The purpose of this study was to determine the effect of simulation-based Korea advanced life support training on new nurses' knowledge, clinical performance ability, performer confidence, and learning satisfaction. Methods: This is a non-equivalent controlled pre-post quasi-experimental study. A simulation-based CPR training program was applied to 37 new nurses. Results: The experimental group scored lower on emergency management knowledge (83.65±7.61) than the control group (84.55±9.22), which was not significant (t=-4.46, p=.657). However, the clinical performance ability score was significantly higher in the experimental group (109.59±9.98) than in the control group (100.24±11.87) (t=3.581, p <.001). Performer confidence was significantly higher in the experimental group (23.43±3.29) than in the control group (19.90±3.85) (t=3.69, p〈.001). In addition, the learning satisfaction score of the experimental group (96.16±5.64) was significantly higher than the control group (88.42±11.13) (t=3.72, p< .001). Conclusion: This study confirmed that simulation training is an efficient way to improve new nurses' clinical performance ability, and performer confidence. Therefore, applying simulation training in scenarios can improve new nurses' work competence and contribute to improving the quality of patient care.

A large body of word-of-mouth (WOM) research has shown that ratings, rating volume, and text comments function as determinants to assessing quality of products (Berger, 2014; Chen & Lurie, 2013). However, little attention has been paid to the reviewers as a significant source of product evaluation (He & Bond, 2013). To be specific, there is a lack of understanding whether a product is preferred because it was recommended by an associative group or because it was not preferred by a dissociative reference group (dissimilar to self). The results from Study 1 demonstrated that participants are more influenced by similarity-attraction than by dissimilarity-repulsion. To be specific, African American participants rated product a higher, which was recommended by their associative reference group. Similar pattern was revealed in the male group. In Study 2, we found an underlying mechanism to explain the effects from Study 1. We tested the perceived difficulty of processing as a potential mediator for this phenomenon and utilized a choice/reject task. The analysis of moderated mediation (Hayes, 2013) revealed that the significant indirect effect of the number of options on purchase intention was conditional on the deleting approach but not on the choosing approach. By rejecting multiple alternatives, participants were more likely to buy the product since it is easier to make decision. In conclusion, this finding provides insights regarding the decisionmaking process resulting from social influence based on a reference-dependence approach.

