飞行员情境认知的模糊综合评判

借用环境科学中环境质量评价的概念和方法,建立了飞行员情境认知的多级模糊综合评判模型,并用该模型对飞行员的情境认知进行了综合评判。研究表明,用模糊综合评判方法评价飞行员的情境认知可以提供真实、全面的飞行认知信息,为飞行员的训练有效性及安全性提供可靠依据。     

体验型消费和实物型消费的差异：研究方法及效应

体验型消费是指以获得一种体验为目的的消费行为, 而实物型消费为以获得某种实质物品为目的的消费行为, 以往研究发现这两种不同的消费类型在消费者心理以及行为的多个维度上的影响都存在差异。本文首先回顾了过往研究所采用的研究方法并整理为如下三类：对消费类型的操纵方法、消费类型偏好的测量方法以及非实验研究方法。并从心理与行为两个角度, 梳理了体验型消费和实物型消费影响的差异。未来研究需进一步关注影响不同消费类型的前因变量, 充分利用新兴数据获取方式、关注不同消费类型的模型建构和内部维度, 以及体验型消费可能存在的“阴暗面”。     

品牌消费旅程中消费者的认知心理过程——神经营销学视角

品牌消费旅程通常指的是对于品牌消费服务的多维度(包括认知, 情绪, 感觉, 行为和品牌关系)响应。揭示品牌消费旅程的认知心理过程是目前营销学领域之中研究的重点与热点。在梳理当前神经营销领域内有关功能性核磁共振(fMRI)、事件相关电位(ERP)、事件相关震荡(ERO)的相关研究成果后, 将消费者在品牌消费旅程之中的认知心理进程划分为注意吸引、决策形成、消费体验和品牌忠诚四个阶段, 并系统阐述了每个阶段之中消费者心理进程的神经机制与脑区活动, 进而全面立体地揭示消费心理的全貌。未来研究可以进一步探索不同神经指标在具体营销情境下的表征意义, 并结合超扫描技术进一步解析多个被试间的神经耦合情况。     

社会责任消费的结构、形成机制及企业响应

社会责任消费是指消费者通过个人努力来促进促进环境保护和社会良性发展的一种消费模式。社会责任消费结构与测量从单一维度逐渐过渡到了多维度, 并涵盖了从产品获得、使用到购后垃圾处理的整个过程。从影响社会责任消费的心理距离来看, 社会责任消费的形成机制主要包括三类：进化心理机制阐述了作为人类进化结果的亲社会偏好是如何影响社会责任消费的, 属于远端机制; 社会规范机制阐述了外部的社会规范(命令性规范与描述性规范)是如何发挥作用的, 属于中端机制; 态度-行为(意愿)模型则主要阐述了消费者内部心理因素的影响, 属于近端机制。随着消费者社会责任消费影响力的扩大, 企业纷纷重视其自身社会责任行为, 并由此衍生出以企业社会责任为导向的营销策略, 然而其效果受到诸多因素影响。文章最后指出了已有研究尚未解决的问题以及未来的一些研究方向。     

基于消费者价值观的手段目标链模型

手段目标链模型是从心理学的角度来解释消费者价值观与产品特性关系的一种研究范式.此模型改进了研究消费者价值观的传统方法,通过假定产品属性、消费结果和消费者价值观三者成等级结构关系,把产品和消费者联系起来.目前此模型已经在市场营销领域得到了广泛的应用.文章介绍了手段目标链理论、研究方法以及在市场营销研究中的应用,最后总结了已有研究的不足,并为以后相关领域的研究指明了方向.     

