How identity related goals moderate the role of attributes in product evaluation

This research examines how identity related goals influence product evaluation. It is proposed that products are evaluated based on an attribute level to fulfill an identity related goal. Further, the positive relationship between an attribute level and product evaluation is strengthened by goal activation (the degree to which a goal occupies a consumer's thinking) and goal‐product fit (the extent to which consumers think a product is related to a particular goal). Results of three experimental studies support the above propositions. The research makes contributions in that it identifies two moderators, that is, goal activation and goal‐product fit, in the relationship between attributes ability and product evaluation. First, identity‐related goals are higher order and likely to have higher priority for consumers. However, results in this paper show that it still needs to be activated before it can exert an influence on attribute importance. Specifically, when an identity related goal (e.g., one supportive of the fair trade goal) is activated, it takes over a lower‐order goal (e.g., seek for a good taste or a good priced coffee in this case). As goal activation increases, relevant attributes become more important, and the positive relationship between an attribute level and product evaluation strengthens. Second, this paper introduces a new construct of goal‐product fit into identity‐related goals and product evaluation literature. The results of study three suggest that when goal‐product fit becomes stronger, the relevant attribute that can fulfill the goal becomes more important in the overall product evaluation.     

Children’s understanding of depreciation in scenarios of envy and modesty

The aim of this study was to explore children’s understanding of depreciation when being presented with scenarios of envious or modest behavior. 123 Spanish children, six to eight years of age, decided how a character should respond when faced with a situation of envy or modesty. These situations were described in vignettes. The children chose between a response of either depreciation or admiration in the case of envy and between a response of either modesty or immodesty when faced with modest behavior. They were then asked to explain the reasons for their choices. Generally speaking, the results indicated that children rated self-depreciation in scenarios of modesty more highly than they did depreciation of another in situations of envy. An interaction effect showed that eight-year-old chose modest responses more than immodest ones, in contrast to the six-year-old. Conversely, age differences were not observed for the scenarios of envy. We discuss these results in light of the children’s explanations. Furthermore, the acquisition of emotional display rules is discussed, as well as the ability to manage emotions. Also, we discuss the truths and falsehoods of expression within the framework of social pragmatism in the selection of responses in both scenarios.     

产品也会皱眉头? 产品的“侵略性表情”对消费者的影响

消费者经常在产品外观设计中看到"表情",这些由企业有意或无意塑造的面孔元素会影响到消费者对产品的态度。当前,关于产品外观表情对消费者态度影响方面的研究仍存在结论不一致、机制不明确和边界不清楚等问题。本研究通过3次分离的实验,验证了对于奢侈程度较高的产品(品牌),侵略性的表情相较友好的表情,更能够获得消费者的青睐;而对于奢侈程度较低的产品(品牌),则恰好相反。同时,不同的产品外观(品牌标识)表情是通过消费者对产品的感知自治程度这一中介变量对消费者态度产生影响。本研究结论为产品外观设计和品牌管理实践提供了有益的建议。     

儿童情绪伪装能力的发展研究

该文介绍了国外儿童情绪伪装能力发展及其影响因素的近期研究,这些研究结果表明：儿童最早在斗岁出现情绪伪装的认知能力,6岁时这种能力得到完善;儿童对情绪伪装认知能力和对物理属性的表面与真实的区分能力具有潜在的一致的认知基础;儿童情绪伪装能力的完善和错误信念的获得有关;文化通过社会化过程影响儿童的情绪伪装的发展。     

无均值结构的潜变量交互效应模型的标准化估计

潜变量交互效应建模研究近年来有两项重要进展, 一是提出了潜变量交互效应模型的标准化估计及其计算公式; 二是发现无均值结构模型可以取代传统的有均值结构模型, 建模大为简化。但标准化估计是在传统的有均值结构模型中建立的, 在简化的模型中同样适用吗？本文在无均值结构模型的框架内, 给出了潜变量交互效应模型的标准化形式、计算公式和建模步骤, 并通过模拟研究比较了极大似然和广义最小二乘两种估计方法、配对乘积指标和全部乘积指标两种指标类型, 结果表明, 在计算交互效应的标准化估计时, 应当使用配对乘积指标建模, 并且首选极大似然估计。     

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。     

模糊产品展示对产品态度的影响机制

本文基于关联习得理论, 探讨了模糊产品展示对产品态度的影响。结合4个实验的结果, 发现模糊产品展示对产品态度的影响呈现倒U型。相比于低模糊度的产品展示, 中等模糊度的产品展示能够激发更高水平的柔软度感知, 进而提升产品质量评价, 最终导致产品态度更积极。但过高模糊度的产品展示会激发消费者强烈的消极情绪, 消极情绪对产品态度的消极影响会抵消掉柔软度感知的积极影响, 最终导致产品态度的降低。     

自强还是自嘲?名人代言如何提升社会化媒体广告的营销效果

企业为了促进产品推广, 不惜重金聘请名人为产品代言。已有的文献主要探究名人代言的自强型模式, 很少研究名人代言的自嘲型的表达方式。本文则基于社会影响理论和产品差异理论探究了两种类型名人代言在不同产品情境下对消费者口碑推荐的影响。通过二手数据分析和实验法研究发现：自强型的名人代言更有利于提升消费者对享乐型产品的口碑推荐; 自嘲型的名人代言更有利于提升消费者对实用型产品的口碑推荐; 自强型的名人代言主要是通过强化其规范性影响, 进而增强消费者对享乐型产品的口碑推荐; 自嘲型的名人代言主要是通过强化其信息性影响, 进而增强消费者对实用型产品的口碑推荐。     

Estimating state IQ: Measurement challenges and preliminary correlates

The purpose of this study is threefold. First, an estimate of state IQ is derived and its strengths and limitations are considered. To that end, an indicator of downward bias in estimating state IQ is provided. Two preliminary causal models are offered that predict state IQ. These models were found to be highly predictive of state IQ, yielding multiple R's of 0.83 and 0.89. Second, the extent to which state IQ predicts state outcome variables (e.g., gross state product, health, violent crime, and government effectiveness) is estimated. State IQ shows positive correlations with gross state product, health, and government effectiveness and negative correlations with violent crime. These results are consistent with the extent to which IQ predicts outcomes at the level of the individual. Third, a research agenda is provided for improving estimates of state IQ, identifying factors that cause differences in state IQ, and delineating the role of IQ in predicting important variables.     

A diagnostic approach to increase reusable dinnerware selection in a cafeteria

The current project tested a diagnostic approach to selecting interventions to increase patron selection of reusable dinnerware in a cafeteria. An assessment survey, completed by a sample of 43 patrons, suggested that the primary causes of wasteful behavior were (a) environmental arrangement of dinnerware options and (b) competing motivational variables. A functional relation between environmental arrangement and reusable product selection was demonstrated in a reversal design. However, the largest effect occurred as function of a multicomponent intervention involving environmental arrangement, employee involvement, and personal spoken prompts with motivational signs. The results support the use of informant assessments when designing community interventions.