Focusing on the effectiveness of a glocalization advertising strategy in China, findings suggest that the ethnicity of endorser moderates the effect of bilingual brand naming (use of both foreign and Chinese brand names) on perceptions of a brand’s luxury quality. Introduction Given a long debate between standardization and localization, many corporations, as a solution, prefer to use both (Featherstone 1990, Sklair, 1995; Friedman, 1999). The right balance of standardization and localization is viewed as the key to success of brands being implemented at a global level, especially in countries the cultural values of which completely differ from those of the brand’s country of origin. The degree of standardization or localization in advertising is determined by various advertising elements. Advertising transfers cultural meaning through signs such as language, aesthetics, endorsers, and so forth, with brands hoping that target audiences positively associate the cultural meanings with the advertised brand (Leclerc, Schmitt & Dubé, 1994; Schmitt, Pan & Tavassoli, 1994; Cheng & Schweitzer, 1996). A brand name and the ethnicity of an endorser, out of the advertising signs, have been recognized as significant cues for conveying a brand image to consumers. This suggests that, in such a place as China, a foreign brand name or a foreign endorser in advertising produces more positive advertising-related responses for a product with foreign characteristics, compared with a Chinese brand name or a Chinese endorser (Zhang & Zhang, 2010). However, when taking a combination of the two strategies or considering the extent of localization in China, little is known about the effectiveness of a glocalization strategy in global advertising in China, which is one of the most attractive international markets to global brands, in particular, luxury brands. In reality, consistent with the argument that the combination of standardization and localization is effective, a number of luxury brands (e.g., Chanel ‘香奈儿’, Dior ‘迪奥’, Bottega Veneta ‘葆蝶家’, Estée Lauder ‘雅诗兰黛’, etc.) create their Chinese brand names when entering the Chinese market while retaining their foreign brand names. This is because most foreign brand names are either too complicated or lengthy, making it difficult for Chinese consumers to remember them or pronounce them (Zheng, 2013). Therefore, the current study attempts to examine the effectiveness of bilingual brand names as a means of a glocalization strategy. Specifically, this study investigates how languages of brand name (presentation of brand name: foreign brand name only vs. Chinese brand name only vs. both of the foreign and Chinese brand names) and the ethnicity of an endorser (Western vs. Chinese) affect consumer perception of the brand’s luxuriousness and consequently influence purchase intention. Method A 3 (language of brand name: foreign brand name only vs. Chinese brand name only vs. both foreign and Chinese brand names) x 2 (ethnicity of celebrity endorser: Western vs. Chinese) between-subject experimental study was conducted to test proposed hypotheses. Six versions of a manipulated print advertisement represented the experimental conditions. For the experiment, data were collected from a sample of 150 undergraduate students in Mainland China through a snowballing sampling technique. To increase internal validity, undergraduate students were used as the sample in the current study as it is suggested that university students are relatively a homogeneous group to reduce individual differences. In addition, considering that most of consumers for luxury goods in China are under 45 years old (Atsmon & Dixit, 2009), and the younger generation (25-35 years old) has been growing into the core consumers for luxury goods in China (Bain & Company, 2014), undergraduates are the potential consumers of luxury brands as they will, in the near future, accumulate consumption power. All subjects logged onto the study’s website, where they were randomly assigned to one of the six experimental conditions. LONGINES, a Switzerland luxury watch brand, was selected as the representative of a luxury brand for subjects, as this particular brand embraces a high degree of localization, having both English and Chinese brand names and both foreign and Chinese celebrity endorsers. It also enjoys high awareness among Chinese consumers. To manipulate the language of the brand name, three variations were used: presentation of brand name in a foreign language [LONGINES], presentation of brand name in Chinese [ 浪琴], and presentation of both brand names in a print advertisement. In the history of its advertising, LONGINES has employed 15 celebrity endorsers, 4 being Chinese. To manipulate the ethnicity of the celebrity endorser, out of the 15 endorsers, Simon Baker and Kate Winslet were selected as Western endorsers while Aaron Kwok, and Lin Chi-ling were used as Chinese endorsers. To reduce confounding effects by using a real brand, brand familiarity and brand attitude were included as covariates in the study. Findings Luxurious Perception of the Brand While controlling brand familiarity (p < .05) and brand attitude (p < .001), the language of the brand name, F(2,142) = 5.254, p < .01, had a significant main effect on the perception of a brand’s luxury quality. More specifically, a follow-up post hoc test indicated that subjects who saw the ad presenting the foreign brand name in Latin showed a stronger perception of a brand’s luxury quality than did those exposed to the ads that presented the Chinese brand name or both of the foreign and Chinese brand names. However, we found no significant difference between the presentation of the Chinese brand name and the presentation of both foreign and Chinese brand names. On the other hand, the ethnicity of the endorser was not found to have a significant effect on the perception of a brand’s luxury quality (p > .05). The results further revealed a significant interaction between the language of the brand name and the ethnicity of the endorser on the perception of a brand’s luxury quality, F(2,142) = 5.647, p < .01. Specifically, Figure 1 shows that both brand names produced a weaker perception of a brand’s luxury quality than the foreign brand name only when the Western endorser is presented, however, both brand names produced an equal effect to the foreign brand name only when the Chinese endorser is presented. The language of brand name, while controlling brand familiarity (p < .05) and brand attitude (p < .001), exhibited a significant effect on purchase intention, F(2,142) = 3.472, p < .05. A follow-up post hoc test revealed that the presentation of the foreign brand name or both of the foreign and Chinese brand names in the ad generated higher purchase intention than the presentation of the Chinese brand name. However, there was no significant difference between the conditions of the foreign brand name and the both brand names. With respect to the main effect of the ethnicity of an endorser on purchase intention, the data did not exhibit a significant effect (p > .05). No significant interaction effect between the language of brand name and the ethnicity of an endorser emerged (p > .05). Mediating Role of Luxurious Perception of the Brand To confirm the moderated mediation of the perception of a brand’s luxury quality on purchase intention, the PROCESS macro model 8 was performed. The study found significant effects of the interaction on the perception of a brand’s luxury quality: βBrand name x Endorser = .54, SE = .17, p < .01. Then, when we examined the joint effects of the interaction effect and luxurious perception of the brand on purchase intention, no significant effect was found from the interaction; βBrand name x Endorser = -.02, SE = .24, p > .05, emerged on purchase intention. However, the effect of the perception of a brand’s luxury quality was still significant; βBrand name x Endorser = .33, SE = .12, p < .01. This implies that the interaction effect of the two independent variables had an indirect effect on purchase intention through the perception of a brand’s luxury quality (CI95, 1,000 bootstrapped samples [.0492, .4229]). Specifically, the perception of a brand’s luxury quality mediated the effect of the language of brand name on purchase intention only in the condition of a Western endorser (CI95: [-.3161, -.0429]), but not in the condition of a Chinese endorser (CI95: [-.0298, .1254]). Discussion The study supports the argument that a brand name is a strong cue for consumer judgment (Thakor & Lavack, 2003; De Mooij, 2010; Elena & Segev, 2012) by suggesting that when a brand uses a foreign brand name (Roman Alphabet), consumers are more likely to view the brand as luxurious; also consumers are more likely to be willing to purchase the brand than when it uses a Chinse brand name. Interestingly, bilingual brand naming has been found to be somewhat complicated. The study suggests that using both foreign and Chinese brand names is as ineffective as using a Chinese brand name only for luxurious perception of the brand. This may be because the use of a Chinese brand name along with a foreign brand name dilutes the cultural meanings (e.g., status, social distinction, etc.) that the foreign brand name on its own transfers to consumers. With respect to purchase intention, however, the use of bilingual brand naming produces an effect equal to the use of a foreign brand name only. This finding indicates that a brand name may be more associated with the perception of brand’s luxury quality than intention to purchase the brand. This further implies that the effectiveness of a glocalization strategy of the brand name by adding a Chinese brand name to an original foreign brand name should be considered with caution. In addition, the current study extends prior research on multi-cue models of country-of-origin effects by demonstrating the moderating role of the ethnicity of an endorser in the effectiveness of the language of a brand name. When a brand uses a Western celebrity endorser, the glocalization strategy of bilingual brand naming seems to be less effective; consumers have a weaker perception of a brand’s luxury quality, compared with a foreign brand name. However, bilingual brand naming is just as effective as foreign brand naming when it uses a Chinese celebrity as the endorser. Supporting previous findings about the synergistic effect of multiple foreign cues (Huang, Fan, & Zhou, 2008), this study implies while the foreign brand name still serves as a foreign cue in bilingual brand naming, the Chinese brand name attenuates the positive effect of the foreign brand name and weakens the synergistic effect from the foreign cues of the foreign brand name and the Western endorser. On the other hand, when a Chinese celebrity endorses the brand, there may not be a synergistic effect from the multiple foreign cues of the foreign brand name and the endorser. Therefore, adding a Chinese brand name to a foreign brand name may not significantly moderate the positive effect of the foreign brand name. Finally, this paper suggests that consumer perception of a product having luxury quality seems to be a strong driver in determining the purchase of a luxury brand, especially when a western celebrity endorsers the brand. Managerially, the study provides insights into the selection of an effective brand-naming strategy and an endorser for advertising when luxury brands do business in the Chinese market. Bilingual brand naming is becoming a common practice in China. Given such a trend in China, is the glocalization strategy on brand naming being deemed effective? If viewing advertising effectiveness from the perspective of enhancing luxurious brand image, the strategy of bilingual brand naming seems to work poorly in China compared with standardized foreign brand naming. It may not be that simple, though, because multiple cues are used to infer cultural meanings of luxury brands and, furthermore, the cues would interact with one another. Considering that many luxury brands use celebrities, especially Chinese celebrities in the Chinese market, foreign or bilingual brand naming is critical to the success of luxury brands, yielding equal effectiveness in luxury perception. This implies that if a brand uses a foreign brand name only, a Western endorser would be more desirable. If the brand adopts bilingual brand naming, then utilizing a Chinese endorser would seem advisable. The study further suggests that the localized strategy in brand name–the use of a Chinese brand name only–is not a good idea for luxury brands in China.

