传统媒体上强势品牌广告竞争溢出效应的作用机制及分布规律

由于产品之间存在相互关联性, 一个企业的广告不仅会对本企业产品的市场需求产生促进作用, 而且对其它企业产品的市场需求也会产生一定影响, 这种影响被称为广告的溢出效应。以往研究发现, 强势品牌广告竞争对弱势品牌具有溢出效应, 但该研究仅验证了溢出效应存在, 并未对其作用机制进行深入挖掘。通过实验方法探讨强势品牌广告竞争对弱势品牌的溢出效应的作用机制及边界条件是当务之急, 实验一探讨强势品牌广告竞争对弱势品牌溢出效应的作用机制, 主要包括探讨中介变量和调节变量两个方面的问题。中介变量包括消费者对强势品牌的涉入度、感知产品质量、行业市场份额变化三个变量, 调节变量包括消费者广告态度、消费者任务导向、产品生命周期、产品同质性四个变量。实验二探讨强势品牌广告竞争对弱势品牌的溢出效应的整体分布规律, 包括产品成长期和成熟期两个时期的溢出效应分布规律。研究将揭示强势品牌广告竞争的作用机制和整体分布规律, 有利于丰富溢出效应理论和广告效果理论。     

Measuring adaptability demands of jobs and the adaptability of military and civilians

Jobs within the military and in civil society differ in character and requirements. It is assumed that differences in job types both within civil and military domains require different dimensions of adaptability competency. The present study investigates this assumption. The Dutch Adaptability Dimensions And Performance Test (D-ADAPT) was used to measure both the adaptability demands of jobs, and of self-assessed adaptability competency of employees. In addition, the predictive value of certain personality traits (openness, neuroticism, and conscientiousness) and other relevant personal characteristics (cognitive flexibility, learning goal orientation) on various adaptability dimensions was explored. Military personnel were found to estimate their adaptability competency as higher than civilians did. With respect to the civilian jobs, the adaptability demands varied across job types. This was not found in the set of military jobs, possibly due to a smaller variety of jobs included. This study also shows that a variety of personal characteristics predict different dimensions of adaptability. Cognitive flexibility was found to be the best predictor for adaptability in general. Openness turned out to be a good predictor within the civilian group, whereas neuroticism was a better predictor within the military group. Results of this study contribute to a better understanding of work adaptability and influencing personality characteristics. Practical implications for selection and training of personnel can be derived, based on the acquisition of adaptability competency that matches the type of job.     

阈下特征框架效应心理机制初探

特征框架效应是指当分别以积极框架和消极框架来描述给定情景中的某一事物或事件的关键特征时,一般情况下人们更偏好以积极框架来描述其关键特征的事物或事件的现象.本研究通过2个实验验证了阈下特征框架效应的存在及其产生机制.实验一发现,阈下特征框架效应只在有时间压力下才会产生.实验二发现,被试对与框架类型一致的词汇判断的反应时比对与框架类型不一致的词汇判断的反应时更快,这在一定程度上说明特征框架效应的产生是因为框架激活了与框架一致性的信息,起到了语义启动的作用,从而导致被试判断任务的评定值偏向该框架类型.     

通货膨胀、通货紧缩和产品类型对货币幻觉的影响

货币幻觉是指经济交易活动中,人们因倾向于以货币的名义价值而非实际价值思考从而对其消费和投资行为造成影响的一种认知偏差。本研究探讨了在通货膨胀和通货紧缩下以及产品类型对货币幻觉程度的影响。研究发现,在通货膨胀或通货紧缩下,大部分被试判断经济状况时不受货币名义价值的影响,而判断快乐程度和离职意向时受到货币名义价值的影响;在相同的涨价幅度下被试对日常消费品和昂贵消费品涨价幅度的判断差异显著,昂贵消费品引起人们更高程度的货币幻觉。     

The Dracula killer: A psychobiographical illustration of the Schahriar syndrome model for serial murder

This psychobiographical study of Richard Trenton Chase (1950–1980), a serial murderer, has the aim to uncover the psychic mechanisms characteristic of his functioning. The study included primary and secondary data sources. All materials collected and analysed, were published and publically available. The Schahriar syndrome model served as the conceptual framework for data framing and interpretation. Findings suggest that Chase exhibited five primitive psychic mechanisms namely: omnipotence, sadistic fantasies, ritualised performance, dehumanisation and symbiotic merger. The Schahriar syndrome model has utility to explain the psychological functioning of a serial murderer.     

