品牌依恋的概念架构及其理论发展

品牌依恋（brand attachment）是联结品牌与消费者自我的认知和情感纽带的强度,是品牌情感和品牌关系领域的前沿课题。品牌依恋不仅可以更好地预知较高层次的消费者行为反应,而且是强势品牌资产的重要来源。通过对心理学和营销学领域大量相关文献的系统梳理,提出品牌依恋建立于依恋理论、品牌关系理论和自我一致性理论基础之上;评析品牌依恋单维度、多维度概念的相关研究,辨析其与品牌态度、品牌至爱、品牌承诺、品牌涉入等概念的异同;结合已有研究分析品牌依恋的形成机理与行为结果;指明品牌依恋理论未来主要研究方向     

心理词汇法在品牌人格研究中的应用

心理词汇法源于早期对特质词的研究,它以人们对特定事物进行评价所用的词汇为研究对象,能够概括出看似纷乱复杂的心理词汇的内在规律。在品牌人格研究中,其应用范围主要集中在品牌人格维度的提取和品牌特质的研究两个方面。心理词汇法已经不仅仅局限于对词汇进行整理分析,许多相关学科的研究方法,如反应时方法,内隐态度的测量等都被吸收和利用进来;同时,心理词汇法也被应用到品牌人格的其他相关方面,如品牌延伸,品牌定位等     

Comparison Types in the Semantic Extension of Diidxazá Body Part Terms

Body part terms (BPTs) are used extensively in Mesoamerican languages to name object parts. The process through which BPTs might be extended to refer to a part of an object and further serve as a relator in describing the relation between objects in space has often been attributed to metaphorical processes. This study proposes an alternative analysis following a Structure–Mapping Theory approach (Gentner, 1983, inter alia), based on data from Diidxazá (Isthmus Zapotec, Otomanguean) obtained through elicitation and experimental tasks. The data show that structure mapping does not depend on a 1:1 match of attributes; frequency of use shed light on principles that constrain the semantic extension of most BPTs; a core set of six BPTs are extended by abstraction of the set of intersecting axes of the body. The detailed nature of this study enables an analysis of the mental representations underlying the semantic extension of BPTs. This in turn elucidates on aspects of the relation between spatial language and spatial cognition. In addition, this study allows us to address questions about the categorial status of BPTs in Diidxazá and their lexicographic representation.     

Attachment–aversion (AA) model of customer–brand relationships

The present paper proposes a customer–brand relationships model and empirically tests the following: (1) brand–self distance and brand prominence as representing customers' attachment–aversion relationships (AA Relationships) with a brand, (2) key distinguishing differences between the AA Relationships measure and other alternative relationship measures (i.e., brand attachment, emotional valence and brand attitude strength) based on a set of dependent variables, (3) three key determinants of the AA Relationships and the underlying process between the AA Relationships and behavioral intentions and actual brand behaviors, and (4) customer age as moderating the customer–brand relationships specified in the nomological model of the AA Relationships. The results offer strong support for the unique and important contribution of the AA Relationships model as representing consumers' relationship valence with a brand and its salience.     

Fixating picture boundaries does not eliminate boundary extension: Implications for scene representation

Observers frequently remember seeing more of a scene than was shown (boundary extension). Does this reflect a lack of eye fixations to the boundary region? Single-object photographs were presented for 14–15 s each. Main objects were either whole or slightly cropped by one boundary, creating a salient marker of boundary placement. All participants expected a memory test, but only half were informed that boundary memory would be tested. Participants in both conditions made multiple fixations to the boundary region and the cropped region during study. Demonstrating the importance of these regions, test-informed participants fixated them sooner, longer, and more frequently. Boundary ratings (Experiment 1) and border adjustment tasks (Experiments 2–4) revealed boundary extension in both conditions. The error was reduced, but not eliminated, in the test-informed condition. Surprisingly, test knowledge and multiple fixations to the salient cropped region, during study and at test, were insufficient to overcome boundary extension on the cropped side. Results are discussed within a traditional visual-centric framework versus a multisource model of scene perception.     

