Visual perception of action categories and the "bowl-throw" decision in cricket.

Cricket umpires, cricket bowlers, and physical education students (who were knowledgeable about the rules of cricket), were shown 72 videotaped point-light displays of cricket deliveries with varying extents of elbow flexion such that they ranged from highly “bowl-like” to highly “throw-like”. The observers made a bowl-throw decision about each display, and the umpires and bowlers reported their confidence on a 5-point scale. The percentage of displays reported as a “bowl” was 59, 40, and 44 for the umpires, bowlers, and students respectively. Umpires made significantly more bowl decisions than both the bowlers and students, but there was no difference between the latter groups. Umpires were significantly more confident than the bowlers in both their bowl and throw decisions. Thus, in an experimental setting, with no apparent costs or benefits associated with their decision-makin, umpires “called” a bowler significantly less frequently for throwing than other knowledgeable observers. The procedures devised for this experiment demonstrate that psychophysical methods can be applied to the problem of discrete action-category nominations in sport (e.g., bowl or throw, walk or run).

An analysis of the involvement-commitment relationship across product categories

An involvement-commitment-loyalty model is proposed and tested with AMOS. The results for fast-moving-consumer-goods (fmcg) are consistent with the theory. Ego involvement influences purchase involvement, which influences brand commitment, which influences customer loyalty. The results for the more ego-involved service of hair stylists, however, showed a different result. Purchase loyalty did not mediate the relationship between ego involvement and brand commitment, but instead ego involvement had a direct relationship with brand commitment.

The composition of brand knowledge across product categories

This research reported in this paper tested the composition of the brand knowledge construct across three product categories. The brand knowledge construct was tested for a fast-moving consumer good (fmcg), a service, and a durable good. A quasi-experimental method was utilised, with the order of recall manipulated. Respondents undertook a free recall exercise using category cues, and then completed multi-item measures of brand knowledge. This exercise was repeated for each product category. A usable sample of 270 responses was gained. Analysis of the data found that respondents utilised different components of the knowledge construct depending on the product category being recalled. In addition, the order of recall (fmcg or durable first) affected the recall performance for later categories. Recall performance was highest for the durable category, which indicated that respondents may have been delving into different memory stores, and accessing long-term memory for durable good recall. This paper makes a contribution to the field of branding by providing a test of the knowledge structure across three product categories, and indicating the components that contribute to knowledge for each category. These findings have implications for advertising design, and the formation of links to brands in memory by advertisers, for use in later recall episodes.

The measurement of the number, uniqueness, and valence of brand associations across three product categories

The research reported in this paper investigated the measurement of brand associations across three product categories. Brand associations had not been tested previously across all three categories of fast-moving consumer good, service, and durable in the one study. A free association method was used to generate brand associations for a fast-moving consumer good (shampoo), a service (banks) and a durable good (cars). The findings indicate that the first brand a respondent recalled has the greatest number of positive, unique and total brand associations. In addition, the findings indicated that durable goods have the highest number of associations, and the greatest number of unique and favourable brand associations. Further, banks and financial services had the fewest positive associations, which may have reflected attitudes to banks at the time of the research. These findings have implications for the manner in which respondents use information to recall brands, and how they process brand information when faced with a cue. Respondents use a depth and breadth of brand associations to generate brand information.

Primacy and recency effects for the recall of brands across three product categories

The effect of the first brand recalled compared to later brand name recall has been explored in this research. In category cued recall events, the first brand recalled has greater linkages to associations in memory, and is a brand to which consumers are disposed more positively. In addition, the first brand recalled does not inhibit recall of competing brands, but has a facilitating effect on the number, positiveness and uniqueness of associations to the brand name. This concept was explored across three product categories: that of a fast-moving consumer good, a service and a durable. In addition, the first brand recalled was related to the last brand purchased for the services category.

Consumer notes clinical indicators : determining inter-rater reliability with multiple users, nominal categories and several cases

A method of determining inter-rater reliability when there are multiple raters, nominal rating categories and several cases is described and applied in the development of an instrument for auditing the ANZCMHN (1995) standards of practice for mental health nursing in New Zealand. Clinical statements (n=41) from the O’Brien et al (2002a, 2003) study, which reflected nursing behaviours contributing to the achievement of the standards of practice, were used to audit consumer files. During two Phases, the clinical indicator statements were refined and rules for judging the achievement of each statement from case note documentation were established. The resultant statements have adequate inter-rater reliability for the assessment of nursing practice with respect to the ANZCMHN (1995) standards of practice.

Cancer survival in Australia 1992–1997 : geographic categories and socioeconomic status

Cancer Survival in Australia 1992-1997 is the first national analysis of how cancer survival varies by socioeconomic status and geographic region. It presents an analysis of five-year relative survival proportions by geographic category and socioeconomic status for persons diagnosed with cancer during the years 1992-1997.This analysis is presented by age and sex for all cancers (Excluding non-melanocytic skin cancers) combined and for the following National Health Priority Area cancers - colorectal cancer, cancer of the lung, melanoma, cancer of the breast (females only), cancer of the cervix, cancer of the prostate, and non-Hodgkin's lymphoma.This report is the third in a series of three reports on relative survival after being diagnosed with cancer. It is an important reference for all those interested in the health of Australians.

The social life of categories : an empirical study of term categorization

Most classification schemes in common use are actually categorization schemes which fall somewhere on a continuum between unstructured, uncontrolled lists of terms and formal classifications. Over time, terms change meaning and acquire new definitions. This paper presents the results of an approach that used the librarianship principle of consensus to form categories of terms and to relate those categories using a domain reference group. Boisot's Social Learning Cycle (SLC) was then used as a model with which to explain category variations. The single study undertaken in this investigation demonstrated the value of the SLC for explaining the variations between reference group members, and showed the potential for explaining category changes over time. This identifies areas in which consensus is breaking down or emerging, allowing for focused maintenance of categorical schemes.

Purposeful exploratory learning with video using analysis categories

There is still much to be learnt about best practices in leveraging digital resources for learning in higher education. Research on student interactions with online video indicates such practices are as minimal as setting passive-receptive viewing through to teacher-structured purposeful engagement. This position paper focuses on teacher-set analysis categories to guide student exploration of digital video content and to help novices to scaffold their thinking. Various uses of analysis categories within one Australian university in conjunction with a video annotation tool are reviewed. Then practice examples from other universities are reviewed to demonstrate the use of analysis categories in higher education settings without an annotation tool. The literature indicates that the use of categories to inform the design of digital video analysis needs to ensure that the learning challenge is retained. Analysis guided by teacher-set categories tends to be beneficial for performance evaluation in particular. Further research on university teacher practices with digital video is required.