品牌表现评价反应时与关注特性的关系

The decision making of customers has been a great concern in the field of customer research. Although China has entered the era of brand consumption and development, due to the different understanding of the regarded attributes between companies and customers, the phenomenon of “The awarded products don’t sell well, but the products which sell well can’t get the award.” appears. At the same time there is little research on the relationship between the brand and the customers has been conducted in China now. Traditional research on customer psychology employ questionnaires, depth interview and group discussions as the major methods. In cognitive psychology, the limitation of explicit memory has been revealed by implicit memory; moreover, unconscious cognition and implicit memory can also influence customers' remark of the brand. Therefore, the traditional methods are not accurate enough. Reaction time is an effective way to reveal testing equality, and it can also reveal implicit cognition. Based on the researches intends to investigate the validity of attention attributes in the method of reaction time by questionnaires and time reaction testing of 360 customers in 3 cities, which may, probably, overcomes the limitation of the traditional research methods. The 352 valid samples were analyzed by SPSS. The results showed there was no distinct corresponding relationship between the product attributes and reaction time. The different key attributes from questionnaire importance rating and the shortest reaction time standards were used to regressively analyze the results of customers’ overall rating (such as overall satisfaction,objective quality, recommend intention).The results indicated that the coefficiency of regression of the special attributes chosen from reaction time to overall rating was distinct, while the coefficiency of the special attributes chosen from importance rating to overall rating was not. The main conclusions are: 1. Regarded attributes can be obtained by the reaction time of brand performance rating. 2. Regarded attributes obtained by the reaction time of brand performance rating are more accurate than those by importance rating questionnaires. 3. The brand’s core attributes should includes regarded attributes during the decision making process.

民众社会风险认知的影响因素及作用机制

Risk perception is one of important subjects in management psychology and cognitive psychology. It is of great value in the theory and practice to investigate the social risk events that the public cares a lot especially in this social transition period. Furthermore, this study explored the factors that influence the risk perception and the results caused by risk perception. A survey including 30 hazards and 8 risk attributes was designed and distributed to about 3, 200 residents of 8 districts, Beijing. The major findings are listed as following： Firstly, combining the methods of system science and psychology, GAE program was used to indentify 7 groups of social risk events, such as national safe, government management, social stability, general mood of society, economic and finance, resources and environment & daily life problems. This study provided substance for the following studies and it was also a new attempt in research method which is of certain reference value for the related researches. Secondly, a scale of societal risk perception was designed and 2 factors were identified (Dread Risk & Unknown Risk). Reliability analysis, EFA and CFA show the reliability and validity of the societal risk questionnaire is good enough. The investigation using this scale showed that older participants and higher socioeconomic status perceived the societal hazards to be more threatening than did younger participants and lower socioeconomic status. However, there is no gender difference. Thirdly, structural equation model was used to analyze the influence factors and mechanism of societal risk perception. Risk taking, government support and social justice could influence societal risk perception directly. Government support moderated the relationship between government trust and societal risk perception. Societal risk perception influenced life satisfaction, public policy preferences and social development belief. Multi-group analysis was used to find out that the participants who have different socioeconomic status express different mechanism. Fourthly, the result of the research was used to explore the risk event of 2008 Olympic game. The results showed that government support and preparation of Olympic game influenced societal risk perception directly. Preparation moderated the relationship between government trust and risk perception. Risk perception influenced worry, effect of Olympic game and belief of successl. This result proved that risk perception could be used as an indicator. The indictor of risk perception was used to identify the characteristics of higher risk perception group. Finally, suggestions to the related decision were provide to the government.

问题之间共性关系的意识水平对平面几何解题迁移的影响

Transfer of learning is one of the major concepts in educational psychology. As cognitive psychology develops, many researchers have found that transfer plays an important part in problem solving, and the awareness of the similarity of related problems is important in transfer. So they become more interested in researching the problem of transfer. But in the literature of transfer research, it has been found that many researchers do not hold identical conclusions about the influence of awareness of related problems during problem solving transfer. This dissertation is written on the basic of much of sub-research work, such as looking up literature concerning transfer of problem solving research, comparing the results of research work done recently and experimental researches. The author of this dissertation takes middle school students as subjects, geometry as materials, and adopts factorial design in his experiments. The influence of awareness of related problems on problem solving transfer is examined from three dimensions which are the degree of difficulty of transfer problems, the level of awareness of related problems and the characteristics of subjects themselves. Five conclusions have been made after the experimental research: (1) During the process of geometry problem solving, the level of awareness of related problems is one of the major factors that influence the effect of problem solving transfer. (2) Either more difficult or more easy of the transfer problems will hinder the influence of awareness of related problems during problem solving transfer, and the degree of difficulty of the transfer problems have interactions with the level of awareness of related problems in affecting transfer. (3) During geometry problems solving transfer, the level of awareness of related problems has interactions with the degree of student achievement. Compared with the students who have lower achievement, the influence of the level of the awareness is bigger in the students who have higher achievement. (4) There is positive correlation between geometry achievement and reasoning ability of the middle school students. The student who has higher reasoning ability has higher geometry achievement, while the level of awareness is raised, the transfer achievement of both can be raised significantly. (5) There is positive correlation between geometry achievement and cognitive style of the middle school students. The student who has independent field tendency of cognitive style has higher geometry achievement, while the level of awareness is raised, the transfer achievement of both can be raised significantly. At the end of the dissertation, the researcher offers two proposals concerning Geometry teaching on the basis of the research findings.

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:

弈棋问题解决启发式的元策略模型

Problem solving is one of the basic processes of human cognition and heuristic strategy is the key to human problem solving, hence, the studies on heuristic strategy is of great importance in cognitive psychology. Current studies on heuristics in problem solving may be summarized as follows: nature and structure of heuristics, problem structure and representation, expert knowledge and expert intuition, nature and role of image, social cognition and social learning. The present study deals with the nature and structure of heuristics. The Solitaire problem was used in our the experiments. Both traditional experimental method and computer simulation were used to study the nature and structure of heuristics. Through a series of experiments, the knowledge of Solitaire problem solving was summed up, its metastrategy is worked out, and then the the metastrategy by computer simulation and experimental verification are tested.

Enriched environment treatment restores impaired hippocampal synaptic plasticity and cognitive deficits induced by prenatal chronic stress

Prenatal stress can cause long-term effects on cognitive functions in offspring. Hippocampal synaptic plasticity, believed to be the mechanism underlying certain types of learning and memory, and known to be sensitive to behavioral stress, can be changed