品牌属性权重判断的反应时研究

In current days, many companies have carried out their branding strategies, because strong brand usually provides confidence and reduce risks to its consumers. No matter what a brand is based on tangible products or services, it will possess the common attributes of this category, and it also has its unique attributes. Brand attribute is defined as descriptive features, which are intrinsic characteristics, values or benefits endowed by users of the product or service (Keller, 1993; Romaniuk, 2003). The researches on models of brand multi-attributes are one of the most studied areas of consumer psychology (Werbel, 1978), and attribute weight is one of its key pursuits. Marketing practitioners also paid much attention to evaluations of attributes. Because those evaluations are relevant to the competitiveness and the strategies of promotion and new product development of the company (Green & Krieger, 1995). Then, how brand attributes correlate with weight judgments? And what features the attribute judgment reaction? Especially, what will feature the attribute weight judgment process of consumer who is facing the homogeneity of brands? Enlightened by the lexical hypothesis of researches on personality traits of psychology, this study choose search engine brands as the subject and adopt reaction time, which has been introduced into multi-attributes decision making by many researchers. Researches on independence of affect and cognition and on primacy of affect have cued us that we can categorize brand attributes into informative and affective ones. Meanwhile, Park has gone further to differentiate representative and experiential with functional attributes. This classification reflects the trend of emotion-branding and brand-consumer relationship. Three parts compose the research: the survey to collect attribute words, experiment one on affective primacy and experiment two on correlation between weight judgment and reaction. The results are as follow: In experiment one, we found: (1) affect words are not rated significantly from cognitive attributes, but affect words are responded faster than cognitive ones; (2) subjects comprehend and respond in different ways to functional attribute words and to representative and experiential words. In experiment two, we fund: (1) a significant negative correlation between attributes weight judgment and reaction time; (2) affective attributes will cause faster reaction than cognitive ones; (3) the reaction time difference between functional and representative or experiential attribute is significant, but there is no different between representative and experiential. In sum, we conclude that: (1): In word comprehension and weight judgment, we observed the affective primacy, even when the affect stimulus is presented as meaningful words. (2): The negative correlation between weight judgment and reaction time suggest us that the more important of attribute, the quicker of the reaction. (3): The difference on reaction time of functional, representative and experiential reflects the trend of emotional branding.

汉语发展性阅读障碍儿童的视觉大细胞通路特点

Developmental dyslexia (DD) is a common kind of learning disorder, which affects 5-18% of people. It seems important to explore the deficit in visual magnocellular pathway in Chinese developmental dyslexia, for many researches demonstrated that one of the core deficits of Chinese developmental dyslexia was orthographic deficit which was associated with the deficit in visual magnocellular pathway. Two studies were done to detect the differences among Chinese developmental dyslexics, average readers of the same chronological age (CA controls) and average readers of the same reading level (RL controls) in reaction time, accuracy and visual mismatch negativity (vMMN) elicited by the moving gratings responded by visual magnocellular pathway. There were two grating-conditions which were low contrast/low spatial frequency condition and high contrast/high spatial frequency condition respectively. In ERP study, a modified “cross-modal delayed response” paradigm was used to elicit the vMMN. The results showed that the developmental dyslexics responded slower than CA controls, had more errors than RL controls, and had smaller amplitudes of vMMNs than the two controls in visual magnocellular pathway condition, but not in control condition. That is to say, Chinese developmental dyslexics had deficits in visual magnocellular pathway.

线索位置和搜索方式对视觉搜索绩效的影响

By two different cue paradigms to cue target’s location or locations of all stimuli, this study is to discuss the search efficiency in different search modes. The research includes three experiments. The main results are as follows: The first experiment explores whether cueing target’s location has impact on vis-ual search performance under different search modes (parallel search and serial search). The results are: cueing target’s location has no facilitation effect in parallel search condition while has facilitation effect in serial search condition, the effect reflects the diffidence in slope of reaction time. In the second experiment, we want to explore whether cueing all stimuli’s loca-tions has impact on visual search performance under different search modes. The re-sults show that: cueing all stimuli’s locations has no facilitation effect in parallel search condition but has facilitation effect in serial search condition, the effect reflects the diffidence in intercept of reaction time. The third experiment is to explore the time course of facilitation effect in serial search. The result shows that only a 50ms which cueing all stimuli’s locations has fa-cilitation effect, with the longer cueing time, the more facilitation effect.

