Brand & Celebrity Associations: An Investigation into Brand & Celebrity Trait Congruence and the Potential for Trait Transference

In today’s marketplace, a significant amount of brands are utilizing celebrity endorsers as a marketing tool. Traits of the brand and the endorser are typically not congruent. As a result, trait transference between a brand and a celebrity can occur once the brand and celebrity endorser are linked in the consumer’s mind. Further, celebrity endorsers often endorse multiple brands at one time. Therefore, it may be possible for traits to transfer from one brand to another via a common celebrity endorser. Although research has shown that the traits of celebrity endorsers can influence br and perceptions and vice versa, no research has investigated the potential trait transfer from one brand to another via a common celebrity endorser. Study 1 investigates trait congruency of brands and celebrity endorsers using a multidimensional scaling positioning analysis, demonstrating a clear trait incongruence between the brands and the celebrity endorsers used in the study. Study 2 utilizes both implicit and explicit measures to investigate trait transference from one brand to another via a common celebrity endorser. Both measures found evidence to support this type of trait transference. This research has important theoretical and practical implications and helps further our knowledge and understanding of branding, trait transfer, and the use of celebrity endorsers

Program for computing partial pressures from residual gas analyzer data

A computer program for determining the partial pressures of various gases from residual-gas-analyzer data is given. The analysis of the ion currents of 18 m/e spectrometer peaks allows the determination of 12 gases simultaneously. Comparison is made to ion-gage readings along with certain other control information. The output data are presented in both tabular and graphical form

Back-reacted saponite in Jurassic mudstones and limestones intruded by a Tertiary sill, Isle of Skye

The Lón Ostatoin stream section, Trotternish Peninsula, Isle of Skye, exposes a sequence of Middle Jurassic mudstones and limestones which have been locally metasomatized by a transgressive sill of Tertiary age. Limestones in the sequence, including some previously reported as bentonite, have been altered to an unusual assemblage of grossular garnet and saponite clay. The mudstones also contain large proportions of saponite together with pyroxene and zeolites. Saponite also occurs within the basalt intrusion. Grossular and pyroxene represent artifacts of relatively high-temperature assemblages that formed during an early phase of alteration. As the intrusion and adjacent altered country rocks cooled, lower-temperature fluids flowed through a late set of contraction (micro)fractures. Back-reacted saponite, analcime and clinoptilolite were formed, possibly as alteration products of the unstable higher-temperature minerals. The lower-temperature mineral assemblage eventually sealed the late fracture system. This paper highlights an important concept for the study of analogue sites used to investigate thermal effects on engineered liners or barrier host rocks for the landfill and radioactive-waste industries. This is that the original thermally altered mineral assemblage may be overprinted by later, lower-temperature back-reactions. A detailed understanding of both processes is necessary in order to construct a sensible model for the thermal and mineralogical evolution of the site

Noninvasive imaging of the thirteen-lined ground squirrel photoreceptor mosaic.

Ground squirrels are an increasingly important model for studying visual processing, retinal circuitry, and cone photoreceptor function. Here, we demonstrate that the photoreceptor mosaic can be longitudinally imaged noninvasively in the 13-lined ground squirrel (Ictidomys tridecemlineatus) using confocal and nonconfocal split-detection adaptive optics scanning ophthalmoscopy using 790 nm light. Photoreceptor density, spacing, and Voronoi analysis are consistent with that of the human cone mosaic. The high imaging success rate and consistent image quality in this study reinforce the ground squirrel as a practical model to aid drug discovery and testing through longitudinal imaging on the cellular scale

Incidence and significance of elevated platelet-to-lymphocyte and neutrophil-to-lymphocyte ratios among hospitalised HIV-positive adult patients

There is increasing interest in the peripheral blood platelet-to-lymphocyte ratio (PLR) and neutrophil-to-lymphocyte ratio (NLR) as markers of systemic inflammation. We audited records of unselected hospitalised HIV-positive adults to identify the frequency of elevated PLR and NLR, potential associations with specific diagnoses, and outcome. Of 259 patients audited, their median age was 47 years (interquartile range = 41–54); 188 (73%) were men. An elevated PLR occurred in 87 patients (33.6%); 67 (25.9%) had an elevated NLR; 200 (77%) had an elevated C-reactive protein (CRP). Elevated PLR and NLR was associated with a variety of infectious, inflammatory, and malignant conditions similar to conditions described in the general non-HIV-infected adult population. Additionally, elevated PLR and NLR occurred both in patients in receipt of antiretroviral therapy (with undetectable viral loads), as well as in those with newly-diagnosed and poorly-controlled infection. Fourteen patients with infectious and inflammatory conditions had an elevated PLR and normal CRP, with/without elevated NLR. There was no association between elevated PLR or NLR and ICU admission, p = 0.1001 and p = 0.605, respectively. Elevated NLR, but not PLR was associated with death, p = 0.0405 and p = 1.000, respectively: two-tailed Fisher’s exact test. The single site nature of the audit and relatively small number of patients limits these observations

Preliminary engineering assessment of alternative magnetic divertor configurations for EU-DEMO

One of the main challenges in the roadmap to the realization of fusion energy is to develop a heat and power exhaust system able to withstand the large loads expected in the divertor of a fusion power plant. The challenge of reducing the heat load on the divertor targets is addressed, within the mission 2 \u2018Heat-exhaust systems\u2019, through the investigation of divertor configurations alternative to the standard Single Null (SN), such as the Snowflake (SF), Double Null (DN), X and Super-X (SX) divertors. This paper focuses on a preliminary engineering assessment of the alternative configurations proposed for the EU DEMO reactor. Starting from the description of the optimized plasma shape developed for each configuration, the 3D geometrical description of the Magnet System and of the main Mechanical Structures (Vacuum Vessel and in-vessel components) is presented. Based on the 3D geometry, the compatibility of the location and dimensions of ports with Remote Maintenance needs is discussed and possible design optimizations are proposed both for the Magnets system and the mechanical structures design. Finally, the various configurations are compared with regard to the engineering and feasibility aspects

PMC21 PATIENT-REPORTED OUTCOMES IN PRODUCT DEVELOPMENT GUIDANCE

Medina Campeny, XavierHomenatge a Mercè Rodoreda amb una reproducció del personatge de la Colometa, a la Plaça del Diamant, novel·la de l'escriptora. Al 1984 es va posar provisionalment a la pl. Rius i Taulet. Al 1990 es va traslladar a l'actual emplaçament