Salesmen's reward systems: A comparative approach

This study compared the reward systems of two national sales organizations to determine the effects that different reward policies and differences of the salesmen's behavioral characteristics had on their performance and satisfaction. The study found that the sales firm should provide the means for individual need gratification via a reward system based on performance. This “system” can be used by the sales manager in employee selection, morale building, and improving and maintaining performance.     

论健全人格与创造型人格

21世纪将属于能承受社会变化和经济改革所带来冲击的人格健全。历史告诉我们：人格的力量是伟大的,在它的支配下,人征服了自然界,创造了人类社会辉煌的历史。面向新世纪,研究人格的基本成因和主要模式,积极培养和塑造健全人格与创造型人格,对于培养“自觉与全面发展的新人”具有历史和现实意义,这是新世纪时代发展的需要。     

Adjustment for bias in discriminant analysis

This paper demonstrates the use of an alternative technique when adjusting for bias in discriminant analysis (compatible with the use of R² and adjusted R² in regression analysis) for situations where a small sample size for groups exists. To demonstrate the technique, a simple random sample of 119 smokers was selected for the study. A discriminant analysis model was used to determine its predicting power in classifying the smokers into quitters, reducers, and nonchangers. Forty percent of the variability was attributed to group differences, which when adjusted, dropped to 34%. The model did significantly better than a random model in correctly classifying quitters and nonchangers, but was not effective in correctly classifying reducers.     

Experimental bias: Task,tools, and time

In any experiment, control over all possible variables affecting the response is rarely, if ever, possible. Even in a laboratory setting it is difficult to control all variables which might conceivably affect the outcome. This study identifies three variables—task relevancy, tool availability, and time allocation as variables which have potentially reactive effects in laboratory experiments. The authors gratefully acknowledge the helpful comments of Gerald Albaum and Donald Messmer.     

孟子的独立人格精神及其当代价值

孟子是我国古代极富独立人格精神的哲学家,他提出了“持志”的人格品质,“穷则独善其身、达则兼善天下”的人格操守,“富贵不能淫、贫贱不能移、威武不能屈”的大丈夫的人格标准.孟子的这种独立人格精神对于推进现代社会的人格转型,完善现代性独立人格,培育人的高尚道德品质,建构现代人的精神家园等方面具有重要的现实意义.     

Brand personality appeal: conceptualization and empirical validation

A substantial literature stream indicates there are benefits to having a favorable brand personality, such as enhanced brand attitudes and purchase intentions and higher levels of consumer trust and loyalty. Contemporary advertisements and promotional activities by a host of firms demonstrate a managerial belief in the value of establishing a brand personality that mirrors that of branding scholars. Yet extant research has yet to fully evaluate the perceived appeal of brand personality to consumers. This issue is important to managers because it is precisely this level of appeal that influences target consumers’ purchase decisions and helps to sustain the endurance of a brand’s perceived personality between promotional cycles. This article conceptualizes, develops, and validates measures for assessing a consumer’s perception of brand personality appeal (BPA). Three dimensions of BPA (favorability, originality, clarity) emerge and are empirically demonstrated to directly and positively impact consumer purchase intentions.     

《论语》与大学生健全人格的培养

当代大学生中大部分人的人格是健全的,但有一部分大学生的人格存在一些问题。《论语》是中华文化中的璀璨明珠,其致力于理想人格的塑造,为人生境界的实现,也为理想社会的追求打下坚实的基础,对当今大学生健全人格的塑造具有重要的借鉴价值。     

论教师人格的作用

教师不仅要传授知识,而且也要承担起培育人的重任,教师的人格对学生的成长有着重大的影响,是学生成长的重要保证：教师的人格对社会发展也具有促进功能;此外,教师的人格能使教师自觉地提高自身的道德修养,能在面对诸多的困惑和复杂的人际关系时,保持一种较高的精神境界。     

品牌个性及其结构维度理论研究

10多年来,国内外品牌个性领域研究成果不少,主要包括品牌个性的内涵、基于顾客感知价值的表现形式、不同文化传统背景下品牌个性构成维度分析与测量模型、品牌个性与消费者个性之间的关系等,藉此回顾分析,可以揭示其未来的研究方向。     

