Context effects in diverse-category brand environments: The influence of target product positioning and consumers' processing mind-set

We investigate the apparent rarity of contrast effects in diverse-category contextual and target product settings. Three studies show that the direction of context effects depends on (a) whether target product positioning is abstract or concrete, (b) consumers’ adoption of an item-specific, similarity-focused relational or dissimilarityfocused relational processing mind-set, and (c) the magnitude of resources allocated to processing. We find that contrast effects emerge when an ambiguous target product is positioned concretely, not abstractly, and consumers employ relational, not item-specific, processing. A framework clarifies how and when each of the aforementioned factors shapes context effects, often in ways never before seen. Whether in supermarkets teeming with assorted foods and home products, during commercial breaks filled with pools of ads, or in stadiums plastered with the signage of numerous sponsors, consumers frequently evaluate target products in contexts inhabited by goods from many different product categories. Not only do these categories typically differ from each other, but they also often differ from that of the target product. To exemplify, consider a trip to an upscale store where you might browse branded products from diverse categories, say, a Sony TV, Godiva candy, a Rolex watch, Aveda shampoo, and so on. Suppose that you then encountered a promotional appeal for an unknown vacation resort. Would your evaluation of the ambiguous target resort differ if the earlier-examined multicategory products *Kyeongheui Kim is assistant professor of marketing, at the Departmen

Exploring Message Framing Outcomes When Systematic, Heuristic, or Both Types of Processing Occur

Mixed findings have emerged in message framing studies, even when such studies employ the same general type of framing, such as goal framing. This article attempts to show that by ex-tending the heuristic–systematic model-based explanation of message framing effects to incor-porate conditions that may prompt both systematic and heuristic processing, this theory may accommodate some of the aberrant findings. The research reported shows that by varying a message issue’s risky implications and its personal relevance, 2 factors that potentially influ-ence the type of processing people employ, systematic, heuristic, or concurrently both types of processing were evoked and influenced people’s judgments, causing alternative patterns of message framing effects to occur. The results offer insight into how each of these types of pro-cessing can affect message framing outcomes, and they imply that certain seemingly aberrant findings in the literature can be reconciled with this extended theory. There is growing agreement that different mechanisms ac-count for alternative types of message framing effects, such as those produced by risky choice, attribute, and goal framing (for a discussion of these distinctions, see Levin, Schneider, &amp

The Role of Female Sexual-Self Schema in Reactions to Non-Explicit Sexual Advertising Imagery

We explore females’ reactions to a non-explicit, but still sexually themed, advertisement. Specifically, we consider the role of female sexual self-schema (SSS) in the identification of the level of sex present in such an advertisement, and then resultant effects on attitudes and purchase intent. We find that while SSS has no effect on the perceived level of sex present, it does influence resultant dependent variables, particularly for low-SSS females. Informed by our study and extant literature, we also offer areas for further SSS-based advertising research, particularly regarding issues of females’ perceptions of advertisement and brand fit with sexual themes

Impairment of Methotrexate Transport Is Common in Osteosarcoma Tumor Samples

Osteosarcoma does not respond well to conventional dose methotrexate but does respond to high-dose methotrexate. Previous work has indicated that this resistance may be due to impaired transport of methotrexate across the cell membrane. In this study, the PT430 competitive displacement assay was adapted to evaluate methotrexate transport in 69 high-grade osteosarcoma tumor samples. All samples studied were shown to have relatively impaired methotrexate transport by PT430 assay. Ninety-nine percent of the samples had less than 20% PT430 displacement by methotrexate. Eighty-eight percent exhibited displacement by methotrexate at less than 50% of the displacement by trimetrexate. The high frequency of impaired transport suggests the presence of decreased functionality of the reduced folate carrier protein. The overwhelming presence of impaired transport may explain why methotrexate needs to be given in high doses to be effective in osteosarcoma therapy and suggests that reduced folate carrier-independent antifolates should be explored

Why-Oriented End-User Debugging of Naïve Bayes Text Classification

Machine learning techniques are increasingly used in intelligent assistants, that is, software targeted at and continuously adapting to assist end users with email, shopping, and other tasks. Examples include desktop SPAM filters, recommender systems, and handwriting recognition. Fixing such intelligent assistants when they learn incorrect behavior, however, has received only limited attention. To directly support end-user “debugging” of assistant behaviors learned via statistical machine learning, we present a Why-oriented approach which allows users to ask questions about how the assistant made its predictions, provides answers to these “why” questions, and allows users to interactively change these answers to debug the assistant's current and future predictions. To understand the strengths and weaknesses of this approach, we then conducted an exploratory study to investigate barriers that participants could encounter when debugging an intelligent assistant using our approach, and the information those participants requested to overcome these barriers. To help ensure the inclusiveness of our approach, we also explored how gender differences played a role in understanding barriers and information needs. We then used these results to consider opportunities for Why-oriented approaches to address user barriers and information needs

The Gravitational Field of String Matter

We study the scattering of a massless and neutral test particle in the gravitational field of a body (the string star) made of a large number of scalar states of the superstring. We consider two cases, the one in which these states are neutral string excitations massive already in ten dimensions and the one in which their masses (and charges) originate in the process of compactification on tori. A perturbative calculation based on superstring amplitudes gives us the deflection angle up to the second order in Newton's constant. A comparison with field theory explicitly shows which among the various massless fields of the superstring give a contribution to the scattering process. In both cases, the deflection angle is smaller than the one computed in general relativity. The perturbative series can be resummed by finding the exact solution to the classical equations of motion of the corresponding low-energy action. The space-time metric of our two examples of string stars has no horizon.Comment: 40 PAGE