The effect of goal activation on the evaluation of hybrid products1

A hybrid product (i.e. a multifinal means) is connected with goals relevant to the key functionalities best served by the product categories constituting the product. Given that single‐ or multiple‐category inference for a hybrid product can be elicited in individuals, we propose that single‐ (vs. multiple‐) category inference can lead to a relatively higher preference for the hybrid product if only one of the key focal goals that the hybrid product can satisfy is activated. We also explore whether the evaluation of a hybrid product in single‐category inference will reflect valuation and/or devaluation effects if only one of multiple key focal goals attached to the hybrid product is active.     

不同认知成分在图形推理测验项目难度预测中的作用

理解项目难度变异的来源是实现计算机自动化项目生成的第一步。通过文献综述, 总结出影响图形推理测验项目难度的四个方面的因素, 再通过操控构图元素熟悉性、属性的抽象性、知觉组织的和谐性以及规则类型与数目这些因素, 编制8套图形推理测验, 共包含112个与高级瑞文推理类似的项目。采用铆测验等值设计, 在每套测验中嵌入10个高级瑞文推理测验项目为铆题, 通过网络施测于6323名被试。使用BILOG MG估算项目参数, 并使用IRTEQ进行测验等值, 将后七套测验上所有项目的项目参数都转换到第一套测验的单位系统上。以项目难度为因变量, 项目题干特征变量为预测变量进行回归分析, 结果发现这四个因素均对项目难度有显著预测作用。优势分析的结果显示记忆负荷(即规则类型与数目的组合)是项目难度的最重要的预测变量, 其他依次为属性的抽象性、知觉组织的和谐性和构图元素熟悉性。     

The Relation of Personal Epistemology to Parenting Style and Goal Orientation in College Mothers

This study sought to establish the relevance of mothers’ epistemic beliefs to their parenting style and preferred academic goals for their child. College mothers (N = 163) from primarily working class families completed a variety of self-report measures including a modified version of Schommer’s [(1990). Journal of Educational Psychology, 82, 498–504] Epistemological Beliefs Questionnaire, the Parental Attitudes Questionnaire-Revised [Reitman, Rhode, Hupp, & Altobello (2002). Journal of Psychopathology and Behavioral Assessment, 24(2), 119–127], and several goal orientation scales. Results indicated that a view of learning as effortful and under the learner’s control and a view of knowledge as actively constructed were associated with an authoritative parenting style and with a preference for their child to focus on learning, improvement, and effort in approaching academic tasks. By contrast, a view of learning as quick, straightforward, relatively passive and as based in innate constraints and a view of knowledge as consisting of discreet, unambiguous facts were associated with authoritarian and permissive styles and the adoption of performance goals for one’s child. Portions of this study were presented at the annual meeting of the Society for Research in Child Development in Atlanta, April, 2005.     

On the matrix formulation of Kaiser's varimax criterion

The author provides a full-fledged matrix derivation of Sherin's matrix formulation of Kaiser's varimax criterion. He uses matrix differential calculus in conjunction with the Hadamard (or Schur) matrix product. Two results on Hadamard products are presented.     

物体类型与大脑投射位置对运动物体识别中再视效应的影响

本实验以单侧视野投射和似动技术研究再视效应与刺激类别、大脑投射半球的关系。实验采用完全的被试内设计 ,共有 1 6名被试参加了实验。实验结果分析表明 ,图形、英文字母和汉字三种刺激材料的命名反应时之间有显著差异。再视效应在三种刺激类型中均存在且无大小差异 ;由于刺激集较小 ,启动效应值较小 ,但在三种刺激类型之间却差异显著。这一结果证实了再视效应与启动效应在机制上的差异性。再视效应是物体特异性的 ,仅与物体的时空连续性有关 ;启动效应则与物体的具体特征和语意关系有关。由于本实验中采用实验范式的限制 ,大脑半球投射位置对再视效应和启动效应的影响较为复杂 ,在本文的总体讨论中 ,提出了目标刺激加工半球、启动、再视机制对反应时和启动、再视效应大小影响的综合矩阵 ,对实验结果进行了较为满意的解释 ,并进一步证实了再视机制的时空特征。