Britt,Steuart Henderson. Psychological Principles of Marketing and Consumer Behavior. Lexington,Mass.: Lexington Books, 1978

Abstract

Conventionally, an advertiser's spending on the creative component of an advertising campaign is small in relation to the media budget and is channeled exclusively to a single advertising agency. Gross challenged those conventions more than 20 years ago, using a mathematical model of advertising effectiveness. His model suggested spending more on the creative component and doing so in a competition among several independent sources. The model assumed a normal distribution of effectiveness of advertisements. Data on response to consumer product ads show that the distribution of effectiveness is not normal, but quite skewed. Using Monté Carlo simulations and Gross's framework, the authors find that the skewness strengthens the case for competition. Shifting a sizable percentage of a campaign budget away from media spending and into competitive generation of creative renderings apparently can be very profitable.     

近三十年来人性研究综述

人性研究具有明显的时代特征。从文献检索看,国内近三十年来人性研究主题围绕党的指导思想而流变,依次为异化与人道主义（1978-1985）、主体性（1986-1990）、市场经济中人的价值（1991-1995）、人性的内涵与特征（1996-2000）、人性与制度（2001-2005）、人性与教育（2006-2009）。这对我们概览人性的时代特征和理论建构起到一定参考作用。