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Brand anthropomorphism is one of the most widely used marketing strategies, and numerous studies have confirmed the positive effect of anthropomorphism on consumers' brand attitude. However, anthropomorphism does not always produce positive effects in particular conditions. This study focuses on the interaction effect of brand anthropomorphism and brand distinctiveness on brand attitude and tests the mediating effect of warmth and competence using the Stereotype Content Model. The results of two experiments show that brand anthropomorphism positively predicts consumers' brand attitude, and brand position (distinctiveness vs. popularity) moderates this relationship. Anthropomorphism may improve consumers' attitudes when the brand is positioned to be popular but has no effect on consumers' attitudes when the brand is positioned to be distinctive. Additionally, warmth (not competence) mediates the interaction effect of anthropomorphism and brand position on brand attitude. This study expands the extant knowledge on anthropomorphism and stereotypes in the field of consumption psychology and provides marketers with more rational strategies when applying anthropomorphism in marketing campaigns. 相似文献
163.
In seeking to understand factors contributing to team creativity in dynamic environments, we explored the role of external knowledge search on team creativity through absorptive capacity and knowledge integration. We tested our hypotheses with a sample of 96 teams involving 421 employees in China. Results demonstrated that external knowledge search related positively to team creativity, fully mediated by both absorptive capacity and knowledge integration. In addition, environmental dynamism played a moderating role in the relation between external knowledge search and absorptive capacity, as well as in the relation between external knowledge search and knowledge integration. We discussed the implications of these findings for research and practice. 相似文献
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中国共产党是以马克思主义武装起来的无产阶级先锋队,共产党员必须是无神论者。但是,这些年来,有神论及封建迷信思想在部分党员中有滋长、蔓延的趋势。加强共产党员的无神论教育已经成为当前我们党的一项迫切任务。一、共产党员有神论思想存在的表现1.少数共产党员信仰宗教。近些年来,著名的宗教旅游胜地、乡间小庙,在各种宗教活动中,几乎都有我们共产党员积极虔诚的身影,这种情况,违背了党的性质,降低了党在群众中的威信。2.部分共产党员封建迷信思想严重。近年来在农村,在城市的大街小巷,经常能看到一些看相、算命、看风水、测吉凶的人,参… 相似文献
166.
Overspending has been a largely stigmatised consumer behaviour in traditional Chinese culture. However, social and economic development in recent decades has induced the rise of Chinese consumerism and changes in public attitudes towards overspending. Focusing on overspending stigmas Gouwukuang (GWK) and Duoshoudang (DSD) and stigma‐relevant attitudes, the present study investigates the effect of perceived stigma on consumers' attitude towards overspending through the mediating effect of anticipated consumer guilt. The moderating role of message framing in this relationship is also examined. Results of two analyses indicate that (a) between the two stigmas, DSD is less stigmatising and preferred in comparison to GWK in social interaction and self‐identification; (b) participants' perception of the stigma associated with overspending predicts their anticipation of guilt associated with this behaviour, which in turn predicts negative attitude towards overspending; (c) message framing moderates the relationship between perceived stigma and anticipated guilt, and hence facilitates destigmatisation of the traditionally stigmatised behaviour of overspending. Theoretical and practical implications of these findings are discussed. 相似文献
167.
Information-theoretic complexity metrics, such as Surprisal (Hale, 2001; Levy, 2008) and Entropy Reduction (Hale, 2003), are linking hypotheses that bridge theorized expectations about sentences and observed processing difficulty in comprehension. These expectations can be viewed as syntactic derivations constrained by a grammar. However, this expectation-based view is not limited to syntactic information alone. The present study combines structural and non-structural information in unified models of word-by-word sentence processing difficulty. Using probabilistic minimalist grammars (Stabler, 1997), we extend expectation-based models to include frequency information about noun phrase animacy. Entropy reductions derived from these grammars faithfully reflect the asymmetry between subject and object relatives (Staub, 2010; Staub, Dillon, & Clifton, 2017), as well as the effect of animacy on the measured difficulty profile (Lowder & Gordon, 2012; Traxler, Morris, & Seely, 2002). Visualizing probability distributions on the remaining alternatives at particular parser states allows us to explore new, linguistically plausible interpretations for the observed processing asymmetries, including the way that expectations about the relativized argument influence the processing of particular types of relative clauses (Wagers & Pendleton, 2016). 相似文献
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该研究以心理距离的两种表现形式(时间距离和社会距离)为自变量,探讨心理距离对道德行为判断的影响。采用两因素完全被试间设计,120名大学生参加实验,自编道德评价问卷(共四个道德事件)。结果发现,时间距离远近和社会距离不同对道德行为评价的影响存在显著性差异。时间距离越远倾向于高评价,时间距离越近倾向于低评价。发生在自己身上倾向于低评价,发生在他人身上倾向于高评价。结果表明,心理距离对道德行为的判断有重要影响。 相似文献
170.
推进区域经济协调发展已成为国家战略的重要组成部分。本文在现有研究基础上,首次提出区域间经济溢出与技术溢出整合分析框架,以引资政策竞争为切入点,构建地方政府博弈模型,探讨区域竞争效应,并通过对模型推演得出一系列推论。研究发现,在追求自身利益最大化的条件下,地方政府会充分考虑其决策对其它地区的经济与技术溢出效应,透过对双重溢出效应相对大小的考量,并结合短期或长期利益追求以及自身所处客观环境条件而做出相应的战略选择,据此能够理解我国地方政府竞争与合作行为,特别是对现实中地方政府引资竞争中为何屡屡出现恶性竞争现象给予了符合逻辑的解读。技术溢出效应导致区域创新投入并不一定能够显著促进本区域经济的快速增长,特别是对短期经济目标的追求。所以,需要更高层面的政府打破行政区域限制,构建跨区域的创新平台,推动创新要素的流动和合理配置,扩大技术溢出效应,这也使得设计整体社会利益最大化追求机制成为可能。 相似文献