网络广告的心理传播效果及其理论探讨

网络广告现已得到众多商家的重视与青睐。研究发现, 网络广告的心理传播效果明显受到广告自身特点(如网络广告的形式、互动性、情感元素、产品类型)、受众状态(如受众的期待、卷入度、先前经验、性别)、以及网络环境等因素的影响。学者们利用修正的精细加工可能性模型、互动广告模型、网络广告心理效果模型等对该类广告效应进行理论解释。但现有研究也依然存在一些问题, 如影响因素有待拓展、研究方法有待创新、因变量指标有待规范、理论总结不力等。     

Nonparametric item response theory axioms and properties under nonlinearity and their exemplification with knowledge space theory

This paper investigates the dichotomous Mokken nonparametric item response theory (IRT) axioms and properties under incomparabilities among latent trait values and items. Generalized equivalents of the unidimensional nonparametric IRT axioms and properties are formulated for nonlinear (quasi-ordered) person and indicator spaces. It is shown that monotone likelihood ratio (MLR) for the total score variable and nonlinear latent trait implies stochastic ordering (SO) of the total score variable, but may fail to imply SO of the nonlinear latent trait. The reason for this and conditions under which the implication holds are specified, based on a new, simpler proof of the fact that in the unidimensional case MLR implies SO. The approach is applied in knowledge space theory (KST), a combinatorial test theory. This leads to a (tentative) Mokken-type nonparametric axiomatization in the currently parametric theory of knowledge spaces. The nonparametric axiomatization is compared with the assumptions of the parametric basic local independence model which is fundamental in KST. It is concluded that this paper may provide a first step toward a basis for a possible fusion of the two split directions of psychological test theories IRT and KST.     

On equivariance and invariance of standard errors in three exploratory factor models

Current practice in factor analysis typically involves analysis of correlation rather than covariance matrices. We study whether the standardz-statistic that evaluates whether a factor loading is statistically necessary is correctly applied in such situations and more generally when the variables being analyzed are arbitrarily rescaled. Effects of rescaling on estimated standard errors of factor loading estimates, and the consequent effect onz-statistics, are studied in three variants of the classical exploratory factor model under canonical, raw varimax, and normal varimax solutions. For models with analytical solutions we find that some of the standard errors as well as their estimates are scale equivariant, while others are invariant. For a model in which an analytical solution does not exist, we use an example to illustrate that neither the factor loading estimates nor the standard error estimates possess scale equivariance or invariance, implying that different conclusions could be obtained with different scalings. Together with the prior findings on parameter estimates, these results provide new guidance for a key statistical aspect of factor analysis.We gratefully acknowledge the help of the Associate Editor and three referees whose constructive comments lead to an improved version of the paper. This work was supported by National Institute on Drug Abuse Grants DA01070 and DA00017 and by the University of North Texas Faculty Research Grant Program.     

Graphical regression models for polytomous variables

When modeling the relationship between two nominal categorical variables, it is often desirable to include covariates to understand how individuals differ in their response behavior. Typically, however, not all the relevant covariates are available, with the result that the measured variables cannot fully account for the associations between the nominal variables. Under the assumption that the observed and unobserved variables follow a homogeneous conditional Gaussian distribution, this paper proposesRC(M) regression models to decompose the residual associations between the polytomous variables. Based on Goodman's (1979, 1985)RC(M) association model, a distinctive feature ofRC(M) regression models is that they facilitate the joint estimation of effects due to manifest and omitted (continuous) variables without requiring numerical integration. TheRC(M) regression models are illustrated using data from the High School and Beyond study (Tatsuoka & Lohnes, 1988). This article was accepted for publication, when Willem J. Heiser was the Editor ofPsychometrika. This research was supported by grants from the National Science Foundation (#SBR96-17510 and #SBR94-09531) and the Bureau of Educational Research at the University of Illinois. We thank Jee-Seon Kim for comments and computational assistance.     

多感官线索整合的理论模型

日常生活中,人脑能联合来自不同感官通道的线索对外部世界中的物体和事件进行感知。这些感官通道采用不同的参照系来表征物体的特征和位置;而且各种线索的可靠性也不恒定,根据环境而改变。但是人脑依然能够有效地整合这些线索,对物体和事件进行正确的感知。在以往研究的基础上,总结评述了多感官线索整合的几种理论模型及其验证结果,其中重点介绍了近年来引起广泛关注的贝叶斯统计优化模型。未来的研究应结合虚拟现实技术和脑成像技术对多感官线索整合进行探讨。     

Parent-child interaction during the first year of life in infants at elevated likelihood of autism spectrum disorder

