不同社交媒体平台上口碑信息是如何影响购买意愿的？——解释水平和加工流畅性的中介作用

研究基于解释水平理论,探讨了不同社交媒体平台上口碑信息对购买意愿的影响及机制。结果发现：（1）不同社交媒体平台可以激发不同社会距离感;（2）接收高解释水平口碑时,社会距离远平台的用户购买意愿更高,接收低解释水平口碑时,社会距离近平台的用户购买意愿更高,平台类型与口碑类型在解释水平上匹配时影响力最大;（3）其机制是：口碑类型通过调节用户心理表征的解释水平对加工流畅性的影响,进而调节了“平台类型→解释水平→加工流畅性→购买意愿”这一链式中介路径。     

Hand Position and Response Assignment Modulate the Activation of the Valence‐Space Conceptual Metaphor

Conceptual metaphor is ubiquitous in language and thought, as we usually reason and talk about abstract concepts in terms of more concrete ones via metaphorical mappings that are hypothesized to arise from our embodied experience. One pervasive example is the conceptual projection of valence onto space, which flexibly recruits the vertical and lateral spatial frames to gain structure (e.g., good is up ‐bad is down and good is right ‐bad is left ). In the current study, we used a valence judgment task to explore the role that exogenous bodily cues (namely response hand positions) play in the allocation of spatial attention and the modulation of conceptual congruency effects. Experiment 1 showed that congruency effects along the vertical axis are weakened when task conditions (i.e., the use of vertical visual cues, on the one hand, and the horizontal alignment of responses, on the other) draw attention to both the vertical and lateral axes making them simultaneously salient. Experiment 2 evidenced that the vertical alignment of participants’ hands while responding to the task—regardless of the location of their dominant hand—facilitates the judgment of positive and negative‐valence words, as long as participants respond in a metaphor–congruent manner (i.e., up responses are good and down responses are bad). Overall, these results support the claim that source domain representations are dynamically activated in response to the context and that bodily states are an integral part of that context.     

Word‐of‐mouth information processing routes: The mediating role of message and source characteristics

This study investigates word‐of‐mouth (WOM) information processing routes from active WOM seeking behaviour. Employing the elaboration likelihood model (ELM), the direct and indirect effects of factors within information processing routes are examined in a credence service context. A deeper exploration of the causal chains of each route was conducted using serial mediation models of message quality and source characteristics. Data were collected in the higher education context from a survey of 509 high school students applying for tertiary study. Findings indicate that active WOM seeking and the serial mediation effects elicit two routes of information processing: central and peripheral. This study is amongst the first to intensively reveal the underlying causal chains of WOM processing and supports the application of ELM theory in WOM research.     

Shape‐ and Trait‐Congruency: Using Appearance‐based Cues as a Basis for Product Recommendations

This research demonstrates that a consumer's physical appearance—and, more specifically, his or her body size—predictably influences the product(s) that the consumer is recommended. Four studies conducted in both field and lab settings show that agents more frequently recommend round (vs. angular) shaped products to heavier targets, notably for products and categories in which body size is irrelevant (e.g., lamps and perfume). We attribute this to a combination of shape‐congruency and trait‐congruency, whereby individuals choose products for others based on shared dimensions of the person and product.     

The “Buzz” Behind the Buzz Matters: Energetic and Tense Arousal as Separate Motivations for Word of Mouth

This research provides a novel theoretical framework to explain the missing mechanism behind one of the strongest predictors for engaging in word of mouth (WOM): the consumer's psychological arousal (i.e., greater arousal leads to greater WOM; e.g., Berger, 2011). Across six studies (N = 1,309), we provide evidence for a motivational theory of the arousal–WOM relationship, highlighting the importance of the WOM's valence (positive vs. negative) as well as the consumer's salient type of arousal (energetic vs. tense; Thayer, 1989). In doing so, we demonstrate that consumers use WOM as an arousal management strategy: They are motivated to engage in positive WOM to maintain or increase their energetic arousal and to engage in negative WOM to reduce or eliminate their tense arousal. These findings also demonstrate the importance of the WOM recipient's response for the WOM source to achieve his/her desired arousal state. Thus, this work both expands our understanding of the arousal–WOM relationship and provides a framework for interpreting past work and conducting future investigations into when and how consumers will engage in WOM.     

