Do ad metaphors enhance or dilute the consumers' brand preferences? Exploring the moderating role of goal orientation

This research aims to explore the impacts of ad metaphors and goal orientation on the relationship between brand commitment and attitudes toward the competitor brands. Results show that prevention‐focused consumers with high brand commitment do not exhibit differentially favorable attitudes toward the competitor brands, regardless of ad metaphors. In contrast, prevention‐focused consumers with low brand commitment exhibit more favorable attitudes toward competitor brands advocated by highly metaphorical ads than those advocated by low metaphorical ads. Moreover, promotion‐focused consumers exhibit more favorable attitudes toward competitor brands advocated by highly metaphorical ads than those advocated by low metaphorical ads, regardless of brand commitment.     

成年人日常生活记忆的研究

采用三项记忆作业,对１２０例２０—８５岁的被试进行日常记忆和实验室记忆的比较研究,目的为探讨日常记忆的年龄差异及其年老化特点。结果表明：（１）三项记忆成绩均随增龄而减退,其中年老老年组减退明显;（２）作业难度比较：经方差分析结果表明,它对记忆成绩有显著作用,作业难度自评与方差分析相符,“地名”最易,“人姓”居中,“无意义图形再认”最难,因为“地名”为日常生活记忆,难度小于后者（为实验室记忆）。老年人日常生活记忆减退缓慢,他们可利用知识经验补偿记忆减退,使之保持较好。     

Noninvasive measurement of smokers’ tar and nicotine intake

A simple device for monitoring cigarette smokers’ intake of tar and nicotine is described. This device divided the mainstream smoke into two parallel paths, one containing seven parallel capillary tubes and the other containing one capillary tube; a Cambridge filter trapped the smoke passing through the path containing one tube. Analyses of both tar and nicotine trapped in the filter were performed by gravimetric and chemical methods. Calibration tests verified that a constant fraction of the tar and nicotine was retained in the apparatus over a wide range of conditions, allowing the calculation of smoke intake into the mouth. With supplementary methods for measuring the amount of smoke exhaled, the apparatus can be used to measure smoke deposition in the respiratory tract.     

Gender and marital status differences in depression: The effects of chronic strains

Although women evidently have higher depression levels than men and singles have higher depression levels than the married, the reasons for these differences are yet unclear. This paper investigates whether differences in the stress-producing circumstances of the lives of men and women, and the married and unmarried, might explain the differences in their levels of depression. Using data from the National Survey of Families and Households, we found that gender differences in depression were accounted for by chronic strains. Family-based strains and economic hardship are significant predictors of higher distress in women. Chronic strains also explain why variations in depression are more pronounced among the married than among the unmarried.Bowling Green State University