品牌消费旅程中消费者的认知心理过程——神经营销学视角

品牌消费旅程通常指的是对于品牌消费服务的多维度(包括认知, 情绪, 感觉, 行为和品牌关系)响应。揭示品牌消费旅程的认知心理过程是目前营销学领域之中研究的重点与热点。在梳理当前神经营销领域内有关功能性核磁共振(fMRI)、事件相关电位(ERP)、事件相关震荡(ERO)的相关研究成果后, 将消费者在品牌消费旅程之中的认知心理进程划分为注意吸引、决策形成、消费体验和品牌忠诚四个阶段, 并系统阐述了每个阶段之中消费者心理进程的神经机制与脑区活动, 进而全面立体地揭示消费心理的全貌。未来研究可以进一步探索不同神经指标在具体营销情境下的表征意义, 并结合超扫描技术进一步解析多个被试间的神经耦合情况。     

Making Nature,Making Energy,Making Humans: Two Exhibitions at the Wellcome Trust

This article reviews the Wellcome Collection exhibitions ‘Making Nature: How We See Animals’ and ‘Electricity: The Spark of Life’. While the two exhibitions appear to have disparate topics—one exhibition speaks about our co-existence with animals, the other about energy futures—they speak to each other in thought-provoking ways around the questions: how are we human in these times, and what possible trajectories are available to us?     

Frightfully funny: combining threat and humour in health messages for men and women

Objective: It is imperative for public health to investigate what factors may reduce defensive responses and increase the effectiveness of health information. The present research investigated gender differences in responses to threatening health-promoting information communicated with humour.

Design: Male and female participants were exposed to a health message stressing the negative consequences of binge drinking (Experiment 1; N = 209) or caffeine consumption (Experiment 2; N = 242), that did or did not contain a funny visual metaphor (Experiment 1) or a slapstick cartoon (Experiment 2).

Main Outcome Measures: Message evaluation, message attention, and attitudes and intentions towards the behaviour were measured.

Results: Results showed that health messages were more persuasive when communicated with humour, although humour played a different role for men and women. Whereas men responded more in line with message goals when the message combined high threat with humour, women preferred the low threat humour messages.

Conclusion: By uncovering the moderating role of gender as a key audience characteristic, this research contributes to designing effective future health campaigns and provides important insights for future studies investigating the underlying mechanisms responsible for the different effects of threat and humour appeals for men and women.     

sleep complaints,behavioral characteristics and vital exhaustion in myocardial infarction cases

Abstract

Prodromal symptoms of vital exhaustion and sleep complaints are increasingly being recognized as important risk indicators for myocardial infarction (MI). In this study, the relationships between vital exhaustion, behavioral characteristics, and MI, and between several sleep complaints and MI were investigated. The subjects were 133 male cases with first MI, 192 male hospital controls, and 133 male neighborhood controls. The instruments used were the Maastricht Questionnaire (vital exhaustion), the Life Styles Questionnaire (sleep complaints, coffee consumption, and current smoking), and the Structured Interview (Type A behavior). All sleep complaints, vital exhaustion, Type A behavior, excessive coffee consumption, and current smoking occurred significantly more often in MI-cases. After controlling for these potential confounders, and age, most sleep complaints retained significant associations with MI, in particular often taking naps during the day and waking up in the morning feeling tired and exhausted.     

Endless Qualifications,Restless Consumption: The Governance of Novel Foods in Europe

Functional foods and foods derived from genetically modified organisms represent two forms of intervention in the design of foodstuffs that have given rise to distinct political and regulatory dynamics. In Europe, regulatory agencies have tried, unsuccessfully, to affix a definitive legal meaning to these categories of food artificiality. This incomplete process of legal disambiguation has gone hand in hand with the delegation of the responsibility for overseeing new products to consumers, who are asked to continuously consider and assess the qualities of foods when making their choices in the marketplace. In the case of genetically modified foods, we have witnessed strategies of avoidance premised on the consideration of genetic modification as a blemish on the conventional character of foodstuffs. Functional foods, on the other hand, are increasingly mobilized in practices of naturalistic enhancement. What both examples have in common is the open-ended character of their respective regulatory regimes, and the continuous prodding of consumers to involve themselves more intensely in the weighing of their food choices. The result is a particular mode of market activism that we describe as restless consumption.     

