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ISSN 0439-755X
CN 11-1911/B
主办:中国心理学会
   中国科学院心理研究所
出版:科学出版社

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    25 March 2022, Volume 54 Issue 3 Previous Issue    Next Issue

    Reports of Empirical Studies
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    Reports of Empirical Studies
    The effects of expectation on attention are dependent on whether expectation is on the target or on the distractor?
    ZHOU Zinuan, CHEN Yanzhang, FU Shimin
    2022, 54 (3):  221-235.  doi: 10.3724/SP.J.1041.2022.00221
    Abstract ( 5839 )   HTML ( 1210 )  
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    Both attention and expectation are important mechanisms to help the brain filter and process information in a complex environment. However, there is still no unified conclusion about whether they act interactively or additively on perception. Previous studies that used the spatial cueing paradigm to address this issue might have confounded attention and expectation. Recently, researchers have made efforts to define attention and expectation orthogonally. Using ERP and fMRI techniques, they explored the relationship between endogenous attention and probabilistic expectation in a way that defining attention by task relevance and defining expectation by probability. In the present study, we explored the relationship between exogenous attention and probabilistic expectation, by making clear orthogonal definitions for them. Moreover, previous studies mainly considered the relationship between target expectation and attention. Considering the possible difference between expectation on a target and expectation on a distractor, we also focus on the influence of expected subject in the relationship between expectation and attention.
    In the present study, double peripheral cuing combined with visual search paradigm were used to explore the relationship between expectation and attention. We defined attention using peripheral cues without probabilistic information. Attended was defined when a peripheral cue was consistent with the location of the target, and unattended was defined when the peripheral cue was inconsistent with the location of the target. Expectations were defined by using spatial probabilities, and the participants were told beforehand where the stimulus would be more likely to occur through instruction. Four experiments were carried out in this study, and each experiment included 24 valid participants. Before the formal experiment, the participants were told which locations the target would appear more frequently (the distractor was randomly presented) or which locations the distractor will appear more frequently (the target was randomly presented). In a formal trial, the participants were presented with a 500 ms fixation point first, and then there were 50 ms double-cues without any validity probability. After the double-cues disappeared for 150 ms, a target array (consisted of a target and a distractor) appeared for 1000 ms. Participants were asked to find the target and to perform a discrimination task by pressing corresponding keys.
    In experiment 1, the double-cues were presented randomly in the left or right visual field, such that attention was manipulated in left or right visual field. In contrast, the participants were expected the targets or distractors to occur more in the upper or lower visual field, that is, expectation was manipulated in the upper or lower visual filed, orthogonal to the manipulation of attention. In Experiment 1, we found that when the expected subject is different (on the target or on the distractor), the relationship between expectation and attention was different. When the target is the expected, expectation and attention influenced performance in an interactive way. However, when the distractor is the expected, they influenced performance in an additive way. In experiment 2, the double-cues were randomly presented in the upper or lower visual field, while the participants were expected the targets or distractors to occur more frequently in the left or right visual field. Contrary to our prediction, under this manipulation of attention, the main effect of attention was not significant. We suspected that this was due to the presence of attention cues across the left and right visual field. Therefore, we improved Experiment 3 by presenting the attention cues with diagonal locations centered on the fixation point, and manipulating the expectation on the orthogonal diagonal location to the attention cues. We replicated the basic findings of Experiment 1 in Experiment 3, that is, when the target was expected, expectation and attention interactively influenced performance. However, when the distractor was expected, expectation and attention influenced performance separately. Furthermore, in order to explore whether task difficulty affects the relationship between expectation and attention, we increased the number of stimuli in Experiment 4. Again, we found that when the target was expected, expectation and attention were interacted in Experiment 4. Moreover, by comparing with Experiment 1, we found that the relationship between expectation and attention did not change as a function of task difficulty.
    Our results suggested that when the expected subject is different (on the target or on the distractor), the relationship between expectation and attention was different. Previous studies have suggested that in the process of visual search, the promotion of the target and the inhibition of the distractor are controlled by two different neural mechanisms. Therefore, the relationship between expectation and attention is different when target is the expected subject relative to when distractor is the expected subject.When the target is expected, the interaction between expectation and attention on performance can be explained by predictive coding theory. Under the expected condition, the prediction error is small and there is no need to update the prediction model in the brain, so the efficiency of attention is higher. Under unexpected conditions, the prediction model needs to be updated, which leads to relatively low efficiency of attention. When the distractor is expected, expectation and attention affect performance additively, which may be due to the low correlation between the distractor expectation and the target task, or the processing of the distractor and the target are completed by different neural mechanisms. In conclusion, we believe that when expectation is anchored to different subjects, the relationship between expectation and attention are different. Specifically, when expectation is anchored to the distractor, they influence performance independently, and when expectation is anchored to the target, they are influence performance interactively.

