This research is trying to understand the relationship between spokesperson and athletic products. With the increasing competing markets, major athletic brands are focusing on marketing strategies in order to attract and obtain consumers. Among them, brand¡¦s marketing is extremely important to sports industry. This is because the enterprise can attract consumer¡¦s attention through its spokesperson and represent their unique characteristics to promote its products. Using spokesperson to endorse its brand is a bridge to communicate with the consumers. The successful career of a professional sports endorser will create an image for the brand, which will lead the consumers belief by wearing the products will have the similar and expected results. When a brand decides on its spokesperson, it is based on the spokesperson¡¦s public image and personal characteristics. First of all, the enterprise will consider if the spokesperson¡¦s image is positive, then they will review if his/her characteristics fit well with their athletic products. This research will related spokesman from western countries for examination on the relationship of the spokesperson with brands and regarding the buying effects on consumer. According to Ohanian¡¦s (1991) research paper, celebrity endorser¡¦s source credibility, contains three dimensions: attractiveness, trustworthiness, and expertise, has positive impact on consumers¡¦ purchase intent. This research proved that the source credibility theory applies to sports brands¡¦ marketing in Taiwan market as well. The research findings not only confirm with Ohanian¡¦s theory, but also discovered one additional factor, exposure, that affect consumers¡¦ perception on endorser¡¦s credibility, but also influence consumers¡¦ intention to purchase. Based on the initial findings, the study then designed questionnaire for survey for the consumers. The survey results proved that endorser¡¦s exposures have significant impact on the consumers. When the Exposure Effect enhances the endorser¡¦s attractiveness, the endorser¡¦s source of credibility affects consumer¡¦s buying perception. Thus, the study suggests the sports brand marketers, for better marketing values, to investigate the endorser¡¦s media exposures, in order to elevate consumers¡¦ buying intention.

Amabile defines creativity from ¡§product¡¨. In her opinion, the behavior of creativity is by the products of the relevant fields of expert's assessment, and develops ¡§consensual assessment technique (CAT)¡¨ as the way to measure creativity. And Amabile proposes ¡§component model of creativity¡¨. If individual wants to have the creative behavior, he must possess three components: ¡§expertise¡¨, ¡§creative-thinking skill¡¨, and ¡§ task motivation¡¨. The main purpose of this study was to confirm the Amabile¡¦s component model of creativity and consensual assessment technique. This study had collected 29 students of a fifth grade in primary school class, and amounted to 162 drawing products. There were 9 judges come from 3 art domain expert's groups, including that 3 judges come from university professor's group, 3 judges come from junior and elementary teacher's groups, and 3 judges come from painter's groups. Each judge used the inventory of consensual assessment to evaluate each product independently. And this study designed inventory to exam students in the same class in order to collect the data. According to the results of the research: ( a) It was high common consensus that all judges evaluate creativity ,( b) It was middle-to-low common consensus that each group evaluate creativity , (c) Creativity measures taken in different groups showed significant correlations, (d) It was high common consensus to evaluate the creativity of the specific theme works, (e) The correlation between expertise and creativity was significant, (f) The correlation between creative-thinking skill and creativity was significant, (g) The correlation between motivation and creativity was significant. According to the results of the study, it could provide some suggestions for education and relevant studies, and it offered the foundation of further following studies in academia.

Aim of the study was to discuss and identify individual differences that influence the user performance during usability tests of consumer products that are known to prevent researchers to conduct systematic studies. The rationale behind the study was developing a tool for sampling in order to handle experiential factors as a variable rather than a source of error. The study made it possible to define and elaborate on constructs general interaction expertise (GIE) and general interaction self efficacy (GISE), and to devise a measurement scheme based on performance observation and attitude measurement. Both perspectives were evaluated with preliminary validity studies and it was possible to provide evidence on predictive validity of the tool developed. Furthermore, opportunities of utilizing the results in design and qualitative research settings were also explored.

Situation Awareness (SA), is defined as perception of environmental entities, comprehension of their meaning, and estimation of their status in the near future (Endsley, 1995a). The general aim of the study is to investigate the relationship between SA and individual cognitive dierences. Specifically, the predictive value of working memory and attentional capacity measures on SA measures, taken from pilots of different expertise levels, is of interest. In the literature, SA has mostly been studied from an applied perspective. The present study therefore aims at providing the necessary cognitive underpinnings of these more applied studies. Two experiments were conducted. In Experiment 1, individual dierences and SA measures have been taken from thirty-six pilots. Automated Operation Span, Stroop Task, and Choice Reaction Time Task with Dichotic Listening were used for measuring working memory capacity (WMC), inhibition, and divided attention, respectively. Online and offline SA measurements were employed together for tapping on different aspects of SA in a cognitively demanding flight scenario. Results showed that WMC and expertise explain 58% of variability in offline scores while inhibition, divided attention, and expertise explain 52% of variability in online scores. In Experiment 2, the aim was to find correlates of eye movements in terms of individual differences. Scan patterns were studied across four SA-related visual tasks with ten expert pilots. Results showed that more expert pilots produced less fixation durations but no other eects of individual dierences on the eye movements were observed. It was also observed that expert pilots deploy some scan strategies while performing these tasks.

Most of previous word of mouth studies focused on marketing and consumer behavior issues. However, for job applicants, word of mouth could be a significant reference when applicants are looking for jobs. The present study tried to find out if word of mouth will influence organizational attractiveness perceived by potential applicants and under what situations related to word of mouth have the stronger effect. Hence, the study examined if the impact of word of mouth and if these impacts are moderated by the situational variables of tie strength with presenters and expertise of presenters and moderated by individual-difference variables of self-monitoring, self-esteem, and risk-taking. Results indicated that word of mouth has significant impact on organizational attractiveness. The moderation effects of potential applicants¡¦ tie strength with presenters, expertise of presenters, and self-esteem are also supported.