心算年老化的认知心理机制及功能磁共振成像研究

Mechanisms underlying cognitive psychology and cerebral physiological of mental arithmetic with increasing are were studied by using behavioral methods and functional magnetic resonance imaging (fMRI). I. Studies on mechanism underlying cognitive psychology of mental arithmetic with increasing age These studies were accomplished in 172 normal subjects ranging from 20 to 79 years of age with above 12 years of education (Mean = 1.51, SD = 1.5). Five mental arithmetic tasks, "1000-1", "1000-3", "1000-7", "1000-13", "1000-17", were designed with a serial calculation in which subjects sequentially subtracted the same prime number (1, 3, 7, 13, 17) from another number 1000. The variables studied were mental arithmetic, age, working memory, and sensory-motor speed, and four studies were conducted: (1) Aging process of mental arithmetic with different difficulties, (2) mechanism of aging of mental arithmetic processing. (3) effects of working memory and sensory-motor speed on aging process of mental arithmetic, (4) model of cognitive aging of mental arithmetic, with statistical methods such as MANOVA, hierarchical multiple regression, stepwise regression analysis, structural equation modelling (SEM). The results were indicated as following: Study 1: There was an obvious interaction between age and mental arithmetic, in which reaction time (RT) increased with advancing age and more difficult mental arithmetic, and mental arithmetic efficiency (the ratio of accuracy to RT) deceased with advancing age and more difficult mental arithmetic; Mental arithmetic efficiency with different difficulties decreased in power function: Study 2: There were two mediators (latent variables) in aging process of mental arithmetic, and age had an effect on mental arithmetic with different difficulties through the two mediators; Study 3: There were obvious interactions between age and working memory, working memory and mental arithmetic; Working memory and sensory-motor speed had effects on aging process of mental arithmetic, in which the effect of working memory on aging process of mental arithmetic was about 30-50%, and the effect of sensory-motor speed on aging process of mental arithmetic was above 35%. Study 4: Age, working memory, and sensory-motor speed had effects on two latent variables (factor 1 and factor 2), then had effects on mental arithmetic with different difficulties through factor 1 which was relative to memory component, and factor 2 which relative to speed component and had an effect on factor 1 significantly. II. Functional magnetic resonance imaging study on metal arithmetic with increasing age This study was accomplished in 14 normal right-handed subjects ranging from 20 to 29 (7 subjects) and 60 to 69 (7 subjects) years of age by using functional magnetic resonance imaging apparatus, a superconductive Signa Horizon 1.5T MRI system. Two mental arithmetic tasks, "1000-3" and "1000-17", were designed with a serial calculation in which subjects sequentially subtracted the same prime number (3 or 17) from another number 1000 silently, and controlling task, "1000-0", in which subjects continually rehearsed number 1000 silently, was regarded as baseline, based on current "baseline-task" OFF-ON subtraction pattern. Original data collected by fMRI apparatus, were analyzed off-line in SUN SPARC working station by using current STIMULATE software. The analytical steps were composed of within-subject analysis, in which brain activated images about mental arithmetic with two difficulties were obtained by using t-test, and between-subject analysis, in which features of brain activation about mental arithmetic with two difficulties, the relationship between left and right hemisphere during mental arithmetic, and age differences of brain activation in young and elderly adults were examined by using non-parameter Wilcoxon test. The results were as following:

