合作还是冲突?组合代言中代言人关系类型对广告效果的影响

在营销实践中,多位代言人同时出现在一则广告中的组合代言广告日益增多,却很少有研究关注。本文探究了组合代言中代言人关系类型(合作型组合代言vs.冲突型组合代言)对广告效果的影响。研究发现,相对于合作型组合代言,冲突型组合代言会产生更好的广告效果;这种作用是通过消费者感知到的广告生动性所中介的;消费者的情感强度可以调节这种作用,对于情感强度较高的消费者,冲突型组合代言能产生更好的广告效果,而对于情感强度较低的消费者没有显著影响;此外,代言人之间的差异程度也可以起到调节作用,即当消费者对组合代言中代言人们的评价相差较小时,冲突型组合代言能提升广告效果,当对代言人们的评价相差较大时,则没有显著的促进作用。文章还对这些发现的理论贡献、营销启示和未来研究方向进行了讨论。     

Stimulus competition in pre/post and online ratings in an evaluative learning design

Evaluative learning is said to differ from Pavlovian associative learning in that it reflects stimulus contiguity, not contingency. Thus, evaluative learning should not be subject to stimulus competition, a proposal tested in the current experiments. Participants were presented in elemental and compound training phases with pictures of shapes as CSs. Each shape/pair of shapes was followed by a picture of a happy or an angry face as the US. In Experiments 1 and 2, evaluative ratings were collected before and after the experiment, and, in Experiment 3, participants provided evaluations online. Stimulus competition was evident in all experiments confirming that evaluative learning is sensitive to stimulus contingencies.     

The development of analogy making in children: Cognitive load and executive functions

The aim of the current study was to investigate the performance of 6-, 8-, and 14-year-olds on an analogy-making task involving analogies in which there are competing perceptual and relational matches. We hypothesized that the selection of the common relational structure requires the inhibition of other salient features, in particular, perceptual matches. Using an A:B::C:D paradigm, we showed that children’s performance in analogy-making tasks depends crucially on the nature of the distractors. Children chose more perceptual distractors having a common feature with C compared with A or B (Experiment 1). In addition, they were also influenced by unstructured random textures. When measuring reaction times instead of accurate responses, only the 8-year-olds’ reaction times were significantly influenced by perceptual distractors. The 6-year-olds seemed to select the first match they noticed, and the 14-year-olds were not influenced (or much less influenced) by featural distractors. These results are compatible with an analogy-making account based on varying limitations in executive functioning at different ages.     

The impact of advertisements featuring ultra‐thin or average‐size models on women with a history of eating disorders

Previous research demonstrates that exposure to ultra‐thin media models leads to increased body image concerns amongst women (Groesz, Levine, & Murnen, 2002 ). There is emerging evidence that attractive, average‐size models do not have this negative effect and can be effective in advertising (e.g. Halliwell & Dittmar, 2004 ). The present study investigates these factors amongst women with a history of eating disorders. Participants either viewed advertisements featuring ultra‐thin, average‐size or control images. Immediately after exposure, they reported their body‐focused anxiety and rated the effectiveness of the advertisements. Whereas exposure to ultra‐thin models did not lead to increased body‐focused anxiety, exposure to average‐size models produced a relief effect, whereby women reported lower levels of body‐focused anxiety. Advertisements featuring ultra‐thin and average‐size models were equally effective. The results suggest that average‐size, attractive models could be used effectively in advertising, which may help to relieve body image concerns amongst these women. Copyright © 2005 John Wiley & Sons, Ltd.     

Resisting Gendered Smoking Pressures: Critical Consciousness as a Correlate of Women's Smoking Status

Gender is one of the social structures, along with social class and ethnicity, that shapes women's smoking behaviors. We examined how different responses to gender pressures (internalization and resistance) relate to smoking. We analyzed data from a national random digit dial survey of 945 women and found that never smokers scored high on resistance to gender pressure (indicated by high scores on feminist consciousness) and on education and Body Mass Index; current smokers had the reverse pattern. Ex-smokers scored high on one measure of resistance (advertising skepticism) and on two measures of internalization (embodied femininity and weight concern); they were also likely to have high household income and to be European American. Results are discussed in terms of their implications for smoking cessation programs and antismoking campaigns.     

中学生好胜心培养的实验研究

以积极的归因训练、表扬与奖励和适当的竞赛等手段对中学生的好胜心进行培养,通过一个学期三个阶段的培养,结果发现,实验班学生的好胜心水平增量显著高于对照班学生,实验班学生的学习成绩增量也显著高于对照班学生,好胜心水平与学习成绩存在着显著的正相关。研究表明,积极的归因训练、表扬与奖励、适当的竞赛是培养中学生好胜心的有效措施。     

竞争和合作对学龄前儿童分配模式的影响:心理理论和抑制控制的作用

研究考察在双方贡献不相等时,3~6岁儿童分配模式的发展趋势及其原因。98名儿童在竞争或合作情境下和玩偶进行钓鱼游戏,然后对6枚冰箱贴进行分配。结果发现5~6岁儿童比3~4岁儿童进行平均分配的比例更高,一级心理理论和抑制控制能力完全中介了年龄的效应。和竞争情境相比,合作情境促进儿童进行平均分配,同时情境调节了抑制控制对分配模式的影响。研究表明一级心理理论和抑制控制能力的发展能够解释学龄前儿童分配模式的变化。     

When There Is Not Enough to Go Around: How Black People’s Perceptions of Competition for Black Mates Affects Forced Black Identity Ascriptions of Black/White Multiracial People

Using a resource scarcity framework, the current study investigated whether Black people’s perceptions of competition for Black mates related to ascribing a Black identity onto Black/White Multiracial people. Participants took online questionnaires that assessed competition for Black mates, likelihood of forcing a Black identity onto a self-identified Black/White Multiracial person, essentialism, and contact with Multiracial people. Results indicated that increased perceptions of competition for Black mates was related to increased forced Black identity onto self-identified Black/White Multiracial people, above and beyond levels of essentialism and contact. This relationship was stronger for sexual minorities. The current research supports the proposition that scarcity of resources (i.e., mates) affects ideologies regarding Black/White Multiracial people’s identities.     

Religion in Domestic Violence Prevention PSAs: The Role of Religiosity in Motivating Christian Bystanders to Intervene

Domestic violence is an ongoing health issue around the world, propelling individuals and organizations to seek out new and innovative ways to mitigate its widespread reach. Focusing on the potential of religion to positively impact messaging, the current study examines how Christian symbolism might be used to encourage intervention behavior using public service announcements (PSAs). Using a between‐subjects design of Christian Americans as the respondent pool, a religious symbol versus a control ad was utilized. Levels of religiosity were also measured and factors impacting the construct assessed. Findings revealed religiosity, the importance of religion in one's life, was the underlying motivator for highly religious people to act rather than a religious cue. Within religiosity, the perceived strength of faith to one's identity held greater value than church attendance and frequency of prayer. Theoretical implications are discussed as well as insights for people working in public service messaging.     

情绪诱发方法述评

对被试的情绪进行实验诱发已经成为情绪研究的标准方法之一。对情绪材料诱发法(图片诱发法、音乐诱发法、气味诱发法)和情绪性情境诱发法(电脑游戏诱发、博弈游戏诱发和表情/姿势反馈诱发)进行了详细阐述, 并对被试个体差异等情绪诱发的影响因素进行了分析。最后, 在总结和评价现有自豪诱发技术的基础上, 对虚拟竞赛这一经过改良的自豪诱发方法做了简要的介绍。