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.     

Neurochemistry in the comorbidity of conduct disorder with other disorders of childhood and adolescence: Implications for counselling

Conduct disorder (CD) is comorbid with other child and adolescent disorders with a frequency that is significantly greater than chance. Findings of studies on neurochemical abnormalities and treatment provide tentative empirical evidence for a neurochemical diathesis in children and adolescents with CD with others disorders. Counsellors of children and adolescents with CD and comorbid conditions with a greater appreciation of the medical and psychosocial aspects of comorbidity are likely to be more effective.     

Enantiomorphy through the looking glass: literacy effects on mirror-image discrimination

To examine whether enantiomorphy (i.e., the ability to discriminate lateral mirror images) is influenced by the acquisition of a written system that incorporates mirrored letters (e.g., b and d), unschooled illiterate adults were compared with people reading the Latin alphabet, namely, both schooled literate adults and unschooled adults alphabetized in adulthood. In various sorting and same-different comparison tasks with nonlinguistic materials, illiterate participants displayed some sensitivity to enantiomorphic contrasts but performed far worse than all the other participant groups when the task required paying attention to such contrasts. The difficulties of illiterate participants were more severe with enantiomorphs than with rotations in the plane or shape contrasts. Learning a written system that incorporates enantiomorphic letters thus pushes the beginning reader to break the mirror invariance characteristic of the visual system, and this process generalizes beyond the realm of symbolic characters.     

The influence of a distractor during compound preexposure on latent inhibition

Nonreinforced exposure to a nontarget stimulus that was followed by nonreinforced exposure to a target/nontarget simultaneous compound stimulus resulted in enhanced latent inhibition of the target. Conditioning was slower after this treatment than after nonreinforced exposure to the target stimulus alone (Experiment 1). However, a salient auditory stimulus presented immediately after the compound in the second phase reduced levels of latent inhibition, relative to the enhanced latent inhibition produced when no such extracompound stimulus was presented (Experiments 2 and 3). This effect was not noted if the salient auditory cue was presented 10 sec after the termination of the compound stimulus (Experiment 4). In Experiment 5, there was no disruption of simple latent inhibition produced by a salient stimulus. These results are consistent with enhanced latent inhibition's being produced by the formation of within-compound associations, which are disrupted by the salient extracompound stimuli.     

Linguistic lateralization and asymmetries in interhemispheric transmission time

The Interhemispheric Conduction Delay (ICD) theory of cerebral lateralization claims that longer interhemispheric transfer times (IHTT's) should result in greater functional lateralization for time-critical tasks. IHTT was estimated in 40 normal participants using both a visual and an auditory version of the Poffenberger (1912) paradigm. There was a significant response-hand by side-of-presentation interaction, and the length of IHTT for auditory information being transferred from the right to left hemisphere was significantly related to linguistic lateralization as assessed with a dichotic-listening task. These results support the ICD theory of cerebral lateralization.     

Female advantage for spatial location memory in both static and dynamic environments

A female advantage has previously been found for spatial location tests of object memory. Previous studies have used static, 2-D tasks to test this advantage. This study used a computerized adaptation of the game Concentration to test object location memory in both a static and dynamic array of 24 pairs of line drawings. The dynamic version of this task was used to better reflect the dynamic real world in which we usually use object location memory. Consistent with previous research, we observed a female advantage. This advantage was found to a similar extent in both the static and dynamic versions of the task. The female advantage for object location memory is a concrete advantage in spatial cognition that females show on the Concentration Task, regardless of the nature of the presentation environment.     

Visual Attention Patterns of Socially Anxious Individuals When Using Facebook: An Eye Tracking Study

Social networking sites (SNSs) are an increasingly used medium for social interactions. For socially anxious individuals, SNS-based communication is often preferred over traditional face-to-face socializing. Yet, research on SNSs usage and social anxiety is still less common, with extant studies being mostly correlational among healthy nonanxious participants. Conversely, here, we examined differences in actual gaze patterns to social and nonsocial stimuli between socially anxious and nonanxious individuals while using Facebook. Socially anxious and nonanxious student participants freely viewed a genuine Facebook profile page designed for the present study, for 3.5 minutes, containing 12 social and 12 nonsocial picture stimuli. Gaze patterns on social and nonsocial areas of interest (AOIs) were explored. Subjective uneasiness experienced when viewing the social pictures and state anxiety were also assessed. Finally, 2 weeks following the task, we evaluated participants’ willingness to participate in a follow-up (fictitious) study that required them to passively view their own Facebook profile, and then to actively use it. Results showed that compared with nonanxious participants, socially anxious participants demonstrated a viewing pattern less favoring social pictures, reflecting an attentional avoidance tendency. A significant inverse correlation between subjective uneasiness and percent of dwell time spent on the social AOI emerged. Socially anxious participants also reported higher levels of state anxiety, which was significantly positively correlated with uneasiness scores. Finally, socially anxious participants were also less willing to actively use their Facebook profile page. This study suggests that social anxious individuals are characterized by attentional and behavioral avoidance tendencies when using Facebook.