Advertising images among Hong Kong Chinese: Use of individual modernity and western orientation clusters in determining market segmentation∗

Advertising is a highly visible force in Hong Kong society. Within this diverse environment, media organizations and marketers attempt to define target markets (market segmentation) composed of persons who are most likely to be influenced by their marketing and advertising efforts. This research, based on a 1,019 sample face‐to‐face intercept survey, segments the market based on measures of self‐ascribed individual modernity and individual traditionalism and Chinese and Western value orientation. The scales are statistically analysed by cluster analysis, to place each respondent into clusters. The segmentation scheme viability is analysed in relation to media consumption and attitudes about specific advertising issues in six areas: 1. consumer benefits and economic force; 2. credibility; 3. entertainment value; 4. social force; 5. manipulation and motivation; and 6. repetition. The segmentation of individual modernity/traditionalism and Chinese/Western orientation provides greater differentiation than age, gender, income, education or place of residence.     

Differentiation and social segregation of UK higher education, 1996–2010

Policies to expand higher education (HE) in the UK have emphasised the importance of widening participation by under-represented groups. However, the attention has shifted from who participates in HE (and who does not) to the different institutions attended by students from different backgrounds. Researchers have typically investigated this issue by comparing rates of entry to different types of university. This paper proposes an alternative approach; it uses concepts of social segregation, hitherto applied mainly to secondary schools, to analyse UCAS data on the social and demographic characteristics of entrants to HE. It estimates indices of segregation between HE institutions, and between subject areas within institutions, for selected cohorts of entrants to full-time undergraduate courses between 1996 and 2010. Levels of segregation during this period have been relatively high in relation to ethnicity and independent schooling, lower in relation to age and lowest in relation to gender, disability and social class. Most indices show stability over time, with a decline in the segregation of non-white ethnic groups and a small increase in segregation of independent school students. Levels of segregation differ across the four UK home countries, and tend to be highest in England.     

Mastery Motivation in Children with Intellectual Disability: Is there Evidence for a Down Syndrome Behavioural Phenotype?

The main purpose of the current study was to provide empirical evidence to support or refute assumptions of phenotypic deficits in motivation for children with Down syndrome (DS). Children with moderate intellectual disability (MID) associated with etiologies other than DS were recruited in an extension of a previous study that involved children with DS and typically developing children. The participants were 29 children with MID and 33 children with DS who were matched on mental age to 33 typically developing children, aged 3–8 years. Mastery motivation was assessed on task measures of curiosity, preference for challenge and persistence, as well as parental reports. There were no significant group differences on the mastery motivation tasks. Parental ratings of mastery motivation differed, with typically developing children generally being rated more highly than each of the disability groups. The view that motivational deficits are part of the DS behavioural phenotype was not supported.     

Metacognition and EFL/ESL reading

Several distinct research streams are converging in the field of foreign or second language reading in the U.S. Separate research streams in metacognition, in reading strategies, and in the training of reading strategies are converging in the field of English as a foreign or second language. This confluence of research is dramatically impacting the teaching of English to adult non-native speakers for academic purposes. In this article we will briefly review these distinct research streams for their relevance to the population in question, and will then describe the research design for an empirical study we are currently conducting to further investigate the efficacy of metacognitive strategy training for adult EFL/ESL reading.     

Correlates of the concept assessment kit-conservation for educable mentally retarded children

The relations of the CAK-C to the Stanford-Binet and the WRAT were explored for a sample of 155 educable mentally retarded children. Correlational analyses indicated that: (a) The CAK-C is more closely related to MA than to either CA or IQ. (b) Both Reading and Arithmetic are more closely related to MA than to the CAK-C. The results support the position that Piagetian intelligence is somewhat distinct from psychometric intelligence, but suggest that the latter is the better predictor of academic achievement.