努力程度对消费者购买意愿的影响

在日常生活中, 消费者经常面临着各种各样的自我控制问题。当消费者有合适的理由时, 他们会放松自我控制。基于此, 本文经由三个实验探查了消费者努力程度对消费者购买意愿的影响。其中, 实验一和实验二通过操纵被试的相对努力程度, 发现努力会提高人们对于产品的购买意愿, 并且证明负罪感的变化是导致这一影响的内在原因。实验三通过改变产品品类, 证明相对于实用品, 努力对于人们对享乐品的购买意愿的影响更大。     

Social cognitive influences on Mexican Americans’ career choices across Holland’s themes

This study examined several propositions of social cognitive career theory ( [Lent et al., 1994] and [Lent et al., 2000]) with a sample of 393 Mexican American college students. It was hypothesized that person input (i.e., age) and background contextual variables (i.e., Anglo orientation, Mexican orientation, familism, instrumentality, and expressivity) would predict career self-efficacy across Holland’s (1997) six RIASEC types. In addition, we examined the proposed relations between career self-efficacy, career interests, and career choice goal across the six RIASEC areas. Our results indicated that (a) Artistic, Social, Enterprising, and Conventional career models were similar across gender and university affiliation groups, (b) gender differences were found in the Realistic career model, (c) institutional affiliation differences were found in the Investigative career model, and (d) the models were a good fit to the data. Implications for future vocational research and career interventions are discussed.     

假想的道德两难情境下小学儿童对说谎或说真话的抉择

研究探讨了294名7、9、11岁的小学儿童在道德两难情境下对说谎或说真话的道德行为抉择。结果表明,在个人谎故事条件下,随着年龄的增长,儿童越来越倾向于选择说真话;在集体谎故事条件下,11岁儿童比7岁、9岁儿童更倾向于选择说谎。7岁儿童已具有初步的集体观念,随着年龄的增长,小学儿童的集体观念日趋稳定。随着年龄的增长,小学儿童更多地从诚实、为集体或为个人等多个方面来陈述说谎或说真话的理由。     

Multiple options in the past and the present: The impact on inaction inertia

Inaction inertia is the effect that people do not act on an attractive opportunity only because they previously missed a more attractive opportunity. We investigated the effect of the presence of alternative options on the occurrence of this effect. We hypothesized and found that the likelihood to act on a current opportunity increases when evaluated in the context of another current option compared to when it is presented separately (Experiments 1 and 2). Likelihood of action decreases when the missed opportunity is presented next to another missed opportunity (Experiment 3). We conclude that when multiple options are currently present, the impact of the missed opportunity as a point of reference decreases, and that when multiple options are missed, the impact of these missed opportunities as a point of reference increases. These results are discussed in light of the literatures about inaction inertia and multiple options. Copyright © 2008 John Wiley & Sons, Ltd.     

Determining linkages between consumer choices in a social context and the consumer's values: a means–end approach

This paper presents a conceptual model of means–end theory. The proposed model, built on Gutman's (1982) contributions to means–end theory, consists of four conceptual categories that are linked together. The conceptual categories are context‐nested consumer choices, attributes of the consumer choices, consequences and values. The discussion uses results of four cases to illustrate the conceptual categories of the proposed explanatory means–end model. Copyright © 2002 Henry Stewart Publications Ltd.     

数字记忆广度对策略应用模式的影响──中美儿童计算能力差异的比较研究

本研究旨在了解中美儿童在策略运用模式上的差异是否与数字记忆广度有关。为此,分别测验了中美幼儿园儿童的加法技能,数字记忆广度,并通过一组计算机呈现的加法作业评估儿童使用的解题策略。结果表明,中国儿童的基本算术技能和数学记忆广度均超过同龄的美国儿童。在解题时,中国儿童多使用效率较高的言语计算策略,美国儿童则多采用计数手指策略,在言语计数策略和检索策略的加工速度上中国儿童也超过美国儿童。相关分析表明．策略应用模式的文化差异与数字记忆广度有关。比较大的工作记忆容量增加了数字线索可利用的资源,为儿童早期言语计数能力的发展提供了有利条件。     

Revisiting the Gain–Loss Separability Assumption in Prospect Theory

A fundamental assumption of prospect theory is gain–loss separability (GLS)—the assertion that the overall utility of a prospect can be expressed as a function of the utilities of its positive and negative components. Violations of GLS may potentially limit the generalization of results from studies of single‐domain prospects to mixed prospects and systematically distort the predictions of the theory. Violations also have implications for how choices with positive and negative components should be presented to decision makers. Previous studies, using different elicitation methods, have documented different rates, and types, of systematic violations of GLS. We discuss the differences between two specific elicitation methods—binary choice and certainty equivalents—and report results of a new study of GLS using both methods and randomly generated prospects. We compare the extent and nature of GLS violations under the two elicitation methods using between‐subject and within‐subject analyses. We find (i) systematic violations of GLS under both methods, (ii) higher rates of violations under choice, (iii) higher sensitivity to the outcomes for the certainty equivalents, which is consistent with the predictions of the scale‐compatibility hypothesis, and (iv) different patterns of violations under the two methods, which are explained by method‐specific preferences. We discuss the psychological mechanisms underlying the findings and the implications for presenting information with gain and loss components. Copyright © 2012 John Wiley & Sons, Ltd.     

Exploring the Effects of Anticounterfeiting Strategies on Customer Values and Loyalty

Product counterfeiting, a serious problem throughout the world, is particularly challenging for luxury brands, which often have simple designs and a value that depends largely on buyers' perceptions. This study incorporates the concept of customer value into an investigation of the anticounterfeiting strategies. Both hedonic and utilitarian values positively influence customer loyalty toward luxury brands. As a means to strengthen customer values, legal and product strategies positively influence customers' hedonic value, whereas communication and product strategies positively influence their utilitarian value. The managerial implications of these findings and directions for further research are discussed.     

Manipulating number generation: Loud + long = large?

Humans make numerous choices every day and tend to perceive these choices as free. The present study shows how simple free choices are biased by experiencing unrelated auditory information. In two experiments, participants categorized tones according to their intensity on the dimensions volume and duration on the majority of trials. On some trials, however, they were to randomly generate a number, and we found these choices to be influenced by tone intensity. Particularly, if participants were cued toward volume, loud tones clearly biased participants to generate larger numbers. For tone duration, a similar effect only emerged if spatial information was reinforced by the motor context of the task. The findings extend previous findings relating to the ATOM framework (A Theory of Magnitude) by an explicit focus on auditory magnitude processing. As such, they also constrain ATOM by showing that the connections between different magnitude dimensions vary to a considerable degree.     

自我表征特点与成败情境下的自我关注选择倾向

本研究以小学三年级学生为被试进行情境实验,探讨成功与挫败情景下儿童的自我关注状态。实验结果表明,被试的自我描述选择在一定程度上受成败评语的影响。并且,被试自我概念特征与成败情景下的反应存在着一定的关系,来自不同学习环境的被试自我表征有不同的倾向性。本文分析了这些现象在儿童自我发展中的意义。