Guess Who Buys Cheap? The Effect of Consumers’ Goal Orientation on Product Preference

The current research examines how goal orientation affects consumer preference among products with different prices. We argue that a less expensive product may have not only lower perceived quality but also greater perceived quality variability. This greater perceived variability provides the opportunity for optimistic, promotion‐oriented consumers to overestimate the quality of the less expensive product. This effect is weaker, however, for a more expensive product that consumers perceive to have less quality variability and which thus provides less room for quality overestimation. As a result, we hypothesize that promotion‐oriented consumers, as compared to prevention‐oriented consumers, will demonstrate a stronger preference for a less expensive product. In a field study and two laboratory experiments, we obtain empirical support both for the hypothesized effect of consumers’ goal orientation on their product preference and for its underlying process. We conclude with a discussion of the theoretical and practical implications of our results.     

Consumer preference for bio‐based batteries

Growing concern about the degradation of the environment and public health has called into question the use of conventional household batteries that are consumed and then typically discarded. Because most conventional batteries are not recycled, they end up in landfills where they decompose, potentially leaching harmful chemicals into the surrounding soil. Bio‐based batteries, which are made from agricultural by‐products, have been designed to help meet the need for household batteries while using sustainable, safe technology. This research examines the links between consumer willingness‐to‐pay (WTP) for bio‐based batteries and consumer characteristics and preferences for certain product attributes and environmentally‐friendly practices. We designed a nationwide survey and analyzed the survey data using the dichotomous‐choice contingent valuation method. The results show an increase in the estimated WTP in the Midwest and South in response to an information treatment about bio‐based batteries. Overall, U.S. consumers concerned about green production and recycling practices are willing to pay a premium for bio‐based batteries. Our results provide essential information for quantitatively assessing the potential market impact of bio‐based batteries, for developing effective management and marketing strategies to reach various consumer groups, and for efficiently establishing sustainable policies and regulations.     

A preliminary examination of the evocative effects of the establishing operation

We attempted to isolate the evocative effects of the establishing operation for positively reinforced problem behavior with 2 participants. The study consisted of three phases. First, a functional analysis identified tangible items (Participant 1) and attention (Participant 2) as maintaining problem behavior. Second, access to tangible items and attention was systematically controlled (continuous access vs. no access) immediately prior to functional analysis sessions in which these consequences were delivered contingent on problem behavior. Results of this phase indicated that problem behavior occurred at higher levels when access to tangible items and attention was restricted. In the third phase, prior access was again controlled, but problem behavior produced no consequences. Results of this final phase indicated that problem behavior occurred at higher levels during extinction sessions when participants did not have prior access to the reinforcers.     

Culture and systems of thought: holistic versus analytic cognition

The authors find East Asians to be holistic, attending to the entire field and assigning causality to it, making relatively little use of categories and formal logic, and relying on "dialectical" reasoning, whereas Westerners are more analytic, paying attention primarily to the object and the categories to which it belongs and using rules, including formal logic, to understand its behavior. The 2 types of cognitive processes are embedded in different naive metaphysical systems and tacit epistemologies. The authors speculate that the origin of these differences is traceable to markedly different social systems. The theory and the evidence presented call into question long-held assumptions about basic cognitive processes and even about the appropriateness of the process-content distinction.     

医疗保障制度改革过程中的价值取向问题及其影响

随着社会主义市场经济体制的建立,我国传统的劳保医疗制度和公费医疗制度已越来越不适应社会发展的要求,呈现出诸多弊端,亟待改革。作为一项公共政策,医疗保障制度在改革与完善的过程中应根据科学行政的要求对政策的价值取向进行深入分析,以便顺利实施改革的各项方案。分析医疗保障制度改革中所涉及的各方面的价值观及其对改革的影响,希望唤起政策制定者对不同群体利益的关注,从而保证政策体系的稳定。     

