Delving into brand anthropomorphisation strategies in the experiential context of name-brand voice assistants

Consumers' increasing use of voice-activated artificial intelligence technologies is stimulating the development of a new line of research in the field of marketing aiming to analyse the branding implications in this innovative experiential context. The spread of so-called name-brand voice assistants (NBVAs) is creating interesting opportunities in terms of brand anthropomorphism. The brand anthropomorphisation strategies adopted by companies are poorly studied in the academic literature, and only one contribution has been made in the experiential field of NBVAs. Therefore, the objective of our work is to begin to fill this gap by investigating the pillars of brand anthropomorphisation strategies (i.e., activities and branding outcomes) in the specific NBVA context by adopting a managerial perspective. Therefore, we followed an exploratory qualitative approach based on in-depth personal interviews with practitioners engaged in these strategies in the automotive sector. The resulting cognitive map reveals the following three levels of strategic pillars: drivers (i.e., designing a human-like brand voice and human-like consumer-brand dialogue), intermediate outcomes (i.e., brand personality and the strength of consumer-brand relationships), and final outcomes (i.e., multidimensional brand loyalty). Our study enriches both the literature concerning brand anthropomorphisation strategies and the nascent stream on NBVAs and provides managerial guidelines in the new in-car NBVA context.     

Insights into computational thinking from think-aloud interviews: A systematic review

This systematic review examines 35 empirical studies featuring the use of think-aloud interviews in computational thinking (CT) research. Findings show that think-aloud interviews (1) are typically conducted in Computer Science classrooms and with K-12 students; (2) are usually combined with other exploratory CT assessment tools; (3) have the potential to benefit learners with special needs and identify the competency gaps through involving diverse participants; (4) are conducted in the absence of cognitive models and standard procedures; and (5) display insufficient definitional and methodological rigor. Theoretically, this review presents a systematic assessment about the application of think-aloud interviews in CT studies and identifies the limitations in existing CT-related think-aloud studies. Practically, this review serves as a reference for studying the cognitive processes during CT problem-solving and provides suggestions for CT researchers who intend to incorporate think-aloud interviews in their studies.     

Lifespan normative data (18–89 years) for Raven's Advanced Progressive Matrices Set I

Raven's Advanced Progressive Matrices (APM) Set I is a validated and brief test of fluid intelligence, ideal for use in busy clinical settings. However, there is a dearth of normative data allowing an accurate interpretation of APM scores. To address this, we present normative data from across the adult lifespan (18–89 years) for the APM Set I. Data are presented in five age cohorts (total N = 352), including two older adult cohorts (65–79 years and 80–89 years), which allows age-standardized assessment. We also present data from a validated measure of premorbid intellectual ability, which was absent from previous standardizations of longer forms of the APM. In line with previous findings, a striking age-related decline was noted, beginning relatively early in adulthood and most marked amongst lower-scoring individuals. Older adults did not demonstrate difficulty with specific test items or make an increased proportion of specific errors. Sex was not a significant predictor of performance. The data set is of particular use in the neuropsychological assessment of older adults, given the known susceptibility of fluid intelligence to both the effects of normal ageing and acquired brain injury in older age. The results are discussed in light of theories of neurological ageing.     

Implicit and explicit COVID-19-vaccine harmfulness/helpfulness associations predict vaccine beliefs,intentions, and behaviors

We investigated the role of implicit and explicit associations between harm and COVID-19 vaccines using a large sample (N = 4668) of online volunteers. The participants completed a brief implicit association test and explicit measures to evaluate the extent to which they associated COVID-19 vaccines with concepts of harmfulness or helpfulness. We examined the relationship between these harmfulness/helpfulness COVID-19 vaccine associations and vaccination status, intentions, beliefs, and behavior. We found that stronger implicit and explicit associations that COVID-19 vaccines are helpful relate to vaccination status and beliefs about the COVID-19 vaccine. That is, stronger pro-helpful COVID-19 vaccine associations, both implicitly and explicitly, related to greater intentions to be vaccinated, more positive beliefs about the vaccine, and greater vaccine uptake.     

Memory lapses during a pandemic: Differential associations between COVID-stress and daily memory lapses?