中国科学院心理健康重点实验室在北京成立

20 0 3年 3月 2 0日上午 ,中国科学院心理健康重点实验室成立大会在中国科学院心理研究所隆重召开 ,这是我国建立的第一个以心理健康基础研究与应用基础研究为研究方向的部门开发实验室。　　该实验室将在“脑—认知—心理健康”的系统论观点指导下 ,强调利用心理行为学、脑成像 (ERP +fMRI)、神经免疫与生物化学、基因学指标和神经计算模型等多学科结合与交叉的高科技研究方法和手段 ,以毕生发展为纵线 ,即以各个年龄段的正常人、心理疾病患者为研究对象 ,在基因、网络、系统、全脑直至行为的多个层次 ,研究心理健康的脑活动机制 ,重点…     

应用层次分析法建立最优心理结构的探讨

层次分析法是一种新的将定量分析与定性分析相结合的系统分析与决策方法。通过分析当前在心理系统中应用层次分析法存在的问题,首次提出了应用层次分析法来为心理系统建立最优心理结构的设想。应用这种方法要求所研究的心理系统必须有操作性定义,并能形成判定“最优心理结构”的统一标准,因此这种方法特别适用于心理量表。文章通过一个例子具体介绍了如何应用层次分析法的基本思想和计算方法来给心理量表中的各个维度赋予理想化的权值及其进一步应用与验证的方法。     

消费者健康促进行为的类型及形成机制

消费者健康促进行为是以促进个体身心健康为目标的消费行为, 主要包括食品消费、医疗消费、体育消费、旅游消费以及文化消费等类型。消费者健康促进行为的影响因素包括本因与近因。本因关注人类进化心理的影响, 表现为趋利避害的倾向; 近因则反映了现实性因素的影响。其中, 近因中的现实性影响主要从以下几个视角展开：生命历程视角关注童年期家庭经历对后续消费行为的累积影响; 生态机制探讨个体所处生态系统的层层渗透作用; 动力机制则阐述了健康驱力的内部形成过程。文章最后, 我们构建了消费者健康促进行为形成的综合模型, 并指出了未来的研究方向。     

基于社交媒体数据的心理指标识别建模:机器学习的方法

心理指标识别建模是基于海量数据结合计算机机器学习算法识别心理特征的一种新兴方式。由于传统纸笔测量方式所存在的诸多限制,本文对基于社交媒体数据的心理建模方法及应用于心理测量的可行性进行综述,介绍了特征及提取方法、常用机器学习算法以及应用场景,并对心理指标识别建模的优势和不足进行了总结与展望。该测量方法基于社交媒体数据,相比自我报告法具有时效性高、可回溯测量、生态效度好等独特优势。然而,基于社交媒体的心理指标识别建模方法也在学习成本、硬件成本等方面存在局限性。未来研究人员需要进一步探索社会媒体信息与用户心理变量间的关联机制,并将心理指标识别模型同传统心理学研究方法结合进行更多的探索和应用。心理指标识别建模结合心理测量基本原理和计算机领域机器学习的技术,将为心理学研究打开一扇新的大门。     

Fisher与Neyman–Pearson的分歧与心理统计中的假设检验争议

假设检验思想的提出者Fisher与Neyman–Pearson在统计模型的方法论基础、两类错误的性质、显著性水平的理解、以及假设检验的功能等方面存在诸多分歧, 使得心理统计中最常用的原假设显著性检验模式呈现出隐含的各种矛盾, 从而引发了应用上的争议。心理统计不仅需要检讨现有检验模型的模糊之处和提出其他补充性的统计推论方式,更应注重反思心理统计的教育传统, 以建立更加开放和多元的统计应用视野, 使心理统计为更好地心理学研究服务。     

网络环境下第三方评论对冲动购买意愿的影响机制：以产品类别和评论员级别为调节变量

采用问卷调查和实验研究的方法, 构建了以情感为中介的第三方正面评论与网络消费者冲动购买意愿的关系模型, 并检验了产品类别和评论员级别对该模型的调节效应。研究结果表明：第三方评论的好评度、好评数、时效性直接正向影响冲动购买意愿; 好评度以快乐和唤起情感为中介、好评数以快乐情感为中介间接正向影响冲动购买意愿; 消费者购买低涉入度(VS：高涉入度)产品和阅读高级(VS：初级)评论员发布的评论时, 第三方正面评论对冲动购买意愿的影响更强。     

