Different haemodynamic (24-h ambulatory blood-pressure monitoring) and rennin-inhibiting effect of a 1 week treatment with enalapril and lisinopril

Ambulatory blood pressure and heart rate monitoring were used for comparing the antihypertensive effect of a 1-week treatment with enalapril and lisinopril 10 mg once daily (double-blind crossover placebo-controlled d y ). Twelve outpatients with mild to moderate hypertension were treated. Both drugs had a significant and identical hypotensive effect. Neither drug affected the diurnal rhythm of blood pressure or heart rate. Therefore the two drugs are equipotent antihypertensive agents. Both drugs inhibited ACE activity to a highly significant extent, but in this regard lisinopril was more effective than enalapril. However, lisinopril's greater ACE inhibition was not accompanied by a greater hypotensive effect. The clinical value of this difference is not yet established

The thin win : implicit preference for slim models in advertising

Much of human behaviour is influenced by non-conscious, uncontrolled, unobserved processes in memory (i.e. implicit processes). Implicit methods have some attractiveness for practitioners, but they are not widely used in commercial marketing research. This research therefore, intends to expand knowledge on consumer research using methods studying implicit processes. The popular debate over slim models in advertising serves as a real world situation for the Implicit Association Test (IAT). A picture / word format was used for this IAT study. Pairs of attractive / less attractive key visuals for advertising (4 brands) were produced using commercially available software. The two pictures included a women, a product logo and some background. We only manipulated the size of the women (slim and well-rounded). The study with 60 participants confirms the "what is beautiful is good"-stereotype on the implicit level. Both, males and females clearly favoured slim models over well-rounded models. Also, the study finds no correlation between explicit, stated preferences and the implicit preference. In conclusion, this study demonstrates the usefulness of the IAT for studying consumer behaviour. Its application in management practice is strongly encouraged