Customer experience in coffee stores: A multidisciplinary Neuromarketing approach

Companies in the service retailing industry are constantly looking for strategies to provide a customer experience that improves brand perception and increases customer loyalty. This study provides a deeper understanding of customer experience in two coffee stores in Vietnam by providing a multidisciplinary approach, including a quantitative and a neuromarketing approach. Two-hundred participants participated in the study, combining mystery shopping visits with the Brand Association Reaction Time Test (BARTT). Results from the mystery shopping visits confirm the holistic concept of customer experience. Store atmosphere, employee service, drink quality, price, and previous visits significantly impact customer experience. Empirical results also confirm the impact of customer experience on loyalty. Furthermore, the BARTT analysis shows that in-store customer experience can influence customers' short-term brand perceptions. The national brand is associated with friendly, expensive, globalized, and unique, whereas the local brand revealed significant associations with clean, smells good, welcoming, and unique. From the mystery shopping results and the BARTT, we can infer that customer experience needs multi-methodological capturing of its multifaceted aspects. Our findings are relevant to researchers and practitioners seeking to understand and bolster customer experiences, justifying a multidisciplinary approach and the application of new insightful tools.     

Self-regulation processes and health: the importance of optimism and goal adjustment

This article discusses how self-regulatory models can be used to understand people's response to health threats. The article begins with a general discussion of the principles and assumptions of self-regulatory models of behavior. Two distinct lines of research are then presented addressing two important processes of adaptive self-regulation. First, we provide a brief overview of the literature on optimism and adjustment to chronic disease and other health outcomes. Second, we present an overview of the process of disengagement from unattainable goals, focusing on recent research. We close by making recommendations for future research.     

Auditory frequency discrimination in adult developmental dyslexics

Developmental dyslexics reportedly discriminate auditory frequency poorly. A recent study found no such deficit. Unlike its predecessors, however, it employed multiple exposures per trial to the standard stimulus. To investigate whether this affects frequency discrimination in dyslexics, a traditional two-interval same-different paradigm (2I_1A_X) and a variant with six A-stimuli per trial (2I_6A_X) were used here. Frequency varied around 500 Hz; interstimulus interval (ISI) ranged between 0 and 1,000 msec. Under 2I_1A_X, dyslexics always had larger just noticeable differences (JNDs) than did controls. Dyslexic and control JNDs were equal at shorter ISIs under 2I_6A_X, but dyslexics became worse than controls at longer ISIs. Signal detection analysis suggests that both sensory variance and trace variance are larger in dyslexics than in controls.     

Personal need for structure and creative performance: the moderating influence of fear of invalidity

Previous research has suggested that personal need for structure (PNS) is negatively related to creative performance. In this article, it is argued that this relation, in fact, depends on another personality variable: personal fear of invalidity (PFI). When PFI is high, PNS should indeed be negatively associated with creativity. However, PNS should be positively associated with creativity when PFI is low, because this combination enables people to take a structured approach to creative tasks and this can be helpful to overcome their reliance on conventional and accessible task strategies. In four studies, this hypothesis is tested using different measures of creative performance. The expected interaction effect is found for measures of ideational fluency and measures of originality but not for measures of flexibility. Moreover, it is shown that the interaction effect between PNS and PFI is mediated by perseverance within thought categories.     

You've gotta know when to fold 'em: goal disengagement and systemic inflammation in adolescence

The notion that persistence is essential for success and happiness is deeply embedded in popular and scientific writings. However, when people are faced with situations in which they cannot realize a key life goal, the most adaptive response for mental and physical health may be to disengage from that goal. This project followed 90 adolescents over the course of 1 year. Capacities for managing unattainable goals were assessed at baseline, and concentrations of the inflammatory molecule C-reactive protein (CRP) were quantified at that time, as well as 6 and 12 months later. To the extent that subjects had difficulties disengaging from unattainable goals, they displayed increasing concentrations of CRP over the follow-up. This association was independent of potential confounds, including adiposity, smoking, and depression. Because excessive inflammation contributes to a variety of adverse medical outcomes, these findings suggest that in some contexts, persistence may actually undermine well-being and good health.     

Networks of Meaning: Intergroup Relations, Cultural Worldviews, and Knowledge Activation Principles

In this article, we bring advances in the fields of social cognition, personality, and culture to bear on the topic of intergroup relations. Specifically, principles of knowledge activation ( Higgins, 1996 ), and of the architecture of knowledge networks ( Cervone, 2005; Mischel & Shoda, 1995 ) are applied to understanding how cultural groups develop divergent worldviews. We discuss these principles within a recently proposed model of culture and person dynamics, the Cultural Cognitive-Affective Processing System ( Mendoza-Denton & Mischel, 2007 ). It is argued that the underlying psychological principles that govern knowledge acquisition and activation may be universal, but that the manifestations of these processes are culture specific. More precisely, culture impacts the availability, applicability, and accessibility of knowledge, as well as the organizational relationships among constructs. Together, these processes give rise to complex networks of meaning that, despite diverging across cultures, can nevertheless be communicated and understood by non-natives of that culture.     

A short-term group treatment model for gay male survivors of childhood sexual abuse living with HIV/AIDS

HIV-positive gay male survivors of childhood sexual abuse (CSA) face three layers of trauma: childhood abuse, homophobic oppression, and HIV/AIDS. Additionally, CSA has been shown to increase HIV risk behavior among gay men, and the trauma of HIV infection often parallels the experience of CSA. Effective coping strategies are particularly important for people living with HIV/AIDS in order to adapt to physical, psychological, and social implications of infection. However, coping strategies once adaptive in the context of CSA may become maladaptive in adulthood. Interventions are needed that enhance coping and address CSA for survivors living with HIV/AIDS to protect their own health and to prevent new transmissions. This article presents a group model found to be efficacious for treating gay male survivors of CSA living with HIV/AIDS.