广告作品评价系统的心理学研究

本研究从1990年至1991年,在全国许多城市对消费者的电视和报纸广告作品的一般性评价进行了调查,分别获得了五至六个基本评价因素:可信度、吸引力、适合度、感染力、认知力和必要信息;通过控制试验,又获得了它们的相对重视度和广告作品评价的数学模型: B=∑a_k ·r_(kj)     

A NATURALISTIC THEORY OF ARCHAIC MORAL ORDERS

Abstract. Cultural evolution, producing group-level adaptations, is more problematic than the cultural evolution of individually confirmable skills, but it probably has occurred. The "conformist transmission," described by Boyd and Richerson (1985), leads local social units to become homogeneous in anadaptive, as well as adaptive, beliefs. The resulting intragroup homogeneity and inter-group heterogeneity makes possible a cultural selection of adaptive group ideologies.
All archaic urban, division-of-labor social organizations had to overcome aspects of human nature produced by biological evolution, due to the predicament of genetic competition among the cooperators. The universal norms found in archaic moral systems are seen as curbs to this human nature, reinforced by beliefs in invisible sanction systems and rewarding and punishing afterlives (as in heaven or reincarnation). Perhaps the ubiquity of lavishly wasteful royal funerals is to be explained as contributing to this function.     

Behavioral contrast in competitive and noncompetitive environments

Three experiments examined the effects of opportunities for an alternative response (drinking) on positive behavioral contrast of rats' food-reinforced bar pressing. In both Experiments 1 and 2 the baseline multiple variable-interval schedules were rich (variable interval 10-s), and contrast was examined both with and without a water bottle present. In Experiment 1, the rats were not water deprived. When one component of the multiple schedule was changed to extinction, the rate of bar pressing increased in the constant component (positive behavioral contrast). The magnitude of contrast was larger when the bottle was absent than when it was present, as predicted by the matching law. Drinking did not shift from the constant variable-interval component to the extinction component, as might have been expected from competition theory. In Experiment 2, the rats were water deprived. Contrast was larger when the bottle was present than when it was absent, and drinking did shift to the extinction component, as predicted by competition theory. In Experiment 3, water-deprived rats responded on leaner multiple variable-interval schedules (60-s) in the presence of a water bottle. When one component was changed to extinction, contrast did not occur, and drinking did not shift to the extinction component. The present results suggest that there are at least two different sources of behavioral contrast: “competitive” contrast, observed when an alternative response occurs with high probability, and “noncompetitive” contrast, observed when an alternative response occurs with low probability. The results, in conjunction with earlier studies, also suggest that the form of the alternative response and the rate of food reinforcement provided by the multiple schedule combine to determine the amount of contrast.     

Beyond organizational entry and newcomer stress: Building a self-reliant workforce

This article extends the organizational entry and newcomer stress literature by focusing on the importance of building a self-reliant workforce. It posits that newcomer socialization now and in the future requires building a workforce of self-reliant managers and employees who can function effectively in a dynamic, global workplace. This article suggests that socializing workers to be self-reliant helps employees and organizations to thrive in the uncertain economic environment that is the determining factor in the success of today's organizations. It further contends that by reducing ambiguity and increasing employability, employees are likely to suffer less distress and organizations are less likely to pay the price for distressed employees.     

情绪的自动加工与控制加工

由于人类注意资源有限,对相关刺激的加工经常以抑制对其它刺激的加工为代价。大量的研究表明,情绪的加工是注意加工过程的一个特例。通常认为情绪信息的加工是自动的,不需要注意资源的调节。但最近的研究结果倾向于支持对立的观点,即情绪信息的加工需要注意的控制。该文结合认知神经科学研究证据,对情绪的自动加工的观点提出质疑。主要的证据来自对情绪的皮层和皮层下通路的研究以及对盲视病人的研究。     

Sensation-Seeking and Differentially Arousing Television Commercials

Abstract

The authors predicted (a) that disinhibited consumers would react more favorably to advertising that was high in arousal and (b) that inhibited consumers would react more favorably to advertising that was low in arousal. They tested these predictions by having U.S. college students evaluate both the commercial and the product being marketed in 1 of 2 beer commercials. The prospective buyers then completed a measure of dispositional sensation-seeking tendencies. Although the participants who differed in disinhibition reacted differently to the 2 commercials, the nature of their responses was more complex than predicted.     

