Intergroup interactions in Tibetan macaques at Mt. Emei, China

Data on intergroup-interactions (I-I) were collected in 5 seasonally provisioned groups (A, B, D, D-1, and E) of Tibetan macaques (Macaca Thibetana) at Mt. Emei in three 70-day periods between 1991 April-June (P1), September-November (P2), December-1992 February (P3). The I-I were categorized as forewarning made by high-ranking males (including Branch Shaking and/or Loud Calls), long-distance interactions in space (specified by changes in their foraging movements), and close encounters (with Affinitive Behavior, Male's Herding Female, Sexual Interaction, Severe Conflict, Adult Male-male Conflict, Opportunistic Advance and Retreat, etc. performed by different age-sex classes). From periods Fl to P3, the I-I rate decreased with reduction in population density as a positive correlate of food clumpedness or the number of potential feeders along a pedestrian trail. On the other hand, from the birth season (BS, represented by P1 and P3) to the mating season (MS, represented by P2) the dominance relation between groups, which produced a winner and a loser in the encounters, became obscure; the proportion of close encounters in the I-I increased; the asymmetry (local groups over intruders) of forewarning signals disappeared; the rate of branch shaking decreased; and sometimes intergroup cohesion appeared. Considering that sexual interactions also occurred between the encountering groups, above changes in intergroup behaviors may be explained with a model of the way in which the competition for food (exclusion) and the sexual attractiveness between opposite sexes were in a dynamic equilibrium among the groups, with the former outweighing the latter in the BS, and conversely in the MS. Females made 93% of severe conflicts, which occurred in 18% of close encounters. Groups fissioned in the recent past shared the same home range, and showed the highest hostility to each other by females. In conspicuous contrast with females' great interest in intergroup food/range competition, adult male-male conflicts that were normally without body contact occurred in 66% bf close encounters; high-ranking male herding of females, which is typical in baboons, appeared in 83% of close encounters, and showed no changes with season and sexual weight-dimorphism; peripheral juvenile and subadult males were the main performers of the affinitive behaviors, opportunistic advance and retreat, and guarding at the border. In brief, all males appeared to "sit on the fence" at the border, likely holding out hope of gaining the favor of females both within and outside the group. Thus, females and males attempted to maximize reproductive values in different ways, just as expected by Darwin-Trivers' theory of sexual selection. In addition, group fission was observed in the largest and highest-ranking group for two times (both in the MS) when its size increased to a certain level, and the mother group kept their dominant position in size and rank among the groups that might encounter, suggesting that fission takes a way of discarding the "superfluous part" in order to balance the cost of competition for food and mates within a group, and the benefit of cooperation to access the resources for animals in the mother group. (C) 1997 Wiley-Liss, Inc.

电视广告作品评价的消费行为学研究

The quality of advertising copy is an important component of advertising service. An advertising system with only copy design and production but without evaluation is imperfect. Establishing an evaluation system of television advertising copy is the principal purpose of the present work. In terms of consumer behavior, the work focused on consumers' evaluation-in-general of T commercials. The research consisted of three subprograms. The first subprogrom was associated with the basic factors in the evaluation of television advertising copy. The second one was related to the relative importance of those basic factors. The last one was related to the way in which the consumers' synthetic evaluation of copy under multidimensions. These subprogram composed the evaluation system of television advertising copy. In the study of the first subprogram, by the use of a variaty of "multistage evaluation scale", a survey into consumers' evaluation-in-general of television ads was made, which obtained five factors, namely, credibility, attractiveness, suitability, cognition and affect impact, through factor analysis (Cum.Pct. = 56.2%, α = 0.84). The study of second subprogram acquired their relative weights by a popular method of weight in the area of decision analysis, the result was as followings: credibility-0.27, attractiveness-0.24, suitability-0.18, affect impact-0.16, cognition-0.15; and fanally, under the condition of quasi-experiment, the third studyestablished a mathematical model of the synthetic evaluation of television ad copy, which was expressed as O = ΣF * W, through a "synthetical" method of multidimensional decision making.