消费者购买决定与前额叶脑活动的不对称性——来自EEG的证据

摘要：目前营销科学界对消费者购买决策阶段的神经运作机制仍然缺乏准确的理解,本研究探索了大脑前额叶不对称性是否与消费者购买决策有关。采用田野实验方法,21名受试者在真实的在线购物中,分别对自己购物车里5件物品做出真实的购买决策,他们的EEG脑电图被完整记录了下来,共观察到104次购买决策过程。结果表明,在产品页面观看过程中,受试者的gamma频带前额叶不对称,与随后真实购买行为显著相关。alpha、beta频带额叶不对称与购买决策无关。结果还发现与商品的售价对beta和gamma不对称指数的调节效应,且调节效果正好相反。本研究发现了消费者在购买决策过程中一种独特的EEG成分——前额叶gamma波不对称指数（PAIγ）与肯定的购买意愿和实际购买行为相关性最强。     

Can Lonely People Behave Morally? The Joint Influence of Loneliness and Empathy on Moral Identity

We examine how loneliness moderates the effect of empathy on moral identity: the extent to which being a moral person is important to an individual's identity. Results of four studies show that only lonely people have increased moral identity when they have high (vs. low) empathy; empathy does not reliably increase moral identity for nonlonely people. We demonstrate these effects with psychological measures of moral identity as well as with downstream moral behaviors in various consumer settings. Our findings are consistent with the motivation theory of loneliness and empathy: Lonely people are capable, but are not motivated to empathize.     

Estimating preferences for different types of pedestrian crossing facilities

This paper reports the results of a study to understand the preferences of pedestrians towards using different types of road crossing facilities. A preliminary qualitative study found that people’s perceptions about crossing facilities are shaped by aspects such as safety, convenience, crossing time, accessibility, and personal security. The main quantitative study consisted of a stated preference survey implemented in three neighbourhoods in English cities near busy roads. Participants were first asked to indicate how comfortable they felt using different types of crossing facilities. Footbridges and underpasses were systematically rated below signalised crossings. Participants were then asked to choose between walking different additional times to use certain types of crossing facility or avoid crossing the road altogether. The analysis of the choices using a mixed logit model found that on average participants are willing to walk an additional 2.4 and 5.3 min to use a straight signalised crossing and avoid using footbridges and underpasses, respectively. Women and older participants were willing to walk longer additional times to avoid those facilities. Participants only avoid crossing the road if the additional time to use straight signalised crossings is at least 20.9 min. The estimated values for the willingness to walk were slightly smaller when using a conditional logit model. The study provides information that is useful for policy decisions about the frequency and the type of pedestrian facilities provided to cross busy roads.     

Compensatory knowledge signaling in consumer word‐of‐mouth

This paper extends prior research on consumer knowledge beliefs and word-of-mouth transmission. Findings from four studies suggest that people compensate for unfavorable discrepancies between their actual and ideal consumer knowledge with heightened efforts to signal knowledgeability through the content and volume of their word-of-mouth transmissions. This compensatory knowledge signaling effect is moderated by the self-concept relevance (psychological closeness) of the word-of-mouth target and lay beliefs in the self-enhancement benefits of transmitting product knowledge. Content analysis of participants' product communications further supports our knowledge signaling account. The relationship between actual:ideal knowledge discrepancies and heightened word-of-mouth intentions is mediated by the specific negative emotion associated with actual:ideal self-discrepancies. Overall, the findings suggest that the relationship between consumer knowledge and word-of-mouth transmission depends not only on what you think you know, but also on what you wish you knew.     

Efficacy of and preference for reinforcement and response cost in token economies

Researchers have shown that both differential reinforcement and response cost within token economies are similarly effective for changing the behavior of individuals in a group context (e.g., Donaldson, DeLeon, Fisher, & Kahng, 2014; Iwata & Bailey, 1974). In addition, these researchers have empirically evaluated preference for these procedures. However, few previous studies have evaluated the individual effects of these procedures both in group contexts and in the absence of peers. Therefore, we replicated and extended previous research by determining the individual effects and preferences of differential reinforcement and response cost under both group and individualized conditions. Results demonstrated that the procedures were equally effective for increasing on‐task behavior during group and individual instruction for most children, and preference varied across participants. In addition, results were consistent across participants who experienced the procedures in group and individualized settings.     

