Konsumenten är idag inte en rationell individ i lika stor utsträckning som tidigare. I dagens postmoderna kunskapssamhälle söker kunden en emotionell upplevelse kring en produkt och vill uppleva en spänning i sitt konsumerande. Idag fokuserar företag främst kring synliga intryck i sin kommunikation mot kunden, men att rikta sig till människans samtliga sinnesintryck - syn, ljud, känsel, smak och lukt - är idag av större betydelse. Genom att kunden på så sätt påverkas på ett djupare plan finns det möjligheter för företag att stärka dess varumärke i kundens medvetande. Strategisk marknadsföring kring kundens fem sinnesintryck benämns med Brand Sense. Detta begrepp är relativt nytt inom marknadsföringen - säväl teoretiskt som praktiskt. Syftet med vår uppsats är att undersöka om företag på den svenska marknaden beaktar tillämpandet av Brand Sense.

In nowadays, advertisement and DM overwhelm our life, and visual Marketing is overused for a long time. Therefore, other marketing tools about sense organs may become new field. According previous researches pointed out, sense of smell may be most powerful but lower developed sense, and people have strong recognition and memory pattern about sense of smell as well. As a result, scent could be a good method to apply in the brand and marketing. Besides, there are plenty of foreign researches about sense of smell, but there are only few domestic papers which focus on this issue. Under this circumstances, it is hard to determine whether the foreign researches could apply in Taiwan. Therefore, the proposition of this study are as following¡G (1) Analysis the influence about environment scent to emotion, recall, evaluation and behavior about consumer.(2) Analysis the influence about environment scent under different product types to emotion, recall, evaluation, and behavior about consumer. (3) Analysis the influence about environment scent under different consumer characteristics to emotion, recall, evaluation, and behavior about consumer. In this study, environment scent is independent variables, and product type and consumer characteristic are moderators. This research is a 2(environment scent) x 2(product type) experiment design. Comparing the result of consumer emotion, recall, evaluation, behavior between groups about using environment scent or not, product types and consumer characteristics. The conclusions are summarized as follows¡G (1) Having environment scent is more obvious about consumer emotion, recall, evaluation, and behavior. (2)There is no difference under product types about consumer emotion, recall, evaluation, and behavior. (3) There is interaction between under consumer characteristic about consumer emotion, recall, evaluation, and behavior.

In this thesis I try to discover the American West in Annie Proulx¡¦s Wyoming Stories. I do so in three chapters, each devoted to a different approach of the stories: chapter one looks at Proulx¡¦s work from the point of view of history, chapter two from that of sense of place, and chapter three looks at the grotesque elements in the Wyoming Stories. While approaching Wyoming Stories with a historical perspective, I discuss how Proulx reverses the stereotypical Western images that have been widely accepted since Frederick Jackson Turner published his ¡§The Significance of Frontier.¡¨ I use historian Patricia Limerick¡¦s historical observations, which discover the intertwined relationship of the mythisized West and American culture, to be my theoretical base to examine how the stereotypes of the American West create a virtual American West while marginalizing the real American West. I argue that Proulx¡¦s Wyoming Stories break the Western myths and suggest that the region has many of its own stories to tell. By presenting an unconventional Western image to readers, the stories also invite new perspectives on the region which may lead more outsiders to see the West without stereotypes. In chapter two, I argue that Proulx¡¦s stories contain a ¡§sense of place¡¨ that does not resemble the joyous topophilic feelings usually associates by that phrase, but that rather, presents complicated relationships between humans and the landscape. By presenting different relationships between humans and landscapes in her Wyoming stories, Proulx also exposes urban-rural conflicts that result from an urban living style that turns away from landscapes and ¡§the world out there.¡¨ However, as the urban pushes the rural far away, Proulx suggests that the rural, also rejects the urban. Nevertheless, I argue that, Proulx establishes in her stories a communal path for both sides with her sense of place that stresses that ¡§everything is linked.¡¨ In the third chapter, I turn to the grotesque to discuss Proulx¡¦s writing style and how this style leads the readers into the inner culture of Wyoming that is itself grotesque and full of contradictions. I also argue that with the form of grotesque, Proulx¡¦s stories weave complex and challenging texts that often confuse and challenge readers so that they have to constantly work with the stories, questioning them as well as their own experiences and knowledge in order to make sense out of the stories. And such a process not only allows the readers to, again, connect to a Wyoming or American West that does not exist in the stereotypes, but also provides a chance for readers to see conflicts, struggles, and grotesques in themselves and their own cultures.

