Korea out of the closet: effects of gay-themed ads on young Korean consumers

This study examines the effects of gay-themed ads on young Korean consumers. In its evaluation of such ads, the study investigates how attitude toward ads, attitude toward brands, and purchase intention are influenced by gender (male vs. female), tolerance of homosexuality (low vs. high tolerance), and self-construal (independent vs. interdependent self-construal). Findings suggest that a gay-themed ad does not impact how young Korean heterosexual consumers evaluate the ad, the brand, or their purchase intention. Regarding brand evaluation and purchase intention, no statistically significant differences were found between males and females. Concerning a person's tolerance, those with high tolerance tend to evaluate the ads and brands more favorably and have higher purchase intentions than do those with low tolerance. Concerning a person's self-construal – independent versus interdependent – the study found no main effects but did discover interaction effects between gender and self-construal and between tolerance and self-construal. Theoretical and practical implications of this study are discussed.     

The role of self-construal in moderating the advertising repetition effect: evidence from Korea

This study explored the role of self-construal in moderating the effect of same- and varied-ad repetition on consumer response to advertising and brand on the basis of self-construal and encoding variability theory. In the study, subjects primed with independent or interdependent self-construal were exposed to either the same or varied ads. Findings indicate that, for foreground information in ad, independent self-construal subjects elicited more than interdependent self-construal subjects in same-ad repetition whereas there was no difference between independent and interdependent self-construal subjects in varied-ad repetition. However, for background information, interdependent self-construal subjects performed better than independent self-construal subjects in both same- and varied-ad repetition. In the case of brand recall, in varied-ad repetition, interdependent self-construal subjects recalled better than independent self-construal subjects did, whereas there was no difference between interdependent and independent self-construal subjects in same-ad repetition. It was also found interdependent self-construal subjects evaluated the target brand more positively than independent self-construal subjects did in varied-ad repetition. However, there was no difference in brand attitude between independent and interdependent subjects in same-ad repetition.     

The effectiveness of appeals used in Cambodian and Vietnamese magazine ads

In this two-part study, a content analysis of advertisements published in Cambodian and Vietnamese magazines was first conducted to determine the kinds of advertising appeals (functional, individualistic, and collectivistic) that were most frequently employed. The findings indicated that across product types, the Cambodian ads contained more individualistic appeals. The Vietnamese ads, on the other hand, depicted more collectivistic and functional appeals. Next, an experiment was conducted to determine audience response to the use of three appeals in ads that promote four product types (informative, affective, habit-forming, and self-satisfaction). Vietnamese participants responded more positively to functional appeals across product types. They also preferred collectivistic rather than individualistic appeals for ads that promote habit-forming and self-satisfaction products. Cambodian consumers, on the other hand, registered more positive attitudes toward ads with individualistic and functional appeals.     

Search systems and their features: What college students use to find and save information

College students have often been surveyed about their general information seeking behaviors. However, little has been done to explore what specific system features they use to find and save information when they are working on their real-life tasks. In this study, 32 college students were invited to an information interaction lab for a session in which they recalled a recently finished task and worked on a to-be-finished task using a computer in the lab. They were asked to complete questionnaires regarding what systems they used to finish their tasks and what features were helpful for searching and for saving information. Results showed that college students rely more heavily on the Internet sources than on library sources, even for their course related work. The study identified fourteen categories of system features helpful for information search and eight categories helpful for information saving. The findings have implications for designing systems that will better help people accomplish their tasks.     

开设专题讲座 引导大学生进行国学阅读

分析了当代大学生由于缺少必要的国学熏陶,人文基因严重缺失的现状,指出建构当代大学生国学与人生关怀的重要性。高校图书馆应立足本位,开设专题讲座,推介并引导大学生关注国学丰富的思想和人格理想的精神传统,培养战胜挫折的意志品质;锻造高度的责任感和献身精神;把自己培养成具有优秀综合素质的人才。参考文献4。     

Predictors and Consequences of Conversations About Health Promoting Media Messages

Female college students (N=104) in friendship dyads were exposed to radio advertisements promoting the HPV vaccine—narrative or advocacy in format—after which they completed a questionnaire. Half the dyads were instructed to engage in a conversation about the advertisement prior to completing the questionnaire. Analyses showed that interpersonal discussion was related to normative perceptions, attitudes and intentions regarding the vaccine, but only under certain conditions. Conversation partner, conversation valence and positive opinion sharing were related to those outcomes. In a follow-up questionnaire, participants who discussed the ad in the days after exposure reported more positive intention change. Participants with stronger emotional reactions to the ads were more likely to discuss them during this period.     

