Phonetic Similarity in Brand Name Innovation

When developing a new brand name, similarity of the new brand name to an existing brand name may affect perceptions of the new brand name. However, marketers typically have little guidance on the optimal level of similarity versus originality. Based on linguistic theory, we develop a method to determine this optimal level. In four experiments, we examine the phonetic similarity of a company’s new brand names to the company’s original brand name, implementing a highly controlled methodology based on linguistic rules. When pre-existing attitudes towards a company are positive, an inverted U-shaped pattern is observed in brand name attitudes, such that moderate levels of phonetic similarity are preferred over closer or more distant levels of phonetic similarity. When pre-existing attitudes towards a company are negative, an opposite, U-shaped pattern is observed, such that moderate levels of phonetic similarity are less preferred over closer or more distant levels of phonetic similarity. However, when there are no pre-existing attitudes towards the company, a direct, linear relation between phonetic similarity and attitudes is observed, such that close levels are preferred over moderate levels which, in turn, are preferred over distant levels, consistent with a simple familiarity effect on brand name attitudes.Brand Names, Linguistics, Attitudes

Hereditary Transmission of Yellow-Fever Parasite in the Mosquito.

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Writing Through It

This memoir spans several years of the author\u27s life. It begins with the early years of high school, and the beautiful mess that comes with them, and ends in the rebuilding of a life following complete devastation. This manuscript incorporates poetry in order to emulate the raw vulnerability and emotion that could not fit in a prose piece. The intermingling of the two form a poetry and memoir fusion that refuses to be contained within any number of formats

Analysis of Risks to Oxygen Systems from Particulate and Fiber Contaminants and Derivation of Cleanliness Requirements

It has been well documented in the literature that contamination within oxygen systems can create significant fire hazards. Cleanliness limits for nonvolatile residues, ranging from 10 to 500 mg/sq m, have been established for various industries and types of oxygen systems to reduce the risk of ignition of flammable organic films. Particulate cleanliness limits used for oxygen systems vary considerably. Maximum allowed particle size, quantity limits, and allocations for fibers or metallic particles are all variables seen in aerospace cleanliness limits. Particles are known to have the potential to ignite within oxygen systems and must be limited to prevent fires. Particulate contamination may also pose risks to the performance of oxygen systems that are unrelated to ignition hazards. An extensive literature search was performed to better understand the relative importance of particle ignition mechanisms versus other deleterious effects of particles on oxygen systems and to identify rationale for derivation of particulate cleanliness limits for specific systems. The identified risks of different types and sizes of particles and fibers were analyzed. This paper summarizes the risks identified and rationale that may be used to derive particulate cleanliness limits for specific oxygen systems

The Case for a Complexity Continuum

The case for a Complexity Continuum (CC) is presented. Past research on the effects of syntactic complexity (and other contributors to complexity, such as difficult words) in an advertising context has yielded seemingly contradictory findings. Rather than being problematic, however, it is argued in this conceptual paper that the various results from past research are complementary. By placing each study along the CC (based on medium, textual factors, and participant characteristics) one can see how results to date combined provide a clearer understanding of how complexity operates. Two experiments provide additional evidence of the validity of the CC proposed herein.textual factors, complexity, continuum

Solvent Replacement for Hydrochlorofluorocarbon-225 for Cleaning Oxygen System Components

This Technical Memorandum is the result of a 2-year project funded by the Defense Logistics Agency-Aviation, Hazardous Minimization and Green Products Branch, to identify and test two candidate solvents to replace hydrochlorofluorocarbon-225 (HCFC-225) for cleaning oxygen systems. The solvents were also compared to a second solvent composed predominantly of perfluorobutyl iodide (PFBI), which had received limited approval by the United States Air Force (USAF) for hand wipe cleaning of components for aviators breathing oxygen systems. The tests performed for this study were based on those reported in AFRL-ML-WP-TR-2003-4040, The Wipe Solvent Program, the test program used to qualify Ikon Solvent P for USAF applications.The study was completed in August 2014, prior to the completion of a more extensive study funded by the NASA Rocket Propulsion Test (RPT) program. The results of the RPT project are reported in NASA/TP-2015-18207, Replacement of Hydrochlorofluorocarbon225 Solvent for Cleaning and Verification Sampling of NASA Propulsion Oxygen Systems Hardware, Ground Support Equipment, and Associated Test Systems. The test methods used in this study for nonvolatile residue (NVR) background, materials compatibility, and cleaning effectiveness were different than those used for the RPT project; a smaller set of materials and contaminants were tested. The tests for this study were complementary to and provided supplementary information for the down-selection process during the course of the test program reported in NASA/TP-2015-218207

Analysis and Derivation of Allocations for Fiber Contaminants in Liquid Bipropellant Systems

