One independent or many independent? The relationship among self-construal, number of brand endorsers, and brand attitudes

IntroductionIt was common for brands to use different numbers of endorsers in marketing practice. Nevertheless, research on brand endorsers’ quantity has not yielded a uniform consensus. The previous research about brand endorsers mainly focuses on the appeal of endorsement, brand category, and endorser characteristics, paying less attention to the impact of cultural factors, particularly self-construal. This study delves into selecting brand endorsers across diverse cultural regions for the same brand.MethodsDrawing on the principles of self-consistency theory and self-construal theory, our research, conducted through three distinct experiments, reveals that consumers tend to hold more favorable opinions about brands endorsed by a single individual. Furthermore, self-consistency emerges as a crucial mediating factor in this phenomenon. Additionally, self-construal is an essential factor among consumers from various cultural backgrounds.ResultsConsumers with an independent self-construal exhibit more favorable brand perceptions when it comes to single-endorser brands compared to their counterparts with an interdependent self-construal. Conversely, individuals with an interdependent self-construal demonstrate a more positive disposition towards brands with multiple endorsers than those with an independent self-construal.DiscussionThis research not only enriches and extends our theoretical understanding of the impact of the number of brand endorsers on consumer brand attitudes but also provides valuable practical insights for optimizing the selection of brand endorsers for companies

Variation of culturable bacteria along depth in the East Rongbuk ice core, Mt. Everest

AbstractIce melt water from a 22.27 m ice core which was drilled from the East Rongbuk Glacier, Mt. Everest was incubation in two incubation ways: plate melt water directly and enrichment melt water prior plate, respectively. The abundance of cultivable bacteria ranged from 0–295 CFU mL−1 to 0–1720 CFU mL−1 in two incubations with a total of 1385 isolates obtained. Comparing to direct cultivation, enrichment cultivation recovered more bacteria. Pigment-producing bacteria accounted for an average of 84.9% of total isolates. Such high percentage suggested that pigment production may be an adaptive physiological feature for the bacteria in ice core to cope with strong ultraviolet radiation on the glacier. The abundances of cultivable bacteria and pigment-producing isolates varied synchronously along depth: higher abundance in the middle and lower at the top and bottom. It indicated that the middle part of the ice core was hospitable for the microbial survival. Based on the physiological properties of the colonies, eighty-nine isolates were selected for phylogenetic analysis. Obtained 16S rRNA gene sequences fell into four groups: Firmicutes, Alpha-Proteobacteria, Gamma-Proteobacteria, and Actinobacteria, with the Firmicutes being dominant. Microbial compositions derived from direct and enrichment cultivations were not overlapped. We suggest that it is a better way to explore the culturable microbial diversity in ice core by combining the approaches of both direct and enrichment cultivation

Nuclear Data Sensitivity and Uncertainty Study for the Pressurized Water Reactor (PWR) Benchmark Using RMC and SCALE

In order to improve the safety and economy of nuclear reactors, it is necessary to analyze the sensitivity and uncertainty (S/U) of the nuclear data. The capabilities of S/U analysis has been developed in the Reactor Monte Carlo code RMC, using the iterated fission probability (IFP) method and the superhistory method. In this paper, the S/U capabilities of RMC are applied to a typical PWR benchmark B&W’s Core XI, and compared with the multigroup and continuous-energy S/U capabilities in the SCALE code system. The S/U results of the RMC-IFP method and the RMC-superhistory method are compared with TSUNAMI-CE/MG in SCALE. The sensitivity results and the uncertainty results of major nuclides that contribute a lot to the uncertainties in keff are in good agreement in both RMC and SCALE. The RMC-superhistory method has the same precision as the IFP method, but it reduces the memory footprint by more than 95% and only doubles the running time. The superhistory method has obvious advantages when there are many nuclides and reaction types to be analyzed. In addition, the total uncertainties in the keff of the first-order uncertainty quantification method are compared with the stochastic sampling method, and the maximum relative deviation of total uncertainties in the keff is 8.53%. Verification shows that the capabilities of S/U analysis developed in the RMC code has good accuracy

Converting point-wise nuclear cross sections to pole representation using regularized vector fitting

© 2017 Elsevier B.V. Direct Doppler broadening of nuclear cross sections in Monte Carlo codes has been widely sought for coupled reactor simulations. One recent approach proposed analytical broadening using a pole representation of the commonly used resonance models and the introduction of a local windowing scheme to improve performance (Hwang, 1987; Forget et al., 2014; Josey et al., 2015, 2016). This pole representation has been achieved in the past by converting resonance parameters in the evaluation nuclear data library into poles and residues. However, cross sections of some isotopes are only provided as point-wise data in ENDF/B-VII.1 library. To convert these isotopes to pole representation, a recent approach has been proposed using the relaxed vector fitting (RVF) algorithm (Gustavsen and Semlyen, 1999; Gustavsen, 2006; Liu et al., 2018). This approach however needs to specify ahead of time the number of poles. This article addresses this issue by adding a poles and residues filtering step to the RVF procedure. This regularized VF (ReV-Fit) algorithm is shown to efficiently converge the poles close to the physical ones, eliminating most of the superfluous poles, and thus enabling the conversion of point-wise nuclear cross sections

Win Big with Small: The Influence of Organic Food Packaging Size on Purchase Intention