The Effect of Ad Skepticism and Celebrity Preference on Brand Attitude Change in Celebrity-Endorsed Advertising

The use of a celebrity endorser who is well recognized and favorably evaluated by the target viewers is a common strategy used by advertisers to increase the persuasiveness of an advertisement. Yet, at the same time, being skeptical of the claim being made by the celebrity endorser is the typical response of the viewers to such persuasion attempts. The present research examines how these effects potentially counterbalance each other as viewers evaluate the advertised brand in a low-involvement setting. The results show that the degree of ad skepticism and the relative allocation of attentional resources to celebrity and brand elements in advertisements determine how preference for a celebrity endorser is transferred to the advertised brand. The findings provide a more complete understanding of the psychological mechanisms by which celebrity preference influences brand attitude change than has previously been available. They indicate that ad skepticism may be the missing link in understanding the effectiveness of celebrity-endorsed advertising.     

Towards a Psychology of Rural Development Processes and Interventions

A psychosocial approach to rural development and development interventions, which we designate as ‘psychology of rural development’ (PsyRD), does not yet exist as an area of research or intervention within the field of psychology or development studies, even though rural development is in part obviously shaped by psychosocial factors. Thus, in this discussion paper, we argue the need for PsyRD, explore how it may provide new insights and tools for analysis vis‐à‐vis rural development scenarios and issues of social equity and outline the shape that, in our view, such a psychology should take. First, the multiple dimensions of rural development and the many practical problems faced by rural development agents contain strong psychosocial elements that require contributions from psychology. Yet at the same time, the psychological literature on this topic contains many limitations and biases, which leads us to, in the second part of the paper lay the groundwork for a PsyRD that focuses on the importance of adopting a critical and interdisciplinary approach capable of dealing with complexity and multidetermination. Finally, we conclude by outlining the challenges of PsyRD. Copyright © 2014 John Wiley & Sons, Ltd.     

The role of context on boundary extension

Boundary extension (BE) is a memory error in which observers remember more of a scene than they actually viewed. This error reflects one’s prediction that a scene naturally continues and is driven by scene schema and contextual knowledge. In two separate experiments we investigated the necessity of context and scene schema in BE. In Experiment 1, observers viewed scenes that either contained semantically consistent or inconsistent objects as well as objects on white backgrounds. In both types of scenes and in the no-background condition there was a BE effect; critically, semantic inconsistency in scenes reduced the magnitude of BE. In Experiment 2 when we used abstract shapes instead of meaningful objects, there was no BE effect. We suggest that although scene schema is necessary to elicit BE, contextual consistency is not required.     

Imago Dei,DNA, and the Transhuman Way

Might genetic engineering or cyborgization turn mortal humans into immortal gods? How transformable are we? A proleptic model of the imago Dei signifies that a transformation is coming, that who we are as human beings is yet to be determined by our future. Of five theological models of the imago Dei—(1) rationality; (2) morality; (3) relationality; (4) prolepsis; and (5) created co-creator—the proleptic and co-creator models are particularly open to an alliance with technological transformation. However, even biological enhancement or intelligence amplification will not turn sinners into saints. Only divine grace can accomplish redemption; only divine grace can insure that we become who we truly are.     

Negative priming reduces affective ratings

The mere exposure effect is the commonly observed increase in pleasantness ratings of stimuli that have been given prior exposure. According to the fluency attribution account of the mere exposure effect, repeated presentations of a stimulus lead to increased ease of processing, which in turn is attributed to pleasantness. If so, processing fluency manipulated by means other than repetition should influence liking. In the present experiment, processing fluency was manipulated using a negative priming procedure, and its influence on affective judgement was examined. Previously ignored stimuli were responded to slower (negative priming) and were rated as less pleasant than controls. It was concluded that decreased processing fluency decreases liking of previously ignored stimuli.