Color at the point of sale: Psychological and communicative implications

The environment that surrounds a consumer when they are at a point of sale can influence them both psychologically and communicatively. In this sense, the study arises from the need to discover the capacity of influence that colors of the components of the commercial establishment (wall, floor, ceiling, and furniture) have. The aim is to determine whether these factors influence the psychological level (feeling of pleasantness, calmness, etc.) and the communicative experience received in stores. The quasi-experimental methodology made it possible to study the impact of the independent variables (colors of the different components) on the dependent variables (psychological and communicative). For this purpose, two methods of measurement were constructed: a tool for the analysis of commercial establishments which allowed to establish patterns and a reception protocol capable of measuring both levels of influence of components and colors, by means of a reception test comprising of Level I (psychological) and Level II (communicative). This survey was applied to a total sample of 315 subjects. Overall, the study makes it possible to define which architectural components and colors stores should have in order to exert a certain perceptual influence on the subject. In general terms, this study reflects how the color of the different components of the space can influence the subject's primary perception of the establishment, with respect to the feeling of pleasantness, comfort, stimulation, calmness, security, spaciousness, formality, and warmth, as well as the perception of the quantity and quality of the information received and overall satisfaction and confidence.     

Control by Contextual Stimuli in Novel Second-Order Conditional Discriminations

The Psychological Record - Eighteen undergraduates participated in studies designed to examine the factors that produce transfer of contextual functions to novel stimuli in second-order conditional...     

Social cognitive predictors of peer acceptance at age 5 and the moderating effects of gender

In this study we examined the effects of social intelligence, empathy, verbal ability and appearance‐reality distinction on the level of peer acceptance, as well as the moderating role of gender. Participants were 98 five‐year‐old children (43 boys and 55 girls; mean age 5 years 3 months for boys and girls). Our results showed a main effect of social intelligence on peer acceptance, as well as several other effects that were moderated by gender: a significant and positive effect of verbal ability on social acceptance was found for boys; appearance‐reality distinction was found to have a positive effect on social acceptance in the case of girls; and although empathy had a significant positive effect on social acceptance for both boys and girls, this effect was more pronounced among boys. Our results suggest that abilities promoting peer acceptance are different for boys and girls.     

A Longitudinal Study of Shop Stewards’ Union Commitment and Perceptions of Union Instrumentality and Support

Although previous studies have hypothesised that union perceptions (e.g. perceived union instrumentality, perceived union support) predict members’ commitment to the union, these relationships have only been tested cross‐sectionally. Drawing on attitude–behavior consistency theory, this study hypothesised that union commitment may be an antecedent of union perceptions. Cross‐lagged structural equation models with one year separating waves of data collection (N = 676) provided the most support for a model suggesting that commitment precedes perceptions of the union. These results point to the need to consider new models of union commitment for shop stewards and, potentially, union members.