非参数认知诊断方法下诊断结果的概率化表征

非参数认知诊断分类方法非常适合课堂评估,其诊断结果采用0-1形式而缺乏概率化表征,不能精细地区分被试属性掌握程度的差异或变化,还缺乏可用于评价真实测验分类结果的信度和效度指标。要刻画被试属性掌握程度的差异,首要的问题是要为非参数认知诊断方法提供一种可以量化属性掌握概率的方法。针对此问题,基于二项分布和玻尔兹曼分布提出非参数认知诊断方法下诊断结果的概率化表征方法,并用于构建分类准确性和分类一致性指标。模拟研究与实测数据分析结果显示：概率化表征方法与非参数认知诊断方法的分类结果高度一致;概率化表征方法与认知诊断模型所得的属性掌握概率十分接近;概率化表征方法所得的属性（模式）掌握概率可用于计算属性（模式）分类准确性和分类一致性指标,在实际测验情景下可作为信度和效度指标,评价诊断结果的重测一致率和判准率。     

Are brand names special words? Letter visual-similarity affects the identification of brand names,but not common words

Brand names are often considered a special type of words of special relevance to examine the role of visual codes during reading: unlike common words, brand names are typically presented with the same letter-case configuration (e.g., IKEA, adidas). Recently, Pathak et al. (European Journal of Marketing, 2019, 53 , 2109) found an effect of visual similarity for misspelled brand names when the participants had to decide whether the brand name was spelled correctly or not (e.g., tacebook [baseword: facebook] was responded more slowly and less accurately than xacebook). This finding is at odds with both orthographically based visual-word recognition models and prior experiments using misspelled common words (e.g., viotin [baseword: violin ] is identified as fast as viocin ). To solve this puzzle, we designed two experiments in which the participants had to decide whether the presented item was written correctly. In Experiment 1, following a procedure similar to Pathak et al. (European Journal of Marketing, 2019, 53 , 2109), we examined the effect of visual similarity on misspelled brand names with/without graphical information (e.g., anazon vs. atazon [baseword: amazon ]). Experiment 2 was parallel to Experiment 1, but we focused on misspelled common words (e.g., anarillo vs. atarillo ; baseword: amarillo [yellow in Spanish]). Results showed a sizeable effect of visual similarity on misspelled brand names – regardless of their graphical information, but not on misspelled common words. These findings suggest that visual codes play a greater role when identifying brand names than common words. We examined how models of visual-word recognition can account for this dissociation.     

品牌信任和品牌情感：究竟谁导致了品牌忠诚?—— 一个动态研究

现有关于品牌忠诚影响因素的相关研究发现, 品牌信任和品牌情感是品牌忠诚的决定因素。尽管也有很多学者认为应该从动态的视角认识忠诚的概念, 但是现有文献却没有随着时间推移来研究消费者品牌忠诚的发展过程。为了弥补现有营销文献中这一理论的不足, 本文提供了一个关于品牌情感和品牌信任同时影响品牌忠诚形成过程的动态研究。通过一个纵向情境模拟实验研究发现随着时间的推移, 品牌信任对品牌忠诚的影响作用增强了, 而品牌情感的影响作用减弱了。并且, 消费者对品牌的不一致性体验会削弱这种效应。最后, 研究指出品牌情感和品牌信任对品牌忠诚共同的影响作用随着消费经验的积累显著增强。     

How valuable is a well‐crafted design and name brand?: Recognition and willingness to pay

Preferences for similarly designed consumer products, evaluated blind and branded and also with and without prices, were tested in a consumer setting. The consumer's perceptual experience led to preference of the well‐crafted high‐priced option. This preference was enhanced by priming consumers with background information about the brand, perhaps causing the subjects to guess which choice was the well‐known brand before evaluation. Preferences for that choice increased again when brand names were visible during evaluation. When actual prices were added to the evaluations, preferences for the well‐known brand were very robust to high prices, indicating the strength of the brand name. Using the least preferred option and the lowest price as an anchor, the consumers' price threshold to pay for the preferred design and the brand name was computed. Attempts to explain and predict individual differences of choices using measures of inherent design acumen, prior experience, and purchasing behavior were largely unsuccessful. Copyright © 2011 John Wiley & Sons, Ltd.     

