On the robustness and the direction of the effect of cause‐related marketing

Two experiments are presented in this paper that explore the effect of cause‐related marketing (CRM) on product choice. To allow evaluation of the effect of experience and the role of individual differences, the experiments used a repeated choice setting. The results of Experiment 1 showed that the effect of CRM was stable over time. However, the direction of the effect was sensitive to the value of the product. CRM served as an equaliser: it helped disadvantaged alternatives and reduced the attractiveness of superior alternatives. Experiment 2 showed that the effect of CRM decreased but did not disappear in an easy choice task. These findings are summarised in a simple model and discussed in terms of their potential marketing applications. Copyright © 2003 Henry Stewart Publications.     

Traffic Offences: Planned or Habitual? Using the Theory of Planned Behaviour and habit strength to explain frequency and magnitude of speeding and driving under the influence of alcohol

This study addresses the socio‐cognitive determinants of traffic offences, in particular of speeding and drinking and driving. It has two aims: (1) to test the hypothesis of a direct effect of habits on offences (i.e., independent of intentions) by employing a specific measure of habits (i.e., the SRIH) and (2) to analyse the offences by taking account of three distinct parameters: Frequency, usual magnitude (i.e., the most frequent deviation from the law) and maximal magnitude (i.e., the greatest deviation occasionally adopted) in order to represent more accurately the variability of the offending behaviours. A total of 642 drivers replied to a questionnaire. The results corroborate the idea that intention and habit are distinct and direct determinants of offences. The use of the SRIH dismisses the criticisms made with regard to the measure of past behaviour. The distinction between the three behavioural parameters proves to be relevant, as their determinants are not exactly similar. Finally, attitude and subjective norm had direct effects on the maximal magnitude and/or on the frequency of the offence. The discussion concerns the contribution of this study to the analysis of offences as well as its limitations and addresses the theoretical plausibility of the direct effects of attitude and the subjective norm.     

Investigating the effects of Rectangular Rapid Flash Beacons on pedestrian behavior and driver yielding on 25 mph streets: A quasi-experimental field study on a university campus

Rectangular Rapid-Flash Beacons (RRFBs) are safety measures that have become popular in recent years in the USA. Such equipment has demonstrated effectiveness in reducing vehicle speed and conflicts among road users, and increasing drivers’ yielding to pedestrians. However, RRFB effects on pedestrian behaviors are less well documented, and perhaps could produce contraindicated effects in crossing behavior. Specifically, RRFBs may give pedestrians a feeling of protection and induce them to more risk-taking when crossing the road. The current study was designed to investigate drivers and pedestrians’ reactions to a RRFB system installed at a university campus located in Virginia, USA. We deployed (a) field observation, using a multiple pretest/posttest non-equivalent control group quasi-experiment design and (b) interviews of students throughout the project’s multiple time periods. In total, 2454 pedestrians and 1312 drivers were observed and 265 students were interviewed. RRFB installations did not distinguish driver yielding likelihood between sites with or without RRFBs. However, driver yielding overall increased linearly over the five rounds of the study. Whether this was the result of the general presence of RRFBs on campus from the third round to the end of the fifth round is unknown. There is evidence from person interviews that students perceived increased safety for pedestrians over time. Being a RRFB chosen site or actual activation of the RRFBs did not have a significant relationship with pedestrian looking behavior either. The potential consequences of these results as well as the context of RRFB use on a university campus and generally low-speed roads are discussed.     

The effect of fatigue driving on car following behavior

Existing fatigued driving analysis methods mainly focus on lateral driving performance by using the measurements related to the steering wheel or lane position. There is a lack of research on longitudinal car following behavior. In this study, 40 professional drivers are invited to participate in field expressway driving experiment, lasting at least for 6 h. During the test, their performance is measured in terms of their self-reported fatigued driving level according to the Karolinska Sleepiness Scale (KSS), the PERcentage of eye CLOSures (PERCLOS) and the Time Headway (THW). Then the effects of the fatigued driving level on car following behavior are evaluated. The results indicate that the fatigue level (for both KSS and PERCLOS) has significantly impact on THW parameters, including the mean, standard deviation and minimum THW. An increase in KSS and PERCLOS leads to a lower mean and minimum THW. Meanwhile, the standard deviation of THW increases with the increase of KSS and PERCLOS. In conclusion, this study found that a higher fatigue level leads to the driver keeping a smaller THW when following another vehicle and choosing shorter THW to make lane change. More deviation of car following performance was also found with the increase of fatigue level. Therefore, the findings of this study can be used to explain fatigue as one of the major reasons for rear-end collisions. Also, the research findings demonstrate the impact of fatigue on driving behavior in terms of car following performance, which can be used as a measurement for monitoring fatigued drivers.     