Individual differences in analytic versus holistic thinking

The authors constructed the Analysis-Holism Scale (AHS) to measure analytic versus holistic thinking tendency. In Study 1, using exploratory and confirmatory factor analysis, a 24-item scale was developed. In Study 2, convergent and discriminant validities were tested. In Studies 3 and 4, the known-group difference validity was examined by comparing scores on the AHS of Americans and Koreans (Study 3) and of Korean students of Oriental medicine and Korean students of non-Oriental medicine majors (Study 4). Results of Studies 3 and 4 show that Koreans and Korean students of Oriental medicine scored higher on the AHS than did Americans and Korean students of non-Oriental medicine majors, respectively. Studies 5 and 6 tested predictive validity by examining associations of the AHS with performances on two cognitive tasks (categorization and causal reasoning). Data analysis shows that those with high scores on the AHS displayed the holistic pattern of performances on each task more than did those with low scores.     

Neuropsychological findings of extrapontine myelinolysis without central pontine myelinolysis

Central pontine myelinolysis (CPM) and extrapontine myelinolysis (EPM) are well recognized syndromes related to the rapid correction of hyponatremia, which are reported to show brain stem signs and various movement disorders. Cognitive dysfunction and neuropsychological findings, however, have seldom been reported. Cognitive manifestations in osmotic myelinolysis may have been underestimated due to the prominent brain stem symptoms and movement disorders. We report a case of EPM without CPM and describe the neuropsychological findings of EPM. The absence of CPM in this case made it possible to test neuropsychological function in the acute stage. Neuropsychological testing showed severe impairment of attention, verbal and visual memory, visuospatial function, and frontal/executive function. Language and language-related functions were normal except naming.     

贵州汉族与少数民族中学生成就动机与成功恐惧比较研究

为了探讨汉族与少数民族中学生在成就动机和成功恐惧方面存在的差异,为教育工作者更好地了解和把握少数民族中学生心理特点,运用成就动机问卷和投射测验比较研究了977名贵州汉族与少数民族中学生的成就动机与成功恐惧。结果表明:汉族与少数民族中学生在成就动机上差异不显著,但重点中学少数民族学生在避免失败的动机上显著高于重点中学汉族学生;男、女中学生均存在成功恐惧,少数民族城市中学生的成功恐惧显著高于汉族城市中学生;少数民族中学生在事业恐惧方面显著高于汉族中学生;成就动机与成功恐惧无显著相关。     

7~12岁儿童视觉搜索能力的发展

该研究主要考察7~12岁儿童视觉搜索能力的发展。实验结果表明：儿童视觉搜索能力随年龄的增长而提高,性别差异不显著;儿童对三种不同视觉刺激材料（阿拉伯数字、英文字母、汉字）的视觉搜索的反应时没有表现出明显的差异,这个结果与通常的一些实验结果不同。同时,儿童在视觉搜索过程中,判断刺激出现的反应时均明显短于判断刺激没有出现的反应时;两种判断与左右手之间存在着交互作用。     

Characteristics of Internet use in relation to game genre in Korean adolescents.

As the number of internet users increases, a new game genre using the internet as a networking tool is emerging. Some game genres are regarded as having greater addiction potentials than others. Games and the internet are closely related. We investigated games frequently used by adolescents and classified each of them with the help of game professionals. We also examined internet use patterns to identify relationships between game genre and internet use patterns. 627 middle school and high school students (male 488, female 139) completed questionnaires concerning computer and game use patterns and Korean internet addiction scales. Game genres were divided into eight criteria (simulation, role playing game, web board, community, action, adventure, shooting, and sports). Using Korean internet addiction scales, 627 participants were divided into a normal group (474), a potential risk group (128), and a high-risk group (25). Each group showed significant differences in total internet addiction scores. We classified players into specific game users based upon the game types they most prefer. Role playing game users showed significantly higher internet addiction scores than web board and sports game users. Game and internet addictions are also connected with interpersonal relationship patterns. We suggest that users of some game genre have unique psychological addiction potentials that are different from others and that this influences both game selection and internet use.