Materialism and affect toward others: Influences on apparel consciousness

David J. Burns,Jennifer D. Hutchins,Richard Mathisen 한국마케팅과학회 2019 Journal of Global Fashion Marketing Vol.10 No.1

Materialism plays a significant role in the consumption of many products, particularly highly visible products like apparel. For highly materialistic individuals, possessions play significant roles in the construction and communication of their identities, where products are used as tools for individuals to build their lifestyles around the products and brands they acquire and display. This study examines two items, the affect held toward individuals viewed to be rivals and fashion consciousness using PLS-SEM. The results suggest that individuals’ materialism, specifically, individuals’ acquisition as the measure of success and acquisition as the pursuit of happiness, appear to affect the affect they experience toward others. Individuals with stronger beliefs that acquisition is a measure of success and as the source of happiness were observed to hold significantly less positive and more negative affect toward individuals viewed as rivals than those with lesser beliefs. The findings indicate that marketers may be able to affect the marketplace activities of materialistic consumers by affecting the affect they possess toward others.

模의和價値的基礎: 對于時尙營銷的理論

( David J. Burns ) 한국마케팅과학회 2010 Journal of Global Fashion Marketing Vol.1 No.1

The objective of this paper is to propose a theory of fashion marketing which directly addresses the social processes that consumers use to associate images and meaning to articles of fashion. By doing so, the theory will address the means by which fashion originates and diffuses through society, an important issue of concern to fashion marketers. The role of taste in fashion involves taste acting as the means of influence between others and one`s fashion understanding and subsequent fashion choices. Taste, therefore, is an evaluation of what is desirable or acceptable as determined by the opinions of others. Taste has broad-reaching effects on the desires and purchases of individuals. Arguably, taste directly affects consumers` assessments of most, if not all, fashion choices. Taste, however, does not have an individually based origin, but is based on the imitation of others. The role played by clothing in the communication/ construction of identity is widely accepted today. Within this environment, a change in one`s possessions seemingly can lead to a change in one`s self. The role played by many products, therefore, appears to be to act as building blocks consumers can use to construct a desired self. Although many products appear to be utilized in the communication/construction of one`s identity, no products are able to fulfill this role to the extent possible through apparel. Taste acts as the conduit through which fashion acceptance is transmitted between individuals and through social groupings and operates primarily through the imitation of fashion adopted by others. A critical issue which presents itself when examining the imitation of fashion is "what is being imitated?" Fashion imitation actually involves attempts to acquire the meaning associated with the fashion. Girard suggests that the meaning acquired with the imitation of fashion consists of the desirable qualities possessed by the individual or group of individuals whose fashion is being imitated. Imitation occurs, therefore, because fashion becomes associated with those who wear it and comes to be viewed as a reflection of them. Given the role of fashion in the construction/communication of one`s self, consumption ultimately becomes competitive. Indeed, imitation of others whose selves appear desirable can be viewed as a way to acquire the desirable qualities of the other. This is the essence of mimetic desire. According to Girard, and as supported by past fashion marketing research, desire does not possess an individually based origin. In other words, desire for a specific fashion does not arise from an individual`s privately developed tastes. Instead, individuals` desires and likewise their tastes possess externally based origins-the basis of individuals` tastes and preferences lie in the imitation of the tastes and preferences observed in others. A central issue of Girard`s theory is that desire is mimetic. Desire arises and gains direction from the desires of others. The desirability of a fashion to an individual is noted and established by the desires of another for the product. When another is viewed as desiring a product (as is noted by their desire for the product or their ownership of the product), an individual is alerted to the desirability of the product-a fashion trend has begun. Rivals must not consist only of individuals with whom one directly interacts (e.g., neighbors, colleagues), they can consist of groups (e.g., reference groups), famous celebrities, or images created through marketing activities (e.g., role models presented in advertising). One`s choice of rivals is an unconscious choice of those whose very essence seems to be desirable, whose being one wants to acquire-"I want to be that person." The rival, therefore, does not merely serve as a model for fashion, but as the model for tastes and desires themselves. The resulting desire becomes a powerful force, capable of driving the actions of an individual. The infectious nature of mimetic desire can readily be seen in the marketplace. Once the desirability of a specific fashion is communicated, such as by its acquisition and subsequent display (e.g., the item is worn in a public setting) by an individual or by its inclusion in marketing efforts (e.g., advertising or in-store promotion), mimetic desire for the item can be generated in others. The fashion then, is viewed as the means by which the attractive quality can be acquired and incorporated into one`s self. This is the essence of mimetic desire. Indeed, mimetic desire provides the basis by which much fashion diffuses in a society. The resulting rivalry between an individual in whom mimetic desire has developed and the target of that desire, or the rival, necessarily leads to an escalation of tension. First, the acquisition of a specific fashion associated with another is not able to produce the desired results-the acquisition does not result in the acquisition of another`s essence. Second, the act of imitation will also have an effect on the individual being imitated. Seeing one`s fashion choices mimicked by another, particularly one viewed as inferior, will prompt a negative response by an individual. In fact, the act of imitation will likely be viewed a direct attack upon one`s personhood. Consequently, tension, if not violence, is a likely response from being copied. In conclusion, mimetic desire appears to be a driving force in the creation and diffusion of fashion. The infectious nature of mimetic desire provides the basis for the specific characteristics of the demand for fashion. The demand for fashion generally possesses little basis in the need for physical qualities of a product, nor is based in mere imitation of another. Instead, its mimetic basis results in fashion playing a much larger role in the lives of individuals and in society-a role which must be recognized by fashion marketers if they hope to optimally satisfy the fashion needs of their customers. By truly understanding their customers, fashion marketers will find themselves in better positions to create and provide products which will most likely appeal to their specific customer segment.