AN INTEGRAL APPROACH TO SUSTAINABLE CONSUMPTION AND WASTE REDUCTION

This article aims to demonstrate how the Integral approach can be utilized to understand and potentially resolve a particular human-ecological issue. It arises out of a research project that involved examining the factors inhibiting sustainable consumption and waste reduction in the community of Calgary. The Integral approach aims to ensure that no fundamental dimensions of the problem are neglected. It beckons us to consider body, mind, and spirit in the personal, cultural, and social realms of reality.     

Do commodities reproduce themselves through human beings? Toward an ecology of goods

The argument of this paper—'an ecology of goods'—could be summarized as follows: Goods exist only in relation to each other. Goods form groups, and in time higher organizational levels, groups of groups, i.e. networks of artifacts emerge. Mass consumption society is the most developed manifestation of this organizing process. The process of association and dissociation of goods is only partly controllable through human decisions. Human beings making decisions about buying, using and disposing of goods are constrained by the “logic” of the general organizing process. This process emerges out of different kinds interactions between commodities and feedback cycles with unintended consequences. In routinization and institutionalization processes commodity interactions become stabilized, i.e. the fidelity of replicative cycles increases. From this perspective, a system of commodities could be seen as an entity, which reproduces itself in a continuous resource exchange with its co‐actors and environment. In a system there is both a tendency toward functional differentiation and integration with other systems. Accordingly, systems of goods are cyclic processes within processes rather than given stable entities. This approach places many theoretical and practical problems of consumer society in a new perspective.     

The imbibing idiot bias: Consuming alcohol can be hazardous to your (perceived) intelligence

Alcohol consumption and cognitive impairment frequently co-occur. We propose that the relationship is so familiar that exposure to alcohol cues primes expectations of cognitive impairment. Across five studies, we find that in the absence of any evidence of reduced cognitive performance, people who hold an alcoholic beverage are perceived to be less intelligent than those who do not, a mistake we term the imbibing idiot bias. In fact, merely priming observers with alcohol cues causes them to judge targets who hold no beverage at all as less intelligent. The bias is not driven by a belief that less intelligent people are more likely to consume alcohol. We find that the bias may be costly in professional settings. Job candidates who ordered wine during an interview held over dinner were viewed as less intelligent and less hireable than candidates who ordered soda. However, prospective candidates believe that ordering wine rather than soda will help them appear more intelligent.     

Making markets with the dead: Residential burial among the Yoruba

The study examines how traditional meanings attributed to housing and the rituals relating to death and burials on private properties are being challenged due to modernisation, familial politics, and contending sets of interests (i.e., valuing property for its economic capital vs. social/cultural capital). The methodology approach is based on in‐depth interviews with 12 respondents from a diverse range of socio‐economic backgrounds. Findings reveal how negotiations and renegotiations of interests affect the physical state and marketability of houses in the Yoruba communities. The findings also sign‐post a fascinating entry point for exploring the way Yoruba are negotiating and navigating the relationship between modernity and tradition. An important implication for marketing and consumption praxes concerns the dynamism in the narratives of ritual behaviour, especially in the non‐Western tradition. The paper contributes to the navigation of relationships between the living and the dead within a Nigerian subculture from a marketing perspective.     

伦理消费者为何“言行不一”:解释水平的视角

伦理消费(Ethical consumption,EC)是指消费者在获取、使用或处置产品时考虑到个人消费行为对社会、环境或动物福祉的影响。虽然伦理消费日渐流行,但在金钱支付时伦理消费的态度却往往难以转化为实际的行为,即言行不一。本文从解释水平理论视角出发,以"心理距离→解释水平→个体反应"为分析框架展开。从时间维度上来说,在态度评价阶段和产品选择阶段两个时间点上,消费者与伦理产品的心理距离远近不同,分别激活了高低解释水平表征;高低解释水平下个体在动机和认知上又存在诸多差异,这种差异导致两个阶段的反应不同,继而出现伦理消费者态度与行为的分离。未来研究应重点关注如何根据解释水平理论有效提高伦理消费行为。