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

Weighted Radon transforms for which the Chang approximate inversion formula is precise

We describe all weighted Radon transforms on the plane for which the Chang approximate inversion formula is precise. Some subsequent results, including the Cormack type inversion for these transforms, are also given

Mathematical modeling of cell population dynamics in the colonic crypt and in colorectal cancer

Colorectal cancer is initiated in colonic crypts. A succession of genetic mutations or epigenetic changes can lead to homeostasis in the crypt being overcome, and subsequent unbounded growth. We consider the dynamics of a single colorectal crypt by using a compartmental approach [Tomlinson IPM, Bodmer WF (1995) Proc Natl Acad Sci USA 92: 11130-11134], which accounts for populations of stem cells, differential cells, and transit cells. That original model made the simplifying assumptions that each cell popuation divides synchronously, but we relax these assumptions by adopting an age-structured approach that models asynchronous cell division, and by using a continuum model. We discuss two mechanims that could regulate the growth of cell numbers and maintain the equilibrium that is normally observed in the crypt. The first will always maintain an equilibrium for all parameter values, whereas the second can allow unbounded proliferation if the net per capita growth rates are large enough. Results show that an increase in cell renewal, which is equivalent to a failure of programmed cell death or of differentiation, can lead to the growth of cancers. The second model can be used to explain the long lag phases in tumor growth, during which news, higher equilibria are reached, before unlimited growth in cell number ensues

‘It would be okay if they came through the proper channels’: community perceptions and attitudes toward asylum seekers in Australia

Australia\u27s humanitarian programme contributes to UNHCR\u27s global resettlement programme and enhances Australia\u27s international humanitarian reputation. However, as the recent tragedy on Christmas Island has shown, the arrival of asylum seekers by boat continues to stimulate debate, discussion and reaction from the Australian public and the Australian media. In this study, we used a mixed methods community survey to understand community perceptions and attitudes relating to asylum seekers. We found that while personal contact with asylum seekers was important when forming opinions about this group of immigrants, for the majority of respondents, attitudes and opinions towards asylum seekers were more influenced by the interplay between traditional Australian values and norms, the way that these norms appeared to be threatened by asylum seekers, and the way that these threats were reinforced both in media and political rhetoric

Direction of Arrival and the Rank-Revealing URV Decomposition

In many practical direction-of-arrival (DOA) problems the number of sources and their directions from an antenna array do not remain stationary. Hence a practical DOA algorithm must be able to track changes with a minimal number of snapshots. In this paper we describe DOA algorithms, based on a new decomposition, that are not expensive to compute or difficult to update. The algorithms are compared with algorithms based on the singular value decomposition (SVD). (Also cross-referenced as UMIACS-TR-91-166

Excitons in one-dimensional Mott insulators

We employ dynamical density-matrix renormalization group (DDMRG) and field-theory methods to determine the frequency-dependent optical conductivity in one-dimensional extended, half-filled Hubbard models. The field-theory approach is applicable to the regime of `small' Mott gaps which is the most difficult to access by DDMRG. For very large Mott gaps the DDMRG recovers analytical results obtained previously by means of strong-coupling techniques. We focus on exciton formation at energies below the onset of the absorption continuum. As a consequence of spin-charge separation, these Mott-Hubbard excitons are bound states of spinless, charged excitations (`holon-antiholon' pairs). We also determine exciton binding energies and sizes. In contrast to simple band insulators, we observe that excitons exist in the Mott-insulating phase only for a sufficiently strong intersite Coulomb repulsion. Furthermore, our results show that the exciton binding energy and size are not related in a simple way to the strength of the Coulomb interaction.Comment: 15 pages, 6 eps figures, corrected typos in labels of figures 4,5, and

Association of circulating Chlamydia pneumoniae DNA with cardiovascular disease: a systematic review

BACKGROUND: Chlamydia pneumoniae antigens, nucleic acids, or intact organisms have been detected in human atheroma. However, the presence of antibody does not predict subsequent cardiovascular (CV) events. We performed a systematic review to determine whether the detection of C. pneumoniae DNA in peripheral blood mononuclear cells (PBMC) was associated with CV disease. METHODS: We sought studies of C. pneumoniae DNA detection in PBMC by polymerase chain reaction (PCR) among patients with CV disease or other clinical conditions. We pooled studies in which CV patients were compared with non-diseased controls. We analyzed differences between studies by meta-regression, to determine which epidemiological and technical characteristics were associated with higher prevalence. RESULTS: Eighteen relevant studies were identified. In nine CV studies with control subjects, the prevalence of circulating C. pneumoniae DNA was 252 of 1763 (14.3%) CV patients and 74 of 874 (8.5%) controls, for a pooled odds ratio of 2.03 (95% CI: 1.34, 3.08, P < 0.001). Prevalence was not adjusted for CV risk factors. Current smoking status, season, and age were associated with C. pneumoniae DNA detection. High prevalence (>40%) was found in patients with cardiac, vascular, chronic respiratory, or renal disease, and in blood donors. Substantial differences between studies were identified in methods of sampling, extraction, and PCR targets. CONCLUSIONS: C. pneumoniae DNA detection was associated with CV disease in unadjusted case-control studies. However, adjustment for potentially confounding measures such as smoking or season, and standardization of laboratory methods, are needed to confirm this association

Developing and Selecting Auditory Warnings for a Real-Time Behavioral Intervention

Real-time sensing and computing technologies are increasingly used in the delivery of real-time health behavior interventions. Auditory signals play a critical role in many of these interventions, impacting not only behavioral response but also treatment adherence and participant retention. Yet, few behavioral interventions that employ auditory feedback report the characteristics of sounds used and even fewer design signals specifically for their intervention. This paper describes a four-step process used in developing and selecting auditory warnings for a behavioral trial designed to reduce indoor secondhand smoke exposure. In step one, relevant information was gathered from ergonomic and behavioral science literature to assist a panel of research assistants in developing criteria for intervention-specific auditory feedback. In step two, multiple sounds were identified through internet searches and modified in accordance with the developed criteria, and two sounds were selected that best met those criteria. In step three, a survey was conducted among 64 persons from the primary sampling frame of the larger behavioral trial to compare the relative aversiveness of sounds, determine respondents\u27 reported behavioral reactions to those signals, and assess participant’s preference between sounds. In the final step, survey results were used to select the appropriate sound for auditory warnings. Ultimately, a single-tone pulse, 500 milliseconds (ms) in length that repeats every 270 ms for three cycles was chosen for the behavioral trial. The methods described herein represent one example of steps that can be followed to develop and select auditory feedback tailored for a given behavioral intervention