People pay much attention to food and health issues, more so these days. Organic food brings its own “organic” aura as soon as it is produced. Despite the many studies on organic food packaging at present, they mainly focus on packaging design, materials, and colors and pay less attention to packaging size. In view of this gap in the literature, this study explores the influence of organic food packaging size on consumer purchase intention. This article conducted two experiments with 755 participants to examine the effect of organic food packaging size on purchase intention. The results show that the packaging size of organic food has a significant influence on consumer purchase intention. Specifically, the small size of organic food packaging (vs. large) can improve consumer purchase intention, and the green perceived value plays an intermediary role (Study 1). In addition, the consumers’ construal level moderates the influence of organic food packaging size on their purchase intention. For consumers with a high construal level, the small size of organic food packaging (vs. large) can improve their purchase intention. For consumers with a low construal level, large packaging size (vs. small) of organic food can improve their purchase intention (Study 2). This study reveals the psychological mechanism and boundary conditions of organic food packaging size on consumer purchase intention and provides practical enlightenment for enterprises in formulating the size of organic food packaging

Waking up “We” or “I”? How Start Temporal Landmarks Influence Arousal Product Preferences

Start temporal landmark is the beginning of a period of time. Previous research has established that individuals have the need for arousal at the start temporal landmarks but less research has focused on individual differences and the relationship between self and others (independent vs. interdependent). This research examines the influence of individuals’ self-construal on the relationship between start temporal landmarks and arousal product preference. Three experiments with 1136 participants were recruited from a university, community, and online store in Southern China. The data were analyzed by Cochran–Mantel–Haenszel on SPSS 26.0 software program. The results showed that self-construal influenced the effect of start temporal landmarks on arousal product preference. Specifically, compared with ordinary temporal landmarks, individuals with interdependent self-construal prefer high arousal products under start temporal landmarks, whereas those with independent self-construal show no significantly different preference for high or low arousal products under the start temporal landmarks. Furthermore, psychological resources play a mediating role. This research extends the theoretical research on self-construal in the field of temporal landmarks and arousal. It also has important practical implications for improving the sales of high arousal products

Modeling the impact of reproductive mode on masting

Masting is defined as the intermittent highly variable production of seed in a plant population. According to reproductive modes, that is, sexual and asexual reproduction, masting species can be separated into three groups, that is, (1) species, for example, bamboo, flower only once before they die; (2) species, for example, Fagus, reproduce sexually; and (3) species, for example, Stipa tenacissima, reproduce both sexually and asexually. Several theories have been proposed to explore the underlying mechanisms of masting. However, to our knowledge, no theory has been found to explain the mechanism of masting species that reproduce both sexually and asexually. Here we refine the Resource Budget Model by considering a trade-off between sexual and asexual reproduction. Besides the depletion efficient (i.e., the ratio of the cost of seed setting and the cost of flowering), other factors, such as the annual remaining resource (i.e., the rest of the resource from the photosynthetic activity after allocating to growth and maintenance), the trade-off between sexual and asexual reproduction, and the reproductive thresholds, also affect masting. Moreover, two potential reproductive strategies are found to explain the mechanisms: (1) When the annual remaining resource is relatively low, plants reproduce asexually and a part of the resource is accumulated as the cost of asexual reproduction is less than the annual remaining resource. Plants flower and set fruits once the accumulated resource exceeds the threshold of sexual reproduction; (2) when the annual remaining resource is relatively high, and the accumulated resource surpasses the threshold of sexual reproduction, masting occurs. Remarkably, under certain depletion efficient, more investigation in sexual reproduction will lead plants to reproduce periodically. Additionally, plants investigate less resource to reproduce periodically when depletion efficient keeps increasing as plants can reproduce efficiently. Overall, our study provides new insights into the interpretation of masting, especially for species that reproduce both sexually and asexually

Modeling the impact of reproductive mode on masting

Masting is defined as the intermittent highly variable production of seed in a plant population. According to reproductive modes, that is, sexual and asexual reproduction, masting species can be separated into three groups, that is, (1) species, for example, bamboo, flower only once before they die; (2) species, for example, Fagus, reproduce sexually; and (3) species, for example, Stipa tenacissima, reproduce both sexually and asexually. Several theories have been proposed to explore the underlying mechanisms of masting. However, to our knowledge, no theory has been found to explain the mechanism of masting species that reproduce both sexually and asexually. Here we refine the Resource Budget Model by considering a trade-off between sexual and asexual reproduction. Besides the depletion efficient (i.e., the ratio of the cost of seed setting and the cost of flowering), other factors, such as the annual remaining resource (i.e., the rest of the resource from the photosynthetic activity after allocating to growth and maintenance), the trade-off between sexual and asexual reproduction, and the reproductive thresholds, also affect masting. Moreover, two potential reproductive strategies are found to explain the mechanisms: (1) When the annual remaining resource is relatively low, plants reproduce asexually and a part of the resource is accumulated as the cost of asexual reproduction is less than the annual remaining resource. Plants flower and set fruits once the accumulated resource exceeds the threshold of sexual reproduction; (2) when the annual remaining resource is relatively high, and the accumulated resource surpasses the threshold of sexual reproduction, masting occurs. Remarkably, under certain depletion efficient, more investigation in sexual reproduction will lead plants to reproduce periodically. Additionally, plants investigate less resource to reproduce periodically when depletion efficient keeps increasing as plants can reproduce efficiently. Overall, our study provides new insights into the interpretation of masting, especially for species that reproduce both sexually and asexually