基于消费者自我概念的高尔夫消费动机研究*

首先编制了消费者自我概念量表,对高尔夫球会客人进行了消费者自我概念的测查,将高尔夫消费者划分为事业自我型、交际自我型、精明自我型、家庭自我型和表现自我型五大类,进而分析了这五类消费者在参与高尔夫球运动动机和购买高尔夫球会会籍动机方面的差异。结果表明,(1)锻炼身体是消费者参与高尔夫球运动的主要动机。不同自我概念消费者参与高尔夫运动的动机的差异表现在事业自我型消费者与其他群体的差异显著;(2)商务交往是消费者购买球会会籍动机的主要动机,不同自我概念消费者购买球会会籍动机的差异表现在家庭自我型消费者与交际自我型、表现自我型消费者之间存在显著差异。     

Consumer behaviour in restructured electricity markets

With many electricity markets around the world now open to retail competition, it is increasingly valuable to understand the attitudes, motivations and behaviour of residential electricity purchasers. Drawing upon two sets of survey results from an Ontario (Canada) community, this paper answers two questions. First, what ‘kinds’ of people are more or less likely to switch electricity supplier? Secondly, what motivates those who are more or less likely to switch electricity supplier? After answering these questions, the paper advances marketing strategies for new retail electricity suppliers and proposes business plans for established municipal electric utilities. Copyright © 2004 Henry Stewart Publications Ltd.     

Consumer knowledge and use of country‐of‐origin information at the point of purchase

This paper reports an investigation of American and Canadian consumer acquisition and/or knowledge of the country of origin of products at the time of purchase. Consumer knowledge of the country of origin of purchased products was tested as purchasers left the cash register. If the purchaser knew the country of origin of the product just purchased, they were further questioned to discover the role such knowledge might have played in their choice between alternatives. More than 93 per cent of 1,248 purchasers intercepted at the cash register had not acquired while shopping, or did not know from prior experience, the country of origin of a product they had just purchased. Of the 91 (6.5 per cent) who had acquired or knew the country of origin of a product they had just purchased, only 27 (2.2 per cent of the total) indicated that their knowledge of the product's country of origin possibly might have played a role in their product choice. These findings reveal that the country of origin of products is not an important attribute in the choice processes of the great majority of North American consumers. Confirmation of these findings by replication with less obtrusive and more externally valid measures of consumer acquisition and use of product information prior to purchase is needed. Copyright © 2004 Henry Stewart Publications.     

内隐社会态度的矛盾现象研究

内隐社会态度的矛盾指个体可同时存在对同一对象内隐的积极的和消极的评价。研究采用1AT方法,证明内隐社会态度存在着矛盾现象,并探索这种现象存在的证据,并试图整合态度作为“预存评价”和“背景依赖性结构”的观点．以探讨内隐社会态度的本质。     

互联网成瘾者内隐网络态度及其干预研究

内隐互联网态度是个体对网络内隐的、自动化的心理倾向。研究发现,网络成瘾者持有对互联网积极评价的内隐态度．这种评价可以通过阈下评价性条件反射技术有效改变．通过对IAT、效应的考察表明,网络成瘾者内隐态度具有稳定性和易变化性特点,内隐矛盾态度(AIA)可能是提供解决该问题的整合性视角。     

Disagreement, Ambivalence, and Engagement: The Political Consequences of Heterogeneous Networks

Individuals with similar political orientations may find themselves in dissimilar social and political surroundings, with important consequences for the flow of political information among citizens. Analyses of data from the post-election survey of the 1900 National Election Study show that some individuals reside within extensive networks of political discussion and communication, whereas others are politically isolated. With respect to presidential candidate preference in 1900, some citizens in networks were surrounded by discussants who agreed with their preference, others by discussants who held ambiguous and undetermined preferences, and still others by discussants who held politically divergent preferences. These preference distributions have various implications for the formation of political opinion and for levels of political engagement and turnout.     

