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HOW TO SELL THE GREEN FUTURE: THE ROLE OF STORYTELLING IN MARKETING SUSTAINABLE PRODUCTS
Matthew Lunde,Amin Rostami,Marat Bakpayev 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
This abstract summarizes an early-stage research proposal examining the benefits of storytelling in marketing green brands. Many research studies have been published in the last decade observing the growth and popularity of sustainable products (e.g., Bhardwaj et al., 2020; de Souza Correa et al., 2022; Haider, Shannon, & Poschis, 2022; Lunde, 2018; Rajogopal, Mahajan, & Priya, 2021; Skackuskiene & Vilkaite-Vaitone, 2022; among many others). Only some of these products offered immediate economic benefits to consumers when introduced. Consumers were skeptical of the sustainability of the products (e.g., Matthes & Wonneberger, 2014), consumers felt the prices were higher than unsustainable products (e.g., Juan, Hsu, & Xie, 2017), and consumers felt that the company was greenwashing (e.g., Cho & Taylor, 2020). However, the story of these businesses imagining a green future was the main driving force in attracting and convincing consumers to switch regardless of the cost and risk involved in the decision (e.g., Moshood et al., 2022). Getting exposed to these exciting stories, consumers want to join and be part of them by purchasing green products. For example, when sustainable Toyota Prius and Tesla cars were first introduced, there were more economical and best-performing cars in the crowded US market (i.e., Toyota.com, 2023; Tesla.com, 2023). However, unlike conventional combustion engine cars, they had a story to tell. Then, and today, the companies sell the imaginary of a green and sustainable future for humankind. It is the same with the sustainable apparel brand, Patagonia, which has gained popularity throughout the years (Patagonia.com, 2023). Their products are expensive compared to their unsustainable competitors. However, consumers are willing to pay the price to be a part of the story that the brand narrates, promising a more sustainable future.
Development of an In Vitro Candida albicans Oral Infection Model
Lund, Trace,Kleinegger, Cynthia L.,Wertz, Philip W.,Drake, David R. Korean Academy of Oral Biology and the UCLA Dental 1997 International Journal of Oral Biology Vol.22 No.4
Objectives: The purpose of the present study was to develop an in vitro model for studies of Candida albicans oral infections. Design : Sheets of porcine buccal epithelium were cut at a thickness of 300 μm and glued with cyanoacrylate to a plastic backing. Circular 1-cm-diameter disks of the plastic-backed epithelium were cut, and incubated with Candida albicans. At various incubation times, numbers and appearance of Candida albicans on the tissue disks were assessed. Materials : Porcine tissue was obtained at a slaughterhouse. Candida selective Chromagar plates were purchased from Hardy Diagnostics of Santa Maria, CA. Other materials were from Sigma Chemical Company, St. Louis, Mo. Methods : Candida albicans was cultured in Sabouraud Dextrose Broth at 37℃, overnight. Tissue disks were incubated with standardized suspensions. At time of harvest, some disks were fixed for examination by scanning electron microscopy, while others were homogenized and spiral-plated onto Candida-selective agar. Results : At three hours, there were 2.1×10 exp (5) adherent yeast per disk. By 24 hours of incubation, there was noticeable hyphae formation, and by 48 hours hyphae predominated and tissue invasion was evident. Conclusions : The porcine buccal epithelial disk provides an in vitro model for oral Candida albicans infections in which adherence, growth,, and the bud to hyphae transition and tissue invasion process may be investigated.
Lund Robert,Shi Xueheng 한국통계학회 2020 Journal of the Korean Statistical Society Vol.49 No.4
This article comments on the new version of wild binary segmentation in Fryzlewicz (Ann Stat 42(6):2243–2281, 2014).
조건적 강화를 사용한 문제 행동 감소와 과제 관련 행동 증가
Emily M. Lund,홍이레 한국행동분석학회 2014 행동분석․지원연구 Vol.1 No.1
This study was a single-case study of a verbal and pictorial-plus-verbal work-reinforcement contingency prompt with a three year-old child with autism/ASD who engaged in challenging behaviors and task avoidance when faced with task demand. In baseline, he received no prompt regarding any reinforcement contingency and was simply presented with task demand. For the verbal-only prompt, he was given a gestural and verbal prompt indicating that he would receive access to a preferred item after working. For the pictorial-plus-verbal prompt, he was given the same verbal and gestural prompt but was also shown a “first-then” card with pictures representing both ‘work’ and his preferred reinforcer. Results showed a notable decline in challenging behavior and increase in task engagement over the course of the study; however, there also appears to be notable bleed across the different conditions. There is also some limited support for the superiority of a pictorial-plus-verbal contingency prompt. 본 연구는 단일 대상 연구 설계인 중다 기초선 설계와 교대-처치 설계를 사용하여 언어적 촉진만 사용했을 때와 언어적 촉진과 시각적 촉진(그림)을 함께 사용하였을 때에 아동의 문제 행동과 과제 참여 행동에 미치는 효과를 비교하고자 설계 되었다. 연구 대상으로 만 3세의 자폐아동이 참여하였다. 이 아동은 과제가 주어졌을 때 언어적인 공격 행동과 신체적인 공격 행동을 보였다. 연구 결과 아동의 과제 참여 행동은 증가하였고, 아동의 문제행동은 감소되었다. 제언에서는 연구 결과를 바탕으로 이 연구의 제한점과 연구 방향 등에 대하여 논의되었다.