Choosing among alternative parties to be sponsored for supporting brand strategies,based upon emotional responses

• In recent years, much research has been concerned with the effects of sponsorships and the possible advantages a company can gain from engaging in sponsoring activities. Recently focus has been on the role, that sponsoring plays in branding strategy. Here it becomes important to understand exactly what a potential party to be sponsored contributes to the perception of a brand or a company. In this paper, the aim has been reversed to focus on the sponsored party. We propose a number of measurements to determine emotional responses and overall evaluations associated with a sponsored party who is a part of a sponsorship agreement with a company. Four different groups of parties to be sponsored are investigated: social aid organisations, culture, sport and TV‐programmes. Several interesting results emerged from this study; the parties to be sponsored were evaluated very differently on the dimensions used in the study and it is shown that a company can gain very different results depending on the type of object to choose to sponsor. Furthermore, it was shown that the overall evaluation of a party to be sponsored to a large extent is determined by emotions. Copyright © 2006 John Wiley & Sons, Ltd.

     

Is there a trade-off between cognitive and motor recovery after traumatic brain injury due to competition for limited neural resources?

The status of neurorehabilitation for traumatic brain injury (TBI) is under active debate because of a dearth of research findings demonstrating effectiveness. This may be due, in part, to limitations in our understanding of basic mechanisms of cognitive and motor recovery,including those that might impede recovery. In this regard, we examined whether overall recovery following TBI might be undermined by competition between cognitive and motor functions for finite neural resources during recovery. In this preliminary study, 21 moderately and severely impaired patients were administered cognitive and motor assessments at 1, 4, and 12 months post-TBI, and recovery of cognitive and motor functions was measured using regression residuals. Negative correlations between recovery of cognitive versus motor functions were used as the index of competition. We found suggestive evidence that there may indeed be a trade-off between the recovery of cognitive and motor functions after TBI. Implications for rehabilitation are discussed.     

Changing food preference as a function of mood

The authors investigated the effect of mood on food selection. Participants (N = 98) indicated the likelihood of general eating and the likelihood of eating specific foods after reading and projecting themselves onto the events and emotions described in a sad and a happy vignette. Both men and women believed they were more likely to consume food following a happy versus a sad event, and men believed they were significantly more likely to eat than did women. However, the type of food men and women believed they would consume interacted with the type of event experienced. Vegetarian snack foods were more likely to be consumed following a happy versus a sad event, with men more likely to eat snack foods. Men did not significantly change in likelihood of consuming sweet foods as their mood changed. However, women believed they were more likely to consume sweet foods following a sad event. The authors discuss the results in terms of a self-medication hypothesis and the effect of carbohydrates on central serotonin and endogenous opioids. Overall, results demonstrated that mood influences belief in the likelihood of food selection.     

Perceptions of Children Who Lie: Influence of Lie Motive and Benefit

KILMARTIN (1994) suggested that masculine traits may result from externalizing defense style and that when unconscious and unwanted feminine traits about the self occur, they are dealt with in an external way, radier man being directiy resolved by the individual. However, this dieory has received little empirical support. Lobel and Winch (1986) measured defense style among male college students; they found mat men who scored higher in masculinity tended to score higher on acting out (finding an object to attack) and splitting (separating affect from content). Lobel and Winch concluded mat use of diese defense styles reflects avoidance of emotional expression. In turn, diese findings have been supported by research that has suggested mat men use avoidance coping strategies more man women do (McCall &; Struthers, 1994).     

