决策冲突, 高水平的决策冲突导致决策者偏好具有确定性优势的选项, 规避优势存在模糊性的选项。随着质量属性模糊性的降低(提供专家评价, 实验2; 消费者专业知识较强, 实验3)或提高(质量存在波动范围, 实验2), 折衷商品不可得效应相应减弱或加强。     

心理距离对大学生职业决策偏好的影响

职业决策对大学生职业生涯发展具有重要意义。心理距离作为个体决策的重要影响因素之一,是否也影响着大学生的职业决策偏好？研究通过4个实验,采用2（心理距离：远、近）*2（性别：男、女）混合实验设计,以大学生为研究对象,探讨了心理距离（空间距离、时间距离、社会距离、假设性）和性别对职业决策偏好的影响。研究发现：(1)大学生在心理距离远的情境下更偏好选择稳定、职业声望高的职业;在心理距离近的情境下更偏好选择薪资高、专业对口的职业。（2）空间距离、时间距离、社会距离近的情境下,男大学生比女大学生更偏好选择薪资高、专业对口的职业。     

自我差异对消费者产品属性选择偏好的影响

自我是一个人所持有的关于自我特征的信念,不同的理想和现实自我差异可能带来不同的消费选择。本研究以在校大学生作为被试,通过阅读不同的理想与现实自我材料,启动被试的理想与现实的自我差异,考察其对消费者产品属性选择偏好的影响。结果发现：现实与理想自我差异小的被试,更偏好享乐属性强的产品;现实与理想自我差异大的被试,更偏好功能属性强的产品。     

决策过程中的调节匹配效应及其机制

以大学生为被试,运用实验法探讨了决策过程中调节定向与信息搜索模式之间的匹配效应及其机制。结果显示：(1) 促进定向组被试决策时更偏好基于属性的信息搜索模式,而预防定向组被试决策时更偏好基于选项的信息搜索模式;(2)当两种调节定向组被试分别使用各自所偏好的信息搜索模式制定决策时,达成了调节匹配,相比调节不匹配,这种匹配使被试对其所做选择给出了更积极的评价,即出现了调节匹配效应;(3)加工流畅性可以部分地解释这种调节匹配效应。     

思维聚焦对发展型文化消费产品购买意愿的影响

本研究探析了消费者的思维聚焦（过程聚焦/结果聚焦）对发展型文化消费产品购买意愿的影响,发现结果聚焦的消费者比过程聚焦的消费者对发展型文化消费产品的购买意愿更强烈。同时,时间距离对这一效应存在调节作用,即时间距离远时,这一效应显著;时间距离近时,思维聚焦对发展型文化消费产品的购买意愿没有显著影响。此外,本研究进一步考察了时间距离较远时,消费者的未来时间洞察力部分中介了思维聚焦对发展型文化消费产品的购买意愿。     

心理距离对判断预测中的趋势阻尼的影响

三个实验考察了不同心理距离（空间、社会、时间）和序列特征（趋势和发展速度）对判断预测中的趋势阻尼的影响。结果发现,当个体对人工时间序列做出预测时,会出现趋势阻尼;下降序列的阻尼大于上升序列,序列发展速度越快阻尼越大;不同心理距离对趋势阻尼的影响不一致,空间距离对趋势阻尼的影响不显著,为他人预测时的阻尼小于为自己预测,时间距离远时的阻尼大于时间距离近。     

平滑运动条件下的图形颜色及形状加工特性的研究

本研究对在运动图形识别过程中,有关图形的不同特征（颜色、形状等）的加工特性、方向性效应以及不同空间位置（或时间间隔）对图形识别的影响了探讨。结果发现,视觉系统在运动信息加工时,对目标的不同特征的加工存在不均衡性,加工的难度有差异。颜色的加工难度要比形状的加工难度小。视觉系统对不同运动方向上的图形匹配反应特性也存在差异,图形匹配过程受时间或距离因素的影响,匹配的反应时随着两个比较图形之间的空间距离的增加而减少。     

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。     

听障和听力正常人群空间主导性和空间参照框架的交互作用

通过要求被试分别在近处空间和远处空间完成空间参照框架的判断任务, 考察了听障和听力正常人群空间主导性和空间参照框架的交互作用。结果表明：(1)相对于听力正常人群, 听障人群完成自我参照框架判断任务的反应时更长, 而在完成环境参照框架判断任务无显著差异; (2)听障人群和听力正常人群空间主导性和空间参照框架交互作用呈现出相反模式。研究表明, 听障人群在听力功能受损后, 其空间主导性和空间参照框架的交互作用也产生了变化。     

