Children's understanding of television advertising: a revisit in the Chinese context

The authors conducted a survey of 1,758 elementary school children (6-14 years old) from December 2001, to March 2002, in 3 Chinese cities with different levels of television advertising. The authors used D. R. John's (1999) model of consumer socialization as the theoretical framework for their study. More than half of the children whom the authors interviewed were able to understand that television stations broadcast commercials to earn money. Their understanding of the purposes of television commercials and the persuasive intention of television commercials developed with age. The authors examined the influence of gender, level of advertising, and level of television viewing on children's understanding of television advertising by using 3-way factorial models.     

Peripheral oxytocin administration buffers autonomic but not behavioral responses to environmental stressors in isolated prairie voles

Negative social experiences such as social stressors and isolation influence mental and physical illnesses, including affective disorders and heart disease. Studies focused on socially monogamous prairie voles can provide insight into neurobiological systems that underlie the consequences of negative social interactions. Female prairie voles were exposed to 28 days of social isolation or pairing with a female sibling (control). Voles were administered daily oxytocin [20 μg/50 μl, subcutaneous (sc)] or saline vehicle (50 μl, sc) for 14 days and exposed to two behavioral stressors [elevated plus maze (EPM) and resident-intruder test]. Brain tissue was collected for analysis of central peptide levels in the hypothalamic paraventricular nucleus (PVN). Isolation produced autonomic changes [increased heart rate (HR) and decreased HR variability) during both acute stressors and increased anxiety behaviors in the EPM. Oxytocin injection prevented the autonomic consequences of the acute stressors in isolated prairie voles, but did not affect the behaviors tested under the present conditions. Oxytocin had no effect on the behavioral or autonomic responsiveness in paired prairie voles. Oxytocin injection may exert a beneficial effect on autonomic responses to stressors in isolated animals through increasing the number of oxytocin-containing neurons and decreasing the number of corticotropin-releasing hormone-containing neurons in the PVN. Oxytocinergic mechanisms may serve to compensate for autonomic responses associated with chronic isolation and exposure to both social and non-social acute stressors.     

Searching for conscientiousness on the MMPI-2

It has been argued that the revised Minnesota Multiphasic Personality Inventory (MMPI-2) fails to measure the Big Five dimension of conscientiousness (C) an assertion supported by the research finding that none of the factors underlying the MMPI correlate substantially with the C factor of the NEO Personality Inventory (NEO-PI)-a popular operationalization of the Big Five model. In this study we reconsidered the relationship between the MMPI-2 item pool and the C factor of the NEO-PI-R (Form S). Collections of MMPI-2 C markers did not correlate much higher than .5 with the NEO-PI-R factor scale in cross-validation hold-out samples. Most pervasive, however, was the finding that MMPI-2 item markers of C were also strongly (in many cases, more highly) related to the NEO-PI-R factor of neuroticism (N). Efforts to purify collections of MMPI-2 C markers, first by careful item selection and then by suppression of N variance, were met with limited success. Intercorrelations among NEO-PI-R scales suggest that the difficulty in finding markers that discriminate between N and C extends beyond any shortcomings of the MMPI-2 item pool.     

Rural Chinese children as consumers: consumption experience and information sourcing

• This study examines how often rural children in Mainland China interact with different types of retail shops, how they learn about new products and services, and their attitudes toward different sources of product information. A survey of 1008 rural children aged from 5 to 13 years, in four Chinese provinces, was conducted in March 2003. Results indicated that rural Chinese children have limited access to various types of retail shops. Rural children perceived personal sources more useful as well as more credible than commercial sources in obtaining information about new products and services. Older children found parents and grandparents less useful and less credible than younger children for new production information. However, older children did not find peers more useful and credible than younger children.

Copyright © 2006 John Wiley & Sons, Ltd.     

Plaudits and pitfalls in studying elite athletes

The study of elite athletes, because of their rarity, renders statistical power difficult to achieve, control groups difficult or impossible to find, and generalizability difficult to demonstrate. Alternative methods of analysis may be better suited to such study.