Modelling audiovisual integration of affect from videos and music

Two experiments examined how affective values from visual and auditory modalities are integrated. Experiment 1 paired music and videos drawn from three levels of valence while holding arousal constant. Experiment 2 included a parallel combination of three levels of arousal while holding valence constant. In each experiment, participants rated their affective states after unimodal and multimodal presentations. Experiment 1 revealed a congruency effect in which stimulus combinations of the same extreme valence resulted in more extreme state ratings than component stimuli presented in isolation. An interaction between music and video valence reflected the greater influence of negative affect. Video valence was found to have a significantly greater effect on combined ratings than music valence. The pattern of data was explained by a five parameter differential weight averaging model that attributed greater weight to the visual modality and increased weight with decreasing values of valence. Experiment 2 revealed a congruency effect only for high arousal combinations and no interaction effects. This pattern was explained by a three parameter constant weight averaging model with greater weight for the auditory modality and a very low arousal value for the initial state. These results demonstrate key differences in audiovisual integration between valence and arousal.     

On the dynamics of implicit emotion regulation: Counter-regulation after remembering events of high but not of low emotional intensity

Valence biases in attention allocation were assessed after remembering positive or negative personal events that were either still emotionally hot or to which the person had already adapted psychologically. Differences regarding the current state of psychological adjustment were manipulated experimentally by instructing participants to recall distant vs. recent events (Experiment 1) or affectively hot events vs. events to which the person had accommodated already (Experiment 2). Valence biases in affective processing were measured with a valence search task. Processes of emotional counter-regulation (i.e., attention allocation to stimuli of opposite valence to the emotional event) were elicited by remembering affectively hot events, whereas congruency effects (i.e., attention allocation to stimuli of the same valence as the emotional event) were obtained for events for which a final appraisal had already been established. The results of our study help to resolve conflicting findings from the literature regarding congruent vs. incongruent effects of remembering emotional events on affective processing. We discuss implications of our findings for the conception of emotions and for the dynamics of emotion regulation processes.     

Evaluation context's role in driving positive word‐of‐mouth intentions

Relevant literature recognizes that transaction‐specific and cumulative evaluations are different, but few empirical studies test how these differences might affect the link between product evaluations and word of mouth (WOM). This study addresses this issue by assessing the simultaneous effects of perceived quality and satisfaction on the resulting positive WOM intentions for both types of evaluations. Results reveal that different factors drive positive WOM intentions depending on the context of the study. When the consumers' evaluations are related to a specific transaction, perceived quality is the dominating predictor of positive WOM intentions. When the evaluations are cumulative, satisfaction is the dominating predictor of positive WOM intentions. Copyright © 2012 John Wiley & Sons, Ltd.     

Experimental Tests of Normative Group Influence and Representation Effects in Computer‐Mediated Communication

Two experiments addressed the questions of if and how normative social influence operates in anonymous computer‐mediated communication (CMC) and human‐computer interaction (HCI). In Experiment 1, a 2 (public response vs. private response) × 2 (one interactant vs. four interactants) × 3 (textbox vs. stick figure vs. animated character) mixed‐design experiment (N = 72), we investigated how conformity pressure operates in a simulated CMC setting. Each participant was asked to make a decision in hypothetical social dilemmas after being presented with a unanimous opinion by other (ostensible) participants. The experiment examined how the visual representation of interaction partners on the screen moderates this social influence process. Group conformity effects were shown to be more salient when the participant's responses were allegedly seen by others, compared to when the responses were given in private. In addition, participants attributed greater competence, social attractiveness, and trustworthiness to partners represented by anthropomorphic characters than those represented by textboxes or stick figures. Experiment 2 replicated Experiment 1, replacing interaction with a computer(s) rather than (ostensible) people, to create an interaction setting in which no normative pressure was expected to occur. The perception of interaction partner (human vs. computer) moderated the group conformity effect such that people expressed greater public agreement with human partners than with computers. No such difference was found for the private expression of opinion. As expected, the number of computer agents did not affect participants' opinions whether the responses were given in private or in public, while visual representation had a significant impact on both conformity measures and source perception variables.     

