Being the same and different: A model explaining new product adoption

• The study suggests an alternative conceptualization for understanding adoption behavior over time, based on Optimal Distinctiveness Theory. This theory states that social identity derives from a fundamental tension between human needs for validation and similarity to others—the need for assimilation—and a countervailing need for uniqueness and individuation—the need for differentiation. The present study proposes that the effect of the size of the group of consumers who have already adopted a new product on an individual consumer's decision to adopt this product is contingent upon the consumer's two predispositions: the need for assimilation and the need for distinctiveness. Results of empirical research suggested that differently perceived subgroup sizes fulfill consumers' dual needs for distinctiveness and assimilation differently. The influence of the adopters' group size on a consumer's decision to adopt a new product varied among individuals with different levels of needs for distinctiveness and assimilation: when need for distinctiveness was low, the higher was the need for assimilation and the larger was the perceived group size, the higher was the probability of adopting the product. When the need for distinctiveness was high, the lower was the need for assimilation and the larger was the perceived group size, the lower was the probability of adopting the product. In addition, when the need for both distinctiveness and assimilation were high, the probability of adopting the product rose as the perceived group size increased. Implications for product variation, marketing communication, and target groups are discussed.

Copyright © 2008 John Wiley & Sons, Ltd.     

Gender differences in moral development during early adolescence: The contribution of sex-related variations in maturation

Debates over possible gender differences in moral development have not considered the maturational issue that, during early adolescence, girls are generally about two years ahead of boys in cerebral cortical and social-cognitive functioning. To support Gilligan’s thesis that Kohlberg’s model is biased toward males, less mature boys would need only to score as well in level of moral development as more mature girls. In this study, which included 190 early adolescent boys and girls, the mean level of moral development among girls was significantly higher than among boys. Analyses indicated that this pattern was maintained even after taking into consideration parents’ moral stage, social class, ethnicity, and other background differences. Findings are consistent with the thesis that there are no inherent sex differences in moral reasoning development. An earlier version of this paper was presented at the 98th Annual Convention of the American Psychological Association, Boston, MA.     

Value‐related goals and vocational choice: The effect of temporal distance

This field study examines the importance that people assign to value‐related goals in their vocational decisions. We focused on the interactive effects of temporal distance from the vocational decision and the level of abstraction of the goal. Soldiers rated the importance of value‐related goals for their vocational choice following their release from military service. They were presented with value‐driven, abstract, decontextualized goals and with value‐driven, concrete, job‐related goals. For half, vocational choice was temporally close, and for the rest, it was temporally distant. Temporal distance from the vocational decision interacted with the level of abstraction of the goals in predicting their importance: When construed in the abstract, the goals were deemed more important if the vocational decision was distant. When construed concretely, the goals were deemed more important if the vocational decision was proximate.     

Association between Terror Attacks and Suicide Attempts

Based on Durkheim's ‘Control theory,’ we explored the association between frequency of terror attacks in Israel and the frequency of suicide attempts admitted to the Emergency Room of a major general hospital in Tel‐Aviv (1999–2004). Analysis of the six‐year study period as a whole revealed no significant correlation between the variables, with the exception of one 11‐month segment within it (December 2000–October 2001) that did show a statistically significant positive correlation, and in opposition to Durkeim's hypothesis. It is suggested that suicide attempts as a phenomena should be seen as a product of a multivariate model, in which the social context plays a role as well.     

Body-image,quality of life and psychological distress: a comparison between kidney transplant patients and a matching healthy sample

The purpose of the current study was to assess the uniqueness of the condition of kidney transplant recipients in comparison to a sample of matching healthy peers in relation to body-image dissatisfaction and identification, quality of life and psychological distress. Participants were 45 kidney transplant recipients who were under follow-up care at a Transplant Unit of a major Medical Center, and a sample of 45 matching healthy peers. Measures were taken using self-report questionnaires [Body-Image Ideals Questionnaire (BIIQ), Body Identification Questionnaire (BIQ), Brief Symptoms Inventory (BSI), and the SF-12]. The major findings were the following: (i) kidney transplant recipients reported lower levels of quality of life and higher levels of PsD when compared to their healthy peers; (ii) no difference in body-image dissatisfaction was found between the two studied groups; (iii) significant correlations between body-image dissatisfaction quality of life and PsD were found only in the kidney transplant recipients. The kidney transplantation condition has a moderating effect in the association between body-image dissatisfaction PsD but not in the association between body-image dissatisfaction and quality of life; (iv) kidney transplant recipients experienced higher levels of body identification than did their healthy peers. Taken together, these findings highlight the unique condition of kidney transplant recipients, as well as the function that body-image plays within the self.     

Persistent ERK activation maintains learning-induced long-lasting modulation of synaptic connectivity

Pyramidal neurons in the piriform cortex from olfactory-discrimination (OD) trained rats undergo synaptic modifications that last for days after learning. A particularly intriguing modification is reduced paired-pulse facilitation (PPF) in the synapses interconnecting these cells; a phenomenon thought to reflect enhanced synaptic release. The molecular machinery underlying this prolonged physiological modulation of synaptic connectivity is yet to be described. We have recently shown that extracellular regulated kinase (ERK) pathway and protein kinase C (PKC) are also required for learning-induced enhancement of intrinsic neuronal excitability. Here we examine whether these signal-transduction cascades are instrumental for the learning-induced, long-lasting PPF reduction. Days after learning completion, PD98059, a selective inhibitor of MEK, the upstream kinase of ERK, increased PPF in neurons from trained, but not in neurons from na?ve and pseudo-trained rats. Consequently, the differences in PPF between neurons from trained rats and controls were abolished. The level of activated ERK in synaptoneurosomes was significantly higher in piriform cortex samples prepared from trained rats. Notably, ERK activation revealed that PPF reduction lags behind ERK activation by 2 d. Similarly, the PKC blocker, GF-109203X, enhanced PPF in neurons from trained rats only, thus abolishing the differences between groups. Interestingly, the PKC activator, OAG, had no effect, indicating that PKC activation is required, but not sufficient for long-lasting PPF reduction. Our data show that persistent ERK activation has a key role in maintaining learning-induced PPF reduction for days. This time frame of compartmental ERK-dependent synaptic modulation suggests a novel role for ERK in cortical function.