The Effect of Diversity Initiatives by Brands on Consumer Perceptions

Over the course of the last few years, there has been an increase in the number of brands that are using their platforms to raise awareness for and support social justice causes/initiatives, such as gender equality in sports, Black Lives Matter, and #MeToo. Cause-related marketing (CRM), the broader terminology under which this practice falls under, has been the primary subject of prior research projects. Westberg (2004) suggests that consumers respond more favorably to CRM initiatives compared to sponsorship and sales promotion, and that there is some support that CRM initiatives help in increasing consumer attitudes of a brand. Other prior research suggests that organizations in the sports environment would benefit greatly in both consumer perception and purchase intention from CRM (Roy et al. 2003) and that there are differences in responses to CRM initiatives among different demographic segments (i.e. males and females; Nelson et al. 2017). Furthermore, other research suggests that a consumer’s identification with a CRM campaign can increase purchase intention related to a brand and that a brand’s fit with a specific cause has a significant relationship with purchase intention (e Silva et al. 2019). The prior literature presents the theme that consumer perceptions and purchase intention following a CRM campaign have a positive correlation, and that consumers will respond more favorably to those brand initiatives that they personally support. The current research shows that CRM initiatives by popular brands can lead to increases in purchase intention, loyalty, and awareness for that particular brand, which can have the positive outcome of increased sales for the organization. Therefore, this lends to the notion, under the concept of corporate social responsibility, that brands should seek to increase initiatives of this kind not only for the benefit of society and customers, but also for the benefit of the brand as a whole. We conducted a study to test the effect of potential initiatives related to diversity issues on consumer attitudes, opinions, and potential behaviors related to a brand. We conducted our study in order to understand potential differences between consumer purchase intent, attitudes, and opinions based both on one’s gender (male vs. female) and how that brand is viewed by the repondants (feminine vs. masculine). For the purpose of this study, we hypothesize that there will be a statistically significant difference (p \u3c 0.05) between males and females based on the relationship between condition (brand presented) and consumer behaviors, attitudes, or opinions. We also hypothesize that there will be a statistically significant relationship between respondents’ views of a brand and attitudes, opinions, and behaviors related to that brand following a gender equality sports initiative by the brand. The initial study was conducted using the online survey platform Qualtrics with MTurk participants. For the purpose of this study, the brand presented is referred to as the condition. Following this opening question, participants were presented with a fictitious article detailing a gender equality in sports initiative related to the brand they were presented with (in this case, Axe Deodorant or Secret Deodorant). Upon review of this article, participants indicated their likelihood of visiting a store to purchase their assigned brand with three seven-point items (Unlikely - Likely, Definitely would not - Definitely would, Improbable - Probable; α = .99). Participants were presented with a question related to their view of the brand on a seven-point scale (1 = very masculine, 7 = very feminine). Respondents were also presented with an attention check asking for a specific answer (click five) so as to remove those who may be blindly answering questions, and were also asked to provide demographic information at the end of the study, as the hypothesis is based upon the predicted differences between males and females. In total, 98 responses were received in order to be analyzed. Analysis was performed using advanced statistical software (SAS) to determine if there were any statistically significant relationships between the condition presented and dependent variables among males and females. To begin, we analyzed our manipulation check of perceived brand gender. Participants assigned to the Secret Deodorant condition perceived the brand to be significantly more feminine (M = 5.94) than participants in the Axe Deodorant condition (M = 2.33; t(96) = -14.15; p \u3c .0001). Upon review of the statistical relationships between the condition and the dependent variable, the difference between the probability of visiting a store to purchase either Axe Deodorant or Secret Deodorant following a gender equality sports initiative by the brand appears to be statistically significant. Within this relationship, it appears that respondents are more likely to visit a store to purchase Secret Deodorant upon reading this initiative compared to Axe Deodorant, with a mean score on a seven-point scale of 4.35, while the mean score for Axe Deodorant was 3.53. The p-value for this relationship is 0.0467, appearing to show a statistically significant difference between the intent related to the two brands. While this is still an early study, it is important to account for possible factors that could influence or change this result. For example, while these results may hold true for a certain segment of the population, other segments may provide different results. Along with this, a larger sample size may provide even more insight into these relationships, leading to an even greater representation of the population while strengthening or deteriorating the strength of the difference. As we continue forward and seek to strengthen the validity of our study through more testing and analysis, these are just some of the factors that we should be exploring. Throughout our initial study, we were able to gain evidence supporting our hypothesis that there will be a statistically significant relationship between respondents’ views of a brand and attitudes, opinions, and behaviors related to that brand following a gender equality sports initiative by the brand. Consumers seem to view products differently based on the way they are marketed to the public, even if these products are in the same category or are nearly identical. This research contributes to the study of CRM, and provides implications for organizations looking to engage in CRM campaigns and to further their business success. As we move forward with more studies of this kind, we hope to continue to provide further evidence supporting the findings of this initial study, and hope to incentivize organizations in the future to engage in CRM initiatives related to social justice and equality

