Subjects: Psychology >> Developmental Psychology submitted time 2023-03-28 Cooperative journals: 《心理科学进展》
Abstract： Embodiment cognition theory has become a significant direction of consumer behaviour with abundant research findings. Hardly, however, have any related studies done in China. To promote the development of this domain, we reviewed relevant researches from the perspective of visual sense, tactile sense, taste sense and perception of movement. In the aspect of visual sense, we examined the impact of “up and down”, “left and right” and “big and small”. In the aspect of tactile sense, we mainly studied the effect of “soft and hard”, weight and temperature. In the aspect of taste sense, we mainly studied the effect of “sweet and bitter”. In the aspect of perception of movement, we examined the impact of “up and down movement”, “approaching movement” and “shut-down action”. Finally, based on the limitation of previous researches, we put forward directions for future research.
Subjects: Psychology >> Social Psychology submitted time 2023-03-27 Cooperative journals: 《心理学报》
Abstract： Although there are many studies focusing on competitive advertising, brand advertising, category advertising, advertising clutter, and advertising interference, there has been little research focusing on strong brands competition. The extent literature focuses on Product Crisis Spillover Effect, Umbrella Branding Spillover Effect, Advertising Spillover Effect, and Corporate Social Responsibility Reputation Spillover Effect. However, what is the spillover effect for competition taking place among strong brands on weak brands? What will happen to the weak brands when two strong brands competing in the same category? Is it explained by the spillover effect theory? And what is the mechanism? These are a series of interesting questions that have both theoretical and practical value. A total of 855 college students (mean age = 22.6 years, SD = 3.4 years) participated in the experiments. First, advertising repetition and advertising length were used as the stimuli indicating competition strength, and perceived competition was used to represent competition strength. Then, the following focus question was investigated: will there be spillover effect on weak brands when two strong brands competing in the same category? Finally, the moderating role of product involvement and product attribute similarity for the main effect was tested. Experimental methods were adopted in these studies and fictitious brands were used to test the research hypotheses.The results of the present study indicates that, advertising repetition is closely related to perceived competition, and the more repetitions of two brand advertisements, the higher the competition level perceived by the subjects is, which indicated that advertising repetition can be used as a specific means of operating the advertising competition. However, the advertisement length has no effect on the perceived competition. Strong brand advertising competition has a spillover effect on weak brands. With the increase in the competition strength of strong brand advertising, the spillover effect on weak brands has also increased accordingly. The degree of product involvement and similarity of product attributes have a moderating effect on the main effect, and the lower product involvement and the higher similarity of product attributes tended to produce the greater spillover effect.The current study enriches the existing spillover theory and discovered the spillover effect of strong brand advertising competition within the same category on weak brands for the first time. At the same time, the study found that the product involvement and product attribute similarities have a moderating effect on the spillover effect. The conclusions of the research can be used to guide advertising practice and brand owners and market managers in different market positions.
