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。     

调节定向视角下在线评论感知有用性的眼动研究

本研究采用2评论类型(属性型VS体验型)×2调节定向(促进VS预防)的眼动实验,深入探讨消费者对在线评论的加工过程和感知有用性的认知机理。研究发现：(1)与属性型评论相比,个体对体验型评论的认知过程更短,感知有用性却更高。(2)相对于预防定向个体而言,促进定向个体对在线评论的认知加工过程更短,感知有用性更高。(3)评论类型和调节定向的交互效用,在属性型评论情境中显著,但在体验型评论情境中不显著。研究结果揭示了评论类型和调节定向影响消费者对在线评论认知评估的作用机理。     

How Regulatory Orientation and Feelings of Gratitude Shape Online Review Helpfulness

Online review helpfulness ratings are an important indicator of the impact of online reviews. Often times, helpfulness is explained in terms of observable qualities of online reviews that predict helpfulness ratings. This research proposes that focusing on the psychological processes that underlie helpfulness voting informs a better understanding of what shapes review helpfulness ratings. Specifically, because goal orientation influences information processing, consumers’ regulatory orientation interacts with review valence to determine review helpfulness. When review valence and regulatory orientation match, consumers are more likely to express helpfulness through voting. The findings show that this effect occurs at least in part because matching review valence and regulatory orientation instills feelings of gratitude towards the reviewer. As a consequence, consumers are more likely to reward the reviewer with a helpfulness vote to express their feeling of gratitude through actions. However, when reviewers actively state expectations of reciprocal behavior by readers, gratitude is reduced and so is the likelihood that a review receives a helpfulness vote. Evidence from five studies using review data and online experiments show support for these effects.     

声誉关注与社会距离对伤害困境中道德决策的影响：来自行为与ERPs的证据

在社会交往中, 声誉关注是人类合作行为和道德判断的重要决定因素之一。以往研究只是单独考察声誉关注或社会距离会如何影响道德决策行为, 但两者如何交互影响道德决策尚不清楚, 尤其是禁止性道德范畴领域(如, 伤害他人行为)下道德决策的认知神经机制。本研究要求被试在匿名或公开情境下决策是否愿意对不同社会距离他人(朋友、熟人、陌生人)实施疼痛电击以增加自己的金钱收益, 同时记录其决策时的行为和神经反应。结果发现, 匿名情境下被试对朋友的电击伤害要显著低于对熟人和陌生人的, 表现出一种明显的“利己的利他主义”决策倾向; 与朋友和陌生人相比, 被试在涉及熟人的两难决策中花费了更长的时间, 体验到了更强烈的厌恶情绪, 并诱发了更大波幅的与情绪反应有关的P260成分, 以及与认知推理有关的晚期正成分(LPP: 300~450 ms), 表现出一种典型的“熟人效应”。然而, 行为与ERP指标上的这些差异在公开情境下均显著减弱了。这表明个体在禁止性道德范畴领域下的道德决策遵循着一种“利己的利他主义”的道德原则, 熟人关系的不确定性会在道德决策中诱发强烈的负性情绪和认知负荷, 而声誉关注削弱了利己倾向和人际关系的不确定性所带来的厌恶情绪和认知冲突。     

模糊决策的认知神经机制

模糊决策是特殊、复杂的风险决策, 还是一种独立的决策类型, 是当前认知神经科学争论的热点问题。一系列的fMRI研究分别得出了不同结论, 但大多数证据支持模糊决策和风险决策之间存在分离, 模糊决策有其独特的决策机制; 模糊决策的认知神经机制也是一个亟待解决的问题。因此本研究拟应用事件相关电位技术、生物反馈技术和基因技术, 采用IGT和GDT任务范式, 通过网络成瘾人群和正常人群的对比研究, 去探索模糊决策和风险决策之间的分离; 应用事件相关电位技术和磁共振技术, 采用IGT范式和选瓶任务范式, 研究模糊决策的认知神经机制; 并从临床角度进一步验证上述结果。该项目的开展, 有助于拓广模糊决策的研究领域和视野, 对理解人类在模糊情境下的决策机制以及模糊决策和风险决策之间的关系, 具有重要的理论意义; 对临床上成瘾人群、脑损伤患者的认知诊断和治疗以及现实中企业和个人的决策, 具有重要的参考价值。     

