广告设计的思维过程及其影响因素

让１０个具有不同知识背景和工作经验的被试独立完成一个假设的广告设计任务,要求在设计过程中大声报告他们所想到的内容。根据被试的口语报告,分析广告设计思维的基本过程,并探讨设计者的工作经验和知识背景对设计思维过程的影响。实验结果表明：（１）广告设计活动可以看成是一种问题解决行为,设计要求规定了问题的初始状态和目标状态,设计就是经过一系列认知操作产生出符合设计要求的设计结果;（２）实际工作中的广告设计过程包括问题理解、整体策划以及方案构思等阶段,这种阶段性同样存在于个体的设计思维过程中;（３）由于工作经验和知识背景不同,不同被试的广告设计思维过程具有明显的差异,这些差异体现在使用规则、理解问题以及整体策划等方面。     

AN EXPERIMENTAL COMPARISON OF A CONTINGENCY MANAGED COURSE WITH LARGE LECTURE METHOD1

Contingency management procedures resembling the Personalized System of Instruction (PSI) were compared with a conventional lecture method in teaching an introductory psychology course. The use of a within-subjects design in which half of the students experienced both teaching conditions made it possible to examine the reliability of test-score differences over time when subjects were balanced over conditions. In the contingency management course, material was broken down into 14 small units, each unit covering about 30 pages of text. Students were assigned to an undergraduate teaching assistant who was encouraged to develop a close working relationship with each of his/her 13 assigned students. Specifically, this meant that the assistant was to call each student by his/her first name, show an interest in the student's quiz performance, help the student understand difficult concepts, and discuss various topics of interest to the student. Each week, the teaching assistant administered up to four different 10-item multiple-choice quizzes over the week's chapter. A modified “Doomsday Contingency” required each student either to achieve a score of 80% on one of the four quizzes or drop the course. Most students passed the quiz during the first session of the week; those not passing were tutored on special areas of weakness. No student was actually forced to leave the course under the Doomsday Contingency. Although quizzes were administered on a group basis, they were scored individually while the student stood near by. In addition to the weekly quiz assignment, students under the contingency management procedures were asked to attend one lecture per week. The contingency management method departed from traditional PSI in that (1) self pacing was minimal, such that students were required to master one unit per week or drop the course, (2) teaching assistants met with students in small groups, and usually gave individual tutoring only to those students who did not pass the quiz on the first attempt, and (3) students were asked to attend one lecture per week. However, it was similar to PSI in that small units of subject matter were assigned and unit mastery was assessed through use of undergraduate assistants who delivered immediate feedback. Students in the conventional lecture group attended three 50-min lectures each week; two of these lectures followed textbook material closely, while the third, which was attended by all students, concerned material only indirectly related to the text. As a result, students in both conditions were exposed to essentially identical material. Students in the lecture condition could also obtain copies of the unit quizzes, although few did so. Course grades were determined by scores on two 45-item multiple-choice hourly exams, each covering half of the semester material (each worth 25%), and by a 90-item final exam over the entire course (worth 50%). These measures also served as the dependent variables. The experimental design employed a crossover technique in which one fourth of the students began with the contingency management method and then switched to lecture method at midsemester, while another fourth began with the lecture method and switched to contingency management. The other students stayed in the same condition throughout the semester, half under contingency management and half under the lecture method. On the last day of class, all students filled out an extensive questionnaire that assessed their opinions and attitudes about the teaching techniques. In addition to allowing for assessment of any progressive effects that the contingency management procedures might have had over time, the crossover design also permitted students to make meaningful comparisons of the two teaching methods, since half of the students experienced both methods in the same course. Although average test performance was only slightly higher under the contingency management condition, this difference occurred on each exam and was statistically reliable in each case. Further, the method did not interact with time, as it produced about a three-item advantage per half semester. On each of the three exams, teaching method accounted for between 5 and 8% of the total variance in test scores. Finally, attitude measures indicated that students experiencing half a semester of the contingency management procedures preferred them to the lecture technique, but that only those students with a full semester of contingency management rated the course significantly better than students in the full semester lecture course.     

