Category similarity and benefit similarity have been identified as two important factors that determine a brand extension’s success. However, which of these two factors has a greater impact on consumers’ evaluations has received little attention. This study posits that the relative advantages are moderated by people’s style of thinking – holistic versus analytic. Specifically, analytic (holisti...

PURPOSE To evaluate the effect of preference assessment method on treatment recommended by an individualized decision-analytic model for early prostate cancer. METHODS Health state preferences were elicited by time tradeoff, rating scale, and a power transformation of the rating scale from 63 men ages 55 to 75. The authors used these values in a Markov model to determine whether radical prost...

Learning to read puts evolutionary established speech and visual object recognition functions to novel use. As we previously showed, this leads to particular rearrangements and differentiations in these functions, for instance the habitual preference for holistic perceptual organization in visual object recognition and its suppression in perceiving letters. We performed the experiment in which ...

Speaking assessment is still construed as a complicated, under-researched process from the vantage point of tasks and rater characteristics. The present study aimed at investigating if and how English Major and none English Major teachers differ in their perception of the construct of oral proficiency while assessing learners’ L2 oral proficiency.  To this end, 38 male and female non-native EFL...

Why are some brands more elastic than others? Prior research shows that consumers are more accepting of extensions into distant product categories for brands with prestige concepts (Rolex) than for brands with functional concepts (Timex). In this article, the authors examine consumers’ style of thinking—analytic versus holistic thinking—to better understand the elasticity of prestige versus fun...

Alderson (2005) suggests that diagnostic tests should identify strengths and weaknesses in learners' use of language, focus on specific elements rather than global abilities and provide detailed feedback to stakeholders. However, rating scales used in performance assessment have been repeatedly criticized for being imprecise, for using impressionistic terminology (Fulcher, 2003; Upshur & Turner...