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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。 相似文献
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Christopher R. Phaneuf Nikita Pak D. Curtis Saunders Gregory L. Holst Joav Birjiniuk Nikita Nagpal Stephen Culpepper Emily Popler Andi L. Shane Robert Jerris Craig R. Forest 《Biomicrofluidics》2015,9(4)
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. 相似文献
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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. 相似文献
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Christopher Emdin 《Educational Philosophy and Theory》2020,52(9):947-960
AbstractThis article explores the dynamic between Black youth and their teachers through an exploration of an approach to teaching and learning embedded in the complex cultural knowledge(s) of this population. It interrogates the concepts of ratchedemics and reality pedagogy as both philosophy and practice for moving past the framing of particular populations as dystopian and non-academic in the pursuit of the mirage of urban educational utopia. 相似文献
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Effective Early Literacy Skill Development for Young Spanish-Speaking English Language Learners: An Experimental Study of Two Methods 总被引:1,自引:0,他引:1
Ninety-four Spanish-speaking preschoolers ( M age = 54.51 months, SD = 4.72; 43 girls) were randomly assigned to receive the High/Scope Curriculum (control n = 32) or the Literacy Express Preschool Curriculum in English-only ( n = 31) or initially in Spanish transitioning to English ( n = 31). Children's emergent literacy skills were assessed before and after the intervention in Spanish and English. Children in the English-only and transitional groups made significant gains in their emergent literacy skills in both Spanish and English compared to the control group, The English-only and transitional models were equally effective for English language outcomes, but for Spanish-language outcomes, only the transitional model was effective. The results suggest that a targeted early literacy intervention can improve Spanish-speaking preschoolers' preliteracy skills. 相似文献
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