"Lose 30lbs in 30 days" : assigning responsibility for deceptive advertising of weight-loss products

Purpose &ndash; The aim of this paper is to outline key social marketing issues apparent in deceptive weight-loss advertising, from the perspective of government policy-makers, manufacturers, the media, and consumers. The purpose is to examine the complexity of one aspect of the obesity battle and provide a framework for coordinated and integrated social marketing initiatives from a multiple stakeholder perspective.Design/methodology/approach &ndash; The results of deceptive weight-loss advertising are framed using the harm chain model, and the paper offers recommended solutions based on a framework of marketing, education and policy changes across the network of stakeholders.Findings &ndash; This paper concludes that a resolution to the harm created by deceptive weight-loss advertising can be achieved by the creation of a more holistic, system-wide solution to this important health and policy issue. This networked approach must involve all aspects of harm in a multi-stakeholder solution, including both upstream and downstream integration. Specific recommendations are made for policy-makers, manufacturers, the media, and consumers to achieve this goal.Social implications &ndash; From a marketing perspective, analyzing the issue of deceptive weight-loss advertising using the harm chain allows for the creation of a more holistic, system-wide solution involving stakeholders in all aspects of harm for this important health and policy issue.Originality/value &ndash; This research examines the problem of obesity and weight-loss advertising from the unique perspective of the harm chain framework. The authors make unified recommendations for various stakeholders including industry, media, government and consumers, in order to direct integrated social marketing and consumer-oriented strategies within this industry.<br /

Superheavy Supersymmetry from Scalar Mass--A Parameter Fixed Points

In supersymmetric models, the well-known tension between naturalness and experimental constraints is relieved if the squarks and sleptons of the first two generations are superheavy, with masses of order 10 TeV, and all other superpartners are light, with masses of order 1 TeV. We show that even if all scalar masses and trilinear A parameters are of order 10 TeV at some high scale, a mass-squared hierarchy of order 400 may be generated dynamically through renormalization group evolution. The required high energy relations are consistent with grand unification, or, alternatively, may be realized in moduli-dominated supersymmetry-breaking scenarios.Comment: 12 pages, 3 figure

The role of Belgorod’ mass-media in forming of public agenda

The article reveals the modalities of mass-media’s influence on public consciousness. The correlation of political, public and media agendas has also been investigated. For the first time the investigation has been made with consideration for a region, by the example of the Belgorod Regio

Segmenting Australian online panellists based on volunteering motivations

Purpose&ndash; The purpose of this paper is to seek to assess whether online commercial panel volunteering can be segmented based on their motivations, using the volunteer functions inventor. The authors also investigate whether segments exist which differ in demographic characteristics.Design/methodology/approach&ndash; The authors survey 484 Australian online panel volunteers using a adapted version of the 30 item of the volunteer function inventory (VFI) scale developed by Clary et al. (1998). Data were analysed using confirmatory factor analysis (CFA) and cluster analysis, as well as ANOVA and &chi;2 test comparisons of demographics between clusters.Findings&ndash; CFA verifies that the VFI scale is suitable instrument to gauge online participants&rsquo; motivations. Cluster analysis produced a five-cluster solution, where respondents with low motivations overall comprised the largest grouping. Segments are interpreted by assessing the difference between the total sample average and the segment profile. The examination also identifies that the only demographic factor that varies across the five clusters is &ldquo;respondents&rdquo; employment status&rdquo;.Research limitations/implications&ndash; Future research could explore if differences in segments result in differences in online participation. The high number or respondents with low motivations may explain the relatively high levels of churn that take place within online panels and as a result panel operators would need to continually attract new members. Further research could also investigate whether the levels of motivation change over time and if so what effect such variation would produce on respondents&rsquo; retention.Originality/value&ndash; Research on online panel respondents&rsquo; motivation is still limited and investigating online panellists&rsquo; motivation as volunteers is very important as it unveils, as in the study herein reported, that alternative types of respondents may be driven by different factors when joining an online panel (or completing a given survey). Recruitment strategies could, therefore, be shaped to suit the motivation of the different segments. By refining the matching between volunteers&rsquo; profiles and their motivation, managers could improve how volunteers are recruited, managed and retained

Green information quality and green brand evaluation: the moderating effects of eco-label credibility and consumer knowledge

PurposeThis study aims to examine the effects of three green information quality dimensions &ndash; persuasiveness, completeness and credibility &ndash; on green brand evaluation and whether this is mediated by green brand credibility. It also examines the moderating effects of eco-label credibility and consumer knowledge on green information quality dimensions and green brand credibility relationships.&nbsp;&nbsp;Design/methodology/approachUsing a structured questionnaire on environmentally-friendly electrical goods/electronics, cosmetic and apparel product advertisements, involving an elaboration task, this study collected usable data from 1,282 Indian consumers across 50 cities. It also undertook an assessment for three different product groups using structural equation modelling to examine proposed hypotheses and assessed moderated mediation using the Hays process model.FindingsThe study indicates that: green brand credibility mediates the effects of green information quality dimensions on green brand evaluation; consumer knowledge moderates the effects of persuasiveness and completeness on green brand credibility and eco-label credibility moderates the effects of persuasiveness and credibility on green brand credibility.Research limitations/implications&nbsp;In green information processing, this study supports the relevance of the elaboration likelihood model and the mediation effect of green brand credibility. It also presents evidence that credible eco-labels enhance green information processing. While the results are broadly consistent across the three product categories, the results may only generalizable to the environmentally-aware urban populations.Practical implications&nbsp;Help brand managers to design advertisements that add brand credibility in environmentally-aware urban markets.Originality/valueIt helps to define green information quality and the interacting effects of eco-label credibility and consumer knowledge in green information processing.</div

How do new media contribute to image-making? The case of personalized web-communications on runet

The paper discusses the impact of personalization on image-making activity through new media on Russian Web segment. The authors compare the target audiences and the content of various mass media and evaluate their imagemaking efficiency. The article concludes on perspectives of social networking media in making image of PR-subjects in terms of personalizationyesBelgorod State Universit

The strong coupling, unification, and recent data

The prediction of the strong coupling assuming (supersymmetric) coupling constant unification is reexamined. We find, using the new electroweak data, $\alpha_{s}(M_{Z}) \approx 0.129 \pm 0.010$. The implications of the large $\alpha_{s}$ value are discussed. The role played by the $Z$ beauty width is stressed. It is also emphasized that high-energy (but not low-energy) corrections could significantly diminish the prediction. However, unless higher-dimension operators are assumed to be suppressed, at present one cannot place strong constraints on the super-heavy spectrum. Non-leading electroweak threshold corrections are also discussed.Comment: 12 pages, LaTex + RevTex, uuencoded postscript file (including 13 figures) is attached. Also available at ftp://dept.physics.upenn.edu/pub/Ni