How Consumers’ Use of Brand vs. Attribute Information

Prior research has identified that brands have a differential impact on consumer evaluations across various brand benefits. But no work has considered whether these effects are stable over time, or evolve in a consistent way. We address this question by decomposing consumer evaluations of brand benefits into overall brand and detailed attribute-specific sources in order to understand whether brand effects remain stable or evolve over time. With two unique datasets, the first containing cross-sectional data from Kodak across four different consumer goods categories, and another longitudinal dataset from the U.S. and Canada in the surface-cleaning category, covering seven brands over five years, we demonstrate a systematic evolution in brand effects: A general trend is that over time and with experience consumers rely more heavily on overall brand information to develop their evaluations. However, early in a brand’s life, or later when circumstances compel consumers to actively consider the attributes, ingredients or features of a brand, consumers may rely more heavily on detailed attribute-specific information to evaluate brand-benefits. Implications for brand management are discussed

Beyond “Halo”: The Identification and Implications of Differential Brand Effects across Global Markets

Purpose – The purpose of this paper is to investigate whether brands impact consumer evaluations in ways other than a consistent halo and the degree to which consumers use both overall brand information along with detailed attribute-specific information to construct their evaluations. Design/methodology/approach – The authors decompose consumer evaluations of brand benefits into overall brand and detailed attribute-specific sources through a standard CFA approach. Data cover 55 brands in four product categories sold in nine global markets. Findings – Halo effects are rare in global CPG markets. The authors identify the presence of differential brand effects in eight of nine global markets tested. Application of an extended model to a market where several competing family brands are present demonstrates the ability of the model to identify relationships among brand offerings within a family brand and to differentiate between family brand sets. Research limitations/implications – The finding of differential effects calls into question the assumption of a consistent brand effect assumed in past research; future models should accommodate differential effects. Practical implications – The ability to decompose consumer brand-benefit beliefs into overall brand and detailed attribute-specific sources provides managers with insights into which latent mental sources consumers use to construct their brand beliefs. As such, the methodology provides useful descriptive and diagnostic measures concerning the sources of suspicious, interesting, or worrisome consumer brand beliefs as well as a means to determine if their branding, positioning and/or messaging is having the desired impact on consumer evaluations so that they can make and evaluate required changes. Originality/value – A significant contribution of this research is the finding that many times the brand source differentially impacts consumers\u27 evaluations of brand-benefits, a finding that is contrary to a consistent halo effect that is assumed in prior models

Evaluation of thermal evaporation conditions used in coating aluminum on near-field fiber-optic probes

This is the published version, also available here: http://dx.doi.org/10.1063/1.1148836.The effects that the thermal evaporation conditions have on the roughness of aluminum-coated near-field fiber-optic probes were investigated using the high-resolution capabilities of atomic force microscopy. The coating conditions studied include the effects of background gas composition, base vacuum pressure, and aluminum evaporation rate. The effects of aging on the aluminum-coated tips were also evaluated. The results from topography measurements of the resulting aluminumfilm indicated that the most dramatic improvements in the tip coatings can be achieved using high aluminum evaporation rates at base vacuum pressures below 10−5 Torr. These results agree with other studies on thin aluminumfilms and reflect a decrease in oxide formation. For demanding applications of near-field microscopy requiring maximal resolution, the results presented here indicate that it may also be necessary to reduce oxygen and/or water from the vacuum chamber prior to coating

An Observational Determination of the Proton to Electron Mass Ratio in the Early Universe

In an effort to resolve the discrepancy between two measurements of the fundamental constant mu, the proton to electron mass ratio, at early times in the universe we reanalyze the same data used in the earlier studies. Our analysis of the molecular hydrogen absorption lines in archival VLT/UVES spectra of the damped Lyman alpha systems in the QSOs Q0347-383 and Q0405-443 yields a combined measurement of a (Delta mu)/mu value of (-7 +/- 8) x 10^{-6}, consistent with no change in the value of mu over a time span of 11.5 gigayears. Here we define (Delta mu) as (mu_z - mu_0) where mu_z is the value of mu at a redshift of z and mu_0 is the present day value. Our null result is consistent with the recent measurements of King et al. 2009, (Delta mu)/u = (2.6 +/- 3.0) x 10^{-6}, and inconsistent with the positive detection of a change in mu by Reinhold et al. 2006. Both of the previous studies and this study are based on the same data but with differing analysis methods. Improvements in the wavelength calibration over the UVES pipeline calibration is a key element in both of the null results. This leads to the conclusion that the fundamental constant mu is unchanged to an accuracy of 10^{-5} over the last 80% of the age of the universe, well into the matter dominated epoch. This limit provides constraints on models of dark energy that invoke rolling scalar fields and also limits the parameter space of Super Symmetric or string theory models of physics. New instruments, both planned and under construction, will provide opportunities to greatly improve the accuracy of these measurements.Comment: Accepted for publication in the Astrophysical Journa

