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This article aims to examine how a person’s thinking style, specifically holistic versus analytic, and a firm’s crisis apology with the remedial solution framed in “why” (vs “how”) terms can interactively impact consumers’ perceived efficacy of the firm to respond to the crisis and their impression or evaluation of the brand.

Hypotheses were tested through three experimental studies involving 308 participants recruited in China. Participants answered survey questions investigating the interactive effects from consumers’ thinking style (culture as a proxy in Study 1, measured in Study 2 or primed in Study 3) and a brand’s crisis apology with the remedial solution framed in “why” (vs “how”) terms on consumers’ perceived efficacy and evaluation of the firm.

The frame of the remedial solution resulting in a higher evaluation improvement depended on a consumer’s thinking style. For holistic thinkers, a “why” (vs “how”) framed remedial solution resulted in a higher evaluation improvement; however, for analytic thinkers, a “how” (vs “why”) framed remedial solution resulted in a higher evaluation improvement. Additionally, the results showed that a consumer’s perceived efficacy of the brand being able to successfully respond to the crisis mediated the interactive effects of the remedial solution framing and thinking styles on the evaluation improvement.

The findings provide evidence that framing of the remedial solution can be leveraged as a tool to reduce negative impact resulting from a brand crisis. Specifically, the results suggest that companies may do well to employ a “why” framed remedial solution, particularly in cases where consumers are likely to process information holistically. Conversely, a “how” framed remedial solution may be effective in situations where consumers are likely to process information analytically.

This research contributes to the literature, being among the first to consider how the remedial solution framing in a firm’s apology can enhance people’s evaluation of the brand and decrease the perceived negative impact resulting from the brand crisis.

During a brand crisis, consumers construct attributions to understand the cause of the crisis and to assign blame, with attributions of blame to firms consequently lowering brand attitudes. The purpose of this paper is to explore attributions of blame in performance- versus values-related brand crisis. Do consumers assign different levels of blame to values- versus performance-related brand crises?

The authors conducted three experimental studies, plus one pilot study, with American, British and Australian participants in which they manipulated the type of brand crisis as values- or performance-related to determine the extent to which consumers attribute blame to the firm and the effects of those attributions on consumers’ brand attitudes.

Findings indicated that consumers assign more blame to firms for a values-related brand crisis than for a performance-related brand crisis.

The findings of this study explain how consumers are harsher towards firms that violate some moral or social standards than those that exhibit product defects.

For branding and public relations officials, finding greater internal attribution for values-related brand crises offers implications for how and what information about such crises ought to be conveyed to manage consumer response and brand reputation.

To the best of the authors’ knowledge, the findings are the first to explore attributions in blame toward values- and performance-related brand crises.

The purpose of this study is to examine the influence of semantic fluency on consumers' aesthetic evaluation in graphic designs with text and the mediating effect of visual complexity in this relationship.

The hypotheses are examined in three experiments. Experiments 1 and 2 both verify that Chinese consumers rated the designs with low (vs high) semantic fluency words as more beautiful, and Experiment 3 further confirmed this effect in non-Chinese speakers.

Confirmed by Chinese and non-Chinese consumers, high fluency text leads to lower perceived visual complexity and less aesthetic perception of the entire design.

Findings enrich the theory of beauty standards and put forward challenges to the positive relationship between processing fluency and aesthetic pleasure. Findings are limited to the decorative function of text, and lack discussions on how designers should balance when the informational function of text is equally important.

This study is the first to discuss how designs with text influence consumers' aesthetic perception and provides meaningful guidelines of transnational marketing for fashion designers and enterprises.

This study examines how the visual cues (i.e. positioning in cobranding advertising) influence the luxury evaluation.

Through four experiments in different contexts, this study investigates the effects of the positioning of two brands in cobranding on luxury evaluation, the moderating role of product category and the mediating role of benefit understanding.

This study finds that the positioning of two brands in cobranding affects luxury evaluation. Specifically, vertical positioning benefits consumers’ attitude toward luxury compared with horizontal positioning. Results also elucidate that such an effect depends on the product category; that is, the effect of positioning on luxury only exists when the cobranded product belongs to the core (vs non-core) category of luxury. The benefit understanding explains the effects of the positioning and product category on the luxury attitude.

This study contributes to the literature on luxury and cobranding by exploring the visual cues at the marketing communication level influencing the evaluation of luxury brands.

The findings provide important managerial guidelines for enhancing luxury cobranding effectiveness.

This study proposes positioning in cobranding advertisements as one of the antecedents affecting luxury cobranding evaluation. Accordingly, this study adopts a new perspective on visual perception, based on conceptual metaphor theory, which advances the theoretical and empirical knowledge of luxury cobranding.

