大学生网络幸福感的特点及其与网络使用偏好的关系

采用自编的大学生网络幸福感问卷、网络使用偏好问卷,对400名大学生进行测试,以探索大学生网络幸福感的特点及其与网络使用偏好的关系。结果表明：（1）大学生的网络幸福感总体处于中等偏上水平,网络使用偏好中休闲娱乐维度的得分最高,网络使用偏好类型中普通型居主导地位;（2）网络幸福感和网络使用偏好类型存在显著正相关,其中与休闲娱乐偏好的相关最高;（3）回归分析结果表明,休闲娱乐偏好对网络幸福感有正向预测作用,游戏偏好对网络幸福感中的便利感、活力感、自由感因子有预测作用。     

文字熟悉度对电影字幕偏好性影响的眼动研究

字幕作为电影和电视节目的重要组成部分,在视频观看过程中起到辅助加工的作用。研究以电影视频作为刺激材料,设置了中文、英文、乱码三种字幕,采用眼动技术探讨了文字熟悉性对电影观看过程中字幕偏好性的影响作用。结果发现:虽然仅凭电影中的声音就完全可以理解电影内容,但是被试仍然对不同熟悉度的字幕表现出了字幕偏好性;字幕的偏好性受到文字熟悉性的影响,随着文字熟悉度的下降,字幕的偏好性也随之降低。     

A Brief Pause between a Tagline and Brand Increases Brand Name Recognition and Preference

This paper explores the outcome of the visual encoding of brands in meaningful sentences (i.e. in taglines) on brand name recognition and preference. In this paper, it is shown that, above and beyond the role of conceptual priming during encoding at increasing recognition memory, there is a role of creating a temporal delay, or pause, between meaningful cues in the sentence and a key word (Experiment 1) or brand (Experiments 2a and 3) on memory. The pause is also associated with increased preference towards brands (Experiment 2b). These findings demonstrate a new way to enhance recognition of brand names that is not due to a pure generation effect but rather by increasing attention, which increases processing fluency of the target. Copyright © 2011 John Wiley & Sons, Ltd.     

If you have a choice,you have trouble: Stimulus valence modulates presentation‐order effects in preference judgment

It is well known that the presentation order of choice options often affects decision outcomes to a significant degree. However, despite the significance and wide occurrence of the effects, they are ignored in most preference models. Furthermore, psychophysical findings of stimulus‐magnitude dependent presentation‐order effects have not been acknowledged previously in the cognitive literature on preference judgments. Thus, the potential moderating effect of the level of stimulus magnitude (here, valence) on the direction and size of order effects in preference judgment has not been investigated previously. In two experiments, participants (117 and 204, respectively) rated their preference for pairs of everyday‐type objects and phenomena (e.g., apple–pear, headache–stomachache). Stimuli were spaced horizontally, and each participant received them in one of two opposite within‐pair presentation orders. Participants also rated the stimuli's valence on a scale from very bad to very good. The results showed a positive correlation between the rated valence and the tendency to prefer the first‐mentioned (left) stimulus; that is, the effect was greatest, and opposite, for choices between the most attractive and the most unattractive options, respectively. In terms of Hellström's ( 1979 ) sensation‐weighting model, the positive correlation is caused by a higher weight (i.e., impact on the preference judgment) for the left stimulus than for the right, which is possibly due to the left stimulus being compared to the right. The results suggest that researchers may have failed previously to find important moderators of presentation‐order effects in preference judgment due to the failure to use sufficiently attractive or unattractive stimuli. Copyright © 2010 John Wiley & Sons, Ltd.     

Overpredicting and Underprofiting in Pricing Decisions

This research examines sellers' price‐setting behavior and discovers a naturally occurring mismatch between sellers and buyers: Sellers who make a price decision often consider alternative prices and engage in the joint evaluation mode, whereas buyers who make a purchase decision see only the finally set price and are in the single evaluation mode. This mismatch in evaluation modes leads sellers to overpredict buyers' price sensitivity and underprice their products. However, these effects apply only to products unfamiliar to buyers and without salient reference prices and can be alleviated if sellers are encouraged to mimic single evaluation when making pricing decisions. These propositions are empirically tested and verified. Copyright © 2011 John Wiley & Sons, Ltd.     

