The Name-Pronunciation Effect: Further Evidence from Chinese

This study examined the Chinese name-pronunciation effect. The easy-to-pronounce and difficult-to-pronounce Chinese names were created using the same characters in order to control for visual perceptual and conceptual fluency. In Experiment 1, participants rated each name in terms of liking, electability as a state leader, income level, and baby name preference. An additional rating of prevalence was used to estimate familiarity. In Experiment 2, participants did not read the name aloud before rating and performed intentional recall and recognition tests. In both experiments, the easy-to-pronounce names were rated higher than difficult-to-pronounce names on liking. This effect generalized to judgments of electability and baby name preference but not to prevalence and income level. There were no differences in memory performances between the two types of names. Results are discussed in terms of the boundary condition of the name-pronunciation effect and the advantage of using Chinese names to study this effect.     

The importance of social and ideal social dimensions in self‐congruity research

Chronic or situational self‐construal moderates the effects of four self‐congruity (SC) dimensions (i.e., actual, ideal, social, and ideal social) on brand evaluations. Past research has mainly focused on the actual and ideal SC effects; these effects have been found to be stronger than the social and ideal social SC effects. However, the findings of past research are based on samples from individualistic cultures. Individualists have a dominant independent self‐construal. We conduct two experiments to show that the social and ideal social SC effects are stronger than the actual and ideal SC effects for individuals with a dominant interdependent self‐construal. In Study 1, using samples from collectivistic cultures, four SC effects are compared. In Study 2, we examine how primed self‐construal, whether independent or interdependent, impacts the four SC effects. This research documents the importance of the social and ideal social dimensions in SC research.     

社区卫生服务机构实施品牌战略的构想

"看病难"、"看病贵"两大问题,阻碍和谐社会建设、影响人民群众生命健康。大力发展社区卫生服务,将成为在城市缓解老百姓"看病难"、"看病贵"问题的重要举措,但由于种种问题与困难,降低了老百姓对它的信任度。在社区卫生服务机构实施品牌战略,塑造品牌形象,无疑是提升老百姓信任度的一剂良方,社区卫生服务必将迎来飞速发展。     

品牌形象的消费行为学研究

品牌形象是消费者头脑中与某一品牌相关联的属性集合和相关联想,是消费者对品牌的主观反映。作者在介绍有关国内外从消费行为学的角度进行品牌形象研究的基础上,就品牌形象的消费行为学研究提出了一些新的思路。     

Aggression, conflict resolution, popularity, and attitude to school in Russian adolescents

The objective of the present study was to examine the effects of aggression and conflict-managing skills on popularity and attitude to school in Russian adolescents. Three types of aggression (physical, verbal, and indirect), constructive conflict resolution, third-party intervention, withdrawal, and victimization were examined using the Peer-Estimated Conflict Behavior (PECOBE) inventory [Bjorkquist and Osterman, 1998]. Also, all respondents rated peer and self-popularity with same-sex classmates and personal attitude to school. The sample consisted of 212 Russian adolescents (101 boys, 111 girls) aged between 11 and 15 years. The findings attest to significant sex differences in aggression and conflict resolution patterns. Boys scored higher on physical and verbal aggression, and girls on indirect aggression. Girls were socially more skillful than boys in the use of peaceful means of conflict resolution (they scored higher on constructive conflict resolution and third-party intervention). The attributional discrepancy index (ADI) scores were negative for all three types of aggression in both sexes. Verbal aggression is apparently more condemned in boys than in girls. ADI scores were positive for constructive conflict resolution and third-party intervention in both genders, being higher in boys. In girls, verbal aggression was positively correlated with popularity. In both sexes, popularity showed a positive correlation with constructive conflict resolution and third-party intervention, and a negative correlation with withdrawal and victimization. Boys who liked school were popular with same-sex peers and scored higher on constructive conflict resolution. Girls who liked school were less aggressive according to peer rating. They also rated higher on conflict resolution and third-party intervention. Physical aggression was related to age. The results are discussed in a cross-cultural perspective.     

能力还是热情?广告诉求对消费者品牌认同和购买意向的影响

基于自我建构理论和情绪理论, 本文探讨了自我建构与广告诉求对品牌认同的交互作用、影响机制及边界条件。通过3个实验, 我们发现对于独立自我建构的消费者来说, 能力广告诉求更能提高品牌认同感, 而对于相依自我建构的消费者来说, 热情广告诉求则更有效; 同时我们也验证了广告诉求到愉悦感到品牌认同最终到购买意向的因果链模型, 并确定了企业类型对该机制的调节作用。     

认知与动机因素对品牌信息处理的影响

品牌,是一个名称、术语、标志、符号或图形,或这些元素的组合,被用来象征一个或一组销售者提供的产品及服务,以区别于竞争者的产品及服务。它通过消费者的相关信息处理的过程影响消费行为。认知因素对与品牌相关信息处理的影响,一直以来是相关研究的主流。近年,动机因素,由于它对信息处理的控制与引导作用,开始受到越来越多研究者的重视。为此,作者从社会认知的角度,分别以认知、动机因素的影响为着眼点,介绍品牌相关研究十年来的进展与成果,并在此基础上对未来研究的方向进行了探讨     

消费者对犯错品牌评价的时间打折效应及其影响因素

通过研究品牌犯错的时间打折效应,本文试图探讨潜在消费者（未购买者）对犯错品牌评价的心理倾向。实验1研究发现,随着品牌犯错事件时间距离的延伸,消费者对身体性危害-品牌犯错的评价不会改善,即没有出现时间打折效应,而对功能性危害-品牌犯错的评价则逐渐提高,从而表现出时间打折效应。但实验2研究进一步发现,随着品牌犯错事件相关性的增强,功能性危害-品牌犯错的时间打折效应也消失。结论：潜在消费者对犯错品牌评价的心理倾向表现为“消费者防御”,并且身体性危害-品牌犯错启动的消费者防御要强于功能性危害。     

形状-性别内隐联结及其对消费者形状偏好的影响

本文探讨了形状与性别之间的内隐联结及其对消费者形状偏好的影响。通过4个实验, 作者发现形状与性别之间存在内隐联结, 即圆润的形状与女性更相关, 而有棱角的形状与男性更相关。这一内隐联结被拓展到品牌感知上, 导致品牌的性别形象影响消费者对圆形或棱角形产品的偏好, 而感知匹配度在其中起中介作用。这些研究发现进一步丰富了现有关于形状偏好以及形状象征意义的文献, 并对视觉营销中的形状设计提供了重要的实践指导。