This research was conducted to test and analyze the influence of service quality on behavioral loyalty through customer satisfaction and attitudinal loyalty to 4-Star Hotel in East Java.This research is a survey resea...This research was conducted to test and analyze the influence of service quality on behavioral loyalty through customer satisfaction and attitudinal loyalty to 4-Star Hotel in East Java.This research is a survey research.The sampling technique used is non probability sampling.Sample sizes are 200 respondents.The analysis tool used is Structural Equation Model(SEM)Analysis.The result of the research shows that hypothesis proposed in this research is accepted.Academic suggestion submitted is for research that will come dating need to be explored influence of other variables that influence behavioral loyalty.While practical suggestions submitted to business actors is for business actors to pay attention and keep the variables that effect behavioral loyalty.Especially studied in this study they are:service quality,customer satisfaction,and attitudinal loyalty.展开更多
The central construct of customer lock-in (CL) is measured and its role along with that of consumer loyalty in influencing the brand-customer relationship is tested. Using data collected from focus groups, a measure...The central construct of customer lock-in (CL) is measured and its role along with that of consumer loyalty in influencing the brand-customer relationship is tested. Using data collected from focus groups, a measurement model for CL is developed, and a structural equation model consisted based on literature review and our own theory is established. Moreover, the moderating effects of CL on the relationship between perceived value (PV) and brand relationship quality (BRQ) , as well as that between BRQ and brand loyalty (BL) based on data collected through a survey have been tested. Results indicate that consumer satisfaction is a critical factor in establishing brand-customer relationship, and the attitudinal brand loyalty is the key to obtain brand behavioral loyalty. Furthermore, CL tactics, such as decreasing consumers' learning cost and transactional cost facilitate the relationship building between customer and brand, while involuntary lock-in may have an adverse effect in the relationship building process. In addition, involuntary lock-in and loyalty program help in obtaining consumers' behavioral brand loyalty but not their attitudinal loyalty.展开更多
To date,the United States(U.S.)has been the most heavily impacted country by the coronavirus disease 2019(COVID-19).By November 30,2020,when this paper was written,13.5 million cases were reported in the U.S.with over...To date,the United States(U.S.)has been the most heavily impacted country by the coronavirus disease 2019(COVID-19).By November 30,2020,when this paper was written,13.5 million cases were reported in the U.S.with over 268000 deaths.Historically,vaccines have been one of the most effective and efficient technical tools for controlling a communicable disease.While the development of these vaccines has certainly been a challenge,it could be more challenging to achieve robust vaccine uptake because of many barriers.In this review,we focused on two types of barriers documented from long-term experience in the U.S.:structural and attitudinal.Structural barriers are systemic issues that impact one's ability to access a service,and they include time,transportation,cost,and clinic or outlet location;while attitudinal barriers are beliefs or perceptions that impact the willingness of at-risk individuals to seek out and/or accept a service.In the context of vaccination they include beliefs about the communicable disease,beliefs about vaccines,fear,and trust in healthcare and governmental agencies.Of the attitudinal barriers,public trust is a barrier that is of particular importance.In addition to affecting reception of vaccines,it may exacerbate disparities and reduce the likelihood of success of a vaccination program.Recommendations are made to overcome attitudinal barriers to help improve the effectiveness of vaccination programs for COVID-19 control in the U.S.,such as building public support through bipartisan endorsements and leveraging social media platforms to promote vaccination.展开更多
This work aimed to explore the switch tendency of bicycle use between cyclists and non-cyclists.The attitude based market segmentation approach was proposed to achieve the research objective.The filed investigations w...This work aimed to explore the switch tendency of bicycle use between cyclists and non-cyclists.The attitude based market segmentation approach was proposed to achieve the research objective.The filed investigations were conducted in Nanjing,China,to obtain travelers' actions and attitudes towards bicycle uses.The structural equation modeling(SEM) was used to identify the attitudinal factors indicating variables and to explore the interrelationships among them.The SEMs were developed separately for the cyclist group and the non-cyclist group.All respondents were clustered into eight distinct segments by six selected attitudinal factors.The mode switch tendency and attitude in each segment is different from others,indicating that different segments have particular policies or strategies to encourage cycling.Policy implications that best serve the potential bicycle users were discussed to reduce the number of cyclists who have high tendency to use other modes,and increase the possibility of using bicycle in the non-cyclists group with the moderate and high switch tendency.展开更多