在线评论数量和质量对网络购物意愿的影响:认知需要的调节作用

为探讨在线评论数量和质量以及认知需要对个体网络购物意愿的影响及其作用机制。以320名有网购经历的在校大学生为被试,采用2(在线评论质量:高vs.低)×2(在线评论数量:多vs.少)×2(认知需要水平:高vs.低)的实验设计。结果发现:(1)在线评论质量和数量对网络购物意愿都有着积极影响;(2)在线评论质量和数量对网络购物意愿的影响会受到认知需要的调节,即在线评论数量和质量对不同认知需要水平个体的影响不同:低认知需要个体会受到在线评论数量的影响,而高认知需要的个体则会受到在线评论质量的影响。研究结果深化了在线评论对网络购物购买决策影响的研究。     

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。     

Processing Differences between Feature‐Based Facial Composites and Photos of Real Faces

Computer‐generated faces (composites) constructed by select2ing individual facial features (e.g. eyes, nose, mouth) are poorly recognized because this process contrasts with the natural holistic processing of real faces. This result suggests that there should be differences in the cognitive processing of these composites compared with photos of real faces, which would make these stimuli problematic for theories seeking to explain real face processing. We conducted five experiments to test potential conditions for moving composite processing closer to how real face photos are processed, first taking the perspective of researchers who construct composites with a random selection of available features and then taking a perspective closer to police by creating each composite to match a real face photo. Composites with randomly selected features (but configured like real faces) showed no face inversion effect and recognition memory for these composites benefited from increased encoding time, unlike real face photos. Although composites constructed to match real face photos yielded an inversion effect, they still were remembered differently than the photos. Researchers should not use feature‐based composites as proxies for real face photos. We conclude with a discussion of alternative methods of constructing composites. Copyright © 2012 John Wiley & Sons, Ltd.     

认知风格影响框架效应的ERP研究

采用ERP方法,考察了不同认知风格被试在决策过程中的框架效应。分析的脑电成分为N200和P300成分。结果发现：场依存者的反应时显著高于场独立者;场依存者诱发的N200和P300平均波幅均显著低于场独立者;大脑右半球的N200和P300平均波幅均显著高于左半球。这些结果表明,场独立者在决策过程中更具有理性,基本不受决策问题表述方式的影响,且该决策过程主要发生在大脑的右半球。     

Utility blindness: Why do we fall for deals?

Utility blindness occurs under limited information processing when consumers base their purchase decisions solely on transaction utility (gains from the deal) rather than on total utility. When the deal is attractive enough, consumers will buy a product even though the total utility is little or negative; on the other hand, an unattractive deal might decrease consumers' purchase likelihood even when the total utility is unaffected by the promotion. In this paper, three experiments provide evidence for the existence of utility blindness and demonstrate that information processing limitation is the underlying process. Transaction utility salience and cognitive load are identified as the moderating factors. Theoretical contributions, managerial implications, limitations, and future areas of the current research are also discussed. Copyright © 2013 John Wiley & Sons, Ltd.     

Is no feedback perceived as a risk in online reviews?

Online reviews are critical in consumer decision-making regarding making online purchases. Given that reviews allow consumers to leave personal feedback about a product or service, it is unclear why some choose not to. This study is an examination of whether consumers tend to perceive no feedback as a sign of risk in online product listings along with the effects of no feedback on purchase intention. Regulatory focus theory is also applied to elucidate the differences in perceived risk between offerings with either high or low numbers of transactions accompanied by no feedback. Through online survey, data were gathered with 450 participants who had used any online marketplaces within 3 months. Consumers with a focus on both prevention and promotion perceive higher risk when there are many transactions with no feedback (high number of no-feedback condition), whereas consumers with a promotion focus perceive significantly lower risk when there are few transactions with no feedback (low number of no-feedback condition). From the analyses of regression and structural equation modeling, perceived risk negatively affected purchase intention in both the high and low number of no-feedback condition. Also in both the promotion and prevention focus groups, purchase intention is significantly higher in the low no feedback condition than the high no feedback. This study's findings confirm that consumers perceive offerings with high no feedback as high risk.     

