Contribution of concept recall to brand loyalty: An empirical analysis of design and performance

With industries becoming technologically advanced, the source of competitiveness has shifted from a functional value, such as performance and durability, to an emotional value, such as design and comfort. To create an emotional value, the concept of a brand should be consistently embodied in a product or service to enhance its appeal. In the brand management of products and services, although performance and design are surveyed as factors of the repurchase or recommendation intention, the concept remains unused. This study hypothesized that “considering reasons behind the repurchase intention of products/services, consumers who recall the concept of the product are more likely to repurchase than consumers who recall the specific characteristics, such as design and performance.” The target products included Apple MacBook Pro, Dyson Canister Vacuum Cleaner, and Nintendo Switch, and services included Facebook, Starbucks, and Disney. The multiple regression results show that concept contributed more than design, comfort, performance, price, and word of mouth. Therefore, the proposed hypothesis was supported. As a practical implication, a new index known as concept recall can be adopted as a factor of brand loyalty in brand management. Although the index is simple, few studies have claimed the effectiveness of the indicator based on scientific grounds. Empathy, along with the concept, is paramount in acquiring consumer brand loyalty; design/UX is merely a means to embody the concept. The proposed index should be the basis of decision-making and should not turn into “a means to an end.”     

Speech perception by budgerigars(Melopsittacus undulatus): The voiced-voiceless distinction

Discrimination of synthetic speech sounds from the bilabial, alveolar,and velar voice onset time (VOT) series was studied in 5 budgerigars. The birds were trained, using operant conditioning procedures, to detect changes in a repeating background of sound consisting of a synthetic speech token. Response latencies for detection were measured and were used to construct similarity matrices. Multidimensional scaling procedures were then used to produce spatial maps of these speech sounds, in which perceptual similarity was represented by spatial proximity. The results of these experiments suggest that budgerigars discriminate among synthetic speech sounds from these three VOT continua, especially between those from the bilabial and alveolar series, in a categorical fashion.     

Conditioning of the microcirculation in the rat

The serotonin-catecholamine balancing mechanism maintains normal vascular tonus and permeability of the microcirculation. Serotonin provokes local vasodilatation and increases capillary permeability in the skin of rats. Released or injected catecholamines inhibit the serotonin-induced peripheral hemodynamic alterations. Following eleotroconvulsive treatment (ECT) (US), there is a catecholamine release and the microcirculatory response to serotonin does not occur. When the administration of a visual stimulus (in six consecutive occasions) proceedingly coincided with the administration of the ECT, it was noted that the light became an effective stimulus for this system. Light alone is an indifferent stimulus to catecholamine release. Thus, the inhibition of the serotonin-induced vasodilatation by ECT (via catecholamine release) became conditioned to the visual-conditional stimulus. Since the net effect of extrinsic serotonin depends on free catecholamines at the vascular bed, the intensity of the serotonin-induced vascular response reflects alterations in the chemical balancing mechanism. This mechanism can be conditioned with the present technique. The result indicates that there is central nervous system mediation.     

Superior fluid intelligence in children with Asperger's disorder

Asperger's disorder is one of autistic spectrum disorders; sharing clinical features with autism, but without developmental delay in language acquisition. There have been some studies of intellectual functioning in autism so far, but very few in Asperger's disorder. In the present study, we investigated abstract reasoning ability, whose form of intelligence has been labeled fluid intelligence in the theory of Cattell [Cattell, R. B. (1963). Theory of fluid and crystallized intelligence: A critical experiment. Journal of Educational Psychology, 54, 1-22.], in children with Asperger's disorder. A test of fluid intelligence, the Raven's Standard Progressive Matrices Test, was administered to 17 children with Asperger's disorder and 17 age-, gender-, and FIQ-matched normal children. The results showed that children with Asperger's disorder outperformed on the test of fluid reasoning than typically developing children. We suggest that individuals with Asperger's disorder have higher fluid reasoning ability than normal individuals, highlighting superior fluid intelligence.     

Role of selective attention in artificial grammar learning

To investigate the role of selective attention in artificial grammar (AG) learning, participants were presented with “GLOCAL” strings—that is, chains of compound global and local letters. The global and local levels instantiated different grammars. The results of this experiment revealed that participants learned only the grammar for the level to which they attended. The participants were not even able to choose presented but unattended strings themselves. These results show that selective attention plays a critical role in AG learning.     

