The effectiveness of celebrities in conservation marketing

Celebrities are frequently used in conservation marketing as a tool to raise awareness, generate funding and effect behaviour change. The importance of evaluating effectiveness is widely recognised in both marketing and conservation but, to date, little research into the effectiveness of celebrity endorsement as a tool for conservation marketing has been published. Using a combination of interviews and an online choice survey instrument, we investigated the extent to which a sample of UK-based conservation organisations, and other charities, evaluate their own usage of celebrity endorsement, and then carried out an experimental evaluation of a hypothetical marketing campaign. This experiment compared participants' willingness-to-engage (WTE) with, and recall of, a conservation message presented in versions of an advert featuring one of three prominent UK celebrities (David Beckham, Chris Packham or HRH Prince William) or a non-celebrity control treatment (featuring Crawford Allan, a director of TRAFFIC USA). We find that the organisations we interviewed did not routinely evaluate their marketing campaigns featuring celebrities. Furthermore, our experiment provides evidence that celebrity endorsement can produce both positive and negative effects. Participants were more willing to engage when presented with an advert featuring one of the three celebrities than the non-celebrity control, and WTE varied according to the characteristics of the celebrity and the respondent. However, celebrities were less effective at generating campaign message recall than non-celebrities. These findings suggest that celebrity endorsement should be used carefully. Further work is required to fully understand the role celebrity endorsers can play in conservation but, drawing on best practice from the field of marketing, this study introduces an approach to evaluation which could be applied more widely to improve the effectiveness of conservation marketing

Co-infection of cattle with Fasciola hepatica or F. gigantica and Mycobacterium bovis: A systematic review

The liver flukes, Fasciola hepatica and F. gigantica, are common trematode parasites of livestock. F. hepatica is known to modulate the immune response, including altering the response to co-infecting pathogens. Bovine tuberculosis (bTB), caused by Mycobacterium bovis, is a chronic disease which is difficult to control and is of both animal welfare and public health concern. Previous research has suggested that infection with liver fluke may affect the accuracy of the bTB skin test, but direction of the effect differs between studies. In a systematic review of the literature, all experimental and observational studies concerning co-infection with these two pathogens were sought. Data were extracted on the association between fluke infection and four measures of bTB diagnosis or pathology, namely, the bTB skin test, interferon γ test, lesion detection and culture/bacterial recovery. Of a large body of literature dating from 1950 to 2019, only thirteen studies met the inclusion criteria. These included studies of experimentally infected calves, case control studies on adult cows, cross sectional abattoir studies and a herd level study. All the studies had a medium or high risk of bias. The balance of evidence from the 13 studies included in the review suggests that liver fluke exposure was associated with either no effect or a decreased response to all of the four aspects of bTB diagnosis assessed: skin test, IFN γ, lesion detection and mycobacteria cultured or recovered. Most studies showed a small and/or non-significant effect so the clinical and practical importance of the observed effect is likely to be modest, although it could be more significant in particular groups of animals, such as dairy cattle

Lower extremity joint moments during uphill cycling

Lower extremity joint moments were investigated in three cycling conditions: level seated, uphill seated and uphill standing. Based on a previous study (Caldwell, Li, McCole, &amp; Hagberg, 1998), it was hypothesized that joint moments in the uphill standing condition would be altered in both magnitude and pattern. Eight national caliber cyclists were filmed while riding their own bicycles mounted to a computerized ergometer. Applied forces were measured with an instrumented pedal, and inverse dynamics were used to calculate joint moments. In the uphill seated condition the joint moments were similar in profile to the level seated but with a modest increase in magnitude. In the uphill standing condition the peak ankle plantarflexor moment was much larger and occurred later in the downstroke than in the seated conditions. The extensor knee moment that marked the first portion of the down-stroke for the seated trials was extended much further into the downstroke while standing, and the subsequent knee flexor moment period was of lower magnitude and shorter duration. These moment changes in the standing condition can be explained by a combination of more forward hip and knee positions, increased magnitude of pedal force, and an altered pedal force vector direction. The data support the notion of an altered contribution of both muscular and non-muscular sources to the applied pedal force. Muscle length estimates and muscle activity data from an earlier study (Li &amp; Caldwell, 1996) support the unique roles of mono-articular muscles for energy generation and bi-articular muscles for balancing of adjacent joint moments in the control of pedal force vector direction.</jats:p

