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ISSN 1671-3710
CN 11-4766/R
主办:中国科学院心理研究所
出版:科学出版社

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    Conceptual Framework
    Dissociating the external manifestation and internal representation of volition
    LUO Xiaoxiao, ZHOU Xiaolin
    2026, 34 (1):  1-17.  doi: 10.3724/SP.J.1042.2026.0001
    Abstract ( 859 )   HTML ( 78 )  
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    Volition, the ability to control oneself voluntarily, is the central characteristic that distinguishes humans from animals and machines, and is the cornerstone of physical and mental health and human society. Its main components include voluntary action and control belief. The former refers to the action based on one’s own will and is the external expression of volition; the latter refers to the belief that the implementation of a voluntary action can have an effect on the external world and is the internal representation of volition. Individuals express their volition to the external world through voluntary actions, but they also need to have control belief to ensure the will to implement voluntary actions.
    Most previous studies have explored volition based on voluntary action, but have failed to empirically distinguish the effect of control belief from the effect of voluntary action. Based on an innovative experimental paradigm (volition-motivated performance paradigm, VMP paradigm), this study proposes to dissociate the effect of control belief from the effect of voluntary action on cognitive performance (Study 1), and further combine computational models, simultaneous EMG and EEG recordings (Study 2), and functional magnetic resonance imaging (Study 3) to reveal the common/unique dynamic neurophysiological mechanisms and neural basis of the voluntary action and control belief.
    In particular, the present study proposes to adopt the VMP paradigm in which participants are asked to voluntarily/forcedly choose a picture and then complete a cognitive task (here the Simon task is used) with the chosen picture as a background. This classical VMP paradigm includes both the effect of control belief and the effect of voluntary action. Importantly, after completing this classical VMP paradigm task in the first day, participants are asked to conduct two revised VMP tasks in the second day. In the first revised VMP task, the background picture is fixed (i.e., irrelevant to the chosen picture). In this way, participants’ control belief would be defeated (i.e., “my choice would not affect the display of background”) and only the effect of voluntary action (i.e., the action of making a choice) is retained. In the second revised VMP task, participants would not make a choice. Instead, they conduct the Simon task directly with a background picture. Before the Simon task in each trial, participants would be informed by a cue that the following background is the chosen picture by you (voluntary choice condition) or the computer (forced choice condition) in the first day. In this way, participants would hold control belief (i.e., “the displayed background is my choice yesterday”) but the effect of voluntary action is eliminated (i.e., conduct the Simon task directly without making a choice).
    By comparing the patterns of classical VMP task and the first/second revised VMP task, we can distinguish the effect of control belief from the effect of voluntary action. By fitting the diffusion model for conflict task (DMC), we can differentiate components of cognitive processing and reveal the unique/common impact of voluntary action and control belief on cognitive processing at the behavioral level. By simultaneous recording EMG and EEG, we can reveal the unique/common dynamic changes in cognitive processing affected by voluntary action and control belief at the of electrophysiological level (muscle activity vs. brain activity). By using fMRI technique, we can reveal the unique/common brain neural basis, functional connectivity, and activation patterns of the effect of voluntary action and control belief on cognitive processing at the level of blood oxygen level dependent (BOLD) signal.
    This study aims to construct a “dual-path hypothesis of human volition processing” which can finely distinguish the role of external manifestation (voluntary action) and internal representation (control belief) of human volition. We assume that the process of human volition is processed through two paths simultaneously. One path is related to the voluntary action, reflecting the action attribute of volition (i.e., action expectation, planning, execution, etc.), such as expressing volition may promote subsequent response execution. Another path is related to the control belief, reflecting the motivational attribute of volition (i.e., “reward like effect”), such as expressing volition may affect an individual’s discrimination criteria (response tendency), and limited volition may be related to depression. In sum, human volition may possess with two attributes (action and motivation) to form a complete volition through dual path processing.

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    The evolutionary origins of mental accounting and their influence on account operation processes
    XIN Ziqiang, WANG Luxiao, XIAO Huiwen
    2026, 34 (1):  18-28.  doi: 10.3724/SP.J.1042.2026.0018
    Abstract ( 510 )   HTML ( 40 )  
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    The theory of mental accounting posits that individuals create separate mental accounts for different decision-making tasks, each budgeted independently with non-fungible funds. This separate accounting management method reduces the efficiency of resource allocation, and it is thus considered a deviation from economic rationality. Despite being recognized as a cognitive bias or anomaly, mental accounting remains a persistent feature of human behavior and influences a wide range of financial decisions. A fundamental question, therefore, remains unanswered: if mental accounting is inherently inefficient, why has it been widely preserved through evolution?
    Drawing on evolutionary psychology, this research advances the evolutionary origins hypothesis of mental accounting. We propose that mental accounting is not merely an irrational bias but an adaptive mechanism shaped by ancestral environments to fulfill three fundamental evolutionary goals: survival, reproduction, and hedonic well-being. These goals provide the structural foundation for the classification and management of mental accounts. Specifically, they shape the typical classification of mental accounts, while their relative importance and activation levels determine the rigidity of account governance. This governance is reflected in systematic patterns of preference in resource allocation, reinforcement of resource inputs when goal-relevant, and resistance to cross-account.
    To test this hypothesis, we design four studies. Study 1 deconstructs and adapts Kahneman and Tversky’s classic theater ticket paradigm to separate two competing explanations of the mental accounting effect: (a) categorization as a general cognitive strategy and (b) semantic processing of account labels. By isolating these mechanisms, the study clarifies the underlying logic of mental accounting and tests whether the phenomenon arises primarily from the semantic content of account labels rather than from classification per se.
    Study 2 examines whether typical mental accounting categories can be mapped onto the three evolutionary goals. Using both explicit and implicit measures, this study investigates whether survival goals correspond to the essential living account, reproduction goals to the relationship maintenance account, and hedonic goals to the leisure and entertainment account. Demonstrating this mapping provides direct evidence that mental accounting classification is not arbitrary but grounded in deep evolutionary functions.
    Studies 3 and 4 respectively approached the issue from the perspectives of the importance of the goals and the degree of goal activation, aiming to answer how evolutionary goals influence the management rules of different mental accounts. Study 3 examines how the three account categories differ systematically in resource allocation, reinforcement of resource inputs, and resistance to cross-account transfers. Specifically, the essential living account is governed most rigidly, and the leisure and enjoyment account is managed with the greatest flexibility. This hierarchy corresponds to the relative importance of the three evolutionary goals: survival, reproduction, and hedonic well-being. Study 4 manipulates evolutionary goal activation to establish causal effects. Activating goals related to survival, reproduction, or hedonic well-being should increase the rigidity of the corresponding account’s governance.