This manuscript is mainly to investigate gender discrimination in building construction industry in Nigeria. The manuscript aimed at establishing the level of women participation in building construction industry in d...This manuscript is mainly to investigate gender discrimination in building construction industry in Nigeria. The manuscript aimed at establishing the level of women participation in building construction industry in developed nations and developing nations in order to proffer solutions for its improvement in Nigeria. It was found that the percentage of women participation in building construction work is higher among developed countries than in developing countries. In developing countries Nigeria inclusive, higher percentages of women were found to be engaged as helpers or labourers and in other unskilled jobs. It was also revealed that some of the factors affecting women participation in building construction work in Nigerian include: lack of self-confidence to compete with their male counterparts, effect of stereotyping of the profession as masculine jobs, religious believes, norms, and customs and so on.展开更多
The purpose of this paper is, first of all, to show what V. E. Frankl calls meanings rooted in three values: creativevalues, experiential values, and attitudinal values. Creative values are what one finds by creating...The purpose of this paper is, first of all, to show what V. E. Frankl calls meanings rooted in three values: creativevalues, experiential values, and attitudinal values. Creative values are what one finds by creating a work or doing adeed. Experiential values are realized by experiencing something or encountering someone. Attitudinal values arewhat a person discovers by the attitude she/he takes toward unavoidable suffering. The author points out that thesethree kinds of values have something in common: connectedness or relationship. Creative values (e.g., an artisticmasterpiece) show the worker's connectedness with the work accomplished. Experiential values also stand for therelationship between, say, a person and natural beauty. Frankl describes a person's attitudinal values by stating "Hemay turn a personal tragedy into a triumph." In short, we can say that attitudinal values indicate relationshipbetween the sufferer and suffering itself. The author states the core of Frankl's three values is the aforementionedconnectedness or relationship. In other words, what Frankl calls meanings indicates manifestation of connectednessor relationship in the form of creations, experiences, and attitudes. However, in this paper, the author insists thateven if Frankl's three kinds of values are not realized, there is another value to realize beyond Frankl's three kindsof values, which is coexistence. Within this context, Frankl fails to mention cases where one cannot find meaning inlife by a deed or work they does, an experience they encounter, or an attitude they takes in the midst of suffering.The three types of meanings in life need a skill, a chance, and/or ego-strength. We can discover meaning in life justby being together, and the author proposes the fourth meaning in life, or coexistent values. It can be defined as"values realized by having meaningful relationships or togetherness with others." Careful analysis of Frankl'writings shows connectedness aspects of logotherapy, in addition to meaningfulness aspects of logotherapy whichare necessarily referred to by researchers on Frankl. The fourth meaning in life could shed new light on theunderstanding of logotherapy.展开更多
This study extends previous research on tourists' loyalty by measuring the duel dimensions of loyalty toward a destination resort - attitudinal and behavioral. A satisfaction-loyalty model was tested using an online ...This study extends previous research on tourists' loyalty by measuring the duel dimensions of loyalty toward a destination resort - attitudinal and behavioral. A satisfaction-loyalty model was tested using an online survey and the resort's reservation database. Customers' satisfaction with the value for their money and their overall satisfaction ratings were found to be significant predictors of attitudinal loyalty. Customers' satisfaction with room cleanliness and comfort was found to be a significant predictor of behavioral loyalty. Members of the hotel's loyalty program were found to have stronger ties between attitudinal loyalty and behavioral loyalty. Implications for management and future research are presented.展开更多
It is believed that the true meaning of Democracy could be found only when the rule-makers of the nation are chosen by the politically aware people.According to Aristotle,democracy is the worst form of government,beca...It is believed that the true meaning of Democracy could be found only when the rule-makers of the nation are chosen by the politically aware people.According to Aristotle,democracy is the worst form of government,because it is the rule of the illiterate and unaware people.It implies that for the successful running of a democratic set-up,the spread of education and consciousness are the basic crucial requirements.In this regard we may remember the observations of Lord Bryce,that the gift of the suffrage creates the will to use it,and the gift of knowledge creates the capacity to use this right in a proper way.Taking into account this view,the issue of the participation of women into politics has become imperative in the present global situation.This issue is intricately related to the increasing consciousness about eradicating inequalities,especially gender inequality,to cater to equal opportunities regarding sharing the resources and in the policy-making processes,which are the demands of the day.Within this paper I intend to study into the reality of women’s participation and the probable factors that withheld them from being actively involved into politics.展开更多
