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Neuromarketing lies at the intersection of three main disciplines: psychology, neuroscience, and marketing, and it has been a successful neuroscientific approach for the study of real-life choices such as consumer behavior [1]. A current gap in the cosmetics field is the lack of published research studies, considering the marketing investment done yearly in this category. With the rapid economic expansion and the rise of social media in China, consumers' interest in beauty is growing. Even though the Chinese cosmetics sector is rapidly expanding, no studies have been done with Chinese consumers. This study aims to employ the same approach as previously done in consumer neuroscience studies to evaluate cosmetic brands' marketing strategy to understand better if immediate emotional responses can be measured using Electrodermal Activity (EDA). Here, we focus on cosmetics products advertisement as a model to understand consumer preference formation and choice. Eighteen Chinese female consumers were recruited between 19 and 37 years old. From the results obtained, it was understood that none of the participants have voted for the product advertisement for which they showed higher emotional arousal. However, it appears that the participants' preference is for the products for which the brand awareness is stronger since the product advertisements with more votes are the ones for the Korean brand used. The product advertisements with Asian faces were the ones with more votes, suggesting that Asian faces have engaged consumer preference. However, the product advertisements for the Brazilian brands, unknown to the Chinese public, were the ones with fewer votes, although, those product advertisements were the ones with more emotional arousal per minute. Those advertisements were also those with non-Asian faces, suggesting that this feature influenced voting decisions. From this study, it has been observed that Electrodermal Activity is a measure of emotional arousal that by itself cannot be translated into consumer engagement. Therefore, it is also proposed to evaluate brand awareness in future studies related to product advertisements. The physical features of the people included in the advertisements is also suggested to be further evaluated in future studies since a different cultural background seems to influence the consumers' engagement. Furthermore, using EDA to complement other neurophysiological tools like facial expression analysis is also suggested for future studies to have evidence about the nature of the emotions raised.
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In this essay, we put forth a novel solution to Plantinga’s Evolutionary Argument Against Naturalism, utilizing recent work done by Duncan Pritchard on radical skepticism. Key to the success of Plantinga’s argument is the doubting of the reliability of one’s cognitive faculties. We argue (viz. Pritchard and Wittgenstein) that the reliability of one’s cognitive faculties constitutes a hinge commitment, thus is exempt from rational evaluation. In turn, the naturalist who endorses hinge epistemology can deny the key premise in Plantinga’s argument and avoid the dilemma posed on belief in the conjunction of naturalism and evolution.
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It is argued that the role of the Chinese government to support the cross-border operations of Chinese firms is to assist these firms in overcoming their limited established brands, and their disadvantages in technology and managerial resources, which were also the reasons why such firms decided to enter emerging markets instead of developed markets. This strategic choice is preferred to avoid direct confrontation with established firms from developed countries endowed with superior ownership advantages. Therefore, Chinese resources seeking firms innovate by increasing investment in developing and emerging markets to develop unique ownership advantages for sustainable market development and competitive advantage. This research investigates the ownership advantages of resources seeking Chinese firms in these markets using the OLI theory. The paper contributes to explaining the specific advantages of Chinese MNEs when entering emerging markets. The study applied a two-stage qualitative methodology to examine Chinese firms operating in Nigeria. The first stage included an exploratory study based on interviews with key informants and experts while the second stage included a case study methodology. The study focused on resources seeking Chinese MNEs operating in Nigeria.
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The aims of the present study are to investigate the level of work engagement of the inclusive teachers in Macau and what potential factors would contribute to the increase of their level of work engagement. In this research, the framework of the self-determination theory developed by Ryan and Deci in 2000 was partially employed. I suggested the inclusive teachers’ self-efficacy and perceived autonomy to act as the independent variables, while perceived organisational support was involved as the mediating variable. Quantitative method was applied in this study by using an online self-response questionnaire (N= 150). The stratified sampling strategy was applied as well in order to ensure the representativeness. No gender difference of work engagement level was found among Macau inclusive teachers. Positive correlations were found among all variables. Besides, perceived organisational support was expressing positive mediating effects on the relationships between independent and dependent variables under some specific circumstances. For example, the relationship between efficacy to use inclusive instructions and emotional and physical work engagement; the relationship between perceived autonomy and cognitive, emotional, and physical work engagement. Theoretical and practical implications for the non-tertiary schools and inclusive teachers can be found in this study. Future studies should be continued to investigate the limitations and suggestions of this field of research
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