大脑序列记忆信息的提取

The purpose of this study was to examine the cognitive and neural mechanism underlying the serial position effects using cognitive experiments and ERPs(the event related potentials), for 11 item lists in very short-term and the continuous-distractor paradigm with Chinese character. The results demonstrated that when the length of list was 11 Chinese character, and the presentation time, the item interval and the retention interval was 400ms, the primacy effect and recency effect belong to the associative memory and absolute memory respectively. The retrieval of the item at the primacy part depended mainly on the context cues, but the retrieval of the item at the recency part depended mainly on the memory trace. The same results was concluded in the continuous-distractor paradigm (the presentation time was 1sec, the item interval is 12sec, and the retention interval was 30sec). Cognitive results revealed the robust serial position effects in the continuous-distractor paradigm. The different retrieval process between items at the primacy part and items at the recency part of the serial position curve was found. The behavioral responses data of ERP illustrated that the responses for the prime and recent items differed neither in accuracy nor reaction time, the retrieval time for the items at the primacy part was longer than that for the items at the recency part. And the accuracy of retrieval for the primacy part item was lower than that for the recency part items. That meant the retrieval of primacy part items needed more cognitive processes. The recent items, compared with the prime items, evoked ERPs that were more positive, this enhanced positivity occurred in a positive component peaking around 360ms. And for the same retrieval direction (forward or backward), the significant positive component difference between the retrieval for prime items and the retrieval for recent items was found. But there was no significant difference between the forward and backward retrieval at both the primacy and recency part of the serial position curve. These revealed the two kind of retrieval (forward and backward) at the same part of the serial position curve belonged to the same property. These findings fit more closely with the notion of the distinct between the associative memory and the absolute memory.

Analysis of phenols by high-performance liquid chromatography with pre-column derivatization by 2-(9-carbazole)-ethyl-chloroformate

2-(9-Carbazole)-ethyl-chloroformate (CEOC), a novel pre-column fluorescence labeling reagent, has been synthesized and applied for the derivatization of phenols. Taken phenol, p-chlorophenol, 2,5-dimethylphenol, 2,4-dichlorophenol and 1,4-dihydroxybenzene as testing standards, the effects of derivatization conditions, such as pH of borate buffer, reaction time and fluorescent tagging reagent concentration, have been systematically studied. Under the optimized conditions, CEOC reacts readily with the phenols to form stable derivatives with excitation and emission wavelengths, respectively, at 293 and 360 nm. The single step derivatization reaction could be finished within 20 min even at room temperature. Such a method has been successfully applied to the analysis of phenols in printing ink by high-performance liquid chromatography. (c) 2005 Elsevier B.V. All rights reserved.

Size-controllable synthesis of monodispersed SnO2 nanoparticles and application in electrocatalysts

Size-controllable tin oxide nanoparticles are prepared by heating ethylene glycol solutions containing SnCl2 at atmospheric pressure. The particles were characterized by means of transmission electron microscopic (TEM), X-ray diffraction (XRD) studies. TEM micrographs show that the obtained material are spherical nanoparticles, the size and size distribution of which depends on the initial experimental conditions of pH value, reaction time, water concentration, and tin precursor concentration. The XRD pattern result shows that the obtained powder is SnO2 with tetragonal crystalline structure. On the basis of UV/vis and FTIR characterization, the formation mechanism of SnO2 nanoparticles is deduced. Moreover, the SnO2 nanoparticles were employed to synthesize carbon-supported PtSnO2 catalyst, and it exhibits surprisingly high promoting catalytic activity for ethanol electrooxidation.

Liquid phase oxidation of toluene to benzaldehyde with molecular oxygen over copper-based heterogeneous catalysts

We conducted the liquid phase oxidation of toluene with molecular oxygen over heterogeneous catalysts of copper-based binary metal oxides. Among the copper-based binary metal oxides, iron-copper binary oxide (Fe/Cu = 0.3 atomic ratio) was found to be the best catalyst. In the presence of pyridine, overoxidation of benzaldehyde to benzoic acid was partially prevented. As a result, highly selective formation of benzaldehyde (86% selectivity) was observed after 2 h of reaction (7% conversion of toluene) at 463 K and 1.0 MPa of oxygen atmosphere in the presence of pyridine. These catalytic performances were similar or better than those in the gas phase oxidation of toluene at reaction temperatures higher than 473 K and under 0.5-2.5 MPa. It was suggested from competitive adsorption measurements that pyridine could reduce the adsorption of benzaldehyde. At a long reaction time of 4 It, the conversion increased to 25% and benzoic acid became the predominant reaction product (72% selectivity) in the absence of pyridine. The yield of benzoic acid was higher than that in the Snia-Viscosa process, which requires corrosive halogen ions and acidic solvents in the homogeneous reaction media. The catalyst was easily recycled by simple filtration and reusable after washing and drying.