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    An eye region-specific cross-dimension covariation enhancement effect in facial featural and configural information change detection
    WANG Zhe, CHEN Yachun, LIU Wanpeng, SUN Yu-Hao P.
    2022, 54 (3):  236-247.  doi: 10.3724/SP.J.1041.2022.00236
    Abstract ( 1627 )   HTML ( 255 )  
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    Recent studies on face processing have shown our sensitivity to changes in facial configural and featural information. However, to our knowledge, the integration of the two types of facial information is poorly understood. To this end, this study explored the integration of facial information cross configural and featural dimensions within specific facial regions (i.e., eyes and mouth).
    The theoretical hypothesis includes (1) If participants can integrate facial information in both facial configural and featural dimensions, they should be more sensitive to changes in dual-dimension information as opposed to those in a single-dimension, that is a cross-dimension covariation enhancement effect; (2) The “cross-dimension covariation enhancement effect” should be face region-selective: It is expected to be stronger in the eyes region than the mouth region; (3) Face inversion should impair the “cross-dimension covariation enhancement effect”. To test these predictions, we designed two 3 (facial information type: configural change, featural change, both change) × 2 (face orientation: upright, inversion) experiments for eye region and mouth region information change respectively. Participants' sensitivity to information change was measured in a 2-face discrimination task.
    Results revealed that (1) participants were more sensitive to “dual” change in eye region as compared to changes in either single configural or featural information; (2) this effect is both orientation-specific (i.e., no effect was found in eye region when faces were inverted) and region-specific (i.e., no effect was found in mouth region regardless of face orientation), suggesting that this effect cannot be simply explained by the extra facial information changes in the “dual” condition; (3) When single facial information was altered, face inversion reduced the detection of facial information changes in the mouth region, but not those changes in the eyes region.
    In sum, our findings showed that face cross-dimension (i.e., configural and featural) information integration occurred in the eye region of upright faces, but not in the mouth region or inverted faces. The face orientation-specificity and facial region-specificity suggested that the integration happens at facial-region level, possibly involving face holistic processing. The traditional face holistic processing hypothesis emphasized integrating facial information across whole face region. The current findings suggest that face region might act as a key component in the framework of holistic face processing theory. Finally, by revisiting the “perceptual field” hypothesis, the “expertise area” hypothesis, and the “region-selective holistic processing” hypothesis, we discussed an eye region-centered, hierarchical, multi-dimensional information integration hypothesis.

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    The effect of working memory load on feedback processing: Evidence from an event-related potentials (ERP) study
    JIA Shiwei, QI Congcong, CHEN Lele, REN Yanju
    2022, 54 (3):  248-258.  doi: 10.3724/SP.J.1041.2022.00248
    Abstract ( 4480 )   HTML ( 850 )  
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    Feedback processing plays an important role in behavior modification and knowledge acquisition. Previous research has explored the neurophysiological basis and psychological functions of feedback processing and proposed corresponding theoretical models, but little is known about how working memory (WM) load affects feedback processing. Studies have reported electrophysiological indicators, such as the reward positivity (RewP) and the related theta and delta oscillations, the P3 and the late positive potential (LPP), during brain processing feedback. This study will further examine how WM load modulates these electrophysiological components and their corresponding cognitive functions.
    In the present study, we used a dual-task paradigm to investigate feedback processing under different WM load conditions. This study included 25 healthy college students and used a 3 (WM load: baseline vs. low WM load vs. high WM load) by 2 (feedback valence: positive vs. negative) within-participant factorial design. During the experiment, participants were asked to perform a simple gambling task and a spatial memory task simultaneously, and the magnitude of the WM load included three conditions: baseline, low WM load and high WM load. The RewP generated in the early stage of feedback processing and the LPP generated in the late stage of feedback processing, as well as the delta and theta oscillations related to feedback evaluation, were analyzed.