Salespersons’ empathy as a missing link in the customer orientation–loyalty chain: an investigation of drivers and age differences as a contingency

Salespersons’ customer orientation has attracted considerable attention from practitioners and researchers. By distinguishing customer-oriented attitude from behavior, this study sheds light on customers’ perceptions of salespersons’ empathy, as a missing link between customer orientation and customer-related outcomes. Noting the increasing age diversity among salespersons and customers, this study also investigates whether age differences in salesperson–customer dyads moderate the relationships of salespersons’ customer-oriented attitude and behavior with customer outcomes. Finally, this study examines salespersons’ climate perceptions as antecedents of their customer-oriented attitudes. Results of multilevel modeling with data from 164 salespersons and 405 customers reveal that salesperson empathy, as perceived by customers, is an important facilitator of the customer orientation–satisfaction relationship. When there are large age differences, salespersons’ customer-oriented attitude becomes more important for making customers feel understood by salespersons. Regarding antecedents, salespersons’ customer-oriented attitude is influenced by their perceptions of team-member exchange and age-inclusive climate.     

The Persuasive Effects of Emotive Visual Imagery: Superficial Manipulation or the Product of Passionate Reason?

This study reevaluates the persuasive impact of emotional visual appeals within politics and examines two different explanations for their effects. One possibility is that the effects of emotive visual images are essentially superficial in nature, consistent with the view that feelings aroused by an affective image are transferred somewhat mechanically to a political candidate or cause with which it is paired. This transfer-of-affect explanation suggests that emotional appeals may work best among the least informed voters or those paying the least attention to a persuasive political message. The second possibility is that emotional appeals work via passionate reason, in which affective responses to an emotive image are integrated with, and potentially bias, reasoned thought about the accompanying message. This integrated approach leads to the counterintuitive prediction that individuals who are most highly involved in an issue (and who know the most about it) are most influenced by emotional imagery. This prediction arises from growing evidence that people highly involved in value-laden social issues generate the strongest emotional responses to issue-related persuasive appeals. These two models were tested in a study in which undergraduate students were presented with a picture of a cute or an ugly animal and a flyer from an organization advocating a pro- or anti-environment stance with respect to preserving the animal's habitat. The responses showed that emotive imagery was most persuasive among the most involved environment supporters, providing clear evidence of passionate reasoning.     

儿童抑郁认知易感性的发展特点

相对稳定的负性认知特征会使个体容易发生抑郁,被称为抑郁认知易感性.文章总结并对比当前关于抑郁认知易感性的稳定性与可变性的观点,提出从儿童发展早期开始研究认知易感性因素的必要性.接着回顾消极归因方式、功能失调态度和冗思这三种认知易感性因素在儿童期的表现及其前期心理特征,试图找到抑郁认知易感性在个体发展中的连续性.建议今后探讨认知易感性因素在不同年龄的发展特点,关注发展早期认知易感性因素的测量.     

大学生对个人未来的规划和态度及其与抑郁的关系

采用青少年未来取向问卷(中文版)、Beck抑郁量表-Ⅱ对723名大学牛进行调查,考察大学生对未来的规划和态度及其与抑郁的关系.结果发现:大学生对个人未来教育、职业和婚姻/家庭的探索和投入水平处于中等程度以上,并对未来持积极乐观的态度;大学一年级处于对未来发展进行探索和投入的过渡阶段;男大学生对未来婚姻/家庭的投入更多、态度更乐观;大学生对未来主要发展任务的积极规划和乐观态度能够负向预测抑郁.     

消极刻板印象和群际焦虑:阻碍群际交往的重要因素

消极刻板印象和群际焦虑是阻碍群际交往的重要因素。基于群际接触理论和群际焦虑理论模型,测量了少数民族和汉族交往时的群际焦虑水平、彼此持有的刻板印象和外群体态度等变量,考查了这些变量的特征及关系。结果表明:(1)汉族在群际交往过程中的群际焦虑水平显著高于少数民族;(2)女性比男性持有更积极的外群体态度;(3)消极刻板印象是产生群际焦虑和偏见态度的重要原因。减少消极刻板印象、降低群际焦虑是促进群际交往的重要途径。