The rapid development of credit default swap market has changed the manner of credit risk management of banks to some extent and has had a new influence on the bank-enterprise credit model. In this study, the credit financing process of credit risk in small- and medium-sized enterprises gathers within a bank, which makes it difficult for SMEs to raise funds. On the basis of the perspective of CDS, we construct an incentive game model of bank-enterprise credit behavior and analyze the (...) influence mechanism of the credit financing of SMEs on CDS contract coupon rate, CDS payout ratio, bank-enterprise credit effort, and loan recovery rate when considering CDS. The result shows that the CDS contract leads to insufficient supervision after a bank loan, the moral hazard of the SMEs rises, and the probability of credit default events increases. In addition, in view of CDS, the SMEs can access more credit funds. (shrink)

Green innovation plays a critical role in mitigating environmental issues and balancing the interaction between economic growth and the natural environment. Drawing on social network and resource-dependence theory, this article scrutinises the relationship between independent director interlocks and corporate green innovation. Using the data from listed Chinese companies from 2010 to 2022, this study finds that independent director interlocks can significantly promote corporate green processes and product innovation. This research further finds that internal corporate contexts can also influence the relationship (...) between independent director interlocks and green innovation. Moreover, the results indicate that corporate environmental commitment positively moderates the relationships between independent director interlocks and corporate green innovation. This study also provides significant implications for firms seeking green innovation performance and for policymakers seeking ways to fulfill the mission of carbon dioxide abatement. (shrink)

Boolean-valued models generalize classical two-valued models by allowing arbitrary complete Boolean algebras as value ranges. The goal of my dissertation is to study Boolean-valued models and explore their philosophical and mathematical applications.In Chapter 1, I build a robust theory of first-order Boolean-valued models that parallels the existing theory of two-valued models. I develop essential model-theoretic notions like “Boolean-valuation,” “diagram,” and “elementary diagram,” and prove a series of theorems on Boolean-valued models, including the (strengthened) Soundness and Completeness Theorem, the Löwenheim–Skolem Theorems, (...) the Elementary Chain Theorem, and many more.Chapter 2 gives an example of a philosophical application of Boolean-valued models. I apply Boolean-valued models to the language of mereology to model indeterminacy in the parthood relation. I argue that Boolean-valued semantics is the best degree-theoretic semantics for the language of mereology. In particular, it trumps the well-known alternative—fuzzy-valued semantics. I also show that, contrary to what many have argued, indeterminacy in parthood entails neither indeterminacy in existence nor indeterminacy in identity, though being compatible with both.Chapter 3 (joint work with Bokai Yao) gives an example of a mathematical application of Boolean-valued models. Scott and Solovay famously used Boolean-valued models on set theory to obtain relative consistency results. In Chapter 3, I investigate two ways of extending the Scott–Solovay construction to set theory with urelements. I argue that the standard way of extending the construction faces a serious problem, and offer a new way that is free from the problem.Abstract prepared by Xinhe Wu.E-mail: xinhewu@mit.edu. (shrink)

In Movements of the Mind (MoM; Wu, 2023a), I give a theory of agency that uncovers its internal psychological structure, revealing how creatures with minds do things. While my focus is on things we do 'in our heads', mental actions, the theory concerns all forms of agency. The book also provides a theory of attention and its essential connection to action. It characterizes intention in action as a type of memory for work, drawing on empirical theories of working memory. Further, (...) it reveals the essential role of bias in action, providing an account of various psychological biases. The theory is then applied to three phenomena prominent in philosophical practice: implicit (better, automatic) bias, reasoning deductively, and introspection of conscious perceptual experience. (shrink)

While the proliferation of social media technologies in China has empowered the public with new opportunities for public expression and political engagement in a ‘virtual public sphere’, Chinese Internet censorship has meant that users have to develop creative ways to engage in political criticism. In a context where both mechanical and human censors are employed, Chinese users have become adept at utilizing the affordances of technology, Chinese language and cultural resources to express their opinions through social media. Drawing upon data (...) from the Chinese microblogging website, Weibo, surrounding the major chemical explosions in 2015 in Tianjin, the study explores three discursive techniques of indirection by Chinese social media users to express political criticism in the context of censorship. The study highlights that through the creative use of quotation, allusion and irony, users challenged the authority’s official narratives of the event. The study not only demonstrates the pluralization and dynamics of Chinese online expression, but also points to a better understanding of Chinese censoring as a continuingly evolving interplay between technology and cultural forms and between layers of government and users. (shrink)

