The effect of traditionally marginalized groups in advertising on consumer response

Increasingly, national brands have cast people from marginalized groups in advertising. It is important to understand the elements that influence consumers’ responses to advertisements featuring groups who have been traditionally excluded from advertising campaigns. Although consumers may wish to buy brands that support their own views on human rights and equality, we propose that consumers in the target market may be uncomfortable if the group portrayal contradicts their beliefs about the topic, concept, or social groups in the ad. Across two studies, we show that when an ad creates this type of internal contradiction within consumers, it may elicit a more negative response than an ad portraying a more traditional model. However, we also find preliminary evidence that using models from marginalized groups can be more effective than using more traditional models—as long as such portrayals do not violate certain target consumers’ schemas. The implications of these results will be discussed.     

What＇s on NPC ＆ CPPCC Sessions 2010？——Highlights of Premier Wen＇s Press Conference

The Third Session of 11th National People＇s Congress （NPC） of China and the Third Session of the 11th National Committee of the Chinese People＇s Political Consultative Conference（CPPCC） are held in Beijing from March 5-14 ,and March 3-12 respectively,China＇s less than two weeks time lasted but most important＂two sessions＂ won spotlights this year with no exception .     

Migrant entrepreneurship in China: entrepreneurial transition and firm performance

Small Business Economics - China is experiencing rapid urbanization during which millions of migrants move from rural to urban areas. Recently, China initiated the national strategy of “mass...     

Trust Erosion During Industry-Wide Crises: The Central Role of Consumer Legitimacy Judgement

Journal of Business Ethics - Widespread unethical corporate misconduct in an industry triggers industry-wide crises. This research investigates how industry misconduct affects consumers’...     

重大冲击下全球外汇市场风险的生成机理研究

在重大国际事件频发的背景下,考察不同重大冲击下全球外汇市场风险成因,对于防范化解金融市场风险的意义重大.基于波动风险与传染风险的双重风险视角,本文首先考虑全球外汇市场的传染风险和自身风险累积带来的内部风险成因,继而通过金融市场之间的传导、政策实施的传导以及实体经济的传导来考察全球外汇市场的外部风险成因.研究结果如下.(1)从全球外汇市场波动风险来看,全球金融危机和新冠肺炎疫情对全球外汇市场风险的影响较为一致且均较大,欧债危机和中美贸易摩擦对全球外汇市场风险的影响较为一致且均较小.(2)从全球外汇市场内部风险成因来看,全球金融危机、欧债危机和新冠肺炎疫情时期,全球外汇市场风险主要由传染风险驱动.而在中美贸易摩擦时期,全球外汇市场风险主要由自身风险累积驱动.(3)从全球外汇市场外部风险成因来看,跨市场传染因素在正常时期、欧债危机和中美贸易摩擦时期的贡献度最高,政策实施传导在全球金融危机时期的贡献度最高,实体经济因素在新冠肺炎疫情时期的贡献度最高.     

现代汽车涂装防腐技术的应用与发展

综述汽车的金属腐蚀及危害,引起汽车金属腐蚀的主要因素,着重从结构设计、材料应用和防护工艺等方面介绍现代汽车的金属防腐技术,并提出汽车应用金属防腐技术的发展方向.     

借鉴美国经验实施对中国服务贸易的开放式保护

中国加入WTO后,时服务业的开放做出了实质性承诺,但在服务业的开放和服务贸易发展进程中,运用合理的服务贸易保护措施,培育服务业的国际竞争力,亦成为我国在服务贸易自由化趋势下的长期任务和对策。中国服务业开放应坚持适度保护和逐步开放原则,此原则体现为开放式保护主义的形式。鉴于中国政府的促进行为还不完善,因此有必要借鉴发达国家的开放式保护经验。     

电子商务环境下以订单流为主线的采购系统设计

系统以订单流为主线,分析了采购系统的需求和数据流程,融数据统计分析及电子商务为一体,其开发主要包括后台数据库的建立和维护,以及前端应用程序的开发及网上电子商务平台的构建。     

产品创新:谨防陷入沼泽地

<正>在美国纽约的"失败产品博物馆"里,高达8万多件"失败产品"静候人们反思。其中不乏很多大公司的产品,功能强大,或很新奇。博物馆提供了这样一个数字:美国每年推向市场的新产品达54000多种,而真正受到青睐的只有20%。