Creating digital divas-scaffolding perception change through secondary school and university alliances

Over the last 20 years much has been done to encourage female students to choose computing courses and computing careers. Some instances of positive effects have been reported, yet the proportional disparity in gender in this discipline continues to grow. This paper reports on a program called 'Digital Divas'. Digital Divas aims to scaffold positive perceptions around computing in the early years of secondary school by involving female students in upbeat computing experiences over a semester. It introduces university undergraduates to the secondary classroom to provide informal role models and mentors, as well as interactions with young computing professionals. This classroom environment enables computer applications to be more strongly linked with future careers. The commitment to a semester length unit was influential in changing perceptions about girls and computing, and the program was supported by the wider school community. We posit that this type of curriculum intervention is needed and has the potential to build technical human capital in female students.

Effects of parental perception of neighbourhood deprivation and family environment characteristics on pro-social behaviours among 4-12 year old children

Objective : To assess the effect family environment stressors (e.g. poor family functioning and parental psychological distress) and neighbourhood environment on child prosocial behaviour (CPB) and child difficulty behaviour (CDB) among 4-to-12 year old children.

Methods : Analysis of the 2006 Victorian Child Health and Wellbeing Survey (VCHWS) dataset derived from a statewide cross-sectional telephone survey, with a final total sample of 3,370 children.

Results : Only family functioning, parental psychological distress, child gender, and age were associated with CPB, explaining a total of 8% of the variance. Children from healthily functioning families and of parents without any psychological distress exhibited greater prosocial behaviours than those from poorly functioning families and of parents with mental health problems. Neighbourhood environment was not found to contribute to CPB. A total of eight variables were found to predict CDB, explaining a total of 16% of the variance. Poor family and parental psychological functioning as well as poor access to public facilities in the neighbourhood were associated with conduct problems in children.

Conclusion : Our results point to the importance of the family environment in providing a context that fosters the development of empathic, caring and responsible children; and in buffering children in exhibiting behaviour difficulties during the formative years of life. Programs aimed at promoting prosocial behaviours in children need to target stressors on the family environment.

The dynamics of brand equity, co-branding and sponsorship in professional sports

Globalisation has been one of the most significant determinants of growth in the sports industry worldwide, especially with the increasing importance of brand creation, brand awareness, brand image, brand identity and brand equity. Professional sports teams have become top sports brands through leverage with major company sponsors. Sports marketers have had to become much more entrepreneurial to create competitive advantage for sports organisations and deliver relationship value to consumers. Company sponsorships are prominent drivers of brand strategy around the world. They help create an extended consumer experience and are becoming a strategic vehicle for creating co-branding partnerships between sports organisations and multinational companies. This study reports data from a survey of the top marketing and communications executives in sports and company organisations in New Zealand and as well as a qualitative content analysis of core documents and websites. The study provides insights for sports marketers seeking to: use sponsorship as a prominent driver of brand strategy; employ co-branding as a strategy to create an extended consumer experience; build strong brands through efficient co-branding articulation strategies. The study also provides recommendations for sports organisations and companies to formulate their marketing communications and brand strategies from the perspective of a co-branding relationship.

Brand salience for fast-moving consumer goods : an empirically based model

Brand salience, or the prominence of a brand in memory, has been linked to brand choice and purchase by consumers. The research reported in this paper proposed and tested a model of brand salience for fast-moving consumer goods, which incorporates knowledge, media consumption, and brand image as antecedents. A quasi-experimental method was utilised, where 270 respondents undertook a free recall exercise using category cues, and then completed multiitem measures of brand knowledge, brand associations, and purchase likelihood. Analysis of the data using SEM found support for an empirical model of brand salience where there was a relationship between brand salience and purchase likelihood. The empirical evidence supports building a brand in a primary category, in order to build the depth and breadth of the brand’s associations in consumer memory.

Transforming value perception in music information systems

Information systems are changing the way artists and consumers create, use and interact with music. Music experience has become richer and more sophisticated than simply buying and listening to music. New links between IS and music are forging unprecedented levels of creative e-collaboration, innovative music technology development, new music commerce and marketing methods, alongside with the emergence of e-music communities nurturing up-and-coming artists careers. Distinct from non-creative industries, the music industry is at the forefront of technological innovation where the ubiquitous adoption of music downloading, widespread use of personal music systems, and value chain disintermediation has shifted the focus of value delivery towards consumer control. This paper provides new insights into the effect of recent technological change on stakeholders within the music industry value chain, and of music information systems upon creative music products. The paper further explores the stakeholder perceptions of the value added or depleted from music by the technology, and examines the future expectations of information systems amidst the volatility and uncertainty of the music industry.

An exploration of the propensity of consumers to recall brand associations for fabricated brands

This conceptual paper discusses the investigation of the recall of brand associations of consumer for brands of high and low salience, as well as for fabricated brands. There has been research on brand associations for "fake" or counterfeit brands, and also for brands with low residual awareness, but there has been little research on the role of brand associations for fabricated brands. This study will investigate the role of brand associations and the propensity of consumers to recall brand associations for brands that do not exist. It is proposed that consumers may revel1 to recalling associations for the product category when they are confronted with a brand name that does not exist. It is proposed to test this with an experimental method, utilising high salience, low salience and fabricated brands from a fastmoving consumer good and a service category. This study will have implications for the manner in which respondents utilise information related to a brand, and also the manner in which marketers advertise their brands, in order to differentiate the brand from others.

Teachers' risk perception and needs in addressing infectious disease outbreak

The outbreak of the Influenza A (H1N1) virus has led to numerous precautionary school closures in several countries. No research is available on the school teachers’ perceptions as a health protective resource in controlling communicable disease outbreaks. The purposes of this study were to examine the risk perception, the perceived understanding of preventive measures and contingency plans, and the needs of school teachers before the imminent outbreak of H1N1. This survey was conducted with 1,169 Hong Kong school teachers before school closures due to the H1N1 outbreak. The results showed that the teachers were well aware of H1N1 but were still worried about the spread of H1N1 infection. The teachers’ worries depended on their psychological reaction, the adequacy of the control measures, government support in providing infectious disease knowledge, perceived understanding of preventive measures and contingency plans, students and parents’ awareness, and the need for support from health professionals.

Constructing the conditions of and environments for interdisciplinary research on perception and action

This paper suggests ways in which art processes may contribute to the interdisciplinary study of perception and action and the relationships between body, person, and environment. Artists-turned-architects Arakawa and Gins serve as the most advanced example of an interdisciplinary research project in terms of coordinating material processes with contemporary findings, methods, and orientations from across the arts, humanities, and hard and soft sciences. In the first section of the paper, I discuss Arakawa and Gins's Reversible Destiny Lofts at Mitaka as an example of their procedural approach to long-term sustainable experimental environments. In the second section, the tactics through which Arakawa and Gins have repositioned art for the nonart purposes and common research goals are posited. Finally, I briefly outline the disciplinary positions and research values needed in order to move toward a more inclusive and interdisciplinary research practice.