The interruption of supply chain caused by unexpected events results in great economic losses. In this paper, we consider that the supply chain risk management consists of a manufacturer and a retailer faced with demand and supply uncertainties caused by the interruption of supply chain. We consider that the manufacturer transfers the disruption risk by purchasing BI insurance. Three models are established to illustrate the impact of insurance on supply chain decision-making under risk. It is observed that business interruption insurance (...) can increase the retailer’s order quantity and supply chain profit. The higher the interrupt probability is, the more obvious the value of the business interruption insurance is. Furthermore, the retailer helps the manufacturer to share the premium, and the manufacture shares the proceeds of insurance with the retailer, which can stimulate retailer to order more and increase the profit of manufacturer and retailer. (shrink)

Food safety risk is becoming a vital issue for public health, and improving public awareness of FSR through social media is necessary. This study aims to explore specific mechanisms of FSR perception; it first categorizes 19 risk characteristics into two variables, dread and efficacy, and then examines how social media use affects perceived FSR through both variables. Additionally, the study explores the moderating effects of source credibility and science literacy on the mechanisms of FSR perception. Based on a nationwide online (...) survey of more than six salient food safety issues in China, the study found that exposure to food safety risk information on social media can help improve perceived FSR based on the proposed “dread–efficacy processing model”, where dread stimulates perceived risk, while efficacy suppresses risk perception. Moreover, source credibility intensifies the effect of social media use on efficacy appraisal, whereas science literacy exerts a “double-weakening” influence on dread appraisal. Theoretical and practical implications of the findings are discussed. (shrink)

本书对自组织理论进行综合性研究,并探讨了关于自然界自组织演化的自然图景和自然观,关于自然科学自组织演化的科学图景和科学观。.

Burnout is a serious problem in the teaching profession. Research suggests that career calling could be regarded as a protective factor against burnout; however, the mediating mechanism underlying this relationship remains to be explored. The purpose of this study was to test the mediating roles of work engagement and teachers' psychological capital. A total of 3,300 teachers completed a self-report questionnaire. Results showed that the relationship between career calling and burnout was mediated by work engagement and teacher psychological capital. These (...) findings provide insights for preventing burnout among teacher groups. (shrink)

Study explores the core areas that enhance the teaching ability of Chinese teachers in the Chinese+Medical learning program. The participants in the study were 150 students of Dali University and questionnaires were used to collect data from the participants. Structural Equation Modelling (SEM), Pearson correlation analysis, and ANOVA test were conducted to determine the relationship of these factors. The results of the Pearson correlation are the following findings: teaching experience (TE) has a small positive correlation with teaching ability (r = (...) 0.40,p = 0.05) while professional development training (PDT) has a strong positive correlation with the teaching ability, (r = 0.52,p = 0.01) and the pedagogical strategies (PS) (r = 0.47, p = 0.03) have the strongest positive connections with teaching ability, teacher collaboration (TC) (r = 0.30,p = 0.10 ) and educational resources (ER) (r = 0.35,p = 0.07) exhibit weaker non-significant associations. The SEM analysis findings indicate that the highest path coefficients about teaching ability areTE (C = 0.30,p = 0.02), TC (C = 0.40,p = 0.01), PDT (C = 0.45,p = 0.01),PS (C = 0.35,p = 0.01), and ER(C = 0.25,p = 0.03). The findings of the ANOVA also indicate high variation in teaching competency regarding different PDT (p = 0.03), TE (p = 0.02), ER (p = 0.01), PS (p = 0.04), and TC (p = 0.02). The results altogether suggest that the most significantkey elements that can be employed to improve the teaching ability within Chinese+Medical Education are PDT and TC. (shrink)

