When distorted logos are recognized as original? The role of the DRM procedure in detection of immediate and delayed consumers’ errors

IntroductionTo deal effectively with the market, one must create a distinct logo from competing logos. However, it is not uncommon that similarities between logos of various companies are enough to mislead consumers. This paper shows how the DRM paradigm as well as prototype theories can be used to investigate correct and erroneous recognitions of distorted familiar and unfamiliar logos in short- and long-term memory.MethodThe modified hybrid DRM procedure was adopted to test brand images that were distorted but perceptually similar. Participants performed the experimental task in which short- and long-term memory for logos were tested.ResultsThe results demonstrated no difference in memory performance between familiar and unfamiliar logos after a short delay. However, a discrepancy between recognizing both types of logos arose in long term memroy toward more errors for familiar images.ConclusionsThe results confirm that the DRM procedure can be successfully used by marketers as a potential tool in either detecting unfair competition or launching new brands.     

基于用户动态信息加工的信息流广告回避机制与重定向策略

信息流广告飞速发展的同时用户广告回避愈发普遍,然而传统广告回避结论无法平移到该情境。本研究基于用户动态的信息加工视角,试图探讨(1)动态信息加工状态下(收敛式vs发散式)产生广告屏蔽和广告跳过行为的内在机制;(2)采用归因引导重定向策略,挖掘用户屏蔽广告的“残留效应”所带来的信号价值;(3)采用广告凸显重定向策略,突破用户跳过广告的“学习效应”造成的负面影响。丰富现有理论的同时,为信息流广告的响应式优化提供理论和决策支持。     

刷屏的原理：在线内容的病毒式分享机制

通过社交网络发布优质在线内容以引发消费者的主动分享从而使该内容像病毒一样传播开来的营销方式被称为病毒式营销。在线内容的病毒式分享机制主要包括内容特征、心理动机、情绪反应、情境因素以及个体特征这五个方面, 可以为品牌和自媒体有效提高在线内容的分享转发率提供系统的理论指导。未来研究需要进一步探索某些具体情绪的作用机制, 识别出更多本土背景下的情境因素, 关注病毒式营销的效果评估和心理行为后果, 并采用更加多样化的研究方法。     

亲社会视频游戏中的合作对博弈决策中合作行为的影响

以38名大学生和研究生为被试,采用Chicken Game实验范式测量合作行为,考察了单人和双人合作模式游戏后,性别和游戏习惯对玩家在博弈决策中合作行为的影响。结果表明：（1）双人合作模式游戏可以促进玩家在博弈决策中的合作行为;（2）双人合作模式游戏后,男玩家（相比女玩家）在博弈决策中的合作行为更多;（3）玩游戏的习惯影响博弈决策中的合作行为,相比于经常习惯与现实朋友玩游戏和独自玩游戏的玩家,经常习惯与网友玩游戏的玩家在双人合作模式游戏后的合作行为更多。本研究不仅证实了一般学习模型,也证实了亲社会合作类视频游戏可以有效促进博弈决策中的合作行为。     

Nostalgia reconsidered

Nostalgia is standardly assumed to be directed towards the past, to involve some salient feeling of the irretrievability of the past, and to be directed towards the memory of an event. In this paper I argue that none of these standard assumptions hold. I use a time-traveller example to demonstrate that nostalgia is not essentially past-directed. Once nostalgia is prised from the objective past, we can examine the other purported conditions, making space for the conclusion that the felt irretrievability of the past is not the necessary feature of nostalgia that we assumed it to be. I then argue that the notion that nostalgia is directed towards the memory of an event is misguided. Finally, I distinguish two routes to nostalgia and, with this distinction in place, argue that nostalgia is neither essentially time nor place directed. Nostalgia is simply change-directed.     

普世伦理如何可能

本文是我对同一主题探究的继续：关于建构普世伦理的方法论问题。基于一种“弱伦理模式”或低度普世化的立场,我主张通过由多元文化对话到公共理性共识的文化解释一理性推理之二维平行求证方式,寻求道德共识,从而建构一种低限度的可行的普世伦理。我承认并重视多元宗教作为普世伦理之文化价值资源的重要意义,但质疑任何以宗教作为普世伦理之基础的“强伦理模式”,甚至也不相信通过“弱宗教模式”来建立普世伦理的实际可行性。在文化多元、政治多极和经济利益主体多样化的实际条件下,建立一种“弱伦理模式”的普世伦理是惟一可以合理期待的。     

Confirming satisfaction as an attitude within the service‐buying process

This paper presents research that uses cognitive and affective semantic differential scales to construct an attitude measuring instrument to be used in the services domain in the context of long applications to buy a service. The scales measure ‘Attitude to the Application Process’ (AAP) which represents satisfaction, as an internal ‘buying process’ attitude, which moderates the buying intention. Data collected over a three‐year period between 1996‐9, was analysed using exploratory and confirmatory factor analyses. The results provide evidence of a robust and useful cognitive scale. Although there were anomalies in the exploratory and confirmatory analysis of the affective scale, a robust scale is presented which represents either one or two factors. The whole measuring instrument of 14 items was developed as a means to access applicant attitudes during the application process to university — an extended and extreme application situation for first‐time consumers. The results identify that the instrument is sound and can be used in its original or modified form, depending on the context of the service‐process monitoring situation. The scales represent aspects of attitude not dealt with extensively in the literature and measure the perception of the application process as simple, open, friendly and helpful. These aspects of satisfaction mirror three attributes of service quality: assurance, responsiveness and empathy identified in previous research. Copyright © 2001 Henry Stewart Publications.     

运动性心理疲劳问题的研究现状

通过对运动性心理疲劳概念和检测评价方法等问题的国内外研究现状及其局限性和不足进行的综述讨论,作者分析指出目前关于运动性心理疲劳问题的有关研究成果满足不了中国训练体系下训练实践的需要,提出有必要系统进行运动性心理疲劳问题的实证研究。就心理疲劳问题的研究方向和研究切入点,作者认为应综合开展运动性心理疲劳神经生理与心理机制的探索性研究。研究的主要切入点包括：（1）研究建立适合中国运动训练体制与环境的运动性心理疲劳概念,构建运动性心理疲劳概念模型;（2）基于此模型研究建立多维检测评价方法系统和运动性心理疲劳问卷。研究过程中要将神经生理方法与心理测量、行为观察等方法结合起来同步测量,在训练过程中开展纵向追踪与横向调查综合性的实证研究     

注意在短时距估计中的作用

注意一直是时间知觉研究的一个重要问题。本文综述了研究已经取得一些较为一致的结果：在双任务程序中对时间任务的注意越多,时距估计越准确;在单一任务中对目标刺激的时间属性注意越多,对该刺激的持续时距估计越准确;在时间导向任务中,个体可以有效地、主动把注意导向未来的某段时距,那么将对出现在那个时刻的刺激做出更好的反应。最后,讨论了现有研究中存在的、以及今后研究中需要着重考虑的问题。