Subjects: Psychology >> Social Psychology submitted time 2023-03-28 Cooperative journals: 《心理科学进展》
Abstract： Previous research has shown that consumers can generate daily expectations based on long-term associations that they form over time, which can guide their searches for certain products. Notably, in their actual search process, consumers may encounter experiences that meet or violate their expectations. Therefore, in light of this phenomenon, this article explore the mechanism of associative learning based on different product search experiences influences consuming behaviors in the following three aspects: First, we determine whether consumers generate expectations concerning expectation violation based on the associative learning that is generated by product search experiences and whether such expectations have an impact on subsequent product searches and relevant psychophysiological activities. Second, we examine the effects of product search experiences that violate or meet expectations on the associative learning of task-irrelevant information while focusing on whether prior short-term associative learning can establish expectations that guide subsequent product searches. Finally, we also study the influence of associative learning due to product search experiences on consumer preference and connect this influence with the brain reward system. When consumers’ expectations are constantly violated in the product search process, is it possible for them to generate expectations concerning expectation violation? Can associative learning be carried out by associating certain attributes of products with expectation violation? Instead of addressing these questions, many previous studies have focused on how individuals respond to a stimulus that violates expectations, proposing the violated expectation model, which indicates that individuals experience processes such as accommodation and assimilation when expectation violation occurs. The former entails that individuals adjust their own expectations to match the result of an expectation violation. In contrast, the latter involves individuals’ active behaviour to prevent expectation violation from occurring; the selection of this is thus done to avoid this circumstance. However, we propose a novel type of expectation in this study: individuals will build new expectations through violations of their original expectations on the basis of the latter to engage in subsequent product search tasks. In addition, there is no empirical research to support whether consumers will change their initial search strategies based on product characteristics (colour expectations) when faced with products that violate their original expectations. Therefore, this study focuses on consumers’ experience when their original expectations are violated, specifically, when searching for food products, to determine whether such experience and product attributes (flavour labels) will create new associations through associative learning and whether such experience can subsequently influence the individual attentional processing of products. We intend to demonstrate that prior experience-based associative learning is able to influence current visual search through an intertrial paradigm. We expected that our participants might learn the relationship between flavour labels and colour expectation violation experience once trials violated their colour expectation, which could lead participants to tend to stop employing colour expectations to guide their search for target flavour. Accordingly, the search advantage of the colour-flavour congruency target over the colour-flavour incongruency target would no longer exist, eventually bringing about a reduction in or even disappearance of the colour-flavour inconsistency effect. Consumers’ product search experience can also determine their attitude towards products. In this study, we therefore argue that the interaction between the facilitation of consumers’ preferences by their own search experience and the change in their preferences by associative learning based on attentional processing determines consumers’ final attitudes towards products. Consequently, this study explores the impact of product search experiences that violate expectations on subsequent consumer behaviours via the dimensions of attention, learning, and preference to reveal how consumers change their behaviours and neurophysiological activities in different product search experiences. Although consumers’ choices and preferences have a far-reaching significance that shapes a product, the present research demonstrates that how consumers interact with a product also changes the consumers themselves.
Subjects: Psychology >> Social Psychology submitted time 2023-03-28 Cooperative journals: 《心理科学进展》
Abstract： People usually eat with others in their daily life, which is referred to as eating together. By reviewing the relevant literature, we discriminate the relationship and difference between concepts of eating together and joint consumption as well as co-experiencing from the psychological perspective, and also summarize different types of eating together. Moreover, in this paper, we propose a model that describes the “double-edged sword” effect of eating together on food consumption and the differences in eating behaviors between different types of eating together. According to this model, eating together may promote healthy eating (positive effect) or lead to unhealthy eating behaviors (negative effect) under different theoretical perspectives. Future research should further investigate how to attenuate the negative effects of eating together on food consumption via the nudge theory, explore the multiple interaction of eating together by utilizing cutting-edge technologies, and explore the influence of eating together on emotions to integrate the strengths of eating together and other eating behaviors, so as to establish a more detailed psychological model of eating together.
Subjects: Psychology >> Social Psychology submitted time 2023-03-27 Cooperative journals: 《心理学报》
Abstract： Path integration refers to a type of navigation in which navigators integrate information regarding self-motion in order to update the spatial relationship between themselves and the starting point of their journey. Human path integration has been often assessed via a path completion task in which the participants travel along several segments and then attempt to directly return to the origin of an outbound path. Previous research has revealed the influence of non-sensory factors on human path integration, such as memory, previous experience, target knowledge, and route decision-making. It remains unclear, however, how individuals’ expectations regarding the outbound paths influence their return-to-origin behavior. In the present study, we used head-mounted display virtual reality to present hallway mazes and provided different instructions to 3 groups of participants in order to manipulate their expectations concerning the correct homing distance (i.e., the Euclidean distance between the starting and ending points of an outbound path) before they performed the path completion task. Specifically, the 3 groups were informed that the number of segments of each outbound path was positively correlated, negatively correlated, or uncorrelated with the correct homing distance. In actuality, we used an orthogonal design to make the correct homing distance uncorrelated to the number of segments. The results revealed that the participants exhibited less accurate return-to-origin responses when their expectations concerning the correct homing distance were violated, compared to when these expectations were confirmed by the actual experiences. When the participants expected the correct homing distance to be positively correlated with the number of segments, they showed even greater errors for more complex outbound paths than those who expected a negative correlation. That being said, it should also be noted that all participants’ return-to-origin responses were subject to the influence of the number of segments and correct homing distance, even though only one group of participants was instructed to have valid expectations. Taken together, these results demonstrate the influence of expectation on human path integration, although only having valid expectations cannot eliminate the influence of path properties on path integration. Moreover, individuals may rely more on expectation for more complex outbound paths. These findings therefore highlight the important roles that non-perceptual factors play in human path integration, and demonstrate that human path integration is an adaptive and strategic process.
