谈钱还是谈情:企业如何引导消费者分享自媒体营销

社交网络的发展弱化了传统媒体的影响力,强化了消费者的影响力;在这种情况下,企业需要思考如何借助消费者传播营销信息,以影响其他消费者。本文从企业如何设计营销信息入手,探究消费者与企业所处的关系范式对消费者信息转发行为的影响。通过二手数据分析与实验法,本文得出如下结论:经济类刺激对触发交易关系范式下消费者的转发行为更有效;情感类刺激对触发共有关系范式下消费者的转发行为更有效;交易关系范式下消费者出于回报企业的动机分享,共有关系范式下消费者出于利己动机而分享。     

Effects of translational background motion on visual localization

Three subjects were asked to judge the position of small spots of light flashed before, during or after rapid translational motion of the background grating pattern. Mislocalization of the spots was observed when the background moved during or immediately after presentation of the spot. In both cases, mislocalization always occurred in the direction of the fixation point. Furthermore, this mislocalization occurred only when the background moved in the opposite direction to the visual half-field in which the spot appeared. That is to say, a spot to the right of the fixation point was mislocalized when its background moved to the left, but not when it moved to the right, and the converse was also true. This finding was interpreted as reflecting a long-term adaptation to the optokinetic stimulation that we experience during forward and backward locomotion.     

Does stress enhance or impair memory consolidation?

Three experiments examined the hypothesis that stress-induced arousal enhances long-term memory for experiences associated with arousing events. Contrary to expectations, in each experiment exposure to a stressor (arm immersion in ice water) interfered with, rather than enhanced, long-term memory for associated material. Despite varying the stimuli (words, pictures), their emotional value (positive, negative, neutral), the time between learning and stress inductions (0 to 1 minute), and opportunities for post-learning rehearsal, each experiment produced a significant reversal of the hypothesised effect. That is, in each experiment, exposure to a stressor interfered with, rather than enhanced, long-term memory for associated material. We conclude that the relationship between stress and memory consolidation is more bounded than previously believed.     

Noninvasive brain stimulation over M1 and DLPFC cortex enhances the learning of bimanual isometric force control

Motor learning plays an important role in upper-limb function and the recovery of lost functionality. This study aimed to investigate the relative impact of transcranial direct current stimulation (tDCS) on learning in relation to the left primary motor cortex (M1) and left dorsolateral prefrontal cortex (DLPFC) during bimanual isometric force-control tasks performed with both hands under different task constraints. In a single-blind cross-over design, 20 right-handed participants were randomly assigned to either the M1 group (n = 10; mean age, 22.90 ± 1.66 years, mean ± standard deviation) or the DLPFC group (n = 10; mean age, 23.20 ± 1.54 years). Each participant received 30 min of tDCS (anodal or sham, applied randomly in two experiments) while performing the bimanual force control tasks. Anodal tDCS of the M1 improved the accuracy of maintenance and rhythmic alteration of force tasks, while anodal tDCS of the DLPFC improved only the maintenance of the force control tasks compared with sham tDCS. Hence, tDCS over the left M1 and DLPFC has a beneficial effect on the learning of bimanual force control.     

Visual aspects of centrally elicited attack behavior in the cat: “Patterned reflexes” associated with selection of and approach to a rat

It has been previously suggested that the electrical brain stimulation which elicits quiet-biting attack in the cat actively affects the way the central nervous system processes visual and tactile information concerned with the reflexes involved in the terminal aspects of attack. In order to examine the effects of brain stimulation on a nonterminal aspect of attack – the stimulated cat's selection of and approach to a rat – cats were implanted with attack-eliciting electrodes in both the lateral hypothalamus and the midbrain ventral tegmental area. These cats were then tested in an 8-ft-long cage, one end of which was divided into three, 2-ft-long parallel compartments, whose openings faced the end of the cage from which the cat commenced its approach. An anesthetized rat was placed at the back of one compartment, a bowl of food at the back of another compartment, and the third compartment contained no object. It was found in the first experiment that the attack elicited by nearly all electrodes was selectively directed at the rat. However, the success of the cat in finding the compartment containing the rat varied dramatically for different electrodes in the same cat. Further, these differences were stable and did not change as the cat gained experience with the task. The results suggested that the stimulation of different brain sites in the same cat differentially affected the visual neural mechanisms involved in guiding a cat to a rat. Previous studies have also suggested that the effects of brain stimulation which elicits quiet-biting attack are largely lateralized to the side of the brain stimulated. In order to determine if the effects of stimulation on the neural mechanisms mediating the visually guided approach of a cat to a rat were also lateralized, attempts were made in a second experiment to disrupt the visual input to one side of the brain by unilaterally transecting the optic tract. It was found that this manipulation interfered with the visually guided selective approach to a rat, if the cat was stimulated through hypothalamic or mid-brain electrodes ipsilateral to the optic tract transection, but not if the hypothalamic or midbrain stimulation was on the contralateral (visually intact) side of the brain. However, any final interpretation of the results was confounded by the finding in all of these cats of a complex syndrome of neglect of all contralateral sensory information.     

