Purpose: The objective of this study is to verify whether cultural aspects influence consumers’ product appraisal by analyzing how consumers from two different countries choose products by designers with a diverse cultural background. Design/Methodology: A questionnaire was applied, with 321 female respondents (217 from Brazil, 104 from Israel) who chose swimsuits from two different styles (“Classic” and “Trendy”) in four different options: bikini, one-piece, solid colors, and print options. Findings: Both countries presented a preference for design from the same cultural background, but while Brazilian respondents opted mostly for designs by Brazilian designers, Israeli respondents chose more openly. Israeli respondents presented a much higher restriction on bikini models compared to one-pieces, while Brazilians presented the opposite type of rejection. Research implications: The results suggest that cultural aspects influence consumers’ choices in product appraisal, as respondents tend to choose designs made under the same cultural influence. Originality/value: behavior, product appraisal, swimwear, cross-cultural 1 Yael_

We examined whether hybrid consumers exist in the commodity food market by comparing food products in general, fresh pork and precooked pork patties using an online questionnaire (N=200). The same consumers changed their selection criteria depending on the type of commodity food product they were considering, reflecting hybrid consumer attitudes.

This study examined discrepancies in the brand image of a Japanese frozen food company perceived by the company’s employees and its consumers. Using a hypothesized model leading to brand loyalty, structural differences between the company’s employees’ (internal) and consumers’ (external) brand images were revealed: the two images did not structurally match.

Since more and more consumers rely on online consumer reviews in their purchase decision making, we have observed the emergence of empirical studies on online reviews in different contexts. Such studies look at various dimensions surrounding online reviews; nevertheless, none of them actually gives a more comprehensive picture as to the rating differences across online rating platforms and/or across time, let alone explains such differences. This study aims to address these understudied but managerially relevant issues. In our empirical study, we focus on hotel ratings across platforms and across time (i.e., across identified change point in time), and explain such differences by review text associating with the ratings. We investigated San Francisco hotels that were rated on both Tripadvisor and Expedia, and utilized the General Inquirer dictionary to identify the categories of words in a review. Regressions analyses were then