AN EVALUATION OF GENTLE TEACHING AND VISUAL SCREENING IN THE REDUCTION OF STEREOTYPY

Gentle teaching and visual screening techniques have been used to control severe behavior problems in persons with mental retardation. An alternating treatments design was used to compare gentle teaching, visual screening, and a task-training condition in the reduction of the high-level stereotypy of 3 persons with mental retardation. Following a baseline phase, a task-training condition using standard behavioral techniques was implemented to establish the effects of training the subjects on the tasks. Results showed a modest decrease in stereotypy. This phase was followed by an alternating treatments phase in which visual screening, gentle teaching, and baseline conditions were compared. Both procedures were superior to the control condition in reducing stereotypic behavior, with visual screening being more effective than gentle teaching. When compared with data from the prior phase, gentle teaching was found to be more effective than task training for 2 subjects but less effective for the 3rd, whose stereotypy increased during gentle teaching. Two succeeding phases in which visual screening was implemented across two and then all three daily conditions reduced stereotypy further to near-zero levels. An additional phase with 1 subject demonstrated that the treatment effects of visual screening were easily replicated across therapists. Mixed and idiosyncratic changes in collateral behaviors occurred. For example, “bonding,” the goal of gentle teaching, occurred at the same low levels under both treatments, contrary to the predictions of gentle teaching's proponents. The results indicate that gentle teaching may not be the universal treatment of choice for stereotypy its proponents suggest, and that it requires further empirical evaluation.     

MULTIPLE TREATMENT INTERFERENCE IN THE ALTERNATING TREATMENTS DESIGN AS A FUNCTION OF THE INTERCOMPONENT INTERVAL LENGTH

In experimental designs requiring the administration of more than one treatment to the same subject(s), the effect of one treatment may be influenced by the effect of another treatment (Campbell & Stanley, 1963), a phenomenon known as multiple treatment interference. We conducted two studies in which multiple treatment interference in an alternating treatments design was shown to be a function of the length of the intercomponent interval (ICI) separating treatment conditions. In the first study, we evaluated the effects of four different treatments on the mouthing of a severely retarded boy. Under a 1-min ICI no consistent differential responding to treatment was obtained. Differential responding emerged when the ICI was increased from 1 min to 120 min, thus suggesting multiple treatment interference in the lack of differential responding under a 1-min changeover interval. Functional control of the nondifferential and differential responding as a function of the ICI length was replicated in a reversal phase. In the second study, we compared two treatment procedures for the disruptive noncompliant behavior of a moderately retarded boy. Multiple treatment interference (i.e., the lack of differential responding) occurred with the 1-min intercomponent interval. An increase to a 120-min ICI again resulted in differential responding. A replication of multiple treatment interference by a reversal to a short interval phase was not achieved in the second subject. Results of this study support much of the basic literature on discrimination and multiple treatment interference. Major findings of this study are twofold: Multiple treatment interference can depend on the length of the changeover interval between treatments and multiple treatment interference can take the form of a lack of differential responding to various treatments. Implications for future research are discussed.     

Amount consumed varies as a function of feeder design.

Studies of pigeon behavior in which magazine-cycle duration is varied suggest that many researchers assume that feeders of different designs dispense food at roughly the same rate. However, Epstein (1981) showed that, with a commonly used feeder, the amount of grain a pigeon consumes is a negatively accelerated function of magazine-cycle duration. The present experiment shows that, with a different commonly used feeder, amount consumed is roughly a linear function of magazine-cycle duration. At a duration of 60 seconds, the second feeder dispenses roughly 10 times as much food as the first. Thus, reports of studies in which magazine-cycle duration is varied should identify the design of the feeder employed, and in some cases, authors should consider determining the feeding functions for those feeders.     

