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.

负性情绪对分泌型免疫球蛋白A的影响以及事件相关电位的关联变化

Although the influence of emotional states on immune function has been generally recognized, researches on the effects of negative emotion on individual SIgA levels have reported mixed findings. Our study aimed to elucidate the relationship between changes in EEG activity and cognitive and psychological mechanisms to the immune changes induced by negative emotion. In experiment one, we investigated how the negative emotional arousal that was induced by watching a number of unpleasant pictures altered the concentration of secretory immunoglobulin A (SIgA). Although our results found discrepancies in the changing tendency of SIgA concentration among participants (some participants’ SIgA decreased after watching unpleasant pictures, whereas others increased), further analysis revealed a coherency among the changing of SIgA concentration, participants’ general coping styles and their actual emotion regulation strategies in perceiving unpleasant pictures, and the event-related potentials (ERPs) associated with the watching of unpleasant pictures. The participants whose SIgA increased after watching unpleasant pictures (the increasers) had higher positive coping scores in the Trait Coping Styles Questionnaire (TCSQ) than those whose SIgA decreased (the decreasers). Also, relative to the decreasers, the increasers tended to use more emotion regulation strategies especially when the presented pictures were extremely negative and exhibited a reverse dissociation pattern between the extremely negative pictures and the moderately negative ones in the amplitude of late positive potential (LPP) that was related to the cognitive evaluation of stimuli’s meaning. On this basis, Event-related potentials were recorded first while participants passively viewed unpleasant pictures, and then during an emotion regulation block in which participants were instructed to reappraise unpleasant pictures in the experiment two. We also collected the immune index before and after the passive viewing block and the emotion regulation block. Our study proved that participants felt a less intense emotional response to unpleasant pictures that followed a reappraisal instruction. The decreasing emotional responding to unpleasant pictures decreased the amplitude of the LPP. But larger N2 was induced in the emotion regulation block, because the participants needed to obtained more attentional resources to detect and integrate more stimulus features to use the cognitive reappraisal strategy effectively. The present study has important theoretic and practical significance. For the theoretic significance, our study elucidated the relationship between changes in EEG activity and cognitive and psychological mechanisms to the immune changes induced by negative emotion by using the technologies of ERP, experimental interview and psychological measurement. Meanwhile, our study also provided an explanation for the different changing tendencies of SIgA induced by negative emotions, and it plays an important role in further studying the cognitive neural mechanisms of immune level in response to emotion. As to the practical significance, our study suggests that individuals who use active emotion regulation in the face of negative emotion stimuli may experience significantly increases in immune system function, subsequently lowering the possibility of infection.

迁移性安慰剂效应的多模态机制 ：从痛觉到情绪的行为、ERP和fMRI研究

Although studies on placebo effect proved the placebo expectation established by pain-alleviating treatment could significantly alleviate later pain perception, or the placebo expectation established by anxiety-reducing treatment could significantly reduce the intensity of induced negative feelings, it is still unclear whether or not the placebo effect can occur in a transferable manner. That is, we still don’t know if the placebo expectation derived from pain-alleviating can significantly reduce later negative emotional arousal or not. Experiment 1: We compared the effect of the verbal expectation (purely verbal induction and without pain-alleviating reinforcement) with the reinforced expectation (building the belief in the placebo’s ataractic efficiency on unpleasant picture processing by secret reduction of the intensity of the pain-evoking stimulus) on the negative emotion. The results showed that the expectation, which was reinforced by actual analgesia, was transferable and could produce significant placebo effect on negative emotional arousal. However, the expectation that was merely induced by verbal instruction did not have such power. Experiment 2 both examined the direct analgesic effect of the placebo on the sensory pain (how strong is the pain stimulus) and emotional pain (how disturbing is the pain stimulus) and the transferable ataractic effect of the placebo on the negative emotion (how disturbing is the emotional picture stimulus), and further proved that the placebo expectation that was established from pain-reducing reinforcement not only induced significant placebo effect on pain, but also significant placebo effect on unpleasant feeling. These results support the viewpoint that the reduction of affective pain based on the conditioning mechanism plays an important role in the placebo analgesia, but can’t explain the transferred placebo effect on visual unpleasantness. Experiment 3 continued to use the paradigm of the reinforced expectation group and recorded the EEG activities, the data showed that the transferable placebo treatment was accompanied with decreased P2 amplitude and increased N2 distributed, and significant differences between the transferable placebo condition and the control condition (i.e., P2 and N2) were observed within the first 150-300 ms, a duration brief enough to rule out the possibility that differences between the two conditions merely reflect a bias “to try to please the investigator. In Experiment 4, we selected the placebo responders in the pre-experiment and let them to go through the formal fMRI scan. The results found that the transferable placebo treatment reduced the negative emotional response, emotion-responsive regions such as the amygdala, insula, anterior cingulate cortex and the thalamus showed an attenuated activation. And in the placebo condition, there was an enhanced activation in the subcollosal gyrus, which may be involved in emotional regulation. In conclusion, the transferable placebo treatment induced the reliable placebo effect on the behavior, EEG activity and bold signal, and we attempted to discuss the pychophysiological mechanism based on the positive expectancy.