The traditional failure mode and effect analysis (FMEA) has some limitations, such as the neglect of relevant historical data, subjective use of rating numbering and the less rationality and accuracy of the Risk Priority Number. The current study proposes a machine learning–enhanced FMEA (ML-FMEA) method based on a popular machine learning tool, Waikato environment for knowledge analysis (WEKA).

This work uses the collected FMEA historical data to predict the probability of component/product failure risk by machine learning based on different commonly used classifiers. To compare the correct classification rate of ML-FMEA based on different classifiers, the 10-fold cross-validation is employed. Moreover, the prediction error is estimated by repeated experiments with different random seeds under varying initialization settings. Finally, the case of the submersible pump in Bhattacharjee et al. (2020) is utilized to test the performance of the proposed method.

The results show that ML-FMEA, based on most of the commonly used classifiers, outperforms the Bhattacharjee model. For example, the ML-FMEA based on Random Committee improves the correct classification rate from 77.47 to 90.09 per cent and area under the curve of receiver operating characteristic curve (ROC) from 80.9 to 91.8 per cent, respectively.

The proposed method not only enables the decision-maker to use the historical failure data and predict the probability of the risk of failure but also may pave a new way for the application of machine learning techniques in FMEA.

The purpose of this paper is to summarize the advances in grey system theory research and various application achievements in science and engineering. At the same time, it commemorates the 40th anniversary of the birth of grey system theory and the 10th anniversary of Grey Systems–Theory and Application.

Firstly, the innovations of theoretical research in grey system theory were summarized and some of the widely recognized new results are briefly described. By searching and combing the research results of grey system theory in China national knowledge infrastructure (CNKI) database and Web of Science by Institute for Scientific Information (ISI), this paper shows the rapid development trend of grey system theory in the past 40 years, and the successful applications of grey system theory in the fields of social sciences, natural sciences and engineering technologies.

More than 227 thousands literature were found by input 10 phrases such as grey system, grey number and sequence operator etc. in CNKI database. After entering the new century, the number of grey system papers included in CNKI database is increasing rapidly. Since 2008, more than 10 thousands papers have been included per year and more than 15 thousands papers have been included per year since 2014. Grey system method and model are widely used in physics, chemistry, biology and other fields of natural science, as well as transportation, electric power, machinery and other fields of engineering technology, and a large number of valuable results have been achieved.

It can be seen that the grey system theory plays an important role in promoting China’s scientific and technological progress, innovation and development and high-level talent training from tens of thousands of literatures marked with important national science and technology projects and a large number of grey system literatures published by China’s double first-class universities and double first-class discipline construction universities.

Both innovations of theoretical research and practical application play important role in the growth of new theory. The innovations of theoretical research provide methods and tools for practical application, which is conducive to improve application efficiency and broaden application fields. A large number of practical applications needs have become the source of theoretical innovation and the solid background for the birth of theoretical innovation achievements.

During the service period of communication satellite systems, their performance is often degraded due to the depletion mechanism. In this paper, the grey system theory is applied to the multi-state system effectiveness evaluation and the grey Lz-transformation ADC (availability, dependability and capability) effectiveness evaluation model is constructed to address the characteristics of the communication satellite system such as different constituent subsystems, numerous states and the inaccuracy and insufficiency of data.

The model is based on the ADC effectiveness evaluation method, combined with the Lz transformation and uses the definite weighted function of the three-parameter interval grey number as a bridge to incorporate the possibility of system performance being greater than the task demand into the effectiveness solution algorithm. At the same time, using MATLAB (Matrix laboratory) to solve each state probability, the same performance level in the Lz transform is combined. Then, the system effectiveness is obtained by Python.

The results show that the G-Lz-ADC model constructed in this paper can accurately evaluate the effectiveness of static/dynamic systems and certain/uncertain system and also has better applicability in evaluating the effectiveness of the multi-state complex system.

The G-Lz-ADC effectiveness evaluation model constructed in this paper can effectively reduce the complexity of traditional effectiveness evaluation models by combining the same performance levels in the Lz-transform and solving the effectiveness of the system with the help of computer programming, providing a new method for the effectiveness evaluation of the complex MSS. At the same time, the weaknesses of the system can be identified, providing a theoretical basis for improving the system’s effectiveness.