The relationship between allocentric and egocentric frames of reference and categorical and coordinate spatial information processing

We report two experiments on the relationship between allocentric/egocentric frames of reference and categorical/coordinate spatial relations. Jager and Postma (2003) suggest two theoretical possibilities about their relationship: categorical judgements are better when combined with an allocentric reference frame and coordinate judgements with an egocentric reference frame (interaction hypothesis); allocentric/egocentric and categorical/coordinate form independent dimensions (independence hypothesis). Participants saw stimuli comprising two vertical bars (targets), one above and the other below a horizontal bar. They had to judge whether the targets appeared on the same side (categorical) or at the same distance (coordinate) with respect either to their body-midline (egocentric) or to the centre of the horizontal bar (allocentric). The results from Experiment 1 showed a facilitation in the allocentric and categorical conditions. In line with the independence hypothesis, no interaction effect emerged. To see whether the results were affected by the visual salience of the stimuli, in Experiment 2 the luminance of the horizontal bar was reduced. As a consequence, a significant interaction effect emerged indicating that categorical judgements were more accurate than coordinate ones, and especially so in the allocentric condition. Furthermore, egocentric judgements were as accurate as allocentric ones with a specific improvement when combined with coordinate spatial relations. The data from Experiment 2 showed that the visual salience of stimuli affected the relationship between allocentric/egocentric and categorical/coordinate dimensions. This suggests that the emergence of a selective interaction between the two dimensions may be modulated by the characteristics of the task.     

时间距离与大学生自我-品牌联结的价值偏好——基于解释水平的研究

自我-品牌联结指消费者使用品牌构建、强化和表达自我的程度。本文试图通过未来时间距离下自我品牌价值偏好的研究,揭示出大学生消费价值观的发展变化。实验1通过操纵时间距离揭示了大学生消费价值观的变化,结果表明：在近期时间距离下,大学生功能性价值的自我-品牌联结强于象征性价值,在未来时间距离下,象征性价值则强于功能性价值。实验2通过操纵成败反馈情景启动自我认知探讨了其发生机制,结果表明：在积极反馈情境下,随着时间距离延伸,大学生象征性价值的自我品牌联结逐渐强于功能性价值;而在消极反馈情景下无论近期还是远期,功能性价值一直强于象征性价值。结论：随着时间距离延伸,大学生消费价值观从实用主义过渡到理想主义,其机制是积极自我认知偏向的启动。     

The relationship between allocentric and egocentric frames of reference and categorical and coordinate spatial information processing

We report two experiments on the relationship between allocentric/egocentric frames of reference and categorical/coordinate spatial relations. Jager and Postma (2003) suggest two theoretical possibilities about their relationship: categorical judgements are better when combined with an allocentric reference frame and coordinate judgements with an egocentric reference frame (interaction hypothesis); allocentric/egocentric and categorical/coordinate form independent dimensions (independence hypothesis). Participants saw stimuli comprising two vertical bars (targets), one above and the other below a horizontal bar. They had to judge whether the targets appeared on the same side (categorical) or at the same distance (coordinate) with respect either to their body-midline (egocentric) or to the centre of the horizontal bar (allocentric). The results from Experiment 1 showed a facilitation in the allocentric and categorical conditions. In line with the independence hypothesis, no interaction effect emerged. To see whether the results were affected by the visual salience of the stimuli, in Experiment 2 the luminance of the horizontal bar was reduced. As a consequence, a significant interaction effect emerged indicating that categorical judgements were more accurate than coordinate ones, and especially so in the allocentric condition. Furthermore, egocentric judgements were as accurate as allocentric ones with a specific improvement when combined with coordinate spatial relations. The data from Experiment 2 showed that the visual salience of stimuli affected the relationship between allocentric/egocentric and categorical/coordinate dimensions. This suggests that the emergence of a selective interaction between the two dimensions may be modulated by the characteristics of the task.     