On more powerful tests of judge agreement with a known standard

To establish the existence of his abilities, a judge is given the task of classifying each ofN=rs subjects into one ofr known categories, each containings of the subjects. An incomplete design is proposed whereby the judge is presented withb groups, each one containingn=rs/b<r subjects. Then different categories corresponding to members of the group are known. Using the total number of correct classifications, this method of grouping is compared to that in which the group size is equal to the number of categories. The incomplete grouping is shown to yield a more powerful test for discriminating between the null hypothesis that the judge is guessing the classifications and the alternative hypothesis that he has some definite abilities. The incomplete design is found to be most effective (powerful) when the number of subjects in a group is limited to two or three.The author is grateful for the suggestions of the referees and the editor, which greatly improved the paper.     

A Mixed-Methodological Evaluation of a Subjective Well-Being Intervention Program With Elementary-Age Students

An embedded mixed-methods design was implemented with 34 elementary-age students (mean age = 10.15 years, SD = 0.65) to evaluate salient experiences and improvements in protective factors and life satisfaction associated with a subjective well-being intervention program (SWIP). Analyses resulted in a model of participant experiences in which thematic experiences with SWIP participation (improved emotional expression, enhanced self-discovery, and increased empathy) promoted the emergence of protective factors (self-concept and self-confidence) that contributed to life satisfaction.     

How Artists Create: An Empirical Study of MFA Painting Students

This paper reports on an interview study with MFA students in two different full‐time MFA degree programs in painting. The interviews were conducted as part of two ethnographic studies, each one academic year in length, of art and design schools at two U.S. universities. The goal was to explore the extended process whereby MFA student artists, in the second and final year of their degree program, create the works to be displayed in their public graduation exhibition. Using a grounded theory approach, an emergent theory was developed from the interviews, with additional information provided by studio observations and analyses of the graduation exhibitions and the accompanying written theses. This emergent theory describes the artistic creative process to be wandering, unpredictable, non‐linear, and embedded in the physical act of generating work. There is no evidence that either moments of insight, or the attempt to be original, play a role in their creative process. This emergent theory is compared with theories of the creative process by creativity researchers, and with theories of the design process proposed by design studies researchers.     

Introducing dental students to reflective practice: a dental educator’s reflections

There is growing consensus that being reflective and developing reflective practice is an important part of becoming a healthcare professional, adding to and enhancing our everyday professional values, knowledge and skills. For dentists, reflective practice is an essential part of dental training and professional development with dental undergraduate curricula creating and scaffolding opportunities for students to be reflective and develop reflective writing skills. This article describes the introduction of a reflective portfolio to the undergraduate Bachelor of Dental Science (BDS) programme at the University of Bristol. This will be followed by the author sharing some personal reflections, as the faculty member overseeing the assessment of these reflective portfolios, on the first year of this initiative. Lessons learned from the exercise as well as areas for future work and improvement will also be mentioned.     

Effects of viewing time,fixations, and viewing strategies on visual memory for briefly presented natural objects

We investigated the impact of viewing time and fixations on visual memory for briefly presented natural objects. Participants saw a display of eight natural objects arranged in a circle and used a partial report procedure to assign one object to the position it previously occupied during stimulus presentation. At the longest viewing time of 7,000 ms or 10 fixations, memory performance was significantly higher than at the shorter times. This increase was accompanied by a primacy effect, suggesting a contribution of another memory component—for example, visual long-term memory (VLTM). We found a very limited beneficial effect of fixations on objects; fixated objects were only remembered better at the shortest viewing times. Our results revealed an intriguing difference between the use of a blocked versus an interleaved experimental design. When trial length was predictable, in the blocked design, target fixation durations increased with longer viewing times. When trial length was unpredictable, fixation durations stayed the same for all viewing lengths. Memory performance was not affected by this design manipulation, thus also supporting the idea that the number and duration of fixations are not closely coupled to memory performance.