Consumers' perceptions of the dimensions of brand personality

Brand personality (human‐like characteristics of a brand) has been a popular topic in the marketing literature for over 50 years. However, there is a lack of consumer‐focused studies investigating what factors shape perceptions of brand personality. To address this gap, the purpose of the current study is to understand how consumers form their perceptions of the different dimensions of brand personality identified in Aaker's scale (sincerity, excitement, competence, sophistication and ruggedness), and what product or brand characteristics influence these perceptions. Sixty‐six interviews were conducted with graduate students, who were asked to discuss which brands reflected the specific dimensions of brand personality in Aaker's scale. As a result, we identify the kinds of brands consumers perceive as typical for each personality dimension, discover their common characteristics and explain the reasons why some brands are strongly associated with a particular dimension and some are not. Our findings indicate that specific brand personality dimensions are associated with particular product categories. However, brands mentioned as strong on respective personality dimensions share commonalities beyond just a product category. For instance, sincere brands share family‐related associations and high morals, exciting brands offer consumers the opportunity to experience exciting feelings and are related to special ‘exciting’ occasions, competent brands are mostly associated with expertise and quality, sophisticated brands are usually of feminine nature, whereas rugged brands are of masculine nature. Moreover, we find that brands which consumers perceive as lacking on a particular personality dimension also share common attributes. Copyright © 2011 John Wiley & Sons, Ltd.     

Drug Therapy of Post-Stroke Aphasia: A Review of Current Evidence

This review considers the role of drug therapy in the treatment of post-stroke aphasia, the evidence for efficacy of different agents, and the theory-based explanations of drug-related benefits for aphasia rehabilitation. Pharmacological interventions modulating stroke-induced disruption of diverse neurotransmitters may improve language and communication deficits in aphasic patients through facilitation of brain plasticity and long-term potentiation. However, benefits are not evident for all compounds and refinement in clinical trial designs is required. Some pharmacological trials have failed because drug treatment was not combined with speech-language therapy, while other trials combining drugs with intensive model-driven therapies also failed probably because of short-trial duration, inadequate sample selection, or lack of drug action. Preliminary data reveals that combining neuroscience-based intensive aphasia techniques (constraint-induced aphasia therapy) and drugs acting on cholinergic and glutamatergic neurotransmitter systems are associated with better outcomes than other strategies and long-term maintenance of benefits. Although further studies are needed, current state of the evidence suggests that drug therapy may play a key role in the treatment of post-stroke aphasia.     

Fifteen minute stories about training

This panel presentation at the Journal's conference in St Petersburg responded to the conference theme of 'Ancestors in Personal, Professional and Social History' by relating it to the experience of training and being trained on the IAAP 'router' programme in Russia. The two organizers of the programme (JW and CC) have worked in Russia for over 12 years, bringing analysts from Britain to Moscow and St Petersburg on a 'shuttle' basis as supervisors and personal analysts. A few months after handing over the router programme in December 2010 to the Russian colleagues they had trained, they invited four analysts, three Russian and one Belarusian, to tell a short personal story about their training, linking it to the theme of 'the Ancestors'. The resulting four stories are very different but complement each other, using imagery to illustrate issues concerning both value and ambivalence. JW and CC jointly wrote their story about the programme in response to the four stories, reflecting on some of their themes and from them, giving consideration to the flexibility and limits of such a model of cross-cultural training. Themes in the stories included the possibility of mutual adaptation to another culture without losing tradition and identity; moving on from doctrinaire Soviet attitudes in education to embrace 'not knowing'; both organizers and routers learning from mistakes and from joint experience without guilt or shame; the need to protect reflective space amidst the constraints of time and geography. All Russian and UK contributors could finally acknowledge their shared luck to find themselves in the right place at the right time to respond to the collective revival of psychoanalytic practice in Russia.     

The inconsistency of inconsistency scales: a comparison of two widely used measures

This study compared the inconsistent responding validity scales of the Personality Assessment Inventory (PAI) and the Psychopathic Personality Inventory (PPI)/PPI-Revised (PPI-R) in two correctional samples to determine the extent to which they overlap in identifying invalid profiles. Results revealed substantial differences in the way the inconsistent responding validity scales of these measures performed. In particular, the PAI identified far fewer participants as having responded inconsistently compared with the PPI/PPI-R. We discuss the implications of our findings for clinical practice, and potential concerns with the use of a single measure to identify inconsistent responding in clinical practice and research.     