传统伦理观与现代人格构建

现代化的实质就是人的现代化,要构建现代人格。运用唯物史观的方法论剖析了独立性现代人格的内涵,并探讨了中华民族传统伦理观的重和谐、个体从属于群体、重义轻利等特点,指出构建中华民族的现代人格,就必须对传统伦理观做出正确扬弃。     

大学生创业标本--记上海圣景科技发展有限公司总经理姚海平

大学生走上创业之路的人为数不少,但能有所作为的人却寥寥无几。据不完全统计,大学生创业成功率只有2%～3%,如此高失败率原因,除了没有根据自身优势进行市场定位外,更重要的,是缺乏一种积极的、健康的,勇于承受风险的良好心态。本篇的“标本”介绍给大家的大学生创业者姚海平,在若干年的创业过程中,苦没少吃,弯路没少走,却一直坚守到今天,企业也一步步阳光灿烂起来。聚焦标本可发现,正是因为积极、健康的心态为姚海平克服诸多困难准备了基础和条件。创业动机源于兴趣对于大学生来说,兴趣常常会为今后选择创业、确定职业目标奠定基础。姚海平…     

Escalation bias: Does it extend to marketing?

Escalation bias implies that managers favor reinvestments in projects that are doing poorly over those doing well. We tested this implication in a marketing context by conducting experiments on advertising and product-design decisions. Each situation was varied to reflect either a long-term or a short-term decision. Besides these four conditions, we conducted three replications. We found little evidence of escalation bias by 365 subjects in the seven experimental comparisons. J. Scott Armstrong has been a professor at The Wharton School since 1968. During this time he has also been a visiting professor in Sweden, Switzerland, Thailand, Australia, New Zealand, and Argentina. He is a founder and past editor of the Journal of Forecasting and the International Journal of Forecasting. In addition to forecasting, he has published research on strategic planning, the scientific method, social responsibility, and survey research methods. holds an M.Sc. (Technology Management) and B.Comm. (Marketing) from the University of Saskatchewan, Canada. Nicole’s dissertation research focuses on the internationalization process of software developers. In particular, she examines “deviations” in international linkage development by small firms, with a focus on marketing management issues. Her other research interests relate to entrepreneurial growth, the marketing/manufacturing interface, and strategic planning processes. Barbara Safranek worked as a marketing consultant in Japan and was then co-president of the Friends of Japan (Tokyo, Japan) for three years. Currently she is vice-president of Japanese Equities-Sales at S.G. Warburg & Co.     

大学生创新基础是在教学中培养“个性发展”

高等教育应把大学生个性发展放在核心地位,并要把教学和课外实践活动紧密结合在一起.因为大学生创新能力与创新精神的培养是以大学生的个性发展为前题,只有弘扬个性,才能孕育出真正的创造性.在课堂上,教师要提倡民主,彰显学生个性,因材施教;在课外,学校要开展形式多样的实践活动,学生通过参加各项活动以激发自身的探究热情.     

The effect of employee behavior on brand personality impressions and brand attitudes

This research examines how consumers update their brand personality impressions and brand attitudes after interacting with one of the brand's employees. Drawing on stereotyping theory, the author develops a framework that proposes that the impact of an employee's behavior depends on how the employee is categorized. When the employee is considered primarily as an exemplar of the brand's workforce, his or her behavior is generalized more strongly to the brand. When, however, the employee is judged as a relatively unique individual (i.e., when the employee is subtyped), the behavior is not transferred to the brand to the full extent. The results of three studies provide converging evidence and show that the degree to which consumers subtype an employee is determined by the amount of information they possess about the employee, the extent to which they depend on the employee, and their motivation to form an accurate impression. The findings have direct implications for marketers interested in understanding how employees affect the brands they represent.

工科院校大学生人格特质调查研究

通过采用卡特尔16种人格因素测验对工科院校大学生的人格特征进行调查研究,结论显示:工科院校大学生16种人格因素的得分普遍处于中间水平;工科院校大学生的一级人格因素与二级人格因素中普遍存在显著的性别差异;工科院校大学生的一级人格因素与二级人格因素中普遍存在显著的学历差异;工科院校大学生的一级人格因素与二级人格因素中普遍存在显著的专业差异.     

