广告语言与产品卷入度对广告卷入度的影响研究

从产品角度对地方语广告进行研究。本研究将语言熟练度和地域文化认同这两个因素作为控制变量,选取产品卷入度作为调节变量,分别在语音和文本广告两种不同的广告媒介中,研究广告语言（普通话VS粤语）对广告卷入度（认知卷入度VS情感卷入度）的影响机制。结果表明：对于高卷入度产品广告,普通话比粤语产生的广告认知卷入度和情感卷入度都更高;对于低卷入度产品广告,无论广告使用普通话抑或粤语,消费者对广告的认知卷入度都没有显著差异,但粤语比普通话能带来更高的广告情感卷入度。     

Eyewitness Memory and Metamemory in Product Identification: Evidence for Familiarity Biases

Research on the reliability of eyewitness memory for criminal events has been extensively studied, but eyewitness memory in civil cases has not. However, many of these civil cases revolve around eyewitness memory for events that transpired decades ago. We have developed a paradigm with which to study memory for specific product brand identification, a common question in civil cases involving product liability. Participants were asked to follow recipes and were then given surprise memory tests on the specific brands of products used. In addition, they were asked to report their subjective confidence for each response. Memory and performance was poor after even a brief delay, as was metamemory accuracy: Confidence regarding brand name recall was a poor indicator of accuracy. Participants also displayed a strong familiarity bias. They frequently reported using familiar, common brands, when no such products were actually used. This was especially true at longer delays, after which false identification of familiar products was twice as common as correct responses.     

Preservation of Craig interpolation by the product of matrix logics

The product of matrix logics, possibly with additional interaction axioms, is shown to preserve a slightly relaxed notion of Craig interpolation. The result is established symbolically, capitalizing on the complete axiomatization of the product of matrix logics provided by their meet-combination. Along the way preservation of the metatheorem of deduction is also proved. The computation of the interpolant in the resulting logic is proved to be polynomially reducible to the computation of the interpolants in the two given logics. Illustrations are provided for classical, intuitionistic and modal propositional logics.     

产品设计领域的消费者审美体验

消费者从产品设计上获得的审美体验会影响他们对产品的感知和购买.审美体验的作用机制涉及神经科学研究、信息处理模型和情感反应过程三部分.具体图形与结构元素、一般化的设计要素、个体因素都会影响消费者对设计的审美体验,而审美体验会进一步通过溢出效应、感染效应和对比效应等方式影响产品性能感知、产品评价和购买意向.未来研究应解决已有研究结果间的矛盾并继续探索美学在消费者行为领域的理论和实践价值.     

Gender and contextual differences in social responsibility in Thai schools: a multi-study person versus situation analysis

Social responsibility has been linked to the moral development of students, but little prior research has examined how personal and situational variables influence students’ willingness to show care and concern for social issues that reflect higher levels of moral development. We theorised and tested the hypotheses that females would endorse social responsibility to a greater extent than males, and that school/programme context would moderate this relationship. In Study 1, levels of social responsibility were greater for girls than boys and in academic versus vocational high schools, and school type moderated levels of social responsibility for boys. Study 2 replicated the male–female difference in social responsibility, and demonstrated greater differences in social responsibility across university academic programmes for female than male students. These studies expand the understanding of personal versus situational influences on social responsibility and their implications for moral education in schools.     

澳门人少涉赌是规避风险还是规避后悔？

是风险规避还是后悔规避左右人们的冒险行为？基于风险行为跨领域特殊性,本研究假设：决策者是规避风险还是规避后悔具有领域特异性。本研究选取有涉赌经验的澳门居民为样本,以其参与13种博彩的次数为指标考察其真实风险行为。结果验证了上述假设,风险规避说或后悔规避说都不能单独解释个体的风险倾向,个体是风险规避、后悔规避,或二者皆有,取决于其所处的具体风险情境类别。该发现有助于加深对风险行为特征的认识,亦可为预防及应对问题赌博提供启发和指导。     

合作还是冲突?组合代言中代言人关系类型对广告效果的影响

在营销实践中,多位代言人同时出现在一则广告中的组合代言广告日益增多,却很少有研究关注。本文探究了组合代言中代言人关系类型(合作型组合代言vs.冲突型组合代言)对广告效果的影响。研究发现,相对于合作型组合代言,冲突型组合代言会产生更好的广告效果;这种作用是通过消费者感知到的广告生动性所中介的;消费者的情感强度可以调节这种作用,对于情感强度较高的消费者,冲突型组合代言能产生更好的广告效果,而对于情感强度较低的消费者没有显著影响;此外,代言人之间的差异程度也可以起到调节作用,即当消费者对组合代言中代言人们的评价相差较小时,冲突型组合代言能提升广告效果,当对代言人们的评价相差较大时,则没有显著的促进作用。文章还对这些发现的理论贡献、营销启示和未来研究方向进行了讨论。