萌萌哒还是古灵精怪?奢侈品品牌可爱风格对消费者偏好的影响

奢侈品品牌热衷于使用可爱风格与消费者进行互动。本文以理想自我理论为基础,通过4个实验探索奢侈品品牌可爱风格类型对消费者偏好的影响机制和边界条件。实验1表明奢侈品品牌的可爱风格(婴儿图式/古灵精怪)会显著地影响消费者的品牌偏好,验证了主效应的因果链模型。实验2进一步明确了主效应的边界,结果表明品牌可爱风格对消费者偏好的影响只在奢侈品品牌的情境下才存在。实验3探索了自我监控水平对主效应的调节作用,发现对于低自我监控的个体,奢侈品品牌的可爱风格难以有效地影响品牌偏好。实验4分析了个体发展阶段对主效应的调节作用,结果表明对于成年期个体,古灵精怪可爱风格比婴儿图式可爱风格更能提高个体的奢侈品品牌偏好,对于童年期个体,婴儿图式可爱风格比古灵精怪可爱风格更易获得青睐。     

萌萌哒还是古灵精怪?奢侈品品牌可爱风格对消费者偏好的影响

奢侈品品牌热衷于使用可爱风格与消费者进行互动。本文以理想自我理论为基础,通过4个实验探索奢侈品品牌可爱风格类型对消费者偏好的影响机制和边界条件。实验1表明奢侈品品牌的可爱风格(婴儿图式/古灵精怪)会显著地影响消费者的品牌偏好,验证了主效应的因果链模型。实验2进一步明确了主效应的边界,结果表明品牌可爱风格对消费者偏好的影响只在奢侈品品牌的情境下才存在。实验3探索了自我监控水平对主效应的调节作用,发现对于低自我监控的个体,奢侈品品牌的可爱风格难以有效地影响品牌偏好。实验4分析了个体发展阶段对主效应的调节作用,结果表明对于成年期个体,古灵精怪可爱风格比婴儿图式可爱风格更能提高个体的奢侈品品牌偏好,对于童年期个体,婴儿图式可爱风格比古灵精怪可爱风格更易获得青睐。     

萌：感知与后效

萌是对一系列由视觉感知的婴儿外貌或行为特征的概括性描述。本文在厘清萌与可爱关系的基础上, 对萌的维度做了进一步区分, 即除了幼萌以外, 萌还可能包含趣萌、听觉萌、嗅觉萌等其他维度。目前关于人们对萌的感知是否存在个体差异这一问题仍然存在争论, 而萌之载体的多样性则已经得到广泛认同。通过对一系列实证研究的回顾, 本文认为萌的后果主要体现在认知(如诱发脆弱性、天真等推断)、情感(如积极情绪、同情和柔情)和行为(如注意和关怀)三个方面。未来研究可进一步探讨萌的维度及其与道德的关系问题。     

面孔可爱度和客观熟悉度对婴儿面孔注意偏向效应的影响

近年来, 研究发现, 与成人面孔和其他社会性刺激相比, 成人对婴儿面孔表现出更多的注意偏向。本研究利用点探测范式, 结合眼动技术, 探讨了面孔可爱度和熟悉度对婴儿面孔注意偏向效应的影响。行为结果表明, 成人对高可爱度的婴儿面孔的反应时注意偏向更强; 眼动结果发现, 高可爱度的婴儿面孔的首注视时间偏向和总注视时间偏向更强, 表现为注意维持模式, 并且, 这一效应只出现在低熟悉度条件下; 而在可爱度评分上, 高熟悉度的婴儿面孔的可爱度评分显著高于低熟悉度的婴儿面孔。结果表明, 在低熟悉度条件下, 可爱度才会影响成人对婴儿面孔注意偏向效应; 在偏好行为上, 对婴儿面孔的主观评定和观看行为上可能存在分离的情况。     

Seeing overweight adults as babies: Physical cues and implications for stigmatization

Human babies not only are reliable triggers of tender feelings and protective tendencies, they also happen to be exceptionally fat compared to the newborns of most other species. These two facts are used to formulate a hypothesis predicting that overweight males, due to their great physical resemblance to babies, not only are perceived as cute, but also are associated with negatively evaluated traits (e.g., immaturity, lack of willpower) that are saliently inconsistent with traits required for adults. In this study, a great many physical features of adult males varying widely in weight were measured and correlated with subjective judgements. Providing preliminary support for the hypothesis, it was found that the features that were correlated with objective and perceived fatness (e.g., circularity of body parts, relatively large head, short and thick neck) also correlated with perceived babyishness. Perceived fatness and babyishness had curvilinear influences on the positive and prosocial appraisal of cuteness, but were primarily negatively related to perceived willpower and beauty. Results are used to formulate an alternative evolutionary perspective on social responses to overweight and obese individuals, emphasizing the uniquely human adaptive value of fatness and the misfiring of the underlying response mechanism under modern conditions of living.