Load theory of selective attention and the role of perceptual load: Is it time for revision?

Perceptual load hypothesis is proposed as a compromise between early and late theory of selective attention which states that the selection will operate early when the load on perception is high and it will operate late when the load on perception is low. Experimental findings have shown that the perceptual load hypothesis is too simplistic in nature as perceptual load is not the only determinant of selection processes. It is difficult to apply the load hypothesis to explain the occurrence of early selection in low load displays as well as the selection processes that operate on distractor and target stimuli that are a part of the same object. Factors like spatial proximity, cues that manipulate the spatial extent of attentional focus, salience of targets as well as the distractors, and perceptual grouping between the target and the distractors should be taken into account while explaining the selective control of attention. Thus, the perceptual load of the display is one such factor that affects selective attention and goal-directed behaviour, but it is not the only factor to affect the selective control of attention.     

Modifying driver behaviour with passenger feedback

A feedback programme was employed to help drivers improve their safety behaviour based on the idea that particular types of driver error result from contingency traps as defined by Fuller [Journal of Applied Behaviour Analysis, 24 (1991) 73]. Two drivers and their single respective passengers participated. For each driver, repeated in-car observations were made of four unsafe driving behaviours. Two of these were sequentially targeted in the behavioural intervention that involved the passengers providing informational feedback to their driver. Both drivers showed a marked improvement across the targeted behaviours. The study demonstrated the applicability of behaviour analysis to the traffic domain and the efficacy of individual feedback as a behavioural tool for positive behaviour modification.     

Predicting consumer satisfaction from CD players

This paper explores the relationship between expectations and product satisfaction evaluations in a high‐involvement product category. While doing so, the paper attempts to develop a regression model to predict the overall level of consumer satisfaction derived from CD players, using a number of explanatory variables within an ordinary least squares framework. This regression model links overall satisfaction to confidence in other people's opinions, expectations of product quality, experience with product quality, replacement rate and the importance of price. The model predicts fairly well for cross‐sectional data, with an adjusted R² of 57 per cent, and appears to be robust. Finally, the implications of these results for marketers are discussed. Copyright © 2002 Henry Stewart Publications.     

Consumer misbehaviour: an exploratory study of shopliftin

Although customer theft is traditionally researched from a criminological or psychological perspective, this paper investigates shoplifting as consumer behaviour, demonstrating that well‐defined models of normal consumer behaviour can be applied to aberrant behaviour such as shop theft. Empirical research is used to show how adults and teenagers form belief systems that amount to rational intentions in the decision to shoplift. The theory of planned behaviour (Ajzen, 1991) was used as the basis for two self‐report surveys which investigated the interaction between consumers' attitudes and beliefs about shoplifting and their perceptions of retail security. The first survey utilised a sample of shoppers from the South East Midlands; the second a sample of school students from the same area (861 respondents in total, 109 respondents admitting to shoplifting in the previous year). Both studies indicate that the decision to shoplift is influenced by pro‐shoplifting attitudes, social factors, opportunities for shoplifting and perceptions of low risks of apprehension. This implies that the deterrent messages we use must be reassessed. Copyright © 2002 Henry Stewart Publications.     

Perceived product instrumentality: the process of scale purification and validation

Perceived product instrumentality (PPI) is a new construct that is proposed as a key process component of a general model of family purchasing behaviour. PPI reflects the degree to which consumers, apprehended as actors of social roles, deem a product to be helpful, facilitative of role performance, compatible with role identity and congruent with the self‐concept. The objective of this paper is threefold: (1) assess the PPI unidimensionality and reliability; (2) purify the PPI scale, and (3) assess its validity. First, a pilot survey was administered to a convenience sample of men and women, who filled in four identical lists of 33 items tapping their attitudes towards durables, and exploratory factor analysis was conducted on each set to explore the overall pattern of the items relationships. Five try‐out pools of different sizes (33, 28, 15, 13 and 9 items) were involved in the analysis. The 15‐item scale was retained. Secondly, a large‐scale survey was administered to 500 couples as part of an extensive research involving comprehensive model testing. Exploratory factor analysis was conducted on the whole sample for reliability and unidimensionality assessment. At times, the analysis is done on men's and women's sub‐samples separately in order to account for eventual differences among both populations. Thirdly, confirmatory factor was conducted, splitting the sample into two random halves: the generation sample and the validation sample. The first half served for the PPI scales purification. In this case, PPI was posited as the latent variable and the scale items were posited as the manifest ones. The second served to validate the PPI theory in a system's framework: PPI was posited as a latent dependent variable while other role orientations variables were posited as latent independent variables. Copyright © 2002 Henry Stewart Publications.     

