从社区认同到品牌认同：如何基于在线社区提升品牌的消费者心智份额？

随着在线社区的兴起，如何在社区中开展网络营销活动，不断提升消费者的品牌认同感，通过品牌的有效定位以占领更多的消费者心智份额日益受到越来越多品牌的关注和重视。本文将基于RAS信息接收-接纳(Receipt-Accept-Sample)模型，针对不同类型的消费者群体从社区平均心智份额与社区消费者心智份额两个角度探讨基于在线社区的消费者品牌认同提升效果，并根据品牌发布广告的信息复杂度与信息强度来揭示广告信息特征对消费者品牌认同提升效果的影响，进而提出在线社区消费者品牌认同提升的品牌定位实施策略建议。研究发现：(1)在线社区消费者的平均心智份额呈现曲折上升态势，品牌有必要适时调整支撑品牌定位的营销组合策略；(2)消费者的心智资源不会被某一品牌所独占，品牌无法获取所有消费者的认同；(3)品牌定位应是简单明了且易于理解；(4)在提升消费者的品牌认同时，应基于消费者个性展开提升而非消费者的能力与意识；(5)在线社区消费者品牌认同提升过程中始终存在被竞争品牌攻击与反超的风险，品牌可能会流失已经夺取的心智资源；(6)即使品牌重启新的品牌定位战略，也无法全部挽回因竞争品牌反击而遭受的损失。本文在验证以往品牌认同与品牌定位理论相关结论同时，也获得了现有理论中未曾揭示的研究发现，为品牌开展有效品牌定位，扩大消费者心智份额，提升在线社区消费者品牌认同提供了借鉴。     

湛若水心学视域下的易学观

湛若水哲学体系的构建与易学密切相关。在阐释心学思想时，湛若水借鉴《周易》经传的思想，创造性诠释了《系辞》、乾卦、复卦，构建一套以“知几”为核心的修养工夫论。“心之体即是易体，心之几即是爻变”为湛氏易学思想的总纲，该理念高度概括了心与易通一不二的关系，积极推动了明代中晚期心学易思潮的发展。     

Examining links between affective empathy,cognitive empathy,and peer relationships at the transition to school

The current study aimed to (i) examine associations across features of affective and cognitive empathy, and (ii) explore their independent role for children's peer relationships at the transition to school. Affective empathy was measured using both observations of children's facial affect during an empathy-eliciting event and dispositional affective empathy to peer distress via teacher report. Cognitive empathy was measured using an index of children's proclivity to engage in perspective taking when witnessing the distress of another. Children's theory of mind was also assessed given close links with cognitive empathy. Participants were 114 Australian children (M_age = 67 months, SD = 5 months) assessed across two sessions during their first year of formal schooling. Findings showed that features of children's affective and cognitive empathy were unrelated, but both showed independent associations with children's positive peer relationships (assessed via peer-reported social preference and teacher-rated peer social maturity). The current study provides support for the delineation between features of affective and cognitive empathy in early school-age children, and the importance of understanding both affective and cognitive empathy for children's peer relationships at the transition to school. These findings have implications how we understand both the nature of empathy in childhood and the role it plays in supporting children's positive peer relationships.     

修身、成圣与革命：五四时期道德主义者的激进化

五四运动后“救亡”与“启蒙”、“政治”与“文化”的交织与竞逐是我们理解中国近代史的一条线索。既有研究多将恽代英呈现为一个具有道德主义色彩和儒家伦理底蕴的五四知识分子，然而顺着这一思路，我们却难以理解他为何从温和的道德结社转向革命。本文认为，恽代英精神世界中的心学底色，以及他对青年会社会服务经验的借鉴，使他形成了与共产主义者相通的道德认知；道德结社的困境则促使他走向政党运动，以群众运动实践自己的道德理想。恽代英的早期经历为我们呈现了过渡时代具有儒学底蕴的知识分子面对现代政治秩序时的道德困惑，这有助于我们理解中国共产主义革命对德性的强调以及儒家中国的现代转化。