外观新颖性对消费者购买意愿的影响：自我建构与产品类型的调节效应

外观创新在市场竞争中的地位越来越突出,然而因此而导致的成败案例都很普遍。如何进行外观创新更受消费者欢迎,其内在机制是什么,我们却知之甚少。基于独特性需求理论、风险感知理论及自我建构理论,本文探讨了自我建构与外观新颖性对消费者购买意愿的交互作用、影响机制以及边界条件。通过3个实验,发现对于独立型自我建构的消费者而言,高外观新颖性能引发独特性需求从而提高购买意愿,而对于相依型自我建构而言,低外观新颖性则通过降低社会风险感知从而提高购买意愿;同时,本文也确定了产品类型对该机制的调节作用,具体来讲,对于实用品,所有消费者都对低外观新颖性产品具有更强的购买意愿,而对于享乐品,所有消费者都对高外观新颖性产品具有更强的购买意愿。     

Feeling time in nature: The influence of directed and undirected attention on time awareness

In the present study, we examined the impact of the interaction of environmental and task-induced attentional focus on time perception, specifically awareness of the time flow. We tested 48 participants in either a natural or urban setting over three 25- to 35-min sessions. We manipulated the within-subjects factor task by means of two tasks—one requiring directed attention on the task itself, the other undirected attention on the environment—alongside a control condition with no specific task. We measured time awareness, passage of time judgments, felt time judgments, and estimated time as dependent variables. For time awareness, we found an interaction between environment and task: in the natural environment, only a task requiring directed attention reduced time awareness; whereas, in the urban environment, both tasks reduced time awareness compared to the control condition. The results suggest that natural environments increase time awareness unless we focus our attention on a task.     

The association between risky decision making and attention-deficit/hyperactivity disorder symptoms: A preregistered assessment of need for cognition as underlying mechanism

Attention-Deficit/Hyperactivity Disorder (ADHD) is related to suboptimal decision making in experimental tasks and to real-life risk-taking behavior (RTB) such as substance abuse and unsafe traffic conduct. In this preregistered study, we tested whether these associations are mediated by need for cognition—the extent to which one tends towards, and enjoys, analytical thought. In a large sample of young adults (N = 463, M_age = 19.7 years), we tested whether need for cognition mediated the association between self-reported ADHD symptoms on the one hand and decision-making strategy complexity on an experimental gambling task and self-reported real-life RTB on the other hand. Preregistered confirmatory analyses indicated first that ADHD symptoms were positively associated with real-life RTB, but the association was not mediated by need for cognition. Second, ADHD symptoms were not related to decision-making strategy complexity, and need for cognition was not a significant mediator. Explorative analyses revealed that (a) need for cognition was associated with higher decision-making accuracy and slower reaction time; (b) need for cognition was related to inattentive but not to hyperactive/impulsive ADHD symptoms; (c) need for cognition was associated with health-related RTB but not interpersonal RTB; and (4) only the association between inattention and health-related RTB was mediated by need for cognition. We conclude that need for cognition is not a mediator in the association between ADHD symptoms and RTB. Additionally, we conclude that neither ADHD symptoms nor need for cognition predict decision-making strategy complexity. Implications for both future research and clinical practice are discussed.     

Decision-makers use social information to update their preferences but choose for others as they do for themselves

People's risky decisions are susceptible to the social context in which they take place. Across three experiments using different paradigms, we investigated the influence of three social factors upon participants' decisions: the recipient of the decision-making outcome (self, other, or joint), the nature of the relationship with the other agent (friend, stranger, or teammate), and the type of information that participants received about others' preferences: none at all, general information about how previous participants had decided, or information about a specific partner's preference. We found that participants' decisions about risk did not differ according to whether the outcome at stake was their own, another agent's, or a joint outcome, nor according to the type of information available. Participants did, however, adjust their preferences for risky options in light of social information.     

条件推理:“演绎”与“概率”两种实验研究范式之比较

本研究通过推理心理学研究中的“演绎”和“概率”两种实验范式设计对同一个班级的大学生参与者(实验一中N=57,实验二中N=43)进行先后两次有关条件推理的实验研究后,得出如下主要结果:(1)推理者在对不同的“纯形式条件命题本身的认可度”以及对由它们各自建构的同类型推理题的推理结果之间的作答反应模式之间的差异都很小且具有较高的一致性;(2)对由不同的“含具体内容的假言命题”本身的认可度之间以及由它们建构的同类型条件推理题的推理结果之间具有较大的差异性;(3)推理者对“演绎”和“概率”两种不同实验范式分别建构的内容近似的推进题进行推理时具有大致相同的作答反应趋势。由此可以推论推理者在“概率推理实验范式”中的作答或推理结果可以被视为只是对“演绎推理实验范式”的相应推理题给出“概率解”的心理加工过程。     

Assertive Ads for Want or Should? It Depends on Consumers’ Power

Advertisements using assertive language are commonly seen in marketing communications, yet assertive language has often been shown to be ineffective in communication and even decrease compliance. Recent research began to examine factors that influence the effectiveness of assertive advertising messages, but little research has studied the potential moderating role of consumer‐related factors. The current research fills this gap by investigating the moderating role of consumers’ power. Across five studies, the authors find that for high‐power consumers, assertive ads are effective in promoting want products but ineffective in promoting should products. For low‐power consumers, however, assertive ads are effective in promoting should products but ineffective in promoting want products. Moreover, the authors show that this pattern of results is driven (mediated) by consumers’ perception of the fit between the advertising message and the advertised product. Theoretical and practical implications of the findings are discussed.     

The Harvard Pigeon Lab under Herrnstein

The history of the Harvard Pigeon Lab is a history of two periods of remarkable productivity, the first under Skinner's leadership and the second under Herrnstein's. In each period, graduate students flocked to the leader and then began stimulating one another. Chance favored Herrnstein's leadership, too, because an unusually large number of graduate students were admitted in the fall of 1962. In each period, productivity declined as the leader lost interest in the laboratory and withdrew. Directly and indirectly, the laboratory finally died as a result of the cognitive "revolution." Skinner and his students saw the possibility of a natural science of behavior and set about establishing that science based on concepts such as response rate, stimulus control, and schedules of reinforcement. Herrnstein and his students saw that the science could be quantitative and set about making it so, with relative response rate, the matching law, and the psychophysics of choice (analogous to S. S. Stevens' psychophysics). The history might provide a golden research opportunity for someone interested in the impact of such self-organizing research groups on the progress of science.