比较广告传播的作用机制及影响因素

比较广告是一种新异但颇具争议的广告形式。研究者们对比较广告的概念和传播效果已有较为统一的认识,新近研究的重点是比较广告传播的作用机制及影响其传播效果的因素。文章从比较广告的传播效果、传播机制和影响因素三方面进行了系统的考察,提出现有研究在机制探讨和影响因素控制上的一些不足,并展望了研究亚文化下比较广告的方向     

Determinants of phrasing effects in rat serial pattern learning

Two experiments investigated how brief pauses introduced into serial patterns as phrasing cues would affect pattern learning in rats. In Experiment 1, a 24-element pattern consisted of eight 3-element chunks, whereas a 20-element pattern consisted of four 5-element chunks. In both patterns, 3.0-s temporal pauses placed at chunk boundaries (synchronous phrasing cues) facilitated learning compared to no phrasing. Cues "out of sync" with pattern structure (asynchronous phrasing cues) facilitated learning for the 24-element pattern and retarded learning for the 20-element pattern. Evidence suggested that in the latter case, 3.0-s pauses served as "blank" trials that induced rats to "skip" to the next serial position in sequence. In Experiment 2, shorter 0.5-s pauses served as phrasing cues in the 20-element pattern of Experiment 1. Synchronous short cues facilitated learning, whereas asynchronous phrasing cues had no effect. Furthermore, removal of synchronous cues produced deficits in performance on formerly cued trials, whereas removal of asynchronous cues had no effect. The results of Experiment 2 support the notion that in both experiments phrasing cues served as discriminative cues and indirectly suggest that rats are concurrently sensitive to pattern element cues, extra-sequence cues (such as phrasing cues), and to the relative timing of sequential events.     

Sequential responding to arabic numerals with wild cards by the chimpanzee (Pan troglodytes)

One adult female chimpanzee (Pan troglodytes) was trained to respond serially to three arabic numerals between 1 and 9, presented on a cathode-ray-tube (CRT) screen. To examine the factors affecting her sequential responding behavior, wild-card items were added to the three-item sequences. When this wild-card item remained until the subject responded to the last numeral (i.e., the terminator condition), her response to the terminator at each point of the sequence was controlled by the ordinal distance between numerals. Thus, the number of responses to the terminator increased as the ordinal distance between numerals increased. When the wild-card item was eliminated by the subject’s response (wild-card conditions), the probability of responses to the wild card before the first numeral increased as a function of the serial position of the first numeral. These results were consistent with previous studies of response time and suggest both serial position and symbolic distance effects. It is suggested that the subject might form the integrated 9-item linear representations by training of possible subsets of three-item sequences. Knowledge concerning the ordinal position of each numeral was established through this training. Received: 27 October 1999 / Accepted: 22 November 1999     

Les pratiques d’evaluation utilisees dans les structures de conseil en recrutement : quelques determinants

Referring to the work of Bruchon-Schweitzer & Ferrieux (1991) and Balicco (1999), the present study describes the recruitment practices of different types of organizations (N=327, 134 consulting companies and 193 temporary placement firms). We hypothesised that job position and recruiter characteristics (sex, age, level and type of education, status, and recruitment experience) would influence the use of selection techniques. Results revealed that choice of selection techniques is not based on a scientific evaluation of applicants. Job position seems to strongly determine use of personality assessment techniques. Further, recruiter characteristics only seem to determine choice of less valid techniques. In the discussion, a theoretical model of choices made by recruiters and some courses of action are proposed.     

权力概念的垂直方位空间隐喻对权力判断的影响

通过两个反应时实验,探讨权力的垂直方位表征对权力判断的影响。实验1发现,当权力词汇出现的位置(电脑屏幕上方或下方)与权力的空间隐喻一致时(高权力词在低权力词上方),相比于隐喻相反时(高权力词在低权力词下方),被试的反应时更短;实验2重复了这一结果,并进一步发现,隐喻一致促进被试的反应,隐喻相反抑制被试的反应。这表明权力的空间隐喻具有心理现实性,会影响权力信息的认知加工。     

数字空间联结的工作记忆机制

大量研究证实数字空间联结是一种稳定存在的表征形式。而关于数字空间联结的机制目前仍存在较大争论,本文在系统整理了大量有关长时记忆"心理数字线"难以解释的研究后,分析总结了工作记忆在数字空间联结中的重要作用。基于多个研究任务分析了工作记忆不同成分,即中央执行、语音环路和视空模板等,在数字空间联结中的重要作用,并系统介绍了对数字空间联结的工作记忆序列位置的解释。总之,数字空间联结的工作记忆机制仍有较多需要解决的问题,具有进一步探索的广泛空间。     

视觉词汇识别中的字符位置编码

在阅读中,为了进行视觉词汇的识别,需要对字符(字母或汉字)的顺序进行编码(位置信息编码)。本文介绍了拼音文字中的字母位置编码模型,包括开放双字母组模型、空间编码模型和重叠模型,综述了拼音文字和中文词汇识别中字符位置信息编码的研究成果,并对汉字位置信息编码研究提出了展望。     

The semantic/episodic distinction: The case for social information processing

The directed-forgetting paradigm was used in order to dissociate episodic from semantic processes in an impression formation task. Results demonstrate that incongruent behaviors are more prone to manipulations that disrupt episodic memory, whereas congruent behaviors are unaffected by such manipulations. The results suggest that the distinction between episodic and semantic memory processes is central for the understanding of social information processing. An explanation is put forward according to which the incongruency effect, a signature effect of impression formation, is due to an episodic encoding advantage for incongruent behaviors because of their semantically isolated nature, and their impoverished semantic encoding.     

中英文对偶词呈现的空间位置对词义记忆的影响

采用即时记忆和延迟记忆任务,考察了双语信息加工对偶词呈现的空间位置对词义记忆的影响,结果表明：（1）对偶词呈现的空间位置对词义记忆存在影响,且这种影响只出现在延迟记忆中;（2）在延迟记忆任务中,变换词对呈现的空间位置,对对偶词记忆的效果要显著地优于固定空间位置条件;（3）对偶词的呈现背景不同对词对记忆没有影响。