I conduct experiments to investigate how episodic knowledge obtained from prior experience as an auditor or a manager affects audit committee members' judgment in supporting the auditor in a disagreement with management. This paper sheds light on the advantage of first-hand accounting-related experience in the important oversight task. It also brings to bear the potential benefit from direct manager experience as claimed by researchers and regulators. I find that the episodic knowledge obtained from prior experience as an auditor, especially the experience of having been a diligent auditor, strengthens the degree of auditor support of participants in the role of an audit committee member. By contrast, the effect of episodic knowledge from first-hand experience as a manager on the likelihood of auditor support varies with the manager type. While the episodic knowledge acquired from direct experience as an aggressive manager augments the level of auditor support, such knowledge attained by prior experience as a conservative manager has no significant effect.

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By the end of this century, half of the approximately 6000 extant languages will cease to be transmitted from one generation to the next. The field of language documentation seeks to make a record of endangered languages before they reach the point of extinction, while they are still in use. The work of documenting and describing a language is difficult and extremely time-consuming, and resources are extremely limited. Developing efficient methods for making lasting records of languages may increase the amount of documentation achieved within budget restrictions. This thesis approaches the problem from the perspective of computational linguistics, asking whether and how automated language processing can reduce human annotation effort when very little labeled data is available for model training. The task addressed is morpheme labeling for the Mayan language Uspanteko, and we test the effectiveness of two complementary types of machine support: (a) learner-guided selection of examples for annotation (active learning); and (b) annotator access to the predictions of the learned model (semi-automated annotation). Active learning (AL) has been shown to increase efficacy of annotation effort for many different tasks. Most of the reported results, however, are from studies which simulate annotation, often assuming a single, infallible oracle. In our studies, crucially, annotation is not simulated but rather performed by human annotators. We measure and record the time spent on each annotation, which in turn allows us to evaluate the effectiveness of machine support in terms of actual annotation effort. We report three main findings with respect to active learning. First, in order for efficiency gains reported from active learning to be meaningful for realistic annotation scenarios, the type of cost measurement used to gauge those gains must faithfully reflect the actual annotation cost. Second, the relative effectiveness of different selection strategies in AL seems to depend in part on the characteristics of the annotator, so it is important to model the individual oracle or annotator when choosing a selection strategy. And third, the cost of labeling a given instance from a sample is not a static value but rather depends on the context in which it is labeled. We report two main findings with respect to semi-automated annotation. First, machine label suggestions have the potential to increase annotator efficacy, but the degree of their impact varies by annotator, with annotator expertise a likely contributing factor. At the same time, we find that implementation and interface must be handled very carefully if we are to accurately measure gains from semi-automated annotation. Together these findings suggest that simulated annotation studies fail to model crucial human factors inherent to applying machine learning strategies in real annotation settings. / text

The Arctic—warming at twice the rate of the rest of the planet—is a source of striking imagery of amplified environmental change in our time, and has come to serve as a spatial setting for climate crisis discourse. The recent alterations in the Arctic environment have also been perceived by some observers as an opportunity to expand economic exploitation. Heightened geopolitical interest in the region and its resources, contradicted by calls for the protection of fragile Far North ecosystems, has rendered the Arctic an arena for negotiating human interactions with nature, and for reflecting upon the planetary risks and possibilities associated with the advent and expansion of the Anthropocene—the proposed new epoch in Earth history in which humankind is said to have gained geological agency and become the dominant force over the Earth system. With the Arctic serving as a nexus of crosscutting analytical themes spanning contemporary history (the late twentieth and the early twenty-first century until 2015), this dissertation examines defining characteristics of the Anthropocene and how the concept, which emerged from the Earth system science community, impacts ideas and assumptions in historiography, social sciences and the environmental humanities, including the fields of environmental history, crisis management and security studies, political geography, and science and technology studies (STS). The primary areas of empirical analysis and theoretical investigation encompass constructivist perspectives and temporal conceptions of environmental and climate crisis; the role of science and expertise in performing politics and shaping social discourse; the geopolitical significance of telecoupling—a concept that reflects the interconnectedness of the Anthropocene and supports stakeholder claims across wide spatial scales; and implications of the recent transformation in humankind’s long duration relationship with the natural world. Several dissertation themes were observed in practice at the international science community of Ny-Ålesund on Svalbard, where global change is made visible through a concentration of scientific activity. Ny-Ålesund is furthermore a place of geopolitics, where extra-regional states attempt to enhance their legitimacy as Arctic stakeholders through the performance of scientific research undertakings, participation in governance institutions, and by establishing a physical presence in the Far North. This dissertation concludes that this small and remote community represents an Anthropocene node of global environmental change, Earth system science, emergent global governance, geopolitics, and stakeholder construction in an increasingly telecoupled world. / <p>QC 20151211</p>

The 2008 financial crisis provoked a debate over how we as a democratic society ought to govern the modern market economy. Our prevailing response to this problem of economic governance has been to appeal either to free markets as self-regulating, self-optimizing systems, or to technocratic rule by neutral experts. Both these systems are appealing because of they claim to promote the public good free of the corruption, irrationality, conflict, and vagaries of democratic politics. This project aims to overcome this skepticism to sketch an account of a democratic approach to economic governance, inspired by the thought and reforms of the Progressive Era. / Government