    By integrating macro-level evolutionary origins with micro-level operational mechanisms and linking theoretical deduction with empirical evidence, this study advances a hypothesis on the evolutionary origins of mental accounting. It connects the ultimate question of why mental accounts exist with the process-oriented inquiry of how they operate, thereby bridging a central theoretical gap in the field and addressing the fragmentation that has resulted from prior research’s narrow focus on isolated components. This framework situates mental accounting within a broader evolutionary logic, suggesting that what appears as economic irrationality may in fact represent adaptive decision strategies tuned to ancestral environments.
    Beyond its theoretical value, the proposed framework offers important practical insights. It provides businesses with guidance to design more targeted product marketing strategies grounded in the semantics of evolutionary goals, and it helps individuals manage resources more effectively by prioritizing these goals. In doing so, it enables precise interventions that align with an understanding of the underlying evolutionary logic.

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    The double-edged sword effect of micro-breaks and its boundary conditions
    NIE Qi, ZHANG Jie
    2026, 34 (1):  29-43.  doi: 10.3724/SP.J.1042.2026.0029
    Abstract ( 411 )   HTML ( 22 )  
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    Micro-breaks, defined as short, voluntary breaks taken by employees during working hours, have long been regarded as an important means of restoring physical and psychological resources. Although prior research has predominantly emphasized the benefits of micro-breaks, such as enhanced recovery, improved affect, and greater subsequent engagement, organizational practice often reflects a more skeptical stance. Many managers tend to perceive micro-breaks as counterproductive, associating them with time-wasting, distraction, or even opportunistic behaviors. This mismatch between academic advocacy and managerial skepticism underscores the necessity of investigating micro-breaks in a more balanced and dialectical manner. To address this gap, the present study develops a comprehensive framework that simultaneously highlights both the positive and negative consequences of micro-breaks—what we conceptualize as the “double-edged sword” effect.
    The central innovation of this study lies in its multi-level, multi-perspective approach. Existing studies have largely adopted an intra-individual lens, focusing on how micro-breaks influence employees’ cognitive and affective states. By contrast, this research expands the scope to incorporate three distinct but interconnected perspectives: (1) the employee’s own outcomes, (2) supervisors’ evaluative and behavioral responses, and (3) coworkers’ reputational judgments and subsequent social interactions. Through this tripartite design, the study captures a broader spectrum of outcomes that micro-breaks may trigger within organizations, providing a more holistic understanding of this pervasive workplace phenomenon.
    From the employee perspective, the study identifies two divergent performance pathways. Drawing on Conservation of Resources (COR) theory, we argue that micro-breaks can replenish depleted energy, foster inspiration, and subsequently stimulate creative idea generation. At the same time, however, micro-breaks can divert attentional resources, promote mind wandering, and ultimately delay task progress. These contrasting effects highlight what we term the performance paradox of micro-breaks, where the same behavior simultaneously enables creativity while risking procrastination.
    From the supervisor perspective, the study incorporates attributional reasoning within the framework of interpersonal perception theory. Supervisors observing an employee’s micro-break may generate dual causal attributions: they may interpret the behavior as an energy management strategy, justifying support and benevolence, or as time encroachment, warranting criticism or punishment. This dual-path attribution process gives rise to the reward-punishment paradox. Importantly, we theorize that leadership style moderates these attributions. Specifically, benevolent leadership is likely to amplify energy-management attributions while dampening time-encroachment attributions, thereby shaping supervisors’ behavioral responses in more constructive ways.
    From the coworker perspective, the focus shifts to social reputation. Colleagues may stigmatize micro-breaks as a sign of laziness, distraction, or “time theft,” resulting in workplace exclusion and strained interpersonal relations. Alternatively, they may interpret micro-breaks as an indicator of effective energy regulation and positive health orientation, conferring reputational benefits and fostering collegial support. This duality constitutes the social paradox of micro-breaks. Extending prior literature, we examine how temporal context (morning vs. afternoon) influences coworkers’ interpretations: breaks taken in the afternoon are more likely to be perceived as legitimate recovery in response to accumulated fatigue, whereas morning breaks are more readily construed as shirking or resource misuse.
    Another theoretical contribution of this study is the integration of Chinese philosophical wisdom—the framework of “Heavenly timing, geographical advantages, and human harmony”—to conceptualize boundary conditions of the double-edged sword effects. This culturally grounded perspective not only enriches the theoretical diversity of micro-break research but also provides context-sensitive insights into how employees can maximize benefits while minimizing costs of micro-breaks in practice. By linking indigenous philosophy to contemporary organizational behavior, the study contributes to the localization and internationalization of management theory.
    Collectively, this research makes three key contributions. First, it develops a dialectical model of micro-breaks by systematically articulating their dual consequences across individual, supervisory, and coworker levels, thereby bridging the divide between scholarly optimism and managerial skepticism. Second, it expands the theoretical lens from intra-individual processes to interpersonal dynamics, advancing a more integrative perspective that situates micro-breaks within the broader social fabric of organizations. Third, by incorporating culturally rooted boundary conditions, the study introduces novel theoretical insights that enrich global discussions of micro-breaks and demonstrate the relevance of indigenous wisdom for management research.
    The findings also carry significant practical implications. For organizations, the study suggests that rigidly prohibiting micro-breaks may neglect their potential to foster creativity and recovery, whereas unregulated tolerance may encourage procrastination or negative social perceptions. A more nuanced management approach is required: establishing flexible guidelines that acknowledge both the necessity and risks of micro-breaks, encouraging leaders to adopt attributionally fair interpretations, and promoting coworker understanding to reduce stigma. For employees, the study highlights the importance of strategically timing and framing micro-breaks to maximize positive outcomes and minimize reputational costs. Ultimately, this research encourages organizations and employees alike to embrace micro-breaks not as unilaterally “good” or “bad,” but as a complex phenomenon whose value depends on context, interpretation, and balance.
    In sum, this study advances a comprehensive theoretical framework of micro-breaks as a double-edged sword, integrates multi-perspective analyses, and introduces culturally grounded boundary conditions. By doing so, it not only reconciles divergent views in the literature but also provides actionable insights for organizational practice. This contribution underscores the necessity of dialectical thinking in organizational behavior research and points toward new directions for future investigations of everyday workplace phenomena.

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    The formation and impact mechanism of service robot-work environment fit
    GUAN Xinhua, XIE Lishan, MA Xujing
    2026, 34 (1):  44-59.  doi: 10.3724/SP.J.1042.2026.0044
    Abstract ( 241 )   HTML ( 28 )  
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    The rapid advancement of artificial intelligence (AI) and robotics has made it feasible for enterprises to leverage robots to create value for customers. However, instances of service failures attributed to robots, robots being decommissioned, or left underutilized due to inadequate performance are also prevalent. Existing research has primarily focused on examining the impacts of service robots on customers' cognitive processes, emotional responses, and behavioral intentions. On the one hand, this body of work has overlooked the relationships between robots as service agents and their work environments, failing to explain phenomena such as enterprises terminating service robot contracts or robots being underutilized. On the other hand, it has not fully recognized the critical role of organizations in enabling service robots to realize their full potential, nor has it accounted for the complexity and dynamism of value formation in multi-agent interaction contexts involving employees, service robots, and customers—in which both co-creation and co-destruction of value may occur. Against this backdrop, this study proposes the concept of "service robot-work environment fit" and investigates its formation mechanisms and impacts.