Attractive people are more likely to be considered as having better abilities, personalities, and interpersonal relationships. Does the physical attractiveness of a teacher affect the first impression of students of the teacher, and further affect learning concentration and achievement? Second, humor is a type of philosophy and wisdom. People with a good sense of humor are more approachable and have more advantages in interpersonal relationships. Is a humorous teacher capable of creating a happy learning environment to enhance the learning concentration and achievement of students? Junior teachers spend less time teaching and they are typically viewed less favorably compared to senior teachers regarding knowledge structure, teaching strategy, and their understanding of students¡¦ learning difficulties. Are senior teachers with many years of experience capable of improving the learning concentration and achievements of students because they have more teaching experience and progress? In this study, we attempt to understand the influence of teacher characteristics on the learning concentration and achievements of students. Therefore, we used a user within the quasi-experimental method. Teachers with various levels of physical attractiveness, senses of humor, and years of teaching experience were selected to teach students. The learning concentration and achievement of the students were analyzed and compared. The results were as shown below: First, the results of learning concentration showed that the physical attractiveness of a teacher is negatively correlated with learning concentration. The sense of humor of a teacher is positively correlated with learning concentration. Years of teaching experience is positively correlated with learning concentration. Teachers¡¦ physical attractiveness, sense of humor, and years of teaching experience have an interactive effect on learning concentration. Second, results on learning achievement showed that the physical attractiveness of a teacher is not significantly correlated with learning performance. The years of teaching experience of a teacher is not significantly correlated with learning performance. The sense of humor of a teacher is positively correlated with learning achievement. The interactions among factors such as teachers¡¦ physical attractiveness, sense of humor, and years of teaching experience did not show significant correlation with learning achievement According to the results of this study, we suggest that the myth about physical attractiveness should be dispelled, and that educational training regarding teachers¡¦ senses of humor should be strengthened. We recommend that future research include in-depth investigations on the differences between Asians and Caucasians regarding physical attractiveness and teacher charisma.

It¡¦s recently with increasing frequency of ¡§divided government¡¨ caused by ¡§split-ticket voting¡¨, the straight- and split-ticket voting acts of electors are set great stores by the studies of voting attitude. The major and councilor elections in the end of 2002 was just right the model of straight- and split-ticket voting study that elector could vote major and councilor, which are with or without the same party. Both the aggregate- and individual-level data were analyzed in this study. The aggregate data announced by Central Election Commission was assay by King EI model to evaluate the ratio of the four voting categories. The individual-level data made after elections was based on the ¡§2002 Taiwan¡¦s Election and Democratization Study¡¨ (TEDS 2002), which was by visiting electors, and the Survey Center of National Sun Yat-sen University (NSYU), which was by phone call. The survey data of Kaohsiung elections was analyzed to find the main factors that influence the straight- and split-ticket voting, and this may help to find the true manner of voting behavior. Based on the unusually political environment, this study defined the particular ¡§general sense¡¨ straight- and split-ticket voting, including ¡§blue¡¨ and ¡§green¡¨ camps. By cross-table and logit model analysis, the properties of split-ticket voters and the recessive voters which were exclude in ¡§narrow sense¡¨ were identified. Finally, the major cause of split-ticket voting is the satisfaction of political affairs, and the principal cause of straight-ticket voting is the identification of political parties.

The community empowerment is a process of improvement of community power through the professional assistance and training to inspire residents to develop the collective power, community participation and to create the culture characteristics. However, the concept of social capital was not focused and analyzed in traditional community discussion. That is, this research not only distinguishes the relation between community empowerment and sense of community, the factor of social capital is also added to investigate influence among all factors. Finally, this research proposes some related suggestions as a reference for future policy in Integrated Community development filed. The objective of this research is focused on the Gang-kou village, Siao-gang district, Kaohsiung City, and 208 questionnaires are investigated. Factor analysis, the Pearson Product-Moment Correlation Coefficient, Cluster analysis are employed and several focal points are found: (1) There is significance between the correlations between sense of community with empowerment cognition, and social capital with empowerment cognition. (2) The correlation between basic characters of residents (such as sex, age, time of living (residential period), occupation, and accommodation) and empowerment cognition are significant. (3) In terms of Cluster analysis, the empowerment cognition is divided into three groups, ¡§high collective efficiency cognition¡¨, ¡§high community recourse cognition¡¨, and ¡§high self-recourse cognition¡¨. It reveals the differences between sense of community and the eight factors of social capital in the ANOVA test are all significant. The resident should be able to develop their own characteristics, employing the ability of independence, self-supports, and self-restraints with empowerment and social capital to create the opportunities of community growth and collective cooperation. In accordance with the research results, five recommendations are proposed: (1) to activate and deepen the empowerment training model for residential talents to strengthen the community¡¦s identification and to create and to cultivate common values; (2) to condense community care by connecting community nets (webs) and information communicating systems; (3) to improve the community participation by holding the localized activities; (4) the empowerment results in positive effects on self-confidence of residents; (5) the impacts of family interaction on empowerment should be emphasized.