SUMO-targeted ubiquitin ligase (STUbL) Slx5 regulates proteolysis of centromeric histone H3 variant Cse4 and prevents its mislocalization to euchromatin

Centromeric histone H3, CENP-ACse4, is essential for faithful chromosome segregation. Stringent regulation of cellular levels of CENP-ACse4 restricts its localization to centromeres. Mislocalization of CENP-ACse4 is associated with aneuploidy in yeast and flies and tumorigenesis in human cells; thus defining pathways that regulate CENP-A levels is critical for understanding how mislocalization of CENP-A contributes to aneuploidy in human cancers. Previous work in budding yeast shows that ubiquitination of overexpressed Cse4 by Psh1, an E3 ligase, partially contributes to proteolysis of Cse4. Here we provide the first evidence that Cse4 is sumoylated by E3 ligases Siz1 and Siz2 in vivo and in vitro. Ubiquitination of Cse4 by the small ubiquitin-related modifier (SUMO)-targeted ubiquitin ligase (STUbL) Slx5 plays a critical role in proteolysis of Cse4 and prevents mislocalization of Cse4 to euchromatin under normal physiological conditions. Accumulation of sumoylated Cse4 species and increased stability of Cse4 in slx5∆ strains suggest that sumoylation precedes ubiquitin-mediated proteolysis of Cse4. Slx5-mediated Cse4 proteolysis is independent of Psh1, since slx5∆ psh1∆ strains exhibit higher levels of Cse4 stability and mislocalization than either slx5∆ or psh1∆ strains. Our results demonstrate a role for Slx5 in ubiquitin-mediated proteolysis of Cse4 to prevent its mislocalization and maintain genome stability

HSD3B1 genotype identifies glucocorticoid responsiveness in severe asthma

Asthma resistance to glucocorticoid treatment is a major health problem with unclear etiology. Glucocorticoids inhibit adrenal androgen production. However, androgens have potential benefits in asthma. HSD3B1 encodes for 3β-hydroxysteroid dehydrogenase-1 (3β-HSD1), which catalyzes peripheral conversion from adrenal dehydroepiandrosterone (DHEA) to potent androgens and has a germline missense-encoding polymorphism. The adrenal restrictive HSD3B1(1245A) allele limits conversion, whereas the adrenal permissive HSD3B1(1245C) allele increases DHEA metabolism to potent androgens. In the Severe Asthma Research Program (SARP) III cohort, we determined the association between DHEA-sulfate and percentage predicted forced expiratory volume in 1 s (FEV1PP). HSD3B1(1245) genotypes were assessed, and association between adrenal restrictive and adrenal permissive alleles and FEV1PP in patients with (GC) and without (noGC) daily oral glucocorticoid treatment was determined (n = 318). Validation was performed in a second cohort (SARP I&II; n = 184). DHEA-sulfate is associated with FEV1PP and is suppressed with GC treatment. GC patients homozygous for the adrenal restrictive genotype have lower FEV1PP compared with noGC patients (54.3% vs. 75.1%; P < 0.001). In patients with the homozygous adrenal permissive genotype, there was no FEV1PP difference in GC vs. noGC patients (73.4% vs. 78.9%; P = 0.39). Results were independently confirmed: FEV1PP for homozygous adrenal restrictive genotype in GC vs. noGC is 49.8 vs. 63.4 (P < 0.001), and for homozygous adrenal permissive genotype, it is 66.7 vs. 67.7 (P = 0.92). The adrenal restrictive HSD3B1(1245) genotype is associated with GC resistance. This effect appears to be driven by GC suppression of 3β-HSD1 substrate. Our results suggest opportunities for prediction of GC resistance and pharmacologic intervention

Please, talk about it! When hotel popularity boosts preferences

Many consumers post on-line reviews, affecting the average evaluation of products and services. Yet, little is known about the importance of the number of reviews for consumer decision making. We conducted an on-line experiment (n= 168) to assess the joint impact of the average evaluation, a measure of quality, and the number of reviews, a measure of popularity, on hotel preference. The results show that consumers' preference increases with the number of reviews, independently of the average evaluation being high or low. This is not what one would expect from an informational point of view, and review websites fail to take this pattern into account. This novel result is mediated by demographics: young people, and in particular young males, are less affected by popularity, relying more on quality. We suggest the adoption of appropriate ranking mechanisms to fit consumer preferences. © 2014 Elsevier Ltd

Engaging with community researchers for exposure science: lessons learned from a pesticide biomonitoring study

A major challenge in biomonitoring studies with members of the general public is ensuring their continued involvement throughout the necessary length of the research. The paper presents evidence on the use of community researchers, recruited from local study areas, as a mechanism for ensuring effective recruitment and retention of farmer and resident participants for a pesticides biomonitoring study. The evidence presented suggests that community researchers' abilities to build and sustain trusting relationships with participants enhanced the rigour of the study as a result of their on-the-ground responsiveness and flexibility resulting in data collection beyond targets expected