Facets of country image and brand equity: Revisiting the role of product categories in country‐of‐origin effect research

The country‐of‐origin effect is a topic central to the field of international marketing. Country of origin has been found to exert a particularly potent effect on consumer evaluation in situations where there is a strong link between a country and a particular product category. The present study provides further insight into how this particular effect can be understood. Drawing on a novel conceptualization of how country image and product categories interact, this study tested the relative evaluative relevance of product category with respect to estimates of brand equity across a variety of product categories. The findings suggest that facets of a country's image that are more closely related to the evaluation situation exert a greater influence on the evaluation of brands. This result encourages scholars as well as practitioners to re‐evaluate which situations might cause the country of origin effect to hold managerial relevance and paves the way for new paths toward a more comprehensive understanding of the effect. Copyright © 2015 John Wiley & Sons, Ltd.     

The choice of constraints in correspondence analysis

A discussion of alternative constraint systems has been lacking in the literature on correspondence analysis and related techniques. This paper reiterates earlier results that an explicit choice of constraints has to be made which can have important effects on the resulting scores. The paper also presents new results on dealing with missing data and probabilistic category assignment.I am most grateful to the following for their helpful comments. Arto Demirjian, Michael Greenacre, Michael Healy, Shizuhiko Nishisato, Roderick Mcdonald, and several anonymous referees.     

Relative sensitivity of the mutual exclusivity and novel-name-nameless category assumptions

The mutual exclusivity (ME) assumption states that children affix a novel label to only one unfamiliar object, while the novel-name-nameless category (N3C) assumption states that children affix a novel label to multiple unfamiliar objects. To compare the relative sensitivity of the two assumptions, two types of tasks, with two trials in each, were given to 5-year-olds. In the first trial of each task, all children selected only the unfamiliar object for a novel label, which was consistent with the ME assumption. For the task which did not have the same unfamiliar object in the two trials, 94% of the children selected the object with the same shape but black-white reversed image in the second trial, which was consistent with the N3C assumption. For the task which had the same unfamiliar object in the two trials, 43% of the children selected the same object in the second trial, which was consistent with the ME assumption, and 48% of them selected the object with the same shape but reversed image, which was consistent with the N3C assumption. The findings suggest that the ME and N3C assumptions can be flexibly applied to children's word learning.     

Dimensionality and validity of two scales measuring different aspects of self-esteem

Two self-esteem (SE) scales aimed to measure self-esteem–conceptualized primarily (a) as the individual's ego-integrated libidinous and aggressive drives and their derivatives (Basic SE), and (b) as the need to earn self-esteem by competence and others' appraisal (Earning SE)–were developed and factor analysed. In order to construct- and cross-validate the scales, they were related to other well-known personality scales as well as to a projective technique (TAT) in two independent samples of first semester psychology students ( n = 153, n = 82). The empirical factor structure coincided well with the theoretical formulations. Basic SE showed concurrent validity being highly correlated ( p < 0.001) with both Rosenberg's and Coopersmith's self-esteem scales and highly or moderately with Neuroticism, Extraversion (EPQ) and Test-Anxicty (TAS) in both samples. Earning SE gained some construct validation by its relation to Type-A scores (JAS) as well as to verbal fantasy stories on TAT-pictures measuring Need of Achievement.     

语言范畴可否引起偏侧化颜色范畴知觉？

本研究考查了语言范畴是否会引起偏侧化颜色范畴知觉,并探讨了偏侧化颜色范畴知觉是语言范畴即时分类颜色还是长期与颜色联结的结果。实验中,以测量差别阈限的方法选定的渐变、相邻颜色知觉距离相当的A、B、C、D四种颜色（A、B为绿色,C、D为蓝色）为材料,以色词与颜色重组模式训练被试用4个人造词汇分别命名4种颜色,并让被试在训练前、第一次训练和第八次训练后均完成视觉搜索任务测试。经训练,原范畴内颜色（AB,CD）变成了范畴间颜色,原范畴间颜色（BC）仍为范畴间颜色。结果显示：被试在一次训练后能以新名字区分4种颜色,八次训练后掌握了4种颜色的新名字;在训练前测试中,出现了与蓝绿色相应的偏侧化颜色范畴知觉;在第八次训练后测试中,出现了与习得的语言范畴相应的偏侧化颜色范畴知觉,但在第一次训练后测试中并未出现这一效应。这些结果表明,语言范畴能引起偏侧化颜色范畴知觉,偏侧化颜色范畴知觉是语言范畴长期与颜色联结,而非即时分类颜色的结果。     

偏侧化颜色范畴知觉不依赖于语言?

