This study selected fashion brands claiming to advocate feminism to analyze their characteristics and female images. For the study’s data, online foreign feminist fashion brands were sifted from March 2017 to January 2018 and 28 clothing brands were selected. The study’s results show that feminist fashion brands aim at the demassification and individualization of fashion products to be more inclusive of individuals’ physical characteristics and diversity. Additionally, feminist brands entice consumption through communication and participation in online communities and through the value of social coexistence. The essential female image produced by feminist fashion brands deconstructs a socially idealized female image and expresses a sense of self-body positivity. In turn, the concept of self-body positivity is communicated through natural images of independent women with distinct identities based on differences in race, culture, and sexual orientation. Moreover, feminist fashion brands produce social images featuring independent women using active wear to engage in social activities. Casual wear is also used to reflect active women, while mannish looks and power suits express women’s social status and professional abilities. Ultimately, these offer functionally active and rational images, combined with female images featuring long hair and makeup. Yet another type of female image seeks to create a new vision of women as diverse due to their various cultures, countries of origin, races, and individual tastes. These new images express women’s physical differences, distinct identities, and diversity while simultaneously deconstructing pre-existing forms of clothing.

Shopping at bricks-and-mortar stores is considered highly experiential. An ability to experience and physically interact with a product is a key benefit of shopping at offline stores. In an online shopping context where sensory experience is absent, researchers have looked at how mental imagery as an alternative to in-store sensory experience impact consumer decision-making (Yoo & Kim, 2014). However the role of mental imagery has been largely overlooked in the context of offline store shopping. While it is true that shopping at offline stores facilitates sensory experience, evidence from cognitive neuropsychology literature supports that visual perception impacts visual mental imagery (Bartolomeo, 2002). Therefore, it is reasonable to posit that sensory experience in stores is related to mental imagery. Yet the relationship between actual sensory experience and mental imagery in the context of store shopping has not been studied. To fill a gap in the current literature, this study aims to examine the process by which sensory experience and mental imagery facilitate purchase decision-making in the context of offline stores. Based on the model of recursive relationships among consumers’ emotional, cognitive, perceptual and behavioral responses (Scherer, 2003) and a review of previous literature, this study posits that actual sensory experience and mental imagery related. It is further posited that both actual sensory experience and mental imagery influence consumers’ affective (anticipatory emotion) and cognitive responses (e.g., decision satisfaction, perceived ownership and decision satisfaction). This study employed an online survey in Korea. Apparel shoppers who shopped and purchased apparel at brick-and-mortar stores during the last six months were recruited. To facilitate a retrieval of in-store experiences, a series of questions about their specific shopping trip and purchases were asked at the beginning of survey. The current study consists of measurements adopted from the existing literature with adequate reliabilities. All the items were measured using a 7-point Likert-type scale. A total of 455 respondents completed the online survey questionnaire. Cronbach’s alpha coefficients were examined to assess reliabilities of the measures, and reliability coefficients were acceptable for all constructs (.78 ~ .92). Results of the SEM revealed that all the model-fit indexes exceeded their respective common acceptance levels, suggesting that the proposed model fitted the data well (2 = 627.38, df = 175; NFI = .92; IFI = .94; CFI = .94; RMSEA = .075). All the direct relationships among variables were significant except for the effect of sensory experience on perceived ownership, the effect of mental imagery on decision confidence, and the effect of perceived ownership on behavioral intention. This study provides new insights into consumer in-store shopping experiences and theoretical and practical implications. Sensory experience and mental imagery are complementary in facilitating consumer in-store shopping experiences. In addition to the importance of sensory experience, this study provides empirical evidence to support the vital role of mental imagery in the context of in-store shopping. Visualizing a situation through vivid mental imagery combined with actual sensory experience will lead consumers to positive shopping outcomes. Further research is warranted to better understand how to optimize actual sensory experience and mental imagery to offer excellent in-store experiences.