小学生人工概念形成中认知策略发展的研究

The subjects under two different educational conditions were presented with a multidimensional discrimination task. Their responses were analyzed in terms of nine strategy components, scores on which were analyzed by means of cluster analysis. In combination with the cluster analysis, the qualitative analysis was used to analyze the development of primary school pupils' strategies of artificial concept formation. The results indicate that: (1) Different strategies used by pupils have different influence on their artificial concept formation; (2) The pupils of grade 2 tend to use stimulus-preference and stimulus-describing strategies, while the pupils of grade 4、6 tend to use dimension-checking and focusing strategies to form artificial concepts; (3) Under the different educational conditions, there is a significant difference between the pupils of grade 2 and grade 4, while no significant difference between the pupils of grade 6; and (4) The strategy components change in a complicated manner in the development of the primary school pupils' strategy. With the development of cognitive strategies, some components' scores increase while some increase at first, and then decrease rapidly.

基于刺激－反应相容性的汉语拼音和弦键盘的实验研究

Stimulus-Response Compatibility is a key concept in human-machine interaction. It is proved that to map stimulus to response according to salient-feature coding principle will get a compatible pair. In the designing of Chinese Pinyin Code inputting devices, stimulus-response compatibility will bring the device with features of ease of use and ease of learning. In this research, Response time and error rates of two designs of salient-feature coding principle and one design of random mapping were tested along with the QWERTY keyboard. Cross-modal Compatibility Effects were found, and no significant difference between two salient-feature coding types, both on response time and error rates; but response time has shown difference between salient-feature coding designs and random mapping design. Compared with the QWERTY keyboard group, the error rates of subjects of chord keyboard group showed no significant differences. But subjects assigned to the QWERTY keyboard group have a shorter response time. One possible reason is the subjects of chord keyboard group only at beginner skill after at most 6 hours practice whereas subjects of QWERTY group were at least at novice level after take a foundation of computer class at their own college.

线索语义相容性的研究

With the studies of the Stimulus-Response Compatibility (SRC), more and more psychologists consider that the compatibility isn't only exist between stimulus and stimulus, response and response, but also any two sets in the information processing, it means that the compatibility is the basic feature of the human information processing. Research on the compatibility of the precue is a powerful evidence to support the issue. Dimension Overlap Model (Kornblum, 1990) is one of the most popular models to explain the mechanism of the SRC which focus on the dimension overlapping between the stimulus and response will activate the compatible response automatically, the compatibility effects origin from whether the compatible response prove or interference the response, the so the time course between the automatic activation and the task processing cause the dynamical time feature of the SRC (Kornblum, 1997). Yet the DO model has gotten many supports, it hasn't been tested in the paradigm of the precue task. At the same time, company with the development of the Environment Psychology, the effect of the ex-information in the environment on the inside information processing has drown much attention, does the validity probability of the cue have any influence on the cue compatibility? How about the relationship of the cue compatibility and the SRC? Research on the questions will reveal the characteristics of the human information processing, enhance the knowledge of the compatibility phenomena and resource, enlarge the field of SRC and produce more practice usage on the design of human-machine system. The mechanism and influence factors of symbolic compatibility between cue and stimulus were investigated within a precueing paradigm. The influence of the dimension overlapping relation between the cue and the stimulus, cue and the response on the reaction time were studied under the different kinds of SRC, to test whether or not it confirms the dimension overlap hypothesis, to test is there any effect of SOA and validity probability of cues on the cue compatibility. The results showed that the cue compatibility exists and owns such features: 1, It confirms the dimension overlap model that the cue which dimension overlapped with the stimulus or the response will influence the efficiency of the processing, the reaction time is shorter when the cue is congruent with the stimulus or the response that that of the incongruent cue; 2, Consistent to the automatic activation hypothesis, the time course is the important characteristic of the cue compatibility. The largest compatibility effect can be gotten from the middle duration of SOA. 3, The validity probability of cues influence the cue compatibility significantly, the strength of the cue compatibility effect grows stronger with the higher validity probability of cues. 4, The cue compatibility affect the effect of SRC, especially when the cue is compatible with the stimulus; 5, The cue compatibility has two-fold meaning, the cue-stimulus compatibility and the cue-response compatibility, the former is stronger than the later when they compete each other. In summary, the compatibility, the basic feature of human information processing, is proved by the research, and the dimension overlap model and automatic activation hypothesis is tested by the studying on the cue compatibility.

