Segmenting initial fans of a new team: A taxonomy of sport early adopters

Marketers are interested in the first buyers of new products, given their important role in driving wider community adoption. This is especially the case for new entertainment products, like new or relocated sports teams who must quickly build fan connections and loyalty, given the importance of crowds and social networks in adding value to the entertainment experience. Fans choose to connect with sports teams for numerous reasons; however, fan development in the context of a new team has rarely been examined. This paper examines the diversity and similarity among inaugural fans of an expansion team. A large sample (n = 1724) was classified into five segments revealing how each varies in their brand associations, satisfaction, identification and involvement. By analysing key dimensions (relationship identifiers) that characterise how consumers connect with a new team, the authors provide new insights about the nature of consumers in the context of a new sports team. Furthermore, the five segments were found to be distinct cohorts, with sufficient variation between them to warrant variant marketing approaches to achieve the outcome of committed, long‐term fans. Copyright © 2015 John Wiley & Sons, Ltd.     

Toward an appropriate baseline for measures of eye movement behavior during reading

In empirical studies of human eye movement behavior during reading, it is common to compute various summary measures from the data, but these measures are typically not evaluated with respect to corresponding measures of baseline performance. The authors present a method for deriving an appropriate baseline by mapping the actual behavior to a random perturbation of the text being read, and they find surprising similarities between the baseline and the empirical data. The practical message from these findings is that the importance of a particular factor in explaining either empirical or simulated eye movement patterns should be evaluated using an appropriate baseline. In addition to this methodological point, the authors suggest that eye movement behavior in reading may be constrained by the properties of an eye-guidance system that has adapted to the coarse-grained statistical properties of written language.     

Error-related psychophysiology and negative affect

The error-related negativity (ERN/Ne) and error positivity (Pe) have been associated with error detection and response monitoring. More recently, heart rate (HR) and skin conductance (SC) have also been shown to be sensitive to the internal detection of errors. An enhanced ERN has consistently been observed in anxious subjects and there is some suggestion that the ERN is related to general negative affective experience (NA). The ERN has been source localized to the anterior cingulate cortex-a structure implicated in the regulation of affective, response selection, and autonomic resources. Thus, the findings that autonomic measures and affective distress are related to response monitoring are consistent with anterior cingulate cortex function. In the present experiment, we sought to evaluate more comprehensively the relationship between self-reported negative affect and error-related physiology in a between-groups design. Results indicate that high NA was associated with significantly greater ERN and error-related SCR, and smaller Pe. These results are discussed in terms of anterior cingulate cortex function, psychopathology, and response monitoring.     

Multiple memory systems: the power of interactions

Two relatively simple theories of brain function will be used to demonstrate the explanatory power of multiple memory systems in your brain interacting cooperatively or competitively to directly or indirectly influence cognition and behaviour. The view put forth in this mini-review is that interactions between memory systems produce normal and abnormal manifestations of behaviour, and by logical extension, an understanding of these complex interactions holds the key to understanding debilitating brain and psychiatric disorders.     

Multiple parallel memory systems in the brain of the rat

A theory of multiple parallel memory systems in the brain of the rat is described. Each system consists of a series of interconnected neural structures. The "central structures" of the three systems described are the hippocampus, the matrix compartment of the dorsal striatum (caudate-putamen), and the amygdala. Information, coded as neural signals, flows independently through each system. All systems have access to the same information from situations in which learning occurs, but each system is specialized to represent a different kind of relationship among the elements (stimulus events, responses, reinforcers) of the information that flows through it. The speed and accuracy with which a system forms a coherent representation of a learning situation depend on the correspondence between the specialization of the system and the relationship among the elements of the situation. The coherence of these stored representations determines the degree of control exerted by each system on behavior in the situation. Although they process information independently the systems interact in at least two ways: by simultaneous parallel influence on behavioral output and by directly influencing each other. These interactions can be cooperative (leading to similar behaviors) or competitive (leading to different behaviors). Experimental findings consistent with these ideas, mostly from experiments with rats, are reviewed.     

Interpersonal problems and personality: using three factor solutions

Attempting to bridge the gap between psychotherapy research on interpersonal discord and personality research on factors of normal and abnormal personality, the present study uses personality factors to predict interpersonal problems. Eysenck's P-E-N (Psychoticism-Extraversion-Neuroticism) model of personality and its correspondent index, the Eysenck Personality Questionnaire-Revised is used as a schema from which to conceptualize and measure personality. Horowitz's Inventory of Interpersonal Problems, which includes six problems commonly reported by psychotherapy patients at intake (hard to be assertive, hard to be submissive, hard to be intimate, hard to be sociable, too controlling, and too responsible), was used as an index of interpersonal distress. Hierarchical multiple regression, in which the most significant predictor was entered into the equation first, indicate significant prediction of various problems by the personality factors considered here. Results are discussed in the context of interpersonal theory.     

On asymmetries in cross-modal spatial attention orienting

In a previous study, Ward (1994) reported that spatially uninformative visual cues orient auditory attention but that spatially uninformative auditory cues fail to orient visual attention. This cross-modal asymmetry is consistent with other intersensory perceptual phenomena that are dominated by the visual modality (e.g., ventriloquism). However, Spence and Driver (1997) found exactly the opposite asymmetry under different experimental conditions and with a different task. In spite of the several differences between the two studies, Spence and Driver (see also Driver & Spence, 1998) argued that Ward's findings might have arisen from response-priming effects, and that the cross-modal asymmetry they themselves reported, in which auditory cues affect responses to visual targets but not vice versa, is in fact the correct result. The present study investigated cross-modal interactions in stimulus-driven spatial attention orienting under Ward's complex cue environment conditions using an experimental procedure that eliminates response-priming artifacts. The results demonstrate that the cross-modal asymmetry reported by Ward (1994) does occur when the cue environment is complex. We argue that strategic effects in cross-modal stimulus-driven orienting of attention are responsible for the opposite asymmetries found by Ward and by Spence and Driver (1997).     

Exploring the Process of Inference Generation in Sarcasm: A Review of Normal and Clinical Studies

This article evaluates two theoretical accounts of how sarcasm is understood; the traditional model, which asserts that listeners derive a counterfactual inference from the sarcastic comment, and relevance theory, which asserts that listeners recognize sarcasm as a scornful echo of a previous assertion. Evidence from normal speakers provides only partial support for both theories. Evidence from brain-injured populations suggests that aspects of the pragmatic process can be arrested in ways not predicted by either theory. It is concluded that sarcasm is more effortful to process than nonsarcastic comments and that inferences about the facts of the situation and the mental state of the speaker (e.g., attitudes, knowledge, and intentions) are important to comprehending sarcasm. It is questioned whether inferences about mental state are relatively more difficult for brain-injured subjects and, if so, whether this is a continuum of difficulty or reflects reliance upon different cognitive processes.