Branding: a promise with a solid base.

Over the past several decades, branding as a process of differentiating one company, product, or service from another has been central to the business efforts of a wide range of commercial enterprises. In more recent years, branding has become part of the lexicon of health care, where its function is accepted and its potential benefits desired. Much of the emphasis regarding brand building, however, is in the area of marketing.

When courtesy offends: effects of positive and negative behavior by the pbysically disabled on altruism and anger in normals.

The initial hypothesis was that physically disabled help-seekers will receive more aid from normal people than will help-seekers when both types of actors display positive personal qualities, whereas the reverse outcome will occur when both display negative qualities. In the first experiment a wheelchair-bound or normal confederate was either friendly and achievement oriented (positive condition) or caustic and apathetic (negative condition) while administering verbal tasks to subjects who were later asked to help the confederate. Contrary to prediction, subjects offered more help to the normal than to the disabled tester in the positive condition, and showed the reverse pattern in the negative condition.