Context influences holistic processing of nonface objects in the composite task

We explored whether holistic-like effects can be observed for nonface objects in novices as a result of the task context. We measured contextually induced congruency effects for novel objects (Greebles) in a sequential matching selective attention task (composite task). When format at study was blocked, congruency effects were observed for study-misaligned, but not study-aligned, conditions (Experiment 1). However, congruency effects were observed in all conditions when study formats were randomized (Experiment 2), revealing that the presence of certain trial types (study-misaligned) in an experiment can induce congruency effects. In a dual task, a congruency effect for Greebles was induced in trials in which a face was first encoded, but only when it was aligned (Experiment 3). Thus, congruency effects can be induced by context that operates at the scale of the entire experiment or within a single trial. Implications for using the composite task to measure holistic processing are discussed.     

Self‐Enhancement on a Self‐Categorization Leash: Evidence for a Dual‐Process Model of First‐ and Third‐Person Perceptions

Research suggests that first‐ and third‐person perceptions are driven by the motive to self‐enhance and cognitive processes involving the perception of social norms. This article proposes and tests a dual‐process model that predicts an interaction between cognition and motivation. Consistent with the model, Experiment 1 (N = 112) showed that self‐enhancement drove influence judgments when messages were normatively neutral—people reported first‐person perceptions for in‐group‐favoring messages and third‐person perceptions for out‐group‐favoring messages. Experiment 2 (N = 208) showed an additive effect when social norms were also in‐group‐enhancing, but showed a decreased effect when social norms and group‐enhancement were discordant. The findings are hard to reconcile with pure motivational or cognitive explanations, but are consistent with the proposed dual‐process model.     

Two‐year‐old children preferentially transmit simple actions but not pedagogically demonstrated actions

Children are sensitive to both social and non‐social aspects of the learning environment. Among social cues, pedagogical communication has been shown to not only play a role in children's learning, but also in their own active transmission of knowledge. Vredenburgh, Kushnir and Casasola, Developmental Science, 2015, 18, 645 showed that 2‐year‐olds are more likely to demonstrate an action to a naive adult after learning it in a pedagogical than in a non‐pedagogical context. This finding was interpreted as evidence that pedagogically transmitted information has a special status as culturally relevant. Here we test the limits of this claim by setting it in contrast with an explanation in which the relevance of information is the outcome of multiple interacting social (e.g., pedagogical demonstration) and non‐social properties (e.g., action complexity). To test these competing hypotheses, we varied both pedagogical cues and action complexity in an information transmission paradigm with 2‐year‐old children. In Experiment 1, children preferentially transmitted simple non‐pedagogically demonstrated actions over pedagogically demonstrated more complex actions. In Experiment 2, when both actions were matched for complexity, we found no evidence of preferential transmission of pedagogically demonstrated actions. We discuss possible reasons for the discrepancy between our results and previous literature showing an effect of pedagogical cues on cultural transmission, and conclude that our results are compatible with the view that pedagogical and other cues interact, but incompatible with the theory of a privileged role for pedagogical cues.     

The effect of induced sadness and moderate depression on attention networks

This study investigates how sadness and minor/moderate depression influences the three functions of attention: alerting, orienting, and executive control using the Attention Network Test. The aim of the study is to investigate whether minor-to-moderate depression is more similar to sadness or clinical depression with regard to attentional processing. It was predicted that both induced sadness and minor-to-moderate depression will influence executive control by narrowing spatial attention and in turn this will lead to less interference from the flanker items (i.e. less effects of congruency) due to a focused attentional state. No differences were predicted for alerting or orienting functions. The results from the two experiments, the first inducing sadness (Experiment 1) and the second measuring subclinical depression (Experiment 2), show that, as expected, participants who are sad or minor to moderately depressed showed less flanker interference compared to participants who were neither sad nor depressed. This study provides strong evidence, that irrespective of its aetiology, sadness and minor/moderate depression have similar effects on spatial attention.     

