品牌来源国刻板印象的双重表现及其改变

研究探讨了品牌来源国刻板印象的双重表现及其改变,结果表明：从外显的层面上看,相对国外品牌,消费者普遍认为国产品牌在质量印象、传播印象上不如国外品牌,在价格印象上比国外品牌好,在服务印象和整体印象上二者无差异;相对国外品牌,消费者对国产品牌具有更为积极的内隐品牌刻板印象;以直接劝说方式激发的民族情感不能改变外显品牌来源国刻板印象,但是以间接劝说方式激发的民族情感可以使消费者对国产综合型产品的外显整体印象更为积极;无论以直接还是间接劝说方式激发的民族情感均不能使消费者对国产品牌产生更强的正向内隐品牌来源国刻板印象;品牌来源国刻板印象的激活并非完全的自动化过程。     

广告干预对消费者品牌态度和信任的影响

为了探讨广告干预对危机品牌的消费者品牌态度和信任的影响,采用实验组与控制组对照的前测后测设计,其中实验组采用2×2因素型被试间实验设计。结果表明:广告干预对被试的内隐品牌态度发生了一定程度的影响,对被试的外显品牌态度和品牌信任则发生了很大程度的影响;高渗透广告相较于低渗透广告能驱使消费者对危机品牌产生更为正向的外显品牌态度;理性诉求广告相较于感性诉求广告能驱使消费者对危机品牌产生更为正向的外显品牌态度;广告的渗透程度和诉求方式对内隐品牌态度的影响存在交互作用;品牌信任受双重态度驱动。     

理性广告和情感广告对消费者品牌态度的影响

理性诉求和情感诉求是两种基本的广告诉求形式,根据诉求重点的不同,广告可分为理性广告、情感广告和混合型广告。有关研究表明,和理性广告相比消费者更乐意接受情感广告,但是,消费者最关心的是产品特性的信息。精细加工可能性模型揭示了不同条件下消费者加工广告信息时所使用的不同策略。进一步的研究将揭示出不同的诉求形式对消费者的品牌态度产生影响的条件。     

品牌印象研究述评

品牌印象是消费者基于对品牌信息的感知和体验而在头脑中留下的品牌部分或整体信息。品牌印象形成涉及到类别信息加工和个别化信息加工两方面,其认知加工模式还存在争议。品牌印象实证研究主要存在以品牌主观形象为核心的品牌印象研究和以品牌拟人化特征为焦点的品牌印象研究两条线路。在分析比较的基础上,我们认为无论是品牌形象研究线路还是品牌人格研究线路,探讨的都是品牌的客观特性在消费者头脑中留下的主观印象,其本质都是对消费者品牌印象的研究。品牌印象是品牌与消费者的关系基础。品牌建设的任务就是在深刻把握消费者品牌印象形成机制的基础上,通过调节和控制消费者对品牌的认知、联想、态度、信任和忠诚来积累品牌资产。     

能力还是热情?广告诉求对消费者品牌认同和购买意向的影响

基于自我建构理论和情绪理论, 本文探讨了自我建构与广告诉求对品牌认同的交互作用、影响机制及边界条件。通过3个实验, 我们发现对于独立自我建构的消费者来说, 能力广告诉求更能提高品牌认同感, 而对于相依自我建构的消费者来说, 热情广告诉求则更有效; 同时我们也验证了广告诉求到愉悦感到品牌认同最终到购买意向的因果链模型, 并确定了企业类型对该机制的调节作用。     

品牌熟悉对广告过程中品牌态度改变的影响

文章通过分析广告前后被试者品牌态度的变化,研究了在不同的广告态度和信息相关度条件下被试者品牌熟悉程度对品牌态度变化的影响。结果显示品牌熟悉程度对品牌态度变化的调节作用并非单向的,而是与广告态度和信息相关度交互产生作用的。当被试者不熟悉品牌且有正面的广告态度时或当被试者不熟悉品牌且信息相关度较低时广告才能产生说服效果,进而使被试者的品牌态度发生改变。     

