Operating modes and power considerations of microhollow cathode discharge devices with elongated trenches

E.A. Lennon,A.A. Burke,R.S. Besser 한국물리학회 2012 Current Applied Physics Vol.12 No.4

Microhollow cathode discharge (MHCD) devices generate microplasmas with high electron densities and reactive species, making them a prospective hydrocarbon reforming technology. Here we report on the electrical phenomena resulting from MHCD devices with elongated trenches using argon at atmospheric pressure and room temperature. Devices that were 100 mm wide, 100 mm deep, and 1 cm long exhibited self-pulsing current during constant voltage DC power application ranging from 0 mA to 32 mA. The capacitances for MHCDs with trenches 25, 100, and 250 mm wide were estimated to be 68, 70, and 33 mF respectively. A current-limited DC supply prevented self-pulsing, and resulted in abnormal, normal, or negative differential resistance (NDR), i.e. hollow cathode, operating modes. The NDR state manifested at lower current limits and occurred when the microplasma in the trench was discontinuous. Simulations from a corresponding, empirically determined circuit model showed larger total average power consumption (including the ballast resistance) during pulsed inputs (5.61e31.08 W) in comparison to constant voltage inputs (<1 W). These findings advance the development of these MHCDs for microplasma reforming applications, providing insights into operational modes and power consumption estimates critical to understanding the overall efficiency in the context of a future microplasma reforming system.

To die for: attractiveness, fashion, and health risks

Sharron J. Lennon,Minjeong Kim 한국의류학회 2023 Fashion and Textiles Vol.10 No.1

The purpose of this research was to investigate perceptions of risks and benefits associated with popular risky fashion practices (tanning and wearing stilettos) among young adult women. Objectives were to (a) determine if fashion interest predicted benefit perceptions among young women, (b) determine the role of antecedents (fashion interest, risk perceptions, benefit perceptions, consumption emotions) in predicting the behavioral frequency of risky fashion practices, and (c) explore the extent to which tanning and wearing stilettos are similar/different in underlying mechanisms. Undergraduate women were emailed a link to a Qualtrics online survey and a total of 671 provided usable responses; 328 were tanners and 343 wore stilettos. Benefits tapped the attractiveness and fashionability that is expected from engaging in tanning and wearing stilettos, while risks focused on health risks such as melanoma or joint damage associated with tanning or wearing stilettos. Path analyses and decomposition of effects found that fashion interest was positively related to frequency of wearing stilettos, but was not related directly to tanning frequency. Fashion interest was a significant driver of perceived benefits for both risky behaviors. Benefit perceptions increased positive emotion and risk perceptions increased negative emotion; only positive emotion influenced the frequency of risky fashion practices. For both tanning and wearing stilettos, perceived benefits increased risky fashion practice frequency both directly and indirectly through positive emotion. However, perceived risks decreased fashion practice frequency only directly. Thus, perceived benefits outweigh perceived risks among women who engage in these risky fashion practices.

