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。     

“GOING TO THE DOGS”: CANID ETHOLOGY AND THEOLOGICAL REFLECTION

Abstract. Theological reflection often treats animals in the very broadest terms and establishes a dramatic difference between humans and animals. Empirical observations, however, describe animals and their relationship to humans in more nuanced ways. Marc Bekoff's science, which integrates ethology and ecology, generates a view of the complex social behaviors of animals and entails observations about difference. Dialogue with Bekoff's sensitive awareness of animal behavior is the occasion to construct a theology of nature that is better informed about diversity among animals and differences within and among species.     

Age-related differences in emotion matching are limited to low intensity expressions

Multi-label tasks confound age differences in perceptual and cognitive processes. We examined age differences in emotion perception with a technique that did not require verbal labels. Participants matched the emotion expressed by a target to two comparison stimuli, one neutral and one emotional. Angry, disgusted, fearful, happy, and sad facial expressions of varying intensity were used. Although older adults took longer to respond than younger adults, younger adults only outmatched older adults for the lowest intensity disgust and fear expressions. Some participants also completed an identity matching task in which target stimuli were matched on personal identity instead of emotion. Although irrelevant to the judgment, expressed emotion still created interference. All participants were less accurate when the apparent difference in expressive intensity of the matched stimuli was large, suggesting that salient emotion cues increased difficulty of identity matching. Age differences in emotion perception were limited to very low intensity expressions.     

Increasing access to low‐intensity interventions for childhood anxiety: A pilot study of a guided self‐help program for Scandinavian parents

Cognitive Behavior Therapy (CBT) is an effective treatment for child anxiety. However, access to treatment is limited. It has been suggested that low‐intensity formats of parent‐delivered CBT may improve access to treatment. Our aim was to develop and pilot‐test the acceptability and effect of a low‐intensity therapist‐guided parent‐delivered group program for anxious children (age 7–12 years) adjusted to the Scandinavian culture. The program required 1.5 hours of therapist‐time per family. Mothers, fathers and children reported on revised child anxiety and depression scale (RCADS) at referral, pre‐ and post‐treatment. Mothers and fathers also gave a qualitative account of their experiences. Thirty‐one families were enrolled and only one family dropped out. Mean age of the children was 9 years. Intent‐to‐treat analyses revealed significant reductions in anxiety and depressive symptoms from pre‐ to post‐treatment for all informants. Large effect sizes were found for child anxiety symptoms as reported by mothers and fathers, and for child depressive symptoms as reported by mothers. Medium to large effect sizes was found for the self‐reported anxiety symptoms by the children, and for depressive symptoms reported by both children and fathers. More than 93% of the parents would recommend the program. Results suggest that our program may provide a new approach to improve access to treatment for anxious children in Scandinavia; however, further research must be conducted before firm conclusions can be drawn.     

The effects of different intensity levels of background noise on dichotic listening to consonant-vowel syllables

It has previously been shown that the right ear advantage in dichotic listening to consonant-vowel syllables is affected if a background noise is presented at the same time as the dichotic stimuli. What is not known is, however, if there is also an effect of varying the intensity level of the background noise. We therefore presented conversation or traffic noise background noise simultaneously with the dichotic syllable stimuli to healthy adult subjects. The intensity of the background noises varied between 50-65 dB in steps of 5 dB. The results showed that the right ear correct reports decreased, while left ear correct reports increased as a consequence of increasing background noise intensity. The effects were also stronger for the right ear, and for the traffic background noise condition, particularly at the two highest intensity levels. The results are discussed in terms of alertness and attentional mechanisms.     

我国非瓣膜病房颤抗凝的现状与思考

心房纤颤增加缺血性脑中风4倍～5倍,抗凝治疗可减少60％的缺血性脑中风,但是同时会增加出血的风险,尤其是脑出血。我国是脑中风,特别是出血性脑中风的高发国家,所以对于房颤抗凝的临床决策往往偏保守,造成我国房颤患者抗凝比例很低。本文就如何在我国房颤患者中进行抗凝提出意见。     

不同刺激强度训练后一日龄小鸡的记忆形成

一日龄小鸡,分别接受不同浓度的回避性刺激物邻氨基苯甲酸甲酯（ＭｅＡ）训练,间隔一定时间后测试记忆保持。主要结果为：５％和２０％ＭｅＡ训练,分别使动物记忆保持１５分钟和５０分钟左右,相当于记忆形成多阶段模型中的ＳＴＭ和ＩＴＭ阶段。４０％ＭｅＡ训练,记忆保持到训练后８－１０小时,相当于不依赖新糖蛋白合成的ＬＴＭ形成的早期阶段。只有６０％以上浓度的ＭｅＡ训练才使记忆保持至少２４小时。上述结果提示,利用弱化训练的方法,不仅可以将ＳＴＭ,ＩＴＭ和ＬＴＭ分离开,而且可把ＬＴＭ形成的早期阶段分离出来独立研究,增加了对ＬＴＭ新的理解,为进一步探讨记忆形成机制提供了一条新的途径。     

运动强度和持续时间对运动后过量氧耗的影响

本研究采用双因素实验设计探讨了运动负荷强度和持续时间对 E-POC的影响。实验结果发现 ,运动过程中机体净耗氧量主要取决于运动持续时间 ,而运动后的 EPOC既受运动强度 ,也受持续时间的影响 ,但以前者的作用更加明显 ;运动后 VO2 的恢复速度快于血乳酸的消除 ,不同运动条件下的氧亏量变化主要取决于运动负荷的强度。     

The influence of the victim on shock induced aggression in rats.

In two studies, free-roaming male rats (aggressors) were shocked in the presence of male target rats restrained in either an upright or a supine posure. In addition, in Experiment II, two levels of aggressor shock intensity (0.8 mA or 2.0 mA) were used while targets received one of three levels of shock (0.5 mA, 1.5 mA, or 2.5 mA). In both studies, upright targets were attacked less than supine targets. Frequency of aggression was directly related to level of aggressor shock intensity in Experiment II. Also, attack by 0.8-mA aggressors against supine targets was inversely related to level of target shock intensity. The low level of attack against upright targets was interpreted in terms of a threat diaplay. Similarily, it was concluded that the target shock-intensity effect in Experiment II was due to specific threat behaviors displayed by those supine rats that received the highest-intensity shocks.     

Avoidance based on shock intensity reduction with no change in shock probability

Rats were trained on a free-operant avoidance procedure in which shock intensity was controlled by interresponse time. Shocks were random at a density of about 10 shocks per minute. Shock probability was response independent. As long as interresponse times remained less than the limit in effect, any shocks received were at the lower of two intensities (0.75 mA). Whenever interresponse times exceeded the limit, any shocks received were at the higher intensity (1.6 mA). The initial limit of 15 seconds was decreased in 3-second steps to either 6 or 3 seconds. All animals lever pressed to avoid higher intensity shock. As the interresponse time limit was reduced, the response rate during the lower intensity shock and the proportion of brief interresponse times increased. Substantial warmup effects were evident, particularly at the shorter interresponse-time limits. Shock intensity reduction without change in shock probability was effective in the acquisition and maintenance of avoidance responding, as well as in differentiation of interresponse times. This research suggests limitations on the generality of a safety signal interpretation of avoidance conditioning.