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.

     

Social desirability scale values of locus of control scale items

Summaiy: Three groups of subjects rated each item in Rotter's I-E Scale for its social desirability value. Social desirability scale values (SDSV) of paired items were compared with one another. Results indicated that paired items are not sufficiently similar in their SDSVs, thus enabling subjects to respond on the basis of social desirability. All three groups rated internal items as being significantly more socially desirable than external items. The correlations between the SDSV ratings of the three groups were highly significant. The results indicate that the scale, as it is currently used, is seriously deficient.     

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.     

Effects of number of alternatives on the psychological refractory period

The effects of changing the number of choices in the first response on “psychological refractoriness” were found to be partially consistent with intermittency theory but modifications may be needed to explain the results when the number of choices in the second response is increased.