Egocentric and allocentric search: effects of platform distance and environmental cues

Three water maze experiments with rats examined egocentric vs. allocentric search as a function of platform distance and the predictiveness of the start trajectory and environmental cues. In Experiment 1, rats trained to a Near platform predicted both by landmarks and a fixed start trajectory showed approximately equal egocentric and allocentric search when tested from a novel start location. Rats trained to a Far platform and tested the same way predominantly showed allocentric search. In Experiment 2, rats trained to a Near platform predicted only by landmarks or background cues showed predominant egocentric search. In Experiment 3, rats trained to a Near or a Far platform with a fixed trajectory and no landmarks, showed predominant egocentric. Non-predictive landmarks reduced egocentric search in rats trained with a Far, but not with a Near platform. Overall, with increased goal distance, rats decrease dependence on an egocentric trajectory and increase attention to surrounding landmarks. These results add to the developing notion that animals use both egocentric and allocentric search balanced by environmental conditions, such as distance to the goal and the number of landmarks.     

Egocentric versus Allocentric Spatial Ability in Dentistry and Haptic Virtual Reality Training

The current study investigates the role of egocentric and allocentric spatial abilities in the field of dentistry. Whereas allocentric ability requires spatial transformation from a stationary point of reference, egocentric spatial ability is tied to the sensory‐motor system, and it requires changing one's imagined perspective in space. Experiment 1 investigates the role of different spatial abilities in a tooth preparation exercise. Experiment 2 investigates the interaction of allocentric and egocentric spatial abilities with the effectiveness of haptic virtual reality training. The results show that only egocentric spatial ability was a significant predictor of success in tooth preparation. In addition, an egocentric spatial ability test was the reliable predictor of success in more complex (indirect vision) tasks during haptic virtual reality training. Our results indicate the need for the development of finer measures of the specific spatial skills that might be needed for different dental specializations. Copyright © 2013 John Wiley & Sons, Ltd.     

How different spatial representations interact in virtual environments: the role of mental frame syncing

This experiment is aimed at understanding how egocentric experiences, allocentric viewpoint-dependent representations, and allocentric viewpoint-independent representations interact when encoding and retrieving a spatial environment. Although several cognitive theories have highlighted the interaction between reference frames, it is less clear about the role of a real-time presentation of allocentric viewpoint-dependent representation on the spatial organization of information. Sixty participants were asked to navigate in two virtual cities to memorize the position of one hidden object. Half of the participants had the possibility to visualize the virtual city with an interactive aerial view. Then, they were required to find the position of the object in three different experimental conditions (“retrieval with an interactive aerial view” vs. “retrieval on a map” vs. “retrieval without an interactive aerial view”). Results revealed that participants were significantly more precise in retrieving the position of the object when immersed in an egocentric experience with the interactive aerial view. The retrieval of spatial information is facilitated by the presence of the interactive aerial view of the city, since it provides a real-time allocentric viewpoint-dependent representation. More participants with high preference for using cardinal points tend to be more accurate when they were asked to retrieve the position of the object on the map. As suggested by the mental frame syncing hypothesis, the presence of an allocentric viewpoint-dependent representation during the retrieval seems to ease the imposition on a specific viewpoint on the stored abstract allocentric viewpoint-independent representation. Our findings represent another significant step toward the comprehension of the organization of spatial representations of our environment.     

Processing Product Unique Features: Alignability and Involvement in Preference Construction

Consumers often form preferences based on the presented attributes of choice options. Previous research has suggested that consumers tend to form their preferences using the attributes that are related to common aspects between the options (i.e., alignable differences) and ignore attributes that are unique to individual options (i.e., nonalignable differences). We combine cognitive psychology and motivation research from social psychology and propose that consumers’ preference formation can be systematically affected by whether they focus more on alignable differences or more on nonalignable differences of the options as a function of consumers’ involvement with the task. The results of 3 experiments show that preference judgment favors alignable differences over nonalignable differences in a low‐motivation condition. In contrast, high motivation to process information enables consumers to increase their use of nonalignable differences in preference formation, which can result in a preference reversal relative to the low‐motivation condition. The results suggest that a preference reversal occurs when the nonalignable differences of the target option are superior to both the nonalignable differences and the alignable differences of the reference option. However, the reversal does not occur when the nonalignable differences of the target option are superior only to the nonalignable differences of the reference option. Theoretical and managerial implications relating to differentiation, positioning, and communication strategies for innovative brands are discussed.