Facets of country image and brand equity: Revisiting the role of product categories in country‐of‐origin effect research

The country‐of‐origin effect is a topic central to the field of international marketing. Country of origin has been found to exert a particularly potent effect on consumer evaluation in situations where there is a strong link between a country and a particular product category. The present study provides further insight into how this particular effect can be understood. Drawing on a novel conceptualization of how country image and product categories interact, this study tested the relative evaluative relevance of product category with respect to estimates of brand equity across a variety of product categories. The findings suggest that facets of a country's image that are more closely related to the evaluation situation exert a greater influence on the evaluation of brands. This result encourages scholars as well as practitioners to re‐evaluate which situations might cause the country of origin effect to hold managerial relevance and paves the way for new paths toward a more comprehensive understanding of the effect. Copyright © 2015 John Wiley & Sons, Ltd.     

Making sense of positive self‐evaluations in China: The role of sociocultural change

Recent research points to Chinese people's elevated tendency to make positive self‐evaluations, despite the general claim that East Asians do not self‐enhance. We present three studies in support of a novel prediction that sociocultural change in China plays an important role in augmenting self‐enhancement. We operationalized self‐enhancement primarily in terms of the better‐than‐average effect (BTAE) and accounted for trait desirability or importance. We found that: (i) compared with Chinese Canadians, Chinese showed a stronger BTAE; (ii) within the Chinese, identification with contemporary Chinese culture uniquely predicted a stronger BTAE; and (iii) priming contemporary (vs. traditional) Chinese culture led to a stronger BTAE. Finally, we provided further evidence that motivation, in part, underlies the rising Chinese BTAE. We conclude by discussing the importance of both socioeconomic and cultural perspectives for understanding how and when of self‐enhancement in contemporary China and other societies undergoing social change.     

Divided attention enhances explicit but not implicit conceptual memory: an item-specific account of the attentional boost effect

The Attentional Boost Effect (ABE) refers to the counterintuitive finding that words encoded with to-be-responded targets in a divided-attention condition are remembered better than words encoded with distractors. Previous studies suggested that the ABE-related enhancement of verbal memory depends upon the activation of abstract lexical representations. In the present study, we extend this hypothesis by embedding it in the context of a broader perspective, which proposes that divided attention in the ABE paradigm affects item-specific, but not relational, processing. To this purpose, we examined the ABE in the matched tasks of category-cued recall (CCRT: explicit memory) and category exemplar generation (CEGT: implicit memory). In addition, study time was varied (500, 1500 or 4000?ms), to further determine whether the attentional boost manipulation could influence late-phase elaborative processing. In agreement with the predictions of the item-specific account, the results showed that exemplars encoded with targets were recalled better than exemplars encoded with distractors in the CCRT, but not in the CEGT. Moreover, performance in the CCRT increased with study time, whereas the size of the ABE-related enhancement tended to decrease, further confirming that this effect hinges upon early phase encoding processes.     

Career exploration via cooperative education and lifespan occupational choice

Career exploration by Antioch College students who graduated between 1946 and 1955 (N=73) was studied to determine relationships between the occupational categories of cooperative education jobs taken in college (obtained from a campus archive) and subsequent work histories (obtained from surveying the graduates at about 70 years). Five hypotheses were tested. Results supported four of the hypotheses, with partial support for the fifth. Co-op jobs taken by the sample represented each of 23 occupational classifications, and most graduates took post-graduate jobs in occupational functions and contexts they had explored as co-op students. High levels of individuality in use of the co-op program and in career paths were found. Four co-op-to-career patterns were described, based on the degree to which functions and contexts were explored during college and career; a case study was included to exemplify each pattern. Gender differences were revealed in the patterns, but not the group data. Job context was particularly important in defining these patterns. Implications for research and practice were discussed tentatively, however given the lack of a control group, characteristics of the study sample, and particularities of the historical era studied, the ability to generalize beyond the study sample is limited.     

Category clustering calculator for free recall

The free recall measure is one of the most popular measures in memory research. Using this measure, researchers can assess not only the amount of recall but also the strategy participants used to recall the material. Category clustering is a strategy participants often use when the input list is categorized. Unfortunately, computing category clustering measures is laborious. The present paper introduces a calculator that computes these measures for each participant using a platform that is accessible to most researchers in an attempt to make these measures more user-friendly.     