What comes after postmodernism? Implications for marketers

David J. Burns 한국마케팅과학회 2015 마케팅과학연구 Vol.25 No.1

The dominant philosophy of life held by a society profoundly affects that society’sinstitutions. In this article, the transition from premodernism to postmodernism and itseffects on marketing are examined. An alternative philosophy, transmodernism,appears to be taking hold in many post-industrial societies. Transmodernism isdiscussed and implications for marketing are explored.

Showrooming: the effect of gender

David J. Burns,Pola B. Gupta,Jennifer Hutchins 한국마케팅과학회 2019 마케팅과학연구 Vol.29 No.1

Showrooming, or shopping in bricks-and-mortar stores and receiving their services without payment, but purchasing from a lower-priced online retailer, can be detrimental to the survival of bricks-and-mortar stores. This study examines how the gender of young adult consumers with differing shopping orientations view showrooming. The results suggest that showrooming is not just a male or a female phenomenon among young adults. The findings suggest, however, that bricks-and-mortar retailers may possibly be better able to dissuade female consumers from engaging in some showrooming activity more easily than males. On the other hand, online retailers may find it easier to prompt male consumers into showrooming activity than females. Although shopping orientations have been shown to affect individuals’ propensities to engage in showrooming activity and the perceived ethicality of doing so, there appears to be no difference by gender. The results suggest that gender has relatively little effect in consumers’ showrooming activity.

服裝産品質量: 其性質和衡量方法

( Dale Rayman ),( David J. Burns ),( Cherilyn N. Nelson ) 한국마케팅과학회 2011 Journal of Global Fashion Marketing Vol.2 No.2