Appraisal Theory is a further development of interpersonal function in systemic functional linguistics. Based on the subsystem-attitude system in Appraisal Theory, an attempt is made to conduct a comparative analysis ...Appraisal Theory is a further development of interpersonal function in systemic functional linguistics. Based on the subsystem-attitude system in Appraisal Theory, an attempt is made to conduct a comparative analysis of attitudinal resources in English and Chinese news on MH370 accident. Meanwhile, certain attitudes or stances conveyed by the authors of these news will be revealed through some typical examples. Both quantitative and qualitative methods are adopted in the present study to make a statistical and interpretive analysis of the collected materials. It is found that both English and Chinese news contain many attitudinal resources. There are similarities and differences concerning the distribution of attitudinal resources between English and Chinese news. The findings suggest that though news is expected to be objective and factual, it may imply the authors' subjective attitudes to some extent. So readers should get hang of the different opinions and stances hidden behind different news reporting so as to improve abilities to appreciate and differentiate different news.展开更多
The fit-for purpose of agricultural graduates in the job market remains a challenge to agricultural training and education despite the active involvement of farmer organizations, non-governmental organizations (NGOs...The fit-for purpose of agricultural graduates in the job market remains a challenge to agricultural training and education despite the active involvement of farmer organizations, non-governmental organizations (NGOs), and agribusiness in the agriculture job market. This paper traces: (1) the employment of agricultural graduates in the last 10 years in Mali, Republic of Congo, Ghana, and the Gambia; and (2) through a case study, assesses the attitudinal and mindset change in the way research for development is conducted by research staff of the National Agricultural Research Institute (NARI) of the Gambia. Not surprisingly, the public sector consistently employed more agricultural graduates in all four countries. The next highest employer of agricultural graduates was the NGOs, followed by agribusiness. Positive attitudinal and mindset change among research staff and their collaborators in the Gambia was enhanced when collaborative learning and coaching and mentoring in managerial and financial skills enhancement complemented technical skills improvements. Employers indicated strong preference for graduates in agricultural engineering and farm machinery; agricultural economics with emphasis on farm management; innovation systems and value chains; and information communication technology including report writing. Farmers' organizations showed particular interest in interpersonal skills; participatory technology development and dissemination; and appreciation of socio-cultural contexts including farmer innovations. In Mali, Ghana and the Gambia, employers reported that 4%-14% of the agricultural graduates they hired were women.展开更多
The expanding development of the world economy has triggered various approaches to address the impending environmental problems,among which docximentary serves as one of the most effective and attractive ways to culti...The expanding development of the world economy has triggered various approaches to address the impending environmental problems,among which docximentary serves as one of the most effective and attractive ways to cultivate eco-harmony awareness.This article aims to probe how attitudinal resources are being distributed and what Sino-British ideologies have conveyed in the Chinese documentary,Wild China,and the British documentary,Climate Change:The Facts,under the framework of appraisal theory with the help of UAM CorpusTool 3.3.The results from this study indicate that Wild China tends to employ more dis/inclination resources to show that China is willful to collaborate with other countries for environmental protection.On the other hand,the United Kingdom(UK)tends to adopt dis/satisfaction resources to explicitly or implicitly convey their disagreement with the promotion of the economy under the cost of the environment.The appraisal resources employed by both documentaries convey the ideology of opposing humans5 over-exploitation of natural resources.The findings of this study have both theoretical and practical implications in enriching the application of appraisal theory on the analysis of ecological discourse and further encourage the world to take action in order to prevent the over-exploitation of natural resources.展开更多
Though The Analects is considered one of the major classics of both Confucianism and Chinese culture,little work has been done in investigating the discursive and rhetorical elements of the text and the ways in which ...Though The Analects is considered one of the major classics of both Confucianism and Chinese culture,little work has been done in investigating the discursive and rhetorical elements of the text and the ways in which it seeks to create a positive perception of Confucius and Confucianism.Based on the Appraisal Theory developed in systemic-functional linguistics for studying interpersonal meaning,this paper focuses on the role of the kinds of attitude constructed and features of attitudinal resources used to determine how Confucius and Confucianism are projected into the text.Drawing on a detailed analysis of 10 texts,the paper explores the ways in which attitudinal resources work as elicitors of identification in The Analects.The study shows that all of the selected texts are rich in attitudinal resources,although the three attitude values,i.e.affect,judgment,and appreciation,are not equally distributed.The resources of judgment in the texts make up 57%of the total,while the frequencies of occurrence for affect and appreciation make up the remainder almost equivalently.The qualitative analysis of the corpus demonstrates how features of attitudes are used to create a positive image of Confucianism and thus achieve reader identif ication.The study provides a strong argument for the need to examine varieties of attitudes as components of rhetoric and suggests that those interested in the study of The Analects need to become more aware of how aspects of attitude and appraisal were used to accomplish rhetorical goals.展开更多
