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This paper revisits a well-cited and widely applied consumer scale, Style of Processing (SOP) (Childers et al., Journal of Consumer Research, 1985, 12 , 125), that has been used to investigate individual differences in processing visual versus verbal information in marketing. The scale has advanced knowledge in fields related to marketing communications, product development, psychology, advertising, education and learning theories, shedding light on our understanding of consumer psychology related to persuasion, comprehension, memory, and other consumer cognitive processes involving information. In a research dialog that took place in 2008, a need for further SOP validation was suggested using a neuromarketing approach. We took this call forward and conducted an event-related-potential (ERP) experimental research study using electroencephalogram (EEG) to validate the SOP scale, focusing on differential affective processing between verbalizers and visualizers. We not only demonstrate how neuromarketing tools can be utilized to provide evidence for scale validity, providing advantages over self-reported measures; but more importantly, address issues related to understanding differential fluency effects that exist between visualizers and verbalizers. Behavioral data revealed varying reaction times to emotional stimuli of a pictorial nature. We further identify two ERP components in our data, early left anterior negativity (ELAN) and late negative slow wave (LNSW), that differentiate individual processing fluency in affective versus evaluative-based judgements. Findings confirmed the construct validity of the SOP scale and enhance our understanding of individual differences in emotional processing of pictorial information.  相似文献   
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Psychophysical theories differ in the relative weight given to sensory and cogruuve variables. Two opposing theories are described and tested in an experiment designed to vary a cognitive factor while maintaining a constant sensory factor. The method of magnitude estimation was used with the constant stimulus attribute of line length. The cognitive factor was varied by providing Ss with different feedback concerning the numerical values assigned to the largest and smallest lines in the series. This procedure led to multiple ratio scales for the same stimulus attribute. It is argued that these results support a theory which stresses both cognitive and sensory variables in the explanation of psychophysical functions.  相似文献   
175.
The functional characteristics of auditory temporal-spatial short-term memory were explored in 8 experiments in which the to-be-remembered stimuli were sequences of bursts of white noise presented in spatial locations separated in azimuth. Primacy and recency effects were observed in all experiments. A 10-s delay impaired recall for primacy and middle list items but not recency. This effect was shown not to depend on the response modality or on the incidence of omissions or repetitions. Verbal and nonverbal secondary tasks did not affect memory for auditory spatial sounds. Temporal errors rather than spatial errors predominated, suggesting that participants were engaged in a process of maintaining order. This pattern of results may reflect characteristics that serial recall has in common with verbal and spatial recall, but some are unique to the representation of memory for temporal-spatial auditory events.  相似文献   
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Jones NA  Field T 《Adolescence》1999,34(135):529-534
EEG asymmetry, specifically greater relative right frontal activation, is associated with negative affect. Depressed adults show stable patterns of this asymmetry. The present study assessed the effects of massage therapy and music therapy on frontal EEG asymmetry in depressed adolescents. Thirty adolescents with greater relative right frontal EEG activation and symptoms of depression were given either massage therapy (n = 14) or music therapy (n = 16). EEG was recorded for three-minute periods before, during, and after therapy. Frontal EEG asymmetry was significantly attenuated during and after the massage and music sessions.  相似文献   
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Although continuing care is strongly related to positive treatment outcomes for substance use disorder (SUD), participation rates are low and few effective interventions are available. In a randomized clinical trial with 150 participants (97% men), 75 graduates of a residential Veterans Affairs Medical Center SUD program who received an aftercare contract, attendance prompts, and reinforcers (CPR) were compared to 75 graduates who received standard treatment (STX). Among CPR participants, 55% completed at least 3 months of aftercare, compared to 36% in STX. Similarly, CPR participants remained in treatment longer than those in STX (5.5 vs. 4.4 months). Additionally, CPR participants were more likely to be abstinent compared to STX (57% vs. 37%) after 1 year. The CPR intervention offers a practical means to improve adherence among individuals in SUD treatment.  相似文献   
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Typically, hearing a repeated syllable produces minimal disruption of serial recall of visual lists, but a sequence of different syllables impairs performance markedly. Two conditions for presenting anidentical sequence of three syllables are compared: one, in which, by means of stereophony, each syllable is assigned to the left, center, or right auditory locus (three streamsnot changing in state), and another, in which the same syllable sequence occurs in one location only (one streamwith changing state). Disruption was significantly less in the stereophonic than in the monophonic condition. There was a joint effect of changing state and location, not an effect of the number of locations alone. In Experiment 2, temporal predictability was used to manipulate changing state. The disruptive effect ofregular presentation of a repeated syllable was markedly increased when it was presentedirregularly. The results are discussed in the context of organizational factors in short-term memory.  相似文献   
180.
A novel negative priming (NP) effect is reported in which serial recall for a sequence of visually presented digits was poorer if the same sequence was presented as an irrelevant auditory sequence on the previous trial (Experiments 1 and 2). The effect was enhanced when attention was divided between the to-be-repeated auditory sequence and the concurrent to-be-remembered (TBR) sequence (Experiment 3). When the TBR sequences were also presented auditorily, NP arose only when the repeated TBR sequence was in the same voice as the previous irrelevant sequence; a voice mismatch produced positive priming (Experiment 4). The results suggest that the order of auditory events is registered preattentively and that inhibition may be applied to the acoustic transitions between irrelevant events.  相似文献   
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