不同干扰条件下社会认知偏离者两半球协同功能研究

Previous studies have witnessed some psychological or behavioral deviation (such as aggressive behavior) might have an association with cerebral hemisphere cooperative dysfunction, however, it is still unclear whether there is an association between individuals with social cognitive bias and their hemispheric cooperative functions especially while the interhemisphere cooperative processing is under the conditions of emotional interferences. The purpose of this study is to explore the differences between the social cognitive bias group and the normal group’s interhemispheric cooperative functional activity under the conditions of with or without interferences. Methods: According to Dodge’s (1993) model of “social-cognitive mechanisms in the development of conduct disorder and depression”, a 51 items of “social cognitive bias scale” was created and was used to screen the high score group. 20 male subjects was composed of high score group and other 23 matched the control group. Stimulus tachistoscopically presented to the bilateral visual field and compared with the central. Both group’s interhemispheric cooperative functional activity were observed and compared under the conditions of without interference- i.e. base level and with the emotional interferences of white noise level and negative evaluative feedback speech level while finishing: experiment one: Chinese word-figure Stroop analogue task; experiment two: two single Chinese Characters combination task. Heart rate and respiratory rate were simultaneously recorded as index of emotional changes. Results: ① The high score group showed a decrease in processing accuracy compared with the normal group under the condition of white noise interference level in experiment one. ② Still under the condition of white noise interference level, there were more reaction time and more errors were observed in high score group than normal in experiment two. ③ Both groups showed speed up effect and the strategic processing tendency of speed-accuracy trade-off effect under the condition of white noise interference level in both experiments. ④ Between group differences of interhemipheric cooperative function were not observed under the conditions of base level and the negative evaluative feedback speech level within both experiments. Conclusion: The results suggested that interhemispheric cooperative functional differences exists between the two groups, characterized as ① differences existed in interhemispheric cooperative processing strategy between the two groups, with the high score group presented “hierarchic” deficiency strategy. ② the appearance of the differences between the two groups were condition specified , and in this research it was only under the white noise interference condition. ③ the features of the differences between the two groups were the differences on multidimensional performances and with a deficit orientation in high score group. ④ the varieties of the differences were changing with cooperative tasks, as in this research the high score group performed worse in complementary cooperative task. In addition, both group adjusted the processing strategy respectively under the condition of white noise evoked emotional interference implied that the interaction between the interhemisphere cooperative processing and emotion might exist.

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.