拓展后的GGUM在LOT-R中的适用性分析

该研究对拓广等级展开模型（GGUM）进行了拓展,取消GGUM中关于主观反应类别阈限对称的假设,并将拓展之后的新模型和GGUM同时用于生活取向测验修订版（LOT-R）的被试反应数据分析,采用新编的单项目、两项目对和三项目组χ2/df计算程序计算和比较新模型和GGUM在该测验数据上的拟合差异。结果显示,新编程序与Stark等人开发的MODFIT程序具有同样的有效性,新模型在这些指标上的值显著小于GGUM,并且均小于3,表明新模型较GGUM更适合于分析LOT-R的反应数据,说明新模型更适用于分析具有多个评定等级的人格测验数据。根据以上结果,该研究认为,未来人格测验的数据分析应该使用没有对主观反应类别阈限进行对称限定的新拓展的模型更合理。     

不熟悉材料伴随熟悉类别标签时儿童的归纳推理

对呈现在儿童面前的不熟悉的材料用儿童熟悉的、各不相同的类别标签命名之后,使儿童面临知觉相似和类别冲突的情形下,研究了儿童的归纳推理及其发展。研究结果显示,在此情形下,5岁儿童的归纳推理主要是基于知觉相似的,7岁儿童基于知觉相似和基于类别的归纳推理之间差异不显著,11岁儿童则主要基于类别进行归纳推理。     

知道与不知道要学多少：类别学习中样例量的预期作用

采用“5/4模型”类别结构探讨了类别学习中样例量的预期作用。设置了两种学习条件(“知道样例量”和“不知道样例量”), 分别探讨两种学习条件下的学习效率、学习策略以及所形成的类别表征。106名大学生参加了实验, 结果表明：在类别学习中, 样例量的预期作用显著, 知道样例量组的学习效率高于不知道样例量组; 样例量的预期作用对类别学习效率的影响是通过影响学习过程中使用的策略来实现的; 样例量的预期作用不影响两种学习条件的学习后形成的类别表征, 且两种学习条件的被试自始至终表现出样例学习的表征模式。     

基于面孔知觉的刻板印象激活两阶段模型

从个体建构研究视角出发, 考察了基于面孔知觉的刻板印象激活过程。实验一比较了性别分类判断、启动范式以及同时呈现范式下刻板印象匹配性判断三者所用反应时的差异, 结果发现, 后者显著地大于前二者, 且等于前二者之和; 面孔倒置呈现使同时呈现范式下刻板印象匹配判断的反应时和错误率显著增大, 但其对启动范式中刻板印象匹配判断的反应时和错误率没有影响。实验二基于同时呈现范式, 通过不同程度的面孔变形来操纵性别类别提取的难度, 更精确地探讨了基于面孔知觉的社会类别信息提取过程对刻板印象激活的影响, 结果表明, 随着从面孔中提取类别信息难度的增加, 刻板印象激活所用的反应时也逐渐增大。研究结果证实了研究者所提出的刻板印象激活两阶段模型, 即基于面孔知觉的社会类别提取阶段和刻板印象信息激活阶段, 证实社会类别激活和刻板印象信息激活是两个分离的过程, 以社会类别信息提取为目的的面孔知觉对刻板印象的激活有显著影响。     

反馈延迟与掩蔽类型对知觉类别学习的影响

通过两个实验探讨反馈延迟与掩蔽类型对知觉类别学习的影响。实验1光栅掩蔽条件下,采用2（类别结构：基于规则vs.信息整合）×2（延迟反馈：500vs.3000ms）被试间实验设计,实验2采用同样的实验设计,保持延迟反馈时间不变,但改掩蔽类型为黑屏掩蔽。结果发现：（1）光栅掩蔽条件下,反馈延迟削弱信息整合类别结构的成绩,不影响基于规则类别学习,内隐外显类别结构之间存在分离效应。（2）黑屏掩蔽条件下,信息整合与基于规则类别结构的成绩均不受到延迟反馈的影响,分离效应消失。实验说明“无关因素”掩蔽影响知觉类别学习,知觉噪音与标准噪音在反馈延迟影响知觉类别学习中起到重要作用,COVIS模型理论关于延迟反馈时间影响知觉类别学习的解释具有局限性。