The Creative Product and Process in Computer‐Mediated Groups

The effects of information technology on the creative performance in small groups were examined. An experimental 3 × 2 design was used in order to assess the effects of Group Communication Support System (GCSS) and perceived usefulness on the creative product and the creative process. A chat, a video conference and a face‐to‐face group were compared. The consensual technique was used to obtain measurements of creativity. The results of the analysis of variance indicated that the face‐to‐face group evoked more creative results than the other two. The more real life‐like the conditions were the better fluency of ideas. The video conference group scored significantly lower on incubation in the creative process. No effects were found concerning the participants' perceived usefulness. Participants in the face‐to‐face group reported themselves to be more satisfied with both their product and process than the participants in the computer‐mediated groups. The study suggests that the measurement of both the creative product and the creative process can contribute to the research on how GCSS affects creative performance.     

Is it advisable to include negative attributes to assess the stereotype content? Yes,but only in the morality dimension

Competence, morality and sociability dimensions have shown to be essential to measure stereotypes. Theoretically, the attributes associated with the negative pole of morality are more reliable and have shown to have higher evaluative weight. However, the current research usually employs only positive attributes to measure each dimension. Since the advantages of the inclusion of negative morality are clear it would be interesting to know about the effects of the inclusion of such type of attributes (i.e., it is good or bad for the measurement). The purpose of this study is to examine if the addition of negative items makes possible to improve the stereotype content measures. This study compares the differences between scales with various compositions of positive and negative items of stereotypes to predict three related variables: anger, fear and a semantic differential of evaluation. The study was carried out with a sample of 550 Spaniards. The data found highlights the importance of using attributes of the negative pole of morality in studying stereotypes. Their use was able to explain the intergroup emotional responses and the semantic differential more efficiently.     

Does variety seeking vary between hedonic and utilitarian products? The role of attribute type

The purpose of this paper is to consider attributes that stimulate variety seeking in hedonic and utilitarian product categories and examine the interaction of product category and attribute type on variety‐seeking behaviour. The results of 3 studies indicate that in hedonic product categories, consumers seek more variety in sensory attributes, whereas in utilitarian product categories, they seek more variety in functional attributes. This interaction effect is explained by the fact that the satiation rates of sensory and functional attributes depend on the nature of the product category. In product categories, which are not clearly hedonic or utilitarian, this interaction effect is not evident. The theoretical and practical implications of the findings are discussed.     

公司形象和产品属性超越的协同效应：基于刻板印象内容模型

由于消费者和品牌之间的关系与人际关系存在许多相似之处, 反映人际感知的刻板印象内容模型为品牌感知研究提供了全新的视角。然而, 以往研究多关注品牌感知两大维度--“感知能力”和“感知温情”二者之间的作用关系, 鲜有研究同时基于公司层面和产品层面考察品牌感知不同维度的前因变量及其交互作用机理。鉴于此, 本文实验1考察了公司形象/产品属性超越的不同维度与“感知能力”和“感知温情”的对应关系, 在此基础上进一步发现公司形象和产品属性超越对购买意愿的协同效应。具体而言, 当公司形象为能力型时, 产品享乐性(相对于功能性)属性超越下消费者的购买意愿更高; 当公司形象为诚信型时, 产品功能性(相对于享乐性)属性超越下消费者的购买意愿更高。而且, 品牌赞赏感在上述协同效应中发挥中介作用。实验2探究感知风险调节公司形象和产品属性超越对购买意愿的协同影响。文章最后讨论了本文的理论贡献, 对企业如何实现公司形象策略和产品属性策略的协同促进等方面的营销启示, 以及未来研究方向。     

试论以人为本的道德价值观

以人为本的道德价值观,也就是以人的属性、人的思维和人的境界为理论出发点的道德价值观。人的属性有主体性、社会性、自然性、精神性之分。人的思维具有个体本位、社群本位、自然本位、信仰本位四个维层。人的境界有伟人、英雄、模范、先进、普通之区别。     

产品卷入度与网络语言态度对网络语言广告说服效果的影响

以在校大学生为被试,探讨网络语言嵌入对广告效果的影响,分别测量产品卷入度和语言态度的调节作用。结果表明：(1)对于高卷入度产品,广告中嵌入网络语言与否对广告的说服效果并无显著影响;对于低卷入度产品,广告中嵌入网络语言的广告态度和产品态度均值均高于标准汉语广告,但对购买意愿无显著影响;(2)对于低卷入度产品,在积极的网络语言态度下,嵌入网络语言组被试的广告态度、产品态度和购买意愿的均值均高于标准汉语广告;而在消极的网络语言态度下,广告中嵌入网络语言的广告态度和产品态度均值均低于标准汉语广告,但对购买意愿无显著影响。     

