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 moderating role of cultural orientation in explaining temporal orientation of self-referencing

A psychological process called self-referencing justifies the use of ‘you’ statements in advertisements; the more an individual relates an ad to him/herself, the greater the likelihood of recall and favorable evaluation. Self-referencing can be differentiated based on the temporal dimension of the self being activated while processing advertisements: when people remember themselves in the past they engage in retrospective self-referencing whereas they engage in anticipatory self-referencing when imagining themselves in the future. The current study examined the moderating role of consumers’ cultural background (i.e. long-term vs. short-term orientation) on the effects of temporal orientation of self-referencing. A corollary of this premise is that the match between cultural time orientation and the type of self-referencing activated by an ad will increase the extent of viewers’ self-referencing as well as advertising effectiveness. Further, this study confirmed a mediating role of self-referencing in explaining the match effects. The findings inform the extant literature on self-referencing and also provide managerial implications for international advertising practitioners.     

抑制机制发展:认知发展研究的新视野

过去的认知和认知发展研究偏重于对激活过程的考察，随着当前认知科学和神经科学的进一步发展，从新的角度在更高的层次重新触发了人们对认知抑制及其发展机制的兴趣，使之成为国际认知和认知发展领域正在迅速崛起的一个重要课题。从无意向抑制和有意抑制两个方面的介绍可了解认知和认知发展领域近期关于抑制及其发展研究的状况和进展。     

Uses and Gratifications,Journalists’ Twitter Use,and Relational Satisfaction with the Public

This study employed the uses and gratification approach to investigate how journalists perceive relational satisfaction with the public on Twitter, specifically the associations between journalists’ motivations to use Twitter, their Twitter use, and their relational satisfaction with the public. Through a survey of South Korean journalists, this study revealed that journalists’ motivations for Twitter use are positively related to their job-related activities on Twitter (e.g., posting/sharing their news and interacting with audience), which consequently influences perceived relational satisfaction with the public. The findings provide new insight into an increasingly important part of the public’s engagement and news/information flows in the digital media environment. This study expands upon the literature by analyzing how journalists’ motivations for using Twitter and their job-related activities on Twitter are associated with relational satisfaction with the public.     

Scientific communication – on the brink of the next evolution?

Key points

• Publishing is fixated on the format of the scholarly article, and this is stifling innovation.
• Content should be presented in a way that adapts dynamically to the reader's needs.
• A lot of interdisciplinary research is needed to transform reading, writing, and publishing processes.

     

Social Media Type Matters: Investigating the Relationship Between Motivation and Online Social Network Heterogeneity

This study investigated relationships between social media motivation, relative preferences for social media type, and network heterogeneity, using a U.S. national survey. By classifying social media into the symmetrical and the asymmetrical, we showed that relationship motivation was more likely to be associated with a preference for the symmetrical type, whereas information motivation with a preference for the asymmetrical. Network heterogeneity was positively predicted by relationship motivation but not by information motivation. Finally, a relative preference for the symmetrical type was found to mediate the association between relationship motivation and network heterogeneity.     

The “sacred” standing for the “fallen” spirits: Yasukuni Shrine and memory of war

This essay examines the rhetoric/politics of Yasukuni Shrine as an experiential memory-scape, a material and discursive ground to frame and enact banal patriotism and militant nationalism. As a powerful mnemonic and rhetorical institution, Yasukuni Shrine (re)produces a nationalistic narrative and identity by (con)fusing natural feelings of individual grief and cultural tradition of commemoration with national heritage of banal patriotism. By (con)fusing what is “particular” and “universal,” Yasukuni Shrine establishes its rhetorical ground to justify a “banal” sense of patriotism that slips into the “ordinary yet honorable” fervor of militant nationalism, while effectively evading its moral/ethical reflexivity.     

职业学校教学改革问题探析

我国中等职业学校教学改革虽然进行了不少探索，取得了一些成绩，但仍存在一些问题，本对当职业学校教学改革的现状，问题进行了调查分析，并进一步阐述了产生这些问题的原因。