Despite the positive outcomes of brand-consumer interactions on social media documented in the literature, an important question still remains: Are active brand-consumer interactions always beneficial to luxury fashion brands? This study argues that such interactions may undermine the core perceptions of the brands by making consumers feel too close to the brands. Drawing upon construal level theory of psychological distance, the purpose of this study is to examine the negative effects of brand-consumer interactions on perceptions of luxury fashion brands (i.e., social perception, uniqueness perception, quality perception) in a social media context. Two experimental studies were conducted. The purpose of Study 1 was to test the hypothesis that luxury brands, compared to mainstream brands, will be perceived as more psychologically distant and abstract. Study 1 used a 2 (brand category: luxury vs. mainstream) x 2 (brand replicates) mixed-model design in which the brand category was a between-subject factor and the brand replicates were a within-subject factor. Fifty-nine subjects recruited from Amazon MTurk participated in the study. The results of Study 1 revealed that luxury brands are inherently psychologically distant than mainstream brands. The purpose of Study 2 was to test the impact of brand-consumer interactions (i.e., high vs. low) and the mediating role of psychological distance on the three perceptions of luxury brands (i.e., social perception, uniqueness perception, quality perception) on social media. A single factor between-subjects design was used, and a total of 74 participants were recruited from Amazon MTurk. To manipulate the level of consumer-brand interaction (high vs. low), two versions of a luxury brand’s mock Facebook pages were created. For the high interaction condition, the brand responded to consumers’ posts in a friendly way and displayed the images of user photos. For the low interaction condition, the brand did not respond to consumers’ posts and displayed no images of users. As predicted, the results showed that participants indicated lower brand perceptions when the brand’s social media page displayed a high level of interactions than a low level of interactions. Moreover, formality, a measure of psychological distance, partially mediated the relationship between brand-consumer interactions and all the three brand perceptions. The findings of this study provide empirical evidence that active consumer-brand interactions on social media do not necessarily benefit luxury fashion brands, rather they can damage consumer perceptions of the brands. This study provides important implications that luxury fashion brands should maintain a sacred distance on social media; otherwise it will undermine important perceptions of the brands such as status signaling, exclusivity, and quality.

In this study, strawberry cultivation environment in a greenhouse located in Jeonju was monitored and internal environmental parameters were analyzed. Temperature, humidity, RAD, and PPF sensors were installed to monitor environmental conditions in the test greenhouse. Data were collected every 10 minutes during four winter months from sensors placed across the greenhouse to assess its permeability and environmental uniformity. Temperature and humidity inside the greenhouse were relatively uniform with negligible deviations among the center, south, and north; however, it was judged that further analysis of gradients of these parameters f rom the east to t he w est of t he g reenhouse w ould b e needed. Both R AD (Total solar radiation) a nd P PF (Photosynthetic photon flux) had high values on the south and were low on the north and the reduction rate of these parameters was 54% and 61%, respectively, indicating that a significant amount of light could not be transmitted. This implied a significant decrease in the amount of light entering the greenhouse during winter. Therefore, it is concluded that environmental control devices and auxiliary lighting are needed to achieve uniform greenhouse environment for efficient strawberry cultivation.

Cleft palates with or without cleft lip is one of the most common congenital craniofacial defects in dogs. It has been reported that monogenic autosomal recessive inheritance caused this defect in this species. However, here, we aimed to report cleft palate in a cloned dog. A fibroblast cell line was established from skin tissues of an eight-year-old German shepherd dog. Blood was collected from oocyte donor dogs, and serum progesterone concentration was measured by chemiluminescence enzyme immunoassay method. Ovulation was determined when serum progesterone results reached 5-10 ng/ml, and in vivo matured oocytes were collected surgically about 72 hr after ovulation. Donor cells were cultured with Dulbecco’s modified Eagle medium supplemented with 10% (v/v) fetal bovine serum until confluence. An in vivo matured oocyte was enucleated, and a donor cell was injected into the perivitelline space. The oocyte-cell couplet was electrically fused, and chemically activated. Reconstructed embryos were transferred to an oviduct of a recipient. Pregnancy diagnosis was performed 27 days after the embryo transfer, and ultrasonography of fetal heart beat, and rectal temperature and serum progesterone value of recipient was monitored until the day of delivery. Microsatellite analysis was performed using genomic DNA of cell donor, clones, and oocyte donors. As results, a total of 74 cloned embryos were transferred to five recipients, and one recipient diagnosed as pregnant with two fetuses by ultrasonography and radiology. Caesarean section was performed on day 58 after embryo transfer due to a decreased heart beat of a fetus, which was lower than 180. Two cloned puppies with 640g and 320g of birth weight were delivered safety, but the small one was born with a cleft palate. Microsatellite analysis results of both clones were identical with the cell donor. Cleft palate of the clone was surgically corrected on day 40 after birth. To our knowledge, there has been no report about cleft palate in cloned dogs, and also, no report about clones with different phenotype of cleft palate in dogs. Therefore, this study can give a clue of cleft palate in dogs, which might not be a genetic cause. Further studies about aberrant epigenetic reprogramming in those clones are needed.