An important issue of apparel - apparel product quality - has not been significantly addressed in past research, particularly where the pre-purchase perceptions of consumers are concerned. The goal of this study is to identify how consumers define intrinsic apparel product quality. This will be accomplished by 1) examining the issue of quality as applied to products, 2) exploring past research on apparel product quality, 3) constructing a scale (ApparEx) to assess intrinsic apparel product quality, and 4) relating ApparEx with service quality as measured by SERVQUAL. Product quality is the consumer`s judgment of the standard of performance for a product. The cues used by consumers to judge quality can be classified as either intrinsic or extrinsic. While the topic of apparel product quality has been examined in the literature, the focus of such efforts has been largely on perceptions of apparel quality resulting from post-use or post-exposure analysis. What has not received significant research attention are the pre-use expectations or beliefs about intrinsic apparel quality. These pre-use expectations can be expected to be a primary determining factor of consumer purchasing behavior. The initial stage in the development of an instrument to measure prepurchase perceptions of intrinsic apparel product quality is to generate a set of items deemed to cover the domain of the intrinsic apparel product quality construct. Since the literature suggests that this construct is multi-dimensional in nature, the scale was developed with the goal of identifying and measuring the salient dimensions of intrinsic apparel product quality. Drawn from studies of consumer satisfaction/dissatisfaction with apparel items, texts documenting apparel manufacturing standards, and from technical standards drawn by the American Association for Textile Technology, eight dimensions of apparel quality were proposed. Seventy-four items were developed based on the above sources to address each proposed dimension of the construct. Four forms of the instrument were constructed, each focusing on a different apparel product classification (underwear/lingerie or sleepwear, casual sportswear, dresswear, and coats and jackets (outerwear)). The sampling design used in this study was a purposive one, using students enrolled in upper-division (junior and senior level) university business courses at major universities located in the Midwest and in the Southern U.S. The instrument was administered on-site to students present in selected business classes chosen to preclude the possibility of students being solicited more than once. Of the 984 questionnaires distributed, 131 were not determined to be usable, resulting in a usable return rate of 86.6 percent. Interestingly, the results suggest that the findings were not significantly different between the product categories indicating that the subject data may reasonably be pooled. A factor analysis resulted in seven factors being retained: 1) performance, 2) components, 3) garment care, 4) appearance, 5) construction/workmanship, 6) style/fashion, and 7) fit. While the pattern does not reproduce exactly the relationships proposed in the early stages of ApparEx development, the results were largely consistent. How well does the measure relate to other constructs to which the construct is theoretically related? This was accomplished by relating ApparEx with SERVQUAL, an instrument developed to measure the related concept of service quality. The objective was to determine how, if at all, the dimensions of the ApparEx scale relate to the dimensions of the SERVQUAL scale. The results seem to display a consistent pattern. It appears that two factors of the SERVQUAL scale (dependability and tangibility) are positively correlated with the factors of the ApparEx scale and that the other two factors of the SERVQUAL scale (empathy and responsiveness) are negatively related with the factors of the ApparEx scale. The results also suggest that the garment care factor of the ApparEx scale is not related strongly with the SERVQUAL factors, and that the style/fashion factor of the ApparEx scale relates only with the dependability and responsiveness factors of the SERVQUAL scale. These findings support the multidimensionality of the instrument, and that quality is not a generic phenomenon - quality as it relates to apparel products and quality as it relates to service issues appear to be two distinct concepts, at least as far as expectations are concerned. This provides additional evidence of the construct validity of the ApparEx scale. Previous research has largely ignored the consumer`s perspective in the discussion of product quality; apparel has not been an exception. In practice, intrinsic apparel product quality has been typically defined based on production-oriented standards. In the instances where the consumers` perspective has been addressed, it is most often within the context of what is thought to be what customers desire, instead of their actual desires. The natural outcome of this approach is that a gap likely exists between what consumers want and what managers think that consumers want. The ApparEx instrument developed in this paper can provide a mechanism by which managers can directly determine the apparel product quality expectations of their clientele. The results also suggest that consumers of apparel products expect the same dimensions of quality across product category lines. If consumers hold lower expectations of quality for apparel items which cost less, it was not apparent from this study. While it is true that consumers can best objectively assess product quality only after purchase and use, and that a purchased product`s inability to adequately perform will likely affect an individual`s subsequent purchasing behavior, it is the initial prepurchase quality assessment which will have an immediate material effect on consumers` purchasing decisions.