Truth-telling for terminally ill patients is a challenging ethical and social issue for Chinese health care professionals. However, despite the existence of ethical and moral standards for nurses, they frequently encounter moral dilemmas when making decisions about truth-telling to patients with end-stage diseases in China. This article aims to provide ethical strategies for clinical nurses in China regarding truth-telling decisions for terminally ill patients on the basis of their individual autonomy. This article first presents a common case scenario in China (...) and then critically discusses ethical issues related to ethical principles and philosophical theories. The aim is to provide the much needed strategy for truth-telling for nurses who are terminally ill rather than to focus on attitudes toward disclosure. This article focuses on nursing morality, ethics, norms, and philosophy in health care and discusses countermeasures taken by nurses in truth-telling decision-making in combination with Chinese Confucian culture. The analysis identifies key ethical strategies tailored to Chinese nurses’ practices, emphasizing individual autonomy, cultural sensitivity, and family dynamics in truth-telling decisions. The complexity of end-of-life illness requires Chinese nurses to strengthen the communication training needed to deliver bad news, as well as critical and autonomous thinking and good communication skills when implementing patient- and family-centered care, to achieve true delivery of bad news, thereby increasing patient autonomy and promoting more successful collaboration among patients, families, and providers. To improve the quality of care. Chinese nurses should integrate ethical principles with Confucian values to enhance patient-centered communication, respecting autonomy while adapting to cultural nuances in end-of-life care. (shrink)

Erratum to: Found Sci DOI 10.1007/s10699-014-9364-0The author, Kun Wu’s name, affiliation and biography have been incorrectly published in the original article. The correct affiliation and biography are provided below.

Differential leadership as a localized leadership style gradually developed on the basis of the Pattern of Differential Sequence. It plays a dual role in stimulating “insider subordinates” and “outsider subordinates” through the dynamic transformation of the roles. Using the process of game reasoning, the study identifies the differing principles used by insider subordinates and outsider subordinates in implementing deviant innovative behaviors. The simulation graph presents the perceived benefits of employees performing or not performing deviant innovative behaviors as clues during the (...) reasoning process, and implements deviant innovative behaviors for the high risk-taking trait of insider subordinates and the high internal control personality of outsider subordinates who implement deviant innovation. The theoretical derivation of behavior provides relevant references, and provides counter measures for effectively promoting employees’ deviant innovative behavior in the context of differential leadership. (shrink)

As an unusual event, fasting can induce strong physiological and psychological reactions, but there is still no clear understanding of how previous fasting experiences affect people’s responses to current fasting. This study aimed to investigate the influence of previous fasting experiences on participants’ basic physiological and psychological responses in a fasting experiment conducted under intensive medical monitoring. For a 22-day experiment divided into four phases, a total of 13 persons participated; the participants were divided into a group with prior fasting (...) experience and a group without prior fasting experience. The results indicate no group differences in physiological responses ; however, differences in psychological states were observed, with the Newbie group showing more negative psychological states overall throughout the experiment. Hence, previous fasting experience may be a buffer against negative feelings during current fasting. For this reason, it is important to consider fasting experiences as a vital factor in future research. (shrink)

In 1654 Zen Master Yinyuan traveled from China to Japan. Seven years later his monastery, Manpukuji, was built and he had founded his own tradition called Obaku. The sequel to Jiang Wu's 2008 book Enlightenment in Dispute: The Reinvention of Chan Buddhism in Seventeenth-Century China, Leaving for the Rising Sun tells the story of the tremendous obstacles Yinyuan faced, drawing parallels between his experiences and the broader political and cultural context in which he lived. Yinyuan claimed to have inherited the (...) "Authentic Transmission of the Linji Sect" and, after arriving in Japan, was able to persuade the Shogun to build a new Ming-style monastery for the establishment of his Obaku school. His arrival in Japan coincided with a series of historical developments including the Ming-Qing transition, the consolidation of early Tokugawa power, the growth of Nagasaki trade, and rising Japanese interest in Chinese learning and artistic pursuits. While Yinyuan's travel has been noted, the significance of his journey within East Asian history has not yet been fully explored. Jiang Wu's thorough study of Yinyuan provides a unique opportunity to reexamine the crisis in the continent and responses from other parts of East Asia. Using Yinyuan's story to bridge China and Japan, Wu demonstrates that the monk's significance is far greater than the temporary success of a religious sect. Rather, Yinyuan imported to Japan a new discourse of authenticity that gave rise to indigenous movements that challenged a China-centered world order. Such indigenous movements, however, although appearing independent from Chinese influence, in fact largely relied on redefining the traditional Chinese discourse of authenticity. Chinese monks such as Yinyuan, though situated at the edge of the political and social arenas, actively participated in the formation of a new discourse on authenticity, which eventually led to the breakup of a China-centered world order. (shrink)

