Assertive Ads for Want or Should? It Depends on Consumers’ Power

Advertisements using assertive language are commonly seen in marketing communications, yet assertive language has often been shown to be ineffective in communication and even decrease compliance. Recent research began to examine factors that influence the effectiveness of assertive advertising messages, but little research has studied the potential moderating role of consumer‐related factors. The current research fills this gap by investigating the moderating role of consumers’ power. Across five studies, the authors find that for high‐power consumers, assertive ads are effective in promoting want products but ineffective in promoting should products. For low‐power consumers, however, assertive ads are effective in promoting should products but ineffective in promoting want products. Moreover, the authors show that this pattern of results is driven (mediated) by consumers’ perception of the fit between the advertising message and the advertised product. Theoretical and practical implications of the findings are discussed.     

Mapping differential responses to cognitive training using machine learning

We used two simple unsupervised machine learning techniques to identify differential trajectories of change in children who undergo intensive working memory (WM) training. We used self‐organizing maps (SOMs)—a type of simple artificial neural network—to represent multivariate cognitive training data, and then tested whether the way tasks are represented changed as a result of training. The patterns of change we observed in the SOM weight matrices implied that the processes drawn upon to perform WM tasks changed following training. This was then combined with K‐means clustering to identify distinct groups of children who respond to the training in different ways. Firstly, the K‐means clustering was applied to an independent large sample (N = 616, M_age = 9.16 years, range = 5.16–17.91 years) to identify subgroups. We then allocated children who had been through cognitive training (N = 179, M_age = 9.00 years, range = 7.08–11.50 years) to these same four subgroups, both before and after their training. In doing so, we were able to map their improvement trajectories. Scores on a separate measure of fluid intelligence were predictive of a child's improvement trajectory. This paper provides an alternative approach to analysing cognitive training data that go beyond considering changes in individual tasks. This proof‐of‐principle demonstrates a potentially powerful way of distinguishing task‐specific from domain‐general changes following training and of establishing different profiles of response to training.     

线索冲突情境下幼儿对不同领域知识的选择性信任特点

探讨幼儿在准确性线索和共识线索冲突情境下对自然与社会领域知识的选择性信任特点。实验1探究幼儿在线索冲突情境下对自然领域知识的选择性信任,选取88名4~6岁幼儿,采用对物品命名的方法,结果发现4岁幼儿依据共识线索进行信任判断,而5~6岁幼儿依据准确性线索进行信任判断;实验2探究幼儿在线索冲突情境下对社会领域知识的选择性信任,选取94名4-6岁幼儿,采用对人格特质命名的方法,结果发现4岁幼儿依据共识线索进行信任判断,5岁幼儿对两类线索没有做出偏向性选择,6岁幼儿依据准确性线索进行信任判断。实验3采用被试内设计,探讨5岁幼儿对两个领域知识的选择性信任,验证了实验1和实验2的相关结果。结论:在线索冲突情境下幼儿对不同领域知识的选择性信任具有不同的年龄发展特点。     

藏语母语者汉语词汇识别的眼动研究

采用眼动技术,通过两个实验考察了藏语母语者在不同语境中阅读汉语句子时,字形、语音信息在词汇识别中分别发挥的作用以及词频效应。结果发现：（1）在高限制性句子语境中,字形和语音共同作用;（2）在低限制性句子语境中,语音作用显著;（3）词频效应出现在高限制性语境的晚期,以及低限制性语境的中期和晚期。该结果表明,在藏语母语者阅读汉语的过程中,句子语境影响词汇识别过程中字形、语音的作用及作用的时间进程,藏语母语者汉语词汇识别符合双通道理论。     

精神分析视域下的身心观

身心关系问题是人类长期探究的重要议题。精神分析学家对身心关系具有诸多独特见解,具体表现为：身体是心理的基础,身体是心理的象征,身体与心理的交织。此三种观点不仅反映出不同精神分析学家在方法论、认识论以及本体论上的差异,也蕴含着精神分析不同流派的理论脉络。厘清精神分析视域下的身心观,既有助于自然科学心理学与人文科学心理学在精神分析中寻求一种主客交织的研究视角,也可为心理学和其他学科领域研究身心关系问题提供新的切入点。     

What do you think I think you think?: Strategic reasoning in matrix games

In reasoning about strategic interpersonal situations, such as in playing games, an individual's representation of the situation often includes not only information about the goals and rules of the game, but also a mental model of other minds. Often such mental models involve a hierarchy of reflexive reasoning commonly employed in social situations ("What do you think I think you think..."), and may be related to the developmental notion of 'theory of mind'. In two experiments, the authors formally investigate such interpersonal recursive reasoning in college-age adults within the context of matrix games. Participants are asked to predict the moves of another player (experimenter's confederate) in a two-choice, sequential-move game that may terminate at various stages with different payoffs for each player. Participants are also asked to decide optimally on their own moves based on the prediction made. Errors concerning the prediction, or translation of those predictions into decisions about one's action, were recorded. Results demonstrate the existence of a "default" mental model about the other player in the game context that is dynamically modified as new evidence is accumulated. Predictions about this other player's behavior are, in general, used consistently in decision-making, though the opponent tends to be modeled, by default, to behave in a myopic fashion not anticipating the participant's own action.     

Measuring Chinese psychological well-being with Western developed instruments

We explored the possibility of applying 4 psychological scales developed and commonly used in the West to Chinese culture. The participants, 273 Chinese and 302 Americans, completed measures of self-esteem (Self-Esteem Scale; Rosenberg, 1965), depression (Center for Epidemiologic Studies-Depression Scale; Radloff, 1977), social support (Multidimensional Scale of Perceived Social Support; Zimet, Dahlem, Zimet, & Farley, 1988), and suicidal ideation (Scale for Suicide Ideation; Beck, Kovacs, & Weissman, 1979). All scales were found to be reliable and valid cross culturally. Comparative analyses suggest that gender differences on all 4 scales are smaller among the Chinese than the Americans. Americans were more likely to score higher on the socially desirable scales (self-esteem and social support) and lower on the socially undesirable scale (suicidal ideation). However, no cultural differences were found in this study on the measure of depression. Results suggest that, with a few considerations or potential modifications, the current measures could be used in Chinese culture.     

The ties that bind what is known to the recall of what is new

Cued recall success varies with what people know and with what they do during an episode. This paper focuses on prior knowledge and disentangles the relative effects of 10 features of words and their relationships on cued recall. Results are reported for correlational and multiple regression analyses of data obtained from free association norms and from 29 experiments. The 10 features were only weakly correlated with each other in the norms and, with notable exceptions, in the experiments. The regression analysis indicated that forward cue-to-target strength explained the most variance, followed by backward target-to-cue strength. Target connectivity and set size explained the next most variance, along with mediated cue-to-target strength. Finally, frequency, concreteness, shared associate strength, and cue set size also contributed significantly to recall. Taken together, indices of prior word knowledge explain 49% of the recall variance. Theoretically driven equations that use free association to predict cued recall were also evaluated. Each equation was designed to condense multiple indices of word interconnectivity into a single predictor.