Customer's perceived value of waiting time for service events

The authors address the effects of money gain and loss on individually perceived value as predicted by prospect theory in a time gain‐and‐loss context. Three experiments were conducted. Experiment 1 results support the prospect theory concept of value function. According to Experiment 2 results, the amount of money involved exerted different impacts on individual perceptions—specifically, study participants preferred gaining $1 on one occasion to gaining 50 cents over two occasions and preferred losing $1 one time to losing 50 cents twice. Further, the combined results indicate that the study participants held different perceptions of the value of “short time” versus “little money”—that is, they preferred saving an extra 2 minutes on one occasion to saving 1 minute on two occasions and preferred waiting an extra 1 minute two times to waiting an extra 2 minutes one time. Copyright © 2014 John Wiley & Sons, Ltd.     

The effects of affective and cognitive elaborations from Facebook posts on consumer attitude formation

This research investigates the effects of affect and cognition in consumers' information processing of branded content on Facebook pages. A model was suggested to delve into the elaboration process leading to consumer attitude formation. A 2 (purchase‐decision involvement: low versus high) × 2 (product categories: hedonic versus utilitarian) × 2 (sources of Facebook posts: brand posts versus consumer posts) between‐subjects experiment was conducted online. The validated model demonstrates the main effects that affective elaboration significantly supersedes cognitive elaboration in forming attitudes toward the posts and attitudes toward the brand. Post hoc analyses show further evidence of the interaction effects that affective elaboration is the dominant influencer when consumers process brand‐related information in Facebook posts across situations. Theoretical implications for future research and managerial suggestions for social media marketing are discussed. Copyright © 2015 John Wiley & Sons, Ltd.     

Perception of parents as demonstrating the inherent merit of their values: Relations with self‐congruence and subjective well‐being

This study focuses on the parenting practice of inherent value demonstration (IVD), involving parents' tendency to express their values in behaviours and appear satisfied and vital while doing so. Data from Chinese college students (n = 89) confirmed the hypothesis that offspring's perception of their parents as engaged in IVD predicts offspring's subjective well‐being (SWB) through sense of self‐congruence. Importantly, these relations emerged also when controlling for fundamental autonomy‐supportive (FAS) parenting practices such as taking children's perspective, minimising control and allowing choice. These findings are consistent with the view that parents concerned with their children's sense of autonomy may do well to engage in IVD in addition to more fundamental autonomy‐supportive practices. Future research may examine the role of IVD in promoting authentic values that serve as an internal compass that guides children to act in ways that feel self‐congruent.     

Verbal and cognitive distractors in driving performance while using hands-free phones

This study investigated the effect of different types of distractions related to use of a hands-free phone on driving performance. The study used three types of verbal distractors: casual conversation, simple arithmetic number guessing, and number adding, in the phone conversation. 12 adults were instructed to follow a lead vehicle on a closed-course highway in a fixed-based driving simulator. The results showed that use of a hands-free cellular phone involving verbal and cognitive distractions impaired driving performance and skill. Types of distraction produced significantly different effects on several dependent variables: the driving speed, headway (distance between the lead car and the manipulated car), brake reaction time, and number of collisions with the lead car. In general, the higher the cognitive load involved in the dialogue, the worse the driving performance.     

Deciphering Heidegger's Connection with the Daodejing

This paper carries out an intensive study of Heidegger's famous reflection on the word dao and of his citations from the Daodejing, with the purpose of elucidating his complex relation with Daoist thinking. First I examine whether dao could be said to be a guideword for Heidegger's path of thinking. Then I discuss Heidegger's citations, in six places of his writings, from five chapters of the Daodejing, by situating them in the immediate textual context as well as against the broad background of the fundamental presuppositions and orientations of Heidegger and Laozi's thinking. My examination of Heidegger's citations from the Daodejing has for the first time gathered together all the relevant materials discovered so far.     

Can false memories spontaneously recover?