Effects of brominated flame retardants and brominated dioxins on steroidogenesis in H295R human adrenocortical carcinoma cell line

Brominated flame retardants (BFRs) and brominated dioxins are emerging persistent organic pollutants that are ubiquitous in the environment and can be accumulated by wildlife and humans. These chemicals can disturb endocrine function. Recent studies have demonstrated that one of the mechanisms of endocrine disruption by chemicals is modulation of steroidogenic gene expression or enzyme activities. In this study, an in vitro assay based on the H295R human adrenocortical carcinoma cell line, which possesses most key genes or enzymes involved in steroidogenesis, was used to examine the effects of five bromophenols, two polybrominated biphenyls (PBBs 77 and 169), 2,3,7,8-tetrabromodibenzo-p-dioxin, and 2,3,7,8-tetrabromodibenzofuran on the expression of 10 key steroidogenic genes. The H295R cells were exposed to various BFR concentrations for 48 h, and the expression of specific genescytochrome P450 (CYP11A, CYP11B2, CYP17, CYP19, and CYP21), 3 beta-hydroxysteroid dehydrogenase (3PHSD2), 17 beta-hydroxysteroid dehydrogenase (17 beta HSD1 and 17 beta HSD4), steroidogenic acute regulatory protein (StAR), and 3-hydroxy-3-methylglutaryl coenzyme A reductase (HMGR)-was quantitatively measured using real-time polymerase chain reaction. Cell viability was not affected at the doses tested. Most of the genes were either up- or down-regulated, to some extent, by BFR exposure. Among the genes tested, 3PHSD2 was the most markedly up-regulated, with a range of magnitude from 1.6- to 20-fold. The results demonstrate that bromophenol, bromobiphenyls, and bromodibenzo-p-dioxin/furan are able to modulate steroidogenic gene expression, which may lead to endocrine disruption.

Enzymatic reaction of the immobilized enzyme on porous silicon studied by matrix-assisted laser desorption/ionization-time of flight-mass spectrometry

Desorption/ionization on silicon mass spectrometry (DIOS-MS) is a matrix-free technique that allows for the direct desorption/ionization of low-molecular-weight compounds with little or no fragmentation of analytes. This technique has a relatively high tolerance for contaminants commonly found in biological samples. DIOS-MS has been applied to determine the activity of immobilized enzymes on the porous silicon surface. Enzyme activities were also monitored with the addition of a competitive inhibitor in the substrate solution. It is demonstrated that this method can be applied to the screening of enzyme inhibitors. Furthermore, a method for peptide mapping analysis by in situ digestion of proteins on the porous silicon surface modified by trypsin, combined with matrix-assisted laser desorption/ionization-time of flight-MS has been developed.

Close-coupling time-dependent quantum dynamics study of the H+HCl reaction

The paper presents a theoretical study of the dynamics of the H + HCl system on the potential energy surface (PES) of Bian and Werner (Bian, W.; Werner, H. -J., J. Chem. Phys. 2000, 112, 220). A time-dependent wave packet approach was employed to calculate state-to-state reaction probabilities for the exchanged and abstraction channels. The most recent PES for the system has been used in the calculations. Reaction probabilities have also been calculated for several values of the total angular momentum J > 0. Those have then been used to estimate cross sections and rate constants for both channels. The calculated cross sections can be compared with the results of previous quasiclassical trajectory calculations and reaction dynamics experimental on the abstraction channel. In addition, the calculated rate constants are in the reasonably good agreement with experimental measurement.