社交媒体分享线索如何影响消费者的选择：印象管理与自主感缺失

随着社交媒体, 第三方消费点评网站及各类电商平台的蓬勃发展, 消费者能够越来越容易地与他人分享自己的消费和体验。为了适应这一迅猛的发展势头, 企业采取一系列措施加入社交媒体营销刺激消费者分享。如在产品界面添加分享按钮, 在各大社交平台添加主题标签, 或者直接使用带有分享刺激的广告口号。与以往研究关注消费者决策后的分享行为不同, 本研究提出社交媒体分享线索在消费者决策中发挥着重要作用, 影响消费者的判断与选择。具体来说, 本项目认为社交媒体分享线索一方面激发了消费者的印象管理动机, 另一方面也降低了自主感, 在此基础上探究了的两个行为决策结果：产品兴趣和决策终止。本项目具有重要的理论意义, 突破前人研究大多关注决策后分享的局限, 对现有社交媒体分享, 及数字环境如何影响消费行为是有益的补充。在实践上, 对企业如何更好地开展社会化媒体营销有着重要的指导意义。     

不确定感与从众：决断性与结构需求的中介作用

不确定感伴随从众的现象普遍存在,然而其内在加工过程及个体差异仍不明确。对804名大学生被试进行问卷调查,结果显示：（1）不确定感与从众正相关;（2）决断性与结构需求完全中介不确定感与从众的关系,且存在性别差异;二者关系上,女性更大程度上受决断性的中介,其次为结构需求;男性受决断性和结构需求的平行中介。结果支持不确定−认同理论和认知闭合两阶段模型观点,为不确定状态下不同性别人群从众行为的管理提供了理论依据。     

Attention in risky choice

Previous research on the processes involved in risky decisions has rarely linked process data to choice directly. We used a simple measure based on the relative amount of attentional deployment to different components (gains/losses and their probabilities) of a risky gamble during the choice process, and we related this measure to the actual choice. In an experiment we recorded the decisions, decision times, and eye movements of 80 participants who made decisions on 11 choice problems. We used the number of eye fixations and fixation transitions to trace the deployment of attention during the choice process and obtained the following main results. First, different components of a gamble attracted different amounts of attention depending on participants' actual choice. This was reflected in both the number of fixations and the fixation transitions. Second, the last-fixated gamble but not the last-fixated reason predicted participants' choices. Third, a comparison of data obtained with eye tracking and data obtained with verbal protocols from a previous study showed a large degree of convergence regarding the process of risky choice. Together these findings tend to support dimensional decision strategies such as the priority heuristic.     

Age of acquisition predicts rate of lexical evolution

The processes taking place during language acquisition are proposed to influence language evolution. However, evidence demonstrating the link between language learning and language evolution is, at best, indirect, constituting studies of laboratory-based artificial language learning studies or computational simulations of diachronic change. In the current study, a direct link between acquisition and evolution is established, showing that for two hundred fundamental vocabulary items, the age at which words are acquired is a predictor of the rate at which they have changed in studies of language evolution. Early-acquired words are more salient and easier to process than late-acquired words, and these early-acquired words are also more stably represented within the community’s language. Analysing the properties of these early-acquired words potentially provides insight into the origins of communication, highlighting features of words that have been ultra-conserved in language.