DMT调制技术及其比特分配研究

本文介绍了离散多音频调制技术的基本原理和实现方法，详细了ＤＭＴ调制技术中的比特分配，并给出计算机仿真实验结果。     

Extending the Theory of Planned Behavior to examine the role of anticipated negative emotions on channel intention: The case of an embarrassing product

The Theory of Planned Behavior (TPB) is successful in predicting consumer intentions for a wide variety of products and behaviors. However, little is known about how effective the TPB is when the behavior under study is embarrassing. To this end, this paper extends the TPB to create a conceptual model to examine the role of anticipated negative emotions on channel intention. An empirical study was conducted whereby the model was tested using survey data on the purchase of Regaine (a hair loss product that is embarrassing to buy) in Boots (a well-known UK multichannel drugstore). The embarrassing nature of Regaine created differences in the importance that emotions played when consumers intend to purchase using face-to-face channels (such as the physical drugstore) as against multichannel options or the internet. The results were analyzed using partial least squares structural equation modelling (PLS-SEM). The effectiveness of the TPB was improved. The variance explained (R² to intention) was 0.44% for the total sample, 49% for the drugstore, 58.4% for the internet, and 42.5% for multichannel.     

Fast food,ads, and taste in a Russian child’s mind

Research demonstrates that brands can influence children’s food preferences and potentially contribute to unhealthy consumption patterns. This article extends this line of research by investigating the complex and interacting effects of food brand marketing on experienced taste. The empirical field in a remote Russian town enabled the assessment of branding effects when entering a newly established market. Examining the combination of various advertisement features with emotional brand elicitation, we derive hypotheses about the interplay of brands and advertisement components linked to the perceived taste of a fast food meal. In Novosibirsk, Russia, 778 children and adolescents aged 10–18 years were exposed to fast food advertisements with real and imaginary brand logos and varying advertising claims. The advertisements consisted of a warning, an exaggerated credence claim, or both. A subsequently offered fast food meal—a portion of French fries—was experimentally varied and prepared to be either healthier but less tasty and unsalted, or less healthy but tastier and salted. The findings verify strong and positive brand effects on children’s taste satisfaction. Warnings in advertisements “worked” only for novel fast food brands by negatively affecting taste satisfaction, but increased taste satisfaction when applied in advertisements for established brands. Single credence claims did not improve the taste experience, but counteracted the negative effects of warnings for novel brands. Finally, the established brand influenced taste satisfaction positively when the fries were saltier. The findings reveal various opportunities for fast food marketing to artificially create taste satisfaction for potentially unhealthy food. Public health strategies that focus on advertising claim restrictions should be reconsidered in the context of possible evasion strategies of the food industry and counter‐effects of warnings among strong fast food brands.     

The role of emotions in shaping purchase intentions for innovations using emerging technologies: A scenario‐based investigation in the context of nanotechnology

Although emotions may not play a major role as antecedents of consumers′ innovation acceptance, this study proposes that attitude formation works differently in the context of emerging technologies because of their high levels of uncertainty. To investigate the role of emotions in shaping intentions to adopt innovations using emerging technologies, the conceptual model developed in this study integrates cognitive (risks and benefits) and emotional (optimism and worry) elements. A scenario‐based study employing 731 participants tests the model across three nanotechnology‐based product innovations that differ in terms of product category risk. The results of a mediated moderation model show that emotions do play a key mediating role in explaining purchase intentions. Although the study supports the conceptual model regardless of the level of product‐related risk, it finds risk‐related differences in the strength and level of the mediational links. By unveiling the role of emotions in emerging technology contexts, this study has important implications not only for innovation management but also for regulating institutions and public policymakers.     

