Sensory-Based Marketing: Evidence from a Cluster Analysis of German consumers / Marketing sensorial: evidencias de uma an\ue1sise de grupos dos consumidores alem\ue3es

In the consumer behaviour literature regarding food consumption the food-related lifestyle (FRL) approach conceived by Grunert et al. (1993) is a well-established tool to target groups based on lifestyle and dietary habits. On the contrary, studies attempting to identify consumer groups according to their sensory preferences are rather scarce. In this article, we present an approach that combines elements of the FRL approach with variables of sensory perception of food. The findings show that it is meaningful to build a consumer typology based on both food-related lifestyle variables and sensory preferences. The six clusters resulting from this study differ significantly from each other so that managerial recommendations are derived

Is perceived authenticity also desired? Investigating the relation between perceived authenticity and product preference

Perceived authenticity in food marketing is a potential factor of purchase decision. The present study examines which characteristics are most likely to induceconsumers to consider a food product as authentic and desirable. Two differenttypes of the dairy product \u2018kefir\u2019 were used in this study. Data were collected viaa structured online survey of 263 respondents from Germany, which represent thecharacteristics of the German society in terms of gender, age and household incomeper month. Exploratory factor analysis grouped the surveyed items of perceived product authenticity in four dimensions which are: \u201cReference to personality\u201d, \u201cImage of the product\u201d, \u201cRetail environment\u201d and \u201cProduct description\u201d. By these factors respondents measured characteristics which would ensure that the food product, the producer and the selling shop are genuine, original and credible. It can be concluded from the results that there is one universal construction of perceived authenticity fitting to both product types, namely the above mentioned four authenticity dimensions. Further, statistical tests revealed that the derived factors of perceivedproduct authenticity have a significant influence on the buying decision. However,product authenticity is not the main driver of desire. Results of the study recall the importance of further analyzing the construct of authenticity in the food sector and suggest practical implications for promoting food products, such as the congruence of the shop\u2019s environment and of the design elements on the food package

Does chronic stress enhance the risk of diseases?

In the everyday life, stress is deemed as something unfavorable that may enhance the risk for the development or worsen a disease. However, in its nature, stress is adaptive reaction of the body. Its main characteristic is the activation of the hypothalamic-pituitary-adrenocortical (HPA) axis. Previously, we have shown that activation of the HPA axis plays a gastroprotective role during acute stress. The aim of our study was to clarify the effects of chronic stress and chronically elevated basal corticosterone levels on the gastric ulceration and cardiovascular vulnerability in rats.Methods. Male Wistar rats were repeatedly restrained 60 min daily for 14 days and examined on day 15th. The gastric ulceration was induced by a s.c. injection of indomethacin (35 mg/kg). The cardiovascular vulnerability was examined in urethane-anaesthetized rats in an experimental angina pectoris model (epinephrine, 10 microg/kg, 30 s later phentolamine, 15 mg/kg, both i.v.).Results. We confirmed the development of chronic stress consequences by changes in several somatic parameters (body weight decrease, thymus involution, adrenal gland hypertrophy), and elevated resting corticosterone levels. However, the gastroprotective effect of chronic stress was not manifested and there was no aggravation of indomethacin-induced gastric ulceration, either. In the experimental angina pectoris model, previous chronic stress did not have any profound effect on the blood pressure, heart rate, and electrocardiogram changes.Conclusions. In contrast to the general view on the harmfulness nature of the stress, we were unable to find a harmful effect of chronic stress on the internal diseases (gastric ulceration and angina pectoris). However, its protective effect was also missing among present experimental conditions. Keywords: chronic stress, indomethacin-induced gastric ulceration, experimental angina pectoris

Success factors of equestrian tourism: evidence from Germany

Although Germany clearly lies at the top of international ranks in both equestrian sports and horse breeding (FN, 2012), research on success factors of equestrian tourism is still lacking. Against this background, this study presents the results of the online-survey focused on perception of the own business of 107 owners of horse-riding farms. The findings of regression analysis conducted both in the whole samples (n=107) as well in the sub-sample (n=34) show that different factors have an influence on business success such as customer satisfaction in the whole sample and control practices and positive image in the sub-sample. Accordingly, managerial implications are discussed

Adaptacoes neuromusculares ao treino da forca Com especial referencia para as adaptacoes do padrao electromiografico induzidas pelo treino e destreino

The purpose of this study was to investigate the effects of power training with stretch-shortening cycle (SSC) exercises, on the electromyographic (EMG) pattern of the leg extensor muscles, during a sequential period of training - detaining - training. Thirteen active males participated in a eight training weeks process, followed by a detaining period of four weeks and a new training period of four weeks. The subjects performed tree to four sessions per week, using drop jumps (DJ) as the basic exercise. Beside the initial evaluation, the subjects where tested every four weeks. Testing procedures included Squat Jumps (SJ), Counter-Movement Jumps (CMJ), a battery of DJ (25 to 0 cm) and an isometric leg press movement. The signals of the vertical component of the ground reactions forces (Fz), the angular displacement of the knee and ankle joints, together with the EMG recordings of the vastus medialis (VM), biceps femoris (BF), gastrocnemius (GE) and soleos(SOL) muscles, were stored in a computer for further analysis. The results showed that when quality of the training stimulus where controlled, the changes on the EMG pattern showed an increased on the IEMG of the Late EMG Response phase. The increase of the activation during the Reflex Induced Activation phase, reflects the contribution of the stretch reflex system to the neural input to the muscle. The positive changes on the Reflex Induced Activation phase were correlated with the changes on the total contact time with the ground and with the height to rise of the centre of gravity. The force-length relationship of the triceps surah muscles, showed that the training process induced adaptations on the elastic behaviour of the muscle tendon-complex, with a positive energy balance between the eccentric and concentric phases of the jump. The decrease on the length range suggested that, al least, part of the eccentric action may have taken place within the limits of the short range elastic stiffness. The changes on the slope of the stretch phase, also suggested that muscle stiffness increased as an adaptation due to a better neural controlAvailable from Fundacao para a Ciencia e a Tecnologia, Servico de Informacao e Documentacao, Av. D. Carlos I, 126, 1200 Lisboa / FCT - Fundação para o Ciência e a TecnologiaSIGLEPTPortuga