强势品牌广告竞争的溢出效应

本研究探讨同一品类两个强势品牌广告竞争对弱势品牌产生的影响, 研究尝试将广告重复、广告长度作为操控广告竞争强度的具体手段, 运用感知到的广告竞争水平来表示广告竞争强度。研究结果表明, 同一品类两个品牌同时进行广告重复的水平不同, 可以导致被试感知到的广告竞争水平有显著差异, 广告重复次数越多, 被试感知到的广告竞争强度越高, 广告长度对感知到的广告竞争作用不显著。研究同时发现：随着两个强势品牌广告竞争强度的提高, 消费者对弱势品牌的品牌态度降低, 这表明强势品牌广告竞争对弱势品牌具有溢出效应。另外, 研究还发现产品涉入度和产品属性相似性对强势品牌广告竞争的溢出效应具有调节作用, 涉入度低的产品和属性相似性高的产品溢出效应更大。本研究丰富了溢出效应理论, 增加了溢出效应类别, 同时对同一品类内部的广告实践具有重要的指导意义。     

Does Conventional Implicit Association Test of Shyness Measure “Self‐Shyness” or “Others‐Shyness”?

The Implicit Association Test (IAT) measures implicit associations between attitude targets and attributes. Its structure and procedure facilitate investigation of the strength of associations between one target and attributes relative to that between the other target and the same attributes when two targets are contradictory (e.g., black/white and comfortable/uncomfortable). This structure can cause conceptual complexity about what the IAT measures, particularly when a counter category is not needed. Thus, using the Single‐Target Implicit Association Test (ST‐IAT), which allowed only one target category for pairing with attributes, this paper delineated the association measured in the conventional IAT for shyness: “self‐shy” or “others‐shy.” Seventy‐seven Japanese university students completed the self‐report shyness scale, the conventional IAT, and two ST‐IATs (i.e., self/others as target). Results showed that implicit shyness produced in the conventional IAT significantly and positively correlated with that in the self‐targeted ST‐IAT. Moreover, implicit shyness in the conventional IAT was significantly accounted for by those produced by the ST‐IAT with self as target and those calculated in the ST‐IAT with others as target in opposite directions.     

The Effects of Visual Arts Pedagogies on Children's Intrinsic Motivation,Creativity, Artistic Skill,and Realistic Drawing Ability

This exploratory study compared the effects of two different teaching methods (teacher‐directed vs. choice‐based) on the overall art skills, realistic drawing ability, intrinsic motivation to pursue art, and creativity in art productions in children attending the two art programs. The sample consisted of 83 third graders who completed two art exercises and an intrinsic motivation questionnaire. Using the Consensual Assessment Technique, 20 undergraduate art majors rated each drawing on creativity, overall artistic skill, and realistic drawing ability; these scores showed high‐internal consistency and served as measures for art skills and creativity. Children from the teacher‐directed program scored significantly higher on art skill (M = 3.09) than the children from the choice‐based program (M = 2.53, p = .025). Children from the teacher‐directed program also performed better on realistic drawing (M = 3.7, p = .038) than the children from the choice‐based program (M = 2.99). Art teaching method did not predict intrinsic motivation or creativity. Further analyses showed significant correlations between intrinsic motivation scores and overall art skill (r = .376, p = .002) and realistic drawing skill (r = .335, p = .007). Participating in the teacher‐directed program is associated with higher levels of artistic skill and realistic drawing ability, which are correlated with increased intrinsic motivation.     

Selling Yourself: Titmuss's Argument Against a Market in Blood

This article defends Richard Titmuss's argument, and PeterSinger's sympathetic support for it, against orthodoxphilosophical criticism. The article specifies thesense in which a market in blood is ``dehumanising' ashaving to do with a loss of ``imagined community' orsocial ``integration', and not with a loss of valued or``deeper' liberty. It separates two ``domino arguments'– the ``contamination of meaning' argument and the``erosion of motivation' argument which support, indifferent but interrelated ways, the claim that amarket in blood is ``imperialistic.' Concentrating onthe first domino argument the article considers theview that monetary and non-monetary meanings of thesame good can co-exist given the robustness of certainkinds of relationship and joint undertakings withinwhich gifts can figure. It argues that societalrelationships are vulnerable or permeable to theeffects of the market in a way that those constitutiveof the personal sphere are not.General, more broadly political questions remainunanswered but the core of Titmuss's original andchallenging argument remains and can be presented ina defensible form.