文摘This research was conducted to test and analyze the influence of service quality on behavioral loyalty through customer satisfaction and attitudinal loyalty to 4-Star Hotel in East Java.This research is a survey research.The sampling technique used is non probability sampling.Sample sizes are 200 respondents.The analysis tool used is Structural Equation Model(SEM)Analysis.The result of the research shows that hypothesis proposed in this research is accepted.Academic suggestion submitted is for research that will come dating need to be explored influence of other variables that influence behavioral loyalty.While practical suggestions submitted to business actors is for business actors to pay attention and keep the variables that effect behavioral loyalty.Especially studied in this study they are:service quality,customer satisfaction,and attitudinal loyalty.
基金Sponsored by the National Natural Science Foundation of China (70772089)Program for New Century Excellent Talents in University (2006)
文摘The central construct of customer lock-in (CL) is measured and its role along with that of consumer loyalty in influencing the brand-customer relationship is tested. Using data collected from focus groups, a measurement model for CL is developed, and a structural equation model consisted based on literature review and our own theory is established. Moreover, the moderating effects of CL on the relationship between perceived value (PV) and brand relationship quality (BRQ) , as well as that between BRQ and brand loyalty (BL) based on data collected through a survey have been tested. Results indicate that consumer satisfaction is a critical factor in establishing brand-customer relationship, and the attitudinal brand loyalty is the key to obtain brand behavioral loyalty. Furthermore, CL tactics, such as decreasing consumers' learning cost and transactional cost facilitate the relationship building between customer and brand, while involuntary lock-in may have an adverse effect in the relationship building process. In addition, involuntary lock-in and loyalty program help in obtaining consumers' behavioral brand loyalty but not their attitudinal loyalty.
基金This article was supported by U.S.National Institute on Alcohol Abuse and Alcoholism Grant T32AA025877.
文摘To date,the United States(U.S.)has been the most heavily impacted country by the coronavirus disease 2019(COVID-19).By November 30,2020,when this paper was written,13.5 million cases were reported in the U.S.with over 268000 deaths.Historically,vaccines have been one of the most effective and efficient technical tools for controlling a communicable disease.While the development of these vaccines has certainly been a challenge,it could be more challenging to achieve robust vaccine uptake because of many barriers.In this review,we focused on two types of barriers documented from long-term experience in the U.S.:structural and attitudinal.Structural barriers are systemic issues that impact one's ability to access a service,and they include time,transportation,cost,and clinic or outlet location;while attitudinal barriers are beliefs or perceptions that impact the willingness of at-risk individuals to seek out and/or accept a service.In the context of vaccination they include beliefs about the communicable disease,beliefs about vaccines,fear,and trust in healthcare and governmental agencies.Of the attitudinal barriers,public trust is a barrier that is of particular importance.In addition to affecting reception of vaccines,it may exacerbate disparities and reduce the likelihood of success of a vaccination program.Recommendations are made to overcome attitudinal barriers to help improve the effectiveness of vaccination programs for COVID-19 control in the U.S.,such as building public support through bipartisan endorsements and leveraging social media platforms to promote vaccination.
基金Projects(51208256,51178157)supported by the National Natural Science Foundation of ChinaProject(2012-K5-13)supported by the Ministry of Housing and Urban-Rural Development of China
文摘This work aimed to explore the switch tendency of bicycle use between cyclists and non-cyclists.The attitude based market segmentation approach was proposed to achieve the research objective.The filed investigations were conducted in Nanjing,China,to obtain travelers' actions and attitudes towards bicycle uses.The structural equation modeling(SEM) was used to identify the attitudinal factors indicating variables and to explore the interrelationships among them.The SEMs were developed separately for the cyclist group and the non-cyclist group.All respondents were clustered into eight distinct segments by six selected attitudinal factors.The mode switch tendency and attitude in each segment is different from others,indicating that different segments have particular policies or strategies to encourage cycling.Policy implications that best serve the potential bicycle users were discussed to reduce the number of cyclists who have high tendency to use other modes,and increase the possibility of using bicycle in the non-cyclists group with the moderate and high switch tendency.
