Effects of culturally verbal and visual congruency/incongruency across cultures in a competitive advertising context

Existing consumer behavior theories suggest that consumers tend to recognize, better comprehend, and respond favorably to information that is both relevant and consistent with their beliefs and values. This study extends these theories by employing cultural arguments and pictures to examine the effects of culturally verbal and visual congruency/incongruency on consumer ad and brand attitudes in multiple-ad and multiple-brand environments. The studies were conducted with subjects in Canada and China. The results suggest that, when the contrast ad is culturally incongruent, an ad containing a culturally congruent argument and congruent picture elicits the most positive responses, compared to other ads with different combinations of arguments and pictures. However, an ad containing a culturally incongruent argument and incongruent picture also elicits more positive responses than an ad with a culturally congruent argument and incongruent picture or a culturally incongruent argument and congruent picture.     

Improving Attitude toward Corporate Strategy with Visual Mapping： Scale Development and Application in Europe and China

Companies operating across borders face greater challenges in ensuring compliance with company strategy in different cultural contexts. Recent research shows the cognitive and emotional benefits of utilizing visual representations of knowledge in organizations. This study aims to test if mapping a corporate strategy visually can improve attitudes toward firm strategy and the intention to comply with it. An experiment is conducted comparing two knowledge maps to a textual version of the same company strategy. In order to measure attitudes toward the strategy, a scale was developed and tested in Europe and China. The study outcome provides a parsimonious and effective tripartite scale of attitude with cognitive, affective and behavioral components. The scale was then applied to a different sample to test the effect of mapping a company strategy visually on attitude toward the strategy, and to test if the effect is persistent in Europe and China. The results of the experiment show that subjects exposed to the visual conditions had significantly more positive affective and cognitive attitudes toward the content.     

视觉情绪记忆的判断标准变化

本文运用医生/汽车维修工刺激套范式,选取大学生42人作为被试,以视觉方式启动控制、悲伤、愉快、恐惧情绪下,然后在5种评价等级下进行信号检测论实验。结果:从反应偏向β来看,视觉启动下,中等评价等级下被试倾向于击中或正确拒斥,最高评价等级下被试倾向于漏报,在较低评价等级下被试更倾向于虚报;在最低评价等级下,悲伤情绪的被试更倾向于虚报,愉快情绪的被试更倾向于击中或正确拒斥,恐惧情绪的被试更倾向于漏报。结论:从反应偏向来看,人在决策时倾向于在最高和较低自信下失误,中等自信下有利于决策正确;在最低评价等级下,正效价情绪下有利于决策正确,负效价情绪下倾向于决策失误。     

从民间工艺美术谈陕西区域性设计

陕西省是一个有着深厚文化底蕴的省份,经过上千年的历史风雨,陕西民间形成众多的民间工艺形式,这些形式业已经成为陕西文化的一部分,集中体现了陕西人的审美心理特点。笔者在分析陕西典型民间工艺的基础上,从民俗文化、造型特征、色彩应用三个方面出发,概括出陕西"本土语言符号"的特点,并以此出发展开对陕西的区域性设计的分析。     

Consumers' perceptions of food packaging: an exploratory investigation in Potchefstroom,South Africa

Consumers form perceptions of various food products through their comprehension of the visual stimuli on food packaging that attract their attention. These perceptions directly affect their purchasing decision at the point of purchase, which emphasizes the importance of attention‐capturing packaging attributes. However, little research is available regarding consumers' perceptions of food packaging, especially in the South African context. This study aimed to explore a sample of South African consumers' perceptions of food packaging and how these perceptions were formed through the perceptual process. A qualitative, exploratory study was conducted by means of 25 semi‐structured interviews and through the use of ambiguous mock packaging as a projective technique. Participants were questioned regarding their general perceptions of food packaging. The attention‐capturing ability of packaging as well as consumers' interpretation of this packaging after exposure to the mock packaging was also discussed. Findings from the study indicated that participants mainly based their perception of food packaging on its functional (being purposive, recyclable and informative) and physical attributes (being attractive, of high quality and hygienic). This study also indicated that information and visual attributes of packaging are important to gain consumers' attention in‐store. Participants' comprehension of packaging included general associations of specific food products with certain types of packaging, such as associations with quality and shelf life. Negative associations with packaging mostly entailed difficulty to handle the product, poor quality of the product and environmental problems. This study identifies those product attributes that participants regarded as the most important stimuli for forming positive perceptions regarding food packaging. It is important for manufacturers to pay attention to the information on perceptions that was gained in this study, as it might help them to create packaging that better fulfil consumer needs. These findings could also be applied in a larger study of a quantitative nature, which will ultimately result in more positive consumer shopping experiences and consumer satisfaction regarding food packaging.     

