合作还是冲突?组合代言中代言人关系类型对广告效果的影响

在营销实践中,多位代言人同时出现在一则广告中的组合代言广告日益增多,却很少有研究关注。本文探究了组合代言中代言人关系类型(合作型组合代言vs.冲突型组合代言)对广告效果的影响。研究发现,相对于合作型组合代言,冲突型组合代言会产生更好的广告效果;这种作用是通过消费者感知到的广告生动性所中介的;消费者的情感强度可以调节这种作用,对于情感强度较高的消费者,冲突型组合代言能产生更好的广告效果,而对于情感强度较低的消费者没有显著影响;此外,代言人之间的差异程度也可以起到调节作用,即当消费者对组合代言中代言人们的评价相差较小时,冲突型组合代言能提升广告效果,当对代言人们的评价相差较大时,则没有显著的促进作用。文章还对这些发现的理论贡献、营销启示和未来研究方向进行了讨论。     

西南少数民族教育价值观的调查研究

在文献综述、开放式问卷和个别访谈的基础上,提出了西南少数民族教育价值观的理论构想,自编了西南少数民族教育价值观量表。约1,500名西南地区少数民族被试接受了测试。研究表明,该量表具有良好的信度和效度,西南少数民族的教育价值观包括教育效用、家族荣誉、个人发展、民族传承等四个维度,西南少数民族群众的教育价值观在性别和年龄不存在显著性差异,在民族和文化程度上存在着显著性差异。     

A daily diary study of coping in the context of the job demands-control-support model

We examined one of the processes thought to underpin Karasek and Theorell’s job demands-control-support model (1990). This is that control and support accentuate better well-being by fostering problem-focused coping with work demands. We also examined whether other forms of coping implemented through control and support are related to indicators of well-being. In a daily diary study of 29 workers in a public hospital, we found higher levels of subsequent goal attainment were associated with problem-focused coping implemented by executing control. Problem-focused coping implemented by eliciting support was associated with higher concurrent and subsequent levels of pleasant affect. We found other forms of coping were also associated with affect and goal attainment. The results have implications for elaboration of the DCS model.     

The impact of advertisements featuring ultra‐thin or average‐size models on women with a history of eating disorders

Previous research demonstrates that exposure to ultra‐thin media models leads to increased body image concerns amongst women (Groesz, Levine, & Murnen, 2002 ). There is emerging evidence that attractive, average‐size models do not have this negative effect and can be effective in advertising (e.g. Halliwell & Dittmar, 2004 ). The present study investigates these factors amongst women with a history of eating disorders. Participants either viewed advertisements featuring ultra‐thin, average‐size or control images. Immediately after exposure, they reported their body‐focused anxiety and rated the effectiveness of the advertisements. Whereas exposure to ultra‐thin models did not lead to increased body‐focused anxiety, exposure to average‐size models produced a relief effect, whereby women reported lower levels of body‐focused anxiety. Advertisements featuring ultra‐thin and average‐size models were equally effective. The results suggest that average‐size, attractive models could be used effectively in advertising, which may help to relieve body image concerns amongst these women. Copyright © 2005 John Wiley & Sons, Ltd.     

The practice research network: Research into practice,practice into research

The purpose of the broader project on which this report is based was to utilize a Practice Research Network, an alternative to traditional clinical studies to 1) identify demographically one practice group, namely professional counselors in the United States, 2) describe their practice patterns, and 3) identify their client population and the efficacy of their clinical work through client outcomes based on actual client reports. This article describes the development of one such nation‐wide Practice Research Network (PRN) and provides some preliminary findings for each phase of the project. Use of the PRN model can help overcome the traditional “research to practice” gap and provide research results into community practice thus integrating outcomes measures into the daily practice of mental health professionals. During the early phases of this project, a software program was developed upon which the participating practitioners could identify the data elements within the parameters of the focus on their agreed‐upon research interests, enter data following client visits over time, and by comparing their own composite profiles and effectiveness with those of other participating practitioners who had clients presenting with similar diagnoses, could alter their own service delivery patterns, therapeutic interventions, or approaches while working with the clients and thereby improve the efficacy of their service. By participating, the practitioners benefited by access to downloadable and printable reports on profiles of 1) their specific clients, 2) their service delivery patterns, and 3) the outcomes or efficacy by their clients’ direct feedback. They were also able to compare these results with the composite data from other practitioners.     