    The behavioral results showed that the accuracy of the low WM load condition was significantly higher than that of the high WM load condition. The electrophysiological results showed that the amplitudes of the RewP were sensitive to feedback valence, with positive feedback evoking larger RewP than negative feedback, but the RewP was not affected by the WM load. There was no difference in the P3 amplitude under the different WM load conditions. For the LPP, there was a significant interaction between the WM load and feedback valence. Further analysis revealed that, in the high WM load condition, the LPP amplitude was larger for positive feedback than for negative feedback. The theta power differences between negative feedback and positive feedback were larger in the low WM load condition than in the high WM load condition. For delta oscillation, the power was increased after positive feedback compared to after negative feedback, but there was no difference at different WM load levels.
    The RewP results indicate that the participants process feedback valence information well under all three WM load conditions in the experiment. The LPP results suggest that the participants assigned additional emotional motivation to the feedback outcome as a result of their cognitive efforts under high WM load conditions. The ERP results for the time domain dimension showed that the effect of the WM load on feedback processing was most noticeable in the later stages of feedback processing. Moreover, these observations support the argument that the RewP and theta power reflect distinct cognitive phenomena; namely, the RewP reflects the processing of feedback valence in the anterior cingulate cortex (ACC), whereas theta oscillations reflect the role of the ACC in cognitive control. The WM load selectively modulates the cognitive control process in the ACC.

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    The development of discriminatory perception of junior high school students and influence on the cooperative behavior of internal and external groups
    CUI Liying, BU Weiwei, GAO Quanli, WU Qin, HUANG Yao, HAN Xianguo, LUO Junlong
    2022, 54 (3):  259-269.  doi: 10.3724/SP.J.1041.2022.00259
    Abstract ( 5866 )   HTML ( 1155 )  
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    Discrimination perception refers to the unfair, negative or harmful treatment that an individual perceives due to membership in a group. This experience is subjective and affects the individual’s psychology and behaviour. Cooperation is the basic form of social interaction, which is an essential part of personal social development and an important issue for sustainable human growth. Junior high school students undergo puberty, a stage of rapid development of mind and body. This development is inseparable from the interaction with and feedback from the environment. In this study, the purpose is to reveal the influence of discrimination perception on the cooperative tendency and behaviour of junior high school students from the perspective of traits and status.
    The first part of the study was measured using Cai Min's Education Discrimination Questionnaire. Survey participants were 752 first-year students who performed three measurements in November 2016, April 2017 and November 2017 (T1 to T3, respectively) to explore the influence of discrimination perception on their cooperative tendencies. The second part of the study was carried out using a multi-round investment public goods dilemma paradigm. This experiment was organised into a 2 (discrimination perception level: high discrimination perception, low discrimination perception) × 2 (group type: inner group, outside group) factorial design. The discrimination perception level is the inter-subject variable and the group type is the intra-subject variable. Each participant carries out 12 rounds of investment, in which the cooperation object of the first six rounds is a member of the outside group and that of the last six rounds is a member of the inner group. The dependent variable is the cooperative behaviour of the participants, measured as the investment ratio (ratio of each round of investment to the current round of principal) and the contribution rate (ratio of each round of investment to the bottom line of public accounts return of 200). The participants in the experiment were 68 junior high school students selected from results of the T3 discrimination perception questionnaire, namely, the top 27% with high discrimination perception and bottom 27% with low discrimination perception. The outside group situation was controlled by the simulated point estimation experiment.
    Results showed that: (1) At the three time points, a significant negative correlation was observed between the discrimination perception among junior high school students and the cooperative tendency. From the vertical point of view, the cooperative tendency of T1 could negatively predict the discrimination perception in T2, which in turn negatively predicted the cooperative tendency in T3; (2) in the first three rounds of investment ratio and contribution rate of public goods dilemma, the interaction effect of discrimination perception and group type was significant; in the last three rounds, only the main effects of discrimination perception on investment ratio and contribution rate and of group type on contribution rate were observed.
    Findings suggest a vertical spiral between the discrimination perception and cooperative tendency. At the beginning of the interaction, the cooperative behaviour of the inner group preference is only observed in the low discrimination perception group, and the influence of discrimination perception on the cooperative behaviour is regulated by the group type. With the extension of interaction time, the regulatory effect of the group type disappears and the inner group preference of cooperative behaviour generally increases.