文摘This manuscript is mainly to investigate gender discrimination in building construction industry in Nigeria. The manuscript aimed at establishing the level of women participation in building construction industry in developed nations and developing nations in order to proffer solutions for its improvement in Nigeria. It was found that the percentage of women participation in building construction work is higher among developed countries than in developing countries. In developing countries Nigeria inclusive, higher percentages of women were found to be engaged as helpers or labourers and in other unskilled jobs. It was also revealed that some of the factors affecting women participation in building construction work in Nigerian include: lack of self-confidence to compete with their male counterparts, effect of stereotyping of the profession as masculine jobs, religious believes, norms, and customs and so on.
文摘The purpose of this paper is, first of all, to show what V. E. Frankl calls meanings rooted in three values: creativevalues, experiential values, and attitudinal values. Creative values are what one finds by creating a work or doing adeed. Experiential values are realized by experiencing something or encountering someone. Attitudinal values arewhat a person discovers by the attitude she/he takes toward unavoidable suffering. The author points out that thesethree kinds of values have something in common: connectedness or relationship. Creative values (e.g., an artisticmasterpiece) show the worker's connectedness with the work accomplished. Experiential values also stand for therelationship between, say, a person and natural beauty. Frankl describes a person's attitudinal values by stating "Hemay turn a personal tragedy into a triumph." In short, we can say that attitudinal values indicate relationshipbetween the sufferer and suffering itself. The author states the core of Frankl's three values is the aforementionedconnectedness or relationship. In other words, what Frankl calls meanings indicates manifestation of connectednessor relationship in the form of creations, experiences, and attitudes. However, in this paper, the author insists thateven if Frankl's three kinds of values are not realized, there is another value to realize beyond Frankl's three kindsof values, which is coexistence. Within this context, Frankl fails to mention cases where one cannot find meaning inlife by a deed or work they does, an experience they encounter, or an attitude they takes in the midst of suffering.The three types of meanings in life need a skill, a chance, and/or ego-strength. We can discover meaning in life justby being together, and the author proposes the fourth meaning in life, or coexistent values. It can be defined as"values realized by having meaningful relationships or togetherness with others." Careful analysis of Frankl'writings shows connectedness aspects of logotherapy, in addition to meaningfulness aspects of logotherapy whichare necessarily referred to by researchers on Frankl. The fourth meaning in life could shed new light on theunderstanding of logotherapy.
文摘This study extends previous research on tourists' loyalty by measuring the duel dimensions of loyalty toward a destination resort - attitudinal and behavioral. A satisfaction-loyalty model was tested using an online survey and the resort's reservation database. Customers' satisfaction with the value for their money and their overall satisfaction ratings were found to be significant predictors of attitudinal loyalty. Customers' satisfaction with room cleanliness and comfort was found to be a significant predictor of behavioral loyalty. Members of the hotel's loyalty program were found to have stronger ties between attitudinal loyalty and behavioral loyalty. Implications for management and future research are presented.
文摘It is believed that the true meaning of Democracy could be found only when the rule-makers of the nation are chosen by the politically aware people.According to Aristotle,democracy is the worst form of government,because it is the rule of the illiterate and unaware people.It implies that for the successful running of a democratic set-up,the spread of education and consciousness are the basic crucial requirements.In this regard we may remember the observations of Lord Bryce,that the gift of the suffrage creates the will to use it,and the gift of knowledge creates the capacity to use this right in a proper way.Taking into account this view,the issue of the participation of women into politics has become imperative in the present global situation.This issue is intricately related to the increasing consciousness about eradicating inequalities,especially gender inequality,to cater to equal opportunities regarding sharing the resources and in the policy-making processes,which are the demands of the day.Within this paper I intend to study into the reality of women’s participation and the probable factors that withheld them from being actively involved into politics.