Employees’ mood, perceptions of fairness, and organizational citizenship behavior

Previous research findings concerning employees’ perceptions of fairness and positive mood as predictors of organizational citizenship behavior (OCB) have been equivocal. Explanations for this inconsistency may be related to the varying types of manipulation techniques adopted and samples tested. To address these issues, the present study adopted the mood and fairness manipulation techniques of Bachrach and Jex (2000, Journal of Applied Psychology, 30(3), 641–663) to investigate their effect on OCB amongst a sample of 138 employees from five large service organizations. The findings revealed that employees’ perceptions of fairness affected their likelihood to perform organizational citizenship behaviors. One implication of this finding is that employees’ perceptions of fairness may have a more enduring effect, in comparison to their mood, on increasing their extra role work behaviors. However, a close evaluation of the mood manipulation technique suggests that further research is needed before any firm conclusions can be made on the relative effect of empolyees’ perceived fairness and positive mood on OCB.     

箱庭疗法缓解初中生考试焦虑的有效性

以18名考试焦虑初中生为被试,采用等组前后测设计,以考察箱庭疗法缓解考试焦虑的效果,并与放松训练进行比较。结果表明:箱庭疗法与放松训练一样能够有效地缓解初中生的考试焦虑情绪,但其干预效果的保持性要优于放松训练。     

A Match Made in Heaven or Down Under? The Effectiveness of Matching Visual and Verbal Horizons in Advertising

According to construal level theory, consumers’ processing styles become more abstract as psychological distance increases, but they grow more concrete when psychological distance decreases. This study provides evidence that panoramic pictures in which the horizon appears in the lower versus upper part of the frame trigger a different level of construal. As such, this study raises a novel source of construal. In addition, this study shows that when both visual (e.g., horizon height) and verbal (e.g., temporal benefit) advertising elements induce the same level of construal, advertising effectiveness increases. This work differs from previous research in that it focuses on the construal fit evoked by two advertisement features rather than a fit in construal between an external stimulus and the internal mindset of the consumer.     

Parenting programmes for parents of children and young people with behavioural difficulties

Children and young people exhibiting behavioural difficulties present a major challenge not only to parents but also to education and health professionals and to society as a whole. In this paper, I shall address some key issues regarding these parenting programmes, based particularly on a programme of research over 13 years in the Centre for Educational Development, Appraisal and Research at the University of Warwick. This has comprised large‐scale studies across all areas of England, both programmes targeted at parents whose children are presenting or at risk of developing behavioural difficulties: the Parenting Early Intervention Pathfinder and Parenting Early Intervention Programme; and universal programmes aimed at all parents, as a positive contribution to behavioural development across the population: the CANparent trial. All were funded by the Department for Education plus the continuation of the CANparent trial was funded by the Department of Health. In addition, I consider studies that have built on this research to examine the use of parenting programmes with parents of children and young people with special educational needs; and also the effectiveness of programmes during sustained implementation, beyond formal trials and similar research initiatives, that is, as day‐to‐day practice. I show that well‐constructed parenting programmes that are acceptable to parents are effective, that these positive effects on parents can remain over time, and also that the positive effects found in well‐organised trials can be maintained when programmes are delivered by community services as part of their normal practice.     

Measuring generalised expectancies for negative mood regulation in China: The Chinese language Negative Mood Regulation scale

Negative mood regulation expectancies (NMRE) represent people's confidence that they can alleviate their negative affect or induce a positive emotional state through thought or action. NMRE predict coping behaviour and mood outcomes for individuals under stress. Since 1990, much research documents the reliability and validity of the English language Negative Mood Regulation (NMR) scale as a measure of NMRE. The current research reports two studies developing a Chinese language translation of the NMR (NMR‐C) scale that goes beyond literal translation to be a culturally sensitive measure of NMRE in China. In Study 1, 713 college students from both a major city and a rural setting in China were surveyed. Data support the resulting 32‐item NMR‐C's reliability (alpha = .88) and validity. The NMR‐C showed both direct and indirect links to depression and anxiety; coping mediated the indirect effect. In Study 2, 331 prison police officers in three Chinese provinces participated. NMRE buffered the effect of high role pressure, moderating the relationship between prison police role stress and job engagement. Results of the two studies support the reliability and validity of the Chinese language NMR scale and parallel results found with measures of NMRE in the West and in other Asian countries.