Subjects: Psychology >> Social Psychology submitted time 2023-03-27 Cooperative journals: 《心理学报》
Abstract： People tend to associate colors with specific flavors, establishing color-flavor associations, and people can generate flavor expectations about foods and beverages based on color. Recent research has shown that participants can generate color expectations about packaged food based on a flavor label to guide the visual search for this flavor. However, it remains unclear how flavors modulate color processing. Here, we conducted two visual search experiments to address this issue. In Experiment 1, we used a peristaltic pump to deliver a dose of fruit-flavored beverage or flavorless purified water to the participants’ mouths, followed by a shaped-based visual search task. Half of the participants were informed that the strawberry and pineapple flavors were always followed by targets in the associated colors, while the rest of them were informed that the strawberry and pineapple flavors were always followed by targets in the non-associated colors. The flavorless water was not predictive of the color of the target. Their visual searches were faster when the target appeared in a flavor-associated color or when the target appeared in a non-associated color but the flavor-associated color was absent from the display. By contrast, the flavor cue did not facilitate visual search if the distractor was presented in the flavor-associated color, thus indicative of prioritized attention to this associated color. Considering that the participants were exposed to the flavor labels when they received their instructions at the beginning of Experiment 1, we conducted Experiment 2 to rule out the possible influence of flavor labels. Experiment 2 was performed with the same methods as in Experiment 1 except for one important difference. The participants were not given information regarding the specific flavors. They were only informed that flavors A and B were always followed by red- and yellow-colored targets, respectively. The flavors were always followed by targets in the associated colors for half of the participants and by non-associated colors for the rest of the participants. We obtained similar result patterns as in Experiment 1. The results of these two experiments consistently revealed an attentional bias toward flavor-associated colors in the shape-based visual search. These findings show how flavor cues could modulate visual information processing. Our findings provide empirical evidence regarding color-flavor interactions by showing the influence of gustatory cues on visual attention, which allows us to further investigate the underlying mechanisms and neural basis of crossmodal influence in future research.
Subjects: Psychology >> Social Psychology submitted time 2023-01-15
Abstract：
People usually eat with others in their daily life, which is referred to as eating together. There are overlaps and differences between the concepts of eating together and joint consumption as well as co-experiencing from the psychological perspective, and eating together can be categorized into different types along different dimensions. Moreover, the influence of eating together on food consumption can be integrated into a “double-edged sword” effect, and a theoretical model is developed based on this effect and the differences in eating behaviors between different types of eating together. According to this model, eating together may promote healthy eating (positive effect) or lead to unhealthy eating behaviors (negative effect) under different theoretical perspectives. Future research should further investigate how to attenuate the negative effects of eating together on food consumption via the Nudge Theory, explore multiple interactions of eating together by utilizing cutting-edge technologies, and explore the influence of eating together on emotions to integrate the strengths of eating together and other eating behaviors.
Peer Review Status:
Awaiting Review
Subjects: Psychology >> Cognitive Psychology submitted time 2022-03-02
Abstract：
"
People tend to associate colors with specific flavors, establishing color–flavor associations, and people can generate flavor expectations about foods and beverages based on color. Recent research has shown that participants can generate color expectations about packaged food based on a flavor label to guide the visual search for this flavor. However, it remains unclear how flavors modulate color processing. Here, we conducted two visual search experiments to address this issue.
In Experiment 1, we used a peristaltic pump to deliver a dose of fruit-flavored beverage or flavorless purified water to the participants’ mouths, followed by a shaped-based visual search task. Half of the participants were informed that the strawberry and pineapple flavors were always followed by targets in the associated colors, while the rest of them were informed that the strawberry and pineapple flavors were always followed by targets in the non-associated colors. The flavorless water was not predictive of the color of the target. Their visual searches were faster when the target appeared in a flavor-associated color or when the target appeared in a non-associated color but the flavor-associated color was absent from the display. By contrast, the flavor cue did not facilitate visual search if the distractor was presented in the flavor-associated color, thus indicative of prioritized attention to this associated color.
Considering that the participants were exposed to the flavor labels when they received their instructions at the beginning of Experiment 1, we conducted Experiment 2 to rule out the possible influence of flavor labels. Experiment 2 was performed with the same methods as in Experiment 1 except for one important difference. The participants were not given information regarding the specific flavors. They were only informed that flavors A and B were always followed by red- and yellow-colored targets, respectively. The flavors were always followed by targets in the associated colors for half of the participants and by non-associated colors for the rest of the participants. We obtained similar result patterns as in Experiment 1.
The results of these two experiments consistently revealed an attentional bias toward flavor-associated colors in the shape-based visual search. These findings show how flavor cues could modulate visual information processing. Our findings provide empirical evidence regarding color-flavor interactions by showing the influence of gustatory cues on visual attention, which allows us to further investigate the underlying mechanisms and neural basis of crossmodal influence in future research.
Peer Review Status:Awaiting Review
Subjects: Psychology >> Other Disciplines of Psychology submitted time 2018-10-26 Cooperative journals: 《心理学报》
Abstract：本研究采用头盔式虚拟现实与返回起点或路标的路径完成任务, 通过指导语来调控被试对于返回位置的预知, 检验目标预知对人类路径整合的影响。实验结果表明, 对于返回起点这一目标的预知可以使被试有效地忽略由于路标出现或路标数量增加而导致的干扰, 而对于返回路标这一目标的预知越多可以促使被试做出更准确的反应。这样的结果体现了目标预知作为一种非感知觉因素对于人类路径整合的影响, 也体现了人类路径整合的策略性和灵活性。
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