Culture and the Structure of Affect: A Bifactor Modeling Approach

This paper tested the impact of culture on the basic structure of affect. It examined positive affect and negative affect at three levels of activation in the U.S. and China. It used a well-suited tool, the bifactor model, to separate the common variance shared by all types of affect from the variance unique to each. The findings indicate that the structure of affect is different cross-culturally. In the U.S., the most fundamental dimension is defined by moderate activation of positive affect and negative affect, which is the largely bipolar dimension of pleasure-displeasure, whereas in China, it is defined by moderate activation of positive affect only, which is pleasure. In both cultures, negative affect across levels of activation forms another important dimension. Beyond these basic dimensions, secondary dimensions are also identified in both cultures: high activation positive affect, low activation positive affect, and low activation negative affect. They form relatively weak unique factors, independent of the two basic dimensions, suggesting that they are largely mixtures of the basic dimensions.     

Capturing the multiple facets of mall experience: Developing and validating a scale

Many constructs have been tied to the customer experience in shopping malls, including hedonic shopping motivations, activities, excitement, and emotional and cognitive reactions. Yet the literature has not addressed the notion of the mall experience as a construct in and of itself. The current research aim is to conceptualize the mall experience through the development and validation of a measurement scale. We present a four‐stage process of scale development and validation, based on three studies with four separate samples of mall shoppers, in which the final stage employs the scale to predict mall equity and loyalty. The suggested scale offers a quantitative measurement of four different mall experiences—seductive, functional, social recreation, and social scene—which differ in their components. This work extends theory in understanding, conceptualizing, and measuring the customer experience in the retail space. On the practical level, the developed scale can serve as a means for planning a mall's marketing mix and launching marketing campaigns in order to attract various groups of customers. Copyright © 2015 John Wiley & Sons, Ltd.     

The interplay of persuasion inference and flow experience in an entertaining food advergame

Increasingly, unhealthy food is being advertised through online games known as advergames. The advergame is designed for entertaining fun to promote the brand featured in the game. But what happens if the food advertised is healthy or the source of the game is non‐commercial? This study examines how people's entertainment (flow experience) interacts with their inference about the persuasion impact of food brands featured in an advergame, which vary according to their persuasion knowledge about the source (e.g., non‐commercial versus commercial) and the perceived persuasion effect on self (e.g., beneficial versus harmful). Results of an experiment show that flow is positively associated with persuasion effects of the advergame. Brand attitudes and purchase intentions were the most favorable for non‐commercial brands with perceived benefits (healthy food) followed by commercial brands (healthy food) and commercial brands with harmful effects (less healthy food). However, persuasion effects for purchase intention were mitigated when participants were immersed in a flow state. Ramifications for persuasion and health promotions are discussed. Copyright © 2016 John Wiley & Sons, Ltd.     

Nostalgia's fulfillment of agentic and communal needs: How different types of self‐concepts shape consumer attitudes toward nostalgia

This research investigates how consumers' different types of self‐concepts (agentic vs. communal) shape their attitudes toward nostalgia. Experiment 1, using a two (self‐concept: agentic vs. communal) by two (nostalgia: nostalgic vs. non‐nostalgic) between‐subjects design and a series of multivariate analysis of variance and Hayes's PROCESS Model 8, showed that agentic and communal participants' preference was not increased in the non‐nostalgic condition but was increased in the nostalgic condition. Self‐concept indirectly influenced participants' preference for the nostalgic product through different functions of nostalgia; Agentic participants' likelihood of buying a nostalgic product and recommending it to others increased through enhanced self‐positivity, whereas communal participants' likelihood of buying a nostalgic product and recommending it to others increased through enhanced social connectedness. In Experiment 2, these results were replicated in the context of a public education campaign, and participants' chronic self‐concepts were measured. Participants with different chronic self‐concept tendencies were randomly assigned to nostalgic or non‐nostalgic conditions and were asked to indicate their attitudes toward the campaign. As in Experiment 1, a series of regression and Hayes' PROCESS Model 8 revealed that agentic and communal participants' attitudes were not enhanced in the non‐nostalgic condition but were enhanced in the nostalgic condition. Agentic (communal) individuals' favorability toward the nostalgic message about advocacy increased through enhanced self‐positivity (social connectedness). It appears that consumers with different self‐concepts (agentic vs. communal) experience enhanced feelings relevant to their self‐concepts (self‐positivity vs. social connectedness) when presented with nostalgic appeals for an object, and these heightened feelings drive an increased preference for it. Copyright © 2016 John Wiley & Sons, Ltd.     

