Highly Pathogenic Avian Influenza Virus Infection of Mallards with Homo- and Heterosubtypic Immunity Induced by Low Pathogenic Avian Influenza Viruses

The potential role of wild birds as carriers of highly pathogenic avian influenza virus (HPAIV) subtype H5N1 is still a matter of debate. Consecutive or simultaneous infections with different subtypes of influenza viruses of low pathogenicity (LPAIV) are very common in wild duck populations. To better understand the epidemiology and pathogenesis of HPAIV H5N1 infections in natural ecosystems, we investigated the influence of prior infection of mallards with homo- (H5N2) and heterosubtypic (H4N6) LPAIV on exposure to HPAIV H5N1. In mallards with homosubtypic immunity induced by LPAIV infection, clinical disease was absent and shedding of HPAIV from respiratory and intestinal tracts was grossly reduced compared to the heterosubtypic and control groups (mean GEC/100 µl at 3 dpi: 3.0×102 vs. 2.3×104 vs. 8.7×104; p<0.05). Heterosubtypic immunity induced by an H4N6 infection mediated a similar but less pronounced effect. We conclude that the epidemiology of HPAIV H5N1 in mallards and probably other aquatic wild bird species is massively influenced by interfering immunity induced by prior homo- and heterosubtypic LPAIV infections

Package Graphic Design: Investigating the Variables that Moderate Consumer Response to Atypical Designs

Designers and marketing managers often agree that visual codes, in terms of product and package design, typify certain product categories. These “category-based visual codes” refer to the formal and graphic characteristics most frequently seen in a given category, like specific shapes, colors, materials, typefaces, layouts, and illustrations. Given that the concept of “category-based visual codes” seems to be connected with the concepts of “perceived typicality,” “cognitive categories,” “family resemblance,” and “design newness,” this research examines the impact of typicality/atypicality judgments regarding the visual appearance of a product on consumers' aesthetic appreciation and purchase intent. Several studies have sought to determine the relationships among design perceived typicality, aesthetic appreciation, and purchase intent. However, the literature indicates contradictory results. While some studies have shown a preference for the most typical design, others have demonstrated that consumers prefer moderately atypical design. This paper offers an explanation for this discrepancy by providing evidence that the relationships among design perceived typicality, aesthetic appreciation, and purchase intent are a case of moderated mediation. An empirical study using wine labels was conducted with 780 respondents. The results indicate that the relationships among perceived typicality, aesthetic appreciation, and purchase intent are linear and positive, although several individual variables have a moderating effect. Thus, it appears that certain consumer segments are more likely to appreciate atypical packages. Moreover, the level of perceived risk at the time of purchase also plays an essential role. Consumers are more apt to accept atypical packaging when the perceived risk is low. Several theoretical and managerial implications are drawn from these results