Subjects: Statistics >> Social Statistics submitted time 2023-12-03 Cooperative journals: 《中国科学院院刊》
MA Weiqiang
MA Yaoming
XIE Zhipeng
CHEN Xuelong
WANG Binbin
HAN Cunbo
LI Maoshan
ZHONG Lei
SUN Fanglin
WANG Zhongyan
XI Zhenhua
LIU Lian
MA Bin
HU Wei
Abstract： The Himalayan region, represented by Mount Qomolangma, is not only a typical area where special atmospheric processes on the Tibetan Plateau (TP) are concentrated, but also an important research area for climate, ecology, and environmental changes. The Qomolangma Station for Atmospheric and Environmental Observation and Research, Chinese Academy of Sciences (abbreviated as QOMS) is located in the core area of Mount Qomolangma National Nature Reserve. It is dedicated to studying the complex terrain mountain atmospheric processes and environmental changes of the Third Pole of the Earth, focusing on the land-atmosphere interaction process on the TP under the background of climate change. Based on long-term positioning monitoring and field scientific observations of surface, atmosphere, environment, glaciers, ecology, and geophysical processes, a comprehensive land-atmosphere interaction observation system over the TP represented by QOMS has been developed and designed. Key parameters of surface features that influence the material and energy exchange between land and atmosphere in this region have been identified. The interaction processes between complex mountainous terrain of the plateau and the westerly large-scale atmospheric circulation and its impact on the development of the atmospheric boundary layer have been revealed. Remote sensing inversion algorithms and parameterization schemes for estimating surface energy fluxes in the region have been developed and verified, and a theory of pointface combination for satellite remote sensing inversion of complex land surface water and heat flux on the TP has been established. The establishment of the multi-time and space, multi-means, high-precision, and multi-element integrated observation platform has significantly improved the meteorological observation capabilities of the TP, especially in the Qomolangma region. It not only provides basic data for in-depth systematized research on the Earth system of the TP, but also makes up for long-term observation deficiencies on the plateau and has made QOMS an irreplaceable base for global Earth system science research in the Himalayan region, providing a support platform for understanding the role of the TP in global change and its response to global change.
Subjects: Other Disciplines >> Synthetic discipline submitted time 2023-10-09 Cooperative journals: 《心理科学进展》
Abstract： Sexiness refers to an individual's outward sexual charm or inner sexual attractiveness that is able to attract attention and induce sexual thoughts in others. As one of the most important forms of advertising, sexual advertisements trigger consumers' sexual associations, emotions, or impulses by incorporating sexual content to promote brands and products. With the development of technology and the economy, the construct of sexual advertisements has become more complicated. New market trends such as “de-sexualization”, “sexual innuendo” and “over-sexualization” have emerged. However, existing theories regarding sexual advertisements cannot meet the needs of the rapidly growing market. Scholars have not yet reached a consensus on the classification of sexual advertisement. In addition, there are many contradictions in the theory and practice of the sexy effect in marketing, accompanied by a fragmented distribution of research fields. Drawing on studies from psychology, sociology, management, and other fields, this paper reviews the categories, effects, mechanisms and boundaries of sexual advertisements. This paper comprehensively and systematically studies sexual advertisements to provide a reference for both scholars and practitioners alike. First, this paper classifies sexual advertisements based on three aspects: direct representation, indirect representation, and social relationship representation. We found that sexual advertisements with direct representation may be perceived as immoral by consumers. And indirect representation may be difficult to perceive. Besides, sexual advertisements of social relationship representation can signal social connection and emotion, which can be utilized by the brands. Compared to direct and indirect represented sexual advertisements, the form of social relationship representation is more easily accepted by consumers. That's why sexual advertisements of social relationship representation are becoming more and more common in recent years. Second, sexual advertisements are a powerful tool in marketing, but it is also a double-edged sword. On the one hand, sexual advertisements meet consumers' compensatory needs by attracting their attention, enhancing their positive attitudes, and promoting manufacturers to realize their marketing goals. On the other hand, advertisements that are focused excessively on sexual content may result in attention loss for the brand. In this case, sexual content may be counterproductive to the brand's long-term image. Direct sexual arousing