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    How does emotion shape aggressive behavior of violent offenders? An explanation based on emotion regulation theory
    LIU Yuping, ZHOU Bingtao, YANG Bo
    2022, 54 (3):  270-280.  doi: 10.3724/SP.J.1041.2022.00270
    Abstract ( 10171 )   HTML ( 1659 )  
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    Emotion is considered to be an important factor affecting aggressive behavior. According to emotion regulation theory, distressed people hope to improve their moods, and the motivation to use aggression to improve mood will increase aggressive behavior. In other words, the expectation of emotions is an important factor in the generation of aggressive behavior. Previous theories and studies mostly focused on the role of negative emotions such as anger in aggressive behavior. Recently, some researchers believe that positive affect plays an equally important role in aggression. Also, negative and positive affect are orthogonal, they should be studied separately. In addition, according to the purpose of aggression, it is often divided into premeditated/ proactive aggression and impulsive/reactive aggression, the mechanism between the two subtypes may exist differences. Finally, most of the previous studies used college students as participants, and the external validity is limited. The present study based on emotion regulation theory, selected violent offenders as participants to explore the role of negative/positive affect in proactive and reactive aggression with 2 studies.
    In study 1, we recruited 88 violent offenders for a scenario-based experiment. Participants were randomly divided into a reactive aggression group (n = 46) and a proactive aggression group (n = 42) in the adapted reaction time competition paradigm (Taylor Aggression Paradigm). Participants finished the first stage to manipulate types of aggression. Participants were told to compete with another participant (a fake participant) in racing the speed of reactions. In the reactive aggression group, participants lost the game and received negative feedback from their rivals; in the proactive aggression group, participants won the game and received positive feedback from their rivals. Then, they completed the Positive Affect Negative Affect Schedule (PANAS) and the questionnaire of emotion regulation motive. Finally, they finished the second stage in which they could send noises to their rivals, which can be considered as an aggressive indicator. Model 4 of Process in SPSS 23.0 was used to test the mediating role of emotion regulation motive between negative/positive affect and aggression. Participants finished PANAS after the second stage for study 2. Repeated measures ANOVA and regression analysis were used to test the change of emotion before and after aggression.
    Study 1 showed that the motivation to improve mood played a mediating role between negative emotion and proactive/reactive aggression, but the effect was not significant for positive emotion. Study 2 showed that positive emotions would increase after proactive and reactive aggression; reactive aggression could reduce negative emotions, while proactive aggression could increase negative emotions.
    The following conclusions can be obtained from the two experiments: (1) In a negative emotional state, violent offenders hope to improve their mood by conducting aggressive behavior. (2) Proactive and reactive aggression can increase the positive emotions of violent offenders, indicating that aggression can produce pleasure. (3) Reactive aggression can reduce negative emotions; proactive aggression can increase the negative emotions of violent criminals. The present study illustrates the relationship between emotion, especially positive emotion, and aggressive behavior in violent offenders. Aggression can produce pleasure, but it may also increase negative emotions, which in turn increases aggressive behavior, forming a feedback loop, which reflects the non-adaptive of aggressive behavior from the perspective of emotion. In practice, especially in prison, we should help individuals to learn a reasonable way to regulate their emotions, such as mindfulness.

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    Normative misperception in third-party punishment: An explanation from the perspective of belief in a just world
    YANG Shasha, CHEN Sijing
    2022, 54 (3):  281-299.  doi: 10.3724/SP.J.1041.2022.00281
    Abstract ( 3728 )   HTML ( 534 )  
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    Punishment decisions might be guided by the norm of punishment, that is, people will implement their own punishment according to perceived prevalence of punishment in a similar social midst. However, there may be differences between an individual’s perception of norms and actual norms, which is called normative misperception. This article uses four experiments to explore the existence, the direction, and the cause of the normative misperception in third-party punishment, as well as its influence on people’s own punitive behaviors.
