When celebrities talk,children listen: An experimental analysis of children's responses to TV ads with celebrity endorsement

Two studies tested the effects of TV ads with celebrity endorsement on the product preference and understanding of 8- to 14-year-old boys. Study 1 compared two ads for a model racer. One had celebrity endorsement (by a famous race driver) and footage of real automobile racing featuring the celebrity (live action); the second had neither feature. Study 2 employed one ad for a different brand of model racer edited to generate a 2 (endorser presence) by 2 (inclusion of live racetrack action) factorial design. A total of 415 boys were exposed to one of the experimental ads or a control ad, embedded in a new animated children's adventure program. Preference for the advertised brand of model racer (pre- and postviewing) and a number of cognitive variables were assessed. Exposure to endorsement led to increased preference for the toy and belief that the celebrity was expert about the toy. Live action led to exaggerated estimates of the physical properties of the toy and the belief that the ad was not staged. The 8- to 10-year-olds associated the glamour of the endorser with the toy and were more reliant on his advice than were 11- to 14-year-olds. However, the two age groups were not differentially affected by the ads. Contrary to the speculation of many researchers, understanding about advertising intent and techniques and cynicism about ads had almost no influence on product preference after viewing.     

Extraversion: A “Hidden” Personality Factor in Coping?

Recent evidence suggests a larger role for personality determinants of the coping response than has been traditionally held. In the two studies presented here, we examined the influence of personality on the use of social support and other coping strategies in samples of undergraduate students. The first study surveyed a range of coping responses to naturally occurring stressors and found that Extraversion was related to social support seeking, optimism (identified as germane to coping in prior research) was related to problem solving, and both dispositions were negatively related to avoidance. The second study used an experimental approach and multiple personality measures to correct for possible methodological problems in the first. Extraversion again proved to be associated with help seeking; moreover, this relationship accounted for that of another disposition, self-esteem—a construct considered crucial in the literature. The utility of personality variables, particularly Extraversion, in predicting and explaining the choice of a coping strategy is discussed.     

Children’s reading skills: A comparison of traditional and computerized assessment

Student’s ability to read computer text was investigated by comparing reading performance on decoding and phonetics tests of the Woodcock-Johnson (Revised) Tests of Achievement, Forms A and B. Fifty-one students completed one form of the reading tests through the traditional administration method and a second form using computer administration. Initial form and administration order were counterbalanced. Coefficients of equivalence of .91 and .86 were obtained for traditional and computer administration methods of the two tests. The results are interpreted as indicating that computer-administered reading tests can assess the same domains as traditional measures, and that they may become increasingly important in the complete assessment of functional reading skills.     

Aversive racism and medical interactions with Black patients: A field study

Medical interactions between Black patients and nonBlack physicians are usually less positive and productive than same-race interactions. We investigated the role that physician explicit and implicit biases play in shaping physician and patient reactions in racially discordant medical interactions. We hypothesized that whereas physicians’ explicit bias would predict their own reactions, physicians’ implicit bias, in combination with physician explicit (self-reported) bias, would predict patients’ reactions. Specifically, we predicted that patients would react most negatively when their physician fit the profile of an aversive racist (i.e., low explicit-high implicit bias). The hypothesis about the effects of explicit bias on physicians’ reactions was partially supported. The aversive racism hypothesis received support. Black patients had less positive reactions to medical interactions with physicians relatively low in explicit but relatively high in implicit bias than to interactions with physicians who were either: (a) low in both explicit and implicit bias, or (b) high in both explicit and implicit bias.     

the nature and frequency of medicare/medicaid fraud and neutralization techniques among speech,occupational, and physical therapists

ABSTRACT

The current study examines the nature and frequency of Medicare/Medicaid fraud and the techniques of neutralization utilized by a purposeful sample of speech, occupational, and physical therapists working within the context of hospitals, nursing homes, and with home health agencies, in a southern state. Participant observations, surveys, and in-depth interviews were utilized to obtain data for this study. We identified two main fraudulent practices, cutting sessions short while charging for the entire session and charging individual session rates for group therapy sessions. We also identified three techniques of neutralization utilized by the therapists in our study, including: (1) everyone else does it, (2) denial of responsibility, and (3) denial of injury. The implications of our findings are discussed.     

Application of the technology and innovation park concept in the developing world: Dimensions and considerations

In the developing world, applications of the technology and innovation park concept continue to emerge, characterized by sophisticated cutting-edge infrastructure technologies combined with a supportive business environment focused on knowledge-based industries. Three models of park application were identified and illustrated with examples drawn from a study of twenty technology and innovation parks in developing countries. Despite its implicit nature, innovation theory provides the underlying premise — that investments in technology and innovation will lead to economic development. Based on the findings of this study, revisions to innovation theory are proposed. She has worked with local, regional, and national governments to design and implement technology-based economic development programs and policies. She is author of Evaluating Technology-Based Economic Development (2002).