本研究探讨了偏左脑颜色范畴知觉依赖于语言还是范畴。三组被试分别完成无干扰、语言加工干扰和范畴加工干扰视觉搜索任务。结果发现：无干扰组、语言加工干扰组和范畴加工干扰组的视觉搜索任务中分别出现了偏左脑颜色范畴知觉、左脑劣势颜色范畴知觉和无偏侧化颜色范畴知觉。此结果表明,偏左脑颜色范畴知觉可能主要是语言范畴作为一种范畴对颜色知觉的影响效应,但语言范畴的语言属性也会对颜色知觉产生影响。     

Naming and categorization in young children: vocal tact training

In three experiments, 2- to 4-year-old children, following pretraining with everyday objects, were presented with arbitrary stimuli of differing shapes. In Experiment 1A, 9 subjects were trained one common tact response, "zag," to three of these and a second tact, "vek," to another three. In category match-to-sample Test 1, 4 subjects sorted accurately when required only to look at the sample before selecting from five comparisons. The remaining 5 subjects succeeded in Test 2, in which they were required to tact the sample before selecting comparisons. Experiment 1B showed, for 2 of these subjects, that tact training with 12 arbitrary stimuli established two six-member classes that were still intact 6 weeks later. In Experiment 2, 3 new subjects participated in a common tact training procedure that ensured that none of the exemplars from the same class were presented together prior to the test for three-member classes. Two subjects passed category Test 1 and the third passed Test 2. Tests showed subjects' listener behavior in response to hearing /zog/ and /vek/ to be in place. These experiments indicate that common naming is effective in establishing arbitrary stimulus classes and that category match-to-sample testing provides a robust measure of categorization.     

Infants' formation and use of categories to segregate objects

Four- and-a-half-month-old infants' (N = 100) category formation and use was studied in a series of five experiments. For each experiment, the test events featured a display composed of a cylinder and a box. Previous research showed that this display is not clearly parsed as a single unit or as two separate units by infants of this age. Immediately prior to testing, infants were shown a set of category exemplars. Knowledge about this category could help infants disambiguate the test display, which contained a novel exemplar of this category. Clear interpretation of the test display as composed of two separate units (as indicated by infants' longer looking at the move-together than at the move-apart test event) was taken as evidence of category formation and use. In Experiments 1 and 5, infants' prior experience with a set of three different boxes that were similar to the test box facilitated their segregation of the test display. Experiment 2 showed that three different exemplars are necessary: prior experience with any two of the three boxes used in Experiment 1 did not facilitate infants' segregation of the test display. Experiment 3 showed that variability in the exemplar set is necessary: prior experience with three identical boxes did not facilitate infants' segregation of the test display. Experiment 4 showed that under these conditions of very brief prior exposure, similarity between the exemplar set and test box is necessary: prior experience with three different boxes that were not very similar to the test box did not facilitate infants' segregation of the test display. Together, these findings suggest that: (a) number of exemplars, variability, and similarity in the exemplar set are important for infants' category formation, and (b) infants use their category knowledge to determine the boundaries of the objects in a display.     

Does right hemisphere damaged patients' impaired performance on a sentence insertion task indicate a syntactic or a lexical level deficit?

The present paper focuses on two studies, one on English (Schneiderman & Saddy, 1988) and the other on Italian (De Vreese, Neri Rubichi, & Salvioli, 1996), which report on right hemisphere damaged subjects' inability to correctly insert a word or phrase into an already well-formed sentence under certain stimulus conditions. Despite their strikingly similar findings, the results of the studies are interpreted quite differently. Schneiderman & Saddy consider the deficit to be syntactic, while De Vreese et al. view it as occurring at the lexical category or morphological level. An analysis and regrouping of the stimulus items from both studies indicate that a single syntactic interpretation could account for their results. Suggestions are made for further analyses and research to increase our understanding of the syntactic capacities of the intact right hemisphere.     

Distributed cortical networks for syntax processing: Broca's area as the common denominator

Different types of syntactic information (word category, grammatical gender) are processed at different times during word recognition. However, it is an open issue which brain systems support these processes. In the present event-related fMRI study, subjects performed either a syntactic gender decision task on German nouns (GEN), a word category decision task (WC, nouns vs. prepositions), or a physical baseline task (BASE). Reaction times in WC were faster than in GEN, supporting earlier electrophysiological results. Relative to BASE, both syntactic tasks activated the inferior tip of BA 44. In addition, BA 45 showed activation in GEN, whereas BA 47 was activated in WC. The imaging data indicate that the inferior portion of BA 44 together with type-specific prefrontal areas supports both initial word category related and later syntactic processes.