The possibility solution method based on the definite weighted function comparing the two three-parameter interval grey numbers is constructed, which compensates for the traditional calculation of the probability based on numerical values and subjective preferences of decision-makers. Meanwhile, the effectiveness evaluation model integrates the basic theories of three-parameter interval grey number and its definite weighted function, Grey−Markov, grey universal generating function (GUGF), grey multi-state system (GMSS), etc., which is an innovative method to solve the effectiveness of a multi-state instantaneous communication satellite system.

Tourism industry is a highly complex system surrounded by many uncertainties because of its innumerable connections with other supporting systems. Considering tourism, a grey system, the current study proposes optimistic–pessimistic method (OPM). This technique can aid in improving forecast accuracy of four tourism-related indicators, inbound tourism to China, outbound tourism from China, revenues collected through inbound tourism and expenses incurred on outbound tourism.

The study integrates OPM into EGM and then using the secondary data collected from the World Bank database, predicts the four tourism-related indicators. The mean absolute percentage error steered the performance of the models.

One of the main contributions of the study lies in its overall evaluation of one of the major travel and tourism countries of the world in light of four crucial indicators. The study highlights, four tourism-related indicators' recent information, contains more valuable information about the future.

OPM represents a novel application of concept of whitenization of interval grey number in grey forecasting theory.

The year 2022 marks the 40th anniversary of the establishment of the grey system theory (GST), which has been widely applied in the engineering field. This paper aims to systematically identify the achievements, hotspots, knowledge structure and emerging trends in this field.

A bibliometrics analysis was conducted on relevant publications retrieved from Web of Science (WoS) using CiteSpace and MapEquation. A statistical analysis of the collected 3,384 papers was completed. Three networks, including a co-occurrence network, cooperation network and co-citation network, were obtained to draw knowledge structure, hotspots and research frontiers.

The top four applied engineering fields are engineering electrical electronics, computer science artificial intelligence, engineering multi-disciplinary and automation control system. In total, 65 countries have engaged in this field, and China has occupied a leading position, with the largest number of articles published and the widest cooperation with other countries. The USA, United Kingdom (UK) and China Taiwan also contribute a lot. The Nanjing University of Aeronautics and Astronautics and Professor Liu Sifeng have a core position in the cooperation network. More hotspots appear in the last ten years. Regarding the emerging trends, the combination of theoretical models and practical engineering problems has attracted more attention. Besides, the application of GST in environment protection and the integration of the GST and intelligent algorithm became more popular.

The comprehensive bibliometrics analysis and visualization demonstration were conducted, presenting the interdisciplinary characteristics, major research topics and research frontiers in this field.

The technical level of aircraft failure analysis plays a special role in ensuring the safety of civil aviation flight. Using appropriate methods for functional failures analysis can provide a reliable reference for aircraft safety. The purpose of this paper is to provide a new and comprehensive measure based on conventional functional hazard analysis (FHA) and grey system theory to analysis and evaluate the class that each failure belongs to.

This paper integrates multiple methods including the FHA, the fixed weight cluster, the Delphi method and the analytic hierarchy process (AHP). To begin with, use FHA method to sort out the corresponding failure states of a certain system from the perspective of function and determine the evaluation index. And then using group decision and AHP, determine the expert weight and index weight in the fixed weight cluster. The fixed weight cluster function is used to determine the grey class to which a certain functional failure belongs in the complex system.

In the past, the risk assessment of aircraft was mostly dominated by the subjective judgment of the experts, but it was not possible to give an objective observation score for each failure state. This paper addresses the problem efficiently as well as the feature of “little data, poor information.” The risk degree of each failure state can ultimately be replaced by a quantitative value.

This paper uses the idea of clustering in grey system theory to evaluate the risk of landing gear system. In the expert evaluation stage, different experts evaluated the impact degree of the aircraft's failure caused by its functions, so the final risk classification is subjective to some extent.

This study analyzed the different conditions of the landing gear, including the front wheel steering, front wheel damping, front wheel steering system, brake system fault information and so on. It can effectively divide the different failure states and their effects, which is helpful to improve the safety of aircraft landing gear system and provide some useful methods and ideas for studying the safety of aircraft systems.

Based on the FHA analysis process and the grey system theory, this paper determines various potential risks and their consequences of various functions according to the hierarchy, so as to carry out further detailed analysis on the risks that may occur under various functional conditions and take certain measures to prevent them. It is helpful to improve the risk management and control ability of aircraft in the actual flight process and to guarantee the safety of people's lives and property.

This paper is a pioneer in integrating the FHA method and the grey system theory, which exactly can be used to address the problem with the character of “little data, poor information.” The model established in this paper for the defects of FHA can effectively improve the accuracy of FHA, which is of great significance for the study of safety. In this paper, a case about landing gear system is given to illustrate the effectiveness of the model.