An Update on Accumulating Exercise and Postprandial Lipaemia: Translating Theory Into Practice

Miyashita, Masashi,Burns, Stephen F.,Stensel, David J. The Korean Society for Preventive Medicine 2013 Journal of Preventive Medicine and Public Health Vol.46 No.suppl

Over the last two decades, significant research attention has been given to the acute effect of a single bout of exercise on postprandial lipaemia. A large body of evidence supports the notion that an acute bout of aerobic exercise can reduce postprandial triacylglycerol (TAG) concentrations. However, this effect is short-lived emphasising the important role of regular physical activity for lowering TAG concentrations through an active lifestyle. In 1995, the concept of accumulating physical activity was introduced in expert recommendations with the advice that activity can be performed in several short bouts throughout the day with a minimum duration of 10 minutes per activity bout. Although the concept of accumulation has been widely publicised, there is still limited scientific evidence to support it but several studies have investigated the effects of accumulated activity on health-related outcomes to support the recommendations in physical activity guidelines. One area, which is the focus of this review, is the effect of accumulating exercise on postprandial lipaemia. We propose that accumulating exercise will provide additional physical activity options for lowering postprandial TAG concentrations relevant to individuals with limited time or exercise capacity to engage in more structured forms of exercise, or longer bouts of physical activity. The benefits of accumulated physical activity might translate to a reduced risk of cardiovascular disease in the long-term.

Urban rainwater harvesting systems: Research, implementation and future perspectives

Campisano, Alberto,Butler, David,Ward, Sarah,Burns, Matthew J.,Friedler, Eran,DeBusk, Kathy,Fisher-Jeffes, Lloyd N.,Ghisi, Enedir,Rahman, Ataur,Furumai, Hiroaki,Han, Mooyoung Elsevier 2017 Water research Vol.115 No.-

<P><B>Abstract</B></P> <P>While the practice of rainwater harvesting (RWH) can be traced back millennia, the degree of its modern implementation varies greatly across the world, often with systems that do not maximize potential benefits. With a global focus, the pertinent practical, theoretical and social aspects of RWH are reviewed in order to ascertain the state of the art. Avenues for future research are also identified. A major finding is that the degree of RWH systems implementation and the technology selection are strongly influenced by economic constraints and local regulations. Moreover, despite design protocols having been set up in many countries, recommendations are still often organized only with the objective of conserving water without considering other potential benefits associated with the multiple-purpose nature of RWH. It is suggested that future work on RWH addresses three priority challenges. Firstly, more empirical data on system operation is needed to allow improved modelling by taking into account multiple objectives of RWH systems. Secondly, maintenance aspects and how they may impact the quality of collected rainwater should be explored in the future as a way to increase confidence on rainwater use. Finally, research should be devoted to the understanding of how institutional and socio-political support can be best targeted to improve system efficacy and community acceptance.</P> <P><B>Highlights</B></P> <P> <UL> <LI> A review of practical, theoretical and social aspects or urban rainwater harvesting systems. </LI> <LI> Much of the implemented systems do not consider the multi-purpose nature of RWH. </LI> <LI> Need of datasets including water saving, stormwater management and energy consumption aspects. </LI> <LI> Institutional and socio-political support to improve RWH efficacy and community acceptance. </LI> </UL> </P> <P><B>Graphical abstract</B></P> <P>[DISPLAY OMISSION]</P>

An Update on Accumulating Exercise and Postprandial Lipaemia: Translating Theory Into Practice

Masashi Miyashita,Stephen F Burns,David J Stensel 대한예방의학회 2013 Journal of Preventive Medicine and Public Health Vol.46 No.suppl

Over the last two decades, significant research attention has been given to the acute effect of a single bout of exercise on postprandial lipaemia. A large body of evidence supports the notion that an acute bout of aerobic exercise can reduce postprandial triacylglycerol (TAG) concentrations. However, this effect is short-lived emphasising the important role of regular physical activity for lowering TAG concentrations through an active lifestyle. In 1995, the concept of accumulating physical activity was introduced in expert recommendations with the advice that activity can be performed in several short bouts throughout the day with a minimum duration of 10minutes per activity bout. Although the concept of accumulation has been widely publicised, there is still limited scientific evidence to support it but several studies have investigated the effects of accumulated activity on health-related outcomes to support the recommendations in physical activity guidelines. One area, which is the focus of this review, is the effect of accumulating exercise on postprandial lipaemia. We propose that accumulating exercise will provide additional physical activity options for lowering postprandial TAG concentrations relevant to individuals with limited time or exercise capacity to engage in more structured forms of exercise,or longer bouts of physical activity. The benefits of accumulated physical activity might translate to a reduced risk of cardiovascular disease in the long-term.

Immunomodulatory Effects of Lippia sidoides Extract: Induction of IL-10 Through cAMP and p38 MAPK-Dependent Mechanisms

Arun Rajgopal,John F. Rebhun,Charlie R. Burns,Jeffrey D. Scholten,John A. Balles,David J. Fast 한국식품영양과학회 2015 Journal of medicinal food Vol.18 No.3

Lippia sidoides is an aromatic shrub that grows wild in the northeastern region of Brazil. In local traditional medicine, the aerial portions of this species are used as anti-infectives, antiseptics, spasmolytics, sedatives, hypotensives, and anti-inflammatory agents. In this research, we evaluate the potential immunological properties of Lippia extract through in vitro analysis of its ability to modulate intracellular cyclic adenosine monophosphate (cAMP) levels and interleukin-10 (IL-10) production. These results show that Lippia extract increases intracellular cAMP through the inhibition of phosphodiesterase activity. They also demonstrate that Lippia extract increases IL-10 production in THP-1 monocytes through both an increase in intracellular cAMP and the activation of p38 MAPK. These results suggest that the Lippia-mediated inhibition of phosphodiesterase activity and the subsequent increase in intracellular cAMP may explain some of the biological activities associated with L. sidoides. In addition, the anti-inflammatory activity of L. sidoides may also be due, in part, to its ability to induce IL-10 production through the inhibition of cyclic nucleotide-dependent phosphodiesterase activity and by its activation of the p38 MAPK pathway.

A systems level predictive model for global gene regulation of methanogenesis in a hydrogenotrophic methanogen

Yoon, Sung Ho,Turkarslan, Serdar,Reiss, David J.,Pan, Min,Burn, June A.,Costa, Kyle C.,Lie, Thomas J.,Slagel, Joseph,Moritz, Robert L.,Hackett, Murray,Leigh, John A.,Baliga, Nitin S. Cold Spring Harbor Laboratory Press 2013 Genome research Vol.23 No.11

<P>Methanogens catalyze the critical methane-producing step (called methanogenesis) in the anaerobic decomposition of organic matter. Here, we present the first predictive model of global gene regulation of methanogenesis in a hydrogenotrophic methanogen, <I>Methanococcus maripaludis</I>. We generated a comprehensive list of genes (protein-coding and noncoding) for <I>M. maripaludis</I> through integrated analysis of the transcriptome structure and a newly constructed Peptide Atlas. The environment and gene-regulatory influence network (EGRIN) model of the strain was constructed from a compendium of transcriptome data that was collected over 58 different steady-state and time-course experiments that were performed in chemostats or batch cultures under a spectrum of environmental perturbations that modulated methanogenesis. Analyses of the EGRIN model have revealed novel components of methanogenesis that included at least three additional protein-coding genes of previously unknown function as well as one noncoding RNA. We discovered that at least five regulatory mechanisms act in a combinatorial scheme to intercoordinate key steps of methanogenesis with different processes such as motility, ATP biosynthesis, and carbon assimilation. Through a combination of genetic and environmental perturbation experiments we have validated the EGRIN-predicted role of two novel transcription factors in the regulation of phosphate-dependent repression of formate dehydrogenase—a key enzyme in the methanogenesis pathway. The EGRIN model demonstrates regulatory affiliations within methanogenesis as well as between methanogenesis and other cellular functions.</P>