反应时技术在品牌联想测查中的应用

反应时技术在以往品牌研究中主要被用来测查品牌名称与产品类别的联系强度。基于品牌名称语义网络的构成,在已有研究的启发下,将反应时测量技术应用于品牌联想结构的测查之中。研究采用了反应时方法和传统的自由联想方法对三个产品种类五个品牌的品牌联想结构进行了探索。两种结果的对比分析验证了反应时方法的可行性,并且在测量的精确性与客观性上,反应时方法具有较大的优势。该测量技术提供的客观量化数据有助于揭示消费者内在的品牌联想结构,在市场研究中具有广泛的应用前景。     

雇主品牌结构与求职倾向关系

利用重新修订非特指行业的雇主品牌量表,以求职倾向为因变量,通过两个有递进关系的研究,证实不仅雇主品牌结构的功能特征正向影响求职倾向,雇主品牌结构的象征特征与求职者追求的理想自我形象一致性也正向影响求职倾向,表明人们求职时既注重满足个人物质利益的雇主品牌功能特征,也关注求职企业雇主的特征风格与自我理想形象的契合。     

2~3岁儿童在分配情境下的公平敏感性

公平敏感性是指个体对感知到的公平和不公平的稳定而个性化的反应, 其表现为个体对公平的不同偏好。本研究旨在考察2~3岁儿童公平敏感性发展特点, 并进一步探究分配情境、分配数量和分配结果等因素对儿童公平敏感性的影响。实验1采用VOE范式, 在第三方任务情境下, 考察130名2~3岁儿童公平敏感性的发展特点, 结果发现在VOE范式下, 2~3岁儿童公平敏感性随着年龄增长而上升, 3岁~3岁3个月儿童的公平敏感性发展最明显。实验2, 选取60名处于公平敏感性发展最明显的3岁~3岁3个月的儿童比较其在不同分配情境、分配数量以及分配结果下的注视时间差异。结果表明, 在有接受者情境下儿童公平敏感性显著高于无接受者情境下的公平敏感性, 并且公平敏感性受分配数量的影响。     

品牌印象形成与改变的双重加工模型检验

为了探讨品牌印象的双重结构及其形成与改变的心理机制, 在双重加工模型理论基础上, 采用2×2×3完全随机被试间实验设计, 先后进行两个实验研究。结果显示：外显品牌印象的形成与改变遵循规则加工, 内隐品牌印象的形成与改变遵循联想加工, 说明二者是相互独立的两个心理结构, 为双重加工的双重系统观点提供了新证据。Smith和DeCoster (2000)的双重加工模型未考虑被试对信息的卷入程度对联想加工和规则加工的影响, 使其理论解释力不够, 此研究结果正好在这方面取得了进展。     

论医学公正

通过对公正的理论考量,揭示公正作为卫生经济伦理学的核心理念,在医学实践中具有重要的价值评判作用.同时指出中国的卫生经济发展的指导性方针应该是:公平优先,兼顾效率.     

Effects of consumer perceptions of brand experience on the web: brand familiarity,satisfaction and brand trust

Creating a customer experience that is synonymous with a particular (website) brand is becoming increasingly recognised as a vital driver of e‐performance. E‐tailors are just as likely to try to influence consumers' shopping behaviour, through atmospherics and service, as brick‐and‐mortar stores. This study investigates several questions that have been left unanswered in recent studies of consumer behaviour in the context of internet‐based marketing. Its focus lies in addressing the issue of whether there is a direct relationship between brand experience and brand trust or whether there is an indirect relationship via satisfaction or brand familiarity. The results of an empirical study of e‐consumer behaviour show that brand trust is achieved through the following dimensions operating and interrelating as antecedent constructs: first, various brand experiences and the search for information, secondly, a high level of brand familiarity, and thirdly, customer satisfaction based on cognitive and emotional factors. These findings should assist marketers and academics in their understanding of the development of brand trust in an internet‐based environment. Copyright © 2005 John Wiley & Sons, Ltd.     

品牌依恋:理论、测量及与相关变量的关系

品牌依恋是消费心理学和营销领域的重要概念。在理论层面,它描述了品牌与消费者之间的关系,可以有效预测消费者的行为。在应用层面,品牌依恋可以反映营销方案对产品销售的促进作用,因此也受到营销管理者的密切关注。在广泛考察已有文献,特别是近10年国内外文献的基础上,本文对品牌依恋的概念、测量方法、理论模型、影响因素和结果变量、以及与相关变量的辨析等进行了梳理,也对国内品牌依恋的相关研究进行了介绍。最后,未来的品牌依恋的研究应从三个方面开展,包括整合理论观点、提高外部效度和考察文化差异。     

Effects of subcultural differences on country and product evaluations

Most cross‐cultural studies on country of origin or product‐country image (PCI) effects have implicitly assumed that national markets are composed of homogeneous consumers. Although many investigations in this field are described as cross‐cultural, most are in fact cross‐national. The overarching hypothesis of the present research is that PCI effects may vary across subcultures within a country. The results indicate that subcultural differences exist in the evaluation of culturally affiliated countries and their products. Cognitive responses converged to show that consumers' perceived linkages significantly influence the weight given to the country of origin in product evaluations. Several implications for managers and academic researchers are discussed. Copyright © 2003 Henry Stewart Publications.     

Employee Stock Options: Are They Indeed Superior to Other Incentive Compensation Schemes?

Although employee stock options are gaining in popularity as a compensation plan aimed at improving work performance, there is neither theoretical nor empirical evidence that they are indeed superior to other incentive schemes, such as profit sharing and gain sharing. This paper examines, from a theoretical perspective, the possible effects of four incentive plans on employee motivation and performance: merit pay, profit sharing, gain sharing, and employee stock options. The analysis relies on two behavioral theories, Expectancy and Equity, and a conceptual financial framework. The different approaches yield incongruent predictions as to which of the four schemes can be expected to most enhance employee motivation. While the managerial theories favor stock options over profit or gain sharing, financial theory makes the case that all plans are identical in a competitive labor market, whereas if stock options are restricted and the labor market exhibits some degree of imperfection, gain and profit sharing plans may prove superior.