国别属性重要吗？代言人与广告效果关系研究的新视角

随着全球市场的形成, 一些中国企业开始选取外国明星作为产品的代言人, 目的是希望借外籍代言人提升品牌的吸引力, 获得消费者的喜爱与购买。与此同时, 一些跨国企业也开始使用中国明星为其产品代言, 以期通过“本土化”加强消费者对品牌的认同, 从而最终接受这一品牌。然而, 这种做法是否令消费者认可和接受, 其广告效果到底如何还是未知数。从目前来看, 这一作法既缺乏理论论证也缺乏实践的检验。根据代言人匹配假说, 作者认为代言人国别属性与产品国别色彩的一致性对广告效果也具有重要的影响。通过3(中、外、无国别特色产品)×2(功能性产品、享乐性产品)×2(中、外代言人)的实验设计, 验证了代言人与产品国别一致性作为调节变量对代言人特征与广告效果关系具有正向的影响, 即当代言人国别属性与产品国别色彩一致时, 广告效果明显优于不一致的情形。对于中国特色产品, 中国代言人的广告效果更好, 而对于外国文化色彩以及无国别色彩的产品, 外国代言人的广告效果要明显高于中国代言人。     

The Career Decision‐Making Process of Chinese American Youth

The authors investigated how negotiating two cultural expectations may influence the career decision‐making process of Chinese youth. In‐depth interviews were conducted with 8 participants addressing issues of role models, career interests, and individuals with whom they discussed career concerns. Consensual Qualitative Research (C. E. Hill, B. J. Thompson, & E. N. Williams, 1997) was used to analyze data. The findings suggest that parents' academic and career expectations influenced the career decisions of Chinese youth.     

Processing of invisible stimuli: advantage of upright faces and recognizable words in overcoming interocular suppression

Familiar and recognizable stimuli enjoy an advantage of predominance during binocular rivalry, and this advantage is usually attributed to their enhanced processing during the dominant phase. However, do familiar and recognizable stimuli have an advantage in breaking suppression? Test images were gradually introduced to one eye to compete against a standard high-contrast dynamic noise pattern presented to the other eye. Results showed that an upright face took less time than an upside-down face to gain dominance against the identical suppression noise. Results also showed that for Chinese readers, Chinese characters were faster to gain dominance than Hebrew words, whereas for Hebrew readers, the reverse was true. These results suggest that familiar and recognizable information, even when suppressed and invisible, is processed differently from unfamiliar information. Apparently, high-level information about visual form does contribute to the strength of a stimulus during its suppressed phase.     

Speed, accuracy, and serial order in sequence production

The production of complex sequences like music or speech requires the rapid and temporally precise production of events (e.g., notes and chords), often at fast rates. Memory retrieval in these circumstances may rely on the simultaneous activation of both the current event and the surrounding context (Lashley, 1951). We describe an extension to a model of incremental retrieval in sequence production (Palmer & Pfordresher, 2003) that incorporates this logic to predict overall error rates and speed-accuracy trade-offs, as well as types of serial ordering errors. The model-assumes that retrieval of the current event is influenced by activations of surrounding events. Activations of surrounding events increase over time, such that both the accessibility of distant events and overall accuracy increases at slower production rates. The model's predictions were tested in an experiment in which pianists performed unfamiliar music at 8 different tempi. Model fits to speed-accuracy data and to serial ordering errors support model predictions. Parameter fits to individual data further suggest that working memory contributes to the retrieval of serial order and overall accuracy is influenced in addition by motor dexterity and domain-specific skill.     

基督教人性观在当代的发展

本文对基督教传统的人性观进行了概括,简要梳理了现代基督教人观的发展。本文中名为"奥古斯丁—阿奎那传统"的传统人观强调人内在与外在的区别,认为"上帝的形象"体现在无性别的单一灵魂或者理性中,这种实在的理性将人与万物区别开来。与这种实体性的人观相反,现代基督教人观更强调人存在于与某种超越的终极实在的关系之中,以及人作为男性或女性与其他人形成的关系之中。人格的人是每个人发展这两个方面位格关系所有的结果。成为人首先意味着成为一个男人或者女人,以此差别为基础反映了三位一体上帝的形象。现代基督教人观打破了自启蒙以来把人理解为"理性人"的抽象观念。     

再谈在中国应提倡使用避孕套预防艾滋病

人们性观念的转变和性行为准则的放松导致了性传播疾病(STDs)逐年增多.据统计,中国已进入艾滋病(AIDS)的广泛流行期.再次提出应当提倡使用避孕套,充分发挥避孕套的双重保护作用以限制AIDS在国内的蔓延;通过大量的资料,再次阐述了推广使用避孕套的必要性和重要性,并就在国内推广过程中可能会出现的相关问题作了进一步说明.     

瘟疫环境下个体生活条件模式与行为的理性化——以20世纪初哈尔滨的瘟疫事件为例

采用文献分析的方法深入剖析清末民国时期瘟疫下的哈尔滨社会。认识政府、传统文化、个人这三者在瘟疫环境下所做出的反应,以及各自所呈现出来的理性化发展趋向,尤其是剖析了个人的生活条件模式以及行为的理性化演变趋势。这一研究对现实中政府、民众乃至个人在危机过后进行反思、提高、做出理性变动,以及在危机状态下如何与民众进行沟通,具有一定的借鉴价值。     

重庆市直辖以来卫生资源配置公平性研究

采用基尼系数方法从人口和地理分布两个方面定量分析重庆市卫生资源配置的公平性。重庆市主要卫生资源中,护士的基尼系数最高;重庆市的三个经济区域中,都市发达经济圈的基尼系数最高;资源按地理配置的公平性要差于按人口配置。重庆市护理人员严重不足且分布不公平,资源地理配置的公平性有待改善。     

西晋东莱人刘毅仕宦考

以门阀士族为其统治基础的西晋王朝,在确保士族权益的同时,皇族司马氏也需要一批事功派官僚以限制士族势力的过分膨胀,从而维持其君主的专制权威.然而,晋武帝却始终没有重用事功派官僚刘毅,作者认为,其主要原因是刘毅始终忠于曹魏,一直对司马氏的统治持敌视态度.而晋武帝"容忍"刘毅的主要原因则是当时亲曹力量依然十分庞大.