advertisements and excessive sexual innuendo are easily perceived by consumers as lacking morality, and more importantly, carry certain legal risks. Finally, sexual advertisements influence consumers' perceptions in different ways. The explanatory mechanism of sexual advertisement has shifted from consumer cognition and physiological impulses to social benefits. This paper specifically explores the mediating mechanism of the effect of sexual advertisements from four aspects, including consumer cognition, physiological motivation, sexual self-schema and social presence. The study shows that sexual advertisements can evoke consumers' sexual thoughts and change their attitudes toward the advertised brands. However, these effects vary in different contexts. Accordingly, different product types, advertising contexts and individual traits also have an impact on the boundaries of the effects of sexual advertisements.As a whole, the concept of sexiness has gone through dramatic changes in recent years. Specifically, consumers are more open towards sexiness due to the changes in social trends and regulations, and the rising social status of women. In addition, the introduction of sub-cultural elements such as anime and manga has enriched the definition of sexiness. In the future, we can focus on these newly-emerged types of sexual advertisements. Moreover, the psychological and social mechanism and moderating effect of sexual advertisements can also be explored in future research. For example, future researchers may pay attention to the perceptual differences in sexiness under different cultural contexts. They may also focus on other interaction effects that could arouse sexual impulses, for example, specific colors and color saturation in advertisements. Also, future research can also explore new channels of sexy content, including AR and VR, etc.
Subjects: Psychology >> Management Psychology submitted time 2023-06-15
Abstract： Imbuing sexual content in advertising is a commonly used brand strategy. The forms of sexy marketing have become increasingly complex with the advancement of technology. Existing studies often equate sexiness solely with sexual mentality, and the sexiness-related literature is scattered across fields such as physiology, sociology, and psychology, with no systematic framework The contribution of our paper is three-fold: first, we provide a comprehensive theoretical framework of sexual advertisements includes the definition and classification of sexual advertisements, as well as the positive and negative effects that follow; second, the psychological mechanisms including consumer cognition, physiological motivation, sexual self-schema, and social presence are also addressed in our framework; third, we conclude that the effect of sexual advertisements is moderated by product type, advertising context, and individual traits. This paper provides theoretical value to marketing scholars, as well as practical value to brands that intend to grow through sexual advertisements.
Subjects: Materials Science >> Materials Science (General) submitted time 2023-03-31 Cooperative journals: 《材料研究学报》
Abstract： Anti-static zirconia ceramic with perfect mechanical properties was prepared by carburization treatment method. The influence of carburization temperature and time on the surface resistivity and Vickers hardness was investigated. It shows that after carburization the surface resistivity was decreased, while Vickers hardness was enhanced for the ZrO2 ceramics. After carburization at 1450℃ for 3 h, the surface resistivity of ZrO2 ceramic could be reduced to 107 W/□ and Vickers hardness could be enhanced slightly to 14 GPa; the surface modification layer was about 3 μm in thickness; and of which the carbon content deceased from the surface towards the inner. It was verified by XPS that carbon in the inner portion of carburization layer existed as elemental status, while on the surface layer as element C and carbide ZrC0.85, which might facilitate the anti-static property of the ZrO2 ceramics.
Subjects: Psychology >> Developmental Psychology submitted time 2023-03-28 Cooperative journals: 《心理科学进展》
Abstract： For many consumers, product face is an important factor that determines their evaluation and purchase decision. Up till now, many researchers believe that negative product facial expressions (e.g anger) are negatively related to customer attitude and behavior. But in reality, negative faces are also related to coolness and competence. Up till now, researches regarding the paradoxical effect of anthropomorphized product expression remain scarce, and the existing work on social communication cannot be used to explain personified products without adaptation and testing. Based on this research gap, 3 questions remain unsolved: how does product facial expression influence consumer behavior; what is the psychological mechanism behind such effect; will product type and consumer characteristics influence consumer perception of product facial expression? The answers to these questions can be used to expand the theory of personification in marketing, and to guide product managers in choosing the most appropriate design for their products.