Subjects: Psychology >> Social Psychology submitted time 2023-03-27 Cooperative journals: 《心理学报》
Abstract： Online gaming is very popular among college students in China. Whereas low to moderate levels of online gaming may be entertaining and provide opportunities to interact with other players online, excessive gaming can lead to online gaming addiction and associated problems such as depression and anxiety. Prior studies have investigated the risk for online gaming addiction in terms of the ecological context in which addiction occurs. The present study has taken a further step by focusing on students’ perceptions of relative deprivation as a macrosystem influence on online gaming addiction. According to the cognitive-behavior model of Pathological Internet Use (PIU), the perception of relative deprivation may increase the risk for online gaming addiction by inducing negative thoughts and emotions or by increasing escape motivation. Importantly, the effect of relative deprivation may be mediated by maladaptive cognition; that is, the perception of relative deprivation may lead to maladaptive cognition, which in turn would predict online gaming addiction. Furthermore, individual differences in mindset may moderate this mediation process, in that entity theorists may be more vulnerable to maladaptive cognition than incremental theorists. In sum, we proposed a moderated mediation model to account for online gaming addiction. Specifically, we tested the relationship between relative deprivation and online gaming addiction, the mediating effect of maladaptive cognition, and the moderating effect of mindset, in a sample of college students. The participants of this study were 1,008 college students (mean age = 19.03 years, SD = 0.97 year; 795 males, 213 females) who had experience in online game playing. Their average time gaming was 1.74 hours (SD = 2.21 hours) per day in the past half year. The participants completed a battery of questionnaires, including the Financial Relative Deprivation Questionnaire, Maladaptive Cognitions Scale, Implicit Person Theory Measure, and Internet Gaming Disorder Scale. The proposed moderated mediation model was tested using regression analysis and the PROCESS macro. Previous studies have suggested that online gaming addiction may differ by gender and age. Hence, the effects of gender and age were controlled in all analyses. Results showed that: (1) Relative deprivation positively predicted online gaming addiction in college students. (2) Maladaptive cognition partially mediated this association. (3) This mediating effect was moderated by student mindset, in that it was stronger for students who were entity theorists than for those who were incremental theorists.The present study is the first to demonstrate the detrimental impact of perceived relative deprivation and the moderated mediation effect of maladaptive cognition and mindset on online gaming addiction. Our findings provide further evidence of the role of ecological context in the risk for online gaming disorder. They also have potential applied value with regard to online gaming addiction in college students. Because incremental theory may be more helpful than entity theory for online gaming addicts, and because incremental theory can be learned through training, understanding students’ self-theories can inform the development of prevention and intervention programs for online gaming addiction.
Subjects: Psychology >> Social Psychology submitted time 2023-03-27 Cooperative journals: 《心理学报》
Abstract： The two main theoretical views of emotional word processing are conflicting. According to standard psycholinguistics, emotions are elicited within the reading network itself after semantic activation. However, neural reuse theories suggest that emotional words can be directly processed by the brain region that is activated in emotional information processing, similar to how emotional images, smell, and faces are processed. This means that emotional effects to words occur before semantics, which benefits human adaptability. The processing of emotional words in phonetic characters supports the view of neural reuse, but the processing of emotional words in ideographic texts has no evidence. An event-related potential experiment and a behavioral experiment were conducted to explore the processing of emotional information while reading at an implicit level. A total of 262 Chinese words were selected from the Chinese Affective Stimulus System. Among these words, 128 were disgust-related words, 100 were neutral words, and 34 were transportation-related words. We then selected 35 neutral words, 35 disgust-related words, and 24 transportation-related words that were matched on the basis of valence and arousal. Twenty Chinese college students (10 female) participated in the EEG experiment. They were asked to press the response button using their right index finger when the words they read were related to transportation (Go trials). Otherwise, they should not respond (No-go trials). Another 30 healthy individuals (15 female) participated in the behavioral experiment. However, they were asked to silently read the presented words and press the response button using their right index finger only when a given word was not related to transportation (Go trials). Otherwise, they should not respond (No-go trials). The EEG experiment showed that differences between disgust and neutral words appeared as early as 170 ms after the onset of stimulus. No significant effect of emotion was found on P100 (the early ERP component). However, a significant main effect of emotion was found for the early posterior negativity (EPN). Disgust-related words evoked a larger right EPN than neutral words did. A negative going wave reflecting the processing of meaning was found at approximately 400 ms, and source localization indicated a cortical generator of emotion effect near the left anterior insula. The inhibition response to disgust-related words generated greater late positive component than the response to neutral words. Specifically, disgust-related words evoked a much larger P600 amplitude compared with neutral words. Behavioral experiment results showed a significant difference between the reaction time to disgust-related words and neutral words. Participants responded faster to disgust-related words than to neutral words. Results indicate that negative emotional words have an advantage in processing over neutral words. Emotional response to negative emotional words occurs before the processing of their semantics. The processing of negative emotional words supports theory of neural reuse. This finding shows that the nervous system is highly flexible and can process information in an appropriate manner according to the needs in an actual situation. Moreover, when processing emotional information, ideographic Chinese emotional words start earlier and activate a wider range of brain regions than phonetic Western emotional words.
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