品牌属性权重判断的反应时研究

In current days, many companies have carried out their branding strategies, because strong brand usually provides confidence and reduce risks to its consumers. No matter what a brand is based on tangible products or services, it will possess the common attributes of this category, and it also has its unique attributes. Brand attribute is defined as descriptive features, which are intrinsic characteristics, values or benefits endowed by users of the product or service (Keller, 1993; Romaniuk, 2003). The researches on models of brand multi-attributes are one of the most studied areas of consumer psychology (Werbel, 1978), and attribute weight is one of its key pursuits. Marketing practitioners also paid much attention to evaluations of attributes. Because those evaluations are relevant to the competitiveness and the strategies of promotion and new product development of the company (Green & Krieger, 1995). Then, how brand attributes correlate with weight judgments? And what features the attribute judgment reaction? Especially, what will feature the attribute weight judgment process of consumer who is facing the homogeneity of brands? Enlightened by the lexical hypothesis of researches on personality traits of psychology, this study choose search engine brands as the subject and adopt reaction time, which has been introduced into multi-attributes decision making by many researchers. Researches on independence of affect and cognition and on primacy of affect have cued us that we can categorize brand attributes into informative and affective ones. Meanwhile, Park has gone further to differentiate representative and experiential with functional attributes. This classification reflects the trend of emotion-branding and brand-consumer relationship. Three parts compose the research: the survey to collect attribute words, experiment one on affective primacy and experiment two on correlation between weight judgment and reaction. The results are as follow: In experiment one, we found: (1) affect words are not rated significantly from cognitive attributes, but affect words are responded faster than cognitive ones; (2) subjects comprehend and respond in different ways to functional attribute words and to representative and experiential words. In experiment two, we fund: (1) a significant negative correlation between attributes weight judgment and reaction time; (2) affective attributes will cause faster reaction than cognitive ones; (3) the reaction time difference between functional and representative or experiential attribute is significant, but there is no different between representative and experiential. In sum, we conclude that: (1): In word comprehension and weight judgment, we observed the affective primacy, even when the affect stimulus is presented as meaningful words. (2): The negative correlation between weight judgment and reaction time suggest us that the more important of attribute, the quicker of the reaction. (3): The difference on reaction time of functional, representative and experiential reflects the trend of emotional branding.

心理旋转中的整体优先效应及其机制

In the history of psychology research, more attention had been focused on the relation between local processing and global processing. For the global information and the local information, which is processed earlier? And which is processed faster? Precedence of the global over the local level in visual perception has been well established by Navon with compound stimuli, and Navon’s original study gave rise to many publications, including replications, generalization to other kinds of stimuli (nonverbal material, digits), populations (infants, children, brain-damaged subjects), and tasks (lateral visual hemifield presentation, copy drawing, memory recognition, and recall), and triggered some debate about the conditions in which global precedence is and is not observed (number, size, sparsity, and goodness of the stimuli, exposure duration, etc.). However, whether there is a global advantage or precedence in other cognitive processes was less tested. Most researches had suggested that there was a functional equivalency between visual perception and visual image processing. However, it’s still unknown whether there will be a global advantage on mental rotation. In the present study, we combined the mental rotation task with the compound stimuli to explore whether the global or local advantage also existed at the mental imagery transformation stages. In two pilot studies, the perceptual global precedence was found to be present in a normal/mirror-image judgment task when the stimuli exposure time was short; while the stimuli exposure time was prolonged (stimuli kept available till subjects’ response) the perceptual global precedence was showed to be eliminated. In all of the subsequent experiments, stimili would be presented till subjects’ response. Then mental rotation was added in normal/mirror-image judgment (some of the stimuli were rotated to certain angles from upright) in normal experiments, experiment 1 and 2 observed a global advantage on mental rotation both with a focused-attention design (Experiment 1) and divided-attention design (Experiment 2). Subjects’ reaction times were increased with rotation angles, and the accuracy was decreased with rotation angles, suggesting that subject need a mental rotation to make a normal/mirror judgment. The most important results were that subjects’ response to global rotation was faster than that to local rotation. The analysis of slope of rotation further indicated that, to some extend, the speed of global rotation was faster than that of local rotation. These results suggest a global advantage on mental rotation. Experiment 3 took advantage of the high temporal resolution of event-related potentials to explore the temporal pattern of global advantage on mental rotation. Event-related potential results indicated the parietal P300 amplitude was inversely related to the character orientation, and the local rotation task delayed the onset of the mental-rotation-related negativity at parietal electrodes. None clear effect was found for occipital N150. All these results suggested that the global rotation was not only processed faster than local rotation, but also occurred earlier than local rotation. Experiments 4 and 5 took the effect size of global advantage as the main dependent variable, and visual angle and exposure duration of the stimuli as independent variables, to examine the relationship between perceptual global precedence and global advantage on mental rotation. Results indicated that visual angle and exposure duration did not influence the effect size of global advantage on mental rotation. The global advantage on mental rotation and the perceptual global advantage seemed to be independent but their effects could be accumulated at some condition. These findings not only contribute to revealing a new processing property of mental rotation, but also deepen our understanding of the problem of global/local processing and shed light on the debate on locus of global precedence.