畅销书籍装帧中的版式设计探折

畅销书籍装帧中的版式设计，是作者与读者之间的最直观接触。版式设计要求书籍风格和书籍内容相吻合、呼应，才能更好地体现出这本书的内容与价值。在版式设计中把自己的想法和情感表达在设计当中。从而将书籍的内容与设计的情感融合在一起，增加文化内涵。     

Managing the Real Estate Salesforce Through Career Stages

Rcsearchers have identified four career stages hat employees pass through: exploration, establishmcnt, maintenance, and disengagcrnent. This study explored the impact of real estate salespeople's career stages on attitudes toward their jobs and perfor- mance. The sample consisted of 241 full-time real estate salespeople in Missouri. The results of this study showed that Ule lowest levels of organizational commitment, job involvement, perceived job chal- lenge, and job satisfaction were found for real estate salespeople in the exploration stage and the disengagement stage of their careers. Real estate salespeople in the exploration stage had lower job perfor- mance than did real estate salespeople in the other career stages. Suggestions for motivating salespeople in a service industry are provided.     

‘We (don’t) know how you feel’ – a comparative study of automated vs. manual analysis of social media conversations

Abstract

The ever-growing volume of brand-related conversations on social media platforms has captivated the attention of academics and practitioners, as the analysis of those conversations promises to offer unparalleled insight into consumers’ emotions. This article takes a step back from the hype, and investigates the vulnerabilities related to the analysis of social media data concerning consumers’ sentiment. A review of the literature indicates that the form, focus, source and context of the communication may negatively impact on the analyst’s ability to identify sentiment polarity and emotional state. Likewise, the selection of analytical tool, the creation of codes, and the classification of the data, adversely affect the researcher’s ability to accurately assess the sentiment expressed in a social media conversation. Our study of Twitter conversations about coffee shows low levels of agreement between manual and automated analysis, which is of grave concern given the popularity of the latter in consumer research.     

Neighborhood effects and trial on the internet: Evidence from online grocery retailing

For traditional retailers the customer pool is largely bounded in space, whereas an Internet retailer can obtain customers from a wide geographical area. We examine customer trials at Netgrocer.com, and drawing on studies in marketing and economics conjecture that exposure spatially to proximate others (through direct social interaction or observation), can influence decisions of those who have yet to try. Trials arise from utility-maximizing behavior and the model is estimated as a discrete time hazard. The data span: (1) 29,701 residential zip codes, (2) 45 months of transactions since inception, and (3) zip code contiguity relationships. The estimated neighborhood effect is significantly positive and economically meaningful.

Following the breadcrumbs: An analysis of online product review characteristics by online shoppers

Consumer-generated product reviews are a driving force behind online purchases; at the same time, unfavorable reviews can discourage interested online shoppers and eventually hurt the brand. The objective of this exploratory study was to analyze a diverse range of characteristics and the valence of online product reviews that would aid in responding to customer dissatisfaction. Product reviews (N = 1982) from Amazon.com were collected and content analyzed. Some of the key findings include the following: (a) price was the most commonly discussed product feature; (b) online shoppers found two-sided reviews to be most informative, contradicting the commonly held assumption that negative reviews were more informative and diagnostic in nature; and (c) ‘no action’ was the most common end action across two-sided and negative reviews, indicating that varying levels of dissatisfaction might not always lead to a negative end action. Implications for marketers are discussed.     

Social distance,heterogeneity and social interactions

A crucial ingredient in social interaction models is the structure of peer groups, which link individuals with similar characteristics. We propose and study a dynamic binary choice model with social interactions in which heterogeneity of peer group effects is modeled introducing diversity in individual characteristics and linking pairwise influences to a social distance between individuals. Our framework allows for mimetic as well as anti-mimetic interactions and a heterogeneous structure of peer groups across individuals. Dynamic equilibria are studied in the limit when the number of agents is large. We show that the model exhibits multiple equilibria resulting from conflicts between various group pressures the individuals are subjected to. We study in particular the correlation in the population at equilibrium between the characteristics of the agents and their decisions: this quantity has an interesting empirical interpretation and solves a simple analytical equation when the number of agents is large. Finally we discuss the empirical content of the model and present a consistent estimator for the parameter describing which is consistent for any typical population regardless of the structure of individual characteristics.