The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification

This study investigated the effect of brand personality on brand asset management by using the concept of consumers' identification with a brand. The focus was on one important type of high-technology product, the cellular phone. The authors develop a conceptual framework to explain the effect of brand identification on brand loyalty. The important variables of this framework include the attractiveness of the brand personality, the distinctiveness of the brand personality, the self-expressive value of the brand personality, positive word-of-mouth reports of the brand, and brand loyalty. The empirical results indicated that there are positive relationships between attractiveness, distinctiveness, and self-expressive value of brand personality. These relationships had a statistically significant effect on consumers' identification with a brand. Furthermore, brand identification had a direct effect on word-of-mouth reports and an indirect effect on brand loyalty. The theoretical and managerial implications of the empirical results are presented, and suggestions are made regarding both the limitations of the present study and future directions for research.     

Spontaneous prejudice in context: variability in automatically activated attitudes.

The goal of the research reported in this article was to examine whether automatic group attitudes and stereotypes, commonly thought to be fixed responses to a social category cue, are sensitive to changes in the situational context. Two experiments demonstrated such variability of automatic responses due to changes in the stimulus context. In Study 1 White participants' implicit attitudes toward Blacks varied as a result of exposure to either a positive (a family barbecue) or a negative (a gang incident) stereotypic situation. Study 2 demonstrated similar context effects under clearly automatic processing conditions. Here, the use of different background pictures (church interior vs. street corner) for Black and White face primes affected participants' racial attitudes as measured by a sequential priming task. Implications for the concept of automaticity in social cognition are discussed.     

'To Whom Much Has Been Given...': Religious Capital and Community Voluntarism Among Churchgoing Protestants

Research on volunteering behavior has consistently found a positive relationship between religion and volunteering. Using a sample of churchgoing Protestants (N=1,738)from the Religious Identity and Influence Survey we examine the specific influences of religiosity, religious identity, religious socialization, and religious social networks on local volunteer activity in church programs and non-church organizations, as well as general volunteering tendencies. These influences are presented within the theoretical framework of religious capital. Logistic regression techniques were applied to determine the strength of the contribution of these influences while accounting for basic background factors. Findings suggest that churchgoing Protestants are influenced by all measures to some degree, but religiosity (specifically participation in church activities) remains the strongest influence. Significant religious influences overall are most pronounced within the context of church-related volunteering which suggests that churchgoing Protestants exhibit a strong sense of community identity through their local churches. A discussion of these results and their implications for volunteering follows.     

A test of theory of planned behavior in Korea: participation in alcohol-related social gatherings

Two studies are reported using the theory of planned behavior (TPB) to predict and explain joining and not joining alcohol-related social gatherings among Korean undergraduates in various engineering majors. Specifically, considering that the attitudinal component of TPB is behavioral-outcome-based, the current study investigated whether the outcomes of engaging in a behavior and of not engaging in a behavior would similarly predict intentions to engage in a behavior and intentions to not engage in a behavior. The current study also examined whether intentions to engage and intentions to not engage would be significantly related to self-reported behavior a week later. Participants in Study 1 reported TPB components (attitudes toward behavior, subjective norms, perceived behavioral control, and behavioral intentions) concerning joining alcohol-related social gatherings. Participants in Study 2 reported TPB components concerning not joining alcohol-related social gatherings. Additionally, a week later, the participants in both studies reported their participation in alcohol-related social gatherings from the past week. Generally, the results showed that the TPB components were significantly associated with undergraduates' intentions to join and intentions to not join. Specifically, conversation-related attitudes and senior-junior relationship-related attitudes were significantly related to intentions to join, and only group-related attitudes were significantly related to intentions to not join. Intentions to join and intentions to not join were not significantly related to self-reported behavior of joining alcohol-related social gatherings a week later. The findings from the current research provide some evidence that joining or not joining alcohol-related social gatherings may not be mere behavioral opposites, predictable by the presence or absence of the same behavioral outcomes. These two aspects of the behavior may require assessment of different behavioral outcomes or different assessments of the same behavioral outcomes.     

Conflict Between Religion and Science Among Academic Scientists?

Using new survey data ( N = 1,646), we examine the attitudes academic scientists at 21 elite U.S. research universities have about the perceived conflict between religion and science. In contrast to public opinion and scholarly discourse, most scientists do not perceive a conflict between science and religion. Different from what other studies would indicate, this belief does not vary between social and natural scientists. We argue that maintaining plausibility frameworks for religion is an important correlate of whether scientists will reject the conflict paradigm, with such frameworks taking surprising forms. When scientists do not attend religious services they are more likely to accept the conflict paradigm. When scientists think their peers have a positive view of religion, they are less likely to agree there is a conflict between science and religion. Religious upbringing is associated with scientists adopting the conflict paradigm. Spirituality is much more important in this population than other research would lead us to believe. Results reformulate widely cited earlier research, offer new insights about how scientists view the connection between religion and science, and expand public discussion about religious challenges to science.     

Enhanced divergent thinking and creativity in musicians: a behavioral and near-infrared spectroscopy study

Empirical studies of creativity have focused on the importance of divergent thinking, which supports generating novel solutions to loosely defined problems. The present study examined creativity and frontal cortical activity in an externally-validated group of creative individuals (trained musicians) and demographically matched control participants, using behavioral tasks and near-infrared spectroscopy (NIRS). Experiment 1 examined convergent and divergent thinking with respect to intelligence and personality. Experiment 2 investigated frontal oxygenated and deoxygenated hemoglobin concentration changes during divergent thinking with NIRS. Results of Experiment 1 indicated enhanced creativity in musicians who also showed increased verbal ability and schizotypal personality but their enhanced divergent thinking remained robust after co-varying out these two factors. In Experiment 2, NIRS showed greater bilateral frontal activity in musicians during divergent thinking compared with nonmusicians. Overall, these results suggest that creative individuals are characterized by enhanced divergent thinking, which is supported by increased frontal cortical activity.     

The Movement of Copying the Bible in South Korea: An Embodiment of Christian and Confucian Spiritualities1

This article examines a new and growing movement in Korean Christianity: making hand-written copies of the Bible. Over the last ten years, the practice of copying the Bible has become increasingly popular among ordinary Christians beyond the boundaries of denomination, age, gender, and profession. It is reported that, by December 2006, there were over 300,000 participants. The Centre for the Bible-Copying Movement, established in 1991, aims at increasing this figure to one million by 2010. In an attempt to uncover the rationale which motivates the practice of copying the Bible, this article situates this movement within the distinctive Korean cultural context of the continuing interplay between Confucianism and Christianity. It is based on the fact that Korea, once the most Confucianised state in East Asia, has become one of the most dynamic Christian countries in the world during the last century. This article argues that the movement of copying the Bible represents a harmonious combination of Christian and Confucian spiritualities: Christian piety for embodying the Word of God and Confucian devotion to self-cultivation through learning.