title: Influences of graphical image pairing on product preference

authors: Meng, Xiaosha

abstract: Many advertisements appear to rely on higher-order respondent conditioning to alter preference for a product brand. Given that higher-order conditioning is difficult to achieve, there may be other processes, such as those involved in stimulus equivalence, at work. The current experiment paired six “brand” stimuli with three different types of pictures. Three brands were paired directly with the pictures and the other three paired indirectly, using a stimulus equivalence procedure. The three types of pictures were “negative” (typical consequences of ingesting excessive sugar, such as heart disease, tooth decay, and diabetes), “neutral” (pictures of geometrical shapes) and “positive” pictures (pictures related to health and fitness). This research used a respondent procedure, which is more similar to real marketing methods than operant procedures, as used in previous research in this area. A preference assessment was conducted to evaluate transfer of function from the picture to the brands by investigating whether the pairings influenced participants’ preference for branded soft drinks. The results showed that negative pictures shifted preference more than positive pictures and direct pairing was more effective than an indirect pairing procedure.

text: Influences of graphical image pairing on product preference Many advertisements appear to rely on higher-order respondent conditioning to alter preference for a product brand. Given that higher-order conditioning is difficult to achieve, there may be other processes, such as those involved in stimulus equivalence, at work. The current experiment paired six “brand” stimuli with three different types of pictures. Three brands were paired directly with the pictures and the other three paired indirectly, using a stimulus equivalence procedure. The three types of pictures were “negative” (typical consequences of ingesting excessive sugar, such as heart disease, tooth decay, and diabetes), “neutral” (pictures of geometrical shapes) and “positive” pictures (pictures related to health and fitness). This research used a respondent procedure, which is more similar to real marketing methods than operant procedures, as used in previous research in this area. A preference assessment was conducted to evaluate transfer of function from the picture to the brands by investigating whether the pairings influenced participants’ preference for branded soft drinks. The results showed that negative pictures shifted preference more than positive pictures and direct pairing was more effective than an indirect pairing procedure.

year: 2018

title: Developing an online learning community: A model for enhancing lecturer and student learning experiences

authors: Khoo, Elaine G.L.

subjects: online learning community

abstract: This paper reports on a study aimed to better understand teaching and learning in an online learning environment through the development of a learning community to facilitate successful learning experiences. To achieve this aim, a qualitative interpretive methodology was adopted to case study an online lecturer and his 14 students’ experiences in a semester long fully online asynchronous graduate course in a New Zealand tertiary institution. Based on the findings, a model for understanding and developing an online learning community for adult tertiary learners is proposed. In accord with sociocultural views of learning and practices, the model depicts successful online learning as a mediated, situated, distributed, goal-directed and participatory activity within a socially and culturally determined learning community. The model informs our understanding of appropriate conditions for the development of online learning communities and has implications for the design and facilitation of learning in such contexts.

text: Developing an online learning community: A model for enhancing lecturer and student learning experiences This paper reports on a study aimed to better understand teaching and learning in an online learning environment through the development of a learning community to facilitate successful learning experiences. To achieve this aim, a qualitative interpretive methodology was adopted to case study an online lecturer and his 14 students’ experiences in a semester long fully online asynchronous graduate course in a New Zealand tertiary institution. Based on the findings, a model for understanding and developing an online learning community for adult tertiary learners is proposed. In accord with sociocultural views of learning and practices, the model depicts successful online learning as a mediated, situated, distributed, goal-directed and participatory activity within a socially and culturally determined learning community. The model informs our understanding of appropriate conditions for the development of online learning communities and has implications for the design and facilitation of learning in such contexts.

year: 2009

title: An analysis of the rhetorical organisation of selected authentic Maori texts belonging to the text-types argument and information report

authors: Houia-Roberts, Ngaere

subjects: Te reo Māori

abstract: I report here on the findings of an analysis of the overall rhetorical structure of authentic Māori texts belonging to two different text-types – argument and information report – which were written by highly competent users of the language. I also suggest ways in which this type of analysis could underpin the development of teaching resources designed for Māori-medium educational settings.

text: An analysis of the rhetorical organisation of selected authentic Maori texts belonging to the text-types argument and information report I report here on the findings of an analysis of the overall rhetorical structure of authentic Māori texts belonging to two different text-types – argument and information report – which were written by highly competent users of the language. I also suggest ways in which this type of analysis could underpin the development of teaching resources designed for Māori-medium educational settings.

year: 2004