植入式广告与普通插播广告的效果比较及其影响因素

Brand placement is to present the information of products and brands through certain entertainments and non-commercial areas. Since 1990's, brand placement has become a major way of spreading advertisement and a new growing point of the global advertising market. In china, it is easily seen from spring festival evening gala of CCTV to all kinds of movie and TV shows, and is thus interested by many brand owners, advertisers and communication researchers. Since 2006, the people in the media circles have begin to take full care of the study of the brand placement. In general, there is still certain distance between the theoretical studies and the reality. It's a general problem over the world and is especially true for China as this was just a new idea. As the biggest global economic entity, China is the most potential and powerful market, thus the market of the brand placement will be huge. To push its development, it's then crucial to have theoretical studies on it. Many questions have not been explained yet in this area, mostly essential is to ask what kind of advantage it acquires compared with the traditional advertisement, if there is, how does such advantage show? What kind of factors influents the market effect of the brand placement? All these questions are not answered yet. Also it's well-known that a successful advertisement relies heavily on the understanding of the culture. Thus a specific thing to deal with is to study the effects according to the Chinese culture, which can make constructive suggestion to the whole industry. Our research is to compare the effects between the brand placement with the ordinary media advertisements, discuss its possible influences, and try to make certain suggestions to the future running and development. Our research obtains the following results by using the movie and advertisement in reality: (1) Like ordinary media ad’s, brand placement can improve the brand recognition of the audience significantly. (2) The ordinary ad's make the people easier to remember them than brand placement, while not too much difference in the brand recognition. (3) The brand placement has a significant 'emotional shifting' effect, i.e. the more positive to the movie, the more you love the built-in brand. (4) It is an important factor that how much brand information is involved in the movie; while how much the plot is involved has great impact on the 'emotional shifting' effect. (5) The familiarity is a great factor for the ad's, it's obvious that the popular products get way better effects through brand replacement. (6) An effective way is to choose those positive, interesting and eye-catching movies and TV shows as carriers of the brand and to use it as natural as possible.

品牌表现评价反应时与关注特性的关系

The decision making of customers has been a great concern in the field of customer research. Although China has entered the era of brand consumption and development, due to the different understanding of the regarded attributes between companies and customers, the phenomenon of “The awarded products don’t sell well, but the products which sell well can’t get the award.” appears. At the same time there is little research on the relationship between the brand and the customers has been conducted in China now. Traditional research on customer psychology employ questionnaires, depth interview and group discussions as the major methods. In cognitive psychology, the limitation of explicit memory has been revealed by implicit memory; moreover, unconscious cognition and implicit memory can also influence customers' remark of the brand. Therefore, the traditional methods are not accurate enough. Reaction time is an effective way to reveal testing equality, and it can also reveal implicit cognition. Based on the researches intends to investigate the validity of attention attributes in the method of reaction time by questionnaires and time reaction testing of 360 customers in 3 cities, which may, probably, overcomes the limitation of the traditional research methods. The 352 valid samples were analyzed by SPSS. The results showed there was no distinct corresponding relationship between the product attributes and reaction time. The different key attributes from questionnaire importance rating and the shortest reaction time standards were used to regressively analyze the results of customers’ overall rating (such as overall satisfaction,objective quality, recommend intention).The results indicated that the coefficiency of regression of the special attributes chosen from reaction time to overall rating was distinct, while the coefficiency of the special attributes chosen from importance rating to overall rating was not. The main conclusions are: 1. Regarded attributes can be obtained by the reaction time of brand performance rating. 2. Regarded attributes obtained by the reaction time of brand performance rating are more accurate than those by importance rating questionnaires. 3. The brand’s core attributes should includes regarded attributes during the decision making process.

