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- 저자 : Huang Yuwei Jiang) (검색결과 2 건)
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SEDUCING CUSTOMERS WITH FOND MEMORIES: THE EFFECT OF NOSTALGIA ON CONSUMER SWITCHING BEHAVIOR
Zhongqiang (Tak) Huang,Xun (Irene) Huang,Yuwei Jiang 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
Nostalgia refers to the sentimental longing for the valued past (Sedikides, Wildschut, & Baden, 2004). It is considered a bittersweet emotion, involving both wistful joy and sadness (Sedikides et al., 2004). Nostalgia is also a social emotion. Nostalgic memories typically center on social activities involving the self and close others (Wildschut et al., 2010). Prior research has mainly focused on the social and emotional nature of nostalgic narratives, and researchers have only recently started to investigate the motivations triggered by the process of recalling nostalgic narratives. For example, recalling a nostalgic event can heighten people’s motivation to savor such an experience and prolong it (Huang, Huang, & Wyer, 2016). In the current research, we posit that thinking about nostalgic events can trigger another motivation, namely, a desire to revive the past. Whenever people experience nostalgic feelings, they are likely to perceive differences between the present and their memorable past and desire to go back in time (Hepper et al., 2012; Sedikides et al., 2004). This motivation, once activated, can lead people to take actions to change their current state in the hope of reviving the past (Koole & Jostmann, 2004; Kuhl, 1985). This tendency of taking actions to make changes may generalize to subsequent unrelated situations (Kruglanski et al., 2002), and consequently increase consumer switching behavior (Jiang, Zhan, & Rucker, 2014). These predictions were tested across five studies in various consumption contexts. Our findings contribute to consumer research in two important ways, (a) by demonstrating a novel motivational impact of nostalgia on consumer behavior, and (b) by delineating a systematic influence of an unexplored but pervasive emotional factor— nostalgia—on consumer switching behavior. This research also offers practical implications. Conventional wisdom suggests that nostalgia can make consumers prefer products reminiscent of the “old days”. Our findings show that nostalgia can have broader implications for consumer choices and marketers may use it to manage consumer switching behavior.
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Thermo-Mechanical Behavior of Long-Bored Energy Pile: A Full-Scale Field Investigation
Gang Jiang,Dong Shao,Chenfeng Zong,Gen Chen,Jie Huang,Cheng Lin,Xudong Wang,Yuwei Zhang 대한토목학회 2023 KSCE Journal of Civil Engineering Vol.27 No.1
A geothermal energy pile is a revolutionary piling technique that combines a pile foundation with a ground source heat pump system that not only supports the structure but also provides heating and cooling for buildings and bridges. The thermo-mechanical behavior of long energy piles in soft clay has rarely been investigated, despite their increasing utilization. A long floating energy pile with a length-to-diameter ratio of 66.7 was evaluated on its own and monitored in service of the supported structure in the city of Kunshan, China. With vertical mechanical loads, the experiment involved alternate cooling and heating cycles, allowing for careful analysis and assessment of the pile's temperature, stress, and displacement. Temperature-induced stress, axial force, and friction resistance of the pile shaft, as well as the change in displacement of the energy pile throughout building, were all studied. The field observations revealed without any surprise that a longer energy pile outperformed a shorter one in terms of heating exchange capacity with a more homogenous temperature distribution along the pile. Following a quasi-linear relationship with the temperature variation, the thermo-induced additional axial force soared with the larger length-diameter ratio of the pile and may even reach four times that of the pile under pure mechanical loads. Important additional settlements were also observed especially in cooling conditions. The shaft frictions along the long bored energy pile were found to have a complicated distribution, which requires further investigations.
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