Playing 'Tetris' reduces the strength, frequency and vividness of naturally occurring cravings.

Elaborated Intrusion Theory (EI) postulates that imagery is central to craving, therefore a visually based task should decrease craving and craving imagery. This study provides the first laboratory test of this hypothesis in naturally occurring, rather than artificially induced, cravings. Participants reported if they were experiencing a craving and rated the strength, vividness and intrusiveness of their craving. They then either played 'Tetris' or they waited for a computer program to load (they were told it would load, but it was designed not to). Before task completion, craving scores between conditions did not differ; after, however, participants who had played 'Tetris' had significantly lower craving and less vivid craving imagery. The findings support EI theory, showing that a visuospatial working memory load reduces naturally occurring cravings, and that Tetris might be a useful task for tackling cravings outside the laboratory. Methodologically, the findings show that craving can be studied in the laboratory without using craving induction procedures

Initial Development of a Patient-Reported Instrument Assessing Harm, Efficacy, and Misuse of Long-Term Opioid Therapy

Guidelines on long-term opioid therapy recommend frequent reassessment of harm, efficacy, and misuse of these potentially harmful and sometimes ineffective medications. In primary care, there is a need for a brief, patient-reported instrument. This report details the initial steps in the development of such an instrument. An interdisciplinary team of clinician-scientists performed four discrete steps in this study: (1) conceptualization of the purpose and function of the instrument, (2) assembly of an item pool, (3) expert rating on which items were most important to include in the instrument, and (4) modification of expert-selected items based on a reading level check and cognitive interviews with patients. A diverse panel of 47 subject matter experts was presented with 69 items to rate on a 1–9 scale in terms of importance for inclusion in the instrument. The panel highly rated 37 items: 8 related to harm, 4 related to efficacy, and 25 related to misuse. These 37 items were then tested for patient comprehension and modified as needed. Next steps in development will include further item reduction, testing against a gold standard, and assessment of the instrument’s effect on clinical outcomes

Low-Dissipation Advection Schemes Designed for Large Eddy Simulations of Hypersonic Propulsion Systems

The 2nd-order upwind inviscid flux scheme implemented in the multi-block, structured grid, cell centered, finite volume, high-speed reacting flow code VULCAN has been modified to reduce numerical dissipation. This modification was motivated by the desire to improve the codes ability to perform large eddy simulations. The reduction in dissipation was accomplished through a hybridization of non-dissipative and dissipative discontinuity-capturing advection schemes that reduces numerical dissipation while maintaining the ability to capture shocks. A methodology for constructing hybrid-advection schemes that blends nondissipative fluxes consisting of linear combinations of divergence and product rule forms discretized using 4th-order symmetric operators, with dissipative, 3rd or 4th-order reconstruction based upwind flux schemes was developed and implemented. A series of benchmark problems with increasing spatial and fluid dynamical complexity were utilized to examine the ability of the candidate schemes to resolve and propagate structures typical of turbulent flow, their discontinuity capturing capability and their robustness. A realistic geometry typical of a high-speed propulsion system flowpath was computed using the most promising of the examined schemes and was compared with available experimental data to demonstrate simulation fidelity

Effect of Level Statistics on Superconductivity in Ultrasmall Metallic Grains

We examine the destruction of superconducting pairing in metallic grains as their size is decreased for both even and odd numbers of electrons. This occurs when the average level spacing d is of the same order as the BCS order parameter. The energy levels of these grains are randomly distributed according to random matrix theory, and we must work statistically. We find that the average value of the critical level spacing is larger than for the model of equally spaced levels for both parities, and derive numerically the probabilities $P_{o,e}(d)$ that a grain of mean level spacing d shows pairing.Comment: 12 pages, 2 PostScript files, RevTex format, submitted to PR