Can false memories that were suppressed at one time spontaneously recover at a later time? Fuzzy trace theory and activation-monitoring theory predict that false memories in the Deese, Roediger, and McDermott (DRM) procedure become substantially reduced as list learning progresses because participants employ a memory-editing process. It follows that if the editing process is rendered less effective, false memories should spontaneously recover. We found that after DRM lists were well learned and false recognition to critical words was substantially reduced by multiple study-test trials, those false memories spontaneously recovered when participants were either rushed or delayed on a retest. We attributed the reduction in false recognition over trials to a memory-editing process that suppresses false recognition as participants gradually learn which words were in the lists and which words, though similar, were not. Rushing or delaying the participants on a retest made it more difficult for them to edit their memory, and false memories spontaneously returned.     

Comparison of brain mechanisms underlying the processing of Chinese characters and pseudo-characters: an event-related potential study

Most Chinese characters are composed of a semantic radical on the left and a phonetic radical on the right. The semantic radical provides the semantic information; the phonetic radical provides information concerning the pronunciation of the whole character. The pseudo‐characters in the study consisted of different sub‐lexical parts of real Chinese characters and consequently they also had the semantic radical and the phonetic radical. But they were not readable and had no actual meaning. In order to investigate the spatiotemporal cortical activation patterns underlying the orthographic, phonological and semantic processing of Chinese characters, we used event‐related brain potentials (ERPs) to explore the processing of Chinese characters and pseudo‐characters when 14 healthy Chinese college students viewed the characters passively. Results showed that both Chinese characters and pseudo‐characters elicited an evident negative potential peaking around 120 ms (N120), which appeared to reflect initial orthographic distinction and evaluation. Then, Chinese pseudo‐characters elicited a more positive ERP deflection (P220) than did Chinese characters 200–250 ms after onset of the stimuli. It was similar to the recognition potential (RP) and might reflect the integration processes of phonological and semantic processing on the basis of early orthographic information. Dipole source analysis of the difference wave (pseudo‐characters minus characters) indicated that a generator localized in the left temporal‐occipital junction contributed to this effect, which was possibly related to phonological and perceptual–semantic information integration. Between 350–450 ms, a greater negativity (N360) in pseudo‐characters as compared to characters was found over midline fronto‐central scalp regions. Dipole analysis localized the generator of N360 in the right parahippocampal cortex. Therefore, the N360 might be an N400 component and reflect the higher‐level semantic activation on the basis of orthographic, phonological and perceptual–semantic processing.     

Gradual growth versus shape invariance in perceptual decision making

A dominant theme in modeling human perceptual judgments is that sensory neural activity is summed or integrated until a critical bound is reached. Such models predict that, in general, the shape of response time distributions change across conditions, although in practice, this shape change may be subtle. An alternative view is that response time distributions are shape invariant across conditions or groups. Shape invariance is predicted by some race models in which the first of several parallel fibers to communicate the signal determines the response. We competitively assess a specific gradual growth model, the one-bound diffusion model, against a natural shape-invariant competitor: shape invariance in an inverse Gaussian distribution. Assessment of subtle shape change versus shape invariance of response time distributions is aided by a Bayesian approach that allows the pooling of information across multiple participants. We find, conditional on reasonable distributional assumptions, subtle shape changes in response time that are highly concordant with a simple diffusion gradual growth model and discordant with shape invariance.     

Design-Based Guidelines for the Semantic Perception of Emergency Signs

The current study applies semantic differential to explore the semantic perception of emergency signs, in an attempt to analyze the meanings of emergency signs in regard to the psychological exigencies of the general public. The results indicate that problems concerning recognition accuracy have been observed, but also that the evaluation of the semantic meaning of the signs is positive. However, a number of emotional factors also emerge, indicating that if improvements should be made to the existing emergency signs, it would better facilitate evacuation in the event of an emergency. As for the design guidelines, the emergency signs should be readily recognizable and have a single meaning. Multiple symbolic meanings should be eliminated. Concrete design guidelines include: (a) safety movement, (b) clarity, and (c) safety. To avoid confusion in sign recognition, in addition to the improvements made based on the abovementioned guidelines, educational promotional activities carried out by the government would also prove very beneficial.