The relative effects of comparative and noncomparative advertising on evaluation processes.

Advertisers are increasingly using comparative advertising to influence product/brand evaluations. Broadly defined, a company is said to be using comparative advertising when the sponsoring brand makes implicit or explicit comparisons with some other identified or unidentified brand at the attribute(s) or overall level. Empirical research examining the process through which comparative advertising impacts brand evaluations is not well understood. The purpose of this research is to examine the process through which comparative advertising influences evaluations. Several social psychology theories such as the cognitive response approach, attribution theory and the elaboration likelihood model of persuasion are considered to develop the research hypotheses. The primary hypothesis advanced was that comparative advertising has a significantly more favorable influence on attribute importance, brand evaluations, confidence in brand evaluations and behavioral intentions than noncomparative advertising. Additionally, the mediating effects of cognitive responses generated as a result of message exposure were also considered. The study was conducted in a laboratory setting using university employees as subjects. A 2 x 2 x 3 full factorial design was used. The three factors were message type (noncomparative, comparative), message content (evaluative, factual), and message sidedness (one-sided, two-sided unrefuted, two-sided refuted). The investigations were carried out using print medium with the context of bank checking accounts. The results from this study supported the hypothesis that comparative messages are superior to noncomparative messages in terms of their impact on evaluation processes. However, with respect to message content and message sidedness there was limited support

Speaker Recognition Based Home Automation Using Matlab

Due to decline in both physical and mental abilities, some elderly are not allowed to leave the bed without assistance. Some time they are unable to make the desirable bodily movements and repositioning. In this paper the home automation is obtained using MATLAB based speaker recognition. The feature extraction of speech signal is done by using MFCC and for selection of features of speech signal vector quantization is used. By using above two steps the speaker is recognized and then this is given to the microcontroller by using serial communication .Then the particular home appliance get operated

Effect of sulphur supplementation on micronutrients, fatty acids and sulphur use efficiency of soybean seeds

The present study was aimed at finding the influence of different sources and doses of sulphur fertilizers on micronutrient status and oil composition in soybean seeds. Soybean is the major source of edible vegetable oils and high protein seed supplements in the world. Sulphur deficiency causes soybean protein quality to decline and also decreases nitrogen-use efficiency of fertilizers. Soybean is a good source of nutrients which could further be amended with biofortification and use of fertilizers, to meet the nutrient deficiencies. Various limiting factors affect the yield of soybean crop by affecting the yield potential. Sufficient sulphur deficiency is one such limiting factor and have become common all over due to intensive crop systems and higher yielding varieties. Micronutrients play an important role in quality and quantity of soybean yield. Sulphur fertilizers viz gypsum and single super phosphate (SSP) were used at three different doses. Soil analysis have been done to evaluate the fertility status of soil prior to the experiment. Different treatments of sulphur supplementation had significant effect on seed micronutrient accumulation, nitrogen sulphur ratio and fatty acid profile. Sulphur supplementation increased zinc and iron content in mature soybean seeds, however, copper and manganese were found to be least effective. Sulphur supplementation with gypsum @ 20 kgha-1 increased plant height and pods per plant. Increase of oleic acid coincided with the decrease of linoleic acid with sulphur supplementation during both the cropping seasons of study

To evaluate the effect of Panchaprasrutika Basti with and without Anuvasana in Janusandhigata Vata - A Comparative Clinical Study

Basti is considered as Ardha or Purna Chikitsa among the entire Panchakarma therapeutic measures. In Asthi Ashrita Vyadhi Panchakarma especially Basti Karma is Hitakari. Sandhigata Vata is one among the Vataja Nanatmaja Vyadhi mainly manifesting in Vridhdhavastha, which is dominated by Vata Dosha. Acharya Sushruta said it is difficult to cure and is Yapya. Charakacharya has explained that for the management of the diseases at Marmaasthi Sthanas, Vata Dosha is treated. Since Basti is considered the most effective for the management of Vata. Hence the present study “To evaluate the effect of Panchaprasrutka Basti with and without Anuvasana in Janusandhigata Vata - A Comparative Clinical Study, is undertaken here. Methodology: It is a comparative clinical study. 40 patients diagnosed as having Janusandhigata Vata fulfilling the inclusion criteria were selected from the OPD and IPD, SJIIM Hospital and GAMC Bengaluru and randomly assigned into following 2 groups each comprising of 20 patients. A special case proforma was prepared with all the points of History taking, physical examinations, laboratory investigations to confirm the diagnosis as mentioned in our classics and contemporary sciences. Group A: Patients of this group were given a course of Panchaprasrutika Basti with Anuvasana Basti. Group B: Patients of this group were given a course of Panchaprasrutika Basti without Anuvasana Basti. Patients of both groups were administered Basti in Yoga Basti pattern. After completion of study, results were assessed using student’s ‘t’ test by comparing the data collected during the study. Result: Both the groups were effective in Janusandhigata Vata. However clinically efficacy of Group A (65%) showed better results than Group B (60%)

