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1.
Hairong Li 《广告杂志》2013,42(4):333-337
The effect of visual metaphor in advertising is claimed to follow a curvilinear pattern: visual metaphors that constitute a moderate challenge are said to have a bigger impact on appreciation than simpler or more complex metaphors. Until now, empirical evidence has been scarce. This study verifies whether the tipping point can indeed be identified. In an experiment, 485 participants judged 16 different metaphors (in advertisements for 16 different product categories) varying in conceptual complexity. Mediation analyses showed that metaphors of moderate complexity, although comprehended less well than simpler metaphors, are appreciated more than simpler and more complex metaphors. 相似文献
2.
This article is the result of an empirical research project analyzing the decision behaviour of Austrian managers in ethical
dilemma situations. While neoclassical economic theory would suggest a pure economic rational basis for management decisions,
the empirical study conducted by the authors put other concepts to a test, thereby analyzing their importance for managerial
decision making: specific notions of fairness, reciprocal altruism, and commitment. After reviewing some of the theoretical
literature dealing with such notions, the article shows the results of an online survey working with scenarios depicting ethical
dilemma situations. By judging such scenarios the respondents showed their preference for the named concepts, though with
different degrees of confirmation. The results (with all limitations of an online survey in mind) support the theoretical
work on the named concepts: Fairness elements (including Rawlsian principles of justice and an understanding of fairness as
conceived by a reference transaction) play a major part in management decisions in ethical dilemma situations. Also, commitment
as a behaviour that sticks to rules even if personal welfare is negatively touched, and reciprocal altruism as a cooperative
behaviour that expects a reciprocal beneficial action from other persons have been concepts used by Austrian managers when
analyzing ethical dilemmas. The article also tries to put the results into a comparative perspective by taking into account
other studies on ethical decision factors conducted with, e.g. medical doctors or journalists, and by discussing intercultural
implications of business ethics. 相似文献