How do valence and meaning interact? The contribution of semantic control

The hub-and-spoke model of semantic cognition proposes that conceptual representations in a heteromodal ‘hub’ interact with and emerge from modality-specific features or ‘spokes’, including valence (whether a concept is positive or negative), along with visual and auditory features. As a result, valence congruency might facilitate our ability to link words conceptually. Semantic relatedness may similarly affect explicit judgements about valence. Moreover, conflict between meaning and valence may recruit semantic control processes. Here we tested these predictions using two-alternative forced-choice tasks, in which participants matched a probe word to one of two possible target words, based on either global meaning or valence. Experiment 1 examined timed responses in healthy young adults, while Experiment 2 examined decision accuracy in semantic aphasia patients with impaired controlled semantic retrieval following left hemisphere stroke. Across both experiments, semantically related targets facilitated valence matching, while related distractors impaired performance. Valence congruency was also found to facilitate semantic decision-making. People with semantic aphasia showed impaired valence matching and had particular difficulty when semantically related distractors were presented, suggesting that the selective retrieval of valence information relies on semantic control processes. Taken together, the results are consistent with the hypothesis that automatic access to the global meaning of written words affects the processing of valence, and that the valence of words is also retrieved even when this feature is task-irrelevant, affecting the efficiency of global semantic judgements.     

Learning about faces: effects of trustworthiness on affective evaluation

The results of two studies on the relationship between evaluations of trustworthiness, valence and arousal of faces are reported. In Experiment 1, valence and trustworthiness judgments of faces were positively correlated, while arousal was negatively correlated with both trustworthiness and valence. In Experiment 2, learning about faces based on their emotional expression and the extent to which this learning is influenced by perceived trustworthiness was investigated. Neutral faces of different models differing in trustworthiness were repeatedly associated with happy or with angry expressions and the participants were asked to categorize each neutral face as belonging to a "friend" or to an "enemy" based on these associations. Four pairing conditions were defined in terms of the congruency between trustworthiness level and expression: Trustworthy-congruent, trustworthy-incongruent, untrustworthy-congruent and untrustworthy-incongruent. Categorization accuracy during the learning phase and face evaluation after learning were measured. During learning, participants learned to categorize with similar efficiency trustworthy and untrustworthy faces as friends or enemies and thus no effects of congruency were found. In the evaluation phase, faces of enemies were rated as more negative and arousing than those of friends, thus showing that learning was effective to change the affective value of the faces. However, faces of untrustworthy models were still judged on average more negative and arousing than those of trustworthy ones. In conclusion, although face trustworthiness did not influence learning of associations between faces and positive or negative social information it did have a significant influence on face evaluation that was manifest even after that learning.     

Attitude‐behaviour consistency: the role of group norms,attitude accessibility,and mode of behavioural decision‐making

The interplay between two perspectives that have recently been applied in the attitude area—the social identity approach to attitude‐behaviour relations (Terry & Hogg, 1996 ) and the MODE model (Fazio, 1990a )—was examined in the present research. Two experimental studies were conducted to examine the role of group norms, group identification, attitude accessibility, and mode of behavioural decision‐making in the attitude‐behaviour relationship. In Study 1 (N = 211), the effects of norms and identification on attitude‐behaviour consistency as a function of attitude accessibility and mood were investigated. Study 2 (N = 354) replicated and extended the first experiment by using time pressure to manipulate mode of behavioural decision‐making. As expected, the effects of norm congruency varied as a function of identification and mode of behavioural decision‐making. Under conditions assumed to promote deliberative processing (neutral mood/low time pressure), high identifiers behaved in a manner consistent with the norm. No effects emerged under positive mood and high time pressure conditions. In Study 2, there was evidence that exposure to an attitude‐incongruent norm resulted in attitude change only under low accessibility conditions. The results of these studies highlight the powerful role of group norms in directing individual behaviour and suggest limited support for the MODE model in this context. Copyright © 2003 John Wiley & Sons, Ltd.     