As a single English word can have several different meanings, a single meaning can be expressed by several different English words. The meaning of a word depends on the sense intended. Thus to select the most appropriate meaning for an ambiguous word within a context is a critical problem for the applications using the technologies of natural language processing. However, at present, most word sense disambiguation methods either disambiguate only restricted parts of speech words such as only nouns or the accuracy in disambiguating word senses is not satisfiable. The ambiguous situation often bothers users. In this study, a new word sense disambiguation method using WordNet lexicon database, SemCor text files, and the Web is presented. In addition to nouns, the proposed method also attempts to disambiguate verbs, adjectives, and adverbs in sentences. The text files and sentences investigated in the experiments were randomly selected from SemCor. The semantic similarity between the senses of individually semantically ambiguous words in a word pair is measured to select the applicable candidate senses of a target word in that word pair. By a synonym weighting method, the possible sense diversity in synonym sets is considered based on the synonym sets WordNet provides. Thus corresponding synonym sets of the candidate senses are determined. The candidate senses expanded with the senses in the corresponding synonym sets, and enhanced by the context window technique form new queries. After the new queries are submitted to a search engine to search for the matching documents on the Web, the candidate senses are ranked by the number of the matching documents found. The first sense in the list of the ranked candidate senses is viewed as the most appropriate sense of the target word. The proposed method as well as Stetina et al.¡¦s and Mihalcea et al.¡¦s methods are evaluated based on the SemCor text files. The experimental results show that for the top sense selected this method having the average accuracy of disambiguating word senses with 81.3% for nouns, verbs, adjectives, and adverbs is slightly better than Stetina et al.¡¦s method of 80% and Mihalcea et al.¡¦s method of 80.1%. Furthermore, the proposed method is the only method with the accuracy of disambiguating word senses for verbs achieving 70% for the top one sense selected. Moreover, for the top three senses selected this method is superior to the other two methods by an average accuracy of the four parts of speech exceeding 96%. It is expected that the proposed method can improve the performance of the word sense disambiguation applications in machine translation, document classification, or information retrieval.

Sustaining economic growth and prevailing democratic system have promoted consumers¡¦ sense for their rights and interests. We could see organizations for protecting consumers around the world, including Taiwan who established its consumers¡¦ organization in 1980. On the other hand, advances in information technology and continuous development of internet, both by means of flow of information extend the expression of quality issues of producers. All of this forces producers to more concern their product¡¦s quality. Besides, the global competition is now far more intense, not only by the convenience of transportation, but also by the spread of media. Producers who could enjoy its proprietary local niche in the past, now is facing the diminishing market that is invaded by much more foreign newcomers. This tendency also forces producers to review their competitive strategy. Not only do they focus on lower price, but also they appeal to product quality. This research, under the premises of escalating strategic level of quality, explores the operation of quality system of producers in Southern Taiwan. This research tries to verify the effect form the power position of QA Department to performance of QA system. It also considers the disturbing effects from quality sense of organizational members and the integrality of QA system. On the basis of a sample of Southern Taiwan manufacturing companies, the research analysis shows that the power position of QA Department will influence the performance of QA system. But both of quality sense of organizational members and the integrality of QA system also have substantial effect on it.

Since 1987, the interaction between the cross-strait turned into a varied pattern. The political interactions displayed an absent status in each of particular periods. However, on another side, the lower level of the economic, trade, social and cultural integration aspects between the strait has become more interdependent and animated. In reviewing theories of the cross-strait relationship, this paper will take the approach of the integration theories, and employ the viewpoint of Karl W. Deutsch of the Communications. The paper also attempts to examine the critical factors that have influenced the integration on the relations between China and the Taiwan in the integration system. And have a thorough understanding of the effect and development in the integration process. The conclusion is that the integration situation has been separated into two sides of pro-independence and pro-unification. The aspect of political integration is in the position to choose one side or the other while non-political aspects of economic, society, and culture have developed to closed relationship. In other words, this paper will explore how the two actors interact from lower politics to higher politics such as political integration and cooperation.

Research into Elementary School Teacher¡¦s Meaning of Life, Attitude Towards Life Education and the Implementation of Life Education Abstract This research aims at probing into life meaning sense , educational attitude of the life of the grade teacher of Tainan and to the view of implementing the present situation of life education. It is 681 teachers of primary school of Tainan to study samples , carry on research with the investigation method of the questionnaire. In order to describe statistics , t-test, one-way ANOVA, LSD law are compared afterwards , Pearson product-moment correlation. The conclusion got in this research is as follows: (1) The idea that the life educated has already been popularized in the primary school, grade teachers of Tainan generally hold the attitude with definite front , teaching method , teaching opportunity and teaching material use all quite lively pluralism.¡¨ time insufficient ¡§, it knows to be can insufficient with¡¨teaching material lack¡¨ is it have heavy difficulty most met to implement. (2) Grade teachers of Tainan generally present ¡§ good degree and height ¡§to approve in life meaning sense . There is difference of showing because of the teacher's different sex , marital status , age , religious belief , scale of the school , school site. No study in a school in the university , well educated and serving the age and service seniority , taking on the post and having most differences because of the change of teacher. (3) Grade teachers of Tainan generally present ¡§ good degree and height¡¨ to approve in educational attitude of the life. Sex , marital status , age , religious belief , scale of the school , well most educated , the age and service seniority of service , post of holding and having difference of showing because of the change of teacher. There is a difference because the teacher's difference studies in a school in the university , school site . (4) Highly relevant between life meaning sense and educational attitude of life, grade teacher of the life meaning with high sense , its behavior in educational attitude of the life is better too. According to the above conclusion , put forward the suggestion on educational administrative organ , school , teacher , media and parents separately. Key word: Life education , life meaning sense , educational attitude of the life