体育赞助效果评估

摘要：据普华永道2012年度报告显示,全球体育赞助投入预计在2013年将达到352亿美元,较之2012年上涨5.1%。较于体育赞助市场的蓬勃发展,体育赞助效果的评估方法仍然处于探索阶段。目前广泛应用的评估方法仅是分析赞助信息曝光度对消费者记忆度的影响。然而,消费者接收和认知赞助信息的过程却被完全忽略。为弥补这一研究领域空白,研究采用实验法,利用视线追踪技术分析消费者对赞助刺激的注意力,通过回归模型分析消费者对赞助刺激的认知处理过程。实验结果表明消费者对赞助刺激的注意力是由赞助刺激的摆放位置和影响曝光度的三种因素所决定的;另外,消费者对赞助商的回忆度取决于消费者注意力和品牌熟悉度等因素。因此,赞助商应当首要考虑赞助刺激对消费者注意力的影响。基于本实验结果建立的体育赞助效果评估模型,可以帮助赞助商评估赞助效果和赞助合约价值。     

Thermally multiplexed polymerase chain reaction

Amplification of multiple unique genetic targets using the polymerase chain reaction (PCR) is commonly required in molecular biology laboratories. Such reactions are typically performed either serially or by multiplex PCR. Serial reactions are time consuming, and multiplex PCR, while powerful and widely used, can be prone to amplification bias, PCR drift, and primer-primer interactions. We present a new thermocycling method, termed thermal multiplexing, in which a single heat source is uniformly distributed and selectively modulated for independent temperature control of an array of PCR reactions. Thermal multiplexing allows amplification of multiple targets simultaneously—each reaction segregated and performed at optimal conditions. We demonstrate the method using a microfluidic system consisting of an infrared laser thermocycler, a polymer microchip featuring 1 μl, oil-encapsulated reactions, and closed-loop pulse-width modulation control. Heat transfer modeling is used to characterize thermal performance limitations of the system. We validate the model and perform two reactions simultaneously with widely varying annealing temperatures (48 °C and 68 °C), demonstrating excellent amplification. In addition, to demonstrate microfluidic infrared PCR using clinical specimens, we successfully amplified and detected both influenza A and B from human nasopharyngeal swabs. Thermal multiplexing is scalable and applicable to challenges such as pathogen detection where patients presenting non-specific symptoms need to be efficiently screened across a viral or bacterial panel.     

Undisclosed Flexibility in Computing and Reporting Structural Equation Models in Communication Science

The use of structural equation modeling (SEM) in communication research has become increasingly popular in recent years, with SEM being commonly used as the primary method of data analysis in studies published within the field’s journals. However, despite its widespread use, there are persistent misapplications of SEM in published empirical studies in the communication sciences. Of these types of misuse, the most troubling are those related to the exploitation of flexibilities in data collection and analysis. Given the number of decisions that must be made when analyzing and reporting structural equation models, decisions which often remain undisclosed, the potential for researchers to exploit flexibilities in SEM research is high. To assess the extent of this problem, as well as the more longstanding types of misuse (i.e., omission of information and disclosed “bad practice”) identified by prior studies, we undertake a methodical review of studies employing structural equation modeling within major journals in the field of communication between the years 2007 and 2011. Articles were coded on the characteristics of the sample, characteristics of the model tested, as well as for various potential problems that we defined a priori. The most serious issues are identified, and recommendations for future standards in SEM research are suggested.     

The risks of ‘university speak’: relationship management and identity negotiation by mature students off campus

Research finds that participation in higher education is generally empowering for mature students but that it can also create tensions in their off-campus relationships. This article reports on findings from an ongoing study of the experiences of mature students at university in Ireland and draws from interviews with 15 such students in the final year of their studies. Following similar research by Baxter and Britton in the UK, the article considers how mature students experience and represent changes in identities and social relationships brought about by entry to higher education. Specifically, the article focuses on the risks associated with using newly acquired academic language (or ‘university speak’) off campus. The findings reported here complement existing research and offer support for Baxter and Britton’s suggestion that mature students often experience compartmentalisation and fragmentation in their self-identities.     

Children's literacy interest and its relation to parents’ literacy‐promoting practices

This study examined how children's literacy interests related to parent literacy‐promoting practices across time. Using a sample of 909 preschool‐age children and the newly developed Child Activities Preference Checklist, literacy interest appeared to be a complex construct, not easily captured by a single measure. In a subsample of 230 children with longitudinal data, parent literacy practices and child literacy interests related concurrently and across time. Parent literacy practices were more stable than child literacy interests, with children's literacy interest continuing to develop over the preschool year. Parent practices of exposing children to literacy and teaching them literacy concepts appeared to be distinct constructs. Exposure to literacy was especially important in the growth of literacy interests and the hypothesis that exposure has a negative effect on children with little initial interest was not fully supported.     

Genetic and Environmental Etiologies of the Longitudinal Relations Between Prereading Skills and Reading

The present study explored the environmental and genetic etiologies of the longitudinal relations between prereading skills and reading and spelling. Twin pairs (n = 489) were assessed before kindergarten (M = 4.9 years), post‐first grade (M = 7.4 years), and post‐fourth grade (M = 10.4 years). Genetic influences on five prereading skills (print knowledge, rapid naming, phonological awareness, vocabulary, and verbal memory) were primarily responsible for relations with word reading and spelling. However, relations with post‐fourth‐grade reading comprehension were due to both genetic and shared environmental influences. Genetic and shared environmental influences that were common among the prereading variables covaried with reading and spelling, as did genetic influences unique to verbal memory (only post‐fourth‐grade comprehension), print knowledge, and rapid naming.