文摘Appraisal Theory is a further development of interpersonal function in systemic functional linguistics. Based on the subsystem-attitude system in Appraisal Theory, an attempt is made to conduct a comparative analysis of attitudinal resources in English and Chinese news on MH370 accident. Meanwhile, certain attitudes or stances conveyed by the authors of these news will be revealed through some typical examples. Both quantitative and qualitative methods are adopted in the present study to make a statistical and interpretive analysis of the collected materials. It is found that both English and Chinese news contain many attitudinal resources. There are similarities and differences concerning the distribution of attitudinal resources between English and Chinese news. The findings suggest that though news is expected to be objective and factual, it may imply the authors' subjective attitudes to some extent. So readers should get hang of the different opinions and stances hidden behind different news reporting so as to improve abilities to appreciate and differentiate different news.
文摘The fit-for purpose of agricultural graduates in the job market remains a challenge to agricultural training and education despite the active involvement of farmer organizations, non-governmental organizations (NGOs), and agribusiness in the agriculture job market. This paper traces: (1) the employment of agricultural graduates in the last 10 years in Mali, Republic of Congo, Ghana, and the Gambia; and (2) through a case study, assesses the attitudinal and mindset change in the way research for development is conducted by research staff of the National Agricultural Research Institute (NARI) of the Gambia. Not surprisingly, the public sector consistently employed more agricultural graduates in all four countries. The next highest employer of agricultural graduates was the NGOs, followed by agribusiness. Positive attitudinal and mindset change among research staff and their collaborators in the Gambia was enhanced when collaborative learning and coaching and mentoring in managerial and financial skills enhancement complemented technical skills improvements. Employers indicated strong preference for graduates in agricultural engineering and farm machinery; agricultural economics with emphasis on farm management; innovation systems and value chains; and information communication technology including report writing. Farmers' organizations showed particular interest in interpersonal skills; participatory technology development and dissemination; and appreciation of socio-cultural contexts including farmer innovations. In Mali, Ghana and the Gambia, employers reported that 4%-14% of the agricultural graduates they hired were women.
基金the Fundamental Research Funds for the Central Universities of Central South University,(Grant Number:1053320210469).
文摘The expanding development of the world economy has triggered various approaches to address the impending environmental problems,among which docximentary serves as one of the most effective and attractive ways to cultivate eco-harmony awareness.This article aims to probe how attitudinal resources are being distributed and what Sino-British ideologies have conveyed in the Chinese documentary,Wild China,and the British documentary,Climate Change:The Facts,under the framework of appraisal theory with the help of UAM CorpusTool 3.3.The results from this study indicate that Wild China tends to employ more dis/inclination resources to show that China is willful to collaborate with other countries for environmental protection.On the other hand,the United Kingdom(UK)tends to adopt dis/satisfaction resources to explicitly or implicitly convey their disagreement with the promotion of the economy under the cost of the environment.The appraisal resources employed by both documentaries convey the ideology of opposing humans5 over-exploitation of natural resources.The findings of this study have both theoretical and practical implications in enriching the application of appraisal theory on the analysis of ecological discourse and further encourage the world to take action in order to prevent the over-exploitation of natural resources.
基金funded by the Chinese Ministry of Education through a grant for my Humanities and Social Sciences Research Project(13YJA740022)
文摘Though The Analects is considered one of the major classics of both Confucianism and Chinese culture,little work has been done in investigating the discursive and rhetorical elements of the text and the ways in which it seeks to create a positive perception of Confucius and Confucianism.Based on the Appraisal Theory developed in systemic-functional linguistics for studying interpersonal meaning,this paper focuses on the role of the kinds of attitude constructed and features of attitudinal resources used to determine how Confucius and Confucianism are projected into the text.Drawing on a detailed analysis of 10 texts,the paper explores the ways in which attitudinal resources work as elicitors of identification in The Analects.The study shows that all of the selected texts are rich in attitudinal resources,although the three attitude values,i.e.affect,judgment,and appreciation,are not equally distributed.The resources of judgment in the texts make up 57%of the total,while the frequencies of occurrence for affect and appreciation make up the remainder almost equivalently.The qualitative analysis of the corpus demonstrates how features of attitudes are used to create a positive image of Confucianism and thus achieve reader identif ication.The study provides a strong argument for the need to examine varieties of attitudes as components of rhetoric and suggests that those interested in the study of The Analects need to become more aware of how aspects of attitude and appraisal were used to accomplish rhetorical goals.