Green advertising is more environmentally friendly? The influence of advertising color on consumers' preferences for green products.

The color of green product advertisements is an important factor affecting consumers' preferences. Based on the theory of the self-control system, this paper explores the influence mechanism and boundary conditions of green product ad color on consumers' preferences through three experiments. Experiment 1 tested the effect of advertisement color type (green/color) on consumers' preferences for green products. The results show that color ad can promote consumers' preferences for green products compared with green ad. Experiment 1 also analyzed the mediating role of the self-control system between advertisement color type (green/color) and consumers' preferences. Experiment 2 further clarified the boundary of the main effect. The effect of ad color (green/color) on consumers' preferences was only effective in the context of green products. Experiment 3 explored the moderating effect of green product type (egoistic/altruistic) on the main effect. The results show that only when the green product type is altruistic, the ad color type (green/color) can significantly affect consumers' preferences. This study is the first to link the ad color of green products with consumers' preferences. The findings confirm that the use of color ad for green products can elicit higher consumers' preferences than pure green ad, which enriches the research on the color of green product advertisements.

Curriculum management effect of counseling psychology graduate students' clinical practice: A preliminary evaluation / 中国心理卫生杂志

Objective:To test curriculum management effect of graduate students'clinical practice of counseling psychology.Methods:Totally 26 students [average age (24.5 ± 1.0) years] who completed 30-day interns summer were investigated with the self-made questionnaire evaluating the quality of clinical practice.Results:All students obtained promotion in practice activities,the attendance ranged from 50.0％ to 96.2％.The overall satisfaction was (3.8 ± 0.8) and the average degree of supervisors'satisfaction was (4.0 ± 0.8).There were 92.3 ％ of the students had participated more than 224 hours' practice and completed all tasks.After the interns,the students had significantly improved in all 8 aspects of professional abilities.Conclusion:In graduate education of counseling psychology,curriculum management of clinical practice may be an effective approach to improve students' clinical skills.