Pedal and crank kinetics in uphill cycling

Alterations in kinetic patterns of pedal force and crank torque due to changes in surface grade (level vs. 8% uphill) and posture (seated vs. standing) were investigated during cycling on a computerized ergometer. Kinematic data from a planar cine analysis and force data from a pedal instrumented with piezoelectric crystals were recorded from multiple trials of 8 elite cyclists. These measures were used to calculate pedal force, pedal orientation, and crank torque profiles as a function of crank angle in three conditions: seated level, seated uphill, and standing uphill. The change in surface grade from level to 8% uphill resulted in a shift in pedal angle (toe up) and a moderately higher peak crank torque, due at least in part to a reduction in the cycling cadence. However, the overall patterns of pedal and crank kinetics were similar in the two seated conditions. In contrast, the alteration in posture from sitting to standing on the hill permitted the subjects to produce different patterns of pedal and crank kinetics, characterized by significantly higher peak pedal force and crank torque that occurred much later in the downstroke. These kinetic changes were associated with modified pedal orientation (toe down) throughout the crank cycle. Further, the kinetic changes were linked to altered nonmuscular (gravitational and inertial) contributions to the applied pedal force, caused by the removal of the saddle as a base of support.</jats:p

Scaling maximal oxygen uptake to predict cycling time-trial performance in the field: a non-linear approach.

The purpose of the present article is to identify the most appropriate method of scaling VO2max for differences in body mass when assessing the energy cost of time-trial cycling. The data from three time-trial cycling studies were analysed (N = 79) using a proportional power-function ANCOVA model. The maximum oxygen uptake-to-mass ratio found to predict cycling speed was VO2max(m)(-0.32) precisely the same as that derived by Swain for sub-maximal cycling speeds (10, 15 and 20 mph). The analysis was also able to confirm a proportional curvilinear association between cycling speed and energy cost, given by (VO2max(m)(-0.32))0.41. The model predicts, for example, that for a male cyclist (72 kg) to increase his average speed from 30 km h(-1) to 35 km h(-1), he would require an increase in VO2max from 2.36 l min(-1) to 3.44 l min(-1), an increase of 1.08 l min(-1). In contrast, for the cyclist to increase his mean speed from 40 km h(-1) to 45 km h(-1), he would require a greater increase in VO2max from 4.77 l min(-1) to 6.36 l min(-1), i.e. an increase of 1.59 l min(-1). The model is also able to accommodate other determinants of time-trial cycling, e.g. the benefit of cycling with a side wind (5% faster) compared with facing a predominately head/tail wind (P<0.05). Future research could explore whether the same scaling approach could be applied to, for example, alternative measures of recording power output to improve the prediction of time-trial cycling performance

The Self-Paced VO2max Test to Assess Maximal Oxygen Uptake in Highly Trained Runners.

PURPOSE The novel self-paced maximal oxygen uptake (VO2max) test (SPV) may be a more suitable alternative to traditional maximal tests for elite athletes due to the ability to self-regulate pace. This study aimed to examine whether the SPV can be administered on a motorised treadmill. METHODS Fourteen highly trained male distance runners performed a standard GXT, an incline-based SPV (SPVinc) and a speed-based SPV (SPVsp). The GXT included a plateau verification stage. Both SPV protocols included 5 x 2 minute stages [and a plateau verification stage] and allowed for self-pacing based on fixed increments of rating of perceived exertion (RPE): 11, 13, 15, 17 and 20. The participants varied their speed/incline on the treadmill by moving between different marked 'zones', in which the tester would then adjust the intensity. RESULTS There was no significant difference (p=0.319, ES=0.21) in the VO2max achieved in the SPVsp (67.6 ± 3.6 mL·kg-1·min-1, 95%CI = 65.6 - 69.7 mL·kg-1·min-1) compared to that achieved in the GXT (68.6 ± 6.0 mL·kg-1·min-1, CI = 65.1 - 72.1 mL·kg-1·min-1). Participants achieved a significantly higher VO2max in the SPVinc (70.6 ± 4.3 mL·kg-1·min-1, 95%CI = 68.1 - 73.0 mL·kg-1·min-1) compared to both the GXT (p=0.027, ES=0.39) and SPVsp (p=0.001, ES=0.76). CONCLUSIONS The SPVsp protocol produces similar VO2max values to those obtained in the GXT and may represent a more appropriate and athlete-friendly test which is more orientated towards the variable speed found in competitive sport