自我概念对两类怀旧广告诉求有效性的影响

在怀旧风潮盛行的大背景下, 怀旧广告日益受到了广告主的青睐。然而, 由于怀旧诉求未能正确匹配目标受众, 导致一些怀旧广告的无效甚至是起反面效果。基于此, 通过区分个人怀旧诉求和虚拟集体怀旧诉求, 并将其联结于消费者的两种自我概念形态(独立自我与互依自我), 经由两个实验探查了受众的自我概念形态对不同怀旧广告诉求的反应。实验一采用2(怀旧诉求：个人怀旧与虚拟集体怀旧)×2(自我概念：独立自我与互依自我)组间因子设计, 检验自我概念形态是否对个人怀旧诉求广告、虚拟集体怀旧诉求广告的效果起调节作用; 实验二通过对自我概念采用不一样的操控方式, 对认知反应进行更加有效的测量, 对同一被试接触到怀旧广告信息前后的品牌态度进行对比等, 重复检验了实验一的研究结果。实验结果显示：独立自我程度高的消费者往往偏好于个人怀旧诉求, 而互依自我程度高的消费者往往偏好于虚拟集体怀旧诉求。研究结果表明：怀旧虽是一项很好的广告题材, 但在具体应用时, 需要注意怀旧诉求与目标受众的匹配性。本研究拓展了自我概念这一重要心理变量在怀旧广告领域的应用; 同时, 论文研究结果对于怀旧营销、跨文化营销也有一定的启示意义。     

Identity Processes in Collective Action Participation: Farmers' Identity and Farmers' Protest in the Netherlands and Spain

This study tested the assumption that a sense of collective identity stimulates participation in collective action. Contextual circumstances supposedly make a collective identity more salient and compel people to act as members of the group; protest participation is more likely among people with a strong collective identity. Group identification and participation in identity organizations were used as indicators of collective identity in a study of 248 farmers from Galicia (Spain) and 167 farmers from the Netherlands. The farmers were interviewed three times at intervals of 1 year. The longitudinal design also allowed a test of causality. A sense of collective identity appeared to stimulate preparedness to take part in farmers' protest. Action preparedness leads to action participation, which in turn appears to foster collective identity.     

Empowerment and threat in response to mass protest shape public support for a social movement and social change: A panel study in the context of the Bersih movement in Malaysia

One path to social change is through sustained collective action. Although such actions often explicitly target the public audience to raise support for a movement's cause, we know little about how the public psychologically responds to protests. To examine this question, a sample of Malaysians was surveyed before and immediately after the occurrence of mass street protests in Malaysia (N = 422) using a two-wave longitudinal design. Analyses revealed that (beyond pre-existing levels of movement identity and support for social change) experiencing empowerment in response to the protests promoted a supportive movement identity and more support for social change after the protests, whereas experiencing threat in response to the protests promoted an oppositional movement identity and less support for social change after the protests. This research suggests that the psychological impact of ongoing protests on the public can determine subsequent public support for the movement and its goals.     

Victim and Perpetrator Groups’ Divergent Perspectives on Collective Violence: Implications for Intergroup Relations

Groups in conflict develop strikingly different construals of the same violent events. These clashing perceptions of past violence can have detrimental consequences for intergroup relations and might provoke new hostilities. In this article, we integrate and juxtapose what we know about construals of collective violence by delineating the different dimensions along which these construals differ between victim and perpetrator groups: regarding the question of who is the victim, who is responsible for the harm doing, what the perpetrator’s intent was, how severe the violence was, and when it took place. Then, we discuss the individual‐ and group‐level factors (e.g., collective narratives, social identities) that shape these construals, as well as their implications for attitudes regarding the conflict and support for relevant policies. We distinguish two different core motives that drive construals and their outcomes among victim and perpetrator groups: Perpetrator groups try to cope with moral identity threats and preserve a positive image of the ingroup, while victim groups try to protect their ingroup from future harm doing and desire acknowledgment of their group’s experiences. Lastly, we discuss implications for strategies and interventions to address victim and perpetrator groups’ divergent perspectives of collective violence.     

Negative Intergroup Contact and Radical Right‐Wing Voting: The Moderating Roles of Personal and Collective Self‐Efficacy

This study examines whether negative contact with immigrants promotes voting for radical right‐wing parties, to what extent this relationship can be explained by feelings of outgroup threat, and whether this relationship depends on perceived personal and collective self‐efficacy. Hypotheses were tested among 630 native Dutch respondents, mainly living in multicultural neighborhoods. The results show that negative contact with immigrants is associated with feelings of personal (egocentric) and group (sociotropic) threat, and both these feelings, in turn, are associated with radical right‐wing voting. However, negative intergroup contact is less strongly related to egocentric threat when individuals feel able to personally address negative situations with other people (personal self‐efficacy). Furthermore, the findings suggest that negative intergroup contact is less strongly related to sociotropic threat when individuals believe that people in their neighborhood are able to collectively address some negative situations (collective self‐efficacy).     