EFFECTS OF EMOTIONS AND PERSONALITY ON BLACK FRIDAY MISBEHAVIOR

Sharron J. Lennon,Minjeong Kim,Jaeha Lee,Kim K. P. Johnson 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Black Friday (BF) is the day after Thanksgiving when U.S. retailers offer “doorbuster” promotions. BF shopping has become a tradition for 48.5% of U.S. shoppers and their families (NRF, 2015). However, BF has a dark side gaining notoriety as shoppers compete for bargains, even at others’ expense. Many incidents of consumer misbehavior (CMB) have been reported: fighting, pepper-spraying, and throwing oneself on desired products to keep other shoppers at bay (Black Friday violence, 2011; Lisa, 2015). BF promotions have expanded outside the U.S. to the U.K.; related CMB (e.g., fighting) was reported in several U.K. locations (“Black Friday,” 2014). Using an online experiment, this study investigated antecedents to CMB from a psychological perspective. Specifically this study examined (1) how positive and negative emotion evoked on BF as a result of varying levels of goal blockage impacts CMB; (2) how personality traits such as self-control and public self-consciousness impact and moderate the relationship between negative emotions evoked on BF and CMB; and (3) how women and men differ in terms of antecedents driving BF CMB and the role personality traits play in impacting CMB. 576 BF shoppers completed the experiment; 411 (M=129, F=282) had shopped in stores on BF were included in analyses. Mean age was 25.8 (SD=8.2) and over half had shopped in stores and online on BF. All scales had adequate reliabilities and EFA confirmed the dimensionality of the original scales. Two emotion factors were named anger and thrill. To assess CMB, shoppers indicated the extent to which they engaged in a series of misbehaviors on BF. A second measure of misbehavior, dysfunctional severity of one’s behavior, evaluated the extent to which one’s own behavior on BF was unacceptable and inappropriate. Multi-group path analysis was used to analyze the data. Results found a significant difference between the sexes (Δdf= 8, Δχ2=32.48, p < .0001), suggesting that women and men do differ in the personality traits impacting CMB. To determine specific paths that differ between the sexes, a series of the χ2 difference tests were performed by imposing equality constraints on each of the path coefficients. The χ2 difference tests showed that women and men significantly differed in four paths; (1) how anger impacted dysfunctional severity (2) how self-control moderated the relationship between anger and CMB, (3) how public self-consciousness moderated the relationship between anger and CMB and (4) how public self-consciousness impacted CMB. For both sexes, both negative emotion such as anger and positive emotion such as thrill led to CMB. Additionally, dysfunctional severity had a positive influence on CMB for both women and men. However different personality traits moderated how anger impacted CMB. For women, public self-consciousness had a direct positive and moderating effect on CMB. When women experienced a mild level of anger, public self-consciousness appears to suppress CMB. However contrary to common beliefs that public self-consciousness may help manage behavior in public, after a certain threshold in terms of the intensity of anger, public self-consciousness had an opposite effect in women. High public women exhibited more CMB than low public women. Public self-consciousness had no direct or moderating effect on men. For men, self-control had a direct, indirect and moderating effect on CMB. In the context of intense anger, men with higher self-control exhibited less CMB than those with low self-control. Self-control also had an indirect effect on CMB by mitigating dysfunctional severity. For women, self-control had no impact on CMB. BF is part of the U.S. Thanksgiving tradition and has been adopted in other countries to kick off the holiday shopping season. Extreme deals (doorbusters) and heightened consumer anticipation as a result of such promotions have led to incidents CMB on BF (Lisa, 2015). With observations of CMB on BF across different countries and extant research findings about the role of emotion on CMB (Bedi & Schat, 2007), this study revealed (1) emotion as a motivator for CMB, (2) that personality traits moderated the impact of emotion on CMB, and (3) differences exist in these relationships between women and men. Both negative (anger) and positive emotion (thrill) led both sexes to misbehave on BF. Whereas most media highlight how angry customers misbehave on BF, positive emotion also contributes to CMB on BF. How personality traits moderated the relationship between anger and CMB significantly differed between the sexes. For women, public self-consciousness mattered, whereas self-control mattered to men in moderating the effect of anger on CMB. The findings of this research shed new light on CMB on BF and also give new insights into the CMB literature. Prior CMB research often assumed that the sexes behave similarly. This research provides empirical evidence that women and men are indeed different in how personality moderates the effect of anger on CMB. Future research is needed to determine the level of anger and public self-consciousness that lead to CMB for women.

Effects of emotions, sex, self-control, and public self-consciousness on Black Friday misbehavior

Sharron J. Lennon,김민정,Jaeha Lee,Kim K. P. Johnson 한국마케팅과학회 2017 Journal of Global Fashion Marketing Vol.8 No.3

Addressing the growing adoption of Black Friday (BF) promotions and related BF misbehavior in the US and elsewhere, we examined the mechanism by which emotions, self-control, and public selfconsciousness impact BF consumer misbehavior. We also investigated to what extent women and men diff er with regard to how these variables aff ect misbehavior on BF. Student participants were former in-store BF shoppers ( n = 411) who completed an online questionnaire. Emotions evoked via scenarios simulating realistic BF shopping situations aff ected the likelihood of engaging in BF misbehavior for both men and women. Both negative emotion (anger) and positive emotion (thrill) increased the likelihood of misbehaving on BF. There were sex diff erences in how self-control and public self-consciousness impacted BF misbehavior. For men, self-control had both a direct and moderating eff ect on the likelihood of BF misbehavior, but it had no impact on women. Self-control reduced men’s likelihood of misbehavior despite anger aroused on BF. For women, public selfconsciousness moderated how anger aff ected misbehavior likelihood, but not for men. Findings off er new insights into factors fueling and inhibiting potential misbehavior on BF.