The anticancer activity of lytic peptides is inhibited by heparan sulfate on the surface of the tumor cells

<p>Abstract</p> <p>Background</p> <p>Cationic antimicrobial peptides (CAPs) with antitumor activity constitute a promising group of novel anticancer agents. These peptides induce lysis of cancer cells through interactions with the plasma membrane. It is not known which cancer cell membrane components influence their susceptibility to CAPs. We have previously shown that CAPs interact with the two glycosaminoglycans (GAGs), heparan sulfate (HS) and chondroitin sulfate (CS), which are present on the surface of most cells. The purpose of this study was to investigate the role of the two GAGs in the cytotoxic activity of CAPs.</p> <p>Methods</p> <p>Various cell lines, expressing different levels of cell surface GAGs, were exposed to bovine lactoferricin (LfcinB) and the designer peptide, KW5. The cytotoxic effect of the peptides was investigated by use of the colorimetric MTT viability assay. The cytotoxic effect on wild type CHO cells, expressing normal amounts of GAGs on the cell surface, and the mutant pgsA-745, that has no expression of GAGs on the cell surface, was also investigated.</p> <p>Results</p> <p>We show that cells not expressing HS were more susceptible to CAPs than cells expressing HS at the cell surface. Further, exogenously added heparin inhibited the cytotoxic effect of the peptides. Chondroitin sulfate had no effect on the cytotoxic activity of KW5 and only minor effects on LfcinB cytotoxicity.</p> <p>Conclusion</p> <p>Our results show for the first time that negatively charged molecules at the surface of cancer cells inhibit the cytotoxic activity of CAPs. Our results indicate that HS at the surface of cancer cells sequesters CAPs away from the phospholipid bilayer and thereby impede their ability to induce cytolysis.</p

Substance Use and Friendship Quality: Examining the Impact of Similar Use Patterns on Friendships.

While it is commonly understood that the substance use of peers influences an individual\u27s substance use, much less is understood about the interplay between substance use and friendship quality. Using a sample of 2,148 emerging adults nested within 1,074 dyadic friendships, this study separately investigates how concordance and discordance in binge drinking and marijuana use between friends is related to each friend\u27s perceptions of friendship quality. Because “friendship quality” is a complex construct, we employ a measure containing five sub-elements – companionship, a lack of conflict, willingness to help a friend, relationship security, and closeness. Results for both binge drinking and marijuana use reveal that individuals in friendship pairs who are concordant in their substance use perceive significantly higher perceptions of friendship quality than individuals in dyads who are dissimilar in substance use. Specifically, concordant binge drinkers estimate significantly higher levels of companionship, relationship security, and willingness to help their friend than concordant non-users, discordant users, and discordant non-users. However, the highest amount of conflict in friendships is found when both friends engage in binge drinking and marijuana use. Several interpretations of these findings are discussed. Overall, concordance between friends’ binge drinking and marijuana use appears to help some elements of friendship quality and harm others

Deviant peer preferences: A simplified approach to account for peer selection effects

This is an Accepted Manuscript of an article published by Taylor & Francis in Deviant Behavior on 28 March 2019, available online: http://www.tandfonline.com/10.1080/01639625.2019.1597321.The goal of this study is to present and validate a simple method for accounting for peer selection on offending based on a respondent’s self-reported preferences for friends who engage in criminal behavior. Using primary panel data (n=611), having a preference for peers who offend (the measure of peer selection) relates positively and significantly to offending behavior. The selection measure, which carries the advantage of being closely aligned to criminological theory, renders the peer offending / personal offending relationship nonsignificant. Our selection variables also outperform a more traditional means of capturing peer selection effects

Examining the Effect of Regulating a Novel Drug: An Evaluation of Changes in Use of Salvia divinorum in the First Year of Florida’s Ban.

Background A plant with dissociative and psychoactive properties began to attract the attention of the media and United States policymakers following a well-publicized suicide in 2006 and reports that the plant served as a ‘legal high’ and substitute for cannabis. As a result, Salvia divinorum and its active ingredient, salvinorin A, were classified as Schedule I substances by the Florida Legislature on July 1, 2008. As of yet, no research has explored the efficacy of this policy or similar policies in other jurisdictions. Methods Three self-report studies collected from young adults both prior to and following the policy\u27s implementation are employed to investigate the potential relationship between the policy and usage rates. In addition, law enforcement personnel from the state\u27s most populated areas were interviewed to determine the extent to which they were encountering salvia in their work. Results It was indicated that less than two-thirds of those surveyed were aware of the drug\u27s legal status. Lifetime prevalence of salvia use was largely unchanged. However, the rates of self-reported past year and past month use in Florida were significantly lower following the scheduling. Though use of Salvia divinorum appears to have decreased, perceptions of peer use increased markedly. Law enforcement officers and laboratories reported rarely, if ever, dealing with cases of salvia possession. Conclusions Data suggests the classification of Salvia divinorum as a Schedule I drug was followed by a substantial reduction in recreational use. We caution that other factors may have influenced use, that the efficacy of scheduling novel substances is likely to vary by drug type, that such a reduction in reported use may only exist transiently until a sophisticated illicit market develops to replace the legitimate one, and that a state\u27s success in regulating salvia may be related to their regulation of and enforcement of other drug prohibitions

On the Operational Validity of Perceptual Peer Delinquency Measurement: Exploring Projection and Elements Contained in Perceptions.