    Through three closely interconnected and hierarchically progressive components, this study constructs a theoretical framework centered on the main thread of “robot and job design characteristics → service robot-work environment fit → employee and customer value creation.” From the perspectives of organizational agency and conservation of resources, the framework explores boundary conditions. Study 1, grounded in person-environment fit theory, the triadic structure of service encounters, and concepts of compatibility and fit, examines the connotative structure of service robot-work environment fit and develops a measurement scale. Study 2, building on mind perception theory and job design theory, investigates how to enhance service robot-work environment fit from the lens of robot and job design. It further analyzes the moderating roles of technology-, employee-, and customer-oriented factors in these relationships from an organizational agency perspective, thereby revealing the formation mechanisms of fit. Study 3, rooted in value co-creation theory and supplemented by conservation of resources theory, constructs a dual-edged path (both enabling and constraining) of “fit → employee cognitive appraisals and behaviors → value creation.” It also explores contingency factors across individual, interactional, and organizational levels to elucidate the influence mechanisms of service robot-work environment fit.
    Building on the novel interactive relationships introduced by service robots, this study deconstructs service robot-work environment fit, thereby advancing its conceptualization and measurement. By exploring the antecedents and boundary conditions of service robot-work environment fit, it not only uncovers the formation process of fit but also opens new avenues for research on related issues in the service sector. Through analyzing the dual-edged paths of value co-creation and co-destruction, the study provides an in-depth examination of the impacts of fit from cognitive and behavioral perspectives, offering a systematic and comprehensive framework to understand the dual-edged effects of service robot-work environment fit on value formation and its underlying mechanisms. This work also serves as a robust supplement to research on individual cognition and behavior in human-robot co-creation contexts. Collectively, this research framework not only provides new perspectives and theoretical tools for conducting in-depth analyses of how enterprises manage complex human-robot relationships in smart technology-enabled service contexts, thereby advancing theoretical research on service robots, but also offers practical guidance for service enterprises adopting robots on managing key issues such as human-robot collaboration, value co-creation, and intelligent transformation.

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    Meta-Analysis
    A meta-analysis of the irrelevant speech effect in complex language processing tasks
    ZHANG Nan, LI Xukui
    2026, 34 (1):  60-82.  doi: 10.3724/SP.J.1042.2026.0060
    Abstract ( 201 )   HTML ( 7 )  
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    The irrelevant speech effect (ISE)—performance disruption caused by task-unrelated speech—is well established in simple language processing tasks. Far less consensus exists for complex language processing, where multiple operations (e.g., lexical recognition, syntactic parsing, semantic integration, inferential reasoning) are jointly engaged. Clarifying whether the ISE generalizes to such tasks, how large it is under realistic cognitive load, what sources and pathways of interference drive it, and which conditions modulate it is essential for theory building across attention, working memory, and language comprehension, as well as for applied domains where background speech is pervasive (classrooms, open-plan offices, and multimedia learning environments).
    This study had three aims: to estimate the overall magnitude of the irrelevant-speech effect (ISE) in complex language-processing tasks; to assess the strength of evidence for the phonological- and semantic-interference hypotheses (sources of interference) as well as for the process-interference hypothesis (pathway of interference); and to identify moderators, individually and jointly, that account for discrepant findings in the literature. To address these aims, a random-effects meta-analysis was conducted in which 30 studies contributing 113 independent effect sizes on complex language processing under irrelevant speech were synthesized. The random-effects framework accommodated between-study heterogeneity arising from differences in populations, task characteristics, and speech properties. Heterogeneity was interrogated via subgroup analyses for categorical moderators and meta-regressions for continuous moderators, followed by tests of moderator interactions.
    The results revealed four main findings. First, at the broadest level, irrelevant speech yielded a small but reliable decrement in performance on complex language tasks, indicating that the effect generalized beyond simple language processing. Second, semantic interference produced greater disruption than phonological interference, providing stronger quantitative support for the semantic-interference account and pointing to competition at the level of meaning. The evidence also provided moderate support for a process-interference mechanism. Third, effect sizes were systematically modulated by key conditions: participant age group (children and young adults were more susceptible than older adults), intelligibility of the irrelevant speech (meaningful speech produced significantly greater interference than meaningless speech), loudness (loud irrelevant speech significantly impaired performance), predictability (interference decreased from halfalogues to monologues to dialogues), type of “meaningless” speech (phonotactically well-formed nonsense yielded greater interference than other sounds), and task type (greater in memory than in comprehension or recognition). Finally, consistent with the central role of intelligibility, robust interactions emerged: intelligibility interacted with age group (children and young adults showed a significant difference between meaningful and meaningless speech; older adults did not), with task type (a difference appeared only in comprehension, not in memory or recognition), with the linguistic unit targeted (a difference appeared only at the sentence and discourse levels, not at the word level), and with the writing system (greater interference for meaningful than meaningless in logographic scripts; the same pattern held but was smaller in phonographic/alphabetic scripts).
    Theoretically, this study advances the literature by delineating “complex language-processing tasks.” It provides a comprehensive assessment of how irrelevant speech interferes with them and tests, in complex settings, the applicability of theoretical models originally proposed for simple language-processing tasks. Moreover, results demonstrate a clear quantitative advantage for semantic-interference accounts over phonological accounts and provide moderate support for process-interference mechanisms. Furthermore, the rationale for selecting moderator variables is detailed in this study, their moderating effects and the interactions among key variables are analyzed in depth, and the sources of inconsistency in prior findings on the ISE are identified (e.g., variation in the materials used for “meaningless” background speech). Finally, this study indicates that logographic scripts likewise exhibit an irrelevant speech effect comparable in magnitude to that observed for phonographic scripts.
    Practically, these findings can inform implementation by offering guidance on the use of audio, video, and other modern educational technologies to support language learning in contemporary multimedia instruction; proposing approaches to design and optimize learning environments that mitigate interference from background noise; and providing theoretical guidance and support for developing more effective interventions and treatments for individuals with cognitive impairments.

