In modern democratic country, the complexity of public affairs is a difficult topic of public policy. Only admires the objective analysis technology is insufficient to in accordance to the complex public decision-making. Therefore, the public policy formulation needs the suitable political judgment. But populace's policy-making cognition mode then is the key to carry out the policy formulation. Today Taiwan society had the certain democratized degree and the economic basis, the populace had opportunity to participate in public affairs. As a result of is extremely insufficient in the participation public affairs training, the populace has not been able by rational when discuss the public subject that he faces. Here cognition is uncoordinated and possible to initiate the policy-making conflict. If we want to reduce the policy-making conflict to achieve higher policy-making quality, it is the necessary thorough understanding common populace's policy-making cognition mode. This research is based on the Cognitive Continuum Theory, take sets up a wetland park as the example, designs a quasi-experiment to directly compares efficacies of analytical, intuitive and quasi-rational cognition mode of the populace in the public decision-making. The research target lies in to regards the analytical cognition and the intuitive cognition is dichotomous proposes the counter-evidence, proved they are the beginnings and ends of the cognitive continuum. The findings showed that, (1) the characteristic policy-making judgment cognition mode of the populace to the wetland park judgment is a continuous distribution state. (2) The cognition identity of judgment method to be able to induce the cognition identity of the policy-making judgment. (3) The populace's policy-making judgment behavior has the analysis cognition identity that they can depend on analytical judgment method to carry on the policy-making judgment. (4) The policy-making cognition mode can come under cognition of identity influence the policy-making judgment method. The better correlation of judgment method and the goal cognition identity, the more consistent policy-making performance.

Democratic politics is a process where political elites compete for votes (Schumpeter, 1950) and therefore campaign communication is an indispensable area in it. In the beginning, campaign communication focused more on public policy promotion (Peng, 2005) and now is campaign-communication oriented to define communication strategies adopted in election campaign. Election campaign becomes fiercer after party politics takes root in Taiwan and that is where campaign advertising comes in. Purposes of campaign advertising by a candidate or party include image shaping, promotion of campaign issue and statement of political platform and achievements. We examined campaign literature of Democratic Progressive Party in 2010 Kaohsiung Mayoral Election and adopted Cognitive Continuum Theory (CCT) to analyze how appeal of campaign advertising influenced voter. Quasi-experiment was adopted. 45 questionnaires were issued to 45 participants individually due to the nature of the questionnaire. Results indicate that voters in Kaohsiung are more intuitive and support a candidate more because of the candidate¡¦s image than his/her platform. Reflect Kaohsiung voters' cognitive characteristics to be more intuitive. These cognitive characteristics show not only economic but serious social issues in Kaohsiung.

Kaohsiung is transforming from a city of heavy industries into one of service industries, the rate of unemployment and adjustment of industry structure are becoming the real challenges for local development. During WTO and the 2009 World Games, moreover, Kaohsiung is expected to rise to the challenge of risks. Meanwhile, demand of citizens in Kaohsiung are not fully corresponded to public policies made by central government, and most of the people don¡¦t care as much as should local affairs because of lack of effective communications between public and private sectors. Therefore, in city marketing efforts, it would be more important to encourage participation and integrate multiple sectors¡¦ opinions as ¡§internal marketing¡¨ rather than just trying to attract businesses to the city. An integrated public affair management(PAM) framework(Wang et al., 2003)is adopted to describe situations in the pluralistic societies. Then we introduce the Cognitive Continuum Theory(CCT) adopted by Hammond et al., (1987) and Interactive Management (IM) technique developed by Warfield (1994). Results of studies are: 1) the problems of Kaohsiung¡¦s local development on structure of industry, human resource and port of Kaohsiung, 2) in the CCT studies there exist quite a few differences of cognition and modes of cognition presented tend to ¡§intuition¡¨ or ¡§analysis¡¨ between limited information, and 3) the IM analysis include competitive strategies for Kaohsiung¡¦s local development and an problematique diagram to demonstrate the structure of strategies. The conclusion is that, although there exist diversities of opinions among multiple stakeholders in Kaohsiung, they can be quite effectively addressed with the IM technique. Methods and results introduced and used here should be of value to relevant agencies about public forum and citizen conference.