Is it better to be an English little pea than a Mexican little pea?: The role of the categorization process on the evaluation of football players

Two studies investigated the effects of manipulating team membership on the evaluation of a football player. We hypothesized that the evaluations of the same football player, Javier “Chicharito” Hernandez, would vary as a function of the categorization process. For study 1, participants were randomly assigned to one of three conditions: Manchester United, Mexican National team or control. Results showed that “Chicharito” obtained better evaluations when his membership to Manchester United was made salient. In study 2, participants were randomly assigned to one of two conditions: Manchester United and Mexican National team condition. We found support for the mediating role of team evaluation on the relationship between team membership and the evaluations of Chicharito. The theoretical and applied implications were discussed.     

双模态情感分析的弹幕网络视频平台营销策略

随着互联网飞跃发展, 弹幕视频应运而生。这种新型的用户与视频交互方式具有新特性, 如用户情感表达实时动态性、情感分布多峰性。同时, 新特性也给实际研究工作带来挑战, 如用户画像刻画难度增大, 视频推荐和广告推送所需精度提高。现有研究尚未对弹幕视频的新特性进行深入分析, 也没有充分挖掘其本身所蕴含的学术研究价值。本文利用深度学习、自然语言处理技术、系统动力学方法, 结合心理学、市场营销学等多学科交叉前沿知识, 从数据驱动角度对弹幕视频数据进行分析和建模, 深度挖掘视频大数据潜在的商业价值。重点研究弹幕与视频双模态融合的情感识别方法; 构建带有用户情感特征的动态用户画像, 并建立基于用户画像的网络视频粘性营销机制; 分析用户情感与视频广告插播方式的相关性, 提出视频广告动态插播策略。丰富现有研究的同时, 为网络视频企业准确定位与分析用户需求, 创建高品质的智能营销平台供理论与决策支持。     

The Need for Speed: Agility Selling

In turbulent business times, organizations have sought to become more agile. Organizational agility has been asserted to require workforce agility, but thus far, little focus has been given to workers. Traditionally, salespeople have sought ways to differentiate themselves and create advantage for customers. This paper asserts that, in order to continue this tradition of differentiation and advantage, salespeople must engage in agility thinking. Agility has been studied as it applies to manufacturing processes and other firm activities. Agile salespeople have a mental dexterity at the point of customer contact. They are quick to observe opportunities and are able to anticipate customers’ ever-changing needs, wants, and preferences. This paper presents a framework for agility selling, applying concepts from the agility manufacturing literature and proffering distinct characteristics of sales force agility.     

Can disclosures lead consumers to resist covert persuasion? The important roles of disclosure timing and type of response

While sponsorship disclosure is proposed as a remedy for covert marketing, i.e., tactics such that the persuasive nature of the communication is not clear to consumers, little is known about whether or when disclosures prompt consumers to correct for persuasion. Three experiments reveal that covert marketing, in the form of subtle product placements, can increase brand recall and attitudes but that both instructions to avoid influence and mere disclosure of sponsorship can lead to correction. The first experiment demonstrates that consumers are able to correct both brand attitudes and stated recall when there are instructions to avoid influence. The following two experiments show that mere sponsorship disclosure can evoke use of persuasion knowledge for correction. However, disclosure timing differentially influences correction for recall and attitudes. Disclosure prior to exposure to the covert marketing tactic leads only to correction for effects on recall; attitude is as high with a prior disclosure as with placement with no disclosure. Disclosure after placement provides general correction of the impact of the covert marketing tactic on both recall and attitudes.     

Bridging the Marketing Gap: A Review of How to Think Like a Behavior Analyst: Understanding the Science That Can Change Your Life by Jon Bailey and Mary Burch

The field of applied behavior analysis has suffered from a relative dearth of user-friendly books appropriate to a lay audience. Bailey and Burch''s book fills this niche with a work that is both entertaining and informative. The book is reviewed in terms of the strengths and limitations of its content, as well as in the context of the importance of effective marketing of behavior analysis.     

Do you really want to understand your customer?

On the surface, ‘consumer understanding’ seems like a Motherhood and Apple Pie ‘good’ that no one could sensibly object to. In fact, our whole approach to consumer understanding – how we go about achieving it, for what purposes – masks a seller‐centric, command and control ideology of marketing. Successful companies are breaking free of this ideology, and reinventing market research in the process. Copyright © 2002 Henry Stewart Publications Ltd.     

BRAND PLACEMENT AND CONSUMER CHOICE: AN IN‐STORE EXPERIMENT

An in‐store experiment was performed to investigate the effects of shelf placement (high, middle, low) on consumers' purchases of potato chips. Placement of potato chips on the middle shelf was associated with the highest percentage of purchases. The results confirm the importance of item placement as a factor in consumers' buying behavior.     

香气在营销中的应用

香气营销是一种基于嗅觉与情绪、记忆、行为决策之间关系的体验式营销模式。近年来, 心理学家和营销专家对香气营销的关注主要集中于对其理论依据、营销效果、与其他因素交互作用等方面的研究, 证实怡人的香气可显著延长顾客的店内停留时间, 提高产品评估, 加强品牌记忆。未来香气营销的研究应更关注嗅觉心理反应的差异性对营销效果的影响。     

EXTENDING THE CONCEPT OF SOCIAL VALIDITY: BEHAVIOR ANALYSIS FOR DISEASE PREVENTION AND HEALTH PROMOTION

A broader definition of social validity is proposed wherein a socially valid behavior-change intervention is directed to a problem of verifiable importance, the intervention is valued and used appropriately by designated target groups, and the intervention as used has sufficient behavioral impact to substantially reduce the probability of the problem's occurrence in target populations. The verifiable importance of a problem is based on epidemiological data, and the value and appropriate use of an intervention are enhanced through the use of conceptual frameworks for social marketing and behavior change and considerable formative and pilot research. Behavioral impact is assessed through efficacy and effectiveness studies. Thus, the social validity of a behavior-change intervention is established through a number of interactive, a priori steps. This approach to defining social validity is related to critical analysis and intervention issues including individual and population perspectives and “top-down” and “bottom-up” approaches to intervention design. This broader definition of social validity is illustrated by a project to reduce the risk of HIV infection among adolescents. Although the various steps involved in creating socially valid interventions can be complicated, time-consuming, and expensive, following all the steps can result in interventions capable of improving a nation's health.     

营销人员心理品质的研究及其测评

运用自编的＂营销人员心理品质评定量表＂分析了成功营销人员应具备的七项心理品质,它们分别是自我控制力、社会适应能力、自信心、成就动机、推销技巧,创造性和职业兴趣。结果表明,该量表具有较好的信度与效度,这些心理品质可以作为人员选拔的指标。