认知闭合需要、框架效应与决策偏好

在带有模糊性的决策情境中,决策者个人的认知特征会对其判断决策产生重要影响。通过实验的方法,考察了认知闭合需要和特征框架效应对个体决策偏好的影响。93名工商管理硕士（MBA）参与了实验,研究的结果支持了本研究的3个假设,即认知闭合需要与特征框架效应不仅对被试的决策偏好存在显著的影响,而且二者还存在显著的交互作用。具体来说,研究发现,在模糊情境中：高认知闭合需要的被试偏好于立刻做出决策,而低认知闭合需要的被试偏好于暂缓做出决策;接收到正向框架信息的被试偏好于立刻做出决策,而接收到负向框架信息的被试偏好于暂缓做出决策;认知闭合需要与特征框架对被试的决策偏好还存在显著的交互作用。研究结论为根据个体认知闭合需要的水平来选拔决策者、利用框架效应来影响个体的信息加工方式进而提高决策质量提供了理论依据     

The Effect of Expected Value on Attraction Effect Preference Reversals

The attraction effect shows that adding a third alternative to a choice set can alter preference between the original two options. For over 30 years, this simple demonstration of context dependence has been taken as strong evidence against a class of parsimonious value‐maximising models that evaluate alternatives independently from one another. Significantly, however, in previous demonstrations of the attraction effect alternatives are approximately equally valuable, so there was little consequence to the decision maker irrespective of which alternative was selected. Here we vary the difference in expected value between alternatives and provide the first demonstration that, although extinguished with large differences, this theoretically important effect persists when choice between alternatives has a consequence. We use this result to clarify the implications of the attraction effect, arguing that although it robustly violates the assumptions of value‐maximising models, it does not eliminate the possibility that human decision making is optimal. © 2016 The Authors Journal of Behavioral Decision Making Published by John Wiley & Sons Ltd.     

Choosing among multiple alternatives: Relative and overall reinforcer rates

Choice behavior among two alternatives has been widely researched, but fewer studies have examined the effect of multiple (more than two) alternatives on choice. Two experiments investigated whether changing the overall reinforcer rate affected preference among three and four concurrently scheduled alternatives. Experiment 1 trained six pigeons on concurrent schedules with three alternatives available simultaneously. These alternatives arranged reinforcers in a ratio of 9:3:1 with the configuration counterbalanced across pigeons. The overall rate of reinforcement was varied across conditions. Preference between the pair of keys arranging the 9:3 reinforcer ratio was less extreme than the pair arranging the 3:1 reinforcer ratio regardless of overall reinforcer rate. This difference was attributable to the richer alternative receiving fewer responses per reinforcer than the other alternatives. Experiment 2 trained pigeons on concurrent schedules with four alternatives available simultaneously. These alternatives arranged reinforcers in a ratio of 8:4:2:1, and the overall reinforcer rate was varied. Next, two of the alternatives were put into extinction and the random interval duration was changed from 60 s to 5 s. The ratio of absolute response rates was independent of interval length across all conditions. In both experiments, an analysis of sequences of visits following each reinforcer showed that the pigeons typically made their first response to the richer alternative irrespective of which alternative was just reinforced. Performance on these three‐ and four‐alternative concurrent schedules is not easily extrapolated from corresponding research using two‐alternative concurrent schedules.     

Consumer Rights to Informed Choice on the Food Market

The discourse about traceability in food chains focused on traceability as means towards the end of managing health risks. This discourse witnessed a call to broaden traceability to accommodate consumer concerns about foods that are not related to health. This call envisions the development of ethical traceability. This paper presents a justification of ethical traceability. The argument is couched in liberal distinctions, since the call for ethical traceability is based on intuitions about consumer rights to informed choice. The paper suggests that two versions of ethical traceability find justification. The first version of ethical traceability entails that governments ensure that all consumers are provided with foods that respect some threshold level of, e.g., animal welfare that is supported by an overlapping consensus. The second version of ethical traceability entails that food producers provide consumers with products, and sufficient information about these products, that are relevant for reasonable, non-superficial values that are not supported by an overlapping consensus. Governments should facilitate this in the sense that consumers are not provided with misinformation about characteristics of foods that are relevant for reasonable, non-superficial values that are not supported by an overlapping consensus.