品牌负面事件的溢出效应及影响因素述评

文章通过对品牌负面事件溢出效应文献的系统梳理,提出了目前研究主要从品牌组合或品牌联盟内部、竞争品牌或品类、品牌原产国及该国其他品牌三个视角出发展开,并据此详细解读了基于这三种视角的溢出效应的影响因素。文章还进一步对溢出效应的产生机制以及应对策略相关文献加以述评,进而提出未来研究的发展方向。     

The influence of environmental context in interpersonal observation–execution

Cyclical upper-limb movements involuntarily deviate from a primary movement direction when the actor concurrently observes incongruent biological motion. We examined whether environmental context influences such motor interference during interpersonal observation–execution. Participants executed continuous horizontal arm movements while observing congruent horizontal or incongruent curvilinear biological movements with or without the presence of an object positioned as an obstacle or distractor. When participants were observing a curvilinear movement, an object located within the movement space became an obstacle, and, thus, the curvilinear trajectory was essential to reach into horizontal space. When acting as a distractor, or with no object, the curvilinear trajectory was no longer essential. For observing horizontal movements, objects were located at the same relative locations as in the curvilinear movement condition. We found greater involuntary movement deviation when observing curvilinear than horizontal movements. Also, there was an influence of context only when observing horizontal movements, with greater deviation exhibited in the presence of a large obstacle. These findings suggest that the influence of environmental context is underpinned by the (mis-)matching of observed and executed actions as incongruent biological motion is primarily coded via bottom-up sensorimotor processes, whilst the congruent condition incorporates surrounding environmental features to modulate the bottom-up sensorimotor processes.     

An investigation of spatial representation of pitch in individuals with congenital amusia

Spatial representation of pitch plays a central role in auditory processing. However, it is unknown whether impaired auditory processing is associated with impaired pitch–space mapping. Experiment 1 examined spatial representation of pitch in individuals with congenital amusia using a stimulus–response compatibility (SRC) task. For amusic and non-amusic participants, pitch classification was faster and more accurate when correct responses involved a physical action that was spatially congruent with the pitch height of the stimulus than when it was incongruent. However, this spatial representation of pitch was not as stable in amusic individuals, revealed by slower response times when compared with control individuals. One explanation is that the SRC effect in amusics reflects a linguistic association, requiring additional time to link pitch height and spatial location. To test this possibility, Experiment 2 employed a colour-classification task. Participants judged colour while ignoring a concurrent pitch by pressing one of two response keys positioned vertically to be congruent or incongruent with the pitch. The association between pitch and space was found in both groups, with comparable response times in the two groups, suggesting that amusic individuals are only slower to respond to tasks involving explicit judgments of pitch.     

Temporal precision and the capacity of auditory–verbal short-term memory

The capacity of serially ordered auditory–verbal short-term memory (AVSTM) is sensitive to the timing of the material to be stored, and both temporal processing and AVSTM capacity are implicated in the development of language. We developed a novel “rehearsal-probe” task to investigate the relationship between temporal precision and the capacity to remember serial order. Participants listened to a sub-span sequence of spoken digits and silently rehearsed the items and their timing during an unfilled retention interval. After an unpredictable delay, a tone prompted report of the item being rehearsed at that moment. An initial experiment showed cyclic distributions of item responses over time, with peaks preserving serial order and broad, overlapping tails. The spread of the response distributions increased with additional memory load and correlated negatively with participants’ auditory digit spans. A second study replicated the negative correlation and demonstrated its specificity to AVSTM by controlling for differences in visuo-spatial STM and nonverbal IQ. The results are consistent with the idea that a common resource underpins both the temporal precision and capacity of AVSTM. The rehearsal-probe task may provide a valuable tool for investigating links between temporal processing and AVSTM capacity in the context of speech and language abilities.     

Discounting by Probabilistic Waiting

In everyday life, many probabilistic situations may be characterized as probabilistic waiting. A gambler, for example, bets repeatedly at the racetrack, the casino, or the card table. The gambler may not win on the first try, but if a gamble is repeated enough times, a win is almost certain to occur eventually. If repeated gambles are structured as strings of losses ending in a win (probabilistic waiting) and the amount won is discounted by the delay caused by the series of losses, then strings with many losses will be discounted more than those with fewer losses, thereby causing subjective value of the series of gambles as a whole to increase. The current study used the opposite effect that amount has on the degree of delay and probability discounting as a marker to determine whether people evaluate situations involving probabilistic waiting as they evaluate situations involving delayed outcomes or as situations involving probabilistic outcomes. We find that the more likely a probabilistic waiting situation is to end in reward (e.g., a gamble is repeated indefinitely until reward is obtained), the more that situation conforms to delay discounting; the less likely a probabilistic waiting situation is to end in reward (e.g., a fixed, small number of gambles), the more that situation conforms to probability discounting. We argue that the former situation is applicable to pathological gambling, and that people with steep delay discount functions would therefore be more likely to have gambling problems. Copyright © 2015 John Wiley & Sons, Ltd.     

