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 psychodynamic of panic attacks: A useful integration of psychoanalysis and neuroscience1

This article tries to explain, in the light of some neuroscientific and psychoanalytical considerations, the repetitive pattern of panic attacks. Freud considered the panic attack as an ‘actual neurosis’ not involving any conflictual process. Recent neuroscientific findings indicate that psychosomatic reactions, set off by a danger situation, depend on the primitive circuit of fear (including the amygdala) characterised by its speed, but lack accurate responses and may also be activated by harmless stimuli perceived erroneously as dangerous. The traumatic terror is stored in implicit memory and may be set off by a conditioned stimulus linked to a previous danger situation. In the panic attack, the traumatic event is created by the imagination and this construction (a micro‐delusion), built in loneliness and anxiety, has the same power as the real trauma. A mutual psychosomatic short‐circuit between body and psyche, in which terror reinforces the somatic reactions and the psychic construction, is established. Therefore, it is important to highlight these constructions in order to analyse and transform them. In the second part of the article the author reviews the main psychoanalytical theories about panic attacks, stressing how, in his opinion, panic attack is a consequence of the breakdown of the defence organisation at various levels and may appear during periods of life crisis. Two patients suffering from a deficit of personal identity are presented. The various organisations and the different levels (biological, neuroscientific, associative, traumatic) of the panic attack determine different kinds of therapeutic approaches (pharmacological, cognitive and psychoanalytical). While the psychopharmacological treatment is aimed at reducing the neurovegetative reaction and the cognitive method is attempting to correct the associative and perceptive processes of fear signals, psychoanalytical therapy represents both a specific means to free patients from panic attacks as well as an indispensable route for their emotional growth.     

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.     

Populism and religion: On the politics of fear

Our societies of fear go along with an increase of populist movements in politics. This article explains the basics of populism and shows how easily it joins highly likely political friend‐enemy patterns. Anthropologically, we have to deal with parochial altruism undergirded by a static type of religion. A further step deals with the relationship between politics and fear by referring to terror management theory and its insight into the relationship between mortality and fear. The concluding part addresses ways out of fear and in what way a dynamic type of religion helps to avoid scapegoating and political enmity.     

远期恐惧记忆再巩固更新机制的线索选择性特点

已有动物和人类研究均表明, 通过记忆的再巩固更新机制能有效削弱新形成的条件性恐惧记忆(1天), 并且存在线索选择性特点。然而创伤后应激障碍(PTSD)往往在形成相当一段时间后才能得到治疗, 且现实生活中人们通常一次习得对多个线索的恐惧。因此找到针对多线索创伤记忆的有效治疗方法显得尤为重要。目前未有人研究远期恐惧记忆的再巩固更新机制是否存在线索选择性特点。为探究远期恐惧记忆(>7天)的再巩固更新机制是否同样存在线索选择性特点, 本研究采用被试内实验设计, 以皮肤电作为恐惧反应指标, 多个线索作为条件刺激进行恐惧习得, 习得14天后给被试单独呈现一个线索进行恐惧记忆提取, 10分钟后进行消退训练, 24小时后对不同线索进行自发恢复测试。结果显示：未提取线索的自发恢复程度显著高于提取线索。说明远期记忆(14天)的再巩固更新机制同样存在线索选择性特点, 并确认了提取消退作为一种行为手段对远期恐惧记忆再巩固进行干预的有效性, 对临床干预具有一定指导意义。     

Gender and Risk in Public Performance

The scarcity of women as contestants on the nationally televised quiz show Who Wants to Be a Millionaire provided the impetus to study gender and risk. In three simulated studies we investigated perception of risk and decision making about whether to engage in a televised public performance. Gender differences consistent with the risk assessment literature were found. Women considered going on the show to be more personally risky, were more concerned about doing poorly in public, and were less likely to risk entering their names. Results were discussed in terms of motivation to avoid negative social consequences. Implications of the findings for women's participation in public life are discussed.     

条件性恐惧泛化的性别差异

恐惧的过度泛化是焦虑障碍的核心症状之一, 表现为患者对与原危险刺激极不相似的中性刺激也有着较高强度的恐惧反应。临床上, 女性比男性更有可能患焦虑障碍, 因而对恐惧泛化进行性别差异研究可以为解释女性有着更高焦虑障碍发病率提供新的角度, 同时为临床治疗提供参考。本研究采用辨别性条件恐惧范式, 以主观预期值和皮电反应值作为测量指标, 从行为和生理两个层面对条件性恐惧泛化程度和恐惧泛化消退的性别差异进行研究。结果发现, 在恐惧泛化程度上, 未出现显著性别差异。在恐惧泛化消退上, 在主观预期值和皮电反应值两个层面均有着显著性别差异, 具体表现为相较于男性, 女性恐惧泛化的消退更慢, 持续时间更长。研究结果表明, 女性焦虑障碍高发病率的潜在影响因素之一可能在于女性对于恐惧泛化刺激的难以消除。     

失败恐惧对大学生失败学习的影响：一个有调节的中介模型

基于保护动机理论,将经历失败事件的596名大学生作为研究对象,探讨失败恐惧对大学生失败学习的影响机制,分析保护性努力的中介效应与应对导向的调节效应。研究发现：（1）失败恐惧显著正向预测大学生失败学习;（2）保护性努力在失败恐惧与大学生失败学习间起部分中介效应;（3）应对导向在失败恐惧与保护性努力的关系中起调节效应,应对导向越高的大学生,其失败恐惧对保护性努力的正向影响越大。     

线上社交焦虑:社交媒体中的人际负性体验

线上社交焦虑指个体在社交媒体交往情境中感知到的紧张和恐惧等人际负性体验,包含隐私担忧、交往焦虑和负面评价恐惧三个方面。线上社交焦虑可以通过质性分析法、实验诱发法和问卷测量法进行研究。线上社交焦虑既会受到社交媒体自身特点、个体特征因素、网络欺凌和文化因素的影响,还会对个体的心理与行为产生后效。未来研究者需要开发有效的本土化测量工具、探索其形成和作用机制、关注线上社交焦虑悖论以及推动对其干预。     

Predicting Individuals’ Experienced Fear From Multimodal Physiological Responses to a Fear-Inducing Stimulus

Emotions are experienced differently by individuals, and thus, it is important to account for individuals’ experienced emotions to understand their physiological responses to emotional stimuli. The present study investigated the physiological responses to a fear-inducing stimulus and examined whether these responses can predict experienced fear. A total of 230 participants were presented with neutral and fear-inducing film clips, after which they self-rated their experienced emotions. Physiological measures (skin conductance level and response: SCL, SCR, heart rate: HR, pulse transit time: PTT, fingertip temperature: FT, and respiratory rate: RR) were recorded during the stimuli presentation. We examined the correlations between the physiological measures and the participants’ experienced emotional intensity, and performed a multiple linear regression to predict fear intensity based on the physiological responses. Of the participants, 92.5% experienced the fear emotion, and the average intensity was 5.95 on a 7-point Likert scale. Compared to the neutral condition, the SCL, SCR, HR, and RR increased significantly during the fear-inducing stimulus presentation whereas FT and PTT decreased significantly. Fear intensity correlated positively with SCR and HR and negatively with SCL, FT, PTT, and RR. The multiple linear regression demonstrated that fear intensity was predicted by a combination of SCL, SCR, HR, FT, and RR. Our findings indicate that the physiological responses to experiencing fear are associated with cholinergic, sympathetic, and α-adrenergic vascular activation as well as myocardial β-sympathetic excitation, and support the use of multimodal physiological signals for quantifying emotions.