Subjects: Psychology >> Social Psychology submitted time 2023-03-28 Cooperative journals: 《心理科学进展》
Abstract： The visual design of texts and wordmarks plays an important part in marketing communication. It directly affects consumers' first impression of the brand. The importance of text is not only reflected in the readability of the content, but also in consumers’ perception and response. Despite the importance of typefaces, surprisingly little research is done on this topic. Existing literature is largely scattered in different fields such as linguistics, design and psychology. There exists conflicting conclusions which lack the support of integrated framework. The current review thus attempts to fill in this gap by providing a systematic framework of the typeface effect. In the first part of this paper, the literature regarding the categorization and definition of typefaces were collected. In the second part, the influence of typefaces on consumer perception and behavior, as well as the three major psychological mechanisms of the typeface effect, namely, appropriateness, perceptual memory and perception of human presence was emphasized in the paper. In addition, the problem of how typefaces are regulated by consumer characteristics, product types, and external environment were discussed by us. Last but not least, the insight into the theoretical and managerial value of typefaces in marketing, and also the potential topics for future studies were provided at the end of the paper.
Subjects: Psychology >> Social Psychology submitted time 2023-03-27 Cooperative journals: 《心理学报》
Abstract： Although there are many studies focusing on competitive advertising, brand advertising, category advertising, advertising clutter, and advertising interference, there has been little research focusing on strong brands competition. The extent literature focuses on Product Crisis Spillover Effect, Umbrella Branding Spillover Effect, Advertising Spillover Effect, and Corporate Social Responsibility Reputation Spillover Effect. However, what is the spillover effect for competition taking place among strong brands on weak brands? What will happen to the weak brands when two strong brands competing in the same category? Is it explained by the spillover effect theory? And what is the mechanism? These are a series of interesting questions that have both theoretical and practical value. A total of 855 college students (mean age = 22.6 years, SD = 3.4 years) participated in the experiments. First, advertising repetition and advertising length were used as the stimuli indicating competition strength, and perceived competition was used to represent competition strength. Then, the following focus question was investigated: will there be spillover effect on weak brands when two strong brands competing in the same category? Finally, the moderating role of product involvement and product attribute similarity for the main effect was tested. Experimental methods were adopted in these studies and fictitious brands were used to test the research hypotheses.The results of the present study indicates that, advertising repetition is closely related to perceived competition, and the more repetitions of two brand advertisements, the higher the competition level perceived by the subjects is, which indicated that advertising repetition can be used as a specific means of operating the advertising competition. However, the advertisement length has no effect on the perceived competition. Strong brand advertising competition has a spillover effect on weak brands. With the increase in the competition strength of strong brand advertising, the spillover effect on weak brands has also increased accordingly. The degree of product involvement and similarity of product attributes have a moderating effect on the main effect, and the lower product involvement and the higher similarity of product attributes tended to produce the greater spillover effect.The current study enriches the existing spillover theory and discovered the spillover effect of strong brand advertising competition within the same category on weak brands for the first time. At the same time, the study found that the product involvement and product attribute similarities have a moderating effect on the spillover effect. The conclusions of the research can be used to guide advertising practice and brand owners and market managers in different market positions.
Subjects: Psychology >> Management Psychology submitted time 2020-12-05
Abstract： The visual design of texts and wordmarks plays an important part in marketing communication. It directly affects consumers first impression of the brand. The importance of text is not only reflected in the readability of the content, but also in consumers perception and response. Despite the importance of typefaces, surprisingly little research is done on this topic. Existing literature is largely scattered in different fields such as linguistics, design and psychology. There exists conflicting conclusions which lack the support of integrated framework. The current review thus attempts to fill in this gap by providing a systematic framework of the typeface effect. In the first part of this paper, we collected literature regarding the categorization and definition of typefaces. In the second part, we focused on the influence of typefaces on consumer perception and behavior, as well as the three major psychological mechanisms of the typeface effect, namely, appropriateness, perceptual memory and perception of human presence. In addition, we discussed how typefaces are regulated by consumer characteristics, product types, and external environment. Last but not least, we provided insight into the theoretical and managerial value of typefaces in marketing, and also the potential topics for future studies. " " " "
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