浅谈信号检测论在广告再认测试中的应用与修正

信号检测论（SDT）是一种借助数学形式研究信息传输系统中“接受者”操作的理论。自50年代以来已被广泛地应用于心理学、市场营销等各种研究领域。本文论述了SDT应用于广告再认测试的原因、引进SDT后遇到的困难以及研究者为此作出的相应修正,最后对这些修正方法进行了简要的评价。     

Inside the Black Box of Negative Campaign Effects: Three Reasons Why Negative Campaigns Mobilize

The debate over the effect of negative campaigns on vote turnout has not been settled. At present, studies demonstrating a mobilization effect seem to have the upper hand. However, neither side has offered a compelling theory of the causal mechanisms that connect negative campaigns and voter turnout. This paper identifies three mechanisms of voter motivation—republican duty, candidate threat, and perceived closeness of the election—and tests the influence of negative ads on each. The findings suggest that each works to plausibly translate exposure to negative advertisement into increased participation.     

国别属性重要吗？代言人与广告效果关系研究的新视角

随着全球市场的形成, 一些中国企业开始选取外国明星作为产品的代言人, 目的是希望借外籍代言人提升品牌的吸引力, 获得消费者的喜爱与购买。与此同时, 一些跨国企业也开始使用中国明星为其产品代言, 以期通过“本土化”加强消费者对品牌的认同, 从而最终接受这一品牌。然而, 这种做法是否令消费者认可和接受, 其广告效果到底如何还是未知数。从目前来看, 这一作法既缺乏理论论证也缺乏实践的检验。根据代言人匹配假说, 作者认为代言人国别属性与产品国别色彩的一致性对广告效果也具有重要的影响。通过3(中、外、无国别特色产品)×2(功能性产品、享乐性产品)×2(中、外代言人)的实验设计, 验证了代言人与产品国别一致性作为调节变量对代言人特征与广告效果关系具有正向的影响, 即当代言人国别属性与产品国别色彩一致时, 广告效果明显优于不一致的情形。对于中国特色产品, 中国代言人的广告效果更好, 而对于外国文化色彩以及无国别色彩的产品, 外国代言人的广告效果要明显高于中国代言人。     

感性还是理性?文化衍生的权力感对广告诉求偏好的影响

广告的有效性很大程度上取决于消费者个体特征与广告诉求之间的一致性。以往研究忽略了文化衍生的权力感作为关键心理特征与不同诉求广告之间的匹配性效应。本文探讨文化衍生的权力感(个人权力感vs.社会权力感)对广告诉求偏好的影响及其作用机理。研究结果表明, 启动个人(vs.社会)权力感的消费者更加偏好感性(vs.理性)诉求广告, 其中唤醒度发挥中介作用。当启动个人(vs.社会)权力感时, 个体更加强调满足自我需要和寻求挑战以不断提高地位与声望, 更容易激发兴奋等高(vs.低)唤醒度, 从而更加偏好感性(vs.理性)诉求广告。此外, 合理化需要在文化衍生的权力感通过唤醒度对广告诉求偏好的影响中起到调节作用。在不启动合理化需要时, 文化衍生的权力感通过唤醒度对广告诉求偏好发挥影响的中介效应显著; 而当启动合理化需要时, 上述中介效应不显著。本文基于文化取向的视角揭示了权力感影响广告诉求偏好的心理机制与边界条件, 为企业根据文化衍生的权力感差异制定广告营销策略等方面提供实践启示。     

The Determination of Normal Extravert-Introvert Interest Differences

The authors conducted a survey of 1,758 elementary school children (6-14 years old) from December 2001, to March 2002, in 3 Chinese cities with different levels of television advertising. The authors used D. R. John's (1999) model of consumer socialization as the theoretical framework for their study. More than half of the children whom the authors interviewed were able to understand that television stations broadcast commercials to earn money. Their understanding of the purposes of television commercials and the persuasive intention of television commercials developed with age. The authors examined the influence of gender, level of advertising, and level of television viewing on children's understanding of television advertising by using 3-way factorial models.     

The Impact of the Wording of Employment Advertisements on Students' Inclination to Apply for a Job

ABSTRACT

Students' inclination to apply for a job was examined as a function of (1) the wording of the desired candidate's profile specified in the employment advertisement and (2) applicant gender. Previous research found that women are more inclined than men to apply for jobs that include a profile corresponding to their gender (i.e., a profile containing prototypically feminine instead of masculine personal characteristics). Based on Fiedler and Semin's (1996) Fiedler, K. and Semin, G. R. 1996. “Language in applied contexts”. In Applied social psychology, Edited by: Fiedler, K. and Semin, G. R. 91–109. Thousand Oaks, CA: Sage.  [Google Scholar] Linguistic Category Model, we expected that this effect would decrease if the desired profile was worded in terms of behaviors/verbs instead of nouns/adjectives. ANOVA supported this reasoning for women but not for men. We conclude that organizations may increase the number of women applying for particular jobs by changing the presentation form of the advertisement.     

Survival of the Fittest: Rhetoric During the Course of an Election Campaign

Despite the tradition of studying campaign effects, we know little about the rhetorical strategies of candidates. This study speculates about the types of appeals that incumbents and challengers find most effective and that are, as a result, most likely to dominate an election campaign. Candidates have an incentive to use arguments that evoke emotions such as fear, anxiety, and anger. Emotional appeals allow candidates to emphasize consensual values, which makes it easier to mobilize their party's base while simultaneously attracting the support of the uncommitted. The use of emotional appeals is also consistent with the media's preference for drama and excitement in news reporting. Thus, emotional appeals will be more enduring than other types of appeals, and hence more likely to dominate the rhetorical landscape. A content analysis of newspaper coverage of the 1988 Canadian federal election campaign provides suggestive evidence in favor of this view.     

Comparisons and advertising: the route from comparisons to effective advertising

In this study, we investigate what conditions cause subjects to make comparisons and the comparison patterns that influence effective advertising. People make social or temporal-past or temporal-future comparisons, or may not make any comparisons when facing a choice of purchase situation. Unlike past research, we investigate four comparison patterns, and propose a general comparison model that leads to greater advertising effectiveness.