Orthographic congruency effects in the suprasegmental domain: Evidence from Thai

The influence of orthographic knowledge on lexical tone processing was examined by manipulating the congruency between the tone and the tone marker of Thai monosyllabic words presented in three metalinguistic tasks. In tone monitoring (Experiment 1) and same–different tone judgement (Experiment 2)—that is, tasks that require an explicit analysis of tone information—an orthographic congruency effect was observed: Better performance was found when both tone and tone marker led to the same response than when they led to opposite, competing responses. In rhyme judgement (Experiment 3), a metaphonological task that allows tone to be processed in a more natural way since it does not require explicit analysis of tone, the orthographic effect emerged only when the interstimulus interval was lengthened from 30 to 1,200 ms. In addition to demonstrating the generalization of the orthographic congruency effect to the suprasegmental domain in Thai, the present data also suggest relatively late and task-dependent activation of orthographic representations of tone.     

Flexible adjustments of visual selectivity in a Flanker task

Congruency effects observed in stimulus-response compatibility paradigms are affected by proportion congruency (PC), that is, the ratio of congruent trials in a block-wise context. The PC effect may reflect the operation of visual selectivity. We used a flanker task to investigate the nature of the relationship between the congruency effect and PC in a given block, as well as the preservation of visual selectivity. In Experiment 1, we observed a linear relationship between the congruency effect and PC across five PC groups in a training session; in post training (with PC constant), the congruency effect was equivalent across the five groups. In Experiment 2, congruency effects varied with PC in phases within a block. These suggest that visual selectivity, acquired in a training session, is not sustained in post training where it rapidly adjusts to a new PC context. Characteristics of visual selectivity derived from these findings are discussed.     

Bonding and bridging social capital and their associations with self‐evaluated community resilience: A comparative study of East Asia

The purpose of this study is to test key social capital indicators in a disaster context by considering the bonding and bridging types of social capital. Using the East Asian Social Survey, this study chooses three behavioural/cognitive elements of social capital—social trust, voluntary association membership, and personal networks—and divides them into bonding and bridging social capital, in‐group and out‐group trust, homogeneous and heterogeneous membership, and strong and weak ties to test their effects on self‐evaluated community resilience to natural hazards. The results showed that social trust and personal networks had strong positive effects, but the effect of voluntary association membership was positive in societies with high rates of membership (Japan and South Korea) and negative in a society with a low rate of membership (Taiwan). Furthermore, while bonding social capital generally showed a stronger effect than bridging social capital in East Asia, a society with more frequent and intense disasters (Japan) showed a strong effect of heterogenous membership on self‐evaluated community resilience. This study connects two aspects of social capital studies—the elements and the types of social capital—and the findings imply that the relationship between social capital and community resilience may have some mediator variables.     

社会行为的效价信息对注意捕获的影响：基于帮助和阻碍行为的探讨

采用学习-测验两任务范式, 通过3项实验探讨了社会行为的效价信息对注意捕获的影响。在学习阶段, 被试观看具有积极效价的帮助行为(某智能体帮助另一智能体爬山)和消极效价的阻碍行为(某智能体阻碍另一智能体爬山), 以及与各自运动特性匹配的无社会交互行为, 其目的为建立不同智能体颜色与社会行为效价信息的联结关系。在测验阶段, 则分别检验社会行为中的施动方(帮助者和阻碍者)颜色和受动方(被帮助者和被阻碍者)颜色的注意捕获效应。结果发现, 消极社会行为中施动方颜色和受动方颜色均更容易捕获注意, 而积极社会行为效价信息并没有改变联结特征值的注意捕获效应; 且相比于受动方, 与消极社会行为效价建立联结的施动方颜色的注意捕获效应更强。该结果提示, 存在消极社会行为效价驱动的注意捕获, 且消极的效价信息与卷入社会行为所有个体的特征建立联结, 但该联结中施动方物理特征具有更高的注意优先性。这一发现暗示, 声誉信息与对社会交互行为的整体表征可能综合作用于对社会交互事件的注意选择。