Implementing an intended brand personality: a dyadic perspective

The authors examine the transformation of an intended brand personality (i.e., the way brand management would like consumers to perceive the brand??s personality) into a realized brand personality (i.e., the consumer??s actual perception of the brand??s personality). Drawing on the results of a dyadic empirical cross-industry study of 137 brand managers and 3,048 consumers, the authors show that the singularity of the brand personality profile, the competitive differentiation of the brand, the credibility of brand communication, consumers?? depth of product involvement, and consumers?? prior brand attitude all affect the degree to which the realized brand personality resembles the intended brand personality.     

The role of brand personality in charitable giving: An assessment and validation

Marketing concepts such as corporate identity, image, and branding are important strategies for nonprofit organizations. In particular, brand personality has been advocated by practitioners but has not been empirically investigated in the nonprofit context. According to social exchange theory and trust, the authors argue that nonprofit stakeholders perceive nonprofit organizations at an abstract level because of the organizations’ intangibility and social ideals. This study develops and refines a parsimonious measure of brand personality specifically for the nonprofit context. The authors conduct a series of six multimethod studies of nonprofit stakeholders to validate the role of brand personality in nonprofit organizations. The results yield four dimensions of brand personality for nonprofits: integrity, nurturance, sophistication, and ruggedness. Thus, current and potential donors ascribe personality traits to nonprofit organizations and differentiate between nonprofits on the basis of the organizations’ personality. Finally, nonprofit brand personality may influence potential donors’ likelihood to contribute. Beverly T. Venable (venable_beverly@colstate.edu; Ph.D., University of Mississippi) is an assistant professor of marketing at Columbus State University. Her research interests are in nonprofit marketing, branding, and ethics. She has published in theJournal of Business Ethics and several national and international proceedings. Gregory M. Rose (rosegm@u.washington.edu; Ph.D., University of Oregon) is an associate professor of marketing at the University of Washington, Tacoma. His research interests include consumer socialization and cross-cultural consumer behavior. He has published articles in theJournal of Consumer Research, theJournal of Marketing, theJournal of the Academy of Marketing Science, theJournal of Business Research, theJournal of Advertising, and theJournal of Consumer Psychology, as well as other journals and proceedings. Victoria D. Bush (vbush@bus.olemiss.edu; Ph.D., University of Memphis) is an associate professor of marketing at the University of Mississippi. Her research interests include cultural diversity in buyer-seller relationships, advertising ethics, and Internet marketing. Her research has been published in theJournal of the Academy of Marketing Science, theJournal of Advertising Research, theJournal of Advertising, theJournal of Public Policy and Marketing, andIndustrial Marketing Management, as well as other journals and proceedings. Faye W. Gilbert (faye.gilbert@gcsu.edu; Ph.D., University of North Texas) is a professor of marketing and dean of the J. Whitney Bunting School of Business at Georgia College and State University. Her research interests are in customer relationship management, health care marketing, and sales management. She has published in theJournal of the Academy of Marketing Science, theJournal of Business Research, theJournal of Retailing, Psychology and Marketing, as well as other journals and proceedings.     

刍议预设：特征与投射

预设在语言哲学领域一直存有争议，甚至激烈争论，因此有必要重点讨论预设的特征和透射问题。其一，预设具有的两个基本的重要特征，即合适性和共知性；其二，预设的投射问题，它包括Karttunen和Fauconnier两种模式。Karttunen模式主要强调预设的洞隙、塞子和过滤器等信息的投射作用；Fauconnier模式以现代心理空间理论为基础。论述预设信息在心理空间和现实空间的接合及最佳化原则。     

Individual differences in perceptions of service failure and recovery: the role of race and discriminatory bias

This article investigates the role of contextual cues in the evaluation of a service failure. Empirical data demonstrates that although discrimination is a factor in the evaluation of a service failure for black (vs. white) customers, contextual cues also play a role in the evaluation of the encounter. When a black customer experiences a service failure, the failure will be evaluated more severely when no other black customers are present. In addition, the context of the event differentially affects the negative emotions generated by the service failure and results in racially driven differences in the amount of remuneration perceived as necessary to successfully recover from the failure. The implication is that when serving customers, the race of both the customer and other customers can provide service providers with information relative to the appropriate service recovery effort to implement.

论高校思想政治教育工作者的人格塑造

市场经济在促进高等教育发展的同时也对教育者自身产生一些负面影响———少数高校思想政治教育工作者出现人格魅力缺失现象。为了更好地实施素质教育,做好新时期的高校思想政治教育工作,思想政治教育工作者必须注重塑造和提升自己的人格魅力。