同伴关系与攻击行为稳定性的关系研究

研究采用同伴提名法、友谊质量问卷和班级戏剧量表,对430名小学3至5年级的儿童进行了为期一年的追踪调查,在此基础上考察了攻击行为的不同发展轨迹与同伴关系之间的联系.结果表明,不同的攻击行为发展轨迹在社会喜好上的主效应显著,但是在友谊质量上的差异不显著,具体来说:(1)不同外部攻击亚组之间在社会喜好变化趋势上存在显著差异,相对于先低后高组、持续高组和持续低组,先高后低组的社会喜好存在显著的上升趋势;相对于持续低组和持续高组,先低后高组存在显著的下降趋势.(2)不同关系攻击亚组之间在社会喜好变化趋势上存在显著差异,相对于先高后低组、持续低组和持续高组,先低后高组的社会喜好得分存在显著的下降趋势.     

Enticing for me but unfair to her: Can targeted pricing evoke socially conscious behavior?

Prior research shows that consumers stop purchasing from firms that treat them badly. In this research we show that consumers also resist firms that treat other consumers badly while favoring them. In three experiments, we demonstrate such social consciousness in the context of targeted pricing, where firms offer lower prices to new (versus old) customers. A significant proportion of consumers in our experiments give up money to resist the price-discriminating firm, especially when the discrimination is more salient or is not justified. Further, perceived unfairness mediates the relationship between the salience and justification of the pricing practice and consumer resistance.     

“Brands as Intentional Agents”: Questions and extensions

The notion that consumers' relationships with brands can be characterized in ways that resemble their relationships with people is gaining considerable ground in the areas of consumer behavior and branding. Kervyn, Fiske and Malone's “Brands as Intentional Agents” offers additional support for this basic proposition. The authors argue that the ability to translate research on human social interaction relationships with brand relationships provides useful insights into brand positioning and brand communications. This author, while raising a few general questions about the SCM and BIAF models, identifies additional research questions in the consumer behavior and branding domains that might be informed by the basic components of the SCM model.     

联想学习对消费行为的影响：基于产品搜索经验的视角

消费者能够基于长期形成的联结产生预期并引导产品搜索。然而,在实际搜索过程中,消费者可能会遭遇符合预期的经验或违反预期的经验。本研究主要探讨基于不同产品搜索经验的联想学习影响消费行为的机制,主要涉及(1)消费者是否会基于产品搜索经验的联想学习产生“违反预期”的预期,并且影响随后搜索中的注意加工;(2)违反预期和符合预期的产品搜索经验对任务无关信息的联想学习所产生的影响,同时关注先前短期的联想学习能否建立预期从而引导随后的产品注意搜索过程;(3)基于产品搜索经验的联想学习对产品偏好的影响,并将行为偏好和大脑奖赏进行联系。本研究有助于阐明消费情境中产品搜索对消费者行为和大脑的影响机制,为营销应用中通过改变消费体验、促进产品购买提供实证依据。     

Assessing potential effects of daily cross-domain usage of information and communication technologies

ABSTRACT

A within-person diary research design with 39 full-time workers was used to examine the effects of daily cross-domain usage of information and communication technologies (ICTs) on job-related performance and stress in both workplace and home domains. Segmentation preference effects on links between cross-domain ICT usage and both job performance and job stress were also analyzed. A positive association was found for the first relationship in mixed home-workplace contexts, and a negative association for the second in home contexts only. A stronger segmentation preference effect on the negative relationship between cross-domain ICT usage and job stress was found for integrators (employees who integrate work and home domains) compared to separators (employees who separate work/non-work activities). Our findings suggest that daily cross-domain ICT usage can enhance job performance and reduce job stress, with a moderating effect of segmentation preference on the link between cross-domain ICT usage and job stress.