An Investigation of First- versus Third-Person Risk Narrative Processing Through the Lens of the Heuristic-Systematic Model

This online experiment analyzed the effect of first- versus third-person risk narratives on 235 female college students’ affect, attitudes, risk perceptions and thoughts regarding tanning beds through the lens of the heuristic-systematic model. Participants receiving a third-person narrative reported a greater number of systematic thoughts as compared to those receiving a first-person narrative. Regardless of condition, participants reported significantly more systematic thoughts as compared to heuristic thoughts. Narrative researchers should take note that not all narratives may be processed in a heuristic manner as largely proposed by past research. Future research should delve further into the reasons why third-person messages may be processed higher along the heuristic-systematic continuum.     

强化高校图书馆宣传塑造品牌形象

本文阐述了新世纪高校图书馆的一些读者,特别是教师读者利用图书馆的意识淡薄,不到馆,甚至很少去利用图书馆资源的现象。因此,图书馆必须打破传统的管理服务模式,加强宣传工作,塑造品牌图书馆形象,使更多的人走进图书馆,利用图书馆资源。     

Effects of emotion and product involvement on the experience of repeated commercial viewing

The intensity of the viewing experience people have while watching television was expected to enhance recall of commercials and also to render commercials less vulnerable to negative attitude change over multiple exposures. The effects of two variables, commercial induced emotion and product involvement, were tested in an experiment where people watched one hour of programming and embedded commercials on four consecutive days. Testing occurred after the fourth session; ads were repeated from two to 12 times during this time period. Broadly stated, findings indicate that emotional appeals and product involvement have favorable effects on brand name recall, attitudes, and purchase intention. Results are discussed with regard to their managerial and social implications.     

Harmony,Hierarchy and Conservatism: A Cross-Cultural Comparison of Confucian Values in China,Korea, Japan,and Taiwan

This study examined 1,631 college students’ endorsement of traditional Confucian values in four East Asian cultural contexts (i.e., China, Korea, Japan and Taiwan). Findings showed that young people endorsed values of interpersonal harmony the most, followed by the relational hierarchy and traditional conservatism respectively. Results also indicated that participants in China provided the highest ratings for interpersonal harmony and relational hierarchy among the four cultures. Finally, results demonstrated that Japanese females were more conservative than Japanese males and females in China and Taiwan. Results were discussed in the philosophical tradition of Confucianism, globalization and culture change in the East Asian cultures.     

突发公共卫生事件情境下大学生的信息需求及满足程度

[目的/意义] 探讨在突发公共卫生事件情境下，大学生的信息需求有何变化、不同信息需求类型的重要程度及其被满足的程度（以下简称"满足度"），揭示满足度高和低的信息特征。[方法/过程] 首先通过初步调查，识别在突发公共卫生事件情境下大学生的信息需求类型，包括与疾病相关、自身相关、社会相关和学校相关的信息。基于此开展问卷调查，收集556份有效问卷，厘清各层面信息需求所包含的类别。[结果/结论] 研究发现，面对突发公共卫生事件，大学生优先需要的信息主要涉及疾病的预防治疗和发展、政府应对措施、事件对学习生活的影响；满足度高的信息类型具有数据量化、流程清晰、表述明确、信息源权威、采用声像信息源等特征；满足度低的信息类型多具有不确定性、影响因素复杂、信息笼统、缺乏权威信息源等特征。研究结果一方面有助于在突发公共卫生事件情境下更好地为大学生提供更为精准的信息服务；另一方面，也可为政府在疫情信息管理和发布上提供参考，更好地满足大学生的信息需求。     

突发公共卫生事件情境下大学生的信息需求及满足程度

[目的/意义] 探讨在突发公共卫生事件情境下，大学生的信息需求有何变化、不同信息需求类型的重要程度及其被满足的程度（以下简称"满足度"），揭示满足度高和低的信息特征。[方法/过程] 首先通过初步调查，识别在突发公共卫生事件情境下大学生的信息需求类型，包括与疾病相关、自身相关、社会相关和学校相关的信息。基于此开展问卷调查，收集556份有效问卷，厘清各层面信息需求所包含的类别。[结果/结论] 研究发现，面对突发公共卫生事件，大学生优先需要的信息主要涉及疾病的预防治疗和发展、政府应对措施、事件对学习生活的影响；满足度高的信息类型具有数据量化、流程清晰、表述明确、信息源权威、采用声像信息源等特征；满足度低的信息类型多具有不确定性、影响因素复杂、信息笼统、缺乏权威信息源等特征。研究结果一方面有助于在突发公共卫生事件情境下更好地为大学生提供更为精准的信息服务；另一方面，也可为政府在疫情信息管理和发布上提供参考，更好地满足大学生的信息需求。     

