Editor's Notes:
In the era of globalization, digitalization and rapid development of intelligence, brand innovation has become a key factor in the sustainable development of enterprises. Whether it is product design, packaging innovation, marketing strategy, or business model, domestic and foreign brands are constantly exploring and iterating to adapt to market demand and changing consumer preferences.Sino-German Branding Institute opens lecture series on "International Branding Innovations".The branding experts and scholars from the industry and academia are invited.Sharing the latest trends, methods and cases of international brand innovation to inspire teachers and students to think innovatively and to enhance the branding disciplines.
Presenter Introduction
Frank Zenker, Professor, Department of Philosophy, Nankai University, with main research interests in philosophy of science, cognitive science and social epistemology. He has taught at internationally renowned universities such as Bogazici University in Istanbul, Turkey, Warsaw University of Technology in Poland, University of Konstanz in Germany, and Lund University in Sweden, and has published a large number of papers in international peer-reviewed journals, and is currently devoted to research on the unified methodology of argumentation schemes and the development of prediction theory in the behavioral sciences.
The Evolution of Behavioral Science and the Essence of Theoretical Constructs
In his lecture, Prof. Zenker provided an in-depth review of the development of behavioral science, with a strong emphasis onThe Critical Role of Theoretical Constructs in Parsing Patterns of Human Behavior. He briefly outlined two major challenges facing the behavioral sciences:Inadequate precision of effect measures and weak inductive basis for theory construction.. In response to the hot debate about the reproducibility of behavioral experiments in recent years, Prof. Zenker detailed a number of methodological improvements that have been made to enhance the reliability of research results, such as pre-registration of research programs, open datasets, and the adoption of more rigorous statistical standards. In addition, he pointed out that the open science movement is changing the traditional research culture and leading more researchers to follow the principles of transparency and verifiability.
An In-Depth Analysis of the Effects Problem (BS) in the Behavioral Sciences
Prof. Zenker provides an in-depth analysis of the effects problem in Behavioral Science (Behavioral Science) includingKey dimensions of effect size, presence, direction, and reproducibility. To facilitate understanding, he divided the experimental subjects into experimental and control groups and guided the present teachers and students to gain insight into the behavioral differences between the two. Through the dissection of data from a series of behavioral science experiments, Professor Zenker showed thatThe ultimate vision of the behavioral sciences lies in building a body of theory that can accurately predict and effectively intervene in population effectsHe emphasized that this goal could not be achieved by induction alone (i.e., "model fitting"), but rather by the power of theorizing (also called "theory enhancement"). He emphasized that this goal could not be achieved by relying solely on induction (i.e., "model fitting"), but rather on the power of theorizing (also known as "theory enhancement"). This requires an in-depth understanding of the magnitude of the true effects, which will provide the building blocks for a solid theoretical system.
Topic Discussion: Credibility and Application of BS Discovery
Prof. Zenker guided students through an exploration of the credibility and application of BS findings, focusing le three key topics.
In response to the credibility of the BS findings, Prof. Zenker noted that the first step should be toExamining the source of the story, whether it is from an authoritative academic journal or a peer-reviewed research organization. Secondly, the rigor of the research methodology needs to be assessed, including factors such as sample size, randomization process, control variables, etc. He emphasized thatGiven that the behavioral sciences are facing a "reproducibility crisis," it is important to verify that studies can be independently replicated.
With regard to "whether BS findings can be used in individual research", Prof. Zenker suggests that we should cite them with caution, evaluate them thoroughly, and ensure that they meet the aforementioned criteria. At the same time, we shouldCultivate critical thinking, be skeptical of any research, and make sure there are good reasons to believe it is reliable.
In response to the question "How will 'science' in BS evolve?", Prof. Zenker argues for the need toEnhancing cross-cultural integration to build a better framework for understanding human behavior.Enhance the reproducibility of research and improve policies to make it more effective in more areas, thereby promoting the sound development and effective application of BS-related "science".
During the interactive exchange session, the atmosphere was warm, and the students and faculty present actively and enthusiastically spoke and had an in-depth discussion with Prof. Frank Zenker, who suggested that students inWhile focusing on your own professional studies, you should broaden your knowledge, break the boundaries of your discipline, try to synergize with other disciplines, and explore uncharted territories.People also expressed that the talk not only deepened their understanding of the core concepts of behavioral science, but also provided valuable advice and inspiration for their future studies and career development.
English