心算年老化的认知心理机制及功能磁共振成像研究

Mechanisms underlying cognitive psychology and cerebral physiological of mental arithmetic with increasing are were studied by using behavioral methods and functional magnetic resonance imaging (fMRI). I. Studies on mechanism underlying cognitive psychology of mental arithmetic with increasing age These studies were accomplished in 172 normal subjects ranging from 20 to 79 years of age with above 12 years of education (Mean = 1.51, SD = 1.5). Five mental arithmetic tasks, "1000-1", "1000-3", "1000-7", "1000-13", "1000-17", were designed with a serial calculation in which subjects sequentially subtracted the same prime number (1, 3, 7, 13, 17) from another number 1000. The variables studied were mental arithmetic, age, working memory, and sensory-motor speed, and four studies were conducted: (1) Aging process of mental arithmetic with different difficulties, (2) mechanism of aging of mental arithmetic processing. (3) effects of working memory and sensory-motor speed on aging process of mental arithmetic, (4) model of cognitive aging of mental arithmetic, with statistical methods such as MANOVA, hierarchical multiple regression, stepwise regression analysis, structural equation modelling (SEM). The results were indicated as following: Study 1: There was an obvious interaction between age and mental arithmetic, in which reaction time (RT) increased with advancing age and more difficult mental arithmetic, and mental arithmetic efficiency (the ratio of accuracy to RT) deceased with advancing age and more difficult mental arithmetic; Mental arithmetic efficiency with different difficulties decreased in power function: Study 2: There were two mediators (latent variables) in aging process of mental arithmetic, and age had an effect on mental arithmetic with different difficulties through the two mediators; Study 3: There were obvious interactions between age and working memory, working memory and mental arithmetic; Working memory and sensory-motor speed had effects on aging process of mental arithmetic, in which the effect of working memory on aging process of mental arithmetic was about 30-50%, and the effect of sensory-motor speed on aging process of mental arithmetic was above 35%. Study 4: Age, working memory, and sensory-motor speed had effects on two latent variables (factor 1 and factor 2), then had effects on mental arithmetic with different difficulties through factor 1 which was relative to memory component, and factor 2 which relative to speed component and had an effect on factor 1 significantly. II. Functional magnetic resonance imaging study on metal arithmetic with increasing age This study was accomplished in 14 normal right-handed subjects ranging from 20 to 29 (7 subjects) and 60 to 69 (7 subjects) years of age by using functional magnetic resonance imaging apparatus, a superconductive Signa Horizon 1.5T MRI system. Two mental arithmetic tasks, "1000-3" and "1000-17", were designed with a serial calculation in which subjects sequentially subtracted the same prime number (3 or 17) from another number 1000 silently, and controlling task, "1000-0", in which subjects continually rehearsed number 1000 silently, was regarded as baseline, based on current "baseline-task" OFF-ON subtraction pattern. Original data collected by fMRI apparatus, were analyzed off-line in SUN SPARC working station by using current STIMULATE software. The analytical steps were composed of within-subject analysis, in which brain activated images about mental arithmetic with two difficulties were obtained by using t-test, and between-subject analysis, in which features of brain activation about mental arithmetic with two difficulties, the relationship between left and right hemisphere during mental arithmetic, and age differences of brain activation in young and elderly adults were examined by using non-parameter Wilcoxon test. The results were as following: