THE LONE CHOCOLATE BAR: THE INFLUENCE OF PERCEIVED SCARCITY ON CONSUMER CHOICE

Siobhan Hatton-Jones,Emma Regolini,Min Teah,Isaac Cheah,Ian Phau 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

Shopping is a sensory experience for consumers, who use cues, such as shelf organization and stock levels to infer the luxury and perceived scarcity of the given product or brand. Therefore, affecting consumer’s perceptions, evaluations and purchase intention. This research holds implications for brand, retail and merchandising managers.

SHELF-BASED SCARCITY & SHELF ORGANISATION: IMPACT ON CONSUMER PERCEPTIONS FOR LUXURY CHOCOLATE

Siobhan Hatton-Jones,Billy Sung,Min Teah 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

This study assesses the interactive effect of shelf-based scarcity and shelf organisation on luxury purchases. Previous studies have addressed multiple factors surrounding shelf based scarcity (e.g. Parker and Lehmann 2011; Van Herpen et al 2014) however none has considered perceived luxuriousness as a potential explanation for the effects of shelf-based scarcity; nor have many studies used a luxury context. This study therefore examined whether product luxuriousness, product popularity, product supply and/or product quality serve as underlying mechanism of shelf-based sacristy effects. The study recruited 125 consumers and the experiment followed a mixed factorial design. The luxuriousness of the brand and the organisation of the shelf display were manipulated between subjects, whereas stock level was manipulated within subjects. Data collated consisted of both self-report and psycho-physiological methods (brainwave and facial expression) Low stock level was perceived to more tidy than medium and high stock level when the shelf display was disorganised; a significant interactive effect (Mlow = 4.06, Mmedium = 3.71 4.77, Mhigh = 2.86, ps = .025, p < .001). Significantly higher perceived product quality was reported for low stock product than high stock product (Mlow = 5.34, Mhigh = 4.79, p < .001), as participants’ perceived high stock to be restocked more frequently. Results of bootstrapping indicated that perceived luxuriousness was found to be the only significant partial mediator for the effect of stock level on approach motivation, further supported by brainwave and facial expression analysis (Indirect = .066, 95%CI = [.0043, .1362], p < .001).The direct effect of stock level remained significant after accounting for the indirect effect (Direct = .11, 95%CI = [.0117, .2091], p < .001). This study is the first to use psychophysiological methods to validate self-report findings and to examine perceived luxuriousness as a plausible explanation of the shelf-based sacristy effect.

A Soil-glomalin Map of France: Are Levels of Soil Protein Related to Land Use or Soil Properties?

Siobhan Staunton,Priscila Jorge-Araujo,Herve Quiquampoix,Nicolas Saby,Claudy Jolivet,Dominique Arrouays 한국토양비료학회 2014 한국토양비료학회 학술발표회 초록집 Vol.2014 No.6

CONCEPTUALISING BRAND CHARISMA

Siobhan Hatton-Jones,Min Teah,Ian Phau 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

The conceptualisation of brand charisma is multi-disciplinary, using luxury branding context. This research adds value by making significant contributions by extending and building theory; holds managerial implications for policymakers and brand managers in shaping and communicating brand charisma; additionally to develop a research framework and scale to measure brand charisma. Introduction Charisma in grounded in anthropology and sociology; which has been divided into three key definitions. At the root of the sociological construct it is associated with a leader who generates extremes of loyalty and motivation among followers (Smothers 1993).The primary reason charisma is used, historically speaking, is to gain control over a group of people, and create a strong following (Weber 1946; Dow 1968; Smothers 1993). Research has demonstrated that charismatic leaders are more likely to effect and motivate individuals (followers) beyond expectations and command extremes of attachments (Bass 1985, 1988; Conger 1988; House et al 1988). This implies that charisma can inspire devotion to a leader that surpasses mere loyalty (Spencer 1973; Dow 1968); an irrational bond and inspiration between leader and follower (Marcus, 1961). As competition continues to grow within the luxury sector brand resonance is increasingly important as some of the effects include: higher loyalty to the brand, increased number of followers, ease to move consumers, development and diffusion of new products and greater consumer accommodation for the brand. In recent years, as brands try to become more ‘accessible’ to consumers and provide them with more brand experiences online we see the brand become diluted and evidence of brand fatigue set in (Business Insider 2015). Brand experience has been conceptualised as ‘sensations, feelings, cognitions, and behavioural responses evoked by brand related stimuli’ (Brakus et al 2009); which are often subjective and internal responses (Brakus et al 2009). Most experiences occur directly when consumers shop, buy, and consume products. Experiences can also occur indirectly—for example, when consumers are exposed to advertising and marketing communications, including Web sites. As a majority of luxury brand consumers are deemed to be loyal to the brand, it is important to capitalise on these followers (Levitt 1975) to further foster brand- follower- consumer engagement. Pastor et al (2007) were able to demonstrate that followers’ emotional responses have a significant influence on charismatic leaders; where followers experienced higher levels of arousal, they were more likely to rate leaders as charismatic. Brands can have charisma through social construction, compelling emotional associations that build on imagery, symbolism and prestige. Thus, it leads to extraordinary levels of motivation and attachment- achieving brand resonance. Thus, followers and consumers will view the brand as being sacred, and imbued with deeply significant and metaphorical meaning (Smothers 1993). It is evident that brand charisma allows the brand to exercise control and influence over a following or group of consumers. As brand charisma serves as a motivational tool to inspire and communicate their brand vision to followers, it allows the charisma to remain unique and rare (only for those in the community). While the ability to attain this brand charisma is always kept out of reach for everyday consumers, in order to motivate them to perform and engage with the brand beyond expectation. From the followers perspective, charisma is used to communicate or signal to others their social belonging and identity to a particular community. The presence therefore of brand charisma serves as a guide, or vision, of the brand that is aspirational and inspirational for the followers, with the promise of the ‘dream’ being attainable by belonging to this group. It is interesting, and pivotal to note that brand charisma is not like a normal brand- follower relationship, but rather a unique bond that is value laden, ongoing and influential on perceptions. Some key characteristics have been used in forming a conceptual definition of brand charisma, form both the brand and follower perspective. These include “exercise diffuse and intense influence over the beliefs, values, behaviour and performance of others through own behaviour and example” (Dow 1969; House et al 1991; Shils 1965); “unique connection between leader and follower that can account for extraordinary performance and accomplishments of individuals, work groups, units and organisations” (Yammarino et al 1992; Bensman and Givant; Conger and Kanungo 1998); “transcendent from the ordinary” ; “the process is both parallel and analogous process…both change meaning and perceived value” (Weber 1922; 1966; Levitt 1975; Smothers 1993). Drawing from the above emerging characteristics, which is reflective of the literature, a tentative conceptual definition of brand charisma has been proposed below: “The ability to articulate the brand vision, elicit a positive emotional response by its audience or followers that is characterised by extremes of motivational attachment” Through a content analysis of luxury brands and a rigorous literature review, has identified ‘core’ and ‘supplementary’ characteristics for the presence of brand charisma, which is aimed to be further explored. The Core characteristics of brand charisma can be thought of as the source of the brands charismatic aura and this must be present for charismatic brands; while the supplementary characteristics are not crucial or inherent to every charismatic brand. Research Gaps Based on the extended literature review, the following key gaps have been identified: 1. To the best of my knowledge there has been no conceptualisation of brand charisma in marketing and branding (e.g. Smothers 1993; Dion and Arnould 2011) a. Lack of working definition for brand charisma and lack of research framework and scale to measure brand charisma 2. Diminutive studies have used the concept of charisma in luxury branding or marketing 3. Assessing whether brand charisma should be implemented or is present across various ‘categories’ of luxury (e.g. inaccessible vs. affordableluxury) 4. Past studies have not addressed the influence of brand charisma on consumer emotions and perceptions (e.g. Dion and Arnould 2011) Based on the above research gaps the following research questions have been developed: RQ1: What is brand charisma? RQ2: How does the presence of brand charisma influence brand resonance? RQ3: Does the presence of brand charisma differ between affordable and inaccessible luxury? RQ4: What are the emotional responses elicited by the presence of brand charisma? Theoretical Framework and Hypotheses Development Stimulus- Organism- Response (S-O-R) model is the underpinning theoretical framework for the proposed research (Mehrabian and Russell 1974). The S-O-R model has been widely used in retail environment (e.g. Buckley 1991; Chang et al. 2011) and to study different types of involvement (Arora 1982). Based on the S-O-R model, the stimulus is defined as any external stimuli that influence the internal states of an individual which consist of both environmental influence and marketing mix variable (Bagozzi 1978; Eroglu et al. 2003). In this proposed research the presence of brand charisma will serve as the external stimuli that influence consumers’ perception of luxury and brand affect. The perception of luxury is affected by brand related stimuli and imagery (Brakus et al 2009), which include but not limited to, elements such as; brand name, products sold and communications. Organism is defined as the internal emotional response which influences the relationship between external stimuli and the behavioural response (Bagozzi 1978). In this study, perception of luxury and brand affect will serve as the internal consumer responses (sensations, feelings and cognitions) which is degree to which a consumer is effected via the environment, being either direct or indirect, through the 5 senses (sensory appeal). In this study, the resulting response will be brand resonance, as this extends beyond loyalty and encapsulates a brand follower or consumer to willingly and proactively engage in word of mouth, have deep attachment or connection with the brand, feel proud of association with this brand and community followers (Keller 2001). Supporting Theory As brand charisma is a set of activities to capture the distinctive brand essence, which creates a strong sensory appeal compelling consumers to strongly advocate for the brand; we see the transfer of charisma onto the brand through concepts such as brand experience (consumer touchpoints) and brand resonance (brand- follower relationships). Thus, the Law of Contagion is the underpinning theory to support the effects of brand charisma (Frazer 1959, Mauss 1972; Tylor 1974). The Law of Contagion for the proposed research focuses on sympathetic magic, namely the effects of contagion, which deem that whatever is done to a material object will affect equally the person with whom the object was once in contact, whether it formed part of his body or not (Frazer 1889). This can be extended to brand activities such as communications, Furthermore, Spillover Effects, is the secondary effect of brand charisma as we are assessing the ‘spillover’ of charisma onto the brand and the effects it will have on the proposed relationships (Simonin and Ruth 1998) between perception of luxury, brand affect and brand resonance. Charismatic Leadership Theory (Weber [1922] 1978) has been deemed ‘transformational’, ‘visionary’ or ‘inspirational’ throughout the organisational literature (e.g. House 1977; Conger and Kanungo 1988). These theories focus on exceptional leaders who have extraordinary effects on their followers and larger social systems (Shamir et al 1993); hence leaders transform the needs, desires, values and aspirations of followers from self- interest to collective interest. This is demonstrated through brand communities, and kinship, as followers become highly committed to the leader’s mission and often perform above and beyond what is expected of them. Charismatic Leadership is further demonstrated through the strong relationship between follower and brand by; emotional and motivational arousal through brand behaviour, nonverbal communications, visionary and inspirational messages and ideological appeals. Therefore, in layman terms, the more charismatic brands are, the more likely they are to experience overall higher brand resonance. Brand resonance is the outcome variable proposed for this research. Brand resonance aims to capitalise on previously acquired loyalty and equity (Huang et al 2014); thus brands add value to consumer goods by supplying meaning, and consumers like brands because they package meaning derived from interaction with the brand (Biel 1970). This can further be explained by an enduring sense of communal kinship and affiliation; which sees followers of the brand invest personal resources in order to stay connected (Keller 2001; Huang et al 2014). Social Identification Theory (Tafjel and Turner 1985) is used to support the outcome variable of brand resonance, as one of the primary drivers of brand resonance is that followers draw some association or similarity between themselves and the brand. Social Identification Theory is also closely linked to Charismatic Leadership Theory (Shamir et al 1993) (discussed below), as brand behaviours define the boundaries of the collectivity to emphasise its distinctiveness, prestige and competition with other groups. Such leader behaviour increases the salience of the collective identity in members’ self- concepts (Ashforth and Mael 1989); therefore, identification with the leader (brand) as it is perceived via a representative character (brand activities). Based on the above, we postulate the following: H1: High Presence of brand charisma will lead to high perception of luxury H2: High perception of luxury will lead to high brand affect H3: High presence of brand charisma will lead to high brand affect H4: Perception of luxury mediates the relationship between presence of brand charisma and brand affect H5: High presence of brand affect will lead to high brand resonance Methodology My research will encompass a mixed methods approach and be split into three predominant phases. The first being scale development, followed by stimulus development and finally the main study. The mixed method offers greater depth and breadth of understanding and corroboration (Johnson et al 2007) and is in line with the underlying pragmatist paradigm of this study (Johnson and Onwuegbzie 2004). A convenience sample will be used comprising of consumer panel data. The sampling frame will consist of everyday consumers, as these consumers need not be buyers of luxury brands. Phase 1: Scale Development The scale development phase will use methods by Churchill (1979) and Devillis (1991). The purification, CFA, EFA and validity will be undertaken to refine and test the scale. The approximate sample for this phase is approximately 200 respondents. Phase 2: Stimulus Development This phase will use expert panel to select the most appropriate charismatic brand and stimulus to use for this research. The potential brands of interest, thus far guided by literature, are; Hermes, Chanel, Dolce & Gabanna, Gucci, Louis Vuitton, Valentino and Oscar de la Renta. The sample size of the expert panel will comprise of approximately 15-30 respondents (Endacott et al 1999; Keeney et al 2010). Phase 3: Main Study This phase will comprise of the self-administered questionnaire, with all sclaes measured on a 7- pinot Likert scale. With the use of an embedded stimulus, using consumer panel data with the sample size of approximately 800. Validation study will be included using psycho-physiological equipment available in the School of Marketing to validate the brand charisma scale; and to test whether there is positive emotions elicited that can be attributed to the charisma of the brand. This sample will consist of approximately 120, in line with recommended JCR guidelines. Significance Theoretical Contributions • Building and extending the current branding literature by conceptualising brand charisma, which has only been attempted in fragments throughout the literature. •Developing a scale to measure brand charisma in a luxury context. Until now, a brand charisma scale demonstrating rigour and validation is lacking within the literature • Empirically evaluating the developed brand charisma scale, validating the applicability and the moderating effects of brand charisma on the relationships between perception of luxury, brand experience and brand resonance. Methodological Contributions • This study will develop a brand charisma scale, employing psychometric properties to demonstrate reliability and validity. • This scale will then be used to further develop a Brand Charisma Index Managerial Contributions This study aims to provide a blueprint for luxury brand managers, owners and policymakers on: • How to use brand charisma to grow brand community, brand attachment and brand engagement; vis-a – vis the brand. • Build stronger brands, that are resilient to market changes and fluctuation • Segmentation process to identify consumers with high brand resonance To identify what cues of brand charisma should be present for brand content and campaigns and how to augment these • For inaccessible and affordable luxury offerings, identify whether the presence of brand charisma should be used for both. Provide insights how the presence of brand charisma can impact and influence consumer’s perceptions and emotional responses.