‘Believe in Yourself,Channel Energy,and Play Your Trumps’: Olympic preparation in complex coordination sports

ObjectivesThis paper is aimed at (a) analysing the psychological context of complex coordination sports (CCSs) and specific contextual factors related to Olympic Games, (b) sharing the authors' experiences in Olympic preparation of athletes in diving, figure skating, and artistic and rhythmic gymnastics with an emphasis on typical working issues and strategies; and (c) summarizing the authors' reflections on the role of the national sport system and cultural contexts in Olympic preparation and major lessons learnt in working with Olympic athletes.Design and MethodAnalysing and structuring the authors' professional experiences in working with Olympic athletes in CCSs based on the scientist-practitioner model.ResultsMajor results include (a) a summary of psychological context for Olympic athletes in CCSs; (b) the temporal structure of Olympic preparation; (c) four categories of Olympic athletes; (d) consultants' strategies, reflecting major psychological aspects of Olympic preparation in CCSs; and (e) lessons learnt in working with Olympic athletes in CCSs.ConclusionThe authors emphasize the large responsibility of sport psychology practitioners working with Olympic athletes in CCSs and share lessons learnt, with a focus on seven major sport psychology approaches validated in their practice.     

Jewish Students and Christian Corpses in Interwar Poland: Playing with the Language of Blood Libel

This article focuses on the antisemitic discourse that surrounded the controversy over the provision of cadavers to medical departments in the Second Polish Republic. In the pages of the student press and at student rallies, activists argued that Jewish medical students should be barred from dissecting Christian corpses. They demanded that Jewish communities provide corpses for dissection on a regular basis as a condition for continued training of Jewish doctors. The discourse surrounding the cadaver affair combined nationalist language with religious vocabulary, suggesting that the affair was motivated as much by religious concerns as by nationalist ones. Drawing on notions of Jewish criminality and arrogance, allegations of a Jewish sense of religious superiority and disregard for Christian values, and fears of Jewish exploitation of Christians to fulfill their own collective needs, the cadaver affair played with concepts reminiscent of blood libel.     

Rear negativity: Verbal messages coming from behind are perceived as more negative

Many studies have explored the evaluative effects of vertical (up/down) or horizontal (left/right) spatial locations. However, little is known about the role of information that comes from the front and back. Basing our investigations on multiple theoretical considerations, we propose that spatial location of sounds is a cue for message valence, such that a message coming from behind is interpreted as more negative than a message presented in front of a listener. Here we show across a variety of manipulations and dependent measures that this effect occurs in the domain of social information. Our data are most compatible with theoretical accounts which propose that social information presented from behind is associated with uncertainty and lack of control, which is amplified in conditions of self-relevance.     

Individual Pathways Through the Junior-to-Senior Transition: Narratives of Two Swedish Team Sport Athletes

Athletes frequently describe the junior-to-senior transition (JST) as the most difficult within-career transition, and many athletes have acknowledged that they failed to cope well with it. Athletes’ development in the JST is influenced by narratives existing within relevant contexts and settings. This study served as a follow-up to the quantitative longitudinal study to gain a deeper understanding of individual JST paths through a qualitative narrative approach. The aim was to explore 2 team sport athletes’ (John, the football player, and Anna, the basketball player) JST pathways, emphasizing psychosocial factors that were perceived as facilitating and debilitating the process. Narrative type interviews were conducted, and the holistic-form structural analysis was used. Through their narratives, John and Anna reconstructed their JST paths, attaching meanings to certain events, recounting the people involved, and making personal reflections. John had a performance and family narrative and Anna had an enjoyment and relationship narrative. They perceived their key facilitating persons to be their family members and teammates. The debilitating factors were some coaches’ behaviors. At the time of this study, John and Anna had already terminated their athletic careers and had refocused on getting an education. Although they did not reach elite senior levels in their sports, they found their athletic careers to be meaningful life experiences.

Lay Summary: The aim was to explore two team sport athletes’ junior-to-senior transition (JST) pathways, emphasizing psychosocial factors involved in the transition process. The findings revealed two narratives. John (football player) storied his JST as a performance and family narrative and Anna (basketball player) as an enjoyment and relationship narrative.     

Is Segmental Trunk Control Related to Gross Motor Performance in Healthy Preterm and Full-Term Infants?

Abstract

The authors’ aim was to verify the correlation between segmental trunk control and gross motor performance in healthy preterm (PT) and full-term (FT) infants aged 6 and 7?months and to verify if there are differences between groups. All infants were assessed at 6 and 7?months by means of Segmental Assessment of Trunk Control (SATCo) to identify the exact level of segmental trunk control and Alberta Infant Motor Scale (AIMS) to measure gross motor performance. A significant correlation between segmental trunk control and gross motor performance was found in healthy PT infants at 7?months and FT infants at 6?months. PT infants showed a delay on segmental trunk control at 6 and 7?months and in supported standing posture at 6?months compared with FT infants. Segmental trunk control and gross motor performance showed an important relationship in healthy PT and FT infants, mainly in sitting posture.