Do People Perceive Products Differently when Buying for Self Versus for Others? Malleable Brand Personality in Gifting

According to social identity theory, people behave differently in a social context than when they are by themselves because of social identity salience. Like people, brand personality changes depending on situations and context. There is lack of research investigating identity salience within the context of gifting and its subsequent impact on the perceived brand personality of a gift in different gifting situations. This paper proposes that in gifting situations of others, a social identity is activated which leads to change in the perceived brand personality of the same product purchased for self-gifting. Within the Japanese context, the hypothesis states that the excitement of brand personality dimension is more prominent in self-gifting than in gifting others, while competence and sincerity brand personalities are more prominent in gifting others than in self-gifting scenarios.  To test these hypotheses, thirty-six brand personality traits (Aaker et al., 2001) of eight brands were evaluated by 251 respondents in Japan. Factor analysis and multiple regression results support the main hypotheses.  The paper concludes with managerial implications and future research directions

Do People Perceive Products Differently When Buying for Self-versus for Others? Malleable Brand Personality in Gifting

Depending on situation, a person’s role identity can be activated and impacts their behavior accordingly. There is a lack of research investigating identity salience within the context of gifting and its subsequent impact on the perceived brand personality of a gift in different gifting situations. This paper proposes that in others-gifting situation, a social identity is activated leading to a change in perceived brand personality of the same product that is purchased for self-gifting. Within the Japan context, we hypothesize that excitement brand personality dimension is more prominent in self-gifting than in others-gifting, while competence and sincerity brand personalities are more prominent in others-gifting than in self-gifting scenario.  To test these hypotheses, thirty-six brand personality traits (Aaker et al., 2001) of eight brands were evaluated by 251 respondents in Japan. Factor analysis and multiple regression results support the main hypotheses.  These nuanced findings have meanings for brand managers

Do People Perceive Products Differently When Buying for Self-versus for Others? Malleable Brand Personality in Gifting

Depending on situation, a person’s role identity can be activated and impacts their behavior accordingly. There is a lack of research investigating identity salience within the context of gifting and its subsequent impact on the perceived brand personality of a gift in different gifting situations. This paper proposes that in others-gifting situation, a social identity is activated leading to a change in perceived brand personality of the same product that is purchased for self-gifting. Within the Japan context, we hypothesize that excitement brand personality dimension is more prominent in self-gifting than in others-gifting, while competence and sincerity brand personalities are more prominent in others-gifting than in self-gifting scenario.  To test these hypotheses, thirty-six brand personality traits (Aaker et al., 2001) of eight brands were evaluated by 251 respondents in Japan. Factor analysis and multiple regression results support the main hypotheses.  These nuanced findings have meanings for brand managers

Experimental and Numerical Investigations of Annular Freejets

The structure of an axisymmetric freejet issuing from an annular orifice is described for the stagnation chamber to ambient pressure ratio of 13. The flowfield is numerically calculated. In the calculations, the physical plane is transformed to the computational one because of taking more grid points in the vicinity of the orifice. For two-dimensional calculations, the operator splitting method is used, and also the two-step Lax-Wendroff scheme is applied to each operator. To verify the computational data, laser interferometry is employed to determine the density in the freejet. The radially resolved densities are determined by means of the Abel inversion. The experimental results show a fairly good agreement with the computational results

Decay Profiles and Spectra of Stimulated Luminescence in CdI2

Decay profiles and spectral distributions of the stimulated luminescence in Cdl2 crystals have been investigated at liquid nitrogen temperature under high density excitation with a N2-gas laser in the excitonic absorption band. The observed luminescence decay curve consists of two components, fast (< 20 ns) and slow (about 5 μs) ones. The slow component is identical to the main decay component of the spontaneous emission which is observed rather strongly in the case of low density excitation. The fast component is peculiar to the case of high density excitation, and is connected to the stimulated emission. This means that the stimulated luminescence appears in the early stage of the luminescence decay. The spectral distribution of the fast component, namely, the stimulated emission spectrum, consists of eight fine-structures and is different from the usual spontaneous emission spectum from self trapped exciton (STE) states. Discussions will be made on the origin of these structures relating it with fine-structures of the STE states

Effect of 1,2-Dimethylhydrazine and Hydrogen Peroxide for the Duodenal Tumorigenesis in Relation to Blood Catalase Activity in Mice

Three different mouse strains, C3H/C^b_s C3H/HeN and B6C3 (C57BL x C3H) F1, having low, high and moderate catalase activities, were studied for duodenal tumorigenesis by the combined treatment with 1,2-dimethylhydrazine (DMH)* and hydrogen peroxide (HPO). DMH alone rarely induced duodenal tumors. Administration of HPO into 3 different mouse strains induced different frequencies of duodenal tumors ; 91.7% in C3H/C^b_s 9.5% in C3H/HeN and 31.8% in B6C3F1 mice. The incidence of duodenal tumors was significantly increased to 52.6% and 93.8% both in C3H/HeN and B6C3F1 mice by the combined administration of DMH and HPO. These increases in duodenal tumor were inversely correlated with the finding that administration of DMH or HPO alone or combined treatment of DMH and HPO significantly decreased mean blood catalase activities both in C3H and B6C3F1 mice

Detection of negative strand RNA of hepatitis C virus in infected liver and serum.

The negative strand RNA of hepatitis C virus, supposed to be a replicative intermediate of the virus appears to indicate viral replication. In this study, we detected the negative strand RNA by using reverse transcription-polymerase chain reaction with RNase A digestion to degrade the remaining positive strand genomic sequence of the virus after complementary DNA (cDNA) synthesis. In vitro transcribed positive-stranded mutant RNA was not detected by this method. Sample sera and liver tissues of 16 patients with chronic hepatitis C virus infection (liver fibrosis, 1; chronic hepatitis, 13; liver cirrhosis, 2) were analysed for negative strand RNA of hepatitis C virus. The negative strand RNA sequence was detected in 15 (93%) of 16 liver tissues and in 11 (78%) of 14 sera. The study demonstrated that negative strand RNA of hepatitis C virus in serum and liver tissue could be specifically detected.</p