Creating Brand Meaning: A Review and Research Agenda

In this paper I review, from the perspective of experimental research, studies that have examined how brands acquire cultural meaning, and suggest future research directions. McCracken's (Journal of Consumer Research, 13 , 1986 and 71) model of the meaning transfer process gained influence about thirty years ago, but experimental studies of the processes it posited have been limited in their scope. The review is organized around three questions. First, what should be the dependent variables: the types of meanings that can adhere to brands? Second, what have we learned from studies on the types of visual, sensory, and human cues that are the sources of particular types of brand meaning—our independent variables? Third, what do we know, and need to know, about the inferential and other processes through which consumers “take possession” of these brand meanings from these cues? The review concludes with a research agenda.     

Self‐control depletion impairs goal maintenance: A meta‐analysis

Initial exertion of self‐control has been suggested to impair subsequent self‐regulatory performance. The specific cognitive processes that underlie this ego depletion effect have rarely been examined. Drawing on the dual‐process theory of executive control (Engle & Kane, 2004 ; Kane & Engle, 2003 ), the current meta‐analysis revealed that initial self‐control exertion impairs participants’ capacities of maintaining the task goal but its effect on capacities of resolving response competition is in need of further investigation. Our results are more consistent with recent theoretical views that consider ego depletion as a switch cost and a result arising from reduced motivation to engage in further self‐control.     

连续性公共物品困境中信息结构对决策行为的影响

选取240名大学二年级的学生,通过局域网信息反馈,进行了模拟投资的小组实验。结果发现,1、在连续性公共物品困境和自协调序列规则下,先前决策者的合作行为在决策的早期和中期起到了明显的榜样示范作用,并导致后续决策者的合作行为增加;2、这种示范作用在决策后期不起作用,被试出于搭便车或者担心自己利益受损的心理会表现出较高的竞争行为;3、先前决策者的竞争行为在整个决策过程中都起到明显的示范作用,使后续决策者的合作率保持在较低的水平;4、在没有任何信息反馈的情况下,被试倾向于在初期就做出投资决策,并表现出一定程度的合作行为。     

青少年对广告的态度及影响因素

通过对北京城八区11所中学的730个有效样本的研究分析,作者发现,北京青少年对广告的总体态度比较消极, 40.2%的青少年表示不喜欢广告, 27.9%中立,只有31.9%喜欢广告;此外,61.6%的青少年表示不信赖广告,24%中立,仅14.5%的青少年表示信赖广告。在对广告信念的因子分析中,青少年对广告“决策信息”功能表示基本肯定;对广告的“娱乐”、“购买体验”和“个人伤害”结果表示基本否定。此外,人口统计变量与广告总体态度以及各个因子之间有一定的关系。因此,要改变青少年对广告的消极态度,企业营销者需要从产品质量、广告表现形式、广告诉求内容等多个方面加以改善和提高。     

预期推理在长时记忆中的表征形式

该研究采用移动窗口技术,通过两个实验研究探讨在高低不同竞争条件下预期推理结果在长时记忆中的表征形式。实验结果表明,预期推理在长时记忆中的表征形式依赖于文本中预期推理的引发语境,在不同竞争强度的预期语境中,预期推理的结果在长时记忆会以不同的形式进行表征。在低竞争条件下,预期推理的结果以确定的形式表征;只有在高竞争条件下,预期推理的结果才会以假定的形式进行表征。     

卷入对名人广告信息加工效果的影响

使用过程分离程序,考察卷入的两方面(个人卷入与产品卷入)共同对名人广告信息加工效果的影响。发现:(1)个人卷入和产品卷入的提高都能促进受众的品牌记忆,但个人卷入的变化主要影响品牌外显记忆成绩,而产品卷入的提高则表现为内隐记忆效果的增强。说明,两者影响的是同一内部过程,但影响方式可能有异。(2)名人广告中的品牌所获得的外显记忆、内隐记忆效果均明显好于使用一般代言人的品牌;代言人类型与个人卷入或产品卷入间不存在明显的交互作用。说明,名人代言人的使用可促进广告信息的加工,且受卷入状态的影响较小。     

Public good provision in inter‐team conflicts: Effects of asymmetry and profit‐sharing rule

A fundamental problem in organizations is designing mechanisms for eliciting voluntary contributions from individual members of a team who are entrapped in a social dilemma. To solve the problem, we utilize a game‐theoretical framework that embeds the traditional within‐team social dilemma in a between‐team competition for an exogenously determined prize. In equilibrium, such competition enhances the incentive to contribute, thereby reducing free‐riding. Extending existing literature, we focus on asymmetric competitions between teams of unequal size, and competitions between more than two teams. Comparing two protocols for sharing the prize—egalitarian and proportional profit‐sharing rules—we find that (i) free‐riding diminishes and (ii) team members contribute more toward their team's effort when they belong to the larger team and when the profit‐sharing rule is proportional. (iii) Additionally, under the egalitarian profit‐sharing rule team members contribute more than predicted by the equilibrium solution. We discuss implications of our findings for eliciting contributions in competitive environments. Copyright © 2009 John Wiley & Sons, Ltd.     

汉语为二语学习者言语产生中的跨语言干扰

采用跨语言长时竞争启动范式探讨汉语为二语学习者言语产生中的跨语言干扰。实验1的被试选择18名俄语为母语者, 实验2选择18名日语为母语者。自变量是命名语言(一语和二语)和学习条件(学过一致、学过不一致和未学过), 因变量是测验阶段被试图片命名的反应时和正确率。实验分为学习阶段和测验阶段, 被试分别用一语和二语命名图片, 观察被试在测验阶段学过一致与学过不一致两种条件下是否都能产生促进效应。实验结果发现, 无论俄语为母语者还是日语为母语者, 被试只有在学过一致条件下的反应时显著快于未学过条件, 而学过不一致条件下的反应时跟未学过没有显著差异。本研究结果表明, 汉语为二语学习者言语产生中存在跨语言干扰, 且语言间书写特征的差异对跨语言干扰没有影响。     

Women as Sex Objects and Victims in Print Advertisements

This content analysis examined the depiction of women in 1,988 advertisements from 58 popular U.S. magazines. Advertisements were coded with respect to whether women were presented as sex objects and/or as victims using a scheme developed by the researchers. On average across magazines, one of two advertisements that featured women portrayed them as sex objects. Women appeared as victims in just under ten percent of the advertisements. Men’s, women’s fashion, and female adolescent magazines were more likely to portray women as sex objects and as victims than news and business, special interest, or women’s non-fashion magazines. The implications of viewing advertisements depicting women as sex objects and as victims, especially sexualized victims, are discussed.