聋童与正常儿童中文阅读信息加工过程的比较研究

Based upon the experiments showing three traits of Chinese characters as stimulus, the comparison has been made between the hearing-impaired and normal children in RT functions for the judgment involved in the verbal recording. The results show that the function of semantic code is more strongly correlated with recognition of Chinese character than the phonetic code and graphic code for both the hearing-impaired and normal children. For hearing-impaired children, a direct access that a semantic code is produced directly from the graphic code is observed. However, for normal children the strategly of grapheme-phoneme conversion rules to interpret the meaning of words is used. It's shown that no significant differences of mental processing has been found between the hearing-impaired and normal children. Perhaps both the direct access and the grapheme-phoneme conversion form a comprehensive information procession activating each other. In reading Chinese character, the hearing-impaired and normal children is significantly effected by stroke under and character frequency. It is found that the normal children have more depth processing in reading Chinese sentences than the hearing-impaired children.

汉字音匹配和半球加工

This study explores hemispheric processing and relations during the homophone matching. In the literature summary, we review the past studies employing Tachistoscopic Presentation of Divided View Field (DVF) to the two hemispheres cooperation, and point out the different and complex opinions about both homophone matching and hemispheric processing. to some focuses, we handle this study by six behavioral experiments. First, under the condition of stimulus presenting simultaneously and function of graphic/semantic dimension, we study the bilateral/unilateral processing efficiency, the function on the level of synonym/similar grapheme. Main result shows, during homophone matching, bilateral processing is better than unilateral one, i.e., bilateral processing advantage rises. For further study whether the effects of transferring information between hemispheres will change along the time, combining with the paradigm of Priming, we make the stimulus present in the certain order; and under the function of graphic/semantic dimension, we also study the bilateral/unilateral processing efficiency, the function on the level of synonym/similar grapheme. Results show, there is semantic/graphic information which brings effects on homophone matching transferring between two hemispheres. And semantic/graphic information can be affected with the time, for example, when SOA = 210ms, the effect of semantic/graphic information disappears. When homophone present in the sequence, bilateral processing advantage also disappears, there are no significant differences between bilateral processing and unilateral one. In addition, we also explore whether sex differences exist during bilateral homophone matching, and we get, there are no significant differences between different sex. Among all experimental results, we also find several special phenomenon as the following example: 1) when stimuli presenting simultaneously during homophone matching on the level of synonym/similar grapheme, the processing effect of LVF(Left View Field) is better than RVF (Right View Field). 2) when stimuli presenting simultaneously, during homophone matching on the level of synonym/similar grapheme, one hemisphere may inhibit the other (because of the interference). to wrap up, under certain condition bilateral processing advantage is obtained, and during the interhemispheric interaction when homophone matching, some kind of information will relay between two hemispheres. And when two hemispheres cooperate, mutual inhibition (or interference) also follows. Further, interhemispheric interaction is closely connected with time, the attribution of stimuli, and so on. At last, a model is put forward to describe the coordinated process and the possible relations between two hemispheres.

色光适应条件下对人眼颜色感受性变化的研究及其机制的初步探讨

The fact of change in human vision sensitivity in color adaption was studied with the method of minimo step change. In this experiment, subjects were asked to judge the just-different threshold on 1° target stimulus which superimposed on 6° background. The target and the surrourding field flicked and different kinds of stimuli were shown to Ss. Data of Pre-color adaption and that of post-color adaption have been compared and ① Evidence of opponent effect is found. This result is contraversary to coefficient law and the "two process" hypothesis are supported; ② Opponent effect is strongly related to the kinds of stimuli ③ When the background light flicks, subjects sensitivity to target stimuli is obviously increased while under the condition of flicking target stimuli less increase can be found. But the increase in sensitivity seem to be not related with color adaption.

影响幼儿层级类概念动态发展因素的研究

Three experiments were conducted in the attempt to understand the development of hierarchical classification. The 3-and 4-year-olds as well as hindergartners were given matching or object sorting tasks with either basic-level or superordinate relations. The results indicated: 1. Even 3-year-olds can consistently sort at the basic level. However, children perform poorly at the superordinate level, and there are developmental differences in the ability to sort at this level. 2. The perceptual similarity of stimulus materials, various competing organizations and the different ways of dealing with superordinate categories, depending on whether the categories are explicitly or implicitly represented for the child, are all factors appear to contribute to children's hierarchical classification.

Fast Perceptual Learning in Visual Hyperacuity

In many different spatial discrimination tasks, such as in determining the sign of the offset in a vernier stimulus, the human visual system exhibits hyperacuity-level performance by evaluating spatial relations with the precision of a fraction of a photoreceptor"s diameter. We propose that this impressive performance depends in part on a fast learning process that uses relatively few examples and occurs at an early processing stage in the visual pathway. We show that this hypothesis is plausible by demonstrating that it is possible to synthesize, from a small number of examples of a given task, a simple (HyperBF) network that attains the required performance level. We then verify with psychophysical experiments some of the key predictions of our conjecture. In particular, we show that fast timulus-specific learning indeed takes place in the human visual system and that this learning does not transfer between two slightly different hyperacuity tasks.

