28th International Congress of Psychology August 8 ... - U-netSURF

3107.1 Representative bureaucracy and the merit principle in the South Africa public service,
Niven Cloete, University of the Western Cape, South Africa
Within the department of Social Services in the Western Cape, barriers were identified that hinder
the process of achieving representativeness. Based on the Department of Justice’s policy
documents and other government documentation, strategies around transformation within the
department and linked to other organisations such as Disabled People of South Africa, Women’s
League, are suggested. Based on the findings of this research, which emerged out of a qualitative
investigation amongst senior managers, the study offers recommendations that proper steps be
taken to implement policies with greater efficiency, deal with resistance to change which include
education and communication, participation, facilitation and support.
3107.2 Use RT to detect brand specific attributes, Yong Wang, Chunlei Fan, Mouchao Ma, Li
Lei, Xiaqi Ding, Research centre for Social and Ecnomic Behavior, Institute of Psychology,
Chinese Academy of Sciences, China
Questionnaires are often used in exploring the brand specific attributes (BSA) in people’s mind. In
this study, subjects were asked to judge whether the word presented is associated with the brand or
not, meanwhile their response time (RT) was recorded. The result shows that RT measurement
might be efficient to detect BSA. Therefore, it’s worthy to explore the criteria for the level of RT
which distinguishing BSA from common brand association. Correspondingly, the other
experiment held in real market showed RT measurement could be a good supplement to the
national questionnaire investigation to disclose the important brand attributes.
3107.3 The Euro, two years later. The adaptation of three generations to the new currency,
Dominique Lassarre, LPA - Universit?de Reims - France, France
In 1997 we studied the attitudes towards the change of currency in France, then we observed the
reactions during the change. Now we compare the adaptation of 3 generations of the same social
group two years after the change. The questionnaire includes several variables to check if euro is
still a stressful object: the attitude, the fear of meeting problems, the easiness of the use, the
residual stress and the ways of coping with new prices and new income.
3107.4 The inter-action of advertisement and different people, Luyao Liu, China
This study focuses on how do advertisements affect people’s choice. We made an experiment to
test the differences between two kinds of people (experts on the field and common consumers)
looking at different kinds of advertisements. Though recording their eye-movement and testing
how well their memory of the advertisements was we could draw to a conclusion that there is an
inter-action between subjects and material.
3107.5 Redefining the construct “home” to fit the reality of globalization, Martin Morf,
University of Windsor (retired professor), Canada
Two constructions of "home" are differentiated. The traditional exclusive "home" construct
implies local uniformity and global heterogeneity. Within-community variability is low,
between-community variability is high. The new inclusive interpretation of "home" is the result of
globalization which has increased local diversity (you can sample Chinese delicacies in Cincinnati)
and global homogeneity (you can drive your sports utility vehicle on multilane expressways just
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