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    The relationship between sadness and prosocial behavior: A three-level meta-analysis
    FAN Wei, CHENG Ying
    2026, 34 (1):  83-96.  doi: 10.3724/SP.J.1042.2026.0083
    Abstract ( 318 )   HTML ( 12 )  
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    This meta-analysis resolves a longstanding debate about sadness's impact on prosocial behavior through an innovative three-level modeling approach, systematically integrating 41 studies (70 effect sizes, N = 10,173) spanning nearly 50 years. Challenging conventional views that predominantly emphasize sadness's negative effects, we found a weak but significant positive correlation between sadness and prosocial behavior. This finding provides robust empirical support for the perspective that sadness can indeed promote prosocial actions, moving beyond the traditional notion that it necessarily inhibits such behaviors. Our methodological innovations are crucial for the robustness of these findings: (1) We employed a three-level meta-analysis framework, which effectively addresses the limitations of traditional meta-analyses' effect size independence assumption by decomposing variance into sampling error, within-study, and between-study components. This allows for a more precise parsing of different-level variables' contributions and a systematic examination of individual and contextual moderating factors. (2) Comprehensive bias controls, including p-curve analysis (confirming the effect's authenticity and ruling out publication bias or p-hacking), funnel plots, and Egger's regression, were rigorously applied to ensure the reliability of our results. (3) Rigorous sensitivity analyses, using a leave-one-out method, further demonstrated the stability and robustness of our findings, indicating that the overall effect was not driven by any single study or outlier.
    Moderation effect analysis revealed that age stage is a crucial moderator of the relationship between sadness and prosocial behavior, with correlations peaking during young adulthood and exhibiting a nonlinear trend. This suggests that sadness's prosocial effects dynamically change with individual development, closely associated with emotional cognitive maturation and moral development. In contrast, factors such as gender, sadness induction methods, sadness assessment approaches, prosocial behavior classification, and sadness types showed no significant moderating effects. This indicates a high cross-contextual consistency in sadness's impact on prosocial behavior, suggesting that the underlying mechanisms are broadly applicable across various contexts and forms of sadness.
    Theoretically, by integrating emotion regulation theory, the negative state relief model, and the appraisal tendency framework, this study elucidates two primary pathways through which sadness promotes prosocial behavior: self-focused helping motivation driven by emotional repair and compensatory social connection needs triggered by a low sense of control. These mechanisms work together, enabling sadness to stimulate prosocial behavior. The research results offer a new perspective on the prosocial transformative potential inherent in sadness, suggesting that sadness, often perceived negatively, can serve an adaptive function in fostering social connection and altruism. These advances provide robust evidence that sadness can motivate prosocial actions, suggesting new intervention approaches that harness this adaptive potential. For instance, emotional interventions could focus on creating favorable conditions to guide sadness experiences toward promoting social connection, rather than solely aiming to alleviate the emotion.
    Despite these significant contributions, the study has limitations. There was a low proportion of longitudinal research and trait sadness studies, which limits the understanding of long-term effects and the distinction between state and trait sadness. Additionally, the cross-cultural sample was imbalanced, with a predominance of Western samples, which may limit the generalizability of the findings. Future research should examine underlying mechanisms more deeply, explore sadness subtypes with more balanced samples, and investigate cross-cultural and developmental variations across the entire life cycle to further clarify this complex relationship. This work redefines sadness as a nuanced social emotion with important implications for psychological theory and practice, providing a more comprehensive understanding of its role in human social behavior.

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    Regular Articles
    Bilingual control mechanism in voluntary language switching
    ZHUANG Binyuan, YANG Jing
    2026, 34 (1):  97-107.  doi: 10.3724/SP.J.1042.2026.0097
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    Voluntary language switching refers to the language switching that occurs spontaneously among bilinguals. While forced language switching tasks require bilinguals to select language based on external cues (e.g., color of frames or national flags), voluntary switching tasks provide a context where bilinguals may freely select their intended language on any given trial (e.g., via instructions). It echoes the dense code-switching context described in the Adaptive Control Hypothesis (Green & Abutalebi, 2013), where bilinguals rely more on opportunistic planning and less on conflict monitoring or interference suppression. By contrast, forced switching tasks parallel the dual-language context, which places higher demands on executive control processes such as interference suppression, goal maintenance, and conflict monitoring. Indeed, recent studies suggest that, compared with forced language switching,voluntary language switching does not necessarily impose a cognitive burden. As a result, switching cost can be markedly reduced or even eliminated when switching is driven by bottom-up lexical access or when speakers have full freedom to maintain language consistency.
    Neuroimaging evidence indicates that voluntary language switching is characterized by distinct neural activation patterns in contrast to forced language switching. It differs both in the intensity of neural activation and in the temporal locus of inhibitory control. Voluntary switching not only engages brain regions implicated in inhibitory control (e.g., the right inferior frontal gyrus) but also recruits additional areas associated with self-initiated decision-making (e.g., the medial prefrontal cortex). More specifically, the process unfolds in distinct temporal stages. During the early phase of language selection, voluntary switching recruits neural mechanisms related to free decision-making (e.g., bilateral frontoparietal and medial prefrontal cortices). In contrast, during the later stages of speech execution, it elicits reduced activation in classical language control regions.In naturalistic contexts, the reduced reliance on inhibitory control may facilitate a more efficient allocation of neural resources. These findings highlight the critical role of intention formation and prospective planning, rather than inhibitory control per se, in voluntary switching. Taken together, the evidence suggests that voluntary switching relies more heavily on mechanisms of intention generation and anticipatory planning than on reactive inhibition.
    Bilingual control in voluntary language switching is shaped by second language(L2) proficiency, contextual factors, and individual executive control abilities. L2 proficiency influences language selection preferences and may modulate the extent of proactive control at the global level. Contextual factors—including non-linguistic contexts (e.g., interlocutor settings and emotional states) and linguistic contexts (e.g., sentence contexts)—may induce adaptive changes of both proactive and reactive language control at the global and local levels. Furthermore, voluntary switching is also closely associated with domain-general executive control components, such as inhibitory control, working memory, and conflict monitoring. Importantly, different forms of voluntary switching (e.g., conscious vs. unconscious; intra-sentential vs. inter-sentential) may recruit distinct cognitive control mechanisms. Furthermore, individual differences—including age and patterns of language use—can significantly moderate these relationships. Therefore, the Adaptive Control Hypothesis may require further refinement by incorporating dynamic individual and contextual factors—such as individual language use habits and socio-cultural norms—to more adequately capture the complexities of real-world bilingual communication.