Autism spectrum disorder (ASD) likely emerges from a complex interaction between pre-existing neurodevelopmental vulnerabilities and the environment. The interaction with parents forms a key aspect of an infant’s social environment, but few prospective studies of infants at elevated likelihood (EL) for ASD (who have an older sibling with ASD) have examined parent-child interactions in the first year of life. As part of a European multisite network, parent-child dyads of free play were observed at 5 months (62 EL infants, 47 infants at typical likelihood (TL)) and 10 months (101 EL siblings, 77 TL siblings). The newly-developed Parent-Infant/Toddler Coding of Interaction (PInTCI) scheme was used, focusing on global characteristics of infant and parent behaviors. Coders were blind to participant information. Linear mixed model analyses showed no significant group differences in infant or parent behaviors at 5 or 10 months of age (all ps≥0.09, d≤0.36), controlling for infant’s sex and age, and parental educational level. However, without adjustments, EL infants showed fewer and less clear initiations at 10 months than TL infants (p = 0.02, d = 0.44), but statistical significance was lost after controlling for parental education (p = 0.09, d = 0.36), which tended to be lower in the EL group. Consistent with previous literature focusing on parent-infant dyads, our findings suggest that differences between EL and TL dyads may only be subtle during the first year of life. We discuss possible explanations and implications for future developmental studies.     

Functional connectivity abnormalities during contextual processing in schizophrenia and in Parkinson’s disease

Functional connectivity was evaluated in patients with schizophrenia (SC) and in patients with Parkinson’s disease (PD) during the performance of a local contextual processing paradigm, to investigate the proposition that functional disconnection is involved with contextual processing deficits in these populations. To this end, we utilized event-related EEG signals, synchronization likelihood and graph theoretical analysis. Local context was defined as the occurrence of a predictive sequence of stimuli before the presentation of a target event. In the SC patients, we observed a decrease in path length (L) in the beta band, for the predictive sequence and for predicted and random targets, compared with controls. These abnormalities were associated with weaker frontal-temporal-parietal connections. In the PD patients we found longer L (theta band) for predicted targets, and higher cluster coefficients for both the predictive sequence (theta band) and predicted targets (alpha and theta bands), compared with controls. Detection of predicted targets was associated with weaker frontal-parietal connections in PD. No group differences were found for randomized standard stimuli in both SC and PD patients. These findings provide evidence of task-specific functional connectivity abnormalities within frontal networks during local contextual processing.     

A Computationally More Efficient and More Accurate Stepwise Approach for Correcting for Sampling Error and Measurement Error

Over the last decade or two, multilevel structural equation modeling (ML-SEM) has become a prominent modeling approach in the social sciences because it allows researchers to correct for sampling and measurement errors and thus to estimate the effects of Level 2 (L2) constructs without bias. Because the latent variable modeling software Mplus uses maximum likelihood (ML) by default, many researchers in the social sciences have applied ML to obtain estimates of L2 regression coefficients. However, one drawback of ML is that covariance matrices of the predictor variables at L2 tend to be degenerate, and thus, estimates of L2 regression coefficients tend to be rather inaccurate when sample sizes are small. In this article, I show how an approach for stabilizing covariance matrices at L2 can be used to obtain more accurate estimates of L2 regression coefficients. A simulation study is conducted to compare the proposed approach with ML, and I illustrate its application with an example from organizational research.     

Estimating Optimal Weights for Compound Scores: A Multidimensional IRT Approach

A method is proposed for constructing indices as linear functions of variables such that the reliability of the compound score is maximized. Reliability is defined in the framework of latent variable modeling [i.e., item response theory (IRT)] and optimal weights of the components of the index are found by maximizing the posterior variance relative to the total latent variable variance. Three methods for estimating the weights are proposed. The first is a likelihood-based approach, that is, marginal maximum likelihood (MML). The other two are Bayesian approaches based on Markov chain Monte Carlo (MCMC) computational methods. One is based on an augmented Gibbs sampler specifically targeted at IRT, and the other is based on a general purpose Gibbs sampler such as implemented in OpenBugs and Jags. Simulation studies are presented to demonstrate the procedure and to compare the three methods. Results are very similar, so practitioners may be suggested the use of the easily accessible latter method. A real-data set pertaining to the 28-joint Disease Activity Score is used to show how the methods can be applied in a complex measurement situation with multiple time points and mixed data formats.     

Indirect scaling methods for testing quantitative emotion theories

Two studies investigated the utility of indirect scaling methods, based on graded pair comparisons, for the testing of quantitative emotion theories. In Study 1, we measured the intensity of relief and disappointment caused by lottery outcomes, and in Study 2, the intensity of disgust evoked by pictures, using both direct intensity ratings and graded pair comparisons. The stimuli were systematically constructed to reflect variables expected to influence the intensity of the emotions according to theoretical models of relief/disappointment and disgust, respectively. Two probabilistic scaling methods were used to estimate scale values from the pair comparison judgements: Additive functional measurement (AFM) and maximum likelihood difference scaling (MLDS). The emotion models were fitted to the direct and indirect intensity measurements using nonlinear regression (Study 1) and analysis of variance (Study 2). Both studies found substantially improved fits of the emotion models for the indirectly determined emotion intensities, with their advantage being evident particularly at the level of individual participants. The results suggest that indirect scaling methods yield more precise measurements of emotion intensity than rating scales and thereby provide stronger tests of emotion theories in general and quantitative emotion theories in particular.