Community applications of instructional technology: teaching writers of instructional packages

A community education program, to develop a variety of performance competencies in large numbers of neighborhood residents, requires a technology for preparing learning units administerable by community members themselves. The effects of a writing manual, designed to teach nonprofessionals to prepare such instructional packages, were analyzed in two experiments. Experiment I employed a multiple-baseline design across three university student trainees. The results showed that appropriate program writing increased by 75% after completion of the manual. The results of Experiment II, with two low-income neighborhood residents serving as trainees, showed that packages produced by trained writers resulted in a greater increase in skill activities than sets of training stimuli produced by untrained writers.     

营销领域中包装元素对消费者的影响及其内在作用机制

包装上的元素信息是消费者感知环境刺激的重要来源, 能对消费者决策产生重要影响。包装元素可分为非语言型包装元素和语言型包装元素两类, 它们对消费者有不同的影响。总体而言, 非语言型包装元素主要影响消费者的感知和情感偏好, 而语言型包装元素更多影响消费者的行为倾向和行为结果。同时, 两类包装元素对消费者产生影响的内在机制可从神经生理机制、认知加工机制、自我控制的转移和多感官交互几方面进行讨论。此外, 两类包装元素对消费者的影响还会受到环境特征、产品特征以及消费者个体特征的调节。未来研究可进一步探讨两类包装元素对消费者尴尬情绪、透明包装的选择以及产品评价等结果的影响。     

旅游商品多语言包装策略的作用机制和影响效果——基于选择通达模型的视角

多语言包装策略被广泛应用于促进旅游商品的销售。然而, 现有研究仅从消费者感知视角出发, 难以揭示多语言线索的复杂效应。本研究基于选择通达模型, 主要探讨(1)多语言包装策略导致消费者推断旅游商品是针对某类群体(即对比效应)还是广泛模糊的“国际市场” (即同化效应)的作用机制; (2)多语言包装策略对旅游商品购买决策的影响机制。本研究有助于扩展旅游商品和包装语言的相关研究, 为旅游商品营销提供重要参考。     

Evaluating municipal policy: an analysis of a refuse packaging program

The effect of a municipal enforcement program to improve residents' packaging of refuse was analyzed in a multiple-baseline design across two areas of a city. The enforcement program involved instruction concerning refuse-packaging regulations, collection only of appropriately packaged refuse, and feedback notices to residents concerning the reasons for noncollection of their inadequately packaged refuse. Both the number of violations and the percentage of residences violating each day were markedly reduced during the enforcement program. Furthermore, sanitation workers considered that the packaging of refuse and the safety and efficiency of refuse collection had improved. This study served as a pilot evaluation of a policy change in the city sanitation department, and was functional in determining the direction of that policy.     

From Glossy to Greasy: The Impact of Learned Associations on Perceptions of Food Healthfulness

We demonstrate that consumers have learned that unhealthy snacks such as potato chips tend to be sold in glossy packages, whereas healthier snacks such as crackers tend to be sold in matte packages (in studies 1–3). As a result, consumers who see a snack food package with a glossy [matte] surface will infer lesser [greater] healthfulness of its contents (study 4), consume less [more] of it (study 5), and be more likely to choose a glossy [matte] package from an assortment of snack packages if motivated to engage in tasty [healthful] eating (study 6). Theoretical and managerial implications as well as future research opportunities are discussed.