A three city comparison of the public's knowledge and attitudes about AIDS

A survey of knowledge, beliefs and attitudes about AIDS was administered simultaneously in San Francisco, New York and London to a total of 399 persons. The aim was to investigate how such knowledge and attitudes may he influenced by social and cultural contexts, as well as by disease epidemiology. Across all samples of the general public (excluding risk group members) in the three cities, general fear of AIDS and anti-gay attitudes were significantly negatively correlated with knowledge about AIDS. In the London sample, general fear of AIDS and anti-gay attitudes were significantly and positively associated with both sexual and general health behavior change. Only sexual behavior change, however, was significantly correlated with general fear of AIDS and anti-gay variables for the New York sample. Neither of these variables was significantly associated with behavior change of any kind in the San Francisco sample. We accounted for these inter-city differences by proposing a four-stage model of public response to an epidemic over time. Our data support the need for specific programs aimed at the general public that take into account sociocultural and AIDS epidemiologic differences across different sociocultural contexts.     

Charting the Attributes of God: The Common Ground of Three Religions according to Ramon Llull (1232–1316)

The Open Letter written by 138 major representatives of Islam to the leaders of the Christian churches, on 13 October 2007, came as something of a surprise. Perhaps more surprisingly, in 1283, the Catalan theologian, Ramon Llull, wrote imaginatively of exactly such a letter in one of his novels, thus demonstrating that the interfaith question is not just a problem of our modern times, which became acute only on September 11. On the contrary, the churches have always been conscious of this interfaith context. Yet methods of tackling the problem have differed widely down the centuries and among Christian traditions. The solution proposed by Ramon Llull and analysed in this article starts from the common acceptance of the attributes of God in all three monotheistic religions. It deserves our attention not only as an interesting historical example but also as a way of avoiding some of our current problems and impasses.     

Direct evaluative conditioning in brand placement: The impact of scene valence and prominence on brand placement repetition effects

Whereas previous studies investigated the affect transfer from one specific affective stimulus of the brand placement context (such as an artist or the genre) to the brand, this research study investigates the effect of the valence of various scenes in which the brand is repeatedly placed on brand attitude. Direct evaluative conditioning theory suggests that pairing a brand repeatedly with various positive (negative) stimuli positively (negatively) affects brand attitude. The results of 2 experimental studies indicate that when a brand is repeatedly and prominently placed in different affective scenes of the same valence (a series of either positive or negative scenes), the affect aroused by those scenes influences explicit and implicit brand attitudes. In addition, whereas previous research found negative effects of brand prominence on brand evaluations, this study found that prominence positively moderates the affect transfer from the valence of various scenes on brand attitude. This implies that by placing the brand in various positive scenes, prominent brand placements can have a positive effect on recall and recognition and on brand attitude, which transcends the previously declared paradox of prominent placement.     

品牌负面事件的溢出效应及影响因素述评

文章通过对品牌负面事件溢出效应文献的系统梳理,提出了目前研究主要从品牌组合或品牌联盟内部、竞争品牌或品类、品牌原产国及该国其他品牌三个视角出发展开,并据此详细解读了基于这三种视角的溢出效应的影响因素。文章还进一步对溢出效应的产生机制以及应对策略相关文献加以述评,进而提出未来研究的发展方向。     

Impact of retailer image on private brand attitude: Halo effect and summary construct

The purpose of this article is to examine the influence of retailer image on consumers' attitude towards private brand. More specifically, we evaluate two alternative perspectives of retailer image—the halo effect and the summary construct—and include a moderator variable, consumer familiarity with a retailer's private label products, to discern which of the two models has better explanatory power. The findings indicate that there are moderating effects of consumer familiarity with a retailer's private brands and product categories in determining the efficacy of each model. In private brand foods, high familiarity is related to the summary construct model, and low familiarity is associated with the halo effect model. In private brand clothing, however, low familiarity is related to the halo effect model, but high familiarity is associated with both the halo effect and the summary construct model. Managerial and future research implications are also provided.