Subjects: Psychology >> Social Psychology submitted time 2023-03-27 Cooperative journals: 《心理学报》
Abstract： Prior research has consistently demonstrated that consumers have a negative preference for brands associated with dissociative groups. Conditions under which these preferences might be changed have remained largely unexamined. The current work investigates the effect of threat of freedom on consumers’ preferences for brands associated with dissociative groups. We propose that consumers who experience a high level of threat of freedom will prefer brands associated with dissociative groups. This effect is mediated by a heightened feeling of psychological reactance induced by the high level of threat of freedom. We also examined the moderating role of narrative and self-esteem on the effect.One pilot experiment and three laboratory experiments were conducted to test our conceptualization. In experiment 1, we assessed the basic effect by which threat of freedom influences consumers’ preferences for brands associated with dissociative groups. In this experiment, we also examined the mediating effect of psychological reactance. In experiment 2, we tested the robustness of the effect found in experiment 1 and investigated the moderating role of means of narrative through a two-by-two inter-subject design (freedom threat: low vs. high and means of narrative: yes vs. no). In experiment 3, we investigated the moderating role of self-esteem through a two-by-two mixed design (freedom threat: low vs. high and self-esteem: low vs. high).The results of three experiments confirm our predictions. The results of experiment 1 showed that the participants in the high threat-of-freedom group tended to prefer brands associated with dissociative groups. This effect was found to be mediated by psychological reactance. In experiment 2, our findings showed that the influence of threat of freedom on consumers’ preference for brands associated with dissociative groups was replicated when a non-narrative information transmission model was used, and the effect was mitigated when a narrative information transmission mode was used. Finally, experiment 3 confirmed the moderating role of self-esteem by showing that participants with high self-esteem tended to prefer brands associated with dissociative groups when they experienced high vs. low threat of freedom. For participants with low self-esteem, such effects became non-significantly different.The current research has theoretical and practical contributions in the following aspects. First, it contributes to the literature of dissociative groups by documenting a condition in which consumers’ negative attitude toward brands associated with dissociative groups can be improved. Second, this research extends the current literature on threat of freedom by revealing a preference for brands associated with dissociative groups as a new behavioral downstream. Finally, our findings have clear marketing implications. Certain types of consumers may experience varying levels of threat of freedom. Marketers may consider using actors who represent a dissociative identity in their marketing communications to attract this type of consumers.
Subjects: Biology >> Botany >> Applied botany submitted time 2020-08-02 Cooperative journals: 《广西植物》
Abstract：瑶族民间药浴历史悠久，是重要的疾病预防和治疗手段，是我国重要的非物质文化遗产。江华瑶族自治县药浴植物丰富，药浴配伍独具当地特色。本研究采用民族植物学方法对湖南江华瑶族自治县瑶族传统利用的药浴植物进行了调查。共收集整理了152种药浴植物，隶属于70科125属，记录了其瑶名、学名、入药部位以及功能主治等。并调查记录了部分常用药浴与产后药浴植物配伍。结果表明：江华瑶族药浴植物中草本植物占明显优势，且多为全草入药，主要用于治疗风湿关节炎、跌打损伤、妇科病以及皮肤病等，常用的药浴植物多为祛风除湿的“风药”；同时，通过实地调查和访问调查发现，珍贵药浴植物种群规模因过度采挖和生境破坏而减小；对比了广西、云南、湖南等地区瑶族药浴植物的异同，探讨其背后的相关性和原因。作为非物质文化遗产的瑶族药浴面临诸多方面的威胁，其内部科学性仍有待探究，需进一步加强综合研究与合作，为其保护、传承和发扬提供保障。
Subjects: Management Science >> Enterprise Management submitted time 2019-01-13
Abstract： " Prior research has consistently demonstrated that consumers have a negative preference for brands associated with dissociative groups. Conditions under which these preferences might be changed have remained largely unexamined. The current work investigates the effect of threat of freedom on consumers’ preferences for brands associated with dissociative groups. We propose that consumers who experience a high level of threat of freedom will prefer brands associated with dissociative groups. This effect is mediated by a heightened feeling of psychological reactance induced by the high level of threat of freedom. We also examined the moderating role of narrative and self-esteem on the effect. One pilot experiment and three laboratory experiments were conducted to test our conceptualization. In experiment 1, we assessed the basic effect by which threat of freedom influences consumers’ preferences for brands associated with dissociative groups. In this experiment, we also examined the mediating effect of psychological reactance. In experiment 2, we tested the robustness of the effect found in experiment 1 and investigated the moderating role of means of narrative through a two-by-two inter-subject design (freedom threat: low vs. high and means of narrative: yes vs. no). In experiment 3, we investigated the moderating role of self-esteem through a two-by-two mixed design (freedom threat: low vs. high and self-esteem: low vs. high). The results of three experiments confirm our predictions. The results of experiment 1 showed that the participants in the high threat-of-freedom group tended to prefer brands associated with dissociative groups. This effect was found to be mediated by psychological reactance. In experiment 2, our findings showed that the influence of threat of freedom on consumers’ preference for brands associated with dissociative groups was replicated when a non-narrative information transmission model was used, and the effect was mitigated when a narrative information transmission mode was used. Finally, experiment 3 confirmed the moderating role of self-esteem by showing that participants with high self-esteem tended to prefer brands associated with dissociative groups when they experienced high vs. low threat of freedom. For participants with low self-esteem, such effects became non-significantly different. The current research has theoretical and practical contributions in the following aspects. First, it contributes to the literature of dissociative groups by documenting a condition in which consumers’ negative attitude toward brands associated with dissociative groups can be improved. Second, this research extends the current literature on threat of freedom by revealing a preference for brands associated with dissociative groups as a new behavioral downstream. Finally, our findings have clear marketing implications. Certain types of consumers may experience varying levels of threat of freedom. Marketers may consider using actors who represent a dissociative identity in their marketing communications to attract this type of consumers.
Peer Review Status:
Awaiting Review
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