On the lowest-winning-bid and the highest-losing-bid auctions

Theoretical models of multi-unit, uniform-price auctions assume that the price is given by the highest losing bid. In practice, however, the price is usually given by the lowest winning bid. We derive the equilibrium bidding function of the lowest-winning-bid auction when there are k objects for sale and n bidders with unit demand, and prove that it converges to the bidding function of the highest-losing-bid auction if and only if the number of losers n−k gets large. When the number of losers grows large, the bidding functions converge at a linear rate and the prices in the two auctions converge in probability to the expected value of an object to the marginal winner.     

一种优化K-means聚类的舌苔舌质分离方法

为了解决传统K-means聚类算法对舌图像中舌苔舌质分离效果不稳定的问题,提出了一种优化K-means聚类的舌苔舌质分离模型。模型综合RGB,HSV,L^*a^*b^* 3种颜色空间的特性,将单通道舌图像像素作为聚类样本集合,以一定的规则从集合中选取2个舌图像通道的像素作为聚类样本,并利用单通道舌图像分布直方图的峰值确定初始聚类中心点,最后通过聚类实现舌苔舌质分离。实验结果表明,选择用双通道舌图像作为聚类样本比用三通道或者单通道舌图像聚类效果更优,且提出的初始聚类中心点的确定方法相比于传统K-means聚类算法更准确、稳定地使舌苔舌质分离。所提方法可以很好地实现舌苔舌质分离,为中医舌诊客观化的研究提供了新的方法和思路,具有一定的实用价值。     

黎族润方言妇女服饰解读

居住在海南岛上的黎族人民与外界联系较少,形成了本民族独特的服饰文化。润方言作为黎族的一支,其服饰以超短筒裙和贯首衣闻名于世。本文试从色彩、图案、工艺的角度对润方言妇女服饰进行解读,以期找出其服饰中所蕴含的文化内涵。     

老年人代步工具设计

中国正快速地进入老龄化社会,为老年人设计的代步工具颇具市场潜力。综合分析老年人的特点,提出了老年人代步工具的设计策略;根据老年人心理、生理和生活习惯等各方面特点,以老年人代步电动车的开发设计为目标,进行相关的研究工作,研究内容涉及设计开发的可行性分析,色彩、造型设计研究等等。     

唐诗宋词中的女性服饰美学

唐诗宋词这道中国文化特有的迷人风景中,有着丰富多彩、美不胜收的女性服饰描绘。这些描绘,可以让我们非常形象地了解唐宋两代女性服饰。本文通过撷取唐诗宋词中的一些精彩的女性服饰描绘,分析比较了唐宋两代女性服装面料及色彩、造型款式、发饰佩饰等方面风格各异、特色鲜明的服饰艺术,反映了唐宋时期女性的服饰美学风尚。     

Feeling red lucky? The interplay between color and luck in gambling settings

This paper investigates the effect of the color red on gambling behavior, as influenced by feeling lucky and cultural background. Four experiments examine how risk‐taking choices and gambling behaviors are affected. Study 1A and 1B establish the red risk‐aversion effect in gambling decision making and responses to a gambling app advert. Studies 2 and 3 test the moderating effect of feeling lucky and cultural background, respectively. The authors provide empirical evidence to the effect of red color on risk aversion. In general, people make more risk averse choices, gambling less and less often when primed with the color red over other colors. Boundary conditions are identified in feeling lucky and cultural backgrounds, such that when participants feel lucky or are from Asian Chinese backgrounds the effect is reversed and they take more risks when primed with the color red. This study highlights the importance of color in managing the interaction between consumers and gambling contexts.     

Counter‐stereotypical products: Barriers to their adoption and strategies to overcome them

Counter‐stereotypical products (CSPs) are targeted at groups that are opposite to the stereotypical users of these products (e.g., face‐cream for men, construction tools for women). Such products entail adoption barriers, as they are associated with a dissociative out‐group (e.g., men avoid products used by women). A theoretical framework is developed to investigate such barriers by outlining consumers’ cognitive and affective responses to CSPs; namely: stereotyping (CSP is considered appropriate only for the stereotypical user group), subtyping/subgrouping (CSP is useful for certain individuals or subgroups), and derogating (disparaging the CSP due to a perceived threat to self). Study 1 verifies these responses and demonstrates their effect on the evaluation of CSPs targeting men versus women. Overall, CSPs targeting men faced more barriers than those targeting women, and this was especially so for publicly consumed CSPs (e.g., purse for men) as compared to privately consumed ones (e.g., hair‐remover for men). Study 2 examined the effect of a common marketing tool—product design color (e.g., using blue for men and pink for women)—in reducing the above barriers. It was found that blue is effective in reducing stereotype‐based barriers for CSPs targeting men. For CSPs targeting women, using pink was only effective for women scoring high on femininity, and it backfired for those scoring low on femininity.     

Fifty shades of food: The influence of package color saturation on health and taste in consumer judgments

When evaluating food products, consumers rely on visual cues on packages to infer their healthiness and tastiness. We assumed that color, specifically color saturation, is one such cue, similarly relevant for both healthiness and tastiness inferences. We conducted three studies in which we manipulated the color of pictures of product packages. Participants viewed pictures from the category of snacks (Study 1a) and drinks (Studies 1b and 2), available at a supermarket's online store and rated each product on the dimensions of healthiness and tastiness. In two studies, we showed one group of participants product pictures only as grayscale images, whereas another group viewed the pictures in full color. In a third study, we showed participants product pictures once with increased and once with decreased color saturation. We consistently found a positive correlation between healthiness and tastiness. Presenting pictures of products as grayscale images weakened the healthy-tasty correlation. Products with increased compared with decreased color saturation were rated as both healthier and tastier, mediated by the products' perceived freshness.     

Dark is durable,light is user-friendly: The impact of color lightness on two product attribute judgments

Visual design elements such as color do not only provide aesthetic appeal; they also convey information that consumers rely on when making unrelated product attribute judgments. Seven experiments reveal that consumers assess darker-colored products to be more durable but less user-friendly than lighter-colored ones. Both outcomes are linked to the influence of color lightness on perceived weight, but the latter outcome appears to be more easily disrupted than the former one. Specifically, the impact of color lightness on user-friendliness assessments, but not on durability assessments, is eliminated when the role of weight is unclear or when cognitive load is induced. However, consumers make greater downward adjustments in their durability assessments after physically handling a product with darker (vs. lighter) color. These findings highlight some of the potential complexities and nuances in consumer responses to color.     

How you see yourself influences your color preference: Effects of self-construal on evaluations of color combinations

The present study examines the role of self-construal in the preference for analogous versus complementary color combinations. The majority of previous research on color has been limited to exploration of single colors. However, designers and marketers often use a mix of colors whose harmony must be taken into consideration, which includes choosing whether to use colors placed next to each other on the color wheel (analogous combination) or to combine colors that are opposite each other (complementary combination). The current study proposes that self-construal influences the perception of and preference for color combinations. Individuals with interdependent self-construals tend to focus on relational similarity and value harmony, whereas individuals with independent self-construals tend to view objects as discrete and disconnected. Accordingly, the authors posited that individuals with interdependent self-construals would be more sensitive to the relationship between two colors and perceive analogous colors as more harmonious, thus preferring brands and products featuring analogous colors to those featuring complementary colors. Contrariwise, individuals with independent self-construals would display indifference in this regard. The hypotheses were confirmed in four studies employing various colors to form analogous and complementary color combinations.