‘Faking brands’: Consumer responses to counterfeiting

Whilst counterfeiting is regarded as one of the ‘oldest crimes in history’, contextualised treatments of Middle East and North Africa (MENA region) are rare despite growing interconnections with the global economy. Accordingly, this paper explores consumer motivations to purchase counterfeit products and identifies possible counter‐influences. Data from a survey of 400 respondents drawn from Morocco was tested with logistic regression models to determine the significant factors that trigger responsiveness and deterrence to counterfeit products. The tests were based on three product categories: clothing, cosmetics and mobile phones. Additionally, consumer demographics and selected social triggers were evaluated to build a profile of consumers typically likely to consider buying (or avoiding) counterfeit goods. Results show that concerns related to health, disappointment risk and integrity are the most significant countervailing factors on behavioural intentions towards purchasing counterfeits. On a socio‐demographic level, it was found that low‐income consumers are more positively disposed to buying counterfeits. Gender also seems to have an explanatory force. Women with higher educational backgrounds are less likely than men to consider buying counterfeit goods. For all the products evaluated, quality and price consistently proved the most important factors driving the intention to buy counterfeits. The implications are highlighted; combating counterfeiting is not an exclusive preserve of any single entity (governments, business or para‐governmental agencies) but a shared responsibility. There is a lot at stake for consumers, manufacturers and the industrial nations if the menace is not effectively checked. Copyright © 2012 John Wiley & Sons, Ltd.     

Effects of soundtrack music on the video game experience

ABSTRACT

Aesthetic elements such as soundtrack music have been neglected in game entertainment research. Based on previous work in games research and the psychology of film soundtracks (Cohen, 2001), we test the hypotheses that soundtrack music contributes to players‘ enjoyment via intensification of emotions (affective route) and via amplification of the sense of spatial presence and identification with the game character (cognitive routes). Study 1 tested these assumptions with N = 68 young male players of an episode of Assassin’s Creed: Black Flag^®, either with the original soundtrack music present or absent, and reported game enjoyment, as well as scores of the assumed mediator variables afterward. In Study 2, N = 59 young males played an episode of Alien: Isolation^® with soundtrack music present or absent and reported their horror experience, as well as the experiential facets as in study 1. Findings clearly show an indirect effect of soundtrack music on enjoyment through positive emotions (study 1) and an impact of (shocking) music on players’ horror experience (study 2). However, a mediation of the effect of soundtrack music on game enjoyment via spatial presence or identification was not established. We discuss implications for future research in game entertainment.     

Categorical perception of anger is disrupted in alexithymia: Evidence from a visual ERP study

High and low alexithymia scorers were confronted with a modified visual oddball task that allowed the study of categorical perception of emotional expressions on faces. Participants had to quickly detect a deviant (rare) morphed face that shared or did not share the same emotional expression as the frequent one. Expected categorical perception effects, which were also neurophysiologically indexed, showed that rare stimuli were detected faster if they depicted a different emotional expression compared to rare stimuli depicting the same emotional expression than the frequent one. Even if no differences were observed at a behavioural level, high alexithymia scorers evidenced overall delayed neurophysiological responses in components related to the attentional processing of rare emotional faces. Moreover, the categorical perception effects for event-related components associated with the attentional processing were smaller in high alexithymia scorers and were even absent for anger. These results show that high alexithymia scorers present discrimination delays that are already observed at the attentional level.     

Cognition is cool: Can hemispheric activation be assessed by tympanic membrane thermometry?

Hemispheric activation during cognitive tasks using functional magnetic resonance imaging (fMRI) can be difficult to interpret, uncomfortable, and is not widely available. This study investigated whether tympanic membrane thermometry could be used as a broad measure of hemispheric activation. Infrared probes measured ear temperature continuously while subjects performed left or right hemisphere tasks. Temperature decreased in the left ear as activation increased in the left hemisphere during a verbal task, and in the right ear during a visuo-spatial task. When compared to a baseline, ear temperature measurements appeared to reflect relative changes in activation of the left and right hemispheres. Tympanic membrane thermometry therefore may be used as a broad marker of hemispheric activation. Its ability to demonstrate relative involvement of the two hemispheres during cognitive processes makes it especially useful in studies of hemispheric interaction. Its low cost, rapid set-up, and non-invasive nature also make it particularly attractive.     

Door-in-the-face technique and monetary solicitation: an evaluation in a field setting

To test the door-in-the-face technique for a private solicitation, 53 men and 37 women in several bars were engaged. In one condition, a female confederate asked the subject to buy her drink because her boyfriend had left without paying the bill. After the subject refused, the confederate requested only 2 or 3 coins. In the control condition, the latter request was the only one. Analysis showed a dramatic increase in compliance for the door-in-the-face condition. A positive effect of the door-in-the-face technique was also observed for the average amount of the donation. The accentuation of the solicitor's dependency in the door-in-the-face condition seemed relevant for explanation.     

Mental rotation in schizophrenia

Motor imagery provides a direct insight into action representations. The aim of the present study was to investigate the level of impairment of action monitoring in schizophrenia by evaluating the performance of schizophrenic patients on mental rotation tasks. We raised the following questions: (1) Are schizophrenic patients impaired in motor imagery both at the explicit and at the implicit level? (2) Are body parts more difficult for them to mentally rotate than objects? (3) Is there any link between the performance and the hallucinating symptom profile? The schizophrenic patients (n = 13) displayed the same pattern of performance as the control subjects (n = 13). More particularly, schizophrenic patients’ reaction time varied as a function of the angular disparity of the stimuli. On the other hand, they were significantly slower and less accurate. Interestingly, patients suffering from hallucinations made significantly more errors than non-hallucinatory patients. We discussed these latter results in terms of deficit of the forward model. We emphasized the necessity to distinguish different levels of action, more or less impaired in schizophrenia.     

Task and sex modulate the brain response to emotional incongruity in Asian listeners

In order to recognize banter or sarcasm in social interactions, listeners must integrate verbal and vocal emotional expressions. Here, we investigated event-related potential correlates of this integration in Asian listeners. We presented emotional words spoken with congruous or incongruous emotional prosody. When listeners classified word meaning as positive or negative and ignored prosody, incongruous trials elicited a larger late positivity than congruous trials in women but not in men. Sex differences were absent when listeners evaluated the congruence between word meaning and emotional prosody. The similarity of these results to those obtained in Western listeners suggests that sex differences in emotional speech processing depend on attentional focus and may reflect culturally independent mechanisms.     

Comparing the EthoVision 2.3 system and a new computerized multitracking prototype system to measure the swimming behavior in fry fish

Coming from the framework of unmarked fry tracking, we compared the capacities, advantages, and disadvantages of two recent video tracking systems: EthoVision 2.3 and a new prototype of multitracking. The EthoVision system has proved to be impressive for tracking a fry using the detection by gray scaling. Detection by subtraction has given less accurate results. Our video multitracking system is able to detect and track more than 100 unmarked fish by gray scaling technique. It permits an analysis at the group level as well as at the individual level. The multitracking program is able to attribute a number to each fish and to follow each one for the whole duration of the track. Our system permits the analysis of the movement of each individual, even if the trajectories of two fish cross each other. This is possible thanks to the theoretical estimation of the trajectory of each fish, which can be compared with the real trajectory (analysis with feedback). However, the period of the track is limited for our system (about 1 min), whereas EthoVision is able to track for numerous hours. In spite of these limitations, these two systems allow an almost continuous automatic sampling of the movement behaviors during the track.