An analysis was performed to identify the engineering rationale for the existing particulate limits in MSFC-SPEC-164, Cleanliness of Components for Use in Oxygen, Fuel, and Pneumatic Systems, determine the applicability of this rationale to fibers, identify potential risks that may result from fiber contamination in liquid oxygen/fuel bipropellant systems, and bound each of these risks. The objective of this analysis was to determine whether fiber contamination exceeding the established quantitative limits for particulate can be tolerated in these systems and, if so, to derive and recommend quantitative allocations for fibers beyond the limits established for other particulate. Knowledge gaps were identified that limit a complete understanding of the risk of promoted ignition from an accumulation of fibers in a gaseous oxygen system

Replacement of Hydrochlorofluorocarbon (HCFC) -225 Solvent for Cleaning and Verification Sampling of NASA Propulsion Oxygen Systems Hardware, Ground Support Equipment, and Associated Test Systems

Since the 1990's, when the Class I Ozone Depleting Substance (ODS) chlorofluorocarbon-113 (CFC-113) was banned, NASA's rocket propulsion test facilities at Marshall Space Flight Center (MSFC) and Stennis Space Center (SSC) have relied upon hydrochlorofluorocarbon-225 (HCFC-225) to safely clean and verify the cleanliness of large scale propulsion oxygen systems. Effective January 1, 2015, the production, import, export, and new use of HCFC-225, a Class II ODS, was prohibited by the Clean Air Act. In 2012 through 2014, leveraging resources from both the NASA Rocket Propulsion Test Program and the Defense Logistics Agency - Aviation Hazardous Minimization and Green Products Branch, test labs at MSFC, SSC, and Johnson Space Center's White Sands Test Facility (WSTF) collaborated to seek out, test, and qualify a replacement for HCFC-225 that is both an effective cleaner and safe for use with oxygen systems. Candidate solvents were selected and a test plan was developed following the guidelines of ASTM G127, Standard Guide for the Selection of Cleaning Agents for Oxygen Systems. Solvents were evaluated for materials compatibility, oxygen compatibility, cleaning effectiveness, and suitability for use in cleanliness verification and field cleaning operations. Two solvents were determined to be acceptable for cleaning oxygen systems and one was chosen for implementation at NASA's rocket propulsion test facilities. The test program and results are summarized. This project also demonstrated the benefits of cross-agency collaboration in a time of limited resources

Results of the Test Program for Replacement of AK-225G Solvent for Cleaning NASA Propulsion Oxygen Systems

Since the 1990's, when the Class I Ozone Depleting Substance chlorofluorocarbon-113 was banned, NASA's propulsion test facilities at Marshall Space Flight Center and Stennis Space Center have relied upon the solvent Asahiklin AK-225 (hydrochlorofluorocarbon-225ca/cb or HCFC-225ca/cb) and, more recently AK-225G (the single isomer form, HCFC-225cb) to safely clean and verify the cleanliness of large scale propulsion oxygen systems. Effective January 1, 2015, the production, import, export, and new use of Class II Ozone Depleting Substances, including AK-225G, was prohibited in the United States by the Clean Air Act. In 2012 through 2014, NASA test labs at MSFC, SSC, and Johnson Space Center's White Sands Test Facility collaborated to seek out, test, and qualify a solvent replacement for AK-225G that is both an effective cleaner and safe for use with oxygen systems. This paper summarizes the tests performed, results, and lessons learned

How social dominance orientation shapes perceptions of police

Purpose There remain several underaddressed issues in the procedural justice literature. The authors draw from a rich body of psychological research on how the sociopolitical orientation to group inequality influences individual views on government and apply this to perceptions of procedural justice. Design/methodology/approach This study uses a laboratory-style experimental design to examine the extent to which social dominance orientation (SDO) shapes how people view the language of law enforcement. Four treatments are tested: procedural justice, rapport, deference, and direct. Findings The authors find that, overall, exclusively emphasizing rapport – as opposed to procedural justice, deference, or directness – is not beneficial to fostering positive perceptions of police. Additionally, a higher SDO score is associated with lower perceptions of officer respect in the video and regardless of condition. Finally, while higher SDO score is correlated with greater trust in police (both a specific officer and the police in general), it is also associated with a lower sense of obligation to obey both the officer in the video and the police as an institution. Further, procedural justice or direct communication styles can attenuate the negative impact of SDO on views of police better than rapport or deference communication styles. Thus, the picture that emerges from this research is more nuanced than a straightforward relationship between SDO and support for police. Originality/value This study used an experimental design to examine for the first time the role that a sociopolitical orientation may play in procedural justice theory. While research finds strong links between procedural justice and increased cooperation with police, obligation to obey, and trust in police, few studies have delved into the individual-level factors that research has yet to delve into whether sociopolitical orientation may play a role in informing police actions and communication training