This book is a result from a collective study on philosophy of scientific practice, which began around 2002 and still ongoing. There is an apparently increasing interest in scientific practice, influenced by the historicistic philosophy of science and the sociology of scientific knowledge. Prof. WU Tong and his research group believe that it is necessary for PSP to turn from the theory-dominant position to the practice dominance. PSP has also put forward the possibility of reinterpreting the epistemic status of local (...) knowledge in Chinese tradition, which provides the most significant motivation to participate this study. In this book, we have selected three main cases - namely, Chinese medicine, Fengshui, and Ethnobotany - to examine the effect of PSP. The aim of our collective study is not merely on theoretical construction of PSP, but also to consider the various applications of PSP, especially for re-interpreting and demonstrating the variety of local knowledge from traditional China, which seems to be a genuine contribution to the international enterprise of philosophy of science, particularly made by Chinese scholars. nterpreting and demonstrating the variety of local knowledge from traditional China, which seems to be a genuine contribution to the international enterprise of philosophy of science, particularly made by Chinese scholars. (shrink)

Most neuroimaging research in stroke rehabilitation mainly focuses on the neural mechanisms underlying the natural history of post-stroke recovery. However, connectivity mapping from resting-state fMRI is well suited for different neurological conditions and provides a promising method to explore plastic changes for treatment-induced recovery from stroke. We examined the changes in resting-state functional connectivity (RS-FC) of the ipsilesional primary motor cortex (M1) in 10 post-acute stroke patients before and immediately after 4 weeks of robot-assisted bilateral arm therapy (RBAT). Motor performance, (...) functional use of the affected arm, and daily function improved in all participants. Reduced interhemispheric RS-FC between the ipsilesional and contralesional M1 (M1-M1) and the contralesional-lateralized connections were noted before treatment. In contrast, greater M1-M1 functional connectivity and disturbed resting-state networks were observed after RBAT relative to pre-treatment. Increased changes in M1-M1 RS-FC after RBAT were coupled with better motor and functional improvements. Mediation analysis showed the pre-to-post difference in M1-M1 RS-FC was a significant mediator for the relationship between motor and functional recovery. These results show neuroplastic changes and functional recoveries induced by RBAT in post-acute stroke survivors and suggest that interhemispheric functional connectivity in the motor cortex may be a neurobiological marker for recovery after stroke rehabilitation. (shrink)

Autophagy promotes both health and disease, depending on tissue types and genetic contexts, yet the regulatory mechanism remain incompletely understood. Our recent publication has uncovered a coherent FOXO‐SNAI feed‐forward loop in autophagy, which is evolutionarily conserved from Drosophila to human. In addition, it's revealed that DNA binding plays a critical role in intracellular localization of nucleocytoplasmic shuttling proteins. Based on these findings, herein we further integrate mechanistic insights of FOXO‐SNAI regulatory interplay in autophagy and unravel the potential link of FOXO‐induced (...) autophagy with SNAI in diseases. Besides, the generality of DNA‐retention mechanism on transcription factor nuclear localization is illustrated with wide‐ranging discussion, and more functions potentially regulated by FOXO‐SNAI feedforward loop are provided. Elucidation of these unsolved paradigms will expand the understanding of FOXO‐SNAI interplay and facilitate the development of new therapeutics targeting FOXO‐SNAI axis in diseases. (shrink)

Anderson and Csima defined a bounded jump operator for bounded-Turing reduction, and studied its basic properties. Anderson et al. constructed a low bounded-high set and conjectured that such sets cannot be computably enumerable. Ng and Yu proved that bounded-high c.e. sets are Turing complete, thus answered the conjecture positively. Wu and Wu showed that bounded-low sets can be superhigh by constructing a Turing complete bounded-low c.e. set. In this paper, we continue the study of the comparison between the bounded-jump and (...) Turing jump. We show that low c.e. sets are not all bounded-low and that incomplete superhigh c.e. sets can be bounded-low. (shrink)

The Sea as Mirror traces the pressing and repressed material and symbolic presence of the Mediterranean Sea and the Atlantic Ocean from Plato to Heidegger. To do so, Wu Yi employs the maritime as a lens to understand the drive of philosophy as both a response to and moment within the impetus of Western colonization. Yi examines how philosophy has again and again constructed itself as a genre in opposition to the movement of deterritorialization and fluidity of mimesis. She does (...) so via the method (meta, “after” + hodos, “way, journey”) of a series of essayings (in the original sense of trial, measure, attempt) across a geopolitical topography of discourses. These include philosophical texts drawn from a constellation of historical topoi at the critical moments of their encounter with the maritime: Plato and Euripedes’s work from fifth-century Athens; Augustus and Plautus’s writings from republican and early imperial Rome; Shakespeare’s creations from Elizabethan England; Kant and Rousseau’s texts from enlightenment continental Europe; and the thinking of Husserl and Heidegger from interwar Germany of the twentieth century. For each historical topos, Yi juxtaposes different representations of and responses to the maritime through the reading of a philosophical text vis-à-vis the reading of a literary text. In so doing, she lays bare the deep political and moral ambiguity attributed to the ocean in Western philosophical and literary imaginaries. (shrink)