Women’s revealing Halloween costumes: other-objectification and sexualization

Sharron J. Lennon,Zhiying Zheng,Aziz Fatnassi 한국의류학회 2016 Fashion and Textiles Vol.3 No.1

Women are depicted in revealing dress in the media and the depictions have costs such as objectification. Objectification theory explains that women in Westernized cultures are looked at, evaluated, and potentially objectified by others. Accordingly, objectifying gaze (by others) evokes self-objectification which has effects such as habitual body and appearance monitoring. According to the theory being objectified by others precedes self-objectification, which suggests that objectification by others could be more prevalent than self-objectification and potentially just as harmful. Researchers have found that self-objectification and other-objectification can be induced by revealing dress manipulations that vary in tightness or body coverage. We studied Halloween costumes as a site for objectification of others. In Study 1, 124 pairs of men’s and women’s Halloween costumes were content analyzed. Women’s costumes were significantly more revealing than men’s in tightness and body coverage. Since sexual objectification in the media is assessed by the presence of revealing dress in media depictions, we reasoned that women’s revealing Halloween costumes could be sexually objectifying. In Study 2, 295 participants rated women wearing revealing or non-revealing costumes in an online experiment. Women wearing revealing costumes were sexually objectified by participants. Although men rated costumed women higher on the sexually objectifying traits than women, both men and women objectified the costumed women in the revealing dress condition. Dress researchers may wish to apply objectification theory to re-interpret and explain early research on revealing dress.

Men and muscularity research: a review

Sharron J. Lennon,Kim K. P. Johnson 한국의류학회 2021 Fashion and Textiles Vol.8 No.1

Over the past 25 years, understanding males’ interest in and outcomes of muscularity has developed into a major area of study. Research has been fueled by the development of measures of both the attitudinal and behavioral aspects of a desire to increase muscularity. Our research purpose was to critically assess muscularity research. Using a database search, the ancestry approach, and searching key journals, we identified empirical refereed journal articles with men as participants published from 2000 to 2019 to serve as our data. Our analyses revealed several individual characteristics (e.g., perfectionism, holding to traditional masculine norms) and socio-cultural influences (e.g., media, verbal commentary) that fueled men’s desire to be muscular. In experimental research, exposure to muscular male ideal images has resulted in low body image scores for young men in investigations that utilized pre-test, post-test designs. In survey research, muscularity was positively related to several risky behaviors or behaviors that could become risky if taken to the extreme. Overall, the reviewed research was conducted in western countries and researchers primarily utilized non-probability samples of undergraduate men. Recommendations for future research are provided.

Dress and sex: a review of empirical research involving human participants and published in refereed journals

Sharron J. Lennon,Alyssa Dana Adomaitis,구자영,Kim K. P. Johnson 한국의류학회 2017 Fashion and Textiles Vol.4 No.1

Our research purpose was to assess research addressing relationships between dress and sex. Our review was focused on a 25 years span (i.e., 1990–2015) and on empirical research utilizing human participants published in refereed journals. Three main areas of research emerged: (1) dress used as cue to sexual information, (2) dress and sexual violence, and (3) dress, sex, and objectification. Our analyses revealed parents do invest their young children with sex-typed dress however sometimes children demand to wear such dress. Some women intentionally use dress to communicate sexual information but inferences about women who wear sexy dress can be misinterpreted and are sometimes negative. Observers link wearing sexy dress to violence including sexual coercion, sexual harassment, sexual assault, and unwelcome groping, touching, and grabbing. Certain items of sexy dress that reveal the body have been linked to self-objectification. The fit of the items may also contribute to the body revealing nature of clothing styles that elicit self-objectification. The use of sexual images of women and children has increased over time and viewing such images is also linked to self- and other-objectification. Suggestions are provided for future research.

Linkages Among Research, Teaching and Practice: A Personal View

( Sharron J. Lennon ) 한국의류학회 1998 한국의류학회 학술대회논문집 Vol.1998 No.1

消費者對在線環境的反饋: 環境反饋機制的調節作用

( Young Ha ),( Sharron J. Lennon ) 한국마케팅과학회 2011 Journal of Global Fashion Marketing Vol.2 No.2