This study aimed to examine the health-related lifestyle habits and eating behaviors according to gender, ethnicity, and residence type of university students in Yanbian, China. Self-administered questionnaires were collected from 302 university students. Of the male students, 12.1% and 42.0% were in the underweight and overweight groups, respectively, and of the female subjects, 21.3% and 16.3%, were in those respective groups. More male than female students preferred the overweight body somatotype. In contrast, about 49.4% of female students were hoping to be underweight, and female students had more obvious difficulties with body somatotype perception, whereas their exercise frequency and time spent exercising per day were much less than those of male students. More Chinese than Korean-Chinese subjects exhibited regular eating habits, which included eating at the same time everyday and at the same frequency per day; these habits were, accompanied by generally healthier lifestyle habits regarding regularity of activity and exercise time. Self-boarding students had a significantly higher BMI (23.7±5.1 kg/m2) and were more likely to be overweight (43.5%) as compared to students who lived in a dormitory or with family. Salty taste was preferred by Chinese students more than Korean-Chinese students, and greasy taste was preferred by Korean-Chinese students as compared with Chinese students. This study found that inherent and environmental factors are related with the dietary behaviors of university students in Yanbian, China. Further studies are required to elucidate the structural elements of family life and the sociocultural factors associated with dietary behaviors in Yanbian.

