Assertive Ads for Want or Should? It Depends on Consumers’ Power

Advertisements using assertive language are commonly seen in marketing communications, yet assertive language has often been shown to be ineffective in communication and even decrease compliance. Recent research began to examine factors that influence the effectiveness of assertive advertising messages, but little research has studied the potential moderating role of consumer‐related factors. The current research fills this gap by investigating the moderating role of consumers’ power. Across five studies, the authors find that for high‐power consumers, assertive ads are effective in promoting want products but ineffective in promoting should products. For low‐power consumers, however, assertive ads are effective in promoting should products but ineffective in promoting want products. Moreover, the authors show that this pattern of results is driven (mediated) by consumers’ perception of the fit between the advertising message and the advertised product. Theoretical and practical implications of the findings are discussed.     

Solutions to the problems of incremental validity testing in relationship science

Incremental validity testing (i.e., testing whether a focal predictor is associated with an outcome above and beyond a covariate) is common (e.g., 57% of Personal Relationships articles in 2017), yet it is fraught with conceptual and statistical problems. First, researchers often use it to overemphasize the novelty or counterintuitiveness of findings, which hinders cumulative understanding. Second, incremental validity testing requires that the focal predictor and the covariate represent separate constructs; researchers risk committing the “jangle fallacy” without such evidence. Third, the most common approach to incremental validity testing (i.e., standard multiple regression, 88% of articles) inflates Type I error and can produce invalid conclusions. This article also discusses the relevance of these issues to dyadic/longitudinal designs and offers concrete solutions.     

On Chinese receptions and translations of Heidegger’s Dasein

Continental Philosophy Review - The essay examines three major Chinese translations of Heidegger’s Dasein as cizai (此在), yuanzai (緣在) and qinzai...     

论霍耐特对卢卡奇物化理论的批判性重建

从卢卡奇对物化概念的分析开始,关于物化理论的研究在现代哲学界就从未停止。霍耐特立足于社会批判与社会发展之间落差的思考,以其独特的理论视角,将物化生发的判准向内翻转,以“原初承认”作为理论支点,拓展了卢卡奇的物化批判视域。霍耐特试图在社会生活层面及生存结构中寻求社会病态的可能成因,提供一种在当代社会推进物化批判的独特路径,在发展社会批判理论以及建立社会批判范畴新形式上作出独特贡献。     

Flexible parafoveal encoding of character order supports word predictability effects in Chinese reading: Evidence from eye movements

Several eye-movement studies have revealed flexibility in the parafoveal processing of character-order information in Chinese reading. In particular, studies show that processing a two-character word in a sentence benefits more from parafoveal preview of a nonword created by transposing rather than replacing its two characters. One issue that has not been investigated is whether the contextual predictability of the target word influences this processing of character order information. However, such a finding would provide novel evidence for an early influence of context on lexical processing in Chinese reading. Accordingly, we investigated this issue in an eye-movement experiment using the boundary paradigm and sentences containing two-character target words with high or low contextual predictability. Prior to the reader’s gaze crossing an invisible boundary, each target word was shown normally (i.e. a valid preview) or with its two characters either transposed or replaced by unrelated characters to create invalid nonword previews. These invalid previews reverted to the target word once the reader’s gaze crossed the invisible boundary. The results showed larger preview benefits (i.e. a decrease in fixation times) for target words following transposed-character than substituted-character previews, revealing a transposed-character effect similar to that in previous research. In addition, a word predictability effect (shorter fixation times for words with high than low predictability) was observed following both valid and transposed-character previews, but not substituted-character previews. The findings therefore reveal that context can influence an early stage of lexical processing in Chinese reading during which character order is processed flexibly.

     

浅析孔子教育传播思想

教育传播学属于跨学科研究领域,在我国尚属新兴学科。从传播学的角度解读孔子的教育传播思想,可以发现其教育传播思想中教育传播平民化;以文字传播作为主要的教育传播媒介;严格的传者自律;强烈的受众意识等诸多方面的内容。