On the Physiology of Bistable Percepts

Binocular rivalry refers to the alternating perceptions experienced when two dissimilar patterns are stereoscopically viewed. To study the neural mechanism that underlies such competitive interactions, single cells were recorded in the visual areas V1, V2, and V4, while monkeys reported the perceived orientation of rivaling sinusoidal grating patterns. A number of neurons in all areas showed alternating periods of excitation and inhibition that correlated with the perceptual dominance and suppression of the cell"s preferred orientation. The remaining population of cells were not influenced by whether or not the optimal stimulus orientation was perceptually suppressed. Response modulation during rivalry was not correlated with cell attributes such as monocularity, binocularity, or disparity tuning. These results suggest that the awareness of a visual pattern during binocular rivalry arises through interactions between neurons at different levels of visual pathways, and that the site of suppression is unlikely to correspond to a particular visual area, as often hypothesized on the basis of psychophysical observations. The cell-types of modulating neurons and their overwhelming preponderance in higher rather than in early visual areas also suggests -- together with earlier psychophysical evidence -- the possibility of a common mechanism underlying rivalry as well as other bistable percepts, such as those experienced with ambiguous figures.

The Role of Attention in Binocular Rivalry as Revealed Through Optokinetic Nystagmus

When stimuli presented to the two eyes differ considerably, stable binocular fusion fails, and the subjective percept alternates between the two monocular images, a phenomenon known as binocular rivalry. The influence of attention over this perceptual switching has long been studied, and although there is evidence that attention can affect the alternation rate, its role in the overall dynamics of the rivalry process remains unclear. The present study investigated the relationship between the attention paid to the rivalry stimulus, and the dynamics of the perceptual alternations. Specifically, the temporal course of binocular rivalry was studied as the subjects performed difficult nonvisual and visual concurrent tasks, directing their attention away from the rivalry stimulus. Periods of complete perceptual dominance were compared for the attended condition, where the subjects reported perceptual changes, and the unattended condition, where one of the simultaneous tasks was performed. During both the attended and unattended conditions, phases of rivalry dominance were obtained by analyzing the subject"s optokinetic nystagmus recorded by an electrooculogram, where the polarity of the nystagmus served as an objective indicator of the perceived direction of motion. In all cases, the presence of a difficult concurrent task had little or no effect on the statistics of the alternations, as judged by two classic tests of rivalry, although the overall alternation rate showed a small but significant increase with the concurrent task. It is concluded that the statistical patterns of rivalry alternations are not governed by attentional shifts or decision-making on the part of the subject.

Reaction time and replenishment time of SP and CGRP after incision in rat skin

Background. the skin neurogenic inflammation is mainly related to Substance P (SP) and Calcitonin Gene-related Peptide (CGRP). There is no data on their availability in the dynamics of skin nerve endings, concerning their release and replenishment after a nociceptive stimulus, so this was investigated. Materials and methods. 25 rats were randomly distributed in 5 groups. the animals of the control group (CG) determined the baseline levels of neuropeptides in the skin. the groups S0 and S30 did not receive any cutaneous stimulus at 30 and 60 minutes, respectively. in the group S1, an incision stimulus was made at 30 minutes. in the group S31, a nociceptive stimulus was performed by subdermal scratching at 30 minutes and, at 60 minutes, the incision stimulus was carried out in the same location (nociceptive hyperstimulation). the skin samples of the other animals were harvested from the back 1 minute after their death. SP, pro-CGRP and CGRP were quantified by Western Blotting. Results. the incision stimulus released SP, S1 compared to S0 (p < 0.05) detected in the first minute, and the replenishment time was more than 30 minutes. Also, it cleaved pro-CGRP, S1 compared to S31 (p < 0.05) in the first minute, and its replenishment time less than 30 minutes. Release of CGRP was not detected. Conclusion. the incision released SP already detected in the first minute; its replenishment time is more than 30 minutes. the incision decreased pro-CGRP, also detected in the first minute; and its replenishment time is less than 30 minutes.

Novelty and Habituation: the Driving Forces in Early Stage Learning for Developmental Robotics

Meng, Q., & Lee, M. (2005). Novelty and Habituation: the Driving Forces in Early Stage Learning for Developmental Robotics. Wermter, S., Palm, G., & Elshaw, M. (Eds.), In: Biomimetic Neural Learning for Intelligent Robots: Intelligent Systems, Cognitive Robotics, and Neuroscience. (pp. 315-332). (Lecture Notes in Computer Science). Springer Berlin Heidelberg.