The mood effect: How mood,disclosure language and ad skepticism influence the effectiveness of native advertising

This research investigated the interplay between mood, disclosure language, and ad skepticism on consumers' recognition and evaluation of native advertising. During two online experiments, participants first received a mood manipulation and then read an article-style native advertisement. Results from both studies indicated that participants were more likely to recognize a native ad with an explicit rather than an implicit disclosure label, and a negative mood was more likely than a positive mood to drive participants to recognize the native ad. More importantly, participants in a positive mood evaluated a native ad with an implicit disclosure more favorably than an ad with an explicit disclosure. By contrast, participants in a negative mood responded more positively to a native ad with explicit disclosure compared to an ad with implicit disclosure. Study 2 demonstrated that the interaction between mood and disclosure language was further moderated by individuals' levels of ad skepticism. These results are believed to provide meaningful theoretical and practical implications to the field of native advertising and consumer behavior.     

Expectancy of Chinese Parents and Children's Cognitive Abilities

A total of 142 first grade and 188 fifth grade schoolchildren from Beijing were tested on 11 cognitive tasks. The parents of these children were surveyed with questionnaires to obtain family background materials, and were asked about their expectancies of their children's future careers and future educational achievements. It was found that fifth grade children from high career (professional) expectancy fathers tend to have better developed cognitive abilities, however there is no career expectancy effect on first grade children. Children from high school achievement expectancy fathers tend to have better developed cognitive skills, this educational expectancy effect is stronger for fifth grade children than first grade children. There is a general trend that the higher the educational level of the fathers, the higher expectancy they have for their children.     

对交迭任务记忆的实验研究(Ⅱ)

对交迭记忆任务的实验室模拟实验结果表明:(1)任务交迭类型、交迭任务数和任务呈现间隔时间都是影响交迭记忆业绩的因素。交迭记忆业绩随任务交迭类型的复杂程度提高而降低,随呈现间隔时间的延长而提高;在复式交迭类型中,随交迭任务数的增多而降低。从而说明了时间繁忙和信息加工强度是心理负荷的两个因素。(2)据实验结果求出了在本实验情境下的交迭记忆曲线公式。     

对交替呈现的立体图对的双眼立体视觉的探讨

本实验用APPLE Ⅱ微机控制的同视机,选用医用三级检查图片中的彩色和黑白两种立体图对,对30名被试进行实验。结果表明:(1)在同视机条件下,当双眼图象交替闪烁相位的交替频率平均在7Hz以上时,双眼立体视觉形成。(2)双眼刺激交替呈现时,彩色图对的立体感闪烁融合阈值约为33Hz,黑白图对的立体感闪烁融合阈值约为25Hz,两者差异十分显著(P<0.0001)。     

Chicks Injected with Antisera to either S-100α or S-100β Protein Develop Amnesia for a Passive Avoidance Task

The cellular expression of S-100β protein is upregulated in Alzheimer's disease and in Down's syndrome, and this protein has been implicated in memory-related processes in laboratory animals. However, the possibility that the α subunit of S-100 is also involved in memory has not yet been examined. In the present study, day-old black Australorp white Leghorn cockerel chicks (Gallus domesticus) received injections of monoclonal antisera to S-100α (1:50) or S-100β (1:500) into each hemisphere immediately after training on a one-trial passive avoidance task. The chicks displayed significantly lower retention levels than control birds that had been injected with antisera to carbonic anhydrase, or with saline (p< .01). S-100α antisera had an amnestic effect when injected between 0 and 20 min after training, with memory deficits occurring from 30 min postlearning, at the point of transition between the A and the B phases of the Gibbs-Ng intermediate memory stage. By contrast, the S-100β antisera needed to be injected either 5 min before or immediately after training and produced amnesia 10 min earlier, at the start of the A phase of the intermediate memory stage. We conclude that the two subunits of the S-100 protein are required at different points in the sequence of events leading to the consolidation of passive avoidance memory.     

快速书写条件下硬笔笔迹变量与认知及个性特征的关系

以圆珠笔为书写工具．北京市某中学高一学生为被试,有效数据169人．探讨了在快速抄写条件下,笔迹书写特征与认知及个性的关系：18个笔迹变量可抽取笔压、结构、特征、字体和空间五个反映字的书写特征的因素;书写特征与认知因素间,横、竖笔压与概念形成速度。整篇压与视力追踪、字位与眼手协调相关显著;横笔压与16PF测验中的畏缩退怯——冒险敢为有正相关;竖笔压与艾森克个性因素的N有高相关。     

中国颜色体系研究

概述了用颜色立体模型表示物体颜色,并做定量表示的颜色体系研究的理论意义及应用价值。介绍了国际上影响较大的颜色体系理论和编制原则的特点。中国颜色体系研究是在对国际上其它颜色体系的理论分析和对颜色样品测试的基础上,确立其理论依据和编制原则,开展了中国人眼对明度、色调、彩度等间距排列的视觉评价实验,建立了中国颜色体系理论模型。同时研制出《中国颜色体系样册》。该项研究于１９９３年７月通过了国家自然科学基金委员会和中国科学院联合召开的成果鉴定会,并得到良好的评价,又于１９９４年６月通过国家标准审查。该项研究的完成和推广,不仅能为我国国民经济各部门的颜色控制、标定和交流提供科学的颜色定量手段,同时也是对实用色度学的发展和颜色标准化工作做了有益的工作,产生了积极的经济效益和社会效益。     

激励理论及其综合模型的新发展

激励是组织行为学的一个重要研究领域。本文概述了传统的激励理论、满意感理论在近年的研究新成果和新动向,并对激励理论的三大综合模型(聚合模型、新范式模型和混合模型)作了分析。最后提出了未来激励研究的四个方向。     

汉语阅读困难儿童认知特征研究

为了解汉语阅读困难者的认知特征,本研究从９６７名５年级１１－１３岁学生中抽取了１１８名被试,将他们分成困难组（包括截点组和低成就组）和对照组,并将其在词语理解等８个认知变量上进行了比较。结果表明,图形记忆与加工能力及对词语和一般信息理解能力的缺损是汉语阅读困难者主要的认知特征。研究还表明,一般信息理解能力发展水平是区分一般阅读落后和特殊阅读落后的一个指标。