矛盾态度的成因与应对

矛盾态度是指个体或群体对某一态度客体同时存在的积极与消极的认知评价和情绪体验。近年来, 学者们从认知、社会、个体差异等角度探讨了矛盾态度的成因, 并指出个体主要使用情绪中心策略、信息加工策略和补偿性策略以应对矛盾态度带来的不适。未来研究需要继续整合矛盾态度的测量方式, 考察矛盾态度在不同文化和不同个体发展阶段的差异, 并进一步深入探索影响矛盾态度与个体行为后果的变量。     

西方消费者研究概述

消费者研究是近年来西方心理学应用研究中一个非常活跃的领域。在近 40年的发展中 ,消费者研究的范围不断扩大 ,数量不断增多 ,质量也不断提高。本文考察了西方消费者研究的发展趋势 ,对比了主要的消费者研究阵营 ,并通过对消费者研究中三个亚领域———社会认知、BDT和后现代消费者研究之间的差异和共同之处的探讨 ,强调了各领域之间有很大的合作空间。     

Placebos and the UK medical research council — and the consumer perspective

The UK Medical Research Council, in order to further its mission of maintaining and improving human health, supports a substantial number of clinical trials on a wide variety of medical questions; some of these trials involve the use of placebos as controls or to maintain blinding. Before providing support, proposed trials are carefully reviewed to assess scientific quality, and to determine whether a placebo is required and is ethical — in addition to ethics review by independent Research Ethics Committees. Some questions such as the choice of placebos in trials in developing countries, in surgical trials and those involving alternative medicine require consideration of additional, specific issues. Involvement of consumers in MRC work has been increasing and includes the establishment of a Consumer Liaison Group; members of this group comment on patient information leaflets for clinical trials, helping to improve patient understanding of trials and ensuring topics like placebo use are explained clearly. Views differ on the value of placebos in clinical care and on their mechanism of action; continuing research is helping to clarify the issues. An earlier version of this paper was presented at an international conference, “Placebo: Its Action and Place in Health Research Today,” held in Warsaw, Poland on 12–13 April, 2003.     

Do dispositional attributions regarding peer endorsers influence product evaluations?

The effect of a peer endorsement advertisement on research participants' attitudes toward the advertised product was examined. An advertisement for a Seiko watch and a questionnaire were administered to participants. The degree of dispositional attributions regarding the endorser's motivation and participants' subsequent attitudes associated with the Seiko watch were measured. In addition, other factors that might affect product evaluation were measured. Whether product evaluation could be accounted for by correspondence bias was investigated. The results showed that the degree of dispositional attributions correlated with product evaluations. There was no correspondence bias. Possible causes for the lack of correspondence bias are discussed and a model suggesting factors accounting for participants' product evaluations is presented.     

移动支付对大学生冲动性消费行为的影响——来自ERP的实验证据

为寻找移动支付影响冲动性消费的电生理证据,实验采用两难选择的虚拟购物任务,通过2(支付方式)×2(产品类型)被试内实验设计,结合ERP技术比较移动支付和现金支付下的冲动消费及相关电生理指标。实验数据显示:(1)移动支付下参与者的购买意愿高于现金条件;(2)对享乐品的购买,移动支付下的购买意愿、购买率高于现金支付,而对实用品两种支付下无差异;(3)决策阶段头皮左侧发现,移动支付下享乐品的LPP波幅正于实用品,而现金支付下二者LPP波幅无差异;(4)N2波幅上存在Buy/No Buy效应。结果表明:移动支付促进了享乐品的冲动性消费,决策阶段左侧脑区的LPP波幅可作为其电生理指标,N2波幅表征买与不买。     

On Not Confusing the Tree of Trustworthy Statistics with the Greater Forest of Good Science: A Comment on Simmons et al.’s Perspective on Pre‐registration

In this commentary on Simmons, Nelson, and Simonsohn (this issue), we examine their rationale for pre‐registration within the broader perspective of what good science is. We agree that there is potential benefit in a system of pre‐registration if implemented selectively. However, we believe that other tools of open science such as the full sharing of study materials and open access to underlying data, provide most of the same benefits—and more (i.e., the prevention of outright fraud)—without risking the potential adverse consequences of a system of pre‐registration. This is why we favor these other means of controlling type I error and fostering transparency. Direct replication, as opposed to conceptual replication, should be encouraged as well.     

A Path to More Enduring Happiness: Take a Detour from Specific Emotional Goals

Although much of consumption behavior is prompted by the pursuit of happiness, enduring happiness remains elusive, since happiness is destined to adaptation. Our research identifies a novel yet simple method of slowing hedonic adaptation from consumption activities: reducing specificity of the happiness goal. We propose that in the realm of happiness, contrary to findings from other domains, having a general (e.g., feeling good) versus a specific (e.g., excitement) emotional goal might hold the key to more enduring happiness. One lab experiment and a longitudinal study demonstrate general (vs. specific) goals expand the breadth of emotions experienced from consumption activities, which in turn impact the top‐of‐mind awareness of the consumption target over time; higher top‐of‐mind awareness of the target allows one to continue to derive happiness from it. Importantly, the happiness advantage of general emotional goals strengthens over time. Given a significant tendency by consumers to pursue specific happiness goals (as three pilot studies reveal), a simple change in the way they formulate their happiness goals could be consequential for consumer wellbeing.     

How a perceived status change increase consumers’ tendency toward consumption through double psychological mechanisms

While previous research has demonstrated that status significantly affects consumer behaviour, most studies have examined objective status rather than perceived status. The present article, therefore, aims to examine how a perceived change in status affects consumers’ status consumption as well as the underlying psychological mechanisms for this behaviour. Study 1 manipulates participants’ perceived status change and measures their tendencies toward status consumption. Results show that both participants undergoing status improvement and those perceiving a threat to their status are more inclined towards status consumption than participants in a control condition. Study 2 manipulates participants’ perceived status change and measures their self‐presentation motivation, self‐compensation motivation, and status consumption tendency. A series of mediation analyses shows that self‐presentation, rather than self‐compensation, mediates the positive effect of status improvement on consumers’ status consumption and that self‐compensation, rather than self‐presentation, mediates the positive effect of status threat on consumers’ status consumption. Results of our studies suggest that consumers who perceive status improvement seek status consumption for self‐presentation purposes, while consumers who perceive status threat seek status consumption for self‐compensation. The article concludes by discussing the theoretical contribution of this research and offering practical suggestions regarding product marketing.     

Modulation of taxonomic (versus thematic) similarity judgments and product choices by inducing local and global processing

Perceived similarity is influenced by both taxonomic and thematic relations. Assessing taxonomic relations requires comparing individual features of objects whereas assessing thematic relations requires exploring how objects functionally interact. These processes appear to relate to different thinking styles: abstract thinking and a global focus may be required to explore functional interactions whereas attention to detail and a local focus may be required to compare specific features. In four experiments we explored this idea by assessing whether a preference for taxonomic or thematic relations could be created by inducing a local or global perceptual processing style. Experiments 1–3 primed processing style via a perceptual task and used a choice task to examine preference for taxonomic (versus thematic) relations. Experiment 4 induced processing style and examined the effect on similarity ratings for pairs of taxonomic and thematically related items. In all cases processing style influenced preference for taxonomic/thematic relations.