For scholars, practitioners, and legislators concerned about sexual minority adolescents, one of the main goals is to create more positive and inclusive learning environments for this minority group. Numerous factors, such as repeated patterns of homophobic bullying by classmates and others in school, have been a significant barrier to achieving this goal. In addition, lesbian, gay, bisexual, transgender, and queer adolescents encounter substantial inequality across a broad spectrum of wellbeing and education consequences. Compared with their heterosexual counterparts, LGBTQ adolescents experience (...) more anxiety, depression, suicidal thoughts, antisocial behavior, poorer academic performance, less school attachment and protection, and a weaker desire to finish their studies. Such discrepancies based on gender and sexuality were linked to more maltreatment encountered by LGBTQ adolescents. It is crucial to recognize the backgrounds and expectations of LGBTQ adolescents to offer them the best resources. To overcome the inequality and obstacles faced by these LGBTQ adolescents, it is essential to examine tools and techniques that can be utilized. This study examined the literature that explains why society fails to provide enough support to LGBTQ students. Specifically, mechanisms explaining how LGBTQ adolescents interact with others in the learning environment and how such discrepancies arise will be examined. Following that, violence and prejudice, which are fundamental causes of psychological problems among LGBTQ adolescents, will be explored. This review paper thus provides supportive strategies for schools to develop more inclusive learning environments for LGBTQ adolescents. (shrink)

In ancient times in our country, Wang Ch'ung was an eminent materialist and a brilliant atheist, a progressive thinker who opposed the orthodox feudal thought. This has gone basically unquestioned. This year the February 21 issue of Kuang-ming jih-pao printed in its philosophy section an article by Comrade T'ung Mo-an, "Is Wang Ch'ung a Peasant Class Thinker?" The article is an evaluation completely denying this. T'ung believes that the purpose of Wang Ch'ung's works was "to uphold the rule of the (...) Han," "ardently and unconditionally to sing the praises of the Han ruler and court," "to make sacred the rule of the Han," "to get the populace to live quietly, forever in a servile position," and "to view inimically and to slander peasant uprisings." "Wang Ch'ung was an orthodox thinker of the landlord class," "a thinker produced in the interests of the rule of the landlord class who confirmed the feudal orthodoxy." Although I myself am not praising Wang Ch'ung as a peasant class thinker or denying that in Wang Ch'ung's thought there are negative elements, I am completely unable to agree with the basic viewpoint that the author puts forward. (shrink)

This book transforms phenomenology, music, technology, and the cultural arts from within. Gathering contributions by performing artists, media technology designers, nomadic composers, and distinguished musicological scholars, it explores a rich array of concepts such as embodiment, art and technology, mindfulness meditation, time and space in music, self and emptiness, as well as cultural heritage preservation. It does so via close studies on music phenomenology theory, works involving experimental music and technology, and related cultural and historical issues. This book will be (...) of considerable interest to readers from the fields of sound studies, science and technology studies, phenomenology, cultural studies, media studies, and sound art theory. This book is equally relevant and insightful for musicians, composers, media artists, sound artists, technology designers, and curators and arts administrators from the performing and visual arts. (shrink)

Given the severity of today’s environmental issues, companies are increasingly making green concepts a key component of their operational strategies. As an essential complement to corporate environmental strategy, employees’ green behavior has received attention from all sectors of society. Based on resource conservation theory, this study explores the formation mechanism of employees’ green behaviors in enterprises starting from two green management tools: green human resource management practices and green transformational leadership. Through two-stage questionnaire research, 296 sample data points were obtained, (...) and the research hypotheses were tested by using linear regression analysis. The results showed that green HRM practices in enterprises enhance employees’ green mindfulness and thus stimulate their green behaviors and that green transformational leadership and green self-efficacy play a positive moderating role in the above relationship. These results support the applicability of resource conservation theory in green management and suggest that green HRM practices and green transformational leadership can be used together in the process of green management. (shrink)