Learning from others’ mistakes in capuchin monkeys (<Emphasis Type="Italic">Cebus apella</Emphasis>)

We investigated whether tufted capuchin monkeys (Cebus apella) learn from others' mistakes. We prepared three kinds of transparent containers having the same appearance: one that could be opened by the lid, one that could be opened from the bottom, and one that could be opened either way. Using each of the first two one-way-open type containers, the monkeys were trained to copy the human demonstrator's action to open the container and obtain a piece of sweet potato contained therein. After this training, the demonstrator showed the monkeys an action that would open or fail to open the third, two-way-open type container. None of the monkeys reliably opened the container by spontaneously compensating for the demonstrator's failure (Experiment 1). In Experiment 2, the same subjects were trained to correct their own mistakes immediately after failure, before we introduced the same test as in Experiment 1. This experience did not result in subjects using the demonstrator's failure to produce a successful action. In Experiment 3, we placed two monkeys face to face. In this situation, the second monkey was presented with the container after the first monkey failed to open it. As a result, two capuchin monkeys capitalized on the partner's failure to correctly guide his/her behavior. Thus, the monkeys monitored not only the outcome of the others' action, but also that action per se. This result suggests that not only humans and apes, but also monkeys may understand the meaning of others' actions in social learning.     

A paper-format group performance test for measuring the implicit association of target concepts

We developed a paper test utilizing a mechanism for measuring implicit association similar to that used in the Implicit Association Test (IAT; Greenwald, McGhee, & Schwartz, 1998). The target concepts were buried among positive and negative words on a piece of paper. Examinees marked the targets as "bad" or "good" in one task and conversely in the other, along with the evaluative words. Instead of reaction times, we counted the number of words marked in 20 sec for each task. This procedure allowed group administration. We calculated the implicit measure using the difference in the average number of words marked in the task pairs. The results of a test administered to 82 undergraduates with three different targets showed significant correlations (rs = .26-.35) with the results of IAT administered to the same participants. It also showed significant reliability (rs = .56-.71). We discuss the practical usability of the test with application studies conducted in various areas.     

A New Concurrent Calibration Method for Nonequivalent Group Design under Nonrandom Assignment

This study proposes a new item parameter linking method for the common-item nonequivalent groups design in item response theory (IRT). Previous studies assumed that examinees are randomly assigned to either test form. However, examinees can frequently select their own test forms and tests often differ according to examinees’ abilities. In such cases, concurrent calibration or multiple group IRT modeling without modeling test form selection behavior can yield severely biased results. We proposed a model wherein test form selection behavior depends on test scores and used a Monte Carlo expectation maximization (MCEM) algorithm. This method provided adequate estimates of testing parameters.     

Metamemory in tufted capuchin monkeys (Cebus apella)

Whereas evidence for metacognition by nonhuman primates has been obtained in great apes and old world monkeys, it is weaker in new world monkeys. For instance, capuchin monkeys may fail to recognize their own knowledge of the location of invisible bait. In the present study, we tested whether tufted capuchin monkeys would flexibly change their behavior in a delayed matching-to-sample (DMTS) test depending upon the strength of their memory trace of the sample. In Experiment 1, two monkeys were tested on a modified 9-alternative DMTS task with various delays on a computerized display. In some trials, the monkeys could choose whether to go for a memory test or for a simple key touch as an escape from the test. In other trials, they were forced to go for the memory test. Both monkeys escaped from the memory test more often when their matching accuracy on forced tests was lower. In one of the monkeys, the matching accuracies on chosen memory tests decreased more slowly as a function of delay length, and were higher after long delays than those on forced memory tests. This suggests that at least one capuchin monkey was able to recognize the strength of his own memory trace. Experiment 2 employed occasional no-sample tests, in which the monkeys faced the task choice without presentation of any sample for the trial. The monkey who was successful in Experiment 1 declined the memory test more often in no-sample trials than regular trials, further indicating metamemory in this individual. In Experiment 3, this successful monkey received a task, in which he was sometimes able to choose between shape MTS or texture MTS tasks. However, his matching accuracies did not differ between chosen tasks and forced tasks. Thus, the metamemory possessed by this new world monkey species may be more like a flag, showing strength of memory trace, than an elaborate representation showing details of the memory trace.     

Evidence for the efficacy of the MORI technique: Viewers do not notice or implicitly remember details from the alternate movie version

The MORI technique provides a unique way to research social influences on memory. The technique allows people to watch different movies on the same screen at the same time without realizing that each of them sees something different. As a result, researchers can create a situation in which people feel as though they share an experience, but systematic differences are introduced into their memories, and the effect of those differences can be tracked through a discussion. Despite its methodological advances, the MORI technique has been met with criticism, mostly because reviewers are worried that the MORI technique might not completely block the alternate movie version from view, leading people in these studies to see their partner’s version of the movie as well as their own. We addressed these concerns in two experiments. We found no evidence that subjects noticed the alternate movie version while watching a movie via the MORI technique (Experiment 1) and no evidence that subjects remembered details from the alternate movie version (Experiment 2). Taken together, the results provide support for the MORI technique as a valuable research tool.