The policies related to COVID-19 pandemic such as stay at home orders and social distancing increased daily stress and associated impairments in mental health. This study examines the association between COVID-related stress and cognitive functioning by examining two different types of daily memory lapses, those related to prospective memory (i.e., memory for future plans) and retrospective memory (i.e., memory for past information) as well as the perceived emotional and functional consequences of daily memory problems. As part of a larger study, 58 adults (18 men; 22 ± 3 years) completed a web-based version of the daily inventory of stressful events including stress related to COVID-19 and positive/negative affect for eight consecutive days between 8 September 2020 and 11 November 2020. Findings showed that prospective lapses were positively correlated with COVID-19 stressors (r = 0.41, p = 0.002). At the within-person level, daily COVID-19 stressors were significantly associated with the number of prospective lapses (b = 0.088, SE = 0.040). COVID-19-related stressors were not significantly related to retrospective lapses (all ps > 0.05). Our findings suggested that more daily COVID-19 stressors were related to greater numbers of prospective lapses in daily life even among healthy younger adults. Thus, future research should address long term relations of COVID-19 stress and cognitive functioning in addition to the specific cognitive impairments related to COVID-19 infection.     

The associations of cultural worldviews,political orientation,and trust with COVID-19 risk beliefs in the U.S.

Given that risk beliefs predict engagement in behaviors to prevent disease, it is important to understand the factors associated with risk beliefs. In the present paper, we conducted path analyses to investigate the associations of belief systems (political orientation and cultural worldviews of individualism and hierarchy) with COVID-19 risk beliefs (i.e., perceived likelihood, perceived severity, and worry about disease; Studies 1 and 2), and the indirect effect through trust in information sources in these relationships (Study 1). Two online panels of U.S. adults were surveyed at three timepoints during the COVID-19 pandemic (Study 1: baseline n = 1,667, 1-year follow-up n = 551; Study 2: n = 404). Results of path analyses indicated that, across studies and timepoints, when controlling for political orientation, trust, and demographic factors, greater individualism had consistent significant direct effects on lower perceived severity and worry about COVID-19, whereas greater hierarchy had consistent significant direct effects on lower perceived severity. However, after accounting for cultural worldviews of individualism and hierarchy (and trust and demographic factors), none of the associations among political orientation and any of the three COVID-19 risk beliefs were significant. The test of indirect effects indicated that individualism and hierarchy were indirectly associated with lower perceived severity of and worry about COVID-19 through less trust. The findings suggest that cultural worldviews of individualism and hierarchy play a role in shaping people's risk beliefs.     

Tightness shifts in the U.S. and China: Implications of tightening or loosening norms during the coronavirus pandemic

Emergent research identifies cultural tightness-looseness as an important factor for understanding cross-national outcome differences during the coronavirus pandemic. Because perceived tightness-looseness can be measured as an individual-level difference rather than a nation-level difference, and because tightness-looseness may shift during large-scale crises, we investigated whether such shifts occurred early in the coronavirus pandemic in both China (a relatively tight nation, n = 3642) and the U.S. (a relatively loose nation, n = 3583) across three cohorts. Tightness increased across cohorts in China and reduced across cohorts in the U.S. These changes transmitted corresponding indirect effects whereby compliance and institutional trust (scientific and government) about the pandemic were increased in China across cohorts, but decreased in the U.S. across cohorts. These patterns extend advice that national governments can increase compliance and trust via “tightening” by cautioning against norm-setters signaling the reverse (that norms about compliance are loose) given the outcomes observed in the U.S. samples.     

Prosocial orientation and COVID-19 vaccine willingness in the U.S.

Despite evidence of the safety and effectiveness of COVID-19 vaccines and their wide availability, many in the U.S. are not vaccinated. Research demonstrates that prosocial orientations predict COVID-19 health behaviors (e.g., social distancing) and vaccination intentions, however, little work has examined COVID-19 vaccination willingness in the U.S. since vaccines were approved. Findings from two U.S. samples show that, in contrast to other COVID-19 health behaviors, vaccine willingness in unvaccinated people is unrelated to prosocial orientation. Study 2 demonstrates that the lack of association between vaccine willingness and prosocial orientation in unvaccinated participants was specific to those with stronger beliefs that COVID-19 vaccines are ineffective. Thus, in prosocial people, perceptions of vaccines' ineffectiveness may undermine COVID-19 vaccine willingness.