同事关系质量及其作用机制

Although the research into coworker relationship quality has been recognized one of key factors related to organization performance, and has been thought a new trend in organization behavior research with the flatting of organization structure and complication of task assignment, there is relatively little empirical research on the mechanism between coworkers’ interaction, contraring to the fruitful results on member exchange research based on social network theory, say nothing of the influence of cultural differences such as GUANXI. This research developed the scale for the assessment of Coworker Relationship Quality by literature review, deep interview, and questionnaires, compared the predictable ability of Coworker Relationship Quality (CRQ) scale and Coworker Exchange (CWX) scale on employees’ work attitudes and behaviors. Finally, the mediating effect of Coworker Relationship Quality between employees’ similarities on personality and their work attitudes and behaviors was investigated. Following are main results. Firstly, we found that the interpersonal communication, trust, and mutual support are the key factors of coworker relationship quality, which is similar to the result getting from western samples. But Chinese people are more GUANXI ORIENTATION, means they want to build longtime relationship with others, not only when they are coworkers, but also when one of them left the organization. Secondly, though the core meaning of CRQ and CWX are same, their predictable ability on organization outcomes is different. CRQ is more powerful than CWX, especially on turnover intention. The result showed that after controlling the effect of demographic variables and CRQ, CWX cannot predict turnover intention significantly, but CRQ can still predict turnover intention significantly after controlling demographic variables and CWX. Thirdly, the partial mediating effect of CRQ between positive affectivity similarity and organizational citizenship behavior, coworker satisfaction, organizational commitment and turnover intention are validated, but we did not find the mediating effect of CRQ between demographic variable similarity and workers’ attitudes and behaviors. The Similarity Attraction Paradigm, Social Identity Theory, and Self Category Theory were supported.

任职者工作分析评价结果影响因素的多水平探讨

As the foundation of other human resource practices, job analysis plays an essential role in HR management. Exploring sources of variance in job analysis ratings given by incumbents from the same job is of much significance to HRM practices. It can also shed lights on employee motivation in organizations. But previous studies in job analysis field have usually been conducted at individual level and take variance in job analysis ratings given by incumbents of the same job as error or bias. This dissertation takes the position that the variance may be meaningful based on role theory and other relevant theories. It first reviewed pervious studies on factors which may influence job analysis ratings provided by incumbents of the same job, and then investigated individual, interpersonal and organizational level variables which may exert impacts on these job analysis ratings, using multilevel data from 8 jobs of 1124 incumbents. The major findings are as follows: 1) Level of job performance and job attitudes affect incumbents’ job analysis ratings by incumbents of the same job at individual level. Specifically, incumbents with high level of job performance rated their job require higher levels of technical skills (power plant designers), and regarded information processing activities as more important to their job (book editors). Regarding the effects of job attitudes, incumbents of the four jobs with high level of job satisfaction gave higher importance and level ratings on organizational and cognitive skills, as well as higher level ratings on technical skills. Further, incumbents with higher affective commitment provided higher importance and level ratings of cognitive skills. Lastly, more involved job incumbents perceived organizational skills and cognitive skills as more important, and required at higher levels, for their job. 2) Leader-Member Exchange and goal structure also have effects on job analysis ratings by incumbents of the same job at interpersonal level. In good quality LMX relationship, news reporters rated decision-making activities and interpersonal activities as more important to their job. On the other side, when book editors structured their goals as cooperative with others’, they provided higher importance ratings on reasoning and interpersonal skills, and related personality requirements, as well as higher level ratings on reasoning abilities. 3) Worker requirements for the identical job are distinct from one organization to another. Specifically, there were between-organization differences in achievement orientation and conscientiousness related personality requirements. In addition, two dimensions of organizational culture, achievement-oriented culture and integrity-oriented culture in particular, were significantly associated with importance ratings of achievement orientation and conscientiousness related personality requirements respectively. Furthermore, achievement-oriented culture both directly and indirect (through job involvement) influenced achievement orientation related personality requirements. The results indicate that variation in job analysis ratings provided by incumbents of the same job may be meaningful. Future job analysis studies and practices should consider the impacts of these individual, interpersonal and organizational level factors on job analysis information. The results also have important implications for employee motivation concerning how organizational demands can be transformed into specific job and worker requirements.

