Carbon dots (CDs) are a novel type of fluorescent nanoparticles with a particle size smaller than 10 nm. They possess several advantageous properties, including excellent biocompatibility, light stability, water solubility, and low toxicity. CDs have been widely researched in recent years. As a treasure of ancient Chinese science, traditional Chinese medicine (TCM) is rich in various active ingredients and has a variety of pharmacodynamic effects, which have been used for thousands of years. TCM-CDs prepared with TCM as carbon source can create some special functions and then may play a greater medicinal value. The purpose of this review was to engage in an in-depth conversation about the use of TCM-CDs in medical therapy and bioimaging. Firstly, this study provides a comprehensive exploration of different synthesis methods for TCM-CDs, comparing their respective advantages and disadvantages. Subsequently, the intrinsic pharmacological activity of TCMCDs, encompassing antibacterial, hypoglycemic, hemostatic, anticancer, and anti-inflammatory effects, is mainly discussed, alongside their underlying mechanisms of action. Additionally, investigations into in vitro imaging of diverse cell types and the distribution and uptake of TCM-CDs under in vivo imaging guidance are presented. Finally, the significance of TCM-CD research, key challenges and issues within this field, and future directions for development are summarized and outlined.

Recently, brand managers have widely adopted brand anthropomorphism as positioning strategies to differentiate from other competitors. Aggarwal and McGill (2012) anthropomorphized brand as two specific roles. Brand-as-partner refers its role as “the co-producer of benefits”, a relationship in which the brand and consumers work together to co-create the benefits as equals. However, brand-as-servant represents its role as “the outsourced provider of benefits”, a hierarchical relationship in which the brand works for consumers to create benefits. Our research extends prior literature by investigating how a brand can improve consumers’ responses with the anthropomorphization of being either a collaborative partner or a supportive servant, depending on consumer’s mind-set  aptly termed implicit theories. Implicit theories are the beliefs that people have about the nature of human characteristics. In specific, entity theorists believe human traits are relatively fixed and stable; and incremental theorists believe human traits are substantially changeable (Dweck & Leggett, 1988). These two implicit theories trigger many distinctive cognitive and behavioral patterns. For example, entity theorists prefer effortless success and receiving assurances to signal their abilities. In contrast, incremental theories emphasize on self-improvement through high effort to realize their self-enhancement and intentions (Park & John, 2014). We generalize this theory to anthropomorphic brand positioning and adopt consumer’s efficacy (confidence) to explain the underlying mechanism. We hypothesize a servant brand is more appealing to entity theorists, because they prefer situations in which they are guaranteed of being satisfied effortlessly (Dweck & Leggett, 1988). Therefore, they are more confident about their abilities when a servant brand acts as an assurance for providing benefits. In contrast, a partner brand may be more attractive to incremental theorists, because they believe their abilities can be improved through working with the partner brand. Thus, they should be more self-assured about their abilities, and increase their perceived efficacy to realize their intentions. Three studies were conducted to test the hypotheses by both manipulating and measuring implicit theories. The consistent results revealed the significant interactions between brand roles and implicit theories on brand evaluation as well as the mediation effect of consumer efficacy. In sum, this research contributes to brand managers by advising them to cultivate appropriate brand role position in accordance with the target and potential consumer’s distinct mind-set.