An exploratory study of consumer style: country differences and international segments

• An important consideration for marketers is determining the best approach to take when marketing their product or service across national borders. It has become clear that the answer to this is not as simple as complete standardization or adaptation, and the appropriate approach may be contingent on a complex set of variables. One key aspect of the puzzle relates to an understanding of the attitudes and behaviours of consumers. The current study examines consumer style (variables related to the way people engage in their consumption activities) as an important area of consideration related to international marketing efforts. Consumer style was investigated in three European countries and the US, using data from the DDB Brand Capital Study (a multi‐country survey). Although results showed that country differences are evident on consumption style, a cluster analysis suggests that there were four segments of consumers that transcend country boundaries. The findings add to our knowledge about consumers in these countries and the characteristics of the segments with respect to differing styles of consumption.

Copyright © 2007 John Wiley & Sons, Ltd.     

The emotional attentional blink is robust to divided attention

The emotional attentional blink (EAB) refers to a temporary impairment in the ability to identify a target when it is preceded by an emotional distractor. It is thought to occur because the emotional salience of the distractor exogenously captures attention for a brief duration, rendering the target unattended and preventing it from reaching awareness. Here we tested the extent to which the EAB can be attenuated by inducing a diffuse top-down attentional state, which has been shown to improve target identification in an analogous attentional phenomenon, the attentional blink. Rapid sequences of landscape images were presented centrally, and participants reported the orientation of a ± 90° rotation of a landscape target. To induce a diffuse state of attention, participants were given a secondary task of monitoring for the appearance of a colored dot in the periphery. We found that emotional distractors impaired target recognition performance to comparable extents, regardless of whether or not participants concurrently performed the peripheral-monitoring task. Moreover, we found that performance of the secondary task led to an impaired ability to ignore neutral distractors. Subjective ratings of target vividness mirrored the behavioral accuracy, with frequent reports of intermediate levels of vividness suggesting that the EAB might impair target visibility in a graded manner. Our results demonstrate that the EAB is robust to manipulations of top-down attention, suggesting that the temporary capture of attention by emotionally salient stimuli involves processes that are distinct from those that produce the attentional blink.     

Ethnicity and sex-role socialization: A comparative example using life history data from Hawaii

Hawaii's multiethnic society is explored as a field for researching the impact of ethnicity on the learning of female sex roles via the life history approach. Life history data collected by the author from women of Hawaii's Chinese and Portuguese communities is drawn on for a comparison of their socialization to sex-related roles in the domestic and selected public domains during their girlhoods in the 1920s and 1930s. Discussion examines six categories of information pertinent to research of the ethnicity/sex-role relationship which the case studies suggest life histories are rich in. Possible future directions for research of the topic via the life history approach are considered.     

Duration discrimination of empty time intervals marked by intermodal pulses

In 1973, Rousseau and Kristofferson reported that short empty intermodal time intervals marked by a light flash and a brief tone were poorly discriminated by subjects, and that AT,5 was constant over a large range of durations. It led them to suggest that short intramodal empty intervals, marked by stimuli from the same sensory modality, might be handled by a “more efficient mechanism” to which intermodal intervals would not have access. Unfortunately, their study lacked the basic evidence needed to make a strong statement: no direct comparison between inter- and intramodal duration discrimination and no within-subject discrimination function were available. To clarify these two issues, three experiments were performed. The data indicate that intermodal time intervals are discriminated more poorly than intramodal ones, and that intermodal duration discrimination functions follow Weber’s law. Analysis of data from different experiments lead to the conclusion that inter- and intramodal intervals are timed by a common timekeeper and that intermodal intervals induce a large noise component in the timekeeping operation.

     

Polysemy and the subjective lexicon: Semantic relatedness and the salience of intraword senses

Subjective perceptions of the senses of polysemous English words are collected in questionnaire studies and the effects of variability in semantic distances among these senses are examined in an experiment. In the first of two questionnaire studies, native speakers produce meanings for 175 polysemous words; from their responses, the most frequently produced meaning for each word is identified as its dominant sense. In a second questionnaire, independent subjects rate the semantic relatedness between the dominant meaning and the other senses generated for each word in the first study. Relatedness measures vary, raising the possibility that polysemous words vary in terms of the salience of their different senses in different contexts. This is confirmed in an experiment showing that salience ratings are influenced by the interacting factors of sentential context, extent of relatedness of the senses, and the dominance status of the senses.This research was supported by a grant from the Special Research Fund, University of Western Australia, to Kevin Durkin.     