Nonconscious perception, conscious awareness and attention

Because it is unclear how a nonconscious stimulus is cognitively processed, there is uncertainty concerning variables that modulate the processing. In this context recent findings of a set of neuroimaging experiments are important. These findings suggest that conscious and nonconscious stimuli activate same areas of the brain during performance of a similar task. Further, different areas are activated when a task is performed with or without awareness of processing. It appears that the neural network involved in cognitive processing depends on the awareness of processing rather than awareness of perception. Since conscious and nonconscious cognitive processing use separate neural networks, each processing is modulated by different variables. Attention modulates most conscious cognitive processing and most, but not all, nonconscious processing is attention dependent. Nonconscious tasks that require attentional resources, with or without conscious awareness, are processed using the attention dependent system. Further, because attention dependent and attention independent tasks are processed by separate neural networks, the cognitive processing and modulating variables can be understood better if cognitive tasks are defined as attention dependent or attention independent, rather than conscious or nonconscious.     

违实语义的加工机制

违实句(counterfactuals)是传递与事实相反意义的语句,广泛存在于人们的日常生活中并被用以表达对已知事实的另外假设。研究发现,相对于事实语义,违实语义能够激活双重心理表征/空间(虚拟vs.现实),需消耗更多的认知加工资源。本文分别从句法结构和语境制约两个层面详细探讨了违实语义的加工机制。语境方面,双重语义表征构建与消解的时间进程受到语境相关性的制约,充足的语境信息可以消解事实表征的干扰。句法方面,汉语违实标记的缺失使得汉语母语者更加依赖语境与语用来表达、理解违实义,但尚不明确其在线加工机制与印欧语违实义加工有何异同。后续研究应扩大语言研究范围,关注违实语义加工的个体差异,进一步厘清双重语义表征构建与消解的时间进程及其对语篇加工的影响。     

刻板印象的认知神经机制

刻板印象是大脑对社会信息的一种自动的类别化加工过程。近期脑成像的研究表明, 刻板印象的注意编码、语义表征以及抑制控制等认知成分可以分别通过相应的ERP成分表现出来; 而基于ERP源定位以及fMRI的研究表明, 杏仁核、前扣带回、大脑前额皮层以及外侧顶叶皮层附近的颞顶联结区可能参与到了它们的认知加工。最后结合已有的研究, 提出了刻板印象可能的认知通道, 并简要分析了当前研究的不足与今后的发展方向。     

计算模型在道德认知研究中的应用

道德认知关注道德心理背后的信息加工。近年来, 研究者开始将计算模型应用于道德认知研究, 以探索道德认知如何在大脑中实现。但目前研究者对道德认知进行计算建模的研究处于起步阶段。计算模型(漂移扩散模型、效用模型、强化学习模型和分层高斯过筛器模型)在道德认知行为和生理研究上的运用量化了道德决策、道德判断和道德推理背后的认知过程和神经机制。此外, 这一新进展对理解反社会行为和精神障碍等有所助益。最后, 计算建模有待完善, 未来研究需要关注其潜在的问题。     

情绪面孔的意识神经相关物及其无意识自动加工：来自事件相关电位的证据

意识的神经相关物尚有争议, 且个体能否无意识自动检测视觉环境变化尚不清楚。本研究采用非注意视盲范式操控视觉意识, 并引入具有社会信息的情绪面孔, 探讨意识的神经相关物以及视觉意识与自动检测变化机制的关系。在A阶段, 部分被试对任务无关的情绪面孔处于无意识水平; 在B阶段, 所有被试对任务无关的情绪面孔处于意识水平; 在C阶段, 所有被试对任务相关的情绪面孔处于意识水平。结果显示, 任务无关的情绪面孔的意识过程诱发视觉意识负波(visual awareness negativity, VAN)、晚期正成分(late positivity, LP)和晚期枕区正成分(late occipital positivity, LOP)。此外, 无意识的情绪面孔能诱发视觉失匹配负波(visual mismatch negativity, vMMN), 且其幅值不受意识影响, 但是受任务相关性调制。这些结果提示对情绪面孔的视觉意识在不同的时间进程上有不同的ERP指标——VAN反映早期知觉经验, 而LP和LOP反映晚期意识过程, 而且面孔情绪信息的自动加工独立于视觉意识, 但是受视觉注意调制。     