Satisfaction in the context of customer co‐production: A behavioral involvement perspective

Consumers increasingly subscribe to community‐supported agriculture (CSA) programs as an alternative retail channel for fresh produce. Compared with supermarket retailers, CSAs are built around an ethos of community rather than efficiency and economies of scale; and CSA programs demand far greater customer co‐production than supermarket retailers. For instance, CSA members (customers) assume responsibilities for physical distribution, market timing, and financial risk taking—activities that, for customers of traditional supermarkets, are assumed by the retailer or other market intermediaries. Service‐dominant logic suggests that such co‐production activities provide value for consumers. And the expanding demand for CSA programs anecdotally supports the notion that consumers find value in co‐producing fresh produce. However, whether or not co‐production leads to greater satisfaction with a product category remains largely untested. We draw on community theory to test if engagement in co‐production activities leads to satisfaction with a product category. By examining product satisfaction, we test an outcome of co‐production that is consumer‐centric. Results from an exploratory field study suggest that two types of value co‐creation—commitment to co‐production and behavioral involvement in product‐related activities—are positively correlated with product satisfaction. Our results support the notion that value co‐creation provides value for consumers. Interestingly, these findings are antithetical to studies that suggest service convenience constitutes non‐monetary value for consumers. Our study suggests that the community theory is a viable theoretical frame for consumer research on co‐production. Further, our findings suggest that consumer research into the co‐creation of value should incorporate measures of product satisfaction and draw on behavioral as opposed to exclusively attitudinal assessments of co‐production activities. Copyright © 2012 John Wiley & Sons, Ltd.     

Addictive consumption of avatars in cyberspace.

Avatars are a unique cyber product that hold much potential to be a market success because they provide consumers with various psychological benefits such as anonymous personalization and an artificial sense of well-being in cyberspace. However, due to the very nature of avatars, consumer psychology, and the way that they are marketed to teenage consumers, avatars may also pose considerable threat to unsuspecting teenagers through addictive consumption and associated negative social consequences causing harm to the teenagers and the general public. This study deals with Korean teenagers' addiction to avatar consumption. Korean teenagers can be very stressed due to the pressure to excel in school. Addictive avatar consumption is thought to be a behavior that might reduce stress. An empirical study was conducted to elucidate this claim. Self-control theory is suggested as an explanation for addictive consumption of avatars.     

消费决策过程如何彰显社会地位?基于最优化决策策略的视角

彰显社会地位是消费者行为的一项基本动机。以往的消费心理学研究大量聚焦产品特征如何彰显社会地位(即令观察者产生高社会地位的推断), 却很少探讨消费决策过程这一购买决策中不可忽视的重要因素对社会地位推断有何影响。本研究试图构建一个基于最优化决策过程信息的社会地位推断模型, 系统探讨: (1)最优化决策过程能否及如何彰显消费者的社会地位; (2)彰显社会地位动机是否为消费者进行最优化决策的原因之一; (3)最优化决策过程如何通过社会地位推断影响观察者后续的消费行为。本研究将为社会地位推断研究提供新的视角, 扩展最优化决策研究的外延, 并从全新的角度揭示最优化决策的内涵。     

Retail brand extension—perceived fit,risks and trust

• This study examines consumer fit perception, risks and trust in retail brand extension in financial services. Respondents (324) living in Sheffield were involved in the consumer survey, conducted on three major British supermarkets. Mean scores were compared between four groups of respondents. Discriminant analysis was used to determine the factor(s) distinguishing the retailers. Retailers A and B were perceived as trusted brands with respect to financial services. Retailer A was perceived as a trusted brand regardless of the product category. Retailer B was seen as a trusted brand when product performance and financial risks were low while Retailer C was perceived unfit and risky by non‐users and the non‐intend‐to‐buy groups. Age, gender and income influenced fit, risks and trust perception. When consumers knew the store or were store loyal, they tended to trust the store brand extension whereas when consumers did not know or were new to the store, fit and risks were perceived. Implications for corporate branding, brand extension decision‐making and implementations are sought.