Exploring the communicative nature of corporal punishment

Extensive research in sociology and psychology suggests that corporal punishment of children is a serious problem because it increases the risk of physical and psychological harm. In the present study we utilized a recently developed communication framework to investigate corporal punishment. We derived two hypotheses and conducted a study of 178 college students. Following established procedures, we asked respondents to report about corporal punishment during a period of their youth. Participants rated each parent and themselves on aggressive communication measures. They also rated themselves on assault tendencies, anger, self‐esteem, and intentions to use corporal punishment. Support for our two hypotheses revealed that when participants recalled receiving higher levels of corporal punishment they perceived their parents to be higher in verbal aggressiveness. Furthermore, they reported being higher in assault tendencies, anger, and intentions to use corporal punishment with their children.     

A Target’s Perspective: Verbal Aggressiveness,Coping Strategies,and Relational Harm

A total of 361 college students recalled situations when they were the targets of verbally aggressive messages. Results indicated that message source predicted perceived relational harm better than the trait variable of verbal aggressiveness. Greater relational harm was perceived from romantic partners and short-term acquaintances. Males were higher in verbal aggressiveness. Targets’ levels of trait verbal destructiveness predicted which coping strategy each reported, and which coping strategy they chose predicted perceived relational harm.     

CULTURAL DIFFERENCES IN LISTENING STYLE PREFERENCES: A COMPARISON OF YOUNG ADULTS IN GERMANY, ISRAEL, AND THE UNITED STATES

Do the listening styles preferred by young adults in Germany,Israel, and the USA differ significantly? In order to addressthis question, college students in all three countries completedversions of the Listening Styles Profile (LSP; Watson et al.1995) presented in their native languages. Factor analysis revealedfour predominant constructs underlying the LSP, which were designatedas people, action, content, and time listening styles. Comparisonsbetween the three cultures revealed distinctively differentpatterns of listening style preferences, with Germans preferringthe action style, Israelis endorsing the content style, andAmericans favoring both the people and time styles.     

便利还是无奈——大学生利用网络促进人际交流的思考

本文通过对中西方有关传播思想史及有关人际交往理论的寿辨,基于笔者的个人体验和对周边生活的观察分析,在网络时代的背景下,提出这样一个假设 如今的大学生利用阿结进行的交流路显无奈,也就是说,科学技术所提供的便利的交流平台,沟通渠道,对于大学生进行人际交往曲实质性帮助并没有想象中那么大。目的在于探明网络对于大学生人际交往施加的真实影响,希望能对大学生的人际交往有所启迪。     

Radio's Clutter Conundrum: Better Memory for Ads,Worse Attitudes Toward Stations

An experiment examined effects of increasing the number of advertising pods in radio. With the number of commercials kept constant, participants heard ads in 1 or 3 pods. Those exposed to the cluttered condition (i.e., 3 pods) reported the ads as more excessive and the commercial breaks more disruptive than those exposed to 1 pod. Clutter participants self-reported greater irritation than those hearing only 1 pod. This was supported by more frequent skin conductance responses in the clutter condition. However, other physiological measures suggested more cognitive resources were applied during the cluttered condition. Free recall and recognition were greater in the cluttered condition, although the latter not significantly so. Results are discussed in terms of the trade-offs management must make in deciding how to schedule advertising breaks in today's competitive radio marketplace.     

College Students' Sexual Health: Investigating the Role of Peer Communication

This study used the Theory of Planned Behavior as a guide to investigate college students' discussions with their peers about sexual health-related topics. Two hundred thirty-one undergraduates from a large university completed a questionnaire that assessed their comfort level discussing sexual health-related issues, the topics discussed, and the sex of the discussion partners. Some of the topics most frequently discussed included birth control, condoms, sexually transmitted diseases, and resources. Although a majority of the participants felt comfortable talking with both males and females, participants felt more comfortable discussing with their own gender than the opposite gender, and were in general more comfortable talking with females than males. Results showed that most students felt comfortable discussing sexual health-related topics with their peers, with females reporting a slightly higher comfort level than males.