Children's Understanding of the Instrumental Value of Products and Brands

Gelman and Echelbarger (2019—this issue) provide a valuable discussion about children's understanding of the inferred or nonobvious features of objects, which has implications for how children value products. We further this conversation by examining how children value products and brands as a means for meeting important goals, which we refer to as instrumental valuation. Specifically, we examine developmental trends in instrumental valuation for three goals—self‐concept development, self‐presentation, and happiness. Across these areas, we find that children place greater value on products and brands for meeting these goals as they grow older, particularly during late childhood and early adolescence. We conclude with a discussion of how age differences in instrumental valuation add to the general conversation about how children of different ages value objects.     

I Can't Get You Out of My Head: The Influence of Secrecy on Consumers’ Self‐Brand Connections

Although research provides anecdotal evidence of consumers keeping their brand consumption a secret, there is little empirical corroboration to justify its study or illuminate the resulting consequences. The goals of this research are to provide evidence for the prevalence of keeping brand consumption a secret and to understand the resulting cognitive processing and consequences. Specifically, we first explore the occurrence of secrecy in the context of brand consumption, its types, and its motivations, underscoring the need for further investigation. Then, through a series of three subsequent studies, we demonstrate that keeping brand consumption a secret can lead to enhanced self‐brand connections through the underlying processes of thought suppression and thought intrusion. We rule out alternative explanations and enhance generalizability through the examination of passive (e.g., avoiding) versus active (e.g., lying) secrecy and variations in agency (i.e., instructed vs. voluntary secrecy).     

Modelling elderly patients’ perception of the community pharmacist image when providing professional services*

Professional pharmaceutical services may impact on patient’s health behaviour as well as influence on patients’ perceptions of the pharmacist image. The Health Belief Model predicts health-related behaviours using patients’ beliefs. However, health beliefs (HBs) could transcend beyond predicting health behaviour and may have an impact on the patients’ perceptions of the pharmacist image. This study objective was to develop and test a model that relates patients’ HBs to patient’s perception of the image of the pharmacist, and to assess if the provision of pharmacy services (Intervention group-IG) influences this perception compared to usual care (Control group). A qualitative study was undertaken and a questionnaire was created for the development of the model. The content, dimensions, validity and reliability of the questionnaire were pre-tested qualitatively and in a pilot mail survey. The reliability and validity of the proposed model were tested using Confirmatory Factor Analysis (CFA). Structural Equation Modelling (SEM) was used to explain relationships between dimensions of the final model and to analyse differences between groups. As a result, a final model was developed. CFA concluded that the model was valid and reliable (Goodness of Fit indices: x²(80) = 125.726, p = .001, RMSEA = .04, SRMR = .04, GFI = .997, NFI = .93, CFI = .974). SEM indicated that ‘Perceived benefits’ were significantly associated with ‘Perceived Pharmacist Image’ in the whole sample. Differences were found in the IG with also ‘Self-efficacy’ significantly influencing ‘Perceived pharmacist image’. A model of patients’ HBs related to their image of the pharmacist was developed and tested. When pharmacists deliver professional services, these services modify some patients’ HBs that in turn influence public perception of the pharmacist.     

拟人化:从“它”到“他”

拟人化是将人类特征、动机、意向或心理状态赋予非人对象的心理过程或者个体差异。拟人化的产生受到激发主体知识、效能动机和社会动机的影响,现有研究包括对自然、超自然、动物、机器、品牌和产品等的拟人化。对自然的拟人化能够促进环境保护行为,对动物、机器、品牌和产品的拟人化则形式多样、后果复杂。未来研究的焦点可能在人-机器人交互以及拟人化与可爱的关系问题上。     

Interfaith Groups as Mediating Structures for Political Action: A Multilevel Analysis

This study investigates interfaith groups from across the United States to understand how these religious settings may serve as mediating structures to facilitate individual political action. Based on a multilevel modeling analysis with 169 individuals from 25 interfaith groups, we found that core activities of the group, such as group members sharing community information (e.g., announcing upcoming events, political meetings, community issues) or sharing religious information (e.g., educating members about their religion) positively and negatively predicted individual political action as a result of group participation, respectively. Moreover, a sense that the interfaith group served as a community to work for local change, but not trust within the group, predicted political action as a result of group participation. However, this effect for a sense the group served as a community to work for local change was stronger and more positive as the degree of community information sharing in the group increased. These results show that a core activity of sharing community information may enhance the ability of a group to mediate political action. Overall, these findings demonstrate the potential role of interfaith groups to mediate political action, and show the importance of considering both individual and group characteristics when understanding these religious settings. Limitations and directions for future research are also discussed.     

Change in subjective social status following HIV diagnosis and associated effects on mental and physical health among HIV-positive gay men in Australia

Objective: This study investigates the impact of HIV diagnosis on subjective social status and if changes are linked to health outcomes.

Design: Two measures of subjective social status, socio-economic and standing in the community were examined in 342 Australian HIV-positive gay men in 2014. Participants recalled ratings at diagnosis were compared with current ratings.

Main outcome measures: Self-reported mental (psychological distress, self-esteem, positive mental health and satisfaction with life) and physical health (self-rated health, CD4 count, viral load).

Results: Half of the participants reported improvements in subjective socio-economic status (59%) or standing in the community (52%) since diagnosis, yet one quarter reported socio-economic status (25%) or standing in the community had decreased (23%). Increases in either measure of subjective social status were linked to higher self-esteem, positive mental health, satisfaction with life and better self-rated health. Decreases in subjective social status, however, were strongly linked to poorer outcomes on all mental health measures. Decreases in standing in the community were also associated with poorer physical self-rated health.

Conclusion: Most participants reported their subjective social status were the same or better since diagnosis. Changes in subjective social status following diagnosis were strongly linked to mental health outcomes. Those who reported a decrease in subjective social status were particularly vulnerable to mental health problems.     

Stuck like glue: the formation and consequences of brand attachments among salespeople

Although managers and researchers put utmost importance on uncovering factors that affect effort and performance of sales representatives, they have largely overlooked a key factor. This research aims to remedy this neglect by shedding light on salesperson brand attachment. A qualitative study first examines the prevalence of attachment and uncovers several potential antecedents. Two follow-up empirical studies show that identification and psychological ownership are significant predictors of salesperson brand attachment. Informed by this research, managers can encourage brand attachment, with the end goal of increasing salesperson effort and ultimately performance, by increasing feelings of identification and psychological ownership among salespeople. This impact is particularly notable among brands with low market share, which are often a key concern of managers. The findings provide novel insights into how attachment affects sales representatives, as well as potential methods to cultivate such an attachment.