面孔再认能力性别差异的实验研究

采用“学习—再认”范式,以有或无外部特征的不同性别面孔照片为材料,研究面孔记忆的性别差异,结果表明：（1）有外部特征时,女性被试对不同性别面孔的记忆成绩均好于男性被试;无外部特征时,女性被试与男性被试的记忆成绩不存在性别差异;（2）比起男性照片,女性可记忆更多的女性照片,表明女性在面孔记忆中存在自我性别偏见;男性也是可记忆更多的女性照片,存在反向的性别偏向;（3）无论被试性别和照片性别,均是有外部特征的面孔照片的记忆效果更好;有外部特征的情况下,女性的自我性别偏见更明显。     

移动支付对大学生冲动性消费行为的影响——来自ERP的实验证据

为寻找移动支付影响冲动性消费的电生理证据,实验采用两难选择的虚拟购物任务,通过2(支付方式)×2(产品类型)被试内实验设计,结合ERP技术比较移动支付和现金支付下的冲动消费及相关电生理指标。实验数据显示:(1)移动支付下参与者的购买意愿高于现金条件;(2)对享乐品的购买,移动支付下的购买意愿、购买率高于现金支付,而对实用品两种支付下无差异;(3)决策阶段头皮左侧发现,移动支付下享乐品的LPP波幅正于实用品,而现金支付下二者LPP波幅无差异;(4)N2波幅上存在Buy/No Buy效应。结果表明:移动支付促进了享乐品的冲动性消费,决策阶段左侧脑区的LPP波幅可作为其电生理指标,N2波幅表征买与不买。     

Separate brain potential characteristics in children with reading disability and attention deficit disorder: color and letter relevance effects

This experiment was on event-related potential (ERP) indicants of the selective neural processing of black vs. white and letter vs. nonletter stimuli in boys (8-12 years of age) with and without a reading disability (RD) and/or attentional deficit disorder (ADD). Selective neural processing was measured by the increase or difference in ERP amplitude in response to stimuli that were relevant as compared to irrelevant to the color or letter attention task. The 52 children that participated in the study constituted four groups: 25 normal reading children (17 without ADD and 8 with ADD), and 27 RD children (11 without ADD and 16 with ADD). ERPs were recorded over the left and right occipital, central, and frontal regions. Selective neural processing due to stimulus relevance was reduced in boys with RD as compared to normal readers. This reduced selectivity was indicated by a predominantly symmetrical reduction in the magnitude of a positive difference potential over the central regions, between 300 and 360 msec, and then by a left greater than right hemisphere reduction in the magnitude of a positive difference potential over the occipital regions, at about 400 msec. Task relevance increased the within-subject and condition variability of this occipital positive component and this effect was greater for boys without than with RD, particularly over the left hemisphere. Selective neural processing due to stimulus relevance was greater in boys with ADD as compared to those without ADD. This was indicated by an increase in the magnitude of a positive difference potential between 320 and 400 msec over the central and frontal regions and a slow, late, negative difference potential between 600 and 800 msec over the central and occipital regions. These ADD effects tended to be greater over the right than left hemisphere. The unique polarity, scalp distribution, and time course of the effects of RD as compared to ADD on ERPs to relevant stimuli clearly indicated these two disorders, in part, involve different underlying brain deficits.     

From riskier to safer driving decisions: The role of feedback and the experiential automatic processing system

Decision making in risky driving contexts is mainly guided by automatic processes. This requires the previous learning of cognitive rules and heuristics. The acquisition of safer cognitive heuristics depends on previous experience and adequate feedback to our responses. The first aim of this research was to analyze the effect of negative feedback on risk evaluation and decision processes in dangerous and harmless driving contexts. The second aim was to demonstrate the influence of prior experience upon the process of decision-making and feedback, comparing individuals with and without driving experience. One hundred and three participants (with and without driving license) were required to evaluate a set of 120 driving images with respect to the risk level of the situations and decide whether to brake or not. Half of the participants received negative feedback. The results showed that decisions were faster and more accurate than evaluations, and both were improved by the effect of feedback and previous experience in risk situations. However, the same feedback resulted in inaccurate risk evaluations and decisions in harmless situations. The cognitive processes underlying these effects point to a response bias rather than to discriminative factors. These results clarify the effect of negative feedback and previous experience on different phases of the decision-making process, showing the importance of these factors for the automatic processes and cognitive heuristics implied in driving. Our findings have potentially important applied value in the promotion of safe driving practices.