Adolescents' reply intent for sexual disclosure in cyberspace: gender differences and effects of anonymity and topic intimacy.

This study examined the effects of anonymity and topic intimacy on adolescents' reply intent for cyber partners' sexual disclosure on the Internet. Two hundred thirty-seven Taiwanese adolescents with sexual self-disclosure experiences on the Internet participated in an experimental study. Regardless of anonymity and topic intimacy, male adolescents were more willing than females to respond to cyber friends' sexual disclosure. The higher the anonymity was, the higher the reply intent for sexual self-disclosure. Participants exhibited higher reply intent when cyber friends self-disclosed sexual topics with higher intimacy. However, the effect of topic intimacy was moderated by anonymity. Topic intimacy displayed prominent influence on adolescents' reply intent in responding to cyber friends' sexual disclosure only when their disclosing condition was under moderate and high anonymity. Implications and future directions are discussed.     

Antecedents of Internet Retailing Loyalty: Differences Between Heavy Versus Light Shoppers

Purpose  The purpose of this study was to explore the moderating effects of heavy versus light shoppers on antecedents of customer’s satisfaction and loyalty toward an Internet retailer. Design/Methodology/Approach  A model discusses the different mechanisms in building an effective exchange relationship with light versus heavy shoppers was developed and tested using Internet book store as the study object. With the assistance of a marketing research firm, an Internet-based survey was employed to gather information on 375 users of Internet bookstores in Taiwan. Findings  The results showed that price/value had a stronger effect on overall satisfaction for light versus heavy shoppers, while trust had a stronger effect on overall satisfaction for heavy versus light shoppers. The study also found that consumers’ irreplaceable asset generated from past transaction with a focal Internet retailer had strong effects on their loyalty responses. Implications  Understanding of the moderating role of heavy versus light shoppers on satisfaction and loyalty formation helps to advance our theoretical understanding of the different routes of satisfaction and loyalty formation for different shoppers. The results of this study can help to inform the practitioners that price may play a role in drawing light shoppers, while perceived trust of the Internet store is more important in retaining heavy shoppers. It also demonstrated the importance of building asset specificity in increasing customer loyalty. Originality/Value  This is one of the first studies to provide evidence of the moderating effects of heavy versus light shoppers on satisfaction and loyalty formation. It explained and tested empirically the different mechanisms of satisfaction and loyalty formation between two groups of consumers.     

The Moderating Role of Agreeableness in the Relationship between Experiencing Anger and Creative Performance

Previous studies regarding the effect of experiencing anger on creative performance have shown controversial findings. Some studies have reported that anger hampers creative performance, whereas others have shown that anger promotes cognitive motivation and improves creative performance. Anger is associated with hostility, threats, and conflict, states that are congruent with low agreeableness. In contrast, anger is incompatible with an agreeable individual's preference for harmony and peace. Experiencing this negative activating emotion should be demanding and stressful to them and thereby hamper creative task engagement. Accordingly, we conducted an experimental study to examine whether agreeableness moderated the association between anger and creative performance. A total of 128 undergraduates were randomly assigned to receive either induced anger or a neutral emotion and then completed a creativity task. We found that participants with lower levels of agreeableness showed better fluency, flexibility, and originality in creativity in the anger relative to the neutral-emotion condition, whereas participants with higher levels of agreeableness showed better creative performance in the neutral emotion relative to the anger condition. The present findings not only provide a viable account for integrating inconsistent findings regarding the facilitating effect of anger on creativity but also contribute to contingent strategies for promoting creative performance.     

Psychophysical methods in study of consumers' perceived price change for food products

When adjusting product prices, marketers wish information concerning consumers' price perceptions. The present study aimed to develop an optimal pricing framework for food products by applying Weber's Law and Stevens' Power Law in psychophysics. The first phase attempted to measure the differential thresholds when magnitudes of prices were raised and lowered. The second phase was conducted to establish the psychophysical function representing perceived changes. Analysis showed consumers' differential thresholds were positively correlated with the initial price, consistent with Weber's Law. Further, participants' perceived change differed for increased and decreased prices. Products were perceived as cheaper only when medium-and low-priced products dropped dramatically in price. However, small reductions for the high-priced products were perceived as cheaper. Regardless of price changes, participants perceived products were more expensive when prices dropped by a small     

Real men are made,not born! Incidental exposure to energy drinks may promote men's tolerance of physical pain

The energy drink market has grown exponentially since the debut of Red Bull. Advertising of energy drinks tends to reinforce an emphasis on masculine identification. However, no previous study has addressed the symbolic effect of energy drinks on pain tolerance, that is, a particular masculine characteristic. We conducted a priming‐based experiment to show that energy drink primes elevated men's pain tolerance. Induced conformity to masculinity norms mediated the priming effect of energy drinks on pain tolerance. These findings suggest that mere reminders of masculinity‐related products can lead men to behave accordingly in seemingly irrelevant domains (i.e., pain tolerance). Besides distraction and placebo treatment, the connection between a symbolic masculinity prime and greater tolerance of pain may shed lights on an alternative route for pain control.     