This study aims to examine the impact of endorser ethnicity and portrayal on consumers’ attitude toward luxury ad and brand. In addition, the moderating role of individual’s appearance self-esteem is examined. In the ads of luxury brands in China, it is common to have two types of endorser ethnicity (i.e., international vs. local) and two types of endorser portrayal (i.e., sexy vs. smart). Endorser ethnicity in an ad may influence consumers’ self-referencing behavior which refers to an individual’s tendency to encode communication information differently depending on the level on which the self is implicated in the information (Rogers et al., 1997). Asian consumers’ self-reference level is found to be higher when they are exposed to ads featuring an Asian model than a Western model (Martin et al., 2004). In other words, if an international luxury brand adopts a localization advertising strategy in China by using a Chinese endorser, the local consumers are more likely to generate a higher level of self-reference.

Research on country-of-origin (COO) effects, or the impact that stereotyped perceptions about nations have on product evaluations and purchase intentions (Nebenzahl, Jaffe, and Lampert 1997), has been heralded as one of the most widely researched topics in international marketing. Whereas the vast majority of studies focused on the general image of a country that triggers the COO effect (Roth and Diamantopoulos 2009; Usunier and Cestre 2007), in light of recent criticisms (e.g., Samiee 2010; 2011; Usunier 2006; 2011), latest literature takes on a narrower perspective by arguing that a company can primarily benefit from the COO effect if consumers believe that the country is a prototypical origin of products in that category (e.g., Switzerland for watches, France for fashion, Germany for engineering). This concept is also referred to as product ethnicity, or the extent of product-country matches (Roth and Romeo 1992; Tseng and Balabanis 2011; Usunier and Cestre 2007). Apart from country characteristics, recent research suggests to consider consumer characteristics at the same time (Josiassen 2011; Riefler, Diamantopoulos, and Siguaw 2012). Indeed, some scholars even argue that COO only matters for certain consumer segments such as ethnocentric consumers (Samiee 2010; 2011). For ethnocentric consumers, knowing the origin of the products they purchase is important because not buying domestic is considered as inappropriate because it causes harm to the domestic economy (Shimp and Sharma 1987). This research aims to clarify how product ethnicity as a form of typicality influences and interacts with consumer ethnocentrism on preferences for domestic products. A controlled experiment with data drawn from a representative US household panel indicates that COO does matter, but, as expected, is contingent on both product typicality and consumer ethnocentrism. Based on realistic choices among several rental car options with varying degrees of typicality, we find that product typicality moderates the impact of consumer ethnocentrism on preferences towards domestic such that domestic country bias will be particularly strong when foreign products have a higher typicality. Furthermore, consumers prefer foreign products with a high typicality over foreign products with a low typicality if they are not ethnocentric. While such behaviour is rational, consumer ethnocentrism eventually neutralizes and even reverses the influence of foreign typicality on consumers’ preferences in that highly ethnocentric consumers rather choose foreign products of lower typicality than foreign products of higher typicality. The main contribution of our paper is three-fold. On the theoretical front, our paper extends research on home country bias and product ethnicity by offering insights related to the boundary conditions of COO effects, in light of special consumer segments such as ethnocentric consumers. On the methodological front, we offer an innovative way of analyzing COO effects that can overcome many criticisms raised on extant COO research. We thus offer a solution to Samiee’s (2009) call for more research using ecologically appropriate designs when analyzing COO effects. Finally, our paper has clear managerial implications. More concretely, our findings imply that also firms originating from countries with a favorable origin have to be careful when actively marketing their origin abroad, as they might be rejected by certain consumer segments.

예이츠는 당연히 무관의 아일랜드 대표시인이며, 건국 시인이다. 아일랜 드의 연극(애비 극장)의to 창립에 중추적이었으며, 애비 극장은 아직도 아일랜드의 위 대한 극예술 제도로 남아있다. 그의 아일랜드 문예부흥에의 헌신은 아일랜드의 민담과 전설을 감상하는 새로운 청중을 만들었다.

