Attraktivität ist nicht alles: Eine regressionsanalytische Untersuchung produkt- und testimonialbasierter Determinanten konsumrelevanten Verhaltens

Die Werbewirkungsforschung belegt, dass sowohl die Attraktivität der Person, die ein Produkt bewirbt (Testimonial) (vgl. Halliwell & Dittmar, 2004), als auch das Ausmaß an Identifikation des Konsumenten mit diesem Testimonial (vgl. Basil, 1996), relevante Determinanten der Werbewirksamkeit sind. Bislang nicht systematisch untersucht ist hingegen, in welchem Ausmaß beide Variablen im Bereich der Laien-Testimonials (d.h. typische Produktnutzer) bei gleichzeitiger Berücksichtigung jeweils bedeutsam sind. Unter Verwendung eines experimentellen between-subjects Designs (N =480), bei dem auf Printanzeigen neben der Produktkategorie auch die Attraktivität und das Geschlecht des Testimonials manipuliert wurden, belegt eine multiple Regressionsanalyse, dass nur Identifikation, nicht aber Attraktivität zusätzlich zu zentralen kaufrelevanten Einstellungskomponenten (z. B. Bewertung der Produktqualität) einen signifikanten inkrementellen Vorhersagewert hinsichtlich kaufrelevanten Verhaltens aufweist. Dies deutet somit darauf hin, dass einem attraktiven Laien-Testimonial gegebenenfalls eines vorzuziehen ist, welches möglicherweise sogar etwas weniger attraktiv ist, jedoch dem Betrachter Identifikationsmöglichkeiten bietet

Domestic Water Demand During Droughts in Temperate Climates: Synthesising Evidence for an Integrated Framework

In the upcoming years, as the population is growing and ageing, as lifestyle changes create the need for more water and as fewer people live in each household, the UK water sector will have to deal with challenges in the provision of adequate water services. Unless critical action is taken, every area in the UK may face a supply-demand gap by the 2080s. Extreme weather events and variations that alter drought and flood frequency add to these pressures. However, little evidence is available about householders’ response to drought and there are few if any studies incorporating this evidence into models of demand forecasting. The present work lays the groundwork for modelling domestic water demand response under drought conditions in temperate climates. After discussing the current literature on estimating and forecasting domestic water consumption under both ‘normal’ and drought conditions, this paper identifies the limited ability of current domestic demand forecasting techniques to include the many different and evolving factors affecting domestic consumption and it stresses the need for the inclusion of inter and intra household factors as well as water use practices in future demand forecasting models

Book reviews

Peer Reviewedhttp://deepblue.lib.umich.edu/bitstream/2027.42/46102/1/168_2005_Article_BF01287326.pd

Clinical features and outcome of children with first marrow relapse of acute lymphoblastic leukemia expressing BCR-ABL fusion transcripts

Although the Philadelphia chromosome (Ph1) has been identified as an adverse prognostic factor in acute lymphoblastic leukemia (ALL), little is known about the incidence and clinical course of relapsed Ph1-positive ALL in children. The incidence was determined by screening of 170 consecutive children with first bone marrow relapse of ALL using the reverse transcriptase-polymerase chain reaction (RT-PCR) and comparison, with cytogenetic analysis. Among these 170 children, 20 (12%) were found to be BCR-ABL-positive, representing a rate that is about three times higher than that reported for newly diagnosed ALL. Ten of the cases were identified by RT-PCR only. In none of the 21 patients with T-cell immunophenotypes could an expression of the BCR-ABL mRNA be detected. BCR-ABL positivity was associated with a significantly shorter duration of first remission (P = .0086) and higher white blood cell (P = .0157) and blast cell counts (P = .0304) at relapse diagnosis. All patients were treated according to the ALL-REZ BFM 87 and 90 relapse trials of the BFM Relapse Study Group. The intensive multiagent chemotherapy induced a second complete remission in only 60% of children with BCR-ABL-positive ALL compared with in 91% of those without BCR-ABL expression (P = .0023). The prognosis of BCR-ABL-positive ALL in children is poor, with a probability of event-free survival at 2 years of 8% versus 50% in those without BCR-ABL mRNA or cytogenetic analysis should become part of the routine diagnostic panel for children with newly diagnosed ALL and is fundamental for children presenting with an early bone marrow relapse