Use of welfare outcome information in three types of dairy farm inspection reports

Lin, Yi-Chun,Mullan, Siobhan,Main, David C.J. Asian Australasian Association of Animal Productio 2018 Animal Bioscience Vol.31 No.9

Objective: The aim of this study was to examine the use of outcome-based observations within Assured Dairy Farm scheme (ADF), Soil Association Organic Standards (SA), and cross compliance (CC) farm assessment reports. Methods: A total of 449 ADF reports, 37 SA reports and 26 CC reports were analyzed and their objective comments categorized as either resource-based or outcome-based. Results: A mean of 61.0% of ADF questions were responded to with comments, in comparison to 25.0% of SA and, 21.0% of CC report questions. The SA and CC reports had significantly more outcome-based comments than the ADF (p<0.001). The assessors' tendency of choosing resource-based approach was revealed in the questionnaire results. Conclusion: Generally, the comments were comprehensive and contained professional judgements. Large numbers of comments provided in the ADF reports were mostly compliant and resource-based evidence, which serves as proof of assessment rather than aiding the certifying process. The inclusion of specific welfare outcome measures in the SA inspection likely increased the use of outcome-based comments in the reports, irrespective of whether the farm achieved compliance with a given standards. The CC scheme, on the other hand, focused on providing outcome-based evidence to justify noncompliant decisions.

Climate Change Simulated by Full and Mixed-Layer Ocean Versions of CSIRO Mk3.5 and Mk3.0: Large-scale Sensitivity

Ian G. Watterson,Siobhan P. O’Farrell 한국기상학회 2013 Asia-Pacific Journal of Atmospheric Sciences Vol.49 No.3

The CSIRO Mk3.5 coupled atmosphere-ocean model includes upgrades to atmospheric and oceanic processes that remove a cold bias of the earlier Mk3.0. The global mean warming over the 21st century from Mk3.5 is 3.1 K under the CMIP3 A1B scenario,some 25% larger than that from Mk3.0. Two mixed-layer ocean versions of Mk3.5 were constructed, and these are also more sensitive than Mk3.0. To elucidate these differences, a simple feedback analysis is extended to Mk3.5, using changes for doubled CO2 in each model version. The net feedback for the low-mid latitude region is the main driver of the sensitivity contrast. The clear-sky component is consistently larger in Mk3.5, as is the increase in specific humidity, even after standardizing by the global warming. Cloud forcing provides a small positive feedback, which is stronger in cases that had larger declines in low-layer cloud. The net positive feedback for the higher-latitude region is larger in the coupled Mk3.5 than Mk3.0, which had more stable Arctic sea ice. However, some contrasts differed among the versions. As for Mk3.0, the surface warming in the coupled Mk3.5 is suppressed over that from the MLO case. Over the ocean, the pattern of suppression is similar to the change in energy flux into the surface in the coupled model. There is also a gradient of equatorial warming in the Asia-Pacific region that relates to the change in net convergence of heat transport by ocean currents. The effect of this pattern on regional rainfall is a focus of Part 2 of the study.