    In Experiment 1, 449 participants were randomized in a four group factorial design (punishing before estimating, estimating before punishing, punishing only, and estimating only). Experiment 1 consisted of 6 rounds of dictator game, in which participants made punishment decisions for 6 offers and/or estimated the average punishment level of other participants in each offer. Experiment 2 aimed to establish the causal relationship between the normative misperception and the punishment by directly manipulating the normative misperception. Specifically, 134 participants were randomly divided into the overestimation group and underestimation group. After receiving the feedback, participants made punishment decision for an unfair offer and estimated the level of punishment of others in this offer. The purpose of Experiment 3 was to test the model of belief in a just world (BJW)-normative misperception-punishment, as well as the moderating effect of perceived social distance (PSD), with a within-participants design involving 164 participants. The procedure was similar to that of Experiment 1, except that we measured participants’ BJW and PSD before and after the game, respectively. In Experiment 4, we manipulated participants’ BJW through reading materials to test the causal relationship between BJW and the normative misperception.
    The results of Experiment 1 showed that there is an underestimated normative misperception in third-party punishment, which leads to a lower level of punishment. Experiment 2 proved that there exists a causal relationship between the normative misperception and punishment by directly manipulating the independent variables. Experiment 3 demonstrated that BJW might be an underlying cause of the normative misperception, while PSD moderates the effect of BJW on the normative misperception. Finally, Experiment 4 showed the causal relationship between BJW and the normative misperception, providing additional evidence to the results of Experiment 3.
    To sum up, we have found evidence of normative misperception in third-party punishment through 4 experiments. This underestimated misperception might be affected by dual reference points: BJW (internal) and PSD (external). It also shows to a certain extent that third-party punishment is a norm-maintaining behavior rather than a gain-based strategic behavior.

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    Indulge in self-admiration or offer help to others? The influence of employee narcissism on prosocial behavior
    LIU WenXing, ZHU YangHao, BAI Yang, WANG HaiJiang, HAN Yi
    2022, 54 (3):  300-312.  doi: 10.3724/SP.J.1041.2022.00300
    Abstract ( 6232 )   HTML ( 1102 )  
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    Narcissism is a personality trait characterized by an inflated self-image, a strong sense of psychological superiority and entitlement, and a low level of empathy. As narcissism has a substantial impact on employees’ work quality, happiness, satisfaction, and interpersonal relationships, employee narcissism has become an important topic of research among scholars and management practitioners, who have called for further research on the behavior of narcissistic employees in the process of interpersonal interaction. However, research on the impact of employee narcissism on prosocial behavior has reached inconsistent conclusions; thus, the mechanisms by which employee narcissism affects prosocial behavior need to be further explored. To fill this theoretical gap, we drew on the Narcissistic Admiration and Rivalry Concept (NARC), and hypothesized that employees’ narcissistic admiration has a positive impact on prosocial behavior via relational approach motivation and that narcissistic rivalry has a negative impact on prosocial behavior via relational avoidance motivation. We further expected task interdependence, as an important situational factor, to directly influence employees’ expression of different narcissistic traits and motivation and their subsequent prosocial behavior.
    We tested these hypotheses in a field sample of 235 employee-colleague dyads using a time-lag research design. The data were collected by administering the Narcissistic Admiration and Rivalry Scale, the Approach and Avoidance Scale, the Task Interdependence Scale, and the Prosocial Behavior Scale. At Time 1, we collected the employees’ demographic variables (gender, age, and educational background) and asked them to rate their narcissistic admiration, narcissistic rivalry, and task interdependence. At Time 2 (approximately one month after Time 1), the employees rated their relational approach motivation and relational avoidance motivation, and their colleagues were asked to rate these employees’ prosocial behavior. We applied confirmatory factor analysis, descriptive statistics and correlation analysis, path analysis, and bootstrap methods using SPSS 24.0 and Mplus 7.4 to analyze the data from the 235 employee-colleague pairs.
    Confirmatory factor analysis was performed to examine the discriminant validity of the key variables (i.e., narcissistic admiration, narcissistic rivalry, task interdependence, relational approach motivation, relational avoidance motivation, and prosocial behavior), and the results confirmed discriminant validity. Next, we used path and bootstrap analyses to test the hypotheses. The results were as follows: (1) narcissistic admiration had a significant positive impact on employees’ prosocial behavior; (2) narcissistic rivalry had a significant negative impact on employees’ prosocial behavior; (3) relational approach motivation mediated the relationship between narcissistic admiration and prosocial behavior, however, relational avoidance motivation didn’t mediate the relationship between narcissistic rivalry and prosocial behavior; and (4) task interdependence played a moderating role in the relationship between narcissistic admiration and relational approach motivation and further moderated the indirect effect of narcissistic admiration on employees’ prosocial behavior via relational approach motivation.