Social Behaviors as Determined by Different Arrangements of Social Consequences: Diffusion of Responsibility Effects With Competition

Abstract

According to a recently proposed synthesis, social loafing, social facilitation, and deindividuation can be viewed as different ways of arranging social consequences (B. Guerin, 1999). The effects of such arrangements have been measured in past research as productive output (social loafing and social facilitation) or as antinormative behaviors (deindividuation), but all 3 effects are manipulable by changing individual identifiability, evaluation, social identity, task difficulty, and presence in a group. The synthesis also predicted that these same variables would apply to other measures and other arrangements of social consequences. To this end, in the present 2 experiments, the author varied the arrangements for consequence diffusion in a competition situation by varying small and large competing groups and measured productive output and antinormative behaviors simultaneously. The 2 experiments showed social-consequence effects in competition situations with college students, giving further support for the social-consequence synthesis and the idea that the verbal naming of phenomena in social psychology is arbitrary.     

Age differences in women’s tendency to gossip are mediated by their mate value

In the current study it was investigated whether age differences in women’s tendency to gossip exist, and whether these could be accounted for by self-reported mate value. It was expected that younger women would report a higher tendency to gossip after reading a scenario in which a romantic rival was introduced, because they are at an age when competition for mates is salient and often intense. Moreover, it was hypothesized that this higher tendency to gossip would be attributable to these women’s higher mate value, since younger women have a higher reproductive capacity than older women. The results confirm these expectations: age differences in women’s tendency to gossip disappeared when controlling for mate value. Discussion focuses on the interpretation and implications of these results.     

品牌名称暗示性对消费者决策选择的影响：认知需要和专业化水平的调节作用

品牌管理者最首要的决策就是选择一个好记的或有意义的品牌名字。由于任何特征的品牌名字都必须借助消费者的认知差异来实现真正的差异化, 因此, 从消费者认知特点出发研究暗示性品牌名字就显得尤为重要和有意义。本文通过3个实验, 分别验证了消费者认知需要和专业化水平对品牌名称暗示性与决策选择的调节作用。方差分析发现：低专业化水平的消费者更倾向于根据暗示性的品牌名字做出决策, 而高专业化水平的消费者则不受品牌名称暗示程度的影响。此外, 低认知需要的消费者比较喜欢暗示性的品牌名字, 而对于高认知需要的消费者来说, 品牌名字的暗示性程度不会对其决策过程产生影响。最后, 研究结果揭示了专业化水平和认知需要对暗示性品牌名字效果发挥具有交互作用。对于具有高专业化水平的消费者来说, 无论他们处于低认知需要还是高认知需要, 品牌名字的暗示程度都不会影响他们的态度形成。相反地,对于具有低专业化水平的消费者来说, 无论是低认知需要还是高认知需要均倾向于暗示性的品牌名字。而对于专业化程度中等的消费者而言, 暗示性品牌名字效用的发挥则取决于其处理信息的动机—认知需要水平。     

Individual differences in women's perceptions of other women's dominance

Recent research on men's dominance perception suggests that the extent to which men perceive masculine men to be more dominant than relatively feminine men is negatively correlated with measures of their own dominance. In the current studies, we investigated the relationship between indices of women's own dominance and their perceptions of other women's facial dominance. Women's own height and scores on a dominance questionnaire were negatively correlated with the extent to which they perceived masculine women to be more dominant than relatively feminine women. In follow‐up studies, we observed similar individual differences when (i) women separately judged other women's social and physical dominance, suggesting that individual differences in women's dominance perceptions generalize across two different types of dominance judgment and (ii) we assessed the perceivers' dominance indirectly by using a questionnaire that measures the extent to which women view interactions with other women in competitive terms. These findings present new evidence that the extent to which people perceive masculine individuals to be more dominant than relatively feminine individuals is negatively correlated with measures of their own dominance and suggest that competition and conflict among women may have shaped individual differences in women's dominance perception. Copyright © 2011 John Wiley & Sons, Ltd.