    Future research on voluntary language switching should integrate individual factors (e.g., language proficiency, usage habits, executive control) and contextual factors (e.g., sentence context, interlocutors) to develop more refined and dynamic models of bilingual control. While existing work has begun to probe the mechanisms and determinants of voluntary switching, further advances will require methodological innovation and broader research approaches. In particular, future studies should connect complex behavioral patterns in naturalistic social contexts with standardized laboratory measures to better elucidate the underlying neural mechanisms. For instance, functional near-infrared spectroscopy (fNIRS) and virtual reality (VR) technologies could be utilized to construct multimodal conversational scenarios. Longitudinal designs are also needed to examine the long-term effects of voluntary switching on cognitive development and neural adaptation. Moreover, it remains unclear how comprehension and production differ and interact in voluntary switching and examine how they jointly shape cognitive control. The cognitive costs associated with producing and comprehending spontaneous code-switching may be a key factor influencing the communicative efficiency for both interlocutors. This line of research may shed light on the distinction between domain-specific and shared control processes and provide insights for bilingual education and second language learning.

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    The cognitive and neural mechanisms of implicit emotion regulation
    GAO Kexiang, TANG Yuyao, ZHANG Yueyao, ZHANG Dandan
    2026, 34 (1):  108-122.  doi: 10.3724/SP.J.1042.2026.0108
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    Explicit emotion regulation, the conscious and deliberate process of altering one's emotional state, is fundamental to mental health but is also cognitively demanding, consuming significant executive resources. In contrast, implicit emotion regulation (IER) operates without conscious intent or awareness, offering a more adaptive and less resource-intensive means of managing emotions. Despite its importance, the cognitive and neural mechanisms of IER remain poorly understood. This paper introduces a novel theoretical contribution by proposing a new tripartite framework for IER that moves beyond existing static models. By emphasizing the dynamic nature of regulatory processes, this framework provides a more nuanced understanding of how emotions are managed unconsciously. Importantly, the framework is supported by converging evidence from neuromodulation and neuroimaging studies, which demonstrate the neural mechanisms underlying implicit regulation. Together, these advances offer new directions for clinical interventions, particularly for mood and anxiety disorders.
    The primary innovation of this study lies in the proposed tripartite classification of (IER). While previous models typically distinguish between “implicit automatic” and “implicit controlled” regulation, they do not fully account for the fact that some emotion regulation mechanisms may involve both processes, with the balance between them shifting depending on the context. Our framework addresses this by organizing IER into three categories based on the level of cognitive control involved: (1) Automatic IER, (2) Task-Incidental IER, and (3) Implicit Goal-Driven IER. This refined classification extends previous dual-process and multi-level models by considering how these mechanisms can interact and change across different situations.
    Automatic Implicit Emotion Regulation represents the most autonomous form of IER, operating without reliance on top-down cognitive control. This category includes processes driven by experience-based learning and value updating, such as fear extinction and reinforcer revaluation. In fear extinction, for example, repeated exposure to a conditioned stimulus without an aversive outcome reduces the fear response. This process occurs unconsciously, reflecting an adaptive update of stimulus-outcome associations. Neuroimaging studies consistently link this type of regulation to a neural circuit involving the ventromedial prefrontal cortex (VMPFC), amygdala, and hippocampus. The VMPFC plays a crucial role in inhibiting amygdala activity, thereby suppressing fear expression, while the hippocampus encodes contextual information that modulates this process. This mechanism is highly efficient, producing lasting regulatory effects without depleting cognitive resources. Recent neurostimulation studies have provided causal evidence for this process, with techniques such as transcranial magnetic stimulation (TMS) and transcranial direct current stimulation (tDCS) showing that VMPFC activation can enhance fear extinction and emotion regulation by downregulating amygdala responses.
    Task-Incidental Implicit Emotion Regulation occurs as a byproduct of engaging in cognitive tasks that require executive control. Unlike automatic IER, this form relies on top-down control, though emotion regulation is not the primary goal. Instead, emotion regulation results incidentally from task execution. Classic examples include affect labeling, the emotional Stroop task, and emotional Go/No-go tasks. In affect labeling, for instance, labeling an emotional stimulus (e.g., identifying the emotion on a face) inadvertently dampens the emotional response. This effect is mediated by cognitive control regions, primarily the dorsolateral prefrontal cortex (DLPFC) and ventrolateral prefrontal cortex (VLPFC). These regions are activated to resolve conflicts or maintain focus, exerting inhibitory control over emotion-generating areas like the amygdala. This mechanism illustrates how the cognitive system adapts by prioritizing task performance and suppressing distracting emotions. Neurostimulation research has further highlighted the role of these regions in emotion regulation, showing that stimulating the DLPFC can enhance regulation in tasks like the emotional Go/No-go, where cognitive control enhances emotional inhibition.
    Implicit Goal-Driven Emotion Regulation is the most novel and theoretically significant category proposed in this framework. It lies in a dynamic middle ground between automatic and controlled processes. In this form of IER, a regulatory goal (e.g., “stay calm,” “reappraise”) is activated unconsciously, often via priming or implicit training. Once activated, this goal guides emotional responses without requiring sustained conscious effort. This mechanism is flexible, recruiting both cognitive control pathways (involving the DLPFC/VLPFC) and more automatic pathways (involving the VMPFC), depending on situational demands and available cognitive resources. Neurostimulation studies have provided causal evidence for this flexibility, showing that enhancing the excitability of either the DLPFC/VLPFC or the VMPFC can boost the effectiveness of implicitly primed reappraisal strategies. These findings underscore the system's adaptive capacity to shift between controlled and automatic modes, optimizing for efficiency.
    The clinical implications of this framework are significant, especially for treating depression and anxiety, both of which are characterized by impaired explicit emotion regulation and depleted cognitive resources. The three distinct IER pathways provide tailored therapeutic targets. For anxiety disorders involving specific fears, interventions leveraging automatic IER, such as exposure therapy, can be enhanced with neurostimulation targeting the VMPFC to facilitate fear extinction. For depression, where patients struggle with motivation and executive function, task-incidental IER offers a means to regulate mood indirectly by engaging in structured cognitive tasks. Most promisingly, implicit goal-driven IER provides a low-effort approach to train adaptive regulatory strategies. By priming reappraisal goals, therapists can help patients cultivate healthier emotional responses without the cognitive burden of explicit instruction. Neurostimulation targeting key regulatory nodes—particularly the VMPFC, which appears to be a central hub across IER types—presents a powerful tool to directly enhance these implicit capacities.
    In conclusion, this study's central contribution is the proposal of a dynamic tripartite framework that advances our theoretical understanding of implicit emotion regulation. By defining automatic, task-incidental, and implicit goal-driven IER, it maps the diverse cognitive and neural pathways involved in unconscious emotional management. This framework not only integrates existing evidence but also provides a clear roadmap for future research and the development of innovative, mechanism-based clinical interventions for individuals suffering from emotional disorders.

