文字的“偷心术”:营销中的字体效应

文字是营销中视觉传播的重要元素, 它直接影响消费者对品牌的第一印象。文字的重要性不仅体现在文本内容上, 还体现在字形设计对消费者的影响上。字体的研究仍存在较大的空缺, 且现有文献多分散于语言学、设计学和心理学等不同学科领域。目前有较多存在矛盾的结论缺乏系统的框架支持, 本文为研究者提供了完整的字体效应研究框架。将字体进行定义及分类之后, 主要探讨了字体对消费者感知和行为的影响, 以及字体效应的三大心理机制, 即感知一致性、感知记忆性和感知人性化。在此基础上讨论了字体受到消费者特质、产品类型与外部环境的调节作用。最后, 深入分析了字体在市场营销中的理论和管理实践价值, 以及未来研究方向。     

产品也会皱眉头? 产品的“侵略性表情”对消费者的影响

消费者经常在产品外观设计中看到"表情",这些由企业有意或无意塑造的面孔元素会影响到消费者对产品的态度。当前,关于产品外观表情对消费者态度影响方面的研究仍存在结论不一致、机制不明确和边界不清楚等问题。本研究通过3次分离的实验,验证了对于奢侈程度较高的产品(品牌),侵略性的表情相较友好的表情,更能够获得消费者的青睐;而对于奢侈程度较低的产品(品牌),则恰好相反。同时,不同的产品外观(品牌标识)表情是通过消费者对产品的感知自治程度这一中介变量对消费者态度产生影响。本研究结论为产品外观设计和品牌管理实践提供了有益的建议。     

Visual pattern memory requires foraging function in the central complex of Drosophila

The role of the foraging (for) gene, which encodes a cyclic guanosine-3',5'-monophosphate (cGMP)-dependent protein kinase (PKG), in food-search behavior in Drosophila has been intensively studied. However, its functions in other complex behaviors have not been well-characterized. Here, we show experimentally in Drosophila that the for gene is required in the operant visual learning paradigm. Visual pattern memory was normal in a natural variant rover (for(R)) but was impaired in another natural variant sitter (for(S)), which has a lower PKG level. Memory defects in for(S) flies could be rescued by either constitutive or adult-limited expression of for in the fan-shaped body. Interestingly, we showed that such rescue also occurred when for was expressed in the ellipsoid body. Additionally, expression of for in the fifth layer of the fan-shaped body restored sufficient memory for the pattern parameter "elevation" but not for "contour orientation," whereas expression of for in the ellipsoid body restored sufficient memory for both parameters. Our study defines a Drosophila model for further understanding the role of cGMP-PKG signaling in associative learning/memory and the neural circuit underlying this for-dependent visual pattern memory.     

多级语义量词对心理测量适合度的调查分析

为研究适合心理测量使用的语义量词等级数目而进行了本实验。实验采用自编《词义理解简明量表》,通过180名士兵对多级语义量词的区间赋值和点赋值,对不同等级语义量词模糊度进行了比较性研究。结果发现：(1)区间赋值范围与点赋值95％、99％可信区间无显著差异;(2)语义量词内序列蓑系与自然语言的序列关系基本一致,但词与词赋值区间并不完全等距;(3)三级与六级、七级语义量词的模糊度差异显著,六、七级语义量词模糊度高,在一定程度上不适合用于士兵心理测量。     

Encounter between Soul and Human Nature: An Examination of Xia Dachang’s “Xingshuo”

Matteo Ricci introduced into China the Western theory of soul, a term which he translated as linghun 靈魂. Afterwards, two other Italian Jesuits, Giulio Aleni and Francesco Sambiasi, separately completed two Chinese interpretations of the De Anima (On the Soul), the former privileging the word linghun, and the later, yanima 亞尼瑪, a transliteration for anima. Xia Dachang 夏大常 (Mathias Hsia) is probably the first Chinese person to write specifically on the topic of the soul. However, he used a different term, lingxing 靈性 (human spiritual nature), and also he titled his work “The Theory of Human Nature” (“Xingshuo” 性說). Xia’s work has received little scholarly attention, and this paper aims at investigating how he adopts the Western theory of the soul, why he still uses the concept of lingxing, and which Chinese editions of De Anima or other works written by the Jesuits had influenced him. We shall also see how Xia Dachang uses traditional Chinese sources and Catholic doctrine to support his viewpoint of human nature and how he criticizes theories of human nature within Chinese philosophy. This will enable us to comprehend how Chinese Christians in the Early Qing dynasty understood the theory of the soul and to reflect on the contemporary relevance of this theory in Chinese culture today.     

情绪效价、唤醒度和有无评价影响手部动作

研究探讨情绪正-负效价、唤醒度水平(高、中、低)以及有意识评价对推拉动作的影响。分3个实验进行, 收集反应时(RT)和手部动作指标等。实验1使用正-负效价下高、中、低唤醒水平的图片进行评价并执行推-拉动作任务; 实验2使用中性图片和灰色空白图片完成相同任务; 实验3在不进行效价评估情况下完成推-拉动作。结果表明(1)情绪效价对反应时, 运动时间和到达峰速时间等有显著影响：向上拖动图片时, 消极图片拖得更快; 向下拖动时, 则积极图片更快。(2)情绪唤醒度调节情绪效价对推-拉动作的作用：唤醒度越高, 情绪效价尤其是负性情绪对推-拉动作的作用越大; 反之, 则作用越小。(3)无评价条件下, 情绪效价对推-拉动作无显著影响; 即情绪对动作的影响需要有意识评价的参与。这些结果说明情绪对推拉动作影响可能发生在早期, 不仅影响动作计划, 而且影响到随后动作的执行, 而高唤醒度和有意识评价增强了这种影响。     

消费者一定偏爱“笑脸”吗?产品外观中的表情元素对消费者的影响

表情是产品拟人化外观设计中重要元素。产品正面或负面的拟人化“表情” (表达正面或负面情感的表情)会影响到消费者对产品的感知。人际交往相关理论验证了正面表情对消费者的积极影响, 并认为负面表情不利于消费者与产品的互动。但是在现实市场中我们却看到, 消费者有时却更喜爱展现负面表情的产品, 营销领域的产品拟人化研究鲜有关注到产品表情的错位影响。具体而言, 在拟人化营销研究领域, 以下三个研究问题尚待探讨: 产品表情有怎样的具体体现及市场效用; 产品表情对消费者行为和态度影响的心理机制为何; 以及来自于消费者特质和产品因素的调节效应。回答以上问题能够进一步拓展和丰富营销领域的拟人化理论, 同时也将从实践上为产品外观设计提供建议和指导。     

信札中的微观心理学历史:黄翼形重错觉研究报告的曲折境遇

本文透过微观历史的视角,以黄翼与周先庚、吴有训等人的10余封通信为素材,还原了黄翼两篇形重错觉研究报告的评审与发表过程,揭示出黄翼与审稿人汪敬熙、主编吴有训、好友周先庚以及导师格塞尔之间的冲突、协商和合作的复杂学术互动。这些信札作为私人交流的媒介,记录了当时心理学知识生产中局部的、互动的、存在于特定关系之中的思想、计划和动机。信札中的对话涉及到当时心理学学术成果评审的几方面核心问题:评审标准和流程、写作语言规范、学术权威、同行举荐、创新性认可、文献引用等诸多问题。本文进一步以科学知识社会学的视角对这些问题进行分析,解构学术"象牙塔"的传统形象,以此揭示和反思心理学知识生产的内在过程。