Consumers have subjective psychological expectations of the quality and brand of products before purchasing. There is a certain tolerance for products that do not meet expectations. The discomfort caused by tolerance can be smoothly carried out through “reasonable” self-comfort and explanation mechanisms. Based on the theory of rationalization defense mechanism, a 2 × 2 purchase channel matrix of online and offline purchase, online consultation, and the offline experience was constructed to explore the influence of consumers’ tolerance of product quality and (...) brand on their purchase channel choice. The results show that: consumer product tolerance positively influences consumers’ online purchasing choice; consumer product tolerance influences purchase channel choice through rationalization; and the sweet lemon mechanism mediates consumer product tolerance on online consultation and online purchase and offline experience, but the sour grapes mechanism does not mediate. (shrink)

Chinese culture is a lively and active organism. If we are to get to the real image of Chinese culture, we should take as a starting point the first passage of the Chung-yung [Doctrine of the Mean], which expounds its basic principles: "That which Heaven has decreed is called Nature, to follow that Nature is called tao [way] and to cultivate the tao is called instruction." This passage uses three phrases and one breath; these three phrases have a unified nature (...) which cannot be separated and which constitute one long sentence. Because of this, the words as a whole lead people to think of a richly vital and great tree which has the will of Heaven as its roots, human nature as its shoots, the tao as its trunk, and cultural instruction as its branches, leaves, and blossoms. As for the fruit, in terms of the individual, it is the achievement of a completely beautiful character, and in terms of the masses of the people, it is the ordering of the country and the pacification of the realm, the progression from the era of peace under the ancient kings to the age of the Grand Unity [ta-t'ung]. (shrink)

In this review of Eric Schwitzgebel's "Perplexities of Consciousness", we discuss the book's arguments in light of the role of attention in introspection.

The aim of this paper is to explore the conditions under which generalisation from single case studies, in the sense of making inferences concerning a wider class of phenomena beyond a case, is reasonable. Two sets of conditions, in particular, provide the basis for our consideration of this issue. The first is an exploration of the impressive amount of empirical knowledge that is contained within the theories that are used to make observations, to classify phenomena, and to understand and interpret (...) cases. The second is recognition of the role of a pattern of inference known as abduction, or inference to the best explanation, in drawing conclusions from case studies. It is argued that these two conditions, when applied to the procedures for conducting case studies, can be used to defend, as reasonable, the making of certain provisional generalisations from single cases. An epistemological procedure for testing and further justifying these generalisations, with a particular emphasis on dealing with the problem of confirmation bias, is then discussed and recommended. (shrink)

With the progress of social and improvement of public awareness, the demand for enterprises to participate in a social welfare cause is increasing. A company can directly support corporate social responsibility issues through cause-related marketing approaches, for example, by donating part of the proceeds from product sales or simply by donating their products. Previous research has only discussed the impact of one of these CRM approaches on customers in one study. This research compared the effect of these two approaches on (...) the purchase intention of consumers. Experiment 1 demonstrated that, for practical products, the purchase intention of BOGO was higher, while for hedonic products, the purchase intention of BOGM was higher. More importantly, we found a potential mechanism – perceived helpfulness – that drives our main effect. Experiment 2 revealed that the different statement order of charity information and product information in advertising can moderate the main effect. The research also provides several implications and insight into how companies can make donations while winning more customers’ willingness to pay, thus encouraging more companies to fulfill their corporate social responsibility. (shrink)

Consumers often feel embarrassed when buying products like condoms, hemorrhoid cream, and beriberi cream in crowded pharmacies. There is an interesting phenomenon in life: Some beriberi creams use the images of a “real foot”, while others use the images of a “cartoon foot.” Imagine if a young woman needed to go to a retail store for beriberi cream that would embarrass her, she would choose a “real foot image” or a “cartoon foot image” beriberi cream? It has been shown that (...) the embarrassment of these products has a strong negative impact on consumer buying behavior. Previous researches have explored how changing packaging elements of embarrassing products can effectively reduce consumer embarrassment. However, few have examined the impact of different image types of embarrassing product packaging with embarrassment. Therefore, this research explores the effect of image types on consumers’ willingness to purchase embarrassing products and reveals the mechanisms of the underlying effects. The results show that natural images can lead to lower purchase intention of embarrassing products when the advertisement uses first-person pronouns due to the mediating role played by negative body imagery. However, there is no significant difference in purchase intention between different image types in the third-person pronouns. Finally, this paper discusses its contributions and limitations. (shrink)