얼굴 자극의 성별 및 종족과 라인업 절차에 따른 얼굴 인식에서의 차이를 알아보기 위해 두 편의 실험을 수행하였다. 실험 1에서 사용된 자극은 동남아시아인 및 동북아시아인 남성의 정면 얼굴 이미지였으며 얼굴 자극의 종족과 실험참가자의 종족이 동일할 때 얼굴 인식이 향상될 수 있는지(동종족 우세 효과)를 알아보았다. 실험 2에서는 동북아시아인 남성 및 여성의 정면 얼굴을 자극으로 사용하여 참가자와 얼굴 자극의 성별이 같을 때 얼굴 인식이 더 정확한지(동성별 우세효과) 알아보았다. 두 실험에서 실험참가자는 모두 동북아시아인이었으며 라인업 절차의 동시제시 조건과 순차제시 조건을 사용하여 얼굴 자극 제시 방법에 따른 차이도 비교하였다. 실험결과 동종족 우세 효과와 라인업 절차에 따른 얼굴 인식 정확도의 차이는 관찰되지 않았으나 표적이 동남아시아인 자극일 때 얼굴 인식 정확률이 높았다. 흥미롭게도, 동성별 우세 효과는 여성 실험참가자에 한해 관찰되었다. 이러한 결과를 통해 얼굴 인식이 주의에 의해 영향을 받을 수 있을 가능성에 대해 논의하였다.

This study was conducted to examine dietary behaviors according to residence status and ethnicity of university students in Yanbian, China. For the subjects, 334 university students (Male=141, Female=193) answered a questionnaire about perception of weight control, dietary patterns, health habits, residence status, and ethnicity. Perception of weight, meal frequency, favorite kind of food, meal finishing time, skipping breakfast, type of breakfast, snack frequency, late-night snack frequency, exercise frequency, regular life, and sleeping time were all significantly associated with residence status. Motivation of weight control, meal frequency, regularity of meal time, meal volume, favorite kind of food, exercise time, and regular life were all significantly associated with ethnicity. University students who lived with their parents perceived their weight more properly, exhibited a more positive dietary pattern, and lived a more regular life than those students who lived in a dormitory with their friends. Chinese students exhibited a more regular dietary pattern and lived a more regular life than the Korean-Chinese students. As a result, both environmental and inherent factors are related with the dietary behaviors of university students in Yanbian, China. These data could be used to help university students in Yanbian, China attain a healthy diet.

The objective of this study is to disclose the effect of socio-demographic characteristics such as, age and ethnicity which is comprised of Malay, Chinese, Indian and Others on four financial capability domains namely planning ahead, managing money, choosing products and staying informed. A closed ended self-administered questionnaire was disseminated to a total of 2000 respondents among four types of groups which consist of FELDA or rural area residents, private sector employees, government sector employees and youth in institutions of higher learning in Malaysia. Those four groups were selected to cover a wide range of Malaysian population. 500 respondents were involved in this study for each types of groups through purposive sampling technique. Analysis of Variance (ANOVA) and analysis via Statistical Package for Social Science (SPSS) was utilized in this study. The results revealed that age has significant effect on planning ahead, managing money, choosing products and staying informed. Whereas, ethnicities were found to have no effect on financial capability except planning ahead domain. It is suggested that more devotion should be placed on research and professional training in building respondents’ financial capability. Furthermore, government and non-government organizations should develop a comprehensive approach to intensify their financial capability and upgrade their standards of living especially of financially vulnerable households.

Imagined ethnic ties and affinities have funneled many Koryŏ saram into South Korea—the divided homeland of their ancestors—as coethnic labor migrants and foreign spouses over the past decade. Based on in-depth interviews with ten Uzbekistan-born Koryŏ saram women who currently reside in South Korea with their Korean husbands and children, this paper examines intersections of gender and ethnicity in the women’s migratory paths and life experiences in the employment and family spheres. After contextualizing the ensuing influx of Koryŏ saram to South Korea from the perspectives of ethnic (return) migration and marriage migration, this study looks into how the ten informants’ skills are devalorized as coethnic migrants who lack Korean language skills but appear “Korean” to contemporary South Korean people. This research also investigates the ways that the incipient Koryŏ saram community allows them to seek new employment opportunities while juggling between work and family as a married migrant with children. By examining two salient social differentiations in (social) mobility of Koryŏ saram, this paper not only betokens the social position of Koryŏ saram in South Korea, but also underscores the agency of the coethnic migrant women who struggle to pursue inclusion in the affluent homeland.