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    Algorithm-mediated emotional convergence: The emotional contagion mechanisms of artificial intelligence generated content
    WU Jingyu, JIN Xin
    2026, 34 (1):  123-133.  doi: 10.3724/SP.J.1042.2026.0123
    Abstract ( 407 )   HTML ( 10 )  
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    This study introduces and elaborates a novel theoretical framework, the “enactment-modulation” mechanism, to explain the unique process of emotional contagion mediated by Artificial Intelligence Generated Content (AIGC). Moving beyond traditional paradigms of emotional contagion, which are inherently rooted in human-to-human interaction, this research systematically delineates the fundamental distinctions of AIGC-driven contagion and establishes its core characteristics and operational logic.
    The primary innovation of this work lies in its identification and analysis of four constitutive characteristics that collectively define and enable AIGC emotional contagion: Intersubjectivity, Knowledge Dependency, Non-threatening and De-identified Nature, and Moral Relevance.
    First, Intersubjectivity refers to the phenomenon where users, interacting with an AIGC system that demonstrates high adaptability, logical coherence, and simulated emotional responsiveness, cognitively perceive it as a dialogic partner with reflective capabilities. This constructs a quasi-inter-subjective relational experience. Unlike human subjectivity grounded in self-awareness, AIGC's “inter-subjectivity” is a data-driven construct, emerging from statistical pattern learning across massive training datasets. This characteristic facilitates a shift in the human-machine relationship from a “subject-object” dynamic to a “subject-quasi-subject” collaboration, which is crucial for establishing the initial conditions for contagion.
    Second, Knowledge Dependency signifies that the AIGC's capacity for emotional understanding and expression is entirely contingent upon its training data. It is a purely data-driven entity whose outputs are recombinations and reproductions of collective human experience. This dependency enables the AIGC to adapt its language style and responses to user needs, forming an empathic connection at the knowledge level. However, this strength is also a potential source of vulnerability, as it inherently carries the risk of replicating and amplifying societal biases present in the training data, leading to potential emotional misdirection.
    Third, the Non-threatening and De-identified Nature of AIGC is a pivotal differentiator. As a non-human agent without genuine social identity, personal biases, or independent interests, the AIGC creates a safe interaction environment free from social evaluation pressure. This allows users to lower psychological defenses and express themselves more freely. Concurrently, “de-identification” means the emotional connection does not rely on pre-existing social identity labels (e.g., gender, status). The AIGC triggers emotional resonance directly through content and interaction, granting its contagion a broader applicability and potential to transcend cultural and social boundaries.
    Fourth, Moral Relevance is engineered into the AIGC's core operation. Through sophisticated algorithmic design, such as the Emotion-Contagion Encoder (ECE) and Multi-task Rational Response Generation Decoder (MRRGD) frameworks, ethical rules and social values are embedded. This ensures the AIGC's emotional interactions align with mainstream social norms, often with a positivity bias. The system can identify emotional cues, interpret them within a contextual and commonsense framework, and generate responses that are not only appropriate but also ethically guided, aiming to soothe negative emotions and reinforce positive ones. This built-in morality is fundamental to establishing AIGC as a “safe emotional container” and a legitimate partner in moral communication.
    These four characteristics are not isolated; they operate synergistically to form the proposed “enactment-modulation” mechanism, which is the core theoretical contribution of this paper. This mechanism describes a dynamic, algorithm-driven feedback loop. “Enactment” constitutes the AIGC's ability to simulate human emotional expression patterns. Leveraging its knowledge dependency and powered by large language models, it integrates emotional vocabulary, tonal features, and socio-cultural clues to generate realistic emotional responses, effectively “playing a role” of an empathetic entity. The user's perception of the AIGC's intersubjectivity makes them more receptive to this enactment.
    “Modulation” represents the AIGC's capacity for dynamic adjustment. Guided by its embedded moral relevance and operating within the non-threatening environment it provides, the AIGC actively refines its interaction strategies based on real-time user feedback. It aims to guide the emotional trajectory of the conversation towards constructive and positive outcomes, such as alleviating anxiety. This process forms a continuous, iterative human-machine emotional feedback loop where the AIGC, through simulation and guidance rather than genuine feeling, actively shapes the user's emotional state.
    The “enactment-modulation” mechanism has profound implications. Theoretically, it breaks from anthropocentric paradigms, positing a cross-subjective emotion theory where the algorithm transitions from a passive tool to an active, agentic node in emotional interaction. Practically, it establishes a design paradigm for humanized affective AI systems and provides a framework for analyzing ethical risks, such as algorithmic manipulation, emotional dependency, and social isolation. Its applications are already evident in mental health interventions (e.g., AI companions providing a safe space for self-disclosure), communication studies (e.g., using AI agents to simulate public opinion formation), and educational motivation (e.g., AI tutors using encouraging feedback to reduce learning anxiety).
    Despite its potential, the study of AIGC emotional contagion faces significant challenges. Key among them are the complexities of multi-modal emotion measurement, where inconsistencies across text, voice, and visual outputs can undermine contagion; cross-cultural adaptation barriers, as current models often fail to adequately capture and replicate culturally specific emotional expression norms; and the persistent risk of emotional misdirection stemming from algorithmic biases. Future research must focus on developing unified multi-modal frameworks, building culturally nuanced emotional knowledge graphs, and creating sophisticated measurement tools, potentially integrating neuro-imaging techniques like fNIRS and controlled virtual testbeds, to objectively capture the dynamics of this novel form of algorithmic emotional convergence.

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    The mechanism of structured physical activity in improving social impairments in children with autism: A perspective from emotional processing system activation
    CHU Kequn, ZHU Fengshu
    2026, 34 (1):  134-143.  doi: 10.3724/SP.J.1042.2026.0134
    Abstract ( 374 )   HTML ( 7 )  
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    This study addresses the core social impairment in Autism Spectrum Disorder—characterized by endogenous social motivation deficits and explicit behavioral interaction deficiencies—whose underlying mechanisms are closely linked to multi-level dysfunction of the Emotional Processing System. Current mainstream interventions struggle to activate intrinsic motivation, while Structured Physical Activity shows promise yet lacks a systematic theoretical framework explaining its efficacy. Building on SPA's unique potential to activate the EPS physiologically, psychologically, and behaviorally, we propose the groundbreaking Emotional Processing System Activation-Driven Dynamic Regulation Model to transcend traditional linear causality and elucidate the dynamic pathways through which SPA improves social deficits.
    Existing theories explaining SPA's benefits exhibit significant limitations. Neuroplasticity theory ignores immediate neuromodulatory effects and individual variability. Embodied Cognition overemphasizes cognitive mimicry while neglecting direct physiological pathways and showing limited efficacy for lower-functioning individuals. Executive Function theory fundamentally fails to address ASD's core feature of impaired social reward sensitivity. Crucially, these theories cannot adequately explain the nonlinear characteristics of SPA interventions. Evidence reveals SPA activates the EPS through synergistic dopamine reward and oxytocin social bonding pathways, demonstrating distinct threshold effects modulated by environmental factors, positioning EPS activation as the key integrative mechanism overcoming theoretical fragmentation.
