广告代言人参与度研究:深层代言还是浅层代言?

有关广告代言人效果、消费者卷入的研究都曾引起学界的重视并已取得了丰硕的成果,然而,代言人在品牌代言时实际参与(卷入)的程度是否影响消费者对其代言效果的认识,当代言不同类别的产品时这种代言效果是否依然存在,此外,消费者的个性特点是否也会影响这种代言效果等仍需要理论上的深入探讨。本文通过2(代言人高参与度/代言人低参与度)×2(高认知需求/低认知需求)×2(享乐型产品/功能型产品)的实验设计,全面、系统地探讨了代言人参与的深浅程度对消费者品牌态度和品牌文化感知的影响,以及消费者认知需求对两者之间的调节作用。结果表明,无论是代言享乐型还是功能型产品,代言人参与程度都会对消费者品牌态度和品牌文化感知有显著的影响,而且消费者对于明星代言享乐型产品的品牌态度显著高于功能型产品。特别地,这种作用还受到消费者认知需求水平的影响。即当消费者认知需求水平高时,名人参与代言的程度会对其品牌态度造成积极的正向的影响;而当消费者认知需求水平低时,名人参与代言程度则不会对其品牌态度造成显著影响。     

Subjective well-being,social buffering and hedonic editing in the quotidian

A previous study on the relationship between subjective well-being (SWB) and hedonic editing—the process of mentally integrating or segregating different events during decision-making—showed that happy individuals preferred the social-buffering strategy more than less happy individuals. The present study examined the relationship between SWB, social-buffering and hedonic outcomes in daily life. In Study 1, we used web-based diaries to measure the frequency with which individuals utilised social and non-social buffers as well as daily levels of happiness. Consistent with the previous finding, happy individuals utilised social buffers more frequently than less happy individuals. Interestingly, the utilisation of social buffers had a positive effect on daily happiness among all participants, regardless of individuals’ levels of SWB. In Study 2, we found that although the use of social buffers yielded similar effects across groups on online evaluations of events, happy individuals showed a positive bias in global evaluations of past events. This finding suggests that how one construes and remembers the outcomes of social buffering may shape the different hedonic editing preferences among happy and less happy individuals.     

Jungian approach to human aggression with special emphasis on war

Cross-cultural and interdisciplinary agreement as to the universality of aggressive behavior and warfare is compatible with Jung's [(1959): “The Archetypes and the Collective Unconscious. The Collected Works of C. G. Jung, Vol 9, Part I, Para 3.” London: Routledge] theory of archetypes functioning as components of the human collective unconscious. Jungian formulations involve a phylogenetic view of psychic phenomena since archetypes are conceived as neuropsychic entities which evolved through natural selection. It is argued that the banding together of young males for the purpose of aggressive pursuits such as hunting, intergroup conflict, and warfare is a biologically transmitted propensity mediated by archetypal structures in the human brain-psyche. Universally apparent patterns of affiliative and hostile behaviors are linked to Chance's [(1988): “Social Fabrics of the Mind.” London: Lawrence Erlbaum Associates] hedonic and agonic modes and seen as later ontological expressions of archetypal structures responsible in childhood for formation of bonds of attachment to familiars and avoidance and wariness of strangers. Erikson's [(1984): Yale Review 73(4): 481–486] concept of pseudospeciation is associated with Jung's concept of shadow projection to elucidate the phenomena of patriotism, xenophobia, national paranoia, Lorenz's [(1966): “On Aggression.” London: Methuen & Co.] “militant enthusiasm,” propaganda, and mobilization for war. Finally, it is argued that peace between nations can be promoted through conscious awareness of archetypally determined patterns of intergroup conflict and a collective resolve not to pseudospeciate our neighbors. © 1995 Wiley-Liss, Inc.     

“Cuts in Action”: A High‐Density EEG Study Investigating the Neural Correlates of Different Editing Techniques in Film

In spite of their striking differences with real‐life perception, films are perceived and understood without effort. Cognitive film theory attributes this to the system of continuity editing, a system of editing guidelines outlining the effect of different cuts and edits on spectators. A major principle in this framework is the 180° rule, a rule recommendation that, to avoid spectators’ attention to the editing, two edited shots of the same event or action should not be filmed from angles differing in a way that expectations of spatial continuity are strongly violated. In the present study, we used high‐density EEG to explore the neural underpinnings of this rule. In particular, our analysis shows that cuts and edits in general elicit early ERP component indicating the registration of syntactic violations as known from language, music, and action processing. However, continuity edits and cuts‐across the line differ from each other regarding later components likely to be indicating the differences in spatial remapping as well as in the degree of conscious awareness of one's own perception. Interestingly, a time–frequency analysis of the occipital alpha rhythm did not support the hypothesis that such differences in processing routes are mainly linked to visual attention. On the contrary, our study found specific modulations of the central mu rhythm ERD as an indicator of sensorimotor activity, suggesting that sensorimotor networks might play an important role. We think that these findings shed new light on current discussions about the role of attention and embodied perception in film perception and should be considered when explaining spectators’ different experience of different kinds of cuts.     

