Evidence from masked‐priming that initial identification of brand names is via abstract letter identities

Although visual‐word recognition is often assumed to proceed on the basis of case‐invariant letter representations, previous research has shown a role for letter‐case in recognizing brand names. One recent study reported early effects of letter‐case in a brand‐decision task using masked primes (Perea et al., 2015, British Journal of Psychology, 106, 162). The present study attempts to replicate this finding using brand names typically presented in all lowercase (e.g., adidas), all uppercase (e.g., IKEA), or titlecase (e.g., Ford). Across three masked‐priming experiments, we found no advantage for case‐matched identity primes over case‐mismatched identity primes. This finding suggests that brand‐specific letter‐case information does not play a role in the early processing of brand names. However, we observed evidence that case may be used as a cue for making brand decisions, which may explain the effect reported by Perea et al. (2015, British Journal of Psychology, 106, 162).     

The benefits of collective responsibility: How ingroup reputation concern motivates prosociality in intergroup contexts

Collective responsibility processes have been investigated from the perspectives of the outgroup (e.g., collective blame) and the ingroup (e.g., collective guilt). This article extends theory and research on collective responsibility with a third perspective, namely that of the individual actor whose behavior triggers the attribution of collective blame. Four experiments (n = 78, 118, 208 and 77, respectively) tested the hypotheses that collective responsibility processes influence the individual actors' appraisals, emotions and behavior. The possibility of collective blame for their individual action prompted more prosocial behavior among participants (Experiment 1). Participants also experienced more ingroup reputation concern and in turn more negative emotions (Experiment 2–4) for a past wrongdoing if it could reflect negatively on the ingroup in the eyes of outgroups. The increased negative emotions then motivated participants to improve the ingroup's image (Experiment 4). The effects were moderated by perceived ingroup entitativity, in that activating collective blame increased ingroup reputation concern and negative emotions only for ingroups perceived as highly entitative (Experiment 3).     

解释水平对品牌联想和品牌延伸评估的影响

由于人们更加关切与其解释水平相匹配的信息、经验和事物, 解释水平能够系统性地影响人们的判断与决策。本研究将解释水平视为重要的调节变量, 探查它对消费者的品牌联想和品牌延伸评估的可能影响。实验一用于检验来源于个体差异的不同解释水平(高与低)的被试, 对于同一品牌是否产生不同形态(原型性与范例性)的品牌联想以及探查它们之间的相对数量关系。实验二采用2(解释水平：高vs.低)×2(契合类型：原型性契合vs.范例性契合)组内和组间因子混合设计, 用于检验基于时间距离的解释水平是否调节契合类型对品牌延伸评估的影响关系。实验研究结果发现：在接触到品牌名称时, 具有高水平解释倾向的消费者, 将比低水平解释倾向的消费者, 呈现更多的原型性联想; 而具有低水平解释倾向的消费者, 将比高水平解释倾向的消费者, 呈现更多的范例性联想; 在低水平解释条件下, 消费者对范例性契合延伸产品的评估要好于对原型性契合延伸产品的评估; 而在高水平解释条件下, 消费者对原型性契合延伸产品的评估要好于对范例性契合延伸产品的评估。     

Using sonic branding in the retail environment — an easy and effective way to create consumer brand loyalty while enhancing the in‐store experience

Retail is no longer simply a point of purchase, it has now become part of a brand's communications strategy. As brands begin to explore the benefits of the retail environment they are mostly failing to utilise fully its ability to communicate with all the senses. Sonic branding has yet to make a significant impact on the retail environment and yet it is a powerful tool in the development of brand loyalty. As brands search for new ways of communicating with consumers both locally and globally, sonic branding will become a key tool in the creation of fully immersive brand experiences. Copyright © 2003 Henry Stewart Publications.     

