When open-mindedness lowers product evaluations: Influencers to consumers’ response to religious cues in advertising

Prior research has examined response to Christian religious cues used in secular marketing messages but has inadequately explored the underlying reasons for such response as well as why religious cues may negatively influence product evaluations. These limitations are addressed in this research work through three studies utilizing religious cues. In Studies 1a and 1b, ads with a Christian or Muslim religious cue (no religious cue) were found to produce lower (higher) product evaluations. Studies 2–3 then examined why religious cues in ads can produce lower product evaluations to show that open-mindedness moderated this effect (Study 2), and priming open-mindedness also influenced this effect (Study 3). Most interestingly, open-minded consumers were more negative toward religious cues in marketing communications than close-minded consumers, and priming open-mindedness magnified this effect. These novel effects are discussed in relation to the literature on open-mindedness and value-based consumption. Additionally, implications for research and practice are discussed.     

课堂教学与企业人力资源素质发展关系研究——以云南省弥勒县为例

西部大开发为西部农村地区带来了人力资源的机遇,意味着将有更多的农村人口进入城市工作。通过考察云南省农村地区企业和观摩学校课堂教学,并对企业相关人员、学校教师、学生及家长进行访谈,结果发现,集权化的国家课程和应试主导的课堂教学并不能使农村学生具备企业人力资源所需要的理论联系实际、视野开阔、积极主动并富有责任感等素质,通过教育消除城乡不公平现象依然任重而道远。