    This study makes several contributions to the literature on narcissism. First, it explores the double-edged effects of narcissistic admiration and narcissistic rivalry on employees’ prosocial behavior, thereby helping scholars better understand these traits. It also explains the inconsistent results of previous studies on the relationship between employee narcissism and prosocial behavior. Second, based on the concepts of narcissistic admiration and narcissistic rivalry, this study explores the mechanisms of both traits on employees’ prosocial behavior. Although the mediating role of relational avoidance motivation was not significant, this gives us another important insight that future researches can try to independently examine the influence effects, mechanisms, and boundary conditions of narcissistic admiration and narcissistic rivalry without being overly tied to the NARC framework. Third, by integrating trait activation theory, this study investigates the important role of a situational factor (i.e., task interdependence) in the relationships between narcissistic admiration, narcissistic rivalry, and employees’ prosocial behavior, which can help organizational managers better understand the roles of narcissistic admiration and narcissistic rivalry.

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    Kawai vs. Whimsical: The influence of cuteness types of luxury brands on consumers’ preferences
    FENG Wenting, XU Yuanping, HUANG Hai, WANG Tao
    2022, 54 (3):  313-330.  doi: 10.3724/SP.J.1041.2022.00313
    Abstract ( 7326 )   HTML ( 1207 )  
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    Cute brand styles are being used by increasing number of luxury brands in their marketing to interact with consumers. Cuteness can be divided into two types, including kindchenschema and whimsical. The majority of current studies are focused on the effects of single kindchenschema cuteness on consumer psychology and behavior. So, how does the adoption of various cute styles by luxury brands influence consumer preference? What is the internal mechanism? We have contributed to the literature on luxury brands by investigating how consumers react to various cute styles of luxury brands in the current study.
    In order to achieve their various objectives, luxury brands can deliver specific messages to the market by selecting brand images of various cute styles. In this case, the cuteness type of luxury brands (kindchenschema vs. whimsical) can influence consumers’ brand preferences through their perception of the brand’s ideal self-expression. The ideal self of an individual is generally characterized by high autonomy. According to the theory of the ideal self, the cuteness styles of luxury goods can influence consumers’ ideal self-expression through the autonomy of luxury brands. When the cuteness style is whimsical, luxury brands demonstrate high brand autonomy, which is conducive to consumers’ ideal self-expression, thereby improving consumers’ preferences for luxury brands. However, there are boundary conditions for the applicability of main effects, and self-monitoring moderates the relationship between luxury brands’ cuteness styles and consumers’ preferences. In other words, when the level of self-monitoring is low, the cuteness styles of luxury brands will not significantly affect the individual’s brand preferences.
    To test our hypotheses, we conducted four experiments. Experiment 1 preliminarily shows that different cuteness styles of luxury brands can significantly influence consumers’ brand preferences. The findings validate the causal chain model, which tests the theoretical logic of main effects, from cuteness styles of luxury brands, brand autonomy, ideal self-expression, and consumer preference. Experiment 2 clarifies the main effect’s boundary. The results indicate that the influence of luxury brand cuteness styles on consumer preferences is only effective in the context of luxury brands. Experiment 3 examined the moderating effect of individual self-monitoring level on the main effect and discovered that for individuals with low self-monitoring, the cuteness styles of luxury brands could not effectively influence their brand preferences. Experiment 4 investigated the moderating effect of the individual development stage on the main effect. Adults preferred whimsical cuteness elicited over kindchenschema cuteness. Kindchenschema cuteness triggered a more positive response than whimsical cuteness in children.
    According to our findings, adopting the whimsical cuteness style in luxury brands can improve consumers’ brand preferences more than kindchenschema cuteness style. When the cuteness style is kindchenschema, luxury brands demonstrate low brand autonomy, which is not conducive to consumers’ ideal self-expression, reducing consumers’ preferences for luxury brands. When the cuteness style is whimsical, luxury brands demonstrate high brand autonomy, which is consistent with the consumers’ ideal self and improves their preferences for luxury brands. When individuals have low self-monitoring, the cuteness styles of luxury brands have no effect on consumers’ preferences. These findings provide novel insights into the cuteness styles and ideal self-expression of luxury brands, implying that brands should carefully consider consumers’ level of self-monitoring before displaying various cuteness types of luxury brand styles.

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