Types of Word-of-Mouth Messages: Information Search and Credence-Based Services

Word-of-mouth communication (WOMC) has been recognized as a powerful marketing communication medium and a credible information-gathering tool. To date, the various types of WOM messages have not been adequately studied, especially in credence-based services (CBS). Using the individual interview technique, this study fills this gap by describing the three types of WOMC messages in CBS information-gathering. The results contribute to the ongoing development of WOMC theory and also advance management's understandings of the types of WOMC messages in the CBS information-gathering process.     

论广告对中国人观念现代化的作用

改革开放以来中国广告业的发展 ,不仅在推销产品、树立品牌方面起到了重大作用 ,而且还对广告接受者的价值观产生着重大影响。本文认为 ,在中国人观念的现代化过程中 ,广告起了不可忽视的作用 ,它促使中国人的观念从传统观念向现代观念发生了一些变化。     

Advertising and Deep Autonomy

Concerns about advertising take one of two forms. Some people are worried that advertising threatens autonomous choice. Others are worried not about autonomy but about the values spread by advertising as a powerful institution. I suggest that this bifurcation stems from misunderstanding autonomy. When one turns from autonomous choice to autonomy of persons, or what is often glossed as self-rule, then one has reason to think that advertising poses a moral problem of a sort so far unrecognized. I diagnose this problem using Charles Taylor's work on "strong evaluation". This problem turns out to have political ramifications that have been only dimly recognized in business ethics circles.     

Position auctions

I analyze the equilibria of a game based on the ad auction used by Google and Yahoo. This auction is closely related to the assignment game studied by Shapley–Shubik, Demange–Gale–Sotomayer and Roth–Sotomayer. However, due to the special structure of preferences, the equilibria of the ad auction can be calculated explicitly and some known results can be sharpened. I provide some empirical evidence that the Nash equilibria of the position auction describe the basic properties of the prices observed in Google's ad auction reasonably accurately.     

浅析广告英语中的模糊限制语及语用功能

本文对广告中的模糊限制语的语用功能进行了分析，发现在广告中，模糊限制语可以起强调作用，增强广告的精确性，保护广告人和消费者的面子，并能实现其礼貌功能。研究与分析模糊限制语在英语商业广告中的语用功能具有一定的现实意义。     

Consumer Attitudes Important in Choosing Lawyers and Accountants According to Decision-Making Style

ABSTRACT

An empirical study, which examines the relationship between consumers' decision-making style and their attitudes toward areas considered important when selecting lawyers and accountants, is described. A scheme, which separates consumer decision-making into categories on the basis of systematic-spontaneous information-gathering and internal-external information-analysis dimensions, is proposed. The information-analysis dimension (internal-external) appears to be the decision-making dimension by which consumers choose legal and accounting services.     

Attitudes toward Use of Advertising and Various Media Practices by Physicians

Advertising by physicians is a relatively recent phenomenon. The purposes of this study were to determine (a) consumers’ attitudes toward advertising by physicians; (b) whether certain potential consumer demographic variables account for any significant difference in attitudes toward physicians who advertise; and (c) which media consumers feel are appropriate for physicians’ advertising. The intent was to discover information that would be useful to physicians in planning promotional strategies and improving the quality of their advertising. The study seems to confirm the belief of many professionals that advertising and promotion clearly have a place in the future of health care services.     

论《学徒的神仙》的叙事策略

《学徒的神仙》是志贺直哉代表性的短篇小说，该作品在叙事方面体现了作者别具匠心的策略。首先，采取全知叙述的方式，选择性地透视主要人物的内心，并自如地调节叙述者“内隐”与“外显”的状态。其次，叙事视点不固定，主要采取“无聚焦”的聚焦模式，有时切换至“不定式内聚焦”的模式。此外，运用蒙太奇的手法，对文本进行剪辑与加工。