社会保障可持续发展的理论要义与复杂性视阈

从社会学角度理解社会保障可持续发展,往往是将社会保障与社会稳定、社会秩序、社会公平等联系在一起;从经济学角度认识社会保障可持续发展,将收入分配、国民储蓄、财政与金融政策、资本市场、人口老龄化与经济增长等变量与社会保障联系在一起;从政治学角度研究社会保障可持续发展,更多考虑的是社会保障责任政府、政府社会保障职能等问题。社会保障可持续发展的目标是要使全体人民的福祉不断得到改善与发展。社会保障能否可持续发展？需要我们从复杂性视阈的角度进行动态评估,以追求社会保障科学、务实与健康的发展。     

Marketing “Frankenfood”

ABSTRACT

Most visual package research in marketing to date tests only the main effects of certain visual package elements in artificially isolated experimental contexts, though, in the store, these elements are presented to the shopper in active visual circumstances. Most food packages are highly cluttered with a number of visual and text elements all competing for the shopper's limited attention; this calls into question the external validity, and therefore the usability for practitioner purposes, of these results. Given that marketers often rely on a single visual element as the sole carrier of some particular promotional message, it is critical to ascertain whether single visual elements can break through such visual clutter to effectively deliver their promotional messages to the shopper. In this study, we manipulate the level of background activity of packages while testing the ability of one visual package element—its overall shape—to affect one particular piece of package information of concern to food shoppers— appearance of size or volume. Surprisingly, our results show that the main effect of package shape type on volume perception not only remains robust under visually cluttered conditions, but that the effect is actually heightened for certain, more geometrically complex package shape types. Managerial implications are discussed.     

The effects of audio-visual and visual-only cues on consumers' responses to co-branded advertising

Co-branded advertising (two brands featured in the same ad) is a relatively new and under-researched area of advertising that offers advertisers the opportunity to share advertising costs and leverage brand equity. Despite its growing popularity, few research studies have examined the potential benefits and/or limitations of this executional strategy, and particularly a strategy in which one brand (a focal brand) is paired with another, but less emphasized (peripheral) brand. This study reports the results of an empirical investigation that examines how modifying reference to the peripheral brand (visual-only versus simultaneous visual and audio references) influences consumers' perceived associations of the advertised brands, as well as their attitudes toward the advertisement and intentions to purchase either brand. Employing a convenience sample of undergraduate students on a university campus in the United States, the results of this study indicate that audio-visual cues enhance brand association and purchase intentions. However, additional analyses reveal that attitude toward a co-branded advertisement mediates the brand association effect on purchase intentions toward the focal brand, whereas brand association has a direct effect on purchase intentions toward the peripheral brand.     

Visualizing CSR: A visual framing analysis of US multinational companies

The aim of this research study is to investigate how different levels of corporate social responsibility are visually framed through corporate publications used in marketing communications. Photographs used as visual marketing communication tools in the annual and sustainability reports of top American multinational companies that practice and promote measures of corporate social responsibility were analyzed. Findings indicate the corporations overall emphasize environmental sustainability efforts and visually communicate their practices through depictions of employees while other social responsibility efforts are often communicated through depictions of consumers. A discussion on the patterns of visual frames that communicate corporate social responsibility and the impact of visuals on organizational identity, brand image, and reputation are offered.     

近20年来我国农村宅基地研究发展脉络及展望——基于CNKI和CiteSpace的可视化计量分析

[目的]为客观把握我国农村宅基地研究发展脉络及未来发展趋势,绘制核心作者、合作机构、关键词共现、关键词时区分布等的知识图谱。[方法]文章基于中国知网（CNKI）数据库,以2000—2022年北大核心、CSSCI、CSCD等高质量期刊收录的宅基地领域的1 309条文献为数据来源,采用文献计量分析法,运用CiteSpace V软件进行可视化计量分析。[结果]（1）近20年来我国农村宅基地研究发展脉络历经低位萌芽、中位升温、高位波动、高位繁荣4个阶段,学科交叉性强,发文期刊影响力大,核心作者力量较集中,合作机构分布较广。（2）我国农村宅基地领域的热点关键词主要围绕农村宅基地退出、流转、影响因素、宅基地“三权分置”、乡村振兴、土地利用等展开,关键词聚类分析归纳出4个热门主题,分别为农村宅基地制度演变研究、相关理论研究、具体实践研究和现实困境研究。[结论]时区知识图谱、突现分析明晰出农村宅基地领域的研究前沿态势。未来研究可继续从理论和实践层面着手：跳出“三权分置”权能困境,创新使用权流转模式,开展差异化实践,显化宅基地多元复合功能,迎合乡村振兴发展战略。