品牌延伸条件下的广告说服——双中介影响模型的拓展

采用实验调查和认知编码的方法,探讨消费者的广告前后品牌态度,品牌认知反应、广告认知反应、广告态度和购买意向之间的关系。结果表明：（1）广告前的品牌态度对广告认知反应、品牌认知反应和广告后的品牌态度有影响;（2）广告认知反应直接影响广告态度,但不直接影响品牌认知反应;（3）消费者的广告态度不但直接影响品牌认知反应和广告后的品牌态度,还直接影响购买意向。这说明在品牌延伸条件下,广告态度的双中介影响模型需要修正     

品牌信任的前因后果驱动机制研究

本研究通过大样本问卷调查,采用结构方程建模的方法探讨品牌信任的前因后果驱动机制.结果表明:品牌的直接经验和间接经验通过品牌态度和品牌信任的中介作用对品牌绩效发生影响,其中品牌直接经验比品牌间接经验对品牌态度的影响更大.这说明只有消费者对品牌产生了亲身体验以后,才会实质性地改变对品牌的态度和信任.品牌信任是导致品牌绩效的直接因素.     

品牌印象结构及其测量研究

品牌印象是消费者基于对品牌信息的感知和体验而在头脑中留下的品牌部分或整体信息。在文献研究和关键事件访谈的基础上,通过筛选条目、形成初步问卷、预测验和正式测验等程序,经探索性因素分析和验证性因素分析,重测信度、聚合效度、辨别效度、法则效度和效标关联效度等检验,发现全方位的品牌印象由品牌质量印象、品牌传播印象、品牌服务印象和品牌价格印象等四个维度构成。用于测量品牌印象的多维量表、各维单项目量表和单项目量表均具有较好的信度和效度。     

浅析广告创意—品牌诉求的利器——解读雕牌品牌诉求

品牌诉求是关于品牌精神和内涵的一种责任语言。随着科技的进步,经济的发展,品牌的诉求点也要随之变化,只有这样才能使目标消费者为之所动。广告是传达品牌诉求的有效手段,同时,品牌的诉求定位对广告的创意也有着重要的指导意义。广告通过媒介向目标受众诉说,以求达到所期望的反应。只有好的广告创意,才能吸引消费者的眼球,从而达到预期的效果。雕牌是洗化市场的领跑者,这很大程度上得益于在其品牌成长的不同阶段不同的品牌诉求。     

Together – apart: in touch in a time of separation

This paper explores the experience of working as a Jungian analyst through the various phases of the global COVID-19 pandemic, examining the importance of the physical containing space alongside the analyst’s internal mind and how technology can both help and hinder understanding. A number of clinical vignettes illustrate the challenge of communicating over a distance, paying particular attention to the way countertransference phenomena can become re-attuned. Reference is made to mythology and symbols of hope, and consideration given to the meaning and purpose of the pandemic.     

The Possibility of Meaning in Human Evolution

Science undermines the certitude of non-naturalistic answers to the question of whether human life has meaning. I explore whether evolution can provide a naturalistic basis for existential meaning. Using the work of philosopher Daniel Dennett and scientist Ursula Goodenough, I argue that evolution is the locus of the possibility of meaning because it has produced intentionality, the matrix of consciousness. I conclude that the question of the meaning of human life is an existentialist one: existential meaning is a product of the individual and collective tasks human beings undertake.     

Phenotypic plasticity and archetype: a response to common objections to the biological theory of archetype and instinct

Since Jung’s death in 1961, scholars have attempted to integrate growing biological science data into Jungian concepts such as the collective unconscious, instincts and the archetypes. This enterprise has been challenging due to persistent false dichotomies of gene and environment occasionally arising. Recent works by Roesler (2022a, 2022b) for example, have raised objections to the biological theory of archetypes, but the objections are plagued by such dichotomies. The concept of phenotypic plasticity, however, helps to both avoid this problem as well as bridge the gap between competing theories into a more integrated model with solid biological foundations.     