How consumers respond to missing a quantity discount with multiple price breaks

This study investigates how consumers evaluate and respond to different discount schemes (i.e., one versus multiple price breaks) in the wake of a missed quantity discount. Two field experiments are conducted. The results demonstrate that promotions with multiple price breaks (e.g., 2 for 30% off and 3 for 40% off) will result in a higher likelihood of purchasing one item at the regular price than promotions with only a single price break (e.g., 2 for 30% off) when a quantity discount is missed. The results of Experiment 2 reveal that increasing the number of price breaks (i.e., from two to three) can strengthen the assimilation of the advertised regular price into consumers' internal reference price range when there is a greater interval between the two price breaks (e.g., 2 for 30% off, 5 for 40% off, and 8 for 50% off) and that subsequently raises consumers' purchase likelihood if they are not able to take advantage of the promotional price. Finally, the effect of the discount scheme on purchase likelihood is shown to be mediated by the internal reference price. These observations have important implications for retailers. Copyright © 2016 John Wiley & Sons, Ltd.     

Social–Emotional Factors and Academic Outcomes Among Elementary‐Aged Children

Social–emotional comprehension involves encoding, interpreting, and reasoning about social–emotional information, and self‐regulating. This study examined the mediating pathways through which social–emotional comprehension and social behaviour are related to academic outcomes in two ethnically and socioeconomically heterogeneous samples totaling 340 elementary‐aged children. In both samples, social–emotional comprehension, teacher report of social behaviour, and academic outcomes were measured in a single school year. In both samples, structural equation models showed that the relationship between social–emotional comprehension and reading was mediated by socially skilled behaviour. In one sample, but not the other, the relationship between social–emotional comprehension and math was mediated by socially skilled behaviour. This paper advances our understanding of the mechanisms through which social–emotional factors are associated with academic outcomes. Copyright © 2015 John Wiley & Sons, Ltd.     

Mother's marital satisfaction associated with the quality of mother‐father‐child triadic interaction

Low marital satisfaction has been shown to be a risk factor for early parenthood and parent‐child relationship problems (Erel & Burman, 1995 ; McHale, 1995 ). The aim of this study was to assess how parental reports of marital satisfaction related to family alliance and coordination in the observed triadic interaction. The study group included 120 families. Marital satisfaction was evaluated during pregnancy, at 4 months, and at 18 months using the Revised Dyadic Adjustment Scale (RDAS; Busby, Christensen, Crane & Larsson, 1995 ) for both parents. Mother‐father‐child interaction was analyzed in the Lausanne Triadic Play setting and coded using the Family Alliance Assessment Scale (Favez, Lavanchy Scaiola, Tissot, Darwiche & Frascarolo, 2011 ) when the child reached 18 months of age. The mother's higher marital satisfaction at every measuring point was associated with a cooperative family alliance and/or higher family coordination at 18 months. The father's experience of marital satisfaction was not related to family interaction at any assessment point. Our study suggests that a mother's experience of lower marital satisfaction during pregnancy may be an early sign of later problems in family relationships.     

Predictive model for early math skills based on structural equations

Early math skills are determined by higher cognitive processes that are particularly important for acquiring and developing skills during a child's early education. Such processes could be a critical target for identifying students at risk for math learning difficulties. Few studies have considered the use of a structural equation method to rationalize these relations. Participating in this study were 207 preschool students ages 59 to 72 months, 108 boys and 99 girls. Performance with respect to early math skills, early literacy, general intelligence, working memory, and short‐term memory was assessed. A structural equation model explaining 64.3% of the variance in early math skills was applied. Early literacy exhibited the highest statistical significance (β = 0.443, p < 0.05), followed by intelligence (β = 0.286, p < 0.05), working memory (β = 0.220, p < 0.05), and short‐term memory (β = 0.213, p < 0.05). Correlations between the independent variables were also significant (p < 0.05). According to the results, cognitive variables should be included in remedial intervention programs.