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161.
本研究探讨同一品类两个强势品牌广告竞争对弱势品牌产生的影响, 研究尝试将广告重复、广告长度作为操控广告竞争强度的具体手段, 运用感知到的广告竞争水平来表示广告竞争强度。研究结果表明, 同一品类两个品牌同时进行广告重复的水平不同, 可以导致被试感知到的广告竞争水平有显著差异, 广告重复次数越多, 被试感知到的广告竞争强度越高, 广告长度对感知到的广告竞争作用不显著。研究同时发现:随着两个强势品牌广告竞争强度的提高, 消费者对弱势品牌的品牌态度降低, 这表明强势品牌广告竞争对弱势品牌具有溢出效应。另外, 研究还发现产品涉入度和产品属性相似性对强势品牌广告竞争的溢出效应具有调节作用, 涉入度低的产品和属性相似性高的产品溢出效应更大。本研究丰富了溢出效应理论, 增加了溢出效应类别, 同时对同一品类内部的广告实践具有重要的指导意义。  相似文献   
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163.
本研究进行了两个实验,启动词和目标词相关联的分别是首字同音和尾字同音。实验1采用决定任务,未发现语音作用,而实验2采用命名任务,只发现了首字同音作用。与中文单字词和拼音文字相比,中文双字词的语音类似在词汇通达中起有限的作用。  相似文献   
164.
In four experiments, we examined the sources of metacognitive judgments during the categorisation of new items after the learning of old items was completed. In the rule condition, the categorisation rule was explicitly given to the participants during learning, while in the no-rule condition participants relied on feedback to infer category membership. In the transfer phase, two types of novel items were used: good and bad transfer items. Transfer items also differed in the level of similarity to their training pairs. In the rule condition, all types of transfer items were classified with high accuracy and confidence. In the no-rule condition, a dissociation between accuracy and confidence was revealed. Good transfer items were classified more accurately than bad transfer items, whereas similar items were classified with higher confidence than dissimilar items. The obtained results suggest the utilisation of two potential cues for metacognitive judgments: declarative knowledge if the correct rule is explicitly available, and item similarity if it is difficult to infer the correct rule from feedback.  相似文献   
165.
This work introduces a methodology to find solutions corresponding to different purposes in a multiple attribute decision‐making problem under fuzzy environment. The discernment of purpose‐based solutions becomes important when the problem is defined vaguely and solution is targeted to heterogeneous population. Depending on the purpose, for which the solution is sought, the attributes are identified and weighted in an appropriate proportion. The level of similarity between a pair of attributes plays an important role to determine the aggregated value of attributes specific to a purpose. Our work determines the similarity levels between a pair of attributes by calculating their maximum attainability in presence of each other. The achievement of an attribute in presence of another is represented as a fuzzy set in the unit interval. The crisp equivalents of the fuzzy sets in the unit interval are used to define their simultaneous satisfaction denoted as 1‐step relation. The 1‐step relation is extended to (m‐1)‐step relation to calculate the degree of attainability of the same pair of attributes in the presence of m (all) attributes. The different levels of (m‐1)‐step relations generate several partitions of the attributes corresponding to multiple purposes in the multiple attribute decision‐making problems. The degree of fulfilment of the purposes in the alternatives are numerically derived by first taking weighted average of attributes within the equivalence classes of a partition and then aggregating the values corresponding to equivalence classes through ordered weighted averaging. The methodology is illustrated with a numerical example. Copyright © 2016 John Wiley & Sons, Ltd.  相似文献   
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167.
The maximum cardinality subset selection problem requires finding the largest possible subset from a set of objects, such that one or more conditions are satisfied. An important extension of this problem is to extract multiple subsets, where the addition of one more object to a larger subset would always be preferred to increases in the size of one or more smaller subsets. We refer to this as the multiple subset maximum cardinality selection problem (MSMCSP). A recently published branch‐and‐bound algorithm solves the MSMCSP as a partitioning problem. Unfortunately, the computational requirement associated with the algorithm is often enormous, thus rendering the method infeasible from a practical standpoint. In this paper, we present an alternative approach that successively solves a series of binary integer linear programs to obtain a globally optimal solution to the MSMCSP. Computational comparisons of the methods using published similarity data for 45 food items reveal that the proposed sequential method is computationally far more efficient than the branch‐and‐bound approach.  相似文献   
168.
Copycats often choose brand names that mimic perceptual, conceptual, or both elements of leading brand names. Yet little is known about how perceptual and conceptual similarities of a copycat interact to affect consumers' evaluations, especially in logographic language systems (e.g., Chinese). Three laboratory experiments demonstrate that perceptual similarity alone leads to negative evaluations of copycat brand names; this negative effect, however, can be mitigated when conceptual similarity is added. The underlying mechanism for this effect can be traced to consumers' persuasion knowledge. Perceptual (vs. conceptual) similarity activates consumers' persuasion knowledge about the insincere motives of the copycat brand, which in turn shapes their brand evaluations. However, this effect can become less prominent when conceptual similarity is added because it alleviates use of persuasion knowledge, or when a consumer is in a happy mood because it neutralizes persuasion knowledge. These findings shed light on how different types of copycat strategies interact to affect copycat brand name evaluations and offer important implications for marketing practice. Copyright © 2015 John Wiley & Sons, Ltd.  相似文献   
169.
Abstract : This research examined how domestic consumers respond to an advertisement using brand popularity in a foreign market. By using structural equation modeling, it shows that the consumers’ response can change as a function of three characteristics of brand popularity in a foreign market: (a) expertise of foreign consumers, (b) similarity between domestic consumers and foreign consumers, and (c) animosity to a foreign country. Meanwhile, the similarity effect is found to be stronger for high‐preference heterogeneity than low‐preference heterogeneity. This research documents the importance of understanding the underlying mechanism to determine the effects of brand popularity in a foreign market on brand attitude and purchase intention.  相似文献   
170.
In the field of eye tracking, scanpath analysis can reflect the sequential and temporal properties of the cognitive process. However, the advantages of scanpath analysis have not yet been utilized in the study of risky decision making. We explored the methodological applicability of scanpath analysis to test models of risky decision making by analyzing published data from the eye‐tracking studies of Su et al. (2013); Wang and Li (2012), and Sun, Rao, Zhou, and Li (2014). These studies used a proportion task, an outcome‐matched presentation condition, and a multiple‐play condition as the baseline for comparison with information search and processing in the risky decision‐making condition. We found that (i) the similarity scores of the intra‐conditions were significantly higher than those of the inter‐condition; (ii) the scanpaths of the two conditions were separable; and (iii) based on an inspection of typical trials, the patterns of the scanpaths differed between the two conditions. These findings suggest that scanpath analysis is reliable and valid for examining the process of risky decision making. In line with the findings of the three original studies, our results indicate that risky decision making is unlikely to be based on a weighting and summing process, as hypothesized by the family of expectation models. The findings highlight a new methodological direction for research on decision making. Copyright © 2016 John Wiley & Sons, Ltd.  相似文献   
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