Copyright © 2008 John Wiley & Sons, Ltd.     

Web metrics: measuring patterns in online shopping

The Web has become a primary source of product information for online consumers. As such, basic questions regarding how consumers approach the search process need to be understood and measured if marketers and website developers are to identify patterns or trends in consumer information search strategies. To observe and measure changes in consumer search behaviour, it is necessary to establish benchmarks that can, at a later date, be compared with subsequent observation measurements. This study recorded the search activities of 37 subjects as they searched for information regarding the purchase of two products: one where they had expert product knowledge and one where they had novice product knowledge. Significance was found for particular site types used and, more importantly, in patterns of site type usage. The methodology and benchmarks offer researchers a means of tracking changes in consumer search behaviour on the Web. Copyright © 2003 Henry Stewart Publications.     

消费者一定偏爱“笑脸”吗?产品外观中的表情元素对消费者的影响

表情是产品拟人化外观设计中重要元素。产品正面或负面的拟人化“表情” (表达正面或负面情感的表情)会影响到消费者对产品的感知。人际交往相关理论验证了正面表情对消费者的积极影响, 并认为负面表情不利于消费者与产品的互动。但是在现实市场中我们却看到, 消费者有时却更喜爱展现负面表情的产品, 营销领域的产品拟人化研究鲜有关注到产品表情的错位影响。具体而言, 在拟人化营销研究领域, 以下三个研究问题尚待探讨: 产品表情有怎样的具体体现及市场效用; 产品表情对消费者行为和态度影响的心理机制为何; 以及来自于消费者特质和产品因素的调节效应。回答以上问题能够进一步拓展和丰富营销领域的拟人化理论, 同时也将从实践上为产品外观设计提供建议和指导。     

Yes,we have no bananas: Consumer responses to restoration of freedom

When stockouts restrict consumers' freedoms, two independent responses can occur: product desirability, or a reactance-based increase in the desire for the unavailable option, and source negativity, or general frustration with the source of the restriction. In four studies, we provide a novel investigation of consumer responses to stockout-restoration and examine how these two forces combine to affect consumer responses after freedoms are restored. To do so, we investigate two moderators that influence the activation and strength of product desirability and source negativity, respectively: trait reactance and attributions. While all consumers experience source negativity in response to stockouts, only consumers high in reactance experience product desirability, leading to differential responses to stockout-restoration. Compared to an in-stock condition, high reactance consumers respond positively to stockout-restoration, while low reactance consumers respond negatively to stockout-restoration, in terms of store and product evaluations and store choice. However, when high reactants attribute a stockout to the store, thereby increasing source negativity relative to product desirability, they respond negatively to stockout-restoration.     

消费决策中的零：零价格效应和零比较效应

数字“0”由于自身所具有的特性(最小的自然数和不可作为被除数),当其与商品的价格维度和属性维度相结合时会对消费者的决策产生影响。已有研究表明商品的零价格和零属性会对消费决策产生影响,即零价格效应和零比较效应。情绪和社会规范是零价格效应产生的心理机制,参照依赖则是零比较效应产生的心理机制。商品价格、商品类型和消费者的心理因素是零价格效应的边界条件;而选项的数量是零比较效应的边界条件。未来的研究可以从不同商品类型、不同社会规范、“价格-损失”与“价格-质量”、注意等角度对零价格效应进行深入研究;也可以从结构匹配模型和齐当别模型的角度进一步探索零比较效应的“比较”机制;可以探讨价格是否能被视为商品的“坏属性”,进而讨论零价格效应和零比较效应二者之间的关系。