Consumer response journey following a product-harm crisis: The role of online brand communities

Online brand communities can serve as a crucial information source about a product-harm crisis and allow consumers to seek information from others and share their opinions in a social dynamic environment. The role of an online brand community in shaping consumer responses following such a crisis nevertheless remains under-researched. Drawing from attribution theory, this research explores the dynamic and holistic consumer journey in online brand communities following a product-harm crisis, specifically examining consumer attribution as the key mechanism and consumers' decision to forgive the brand as the outcome response. This research includes two studies. First, a netnographic pilot study is conducted to provide real-world evidence for the research phenomenon and to explore consumer responses within the natural setting of an online brand community. Second, the main study uses an interpretivist epistemological approach to track the unfolding process and capture the evolution of consumer attribution and forgiveness. The results show the social nature of attribution as members engage with others in online brand communities, seeking and verifying information, sensemaking and forming opinions. The findings make theoretical contributions to the literature on attribution and product-harm crisis. The findings from the research also help brands make informed decisions on crisis management strategies.     

The Role of Typical and Atypical Events in Story Memory

To understand how viewers or readers process and remember media narratives such as entertainment, news, and information is critical to our understanding of the mental processing of television and other media. Media stories contain both typical and atypical events and people, but little is known about how readers or viewers process and remember these two types of information. Participants in 2 experiments remembered atypical story items much better even a week later. However, the conservative way they treated atypical memories could give the illusion that typical items are better remembered than they really are. The results have implications for both mass media theory and theories of memory.     

Erratum to: The organization of room geometry and object layout geometry in human memory

Research with humans and with nonhuman species has suggested a special role of room geometry in spatial memory functioning. In two experiments, participants learned the configuration of a room with four corners, along with the configuration of four objects within the room, while standing in a fixed position at the room’s periphery. The configurations were either rectangular (Experiment 1) or irregular (Experiment 2). Room geometry was not recalled better than object layout geometry, and memories for both configurations were orientation dependent. These results suggest that room geometry and object layout geometry are represented similarly in human memory, at least in situations that promote long-term learning of object locations. There were also some differences between corners and objects in orientation dependence, suggesting that the two sources of information are represented in similar but separate spatial reference systems.     

Holistic reasoning on the other side of the world: validation of the analysis-holism scale in Mexicans

The universality of cognitive processes has been called into question. Research suggests that individuals from Eastern cultures (e.g., China, Korea) when compared to individuals from Western cultures (e.g., the United States) prefer to reason holistically. This line of research has not been extended to cultural groups far removed from cultures traditionally surveyed in cross-cultural research such as Hispanics. We conducted two studies to understand: 1) the generalizability of the construct of holistic reasoning in Mexicans, and 2) the preferred reasoning style of Mexicans when compared to U.S. Americans. Results support the generalization of the factor structure of holistic reasoning as originally hypothesized by Choi, Koo, and Choi (2007). The results of Study 2 suggest that Mexicans scored higher than U.S. Americans on certain aspects of holistic reasoning.     

Distraction while driving: The case of older drivers

As the impairment of older drivers is especially found in perception and attention, one could assume that they are especially prone to distraction effects of secondary tasks performed while driving. The aim of the study was to examine the effect of age on driving performance as well as the compensation strategies of older drivers under distraction. 10 middle-aged and 10 older drivers drove in a simulator with and without a secondary task. To assess driving performance the Lane Change Task (Mattes, 2003) was used. This method aims at estimating driver demand while a secondary task is being performed, by measuring performance degradation on a primary driving-like task in a standardized manner. The secondary task – a self-developed computer-based version of “d2 Test of Attention” was presented both with and without time pressure. The results show that older participants’ overall driving performance (mean deviation from an ideal path) was worse in all conditions as compared to the younger ones. With regard to lane change reaction time both age groups were influenced by distraction in a comparable manner. However, when the lane keeping performance (standard deviation of the lateral position) was examined, the older participants were more affected than the younger ones. This pattern could be explained by compensation strategies of the older drivers. They focused on the most relevant part of the driving task, the lane change manoeuvres and were able to maintain their performance level in a similar way as did younger drivers. The driving performance of the older participants was not additionally impaired when the secondary task imposed time pressure. Overall, subjective rating of driving performance, perceived workload and perceived distraction was found to be similar for both age groups. The observed trends and patterns associated with distraction while driving should contribute to the further research or practical work regarding in-vehicle technologies and older drivers.     

Rowlands,Rawlsian Justice and Animal Experimentation

Mark Rowlands argues that, contrary to the dominant view, a Rawlsian theory of justice can legitimately be applied to animals. One of the implications of doing so, Rowlands argues, is an end to animal experimentation. I will argue, contrary to Rowlands, that under a Rawlsian theory there may be some circumstances where it is justifiable to use animals as experimental test subjects (where the individual animals are benefited by the experiments).     

Adult but not juvenile Barbary macaques spontaneously recognize group members from pictures

For group-living animals, it is crucial to distinguish one’s own group members from those of other groups. Studies applying operant conditioning revealed that monkeys living in relatively small groups are able to recognize their own group members when tested with photographs of group members and other conspecifics. Employing a simple looking time paradigm, we here show that Barbary macaques living in two social groups comprising 46 and 57 individuals, respectively, at the enclosure ‘La Forêt des Singes’ at Rocamadour are able to spontaneously distinguish photographs of members of their own group from those depicting animals that belong to another group. This ability appears to develop with age, as juveniles did not discriminate between members of their own group and another group, although they showed generally more interest in the pictures than did adults. Juveniles frequently displayed picture directed behaviours such as lip-smacking, touching and sniffing in both conditions, indicating that the stimuli were highly salient to them. In conclusion, it appears that at least adult monkeys are able to memorize the faces of a large number of individuals. Whether the difference in behaviour is based on individual recognition of one’s own group members or simply the discrimination based on familiarity remains unresolved. However, both mechanisms would be sufficient for group membership identification.