Escaping the impulse to immediate gratification: the prospect concept promotes a future-oriented mindset, prompting an inclination towards delayed gratification

People's willingness to postpone receiving an immediate reward in order to gain additional benefits in the future, that is, a tendency to shallow delay discounting, is closely related to one's health, wealth, and happiness. We conducted two experiments investigating how the prospect concept can induce a future-oriented mindset and induce people to behave accordingly. We found that engaging in prospective imagery led the participants to focus on delayed utility over immediate utility in financial decisions (Experiment 1). Participants who received the prospect prime via a scrambled-sentence task decreased their desire to pursue hedonic activities for instant gratification (Experiment 2). Moreover, a state of future orientation mediated the effect of the prospect prime on measures of delayed gratification (Experiments 1 and 2). Thus, reminders of prospect may activate a mindset for future orientation by which delayed gratification is strengthened.     

Things online social networking can take away: Reminders of social networking sites undermine the desirability of offline socializing and pleasures

People are beginning to develop symbiotic relationships with social networking sites (SNSs), which provide users with abundant opportunities for social interaction. We contend that if people perceive SNSs as sources of social connection, the idea of SNSs may reduce the desire to pursue offline social activities and offline pleasures. Experiment 1 demonstrated that priming with SNSs was associated with a weakened desirability of offline social activities and an increased inclination to work alone. Felt relatedness mediated the link between SNS primes and reduced desire to engage in offline social activities. Experiment 2 showed that exposure to SNS primes reduced the desirability of offline socializing and lowered the desire for offline pleasurable experiences as well. Moreover, heavy users were more susceptible to this detrimental effect. We provide the first experimental evidence that the idea of online social networking may modulate users’ engagement in offline social activities and offline pleasures. Hence, online social networking may satisfy the need for relatedness but undercut the likelihood of reaping enjoyment from offline social life.     

College students' role models, learning style preferences, and academic achievement in collaborative teaching: absolute versus relativistic thinking

Based on the perspective of postformal operations, this study investigated whether college students' role models (technical teachers vs. lecturing teachers) and preferred learning styles (experience-driven mode vs. theory-driven mode) in collaborative teaching courses would be moderated by their cognitive development (absolute thinking vs. relativistic thinking) and examine whether academic achievement of students would be contingent upon their preferred learning styles. Two hundred forty-four college students who have taken the technical courses with collaborative teaching participated in this study. The results showed that those participants with absolute thinking perceived the modeling advantage of technical teachers was greater than that of lecturing teachers, preferred the experience-driven mode over the theory-driven mode, and displayed differential academic achievement between technical courses and general courses. On the other hand, the students with relativistic thinking revealed no difference in perceived modeling advantage of role models, learning styles preferences, and academic achievement between two categories of courses. In addition, this research indicates that college students' preferred learning styles would interact with course category (technical courses vs. general courses) to display differential academic achievement. Implications and future directions are discussed.     

Using cognitive dissonance to enhance faculty members' attitudes toward teaching online courses

Adopting a reward strategy for inducing college faculty to teach online courses is expected to cause a positive shift of their attitudes. Based upon dissonance theory, a smaller reward will lead to greater attitude change, and this effect will be more pronounced in individualists. The results of an experimental study showed that individualist teachers exhibited greater attitude change under low reward than under high reward, but the reward effect was not prominent in collectivist teachers. Implications for enhancing college teachers' attitudes toward teaching online courses are discussed.     

Teachers' modeling advantage and their modeling effects on college students' learning styles and occupational stereotypes: a case of collaborative teaching in technical courses

In this study, modeling advantage that depicts the likelihood of a teacher model being imitated by students over other competing models in a particular class was developed to differentiate the rival modeling of two kinds of teachers (the technical teachers vs. the lecturing teachers) between college students' learning styles and occupational stereotypes in the collaborative teaching of technical courses. Results of a one-semester longitudinal study indicated that the students perceived a greater modeling advantage of the technical teachers than that of the lecturing teachers. Both the students' learning styles and occupational stereotypes were in accordance with those teachers as their role models. In general, the impact of the teachers' learning styles and occupational stereotypes on students appeared to be mediated by the teachers' modeling advantage. Administrators and curriculum designers should pay attention to the fact that the technical teachers appeared to exhibit greater modeling effects than the lecturing teachers in collaborative teaching.