Ambivalence, Uncertainty, and Processes of Candidate Evaluation

The on-line and memory-based processing models of candidate evaluation can be better understood by incorporating the concepts of ambivalence and uncertainty, both as subjective feeling states and as objective properties of information. An experiment was designed to address three questions: What are the relationships between ambivalence and uncertainty? What are the informational foundations of subjective ambivalence and uncertainty, and to what extent are they rooted in on-line (time of exposure) and memory-based (time of judgment) processes? What are the consequences of ambivalence and uncertainty for candidate evaluation? The results suggest that (1) subjective uncertainty is more strongly rooted in information about the candidate than is subjective ambivalence; (2) subjective uncertainty and (to a lesser extent) ambivalence are associated with an increased propensity to engage in memory-based processing; and (3) subjective ambivalence and uncertainty result in more negative evaluations, particularly among less sophisticated people. These results suggest ways in which the on-line and memory-based models might productively be combined.     

Targeting a niche market of pet owners: consumer evaluation of a mobile veterinarian's service concept

The veterinary care service industry in the USA is projected to continue its growth during the next decade, primarily due to increasing numbers of pets and rising consumer expenditure for pet medical care. The increasing demand for pet care has spawned a proliferation of traditional and non‐traditional veterinary services. There is a need to examine the market potential for new veterinary services. A concept test among 150 target consumers is used here to provide an evaluation of a non‐traditional veterinary service—mobile veterinary care for small companion animals. Although using a vet who makes house calls would require a change in consumer behaviour, the findings indicate that the service concept is appealing to a niche market of pet owners who desire more service convenience and are willing to pay for it. Educating more consumers about the service benefits may broaden its appeal. Copyright © 2002 Henry Stewart Publications Ltd.     

On fascination and fear of annihilation

In this paper fascination phenomenologically is described as a state of radically being captured by an imposing object. What is left of the impoverished and paralysed subject clings to the exclusive fascinating object. Fascination is the eye of the storm of extreme ambivalence towards an exclusive object: being the only remaining object it is necessary for living in an object world, but at the same time it is threatening to life by absorbing the subject totally. So the subject is sucked in by a yet frightening object. From a metapsychological point of view fascination is understood as the congealed result of excessive projective identification and a strong confusional state connected with it: the subject empties itself so much in the object that it comes to stand for the subject. The fascinating object embodies in a condensed way – as a special form of a bizarre object – split off unconscious threatening material. So fascination is linked to the Kleinian theory of anxiety. Two clinical vignettes illustrate how states of fascination can be understood as an ultimate defence against unconscious menacing material welling up. The hypothesis is developed that fascination points to a revelation of fundamental psychic truth that promptly cramps the subject because the reintegration of it is felt as annihilating. In the vignettes this takes the form of a ‘transformation in hallucinosis’. Fascination is at the same time ‘the moment of truth’ and possibly a serious obstruction of the analytic process. This unconscious truth seems to concern primitive ‘superego violence’. The challenge consists in thawing the frozen fascinating object by linking it to other material.     

Seeing faces: The role of brand visual processing and social connection in brand liking

This paper investigates how brands—through visuals—can fill a void for consumers experiencing a lack of social connection. Using psychometric measures and mock advertisements with visuals of human faces and non‐faces, Study 1 shows that seeing faces relates to greater brand liking with processing fluency mediating, and individual loneliness and tendency to anthropomorphize moderating the effect. Study 2 replicates findings with other‐race faces corroborating that fluency but not ethnic self‐referencing underlies the effect. Study 3 complements the psychometric measures of Studies 1 and 2 with eye tracking data to demonstrate that fluency correlates with distinct patterns of attention. Study 4 uses actual brand stimuli to show that effects are robust and extend beyond advertisements. Taken together, the findings show that communicating brand names in conjunction with visuals seen by consumers as human faces can increase brand liking.