Donating money to a charity based on consumer purchase is referred to as cause-related marketing . In this research, we profile consumer psychographics for skepticism toward advertising in a CRM context. To be specific, this study investigates whether and how psychological antecedents and gender differences influence consumer skepticism toward advertising. An empirical study was conducted with 291 participants. Structural equation modeling was employed for hypothesis testing. The results suggest that a utilitarian orientation and an individualistic mindset are positively related to (...) skepticism toward advertising, while a hedonic orientation and a collectivistic mindset are negatively related to skepticism toward advertising. Gender differences are also found in the aforementioned relationships. The segmentational approach of gender and psychographics can assist marketers to explain consumer attitudes toward CRM and then to communicate with those CRM advocates better. (shrink)

Hsün Tzu was an eminent Legalist. The book Hsün Tzu fully reflects his Legalist thought. In the decisive period of great social change at the end of the Warring States period he stood in the front ranks of the age and created a great deal of public opinion in favor of the replacement of the slave system by the feudal system; he "disclosed the past, set forth the present, dispersed disorder, and propagated reason as easily as turning over his hand" (...) , creating a thick foundation of theory for the Legalist line and manifesting the vital and vigorous fighting spirit of the newly rising landlord class. (shrink)

My discussion in previous chapters was limited to the origin of Chinese culture and its fundamental spirit exhibited in the process of historical development. In what follows, I am going to discuss the spirit of Chinese culture in specific areas such as philosophy of nature, theory of human nature, ideals of moral life, the world of daily living, the world of ideal personalities, and the spirit of art and religion. The center of discussion will be a comparison between Chinese and (...) Western philosophy and culture. Therefore, before discussing Chinese cosmologies, I am going to present the cosmologies in the West as a preparation for comparison. Nevertheless, the main task of this chapter is not a special treatise on the natural sciences and philosophies of China and the West. Instead, my focus is on the differences between ideas of nature, their values and fundamental spirit. I hope my readers understand this point first. (shrink)

I wrote this essay for three reasons. First, in proofreading The Reconstruction of the Humanistic Spirit, I felt that this great pile of articles contained only general discourses on the social and cultural problems of China and the Western world but did not mention my own philosophical position and religious faith. Although the pattern and style of the essays in this book might excuse this defect, I was afraid that some of my readers would find it difficult to grasp the (...) main themes of thought in the book. Therefore, I wanted to write an article to compensate a bit for this shortcoming. Second, for many years, in teaching courses on Chinese or Western philosophy, I have been used to following the general lecturing method of university professors who stress the objective introduction of philosophical doctrines to enrich students' knowledge. (shrink)

In our discussion on the development of political consciousness in the Chinese people in the past one hundred years, we will focus on the upward development made in the course of the reconstruction of the nation. If we simply study the historical facts, the past one hundred years are tragic. But if we study the spirit of the people during this period, we cannot but recognize that the Chinese people have never given up and that they have been constantly struggling (...) upward. In the history of their struggle the Chinese people have gone astray many times; otherwise, the country would not be what she is now. But from mistakes corrections are made, thus eliminating the possibility of repeating the same mistakes. This is what we call the instructional value of history. From this view, the Chinese people are presently undergoing a crisis in which they seem to have nothing to support and nothing to possess. But spiritually and ideologically, the Chinese people possess the most substantial "have," one that no other people or nation of the world has had. This most substantial "have" is the historical experience gained through the continuous upward struggle against failures in the reconstruction of their nation. This historical experience can be valuable only when it has become the self-consciousness of the people and their future generations. This self-consciousness is related mainly to the development of political consciousness in the Chinese people in the past hundred years. (shrink)

We may have different ways of defining the nature of philosophy. One view would take philosophy to be a system of knowledge just like science; only it is a more comprehensive system that includes all science, or rather, it is a synthetic system of knowledge. Another view would take philosophy to be just a reflective and critical attitude. It purports to reflect on methods, postulates, axioms, and fundamental concepts that science relies on to build its knowledge in order to clarify (...) other scientific concepts and principles and to understand the limit of each science and of scientific knowledge itself so that they will not be wrongly applied to areas where they do not apply. Still another view would take philosophy to be that which helps us to understand the universe and human life, to have wisdom to penetrate into history, culture, and concrete affairs, and to give us direction for our actions. Of these three, the first view takes philosophy to be an activity for pursuing knowledge, the second view takes philosophy to be an activity for understanding our knowledge, and the third view takes philosophy to be an activity that starts with knowledge in order to achieve wisdom, which is above and beyond knowledge. All these views have their justifications. I would like to elaborate on them in the following. (shrink)

As the title suggests, in this part of the essay I am going to discuss in brief the religious spirit of Confucianism.

In one sense, all academic thoughts are human ideas, and all cultures are productions of man. Therefore, the spirit of all human cultures is always humanistic. To discuss any kind of academic thoughts is to discuss the ideas of man. Speaking in this way, however, we cannot reveal and illuminate the meaning of such terms as "humanistic thought" or "humanistic spirit" because of the lack of contradistinctions. We must then say that, in addition to humanistic thought or spirit, there are (...) also human thoughts or spirit which are nonhumanistic, super-humanistic, subhumanistic, and even antihumanistic. (shrink)