Antioxidant activity in some selected Indian medicinal plants

The study was carried out to determine the antioxidant activity of selected medicinal plants namely Albizia amara, Achyranthes aspera, Cassia fistula, Cassia auriculata and Datura stramonium by inhibition of lipid peroxidation technique. The highest inhibition of lipid peroxidation activity wasobserved in A. amara (96%) followed by C. fistula (89%) and C.auriculata (89%). The potency of  protective effect of A. amara was about 4 times greater than the synthetic antioxidant butylated hydroxy toluene (BHT). The total alkaloid content varied from 24.6 ± 0.18 to 72.6 ± 2 mg g-1 in the extracts. Flavanoid contents were between 23.15 ± 0.2 and 63.3 ± 0.6 mg g-1 in the methanolic extracts of these plants. Our study indicates that the antioxidant activity of A. amara could be harnessed as a drugformulation

Protective effect of Phyllanthus fraternus against cyclophosphamide-induced nephrotoxicity in rats

Background: Cyclophosphamide is commonly used against malignancies, such as leukemia and solid organ cancers. It can induce nephrotoxicity in cancer patients thereby complicating the initiation of chemotherapy. The study is to evaluate the effect of Phylllanthus fraternus against cyclophosphamide induced nephrotoxicity in albino rats.Methods: In this study, a total of 20 albino rats were divided into four groups of five each. Group I (normal control) received i.p. injection of normal saline. While, group II, III and IV received single dose (200 mg/kg b/w) of cyclophosphamide i.p. on day 1. Group III and IV received 200 mg/kg and 400 mg/kg of aqueous extract of Phyllanthus fraternus respectively p.o. daily for 10 days. All the groups were fed with standard diet and water ad libitum. Serum levels of creatinine, urea and albumin were estimated. Histopathology of renal tissues was compared among the groups.Results: The renal parameters significantly improved in groups III and IV after 10 days of treatment with the extract. The histopathology study also supported the finding.Conclusions: The aqueous extract of Phyllanthus fraternus possesses protective effect against cyclophosphamide induced nephrotoxicity

A new common functional coding variant at the DDC gene change renal enzyme activity and modify renal dopamine function.

The intra-renal dopamine (DA) system is highly expressed in the proximal tubule and contributes to Na+ and blood pressure homeostasis, as well as to the development of nephropathy. In the kidney, the enzyme DOPA Decarboxylase (DDC) originating from the circulation. We used a twin/family study design, followed by polymorphism association analysis at DDC locus to elucidate heritable influences on renal DA production. Dense single nucleotide polymorphism (SNP) genotyping across the DDC locus on chromosome 7p12 was analyzed by re-sequencing guided by trait-associated genetic markers to discover the responsible genetic variation. We also characterized kinetics of the expressed DDC mutant enzyme. Systematic polymorphism screening across the 15-Exon DDC locus revealed a single coding variant in Exon-14 that was associated with DA excretion and multiple other renal traits indicating pleiotropy. When expressed and characterized in eukaryotic cells, the 462Gln variant displayed lower Vmax (maximal rate of product formation by an enzyme) (21.3 versus 44.9 nmol/min/mg) and lower Km (substrate concentration at which half-maximal product formation is achieved by an enzyme.)(36.2 versus 46.8 μM) than the wild-type (Arg462) allele. The highly heritable DA excretion trait is substantially influenced by a previously uncharacterized common coding variant (Arg462Gln) at the DDC gene that affects multiple renal tubular and glomerular traits, and predicts accelerated functional decline in chronic kidney disease