    Empirical evidence demonstrates SPA's multidimensional impact through its classification system. Interactive SPA creates compulsory social opportunities, yielding improvements across domains: Enhancing social motivation via group activities correlated with dopamine release. Improving emotion regulation through rhythmic activities stabilizing autonomic function and rule-based exercises like Tai Chi enhancing conflict management. Optimizing social behavior including nonverbal communication and empathy. Effects show long-term sustainability but exhibit individual variability and environmental dependency, strongly suggesting EPS activation mediates these outcomes.
    The core mechanism involves context-dependent EPS activation. SPA improves social deficits through three integrated pathways: Neural pathway repair via synergistic activation of dopaminergic reward circuits and oxytocinergic trust systems, repairing amygdala-prefrontal abnormalities. Psychological and behavioral reshaping where rhythmic activities provide physiological stability, rule-bound exercises scaffold emotional management, and group feedback forges emotion-behavior links. A dynamic loop mechanism representing the core innovation. EPS activation exhibits critical threshold effects, overcome partly by group interaction. SPA triggers EPS activation, which bidirectionally interacts with enhanced executive functions to drive improved social behavior. Successful interactions then reinforce EPS and cognition through dual neurochemical and cognitive feedback pathways, establishing a self-sustaining positive cycle modulated by individual factors, neural thresholds, and environmental support.
    We construct the Emotional Processing System Activation-Driven Dynamic Regulation Model integrating these insights. Its core innovation is framing SPA effects as a dynamic closed-loop system: Multidimensional SPA input serves distinct pathways. EPS activation acts as the central hub, bidirectionally coupled with cognition. Social behavior output shows phased progression. Feedback loops maintain the system. This model resolves three critical limitations of prior frameworks: replacing neuroplasticity's static causality with emotion-mediated cascades. correcting embodied cognition's overreliance on mimicry by affirming direct oxytocin pathways. establishing EPS activation as the prerequisite for unlocking social reward sensitivity, surpassing executive function theory.
    Future research requires theoretical and methodological breakthroughs. The model needs ecological validation in real-world settings using ambulatory assessment and advanced statistical modeling. Methodologically, multimodal neuroimaging must precisely define neural activation thresholds and establish dose-response relationships. Future work must systematically differentiate how specific SPA types engage distinct pathways and build institution-family-community intervention networks leveraging technology. Cultural influences on model applicability require investigation, alongside longitudinal studies examining long-term effects across developmental stages and neural plasticity windows.

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    The double-edged sword effect of defending behavior on psychosocial adjustment in victims and its underlying mechanisms
    ZENG Pan, WANG Yuhui, CHU Xiaoyuan, ZHENG Quan, WEI Xinyi, LEI Li
    2026, 34 (1):  144-156.  doi: 10.3724/SP.J.1042.2026.0144
    Abstract ( 347 )   HTML ( 28 )  
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    In bullying incidents, the behaviors of bystanders who support and defend the victims are crucial. While previous research has examined the influencing factors and positive effects of defending behavior, there is limited understanding of their negative effects on the victims and the structure of defending behavior. Furthermore, the mechanisms linking the relationship between defending behavior and victims’ psychosocial adjustment remain largely underexplored.
    To bridge the gap above, the current review proposes the structure of defending behavior, sorts out the “double-edged sword” effects of defending behavior on the victims’ psychosocial adjustment, and then analyzes the underlying mechanisms connecting this double-edged effect based on the general aggression model. In terms of the structure of defending, this study identified four-type structure of defending behaviors: direct constructive defending behavior, indirect constructive defending behavior, direct aggressive defending behavior and indirect aggressive defending behavior. In terms of the double-edged sword effect, the current study sorted out positive and negative effect of defending behavior on victims’ psychosocial adjustment. Defending behavior can decrease the risk of being bullied of victims in the future and improve the mental health of victims in one hand. In the other hand, defending behavior can increase the risk of being bullied of victims in the future and aggravate the mental problem of victims. In terms of the mechanisms, based on the general aggression model, the current study proposes that as an input, perceived defending behavior could lead to double-edged sword effect on victims’ psychosocial adjustment through the route of cognitive, affective, and the interconnections between them. Specifically, when being defended, victims could make different attribution about the defender’s motivation, the responsibility and the solution of the bullying, which leads to different psychosocial outcomes for the victims. Similarly, victims may experience different emotions depending on the type of defending behavior they encounter, leading to varied psychosocial outcomes. Furthermore, defending behaviors may have a double-edged effect on the psychosocial adjustment of victims through a chain path of cognitive and emotional processes. if victims perceived that defenders are motivated by altruism, and understand that bullying is not their fault, and bullying can be addressed independently, they may experience positive emotions like gratitude, which can improve their psychosocial adjustment. Conversely, if victims perceived that defenders are motivated strategically, and believe that bullying is their fault, and feeling that bullying should be handled by others, they might experience negative emotions such as indebtedness, which can hinder their psychosocial adjustment. Moreover, victims’ emotion can affect their attributions, which in turn affects their psychosocial adjustment. if victims experience positive emotions such as gratitude after being defended, they may develop positive attributions, believing that defenders are motivated altruistically, that bullying is not their fault, and that bullying can be addressed independently. Conversely, if victims experience negative emotions such as indebtedness after being defended, they may develop negative attributions, believing that defenders are motivated strategically, that bullying is their fault, and that bullying should be addressed by others.
    This study makes significant theoretical and empirical contributions. It proposes a classification framework for defending behavior, which can more finely distinguish different forms of defending behaviors. Additionally, it introduces a model of the mechanism underlying the relationship between defending behavior on victims’ psychosocial adjustment, which provides an explanation for existing research debates on the double-edged swords effect of defending behavior on victims’ psychosocial adjustment. Practitioners can use this theoretical model to create more effective bullying intervention programs. future research should examine the four-typed defending classification framework proposed in this study and explore the intervention effects of different defending behaviors based on the classification framework. Researchers should also identify methods to reduce the negative impacts of defending behaviors on victims, clarify the mechanisms linking different defending behaviors to victims’ psychosocial adjustment. Moreover, future studies should investigate the subsequent behaviors of victims and other bystanders within social networks after being defended.

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    The communication effects of counter-stereotypical advertising: Antecedents, mechanisms, and outcomes
    HOU Min, ZHANG Peizhen, LI Zhiwen, GU Chunmei, LI Fangzhou
    2026, 34 (1):  157-174.  doi: 10.3724/SP.J.1042.2026.0157
    Abstract ( 270 )   HTML ( 18 )  
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    This study addresses a significant gap in the marketing literature by examining the lack of systematic integration of the dynamic mechanisms through which counter-stereotypical advertising operates and how its effects vary across different media contexts. Counter-stereotypical advertising, which presents information or behaviors that conflict with consumers’ stereotypical cognitive frameworks, has gained prominence, as brands have increasingly embraced diversity and equality themes. However, the existing research remains fragmented, often examining isolated aspects without a unifying theoretical structure.
