When people retell stories, what guides their retelling? Most previous research on story retelling and story comprehension has focused on information accuracy as the key measure of stability in transmission. This paper suggests that there is a second, affective, dimension that provides stability for retellings, namely the audience affect of surprise. In a large-sample study with multiple iterations of retellings, we found evidence that people are quite accurate in preserving all degrees of surprisingness in serial reproduction – even when the event that produced the surprisingness in the original story is dropped or changed. Thus, we propose that the preservation of affect is an implicit goal of retelling: merely do retellers not recall highly surprising events better, but rather they register all levels of surprisingness precisely and aim to surprise their implied audience to same degree. This study used 2,389 participants.Significance Statement: Story retelling is a process whereby cultural information is transmitted horizontally across social networks and vertically down generations. For the most part, retelling research has focused on the relevance and stability of factual information, “who did what, where, when, and why”; comparatively little is known about the transmission of affective information. We suggest that affect can serve as a second axis of stability for retelling, partially independent from factual information. In serial reproduction tasks modeled after the telephone game, we find that surprisingness of stories is well preserved across retellings – even when the facts and events of the story are not. The findings are significant for the communication of information, and thereby also the stability and transformation of culture in general.
We use an interactive story design in which participants read short stories and make two consecutive plot choices about whether protagonists commit low- or high-violence actions. Our study has four main findings. 1) People who choose high violence report greater satisfaction with the story, while those switching to or staying with no violence show lower satisfaction. 2) However, when participants encounter these stories without choices, they reliably rate higher-violence stories as less satisfying than lower-violence stories. 3) Regret seems to account for the low satisfaction of those who choose or switch to low violence. 4) There is a large segment of people (up to 66%) who can be persuaded by different story contexts (genre, perspective) to choose extreme violence in interactive fiction and as a consequence of their choice feel satisfaction. We hypothesize that people who opt for high violence enjoy the story as a result of their choice. Overall, we suggest that choosing violence serves as a gateway for enjoyment by creating an aesthetic zone of control detached from morality.
With the development of China's economy and the improvement of individual's living standards, female college students are playing an increasingly important role in the cosmetics consumption market. They are the main purchasers of domestic cosmetics in China. By using literature research method and case study method, this paper firstly analyses the characteristics of female college students' consumption behaviour. Their consumption behaviour is reflected in the fact that they tend to consume cosmetics out of pursuit of fashion and multitude-followed mentality. They are used to referring to some trial experiences before purchasing cosmetics. In addition, female college students are vulnerable to the marketing campaign, and often lack of rationality in consumption. With the development of e-commerce, they prefer the convenient and fast way of shopping and gradually develop the habit of online shopping. In terms of marketing strategies of China's domestic cosmetic brands, this paper takes two domestic cosmetic brands, Pechoin and Florasis, as examples to analyze and discover the problems existing in their marketing strategies, so as to put forward corresponding measures to improve the marketing of China's domestic cosmetics. First of all, domestic cosmetic brands should pay more attention to product quality, improve the design of product, attach importance to brand innovation and accelerate product updates. Secondly, domestic cosmetic brands should increase opportunities of trial experience for female college students, strengthen communication with consumers and make use of word-of-mouth marketing. In addition, they can also use e-commerce marketing and optimize the layout of online sales channels. Through the crossover study of female college students' consumption behaviour and Chinese domestic cosmetics brands' marketing strategies, this paper provides corresponding reference information for the marketing of Chinese cosmetics industry.
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