The desire to be remembered: A review and analysis of legacy motivations and behaviors

The psychological motivations and mechanisms underlying a desire to be remembered after death is an understudied area in the social sciences. While previous research has indirectly investigated the pursuit of legacy as a means of coping with death anxiety, little attention has been paid to other potential factors involved in the appeal of leaving an individualistic (usually positive) mark in society that will outlive the self. In the present paper, we broaden the theoretical examination of the human drive for legacy, considering proximate motivations (e.g., alleviating death anxiety, concluding one's “life story” well, etc.) and ultimate causes (i.e., the direct or indirect reproductive effects that post-mortem reputations confer to surviving relatives). Additionally, we consider cognitive factors related to afterlife beliefs and perceptions of post-mortem consciousness, and their potential role in legacy-related desires. We conclude by discussing areas for further empirical investigations of the legacy drive.     

The engineer’s moral right to reputational fairness

This essay explores the issue of the moral rights of engineers. An historical case study is presented in which an accomplished, loyal, senior engineer was apparently wronged as a result of actions taken by his employer in pursuit of legitimate business interests. Belief that the engineer was wronged is justified by showing that what happened to him violated what can validly be termed one of his moral rights as an engineer: the right to reputational fairness. It is then argued that, this right notwithstanding, under certain circumstances it is morally permissible for employers to override it. The paper concludes by identifying two complementary facets of this right, discussing its scope, and indicating what is required of employers obliged to respect it in two types of action contexts. An earlier version of this paper was presented at the Annual Meeting of the Society for the History of Technology in Washington, D.C. on October 16, 1993. I am indebted to Stephanie J. Bird, Taft Broome, Deborah Johnson, Carl Mitcham, Walter Vincenti, Vivian Weil, and Caroline Whitbeck for helpful critical comments. Professor of Industrial Engineering and Engineering Management and, by courtesy, of Civil Engineering, and in the Program in Science, Technology, and Society, School of Engineering, Stanford University, Stanford, CA, USA, 94305-2120.     

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。     

Antecedents and consequences of salesperson identification with the brand and company

To date, little research has investigated the antecedents and implications of salespersons' identification with the brands and the companies they represent. As the nature of the selling job is unique from other inside employee positions, with increased independence of the firm and loyalty that may be expanded to the customers rather than the firm itself, an investigation of this phenomenon within the sales context holds significant implication for sales force management. The salesperson also represents an extension of the marketing communication programme of the firm and thus has direct bearing on how the company and brand image are communicated to the customer. Therefore, the purpose of our paper is to hypothesize and empirically test the notion that higher levels of perceived congruence between a salesperson's own values and those values of the brand and company he or she represents will lead to higher brand identification and company identification which in turn should create higher job satisfaction, commitment and performance. We discuss our results and offer practical insights to sales managers. Further, we discuss limitations of our study and provide directions for future research.     

时间压力对品牌决策中图形框架效应的影响

本研究以大学生为被试,以孙彦等人（2012）所研究的”MP3购买问题”为实验材料,采用2（时间压力：有时间压力/无时间压力）×2（图形版本：图形版本1/图形版本2）×2（品牌类型：品牌A/品牌B）三因素混合设计探讨了时间压力对品牌决策中图形框架效应的影响。结果表明：（1）在无时间压力条件下被试的品牌决策偏好受到了图形版本的影响,即出现了图形框架效应;（2）在有时间压力条件下图形框架效应对品牌决策偏好的影响被弱化了,说明图形框架效应是一个精细加工的过程。     

品牌社区的形成与发展:社会认同和计划行为理论的视角

品牌社区是指一种特定的,不受地域限制的,基于某一品牌崇拜者之间结构化的社会关系而建立的社区。大量研究围绕社会认同理论、计划行为理论等相关理论,试图揭示品牌社区的形成、发展及作用机制。现有研究发现消费者对品牌的态度及其所感受到的主观行为规范等因素会影响个体的社区参与水平,而参与品牌社区有助于社区成员产生品牌认同,进而有效地维持并提高其品牌忠诚度。未来研究应该更多地关注自尊、自我意识以及社会认同威胁等变量。此外,国内研究者还应当考虑到东西方文化差异,促进相关理论及概念的本土化。