Due to the nature of online shopping, online shoppers are mostly affected by visual cues shown on websites. Visual cues used in the site design and layout (Davis, Wang, & Lindridge, 2008) influence consumer emotions and image of the website. The use of a variety of colors and materials draws consumers` attention and influences their browsing tendency and purchase intention in the store (Kerfoot, Davis, & Ward, 2003). Because apparel cannot be physically examined online, perceived risk has also become a major concern for online shoppers when purchasing apparel products in-home. If consumers are pleased by online atmospheric cues, they may evaluate online shopping more favorably and perceive less risk. Previous research showed that perceived risk is negatively related to patronage intention (Forsythe, Liu, Shannon, & Gardner, 2006) and actual purchase decision (Lin, 2008). Applying the Stimulus-Organism-Response paradigm, Eroglu, Machleit, and Davis (2001) develop a conceptual model that describes the function of various site stimuli in the online shopping environment. According to the model, online stimuli, such as colors and decorative images, can influence consumers` affective and cognitive responses that in turn influence their behaviors (Eroglu et al., 2001). Affective response can be explained by consumers` emotional or feeling states such as pleasure (Holbrook & Hirschman, 1982; Lavidge & Steiner, 1961). Consumers who are pleased may evaluate websites more favorably than those who are not. Cognition describes consumers` internal mental processes (Eroglu et al., 2001) - a belief system that can be measured by negative or positive perceptions and thoughts generated by consumers when they are exposed to stimuli (Holbrook & Batra, 1987; Yoo & Kim, 2005). In an online shopping situation, website ambient and design factors influence affective responses (Mummalaneni, 2005) and cognitive response such as perceived risk (Park, Lennon, & Stoel, 2005). Researchers conceptualize that individual`s affective and cognitive responses toward websites may differ as a function of personal differences in atmospheric responsiveness (Eroglu et al., 2001; Fiore & Kim, 2007). One empirical study finds that the site atmosphere influences pleasure for shoppers high in atmospheric responsiveness, but not for those low in atmospheric responsiveness (Eroglu, Machleit, & Davis, 2003). Although one study (Eroglu et al., 2003) examines the effect of atmospheric responsiveness in the relationship between site atmosphere and affective responses such as pleasure and arousal, no research has investigated the moderating role of atmospheric responsiveness in determining consumer cognitive responses in the online shopping context. Therefore, the purpose of this study is to 1) investigate the effects of website atmospheric cues on consumer pleasure and perceived risk that in turn affect consumer patronage intention and 2) examine the moderating effect of atmospheric responsiveness in the relationship between website atmospheric cues and both consumers` affective and cognitive responses toward the website atmosphere. Two mock websites varied in relation to the presence of atmospheric cues: one website (presence of atmospheric cues) featured colored icons, a flashing brand logo, and a background with a logo pattern, while the other website (absence of atmospheric cues) had a static brand logo, text hyperlinks, and no background pattern. The two websites contained the same product information such as product views, available colors, fabric and style information, and other verbal descriptions. Each website consisted of an instruction page, a main page showing two pairs of trousers together, a product page for each of the two products, and a page with dependent measures. A random sample of 148 female students at a large Midwestern University participated in the study. Participants were randomly assigned to one of the two treatment groups and instructed to browse and look around the website. After browsing the website, participants completed dependent measures. The results showed a significant effect for online atmospheric cues on pleasure and perceived risk. Respondents experienced more pleasure and perceived less risk while browsing the website with atmospheric cues as compared to respondents in the condition without atmospheric cues. In addition, results revealed the moderating effect of atmospheric responsiveness on the relationship between site atmospheric cues and shoppers` pleasure and risk perception. Site atmospheric cues evoked greater pleasure and less perceived risk for respondents with high atmospheric responsiveness but not for respondents with low atmospheric responsiveness. This highlights the important role of atmospheric responsiveness in determining consumer cognitive responses in addition to affective responses in the online shopping context. In addition, the findings demonstrated that respondents who felt more pleased by and perceived less risk from the site environment were likely to have greater patronage intention. More importantly, pleasure and perceived risk mediated the relationship between site atmosphere and patronage intention. The effects of online stimuli on consumers` behavioral intentions tend to be indirect via affective and cognitive responses toward the site rather than direct. Online retailers need to make online shopping less risky and subsequently help consumers make purchases online with more confidence. Online apparel retailers may need to redesign the websites considering differences in consumers` personal characteristics. Website personalization based on consumer preferences may help to attract consumers with different levels of atmospheric responsiveness. Then, the website design format selected by each consumer can be a default option for all subsequent visits to the website. Even inexpensive site redesign can also influence consumer responses.

한국과 미국의 여성 정장용 소재에 대한 한,미 소비자 선호도 비교연구

이승희,임숙자,안춘순,양윤,Sharron J. Lennon,Sue M. Parker 한국의류학회 2001 한국의류학회지 Vol.25 No.2

The purpose of this research was to investigate the difference in fabric preference of formal wear attire between the Korean and American female consumers. For such purpose, fabrics which were used in the women's formal wear market of Korea(n=25) and U.SA.(n=25) in the 1999 spring/summer season were collected from different fabric converters of the two countries. The respondents were comprised of 50 Korean and 50 U.S.A. female volunteers in the age group of 20s and 40s. A 5 point Likert Scale was used to evaluate the degree of the "like preference of fabrics. T-test and Speannan's rho statistics were conducted for data analysis. The followings are the results. 1. Korean 20s and American 20s preferred Korean fabrics but Korean 40s and American 40s preferred U.S.A. fabrics. 2. Generally, the 20s preferred greyish or tone down color, whereas the 40s preferred both greyish and colorful fabrics. 3. Koreans preferred melange colored fabrics as well as solid color fabrics. 4. Americans liked knit fabrics as well as woven fabrics for formal wear and 20s liked compact density fabrics compared to the 40s age group.