The relationship between lottery ticket and scratch‐card buying behaviour,personality and other compulsive behaviours

The study examines how demographics, other forms of compulsive behaviour and personality are related to the buying frequency and compulsiveness in lottery tickets and scratch‐cards. An integrative framework is developed and tested in a sample of respondents. Results indicated that the buying compulsivenesses in lottery tickets and scratch‐cards have the same correlates. The buying compulsivenesses in both lottery tickets and scratch‐cards were found to be positively related to cigarette consumption and the extraversion dimension of personality and negatively related to the agreeableness and intellect dimensions of personality. Copyright © 2002 Stewart Publications Ltd.     

Effects of short‐term cosmetic versus long‐term health fear appeals in anti‐smoking advertisements on the smoking behaviour of adolescents

A field study exposed 235 high school students to anti‐smoking advertisements over a five‐month period to test the effectiveness of short‐term cosmetic versus long‐term health fear appeals in preventing or reducing smoking. The study was a longitudinal experiment with two experimental groups and a control group. Smoking behaviour was measured prior to message exposure on television, in magazines and on the internet, and at the end of the study period. The primary results were that average smoking declined for subjects exposed to either type of anti‐smoking fear appeal but not for the control group and short‐term cosmetic fear appeals were more effective for males but long‐term health fear appeals were more effective for females. Copyright © 2003 Henry Stewart Publications.     

Is ‘culture’ a justifiable variable for market segmentation? A cross‐cultural example

This paper investigates whether culture can be used to segment a market. Using Indians, resident in Britain (British Indians) as an example, previous research suggests that culture's manifestation within buyer behaviour provides sufficient evidence to justify its use as a market segment variable. Using brown goods (television sets, video equipment, music systems etc) a comparative quantitative study examined the impact of a range of cultural values upon the buying behaviour of British Indians and British Caucasians, to identify significant differences between the two. Although a significant difference was found, the amount of similarity between the two sample groups suggests culture should not be used as a segmentation variable. This research has implications for organisations seeking to develop ethnic minority orientated marketing strategies. Copyright © 2003 Henry Stewart Publications.     

"The Plague Of Blood": HIV/AIDS and Ethics of the Global Health–Care Challenge

In this essay I explore the heuristic value of the concept of ethics of complexity, chaos, and contingency by applying its framework to the analysis of the HIV/AIDS pandemic. Everyday human moral choices are outcomes of a moral impulse, and such an impulse is grounded in moral competence shaped by moral literacy. This literacy is constructed on the basis of a body of knowledge of culture, social context, environment, and the universe. It also includes the knowledge of religions and religious and secular ethical codes. I also distinguish between the social and cultural aspects of ethical systems. Both societies and cultures provide resources and constraints for the development of literacy and competence. An intentionally developed multifaith and multidisciplinary coalition may help us move away from various forms of social speciation and toward sociological mindfulness. This could help us remake the world into one that has more courage to care.     

Erna and Melanie Klein

Erna was one of the child patients treated by Melanie Klein in Berlin, employing her recently discovered play technique. Since Erna died in Chile, the authors considered the IPA Congress in Santiago an opportunity to present a paper as a homage both to Erna and, especially, to Klein. She learned much from that very disturbed child, which she later used to sustain the ongoing development of her theories. The paper explores biographic data relevant to understanding both the case and the theories. It analyses the case material to follow Klein in the discovery and the handling of the child's transference and the harsh expressions of hate, jealousy and envy, which are brought in, with sad consequences, by strong persecutory feelings. Klein's comparison of this case with that of Freud's Wolf-man is also considered, mostly to show that the similarities were less than originally claimed, and that Klein, perhaps, was introducing a theoretic shift which led her technique to gradually change from ' Nachträglichkeit ' to the 'signification-resignification' pair, akin to Strachey's concept of the mutative interpretation. Lastly, the comprehension of Erna's strong psychotic traits and the links with later developments of the theory on psychosis are studied.