Mining User Models for Effective Adaptation of Context-aware Applications

Shiu Lun Tsang,Siobhan Clarke 보안공학연구지원센터 2008 International Journal of Security and Its Applicat Vol.2 No.1

Current context-aware adaptation techniques are limited in their support for user personalisation. Complex codebases, a reliance on developer modification and an inability to automatically learn from user interactions hinder their use for tailoring behaviour to individuals. To address these problems we have devised a personalised, dynamic, run-time approach to adaptation. The approach provides techniques for selecting the relevant information from a user’s behaviour history, for mining usage patterns, and for generating, prioritising, and selecting adaptation behaviour. Our evaluation study shows that the proposed mining approach is more accurate than rule-based and neural network methods when compared to actual user choices.

Red blood cells from COVID-19 patients suffer from increased oxidative stress and may have increased lactate influx

Edel Mullen,Stephen Bergin,Geraldine Healy,John Quinn,Siobhan Glavey,Philip Thomas Murphy 대한혈액학회 2022 Blood Research Vol.57 No.4

Correlation Study of Knowledge and Behavior Regarding Breast Care among Female Undergraduate Students in China

Liu, Meng-Xue,Li, Jian,Geng, Yun-Long,Wang, Yan-Chun,Li, Jie,Chen, Yu-Juan,Ali, Gholam,Tarver, Siobhan L.,Wen, Yu-Feng,Sun, Wen-Jie Asian Pacific Journal of Cancer Prevention 2014 Asian Pacific journal of cancer prevention Vol.15 No.24

Background: This study aimed to understand the relationship between knowledge level and behavior on breast care in Chinese students, so as to provide strategies for improving the health education of breast care and subsequently for aiding in breast cancer prevention. Materials and Methods: A self-designed questionnaire was used to evaluate breast care knowledge level and characterize related behavior. Correlation analysis was conducted for the knowledge level and behavior. The study was carried out using 597 female undergraduate students in medical and non-medical colleges in Wuhu, China. Results: The average score of breast care knowledge was $5.32{\pm}1.68$ ($5.62{\pm}1.68$ and $5.00{\pm}1.68$ for medical and non-medical students, respectively), with a greater score value for sophomores ($5.59{\pm}1.72$) than freshmen ($5.18{\pm}1.65$). The average score of breast care behavior was $2.21{\pm}1.13$, again with a greater value in sophomores ($2.37{\pm}1.15$) than freshmen ($2.21{\pm}1.13$). A significant positive correlation (r=0.231, p<0.01) between knowledge scores and behavior scores was observed. In addition, various factors, including paying attention to breast care information, receiving breast self-examination guidance, TV program and Internet, were found to influence breast care knowledge. Conclusions: In general, female undergraduate students lack of self-awareness of breast care with a low rate of breast self-examination. It is necessary to carry out health education to improve early detection of breast cancer.

Modification of a Smoking Motivation Questionnaire for Chinese Medical Students

Jiang, Chao,Sun, Wen-Jie,Wan, Yan-Chun,Wei, Ming-Wei,Mu, Yong-Ping,Tarver, Siobhan L.,Gao, Yong-Qing,Hu, Tian,Xu, Chao,Gordon, James,Feng, Cindy Xin,Wen, Yu-Feng Asian Pacific Journal of Cancer Prevention 2014 Asian Pacific journal of cancer prevention Vol.15 No.6

Introduction: Smoking prevalence among the medical students is high in China. Therefore, understanding the smoking motivations of medical students is crucial for smoking control, but currently there are no scales questionnaires customized for probing the smoking motivations of medical students. This aim of study was to test and modify a questionnaire for investigating smoking motivations among medical students. Methods: A cross-sectional survey was conducted among 1,125 medical students at Xuzhou Medical College in China in 2012.The model fit and validity was assessed by confirmatory factor analysis (CFA) and the reliability was tested by single-item reliability, composite reliability, and item-total correlation. Results: The prevalence of smoking was 9.84 % among study population. In the modified scales, the global fit indices identified a CFI value of 0.96, TLI was 0.96, and the RMSEA was 0.063. CFA supported the two dimensional structure of the instrument. The average variance extracted ranged from 0.45 to 0.62. All single-item reliability scores were greater than 0.20, and the composite reliability ranged from 0.74 to 0.91. Conclusion: Modified scales could be the preliminary instrument used in evaluating the smoking motivations of medical students. However, it should be further assessed using other forms and methods of validity and reliability, additional motivations of smoking, and the survey of other medical colleges in China.