Synthesis and Characterization of \u3cem\u3ed\u3c/em\u3e\u3csub\u3e5\u3c/sub\u3e-Barbarin for Use in Barbarin-Related Research

Based on structural similarities and equine administration experiments, Barbarin, 5-phenyl-2-oxazolidinethione from Brassicaceae plants, is a possible source of equine urinary identifications of aminorex, (R,S)-5-phenyl-4,5-dihydro-1,3-oxazol-2-amine, an amphetamine-related US Drug Enforcement Administration (DEA) controlled substance considered illegal in sport horses. We now report the synthesis and certification of d5-barbarin to facilitate research on the relationship between plant barbarin and such aminorex identifications. D5-barbarin synthesis commenced with production of d5-2-oxo-2-phenylacetaldehyde oxime (d5-oxime) from d5-acetophenone via butylnitrite in an ethoxide/ethanol solution. This d5-oxime was then reduced with lithium aluminum hydride (LiAlH4) to produce the corresponding d5-2-amino-1-phenylethan-1-ol (d5-phenylethanolamine). Final ring closure of the d5-phenylethanolamine was performed by the addition of carbon disulfide (CS2) with pyridine. The reaction product was purified by recrystallization and presented as a stable white crystalline powder. Proton NMR spectroscopy revealed a triplet at 5.88 ppm for one proton, a double doublet at 3.71 ppm for one proton, and double doublet at 4.11 ppm for one proton, confirming d5-barbarin as the product. Further characterization by high resolution mass spectrometry supports the successful synthesis of d5-barbarin. Purity of the recrystallized product was ascertained by High Performance Liquid Chromatography (HPLC) to be greater than 98%. Together, we have developed the synthesis and full characterization of d5-barbarin for use as an internal standard in barbarin-related and equine forensic research

Targeted interventions of the Avahan program and their association with intermediate outcomes among female sex workers in Maharashtra, India

<p>Abstract</p> <p>Background</p> <p>Avahan, the India AIDS Initiative has been a partner supporting targeted interventions of high risk populations under India’s National AIDS Control Organisation (NACO) since 2004 in the state of Maharashtra. This paper presents an assessment of the Avahan program among female sex workers (FSWs) in Maharashtra, its coverage, outcomes achieved and their association with Avahan program.</p> <p>Methods</p> <p>An analytical framework based on the Avahan evaluation design was used, addressing assessment questions on program implementation, intermediate outcomes and association of outcomes with Avahan. Data from routine program monitoring, two rounds of cross-sectional Integrated Behavioural and Biological Assessments (IBBAs) conducted in 2006 (Round 1- R1) and 2009 (Round 2 – R2) and quality assessments of program clinics were used. Bi-variate and multivariate analysis were conducted using the complex samples module in SPSS 15® (IBM, Somers NY).</p> <p>Results</p> <p>The Avahan program achieved coverage of over 66% of FSWs within four years of implementation. The IBBA data showed increased contact by peers in R2 compared to R1 (AOR:2.34; p=0.001). Reported condom use with clients increased in R2 and number of FSWs reporting zero unprotected sex acts increased from 76.2% (R1) to 94.6% (R2) [AOR: 5.1, p=0.001].</p> <p>Significant declines were observed in prevalence of syphilis (RPR) (15.8% to 10.8%; AOR:0.54; p=0.001), chlamydia (8% to 6.2%; AOR:.0.65; p=0.010) and gonorrohoea (7.4% to 3.9; AOR:.0.60; p=0.026) between R1 and R2. HIV prevalence increased (25.8% to 27.5%; AOR:1.29; p=0.04). District-wise analysis showed decline in three districts and increase in Mumbai and Thane districts.</p> <p>FSWs exposed to Avahan had higher consistent condom use with occasional (94.3% vs. 90.6%; AOR: 1.55; p=0.04) and regular clients (92.5% vs. 86.0%; AOR: 1.95, p=0.001) compared to FSWs unexposed to Avahan. Decline in high titre syphilis was associated with Avahan exposure.</p> <p>Conclusion</p> <p>The Avahan program was scaled up and achieved high coverage of FSWs in Maharashtra amidst multiple intervention players. Avahan coverage of FSWs was associated with improved safe sexual practices and declines in STIs. Prevalence of HIV increased requiring more detailed understanding of the data and, if confirmed, new approaches for HIV control.</p