Objectives. The authors examine perceptions of a peer’s substance use to determine whether and to what degree individuals project their own behavior onto their perceptions of peer’s delinquency, and to determine whether the constructs of self-control and peer attachment are related to perceptions. Methods. Using a sample of 2,154 young adult respondents within friendship pairs in which each respondent reported their own substance use and their perception of the friend’s use, the authors estimate a series of regression models with perceptions of a peer’s alcohol, marijuana, Salvia divinorum, and hard drug use as dependent variables. Results. Perceptions of a peer’s substance use are approximately equally related to a peer’s and a respondent’s use of each substance. Projection occurs to a greater extent when perceiving low-frequency behaviors. Low self-control is sporadically associated with higher perceived substance use. Conclusions. Peer self-reported delinquency and perceptions of peer delinquency are distinct constructs. Because projection appears to be worse for infrequent behaviors, researchers should use caution when using low-frequency behaviors to measure perceptual peer delinquency. Although the data used are cross sectional, the perceptual measure is confounded by too many variables other than a peer’s actual delinquency to be considered a valid measure of the sole construct of peer delinquency

Magic Mint, The Internet, and Peer Associations: A Test of Social Learning Theory using Patterns of Salvia divinorum Use.

As new drugs are introduced into the market, it becomes the role of policy makers to assess the dangers associated with each drug and its potential to be misused by the populace. The focus of this research is to better understand how young adults learn about a new drug and subsequently engage in its use. Salvia divinorum is a plant species whose leaves contain psychoactive components. Its recreational use among teenagers and young adults has received increased media and policy attention. Several states have taken the initiative to ban this substance. Despite this legal action, little is known about why this substance has gained in popularity and what factors contribute to its use. Akers’ social learning theory offers one explanation for why individuals experiment with drugs. We employ a sample of college students from a large public university to test Akers’ propositions, finding support for his theory

‘The Other Side of the Fence:’ A Learning- and Control-Based Investigation of the Impact of Deviance on Friendship Quality

Utilizing frameworks of social control and differential association theories, this study addresses the extent to which deviance (a predictor) is related to friendship quality (the outcome). Using dyadic data, results demonstrate that the highest estimates of friendship quality come from actors who have non-deviant friends and who also refrain from theft and violence themselves. Shared deviance within the friendship, referred to as ‘homophily,’ harms friendship quality, although it does not mediate or moderate the deviance – friendship quality link. Overall, deviance relates to friendship quality in a way that supports a bonding tradition more than a learning tradition

Regulating a Novel Drug: An Evaluation of Changes in Use of \u3ci\u3eSalvia divinorum\u3c/i\u3e in the First Year of Florida\u27s Ban

Background: A plant with dissociative and psychoactive properties began to attract the attention of the media and United States policymakers following a well-publicized suicide in 2006 and reports that the plant served as a \u27legal high\u27 and substitute for cannabis. As a result, Salvia divinorum and its active ingredient, salvinorin A. were classified as Schedule I substances by the Florida Legislature on July 1, 2008. As of yet, no research has explored the efficacy of this policy or similar policies in other jurisdictions. Methods: Three self-report studies collected from young adults both prior to and following the policy\u27s implementation are employed to investigate the potential relationship between the policy and usage rates. In addition, law enforcement personnel from the state\u27s most populated areas were interviewed to determine the extent to which they were encountering salvia in their work. Results: It was indicated that less than two-thirds of those surveyed were aware of the drug\u27s legal status. Lifetime prevalence of salvia use was largely unchanged. However, the rates of self-reported past year and past month use in Florida were significantly lower following the scheduling. Though use of Salvia divinorum appears to have decreased, perceptions of peer use increased markedly. Law enforcement officers and laboratories reported rarely, if ever, dealing with cases of salvia possession. Conclusions: Data suggests the classification of Salvia divinorum as a Schedule I drug was followed by a substantial reduction in recreational use. We caution that other factors may have influenced use, that the efficacy of scheduling novel substances is likely to vary by drug type, that such a reduction in reported use may only exist transiently until a sophisticated illicit market develops to replace the legitimate one, and that a state\u27s success in regulating salvia may be related to their regulation of and enforcement of other drug prohibitions. (C) 2012 Elsevier B.V. All rights reserved