When is it time to stop? When good enough becomes bad enough

This article draws on Winnicott’s concept of the good enough mother to discuss how to know whether a therapeutic situation is good enough to continue or bad enough to end. This dilemma is explored in terms of clinical syndromes, such as anorexia and pathological gambling, but focuses mainly on analyst-initiated endings, which are termed the ‘Casablanca dilemma’, based on an amplification of the ending of the film Casablanca. The author goes on to discuss such one-sided endings, drawing on interviews with 40 analysts and therapists about their clinical experience. A typology of bad enough endings is presented. The psychological differences between a good enough analysis as opposed to a bad enough one are explored through the ideas of Winnicott and Neumann.     

Kann Es Ein Argument Für Den Skeptizismus Geben? Das Epistemische Problem Der Irrtumsmöglichkeit

Summary  Is there any argument for scepticism? The epistemic problem of the possibility of error. Arguments for scepticism rest on the assumption that knowledge claims are fallible. For this reason the concept of knowledge appears to be questionable. Since it is necessary to distinguish doubts from possible doubts, the arguments for scepticism appear to be unconvincing. If we take it into account that we know something that is immune to doubt, we should draw the conclusion that, contrary to scepticism, knowledge claims have to be compatible with being fallible. Thus any knowledge claim is capable of being doubted.     

The transcendent function in Spitteler’s Prometheus and Epimetheus

In August 2020, John Beebe and Steve Myers met via Zoom to discuss their differing interpretations of psychological typology and the different sources within Jung’s writings that influenced their books: Integrity in Depth: Energies and Patterns in Psychological Type (Beebe), and Myers-Briggs Typology vs Jungian Individuation (Myers). The discussion centred on Spitteler’s epic poem Prometheus und Epimetheus, which forms the basis of chapter V of Psychological Types. This is both the largest chapter and one of two chapters that Jung highlighted in the Argentine foreword as containing the essence of the book. Jung’s book is primarily about the transformation of personality rather than the categorization of people. Although it contains a critical psychology that deconstructs the nature of consciousness, that is only one half of the book and a stepping-stone to the other half, which is the reconciliation of opposites with particular emphasis on the relation of consciousness and the unconscious. Jung assumed that readers were already familiar with Prometheus und Epimetheus, an understanding of which sheds light on the nature of the transformation that Jung described – the development of a new attitude towards attitude itself.     

Chapter 6: Biblical Foundations for a Practical Theology of Aging

SUMMARY

This article reviews Biblical sources pertaining to the elderly, particularly the frail elderly. Founded on these sources, implications for elderly with Alzheimer's Disease and other forms of dementia are addressed through a personal perspective informed by writings of Christian mystics.     

Seeing in the Dark: A View into Dissociation and Healing

In this paper, I will explore the role of art-making, the experience of trauma and dissociation, and the process of working with self-states from an analytic and creative frame. Relevant literature on dissociation, trauma, and the use of art will be discussed. A case involving my work with an adolescent girl who had experienced sexual abuse from a family member will be shared, with an emphasis on the meaningful role images played during the therapeutic process. Both Jungian and psychoanalytic models of conceptualizing and working with dissociation are included, following Donald Kalsched’s (2013) recommendation for a “binocular stance” to treatment, including both a focus on the inner, intrapsychic world and the interpersonal, relational realm, and how art images both illuminated and expressed these realms. Within the therapeutic process, art images allowed the therapist a view into the client’s unconscious process, and created a meeting ground for dissociative barriers to be gradually seen, felt and known, by both therapist and client. The experience of dissociation, in images and in session, provided a reference point for myself and my client, Taylor, to develop a shared understanding and a framework for growth.