Positive affect as a moderator of liking effects on trust and attraction

Attitude similarity effects on attraction appear to be mediated sequentially by positive affect, inferred attraction, and trust. That is, the first two supposedly distal mediators influence each other in building trust, a mediator proximal to attraction. However, the correlational nature of data reported heretofore precludes definitive conclusions about sequential dependency between the two distal mediators. In the research reported, therefore, the authors manipulated positive affect in the participants (Time 1) and liking of the partner for them (Time 2), and measured trust before attraction. As predicted, liking effects on trust and attraction were stronger when positive affect in the participants was high than when it was low. Importantly, the interaction effect in trust fully mediated the interaction effect in attraction.     

The prediction of intelligence in preschool children using alternative models to regression

Statistical prediction of an outcome variable using multiple independent variables is a common practice in the social and behavioral sciences. For example, neuropsychologists are sometimes called upon to provide predictions of preinjury cognitive functioning for individuals who have suffered a traumatic brain injury. Typically, these predictions are made using standard multiple linear regression models with several demographic variables (e.g., gender, ethnicity, education level) as predictors. Prior research has shown conflicting evidence regarding the ability of such models to provide accurate predictions of outcome variables such as full-scale intelligence (FSIQ) test scores. The present study had two goals: (1) to demonstrate the utility of a set of alternative prediction methods that have been applied extensively in the natural sciences and business but have not been frequently explored in the social sciences and (2) to develop models that can be used to predict premorbid cognitive functioning in preschool children. Predictions of Stanford–Binet 5 FSIQ scores for preschool-aged children is used to compare the performance of a multiple regression model with several of these alternative methods. Results demonstrate that classification and regression treesprovided more accurate predictions of FSIQ scores than does the more traditional regression approach. Implications of these results are discussed.     

Visual illusions affect both movement planning and on-line control: a multiple cue position on bias and goal-directed action

Over the last decade, there has been an interest in the impact of visual illusions on the control of action. Much of this work has been motivated by Milner and Goodale's two visual system model of visual processing. This model is based on a hypothesized dissociation between cognitive judgments and the visual control of action. It holds that action is immune to the visual context that provides the basis for the illusion-induced bias associated with cognitive judgments. Recently, Glover has challenged this position and has suggested that movement planning, but not movement execution is susceptible to visual illusions. Research from our lab is inconsistent with both models of visual-motor processing. With respect to the planning and control model, kinematic evidence shows that the impact of an illusion on manual aiming increases as the limb approaches the target. For the Ebbinghaus illusion, this involved a decrease in the time after peak velocity to accommodate the 'perceived' size of the target. For the Müller-Lyer illusion, the influence of the figure's tails increased from peak velocity to the end of the movement. Although our findings contradict a strong version of the two visual systems hypothesis, we did find dissociations between perception and action in another experiment. In this Müller-Lyer study, perceptual decisions were influenced by misjudgment of extent, while action was influenced by misjudgment of target position. Overall, our findings are consistent with the idea that it is often necessary to use visual context to make adjustments to ongoing movements.     

The fluttering-heart illusion: a new hypothesis

The fluttering-heart illusion is a perceived lagging behind of a colour target on a background of a different colour when the two are oscillated together. It has been proposed that the illusion is caused by a differential in the perceptual latencies of different colours (Helmholtz 1867/1962), a differential in rod-cone latencies (von Kries 1896) and rod-cone interactions (von Grünau 1975, 1976 Vision Research 15 431-436, 437-440; 16 397-401; see list of references there). The purpose of this experiment was to assess the hypothesis that the fluttering-heart illusion is caused by a differential in the perceived velocities of chromatic and achromatic motion. To evaluate this hypothesis, we tested observers possessing normal colour vision and deuteranopes. The perceived delay of a chromatic target relative to an achromatic target was measured as a function of background cone contrast and target colour. For observers with normal colour vision, the perceived delay of the chromatic target is greater in the L-S than the L-M testing conditions. The reverse is observed in deuteranope observers. We suggest that this is caused by the absence of an L-M opponent mechanism contributing to chromatic motion in deuteranopes. Greater background cone contrasts tended to yield smaller perceived delays in both normal and deuteranope observers, indicating that greater chromatic modulation decreases the perceived delay of the colour target. These results support the hypothesis that the fluttering-heart illusion can be explained by a differential in the perceived velocities of chromatic and achromatic motion.