The Net in the Park

Ubiquitous Computing, Pervasive Computing, Physical Computing, Everyware, Tangible User Interface, and the Internet of Things all share the same viewpoint—a viewpoint that sees computers, phones, and game consoles as no longer being the only devices in our environment deemed worthy to embody computation and be connected. Each of these approaches focuses on slightly different aspects of the features and potentialities of the enabling technologies (i.e., Physical Computing focuses on the growing power of microcontrollers; IOT on the increasing influence of tagging systems; Everyware on the pervasiveness of the web through wired and wireless connections, etc.) We understand and place more emphasis on the similarities then the differences among these approaches, and at the same time, we try to address specific human activity issues by exploiting these new enabling technologies and visions. In the paper, we present a project, Wi-roni, that addresses two issues: in-person communication and the added value of being in a given location when accessing a given content. To this end, we considered in some detail the possibilities of three of these enabling technologies: ultrasound sensors, MEMS, and mash-up of Internet application. These technologies were chosen based on the nature of the human activity, and not vice versa. In Wi-roni, an Urban Architecture project located in the La Gora public park in Monteroni d'Arbia, a small village in the province of Siena (Italy), we developed two interconnect solutions: Wi-wave, a column for accessing web audio content in public spaces, and Wi-swing, a children’s swing that tells stories while swinging. These devices represent both the concrete grounds from which to begin to address the abovementioned human activity issues and the playground in which to explore the new, emerging interaction modalities that the enabling technologies could allow.     

Framing and Editing Interpersonal Arguments

Since argument frames precede most other arguing processes, argument editing among them, one’s frames may well predict one’s preferred editorial standards. This experiment assesses people’s arguing frames, gives them arguments to edit, and tests whether the frames actually do predict editorial preferences. Modest relationships between argument frames and argument editing appear. Other connections among frames, editing, and additional individual differences variables are more substantial. Particularly notable are the informative influences of psychological reactance. A new theoretical contribution is offered, connecting argument frame research to Erving Goffman’s frame analysis.     

Yesterday’s Child: How Gene Editing for Enhancement Will Produce Obsolescence—and Why It Matters

Despite the advent of CRISPR, safe and effective gene editing for human enhancement remains well beyond our current technological capabilities. For the discussion about enhancing human beings to be worth having, then, we must assume that gene-editing technology will improve rapidly. However, rapid progress in the development and application of any technology comes at a price: obsolescence. If the genetic enhancements we can provide children get better and better each year, then the enhancements granted to children born in any given year will rapidly go out of date. Sooner or later, every modified child will find him- or herself to be “yesterday’s child.” The impacts of such obsolescence on our individual, social, and philosophical self-understanding constitute an underexplored set of considerations relevant to the ethics of genome editing.     

心理账户基本特征的影响因素

心理账户是指个体对经济行为进行编辑、分类、预算以及评估的过程。心理账户中的基本特征主要包括享乐主义编辑、非替代性和局部账户。这些特征又受到一些因素的影响, 如享乐主义编辑受事件框架和个体差异的影响, 非替代性和预算控制受模糊性的影响, 局部账户受价值原始水平、语义联系程度和评价方法的影响。未来对心理账户的研究需要进一步探讨心理账户特征的普遍性、心理账户的机制及其文化差异。     

心理账户：理论与应用启示

“心理账户”是人们在心理上对结果（尤其是经济结果）的编码、分类和估价的过程,它揭示了人们在进行（资金）财富决策时的心理认知过程。心理账户的理论成果主要集中在“非替代性”的本质特征以及特殊的心理运算规则,心理账户在各个应用领域的研究成果主要包括：价格感知;行为资产组合理论;行为生命周期理论以及消费预算的研究。未来将在多元化研究方法的基础上,开展跨文化研究,对心理账户的内在心理机制和认知规律深入探讨     

A short personal memoir

The history of the formation of the different analytical psychology groups in Britain is briefly described to illustrate the recurring splitting that has taken place throughout the development of the profession of analytical psychology. The author discusses her role as editor of the Journal of Analytical Psychology.