National Days,National Identity,and Collective Memory: Exploring the Impact of Holocaust Day in Israel

This study uses the case of Holocaust Day in Israel to examine the premise that national days impact national identity and collective memory. Specifically, the study examines whether a very unique type of national day—Holocaust Day—impacts national identification, nationalism, and collective memory in the form of Israeli Jews' perceptions of the “lessons” of the Holocaust. This study uses panel survey design data on national identity and perceptions of the Holocaust's lessons from the same sample of Israeli Jews (N = 665) collected two months prior to Holocaust Day and again during and after Holocaust Day. During and after Holocaust Day, respondents expressed increased levels of nationalism and more perceptions of both particularistic and universalistic Holocaust lessons. Participation in Holocaust Day practices had a stronger relationship with nationalism and national identification during Holocaust Day than before but a weaker relationship with the perception of a universalistic lesson during Holocaust Day. These findings indicate that Holocaust Day impacts national identity and collective memory and highlights the multifaceted nature of the relationships between national identity, collective memory, and national days. The theoretical implication of the findings as well as the case comparability are discussed in light of the findings.     

Intuitive Political Theory: People's Judgments About How Groups Should Decide

Societies must make collective decisions even when citizens disagree, and they use many different political processes to do so. But how do people choose one way to make a group decision over another? We propose that the human mind contains an intuitive political theory about how to make collective decisions, analogous to people's intuitive theories about language, physics, number, minds, and morality. We outline a simple method for studying people's intuitive political theory using scenarios about group decisions, and we begin to apply this approach in three experiments. Participants read scenarios in which individuals in a group have conflicting information (Experiment 1), conflicting interests (Experiment 2), and conflicting interests between a majority and a vulnerable minority who have more at stake (Experiment 3). Participants judged whether the group should decide by voting, consensus, leadership, or chance. Overall, we find that participants prefer majority‐rule voting over consensus, leadership, and chance when a group has conflicting interests or information. However, participants' support for voting is considerably diminished when the group includes a vulnerable minority. Hence, participants showed an intuitive understanding of Madison's concerns about tyranny of the majority.     

National Identity,Collective Events,and Meaning: A Qualitative Study of Adolescents’ Autobiographical Narratives of Flag Ceremonies in Finland

Although collective events are central to group identity processes, little is known about how young people experience and remember national ceremonies in which they have participated. This qualitative study analyzes 80 autobiographical narratives written by upper secondary school students about flag ceremonies from their past in Finland. The analysis reveals that the narratives fall into three categories ((Dis)honored, Deserved and Loved Flag) according to how the social context, participants’ actions, narrator’s role, and emotions are described, all of which combine to create a dense web of meanings associated with this common national ceremony. The results also indicate that different group contexts—family and peer group networks and the national context—are inextricably linked in the narratives and that the meanings associated with these contexts tend to fuse. The findings highlight the importance of analyzing national collective events and related autobiographical memories to better understand the sources of national identity’s emotional power.     

Identity,representations, religion,and apologizing for past wrongdoings: Muslim discourse about Indonesia's 1965–66 massacres of communists

Since 1965, in Indonesia, people labelled as communists and their descendants have been mistreated. Recently, there has been an issue to apologize to them, but up until now, no official apology has been offered by the Indonesian government. The present study aims to understand how communism is perceived in Indonesia and why communism attributes labelled to a person can lead to negative effects, such as social exclusions. We interviewed 23 Muslims living in Jakarta (i.e., majority group) and used a thematic analysis to organize and describe the data. We found that Muslims who see communists as non‐believers view communist members as dangerous and a threat for the unity of the Republic of Indonesia. Among participants with such beliefs, the past maltreatments to accused communists are justified and legitimate; any apology toward the victims is considered not needed. The findings are discussed in the context of collective blaming and group essentialization, and ways to solve the problems are suggested.     

群体认同在集群行为中的作用机制

在集群行为背景下, 群体认同对个体的集群行为意愿既具有直接的动员作用, 同时也可以调节群体情绪和群体效能变量与人们行为意愿间的关系。政治认同、共同认同与双重认同等特殊形式的群体认同对集群行为的发生具有不同的影响。从动态性研究的角度看, 参与集群行为会强化个体对内群体的认同感, 而强烈的群体认同则会对参与者的行动产生持续影响。今后的研究应根据集群行为的不同触发情境、不同形式及不同发展阶段对群体认同的复杂工作机制进行探讨。