Theory for the mechanism of action of “miracle fruit”

The action of miracle fruit in changing the quality of a sour stimulus to that of sweet is hypothesized as being caused by blocking of the sour receptor sites. It is assumed, according to a new theory that holds that proton acceptors are sweet-evoking, that many sour stimuli are also simultaneously stimuli for the sweet receptors. However, the resulting sweet information is strongly inhibited by the sour system, so that sweet is not reported.     

Gustatory quality changes as a function of solution concentration

Four selected female Ss were instructed to respond with the qualities of either bitter, salty, sour, sweet, or no taste to solutions of LiCl, KCl, Li₂SO₄, or K₂SO₄ which varied in concentration from 0.0040 to 0.050 M for the first two salts, and 0.0020 to 0.025 F for the last two. Mean percentages of each quality, with sweet combined with the no taste response, when plotted against concentration, gave functions in which one quality predominated within a given concentration range. This quality was superseded by another over a higher concentration range. These results are explained in terms of an inhibition phenomenon.     

In the Eye of the Beholder: Accounting for Variability in Attitudes and Cognitive/Affective Reactions Toward the Threat of Nuclear War1

The present study was designed to evaluate four characteristics of subjects [i.e., generation (students vs. parents), gender, nuclear threat orientation, and political affiliation] in terms of potential differences in attitudes and cognitive/affective reactions toward the threat of nuclear war. Subjects were 297 college students and their parents (n= 546), who completed a multifaceted questionnaire concerning nuclear-related thoughts, feelings, opinions, and predictions. Multivariate analyses suggested that college students were more distressed than parents about the threat of nuclear war, that men were less anxious than women and more supportive of a “peace through strength” perspective, that individuals endorsing the Disarmist orientation were more worried about nuclear war yet more optimistic than other groups concerning their ability to help reduce the nuclear threat, and that Republicans and Democrats were split along party lines in terms of their attitudes and cognitive/affective responses. Results are discussed with regard to the potential influence of sex-role socialization processes and the importance of optimism in a nuclear world.     

Single-component microcomputer-driven assessment of attention

The Gordon Diagnostic System (GDS) is a single-component microcomputer-based instrument that can be used to administer 11 psychological tests. The game-like tasks provide objective data for evaluating possible attention-deficit hyperactivity disorder or other conditions that affect a person’s ability to sustain attention and exert self-control. The core of the instrument is an integrated circuit with a microprocessor, a random access memory, and an erasable, programmable read-only memory (EPROM). It can be programmed with an IBM PC and an EPROM programmer. The assembly language source is compiled into machine language, which is used to simulate the GDS on the IBM PC or is “burned” into the ROM. The memory is erasable with ultraviolet light, so revisions can be made easily. The GDS illustrates that “custom” programming a ROM is not limited to large industrial concerns, and that it can be done within small research groups.     

Online shopping experience in an emerging e‐retailing market: Towards a conceptual model

We develop a comprehensive and integrated framework of online shopping experience (hereafter OSE) from an emerging market perspective. Using a netnographic research method, we content analysed 284 experiential reviews of 2 leading Nigerian e‐retailers. Augmented by the theory of customer engagement, we identify 8 dimensions of OSE that activate shoppers' affective and cognitive states, which consequently lead to 4 behavioural outcomes, namely, internal responses to service experience, external responses to service experience, repurchase intentions, and word of mouth intentions. The proposed dynamic and comprehensive framework reflects all phases of the consumer decision‐making process and demonstrates that OSE has both perceptual and behavioural components. We make 3 important contributions. First, the paper provides a comprehensive and dynamic model of customer experience that encompasses all the stages in the customer decision‐making process by drawing on a new theoretical perspective to demonstrate how the unique attributes of OSE contribute to extant customer experience research. Second, we advance experiential consumption theory by incorporating attributes of OSE evolved through a unique qualitative research method into existing frameworks of customer experience. Third, we compare and contrast findings from an emerging market with research from more mature markets, when they were undergoing similar development patterns. From a managerial perspective, we illustrate how online retailers operating in emerging markets can draw from the experiences of mature markets and understand the key differences between markets so that they can develop customer experience management strategies by concentrating on the most important components of customer experience.     

Incremental grouping of image elements in vision

One important task for the visual system is to group image elements that belong to an object and to segregate them from other objects and the background. We here present an incremental grouping theory (IGT) that addresses the role of object-based attention in perceptual grouping at a psychological level and, at the same time, outlines the mechanisms for grouping at the neurophysiological level. The IGT proposes that there are two processes for perceptual grouping. The first process is base grouping and relies on neurons that are tuned to feature conjunctions. Base grouping is fast and occurs in parallel across the visual scene, but not all possible feature conjunctions can be coded as base groupings. If there are no neurons tuned to the relevant feature conjunctions, a second process called incremental grouping comes into play. Incremental grouping is a time-consuming and capacity-limited process that requires the gradual spread of enhanced neuronal activity across the representation of an object in the visual cortex. The spread of enhanced neuronal activity corresponds to the labeling of image elements with object-based attention.