In God and CAM We Trust. Religious Faith and Use of Complementary and Alternative Medicine (CAM) in a Nationwide Cohort of Women Treated for Early Breast Cancer

Turning to faith in God or a higher spiritual power is a common way of coping with life-threatening disease such as cancer. Little, however, is known about religious faith among cancer patients in secular societies. The present study aimed at exploring the prevalence of religious faith among Danish breast cancer patients and at identifying whether socio-demographic, pre-cancer health status, clinical, and health behavior characteristics, including their use of complementary and alternative medicine (CAM), were associated with their degree of faith. Information on faith in God or a higher spiritual power and use of CAM was provided by a nationwide sample of 3,128 recurrence-free Danish women who had received surgery for early-stage breast cancer 15–16 months earlier. Socio-demographic, clinical, and health status variables were obtained from national longitudinal registries, and health behaviors had been assessed at 3–4 months post-surgery. Of the women, 47.3% reported a high degree of faith (unambiguous believers), 35.9% some degree of faith (ambiguous believers), while the remaining 16.8% were non-believers. Unambiguous believers were more likely than ambiguous believers to experience their faith as having a positive impact on their disease and their disease-related quality-of-life. When compared to non-believers, unambiguous believers were also older, had poorer physical function, and were more frequent users of CAM, and more inclined to believe that their use of CAM would have a beneficial influence on their cancer. Disease- and treatment-related variables were unrelated to faith. While overall religious faith appears equally prevalent among Danish and US breast cancer patients, the majority of Danish breast cancer patients experienced ambiguous faith, whereas the majority of US patients have been found to express unambiguous faith. Our results suggest that future studies may benefit from exploring the role of faith for health behaviors, adherence to conventional treatment, and impact upon quality of life.     

Presumed Guilty: Constructing Deviance and Deviants through Techniques of Neutralization

Techniques of neutralization have become one of the most ubiquitous concepts in the study of deviance. This article examines the way in which analysts who use neutralization theory construct the nature of deviance and those who engage in it. The author argues that by invoking the concept of neutralizations, analysts endorse the deviant label being applied to those they study and engage in the practice of “motive mongering.” In many cases, assumptions about the behavior and disposition of those who engage in deviant behavior have been accepted without empirical justification. The implications of this practice for objectivist and subjectivist approaches to defining deviance are examined.     

The Developmental Roots of Borderline Personality Disorder in Early Attachment Relationships: A Theory and Some Evidence

The paper suggests a way of understanding borderline personality disorder in terms of the failure of a secure base. We begin with an account of optimal self-development in a secure attachment context, highlighting the importance of the caregiver's ability to help the small child think about his own and others' minds. This optimal self-development is crucial in developing the child's capacity for mentalization, which can enhance his resilience in the face of later trauma. We discuss the impact of attachment trauma in later development, arguing that the extent of this impact depends on how well early attachment relationships facilitated the capacity for mentalization. We identify some of the consequences for the representations of the internal world of a failure of mentalization that may follow trauma in individuals made vulnerable by genetic predisposition or disorganized early attachment. We link these features to the clinical presentation associated with borderline personality organization. Finally, some of the necessary characteristics of successful psychotherapeutic treatment of borderline personality disorder are briefly considered.     

Women Inmate Substance Abusers’ Reactivity to Visual Alcohol, Cigarette, Marijuana, and Crack-Cocaine Cues: Approach and Avoidance as Separate Dimensions of Reactivity

Despite the growing recognition for multidimensional assessments of cue-elicited craving, few studies have attempted to measure multiple response domains associated with craving. The present study evaluated the Ambivalence Model of Craving (Breiner et al. Alcohol Research and Health 23:197–206, 1999; Stritzke et al. 2007) using a unique cue reactivity methodology designed to capture both the desire to use (approach inclination) and desire to not consume (avoidance inclination) in a clinical sample of incarcerated female substance abusers. Participants were 155 incarcerated women who were participating in or waiting to begin participation in a nine-month drug treatment program. Results indicated that all four substance cue-types (alcohol, cigarette, marijuana, and crack cocaine) had good reliability and showed high specificity. Also, the validity of measuring approach and avoidance as separate dimensions was supported, as demonstrated by meaningful clinical distinctions between groups evincing different reactivity patterns and incremental prediction of avoidance inclinations on measures of stages of change readiness. Taken together, results continue to highlight the importance of measuring both approach and avoidance inclinations in the study of cue-elicited craving.