The Seller's Sense: Buying–Selling Perspective Affects the Sensitivity to Expected Value Differences

Previous work comparing pricing decisions by buyers and sellers has primarily focused on the endowment effect, the phenomenon that selling prices exceed buying prices. Here, we examine whether pricing decisions by buyers and sellers also vary in sensitivity to differences between objects' expected values (EVs). Both a loss‐aversion account (which posits that losses are weighted more heavily than gains) and a loss‐attention account (which posits increased attention to a task when it involves possible losses) predict that pricing decisions by sellers should exhibit higher sensitivity. The latter, however, additionally predicts that this pattern should only emerge under certain conditions. In studies 1 and 2, we reanalyzed two published datasets in which participants priced monetary lotteries as sellers or buyers. It emerged that sellers showed greater EV sensitivity (defined as the rank correlation between the set price for each lottery and its EV) except in a condition with an extended deliberation time of 15 seconds. In study 3, the buyer–seller difference in EV sensitivity was replicated even when the pricing task was presented repeatedly, while in study 4, it was eliminated when buying and selling trials were randomly mixed. The reduction of the “seller's sense” in long deliberation and mixed trials settings supports an attentional resource‐based account of the differences between sellers and buyers in their EV sensitivity. Copyright © 2016 John Wiley & Sons, Ltd.     

The Effect of Expected Value on Attraction Effect Preference Reversals

The attraction effect shows that adding a third alternative to a choice set can alter preference between the original two options. For over 30 years, this simple demonstration of context dependence has been taken as strong evidence against a class of parsimonious value‐maximising models that evaluate alternatives independently from one another. Significantly, however, in previous demonstrations of the attraction effect alternatives are approximately equally valuable, so there was little consequence to the decision maker irrespective of which alternative was selected. Here we vary the difference in expected value between alternatives and provide the first demonstration that, although extinguished with large differences, this theoretically important effect persists when choice between alternatives has a consequence. We use this result to clarify the implications of the attraction effect, arguing that although it robustly violates the assumptions of value‐maximising models, it does not eliminate the possibility that human decision making is optimal. © 2016 The Authors Journal of Behavioral Decision Making Published by John Wiley & Sons Ltd.     

The Reinforcing Value of Lottery Tickets,and the Synergetic Effect of Distinct Reinforcements

We present two experiments that explore the reinforcing value of lottery tickets. Participants are faced with a repeated choice task between a safe alternative and a risky prospect that provides a chance to win a lottery ticket to be played at the end of the study. Study 1 considers situations in which the risky option leads to a slightly higher expected value than the safe alternative. It shows that the risk‐taking rate increases with the probability to win the lottery ticket, but it is below 50% even when this probability is high. Study 2 shows limited sensitivity to the expected value of the risky prospect. The results can be explained with the assumption that participants rely on small samples of past experiences, and that their reaction to lottery tickets reflects large variability. The relationship between the current results and previous research on the synergetic effect of distinct reinforcements and the “pat on the back paradox” is discussed. Copyright © 2016 John Wiley & Sons, Ltd.     

The Common Ratio Effect in Choice,Pricing, and Happiness Tasks

The Allais common ratio effect is one of the most robust violations of rational decision making under risk. In this paper, we conduct a novel test of the common ratio effect in which we elicit preferences for the common ratio choice alternatives in choice, pricing, and happiness rating tasks. We find large shifts in preference patterns across tasks, both within and between subjects. In particular, we find that both the consistency and distribution of responses differ systematically across tasks, with modal choices replicating the Allais preference pattern, modal happiness ratings exhibiting consistent risk aversion, and modal prices maximizing expected value. We discuss the predictions of various cognitive explanations of the common ratio effect in the context of our experiment. We find that a dual process framework provides the most complete account of our results. Surprisingly, we also find that although the Allais pattern was the modal behavior in the choice task, none of the 158 respondents in our experiment exhibited the Allais pattern simultaneously in choice, happiness, and pricing tasks. Our results constitute a new paradox for the leading theories of choice under risk. Copyright © 2017 John Wiley & Sons, Ltd.