    To bridge this gap, this study introduces an innovative theoretical framework that integrates the stimulus-organism-response (SOR) model from environmental psychology with the antecedents-decisions-outcomes (ADO) analytical structure from systematic literature reviews. This dual-framework approach allows for a comprehensive analysis of counter-stereotypical advertising effects across individual cognitive-affective processes and broader media ecosystems.
    The study’s theoretical innovation lies in its original application of the SOR model to counter-stereotyping research, constructing a holistic “Stimulus-Organism-Response” pathway. In this model, stimuli include advertising endorsers (e.g., gender-incongruent spokespersons), content (e.g., narrative and color schemes that defy expectations), and format (e.g., interactive or VR-based ads). The organism component elaborates on a dual-pathway psychological mechanism: (1) a cognitive path in which counter-stereotypic information disrupts automatic processing based on the stereotype content model (SCM), prompting deeper analytic engagement; and (2) an affective path in which such information may trigger either defensive reactions or curiosity-driven acceptance, moderated by cultural and individual factors. Finally, response captures outcomes ranging from increased cognitive flexibility and reduced prejudice to potential backlash effects.
    A key conceptual contribution of the study is the introduction of the “threshold effect” in counter-stereotype reception. This suggests that advertising effectiveness follows an inverted U-shaped pattern relative to the intensity of counter-stereotypical cues: moderate incongruity (e.g., a product with an innovative appearance but familiar function) maximizes positive outcomes, whereas extreme deviations often lead to cognitive overload or emotional rejection. This threshold is further shaped by cultural context, product type, and individual traits such as cognitive flexibility.
    Moreover, this study offers a practical innovation through the “media compatibility principle”, analyzed via the ADO framework. It systematically differentiates how traditional media (e.g., TV and print) and new media (e.g., social platforms and livestreaming) serve distinct roles in disseminating counter-stereotypes. Traditional media, with their high authority but low interactivity, are better suited for low-intensity counter-stereotypic messages that rely on symbolic, elite-led exemplars. In contrast, new media leverage algorithms, real-time interaction, and user-generated content (UGC) to deliver higher-intensity, immersive experiences that foster deeper emotional engagement and cognitive restructuring.
    The interdisciplinary integration of psychology, sociology, communication, and marketing theories enables a nuanced understanding of how counter-stereotypes function across micro and macro levels. Furthermore, this review identifies emerging applications in artificial intelligence (AI), such as the use of virtual influencers with calibrated anthropomorphism or AI-generated narratives to challenge stereotypes, pointing to promising yet underexplored avenues for future research.
    In conclusion, this study not only synthesizes existing findings but also offers novel theoretical tools and actionable insights for designing effective counter-stereotypical campaigns. It underscores the necessity of balancing intervention intensity with audience and media contexts to avoid backlash, thereby providing a strategic foundation for researchers and practitioners aiming to leverage advertising as a tool for social change and inclusive communication.

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    “Letting bygones be bygones” or “holding bygones”: The effect of brand transgression and its psychological mechanisms
    XIAO Tingwen, CHEN Feilong, GUAN Biyu
    2026, 34 (1):  175-190.  doi: 10.3724/SP.J.1042.2026.0175
    Abstract ( 349 )   HTML ( 14 )  
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    As a form of misconduct that violates the consumer-brand relationship, brand transgression has become a critical research focus. In the new era characterized by “everything is a medium,” such incidents rapidly garner widespread consumer attention and discussion. Current literature reveals that consumer attitudes are significantly influenced by the characteristics of brand transgression types. However, existing research, while growing, often employs a single-dimension binary classification method, examining transgressions from only one perspective—be it the subject, method, or content—at a time. This approach is limited in explaining the complexity of real-world transgressions, which often involve multiple dimensions simultaneously. This paper aims to address this gap by providing a systematic review that synthesizes a comprehensive three-dimensional classification system and elucidates the corresponding psychological mechanisms and boundary conditions underlying the effects of different transgression types.
    The primary theoretical innovation of this paper lies in its systematic proposal of an integrated, three-dimensional typology for categorizing brand transgressions. Moving beyond singular classifications, this framework synthesizes existing literature into a cohesive system comprising the transgression subject (e.g., categorizations based on brand origin, such as domestic versus foreign), the transgression method (e.g., categorizations based on potential harm level, such as severe versus mild), and the transgression content (e.g., categorizations based on moral attribute, such as moral versus non-moral). This integrated system allows for a more nuanced analysis of complex cases. For instance, the framework can be effectively applied to analyze the “Ledao Auto” advertising incident, which involved attributes across all three dimensions: domestic brand (transgression subject), blatant way (transgression method), and moral and relational misconduct (transgression content). This typology provides a superior theoretical tool for predicting consumer responses to multifaceted transgressions compared to traditional single-dimension approaches.
    Building upon this typological foundation, this paper elucidates the theoretical basis of brand transgression effects from two distinct levels: individual psychology and social psychology. Furthermore, it explicates the pathways through which these effects operate by distinguishing between mediating mechanisms and boundary conditions. The paper thoroughly explores the cognitive (brand evaluation, country-of-origin image, price and product performance sensitivity, and price expectations), affective (positive affect such as forgiveness, compassion, and trust), and behavioral consequences (positive behaviors, negative behaviors, and positive/negative behavioral choices) of diverse transgression types. It seeks to clarify the intrinsic psychological mechanisms at both the individual and social levels, while also identifying boundary conditions related to three key areas: corporate behavior, consumer characteristics, and environmental context factors. This multi-level, multi-pathway framework offers a comprehensive theoretical perspective for understanding how various types of brand transgressions ultimately impact consumer attitudes.
    In addition to its theoretical contributions, this paper derives practical strategic recommendations for how enterprises should respond to brand transgressions. Based on the analysis of psychological mechanisms, the proposed strategies include adopting cognitive/emotional empathy-based communication to connect with consumers, formulating tailored remedial strategies that are appropriate for the specific type of transgression, and adjusting public opinion guidance approaches to effectively manage the public narrative in a complex media environment.
    Finally, the paper identifies three promising themes for future research. These directions are poised to extend the understanding of brand transgression effects in evolving contexts: first, investigating transgressions in AI technology-induced situations; second, examining the differences in the impact of transgression typology on the attitudes of Chinese versus Western consumers; and third, analyzing the impact of specific types of brand transgressions on evaluations of associated brands. By systematically defining brand transgression, proposing an integrated classification system, and clarifying the associated intrinsic mechanisms and boundary conditions, this literature review aims to provide a solid theoretical foundation and offer insightful inspiration for subsequent research in this important domain.

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