激活右腹外侧前额叶提高抑郁症患者对社会疼痛的情绪调节能力：一项TMS研究

负性人际交往经历和负性社会事件是抑郁症的重要诱导因素, 而社会功能受损是抑郁症患者的重要特征之一, 患者通常表现出对社会疼痛的情绪失调。为了提高抑郁症患者在负性社交情境中或面对负性社会事件时的情绪调节能力, 本研究采用经颅磁刺激技术(transcranial magnetic stimulation, TMS), 考察抑郁症患者在腹外侧前额叶(the ventrolateral prefrontal cortex, VLPFC)被激活后其情绪调节能力的改变。结果表明, 当右侧VLPFC被TMS激活且患者采用认知重评策略调节情绪时, 实验组患者(n = 64)比对照组患者(n = 63)在社会排斥情境下报告了更弱的负性情绪体验, 这说明激活右侧VLPFC可以有效提高患者对社会疼痛的外显性情绪调节能力。本研究是采用TMS提高抑郁症患者情绪调节能力的首次尝试, 实验发现不但支持了VLPFC与认知重评策略的因果关系, 还为临床改善抑郁症等社会功能障碍患者的情绪调节能力提供了明确的神经治疗靶点。后续研究还需探讨多疗程TMS刺激方案、改变社会疼痛的诱发方式、对比左右侧VLPFC的治疗效果、尝试使用其他的情绪调节策略, 进一步验证本研究的结论, 优化TMS治疗方案。     

Neural correlates of subliminally presented visual sexual stimuli

In the context of forensic psychiatry, it is crucial that diagnoses of deviant sexual interests are resistant to manipulation. In a first attempt to promote the development of such tools, the current fMRI study focusses on the examination of hemodynamic responses to preferred, in contrast to non-preferred, sexual stimuli with and without explicit sexual features in 24 healthy heterosexual subjects. The subliminal stimulus presentation of sexual stimuli could be a new approach to reduce vulnerability to manipulation. Meaningful images and scrambled images were applied as masks. Recognition performance was low, but interestingly, sexual preference and explicitness modulated stimulus visibility, suggesting interactions between networks of sexual arousal and consciousness. With scrambled masks, higher activations for sexually preferred images and for explicit images were found in areas associated with sexual arousal (Stoleru, Fonteille, Cornelis, Joyal, & Moulier, 2012). We conclude that masked sexual stimuli can evoke activations in areas associated with supraliminal induced sexual arousal.     

Affective processing in positive schizotypy: Loose control of social-emotional information

Behavioral studies suggested heightened impact of emotionally laden perceptual input in schizophrenia spectrum disorders, in particular in patients with prominent positive symptoms. De-coupling of prefrontal and posterior cortices during stimulus processing, which is related to loosening of control of the prefrontal cortex over incoming affectively laden information, may underlie this abnormality. Pre-selected groups of individuals with low versus high positive schizotypy (lower and upper quartile of a large screening sample) were tested. During exposure to auditory displays of strong emotions (anger, sadness, cheerfulness), individuals with elevated levels of positive schizotypal symptoms showed lesser prefrontal–posterior coupling (EEG coherence) than their symptom-free counterparts (right hemisphere). This applied to negative emotions in particular and was most pronounced during confrontation with anger. The findings indicate a link between positive symptoms and a heightened impact particularly of threatening emotionally laden stimuli which might lead to exacerbation of positive symptoms and inappropriate behavior in interpersonal situations.     

Multisensory stimulation with other-race faces and the reduction of racial prejudice

This study investigated whether multisensory stimulation with other-race faces can reduce racial prejudice. In three experiments, the faces of Caucasian observers were stroked with a cotton bud while they watched a black face being stroked in synchrony on a computer screen. This was compared with a neutral condition, in which no tactile stimulation was administered (Experiment 1 and 2), and with a condition in which observers’ faces were stroked in asynchrony with the onscreen face (Experiment 3). In all experiments, observers experienced an enfacement illusion after synchronous stimulation, whereby they reported to embody the other-race face. However, this effect did not produce concurrent changes in implicit or explicit racial prejudice. This outcome contrasts with other procedures for the reduction of self-other differences that decrease racial prejudice, such as behavioural mimicry and intergroup contact. We speculate that enfacement is less effective for such prejudice reduction because it does not encourage perspective-taking.     

A Time-Varying Measure of Dyadic Synchrony for Three-Dimensional Motion

We propose a novel approach to the analysis of synchronized three-dimensional motion in dyads. Motion recorded at high time resolution, as with a gaming device, is preprocessed in each of the three spatial dimensions by spline smoothing. Synchrony is then defined, at each time point, as the cosine between the two individuals’ estimated velocity vectors. The approach is extended to allow a time lag, allowing for the analysis of leader-follower dynamics. Mean square cosine over the time range is proposed as a scalar summary of dyadic synchrony, and this measure is found to be positively associated with cognitive empathy.