态度结构一致性对态度-行为关系的影响：个体与群体水平的研究

Social psychologists have long been interested in understanding the conditions under which attitudes influence behaviors, and they have formed two relatively independent theoretical perspectives in the attitude-behavior domain. One perspective, which we adopt in the present paper, focuses on investigating the effect of attitude strength on the attitude-behavior relationship. Specifically, the present research investigates the role of structural consistency, a dimension of attitude strength, on the attitude-behavior relationship. Structural consistency has typically been defined as the extent to which one aspect of individual’s attitude is consistent with either his or her overall attitude toward the object or the other aspect of the attitude, including affective-cognitive consistency (ACC), evaluative-cognitive consistency (ECC) and evaluative-affective consistency (EAC). The ECC and EAC can be integrated into the attitude base. Despite the evidence that structural consistency is associated with attitude-behavior relationship, there are some limitations in previous studies: (1) attitude base and ACC have been rarely studied together ;( 2) researchers often used the term behavior in a broad sense to encompass behavioral intentions as well as actual behaviors ;( 3) the effects were all investigated at individual level. The present research tried to explore the effects of ACC and attitude base on attitude-behavioral intention-actual behavior relationships at individual and group levels in different behavior areas including shopping, supportive behavior towards officials, and offensive behavior towards governors and central and local governments. The roles of affective and cognitive components of attitudes on general attitudes and following behaviors were also examined in this research. The results indicated that: A. At individual and group levels, the effect of structural consistency on attitude –intention relation is as the same as its effect on attitude-behavior relation, but it varies in different areas. On the other hand, the effect of structural consistency on explicit attitude-behavior relation is different from its effect on implicit attitude-behavior relation. B. The cognitive components of the individuals and groups’ implicit attitudes towards officials, the implicit and explicit attitudes towards governors, and the public’s attitudes towards central and local governments exert the stronger influence on general attitudes. Similarly, the cognitive components also exert the stronger influence on groups’ supportive behaviors towards officials and offensive behaviors towards governors and governments. C. Both group attitude and emotion can influence the group offensive behavior towards governors. The group attitude exerts its influence through the mediating effects of behavior intention and group emotion. The group emotion which is the core factor can exert the direct influence on group offensive behavior towards governors. D. At individual and group levels, the implicit and explicit measures should be used together to collect the attitude data, because the implicit and explicit attitudes can both predict behaviors under most conditions. It is the best implicit attitude measure to use the experts’ evaluations of listed words. And the emotion should be measured by the experts’ evaluations of listed words if the emotion data is used to predict the following behavior.

员工的组织支持感和工作压力对工作结果变量的作用——中国民航管制员研究

Both perceived organizational support and job stresses have impact on employees’ work outcomes. Great progresses have been made in past researches. However, there are many disputes about the impact of perceived organizational support (POS) on job performance (especially, safety performance), the impact of job stresses on job performance (especially, safety performance) and job attitudes, as well as the interaction of subordinates’ POS and job stresses, and the impact of supervisor on subordinates’ POS et al.. Thus, the aim of the study is to explore the impact of supervisors’ POS, leader-member exchange(LMX) on subordinates’ POS, the direct impact of subordinates’ POS and job stressors from task and rewards on work attitudes(job satisfaction, turnover intention) and safety behaviors(safety compliance and safety participation), and the interaction of subordinates’ POS and job stresses. Analyses are based on the data from interviewing of 20 staff, posts of a Chinese civil aviation Bulletin Board System (BBS) and surveys of 216 subordinates and 42 supervisors from two Chinese civil aviation Air traffic control centers (ATC). The major findings are listed as follows: Firstly, the exchange relationship between supervisors and members has impact on subordinates’ POS by the fully mediating role of subordinates’ perceived supervisor support (PSS). But supervisors’ POS have no impact on subordinates’ POS. Secondly, subordinates’ POS has a direct and positive impact on their job satisfaction and safety behaviors, and a negative impact on turnover intention. Specifically, the higher the employees’ perceived organizational support, the higher job satisfaction and safety behaviors, as well as the lower turnover intention they have. Moreover, POS has stronger relationship with safety participation behaviors than that of safety compliance behaviors. Thirdly, task-related stressor has no significant impact on job satisfaction, turnover intention and safety behaviors. And compensation-related stressor has significant and positive impact on turnover intention and safety behaviors, which means that with the compensation-related stress increases, turnover intention increases, safety behaviors including safety compliance and safety participation also increases. Fourthly, POS and task-related stressor, POS and compensation-related stressor have significant interaction, respectively. Specifically, POS moderates the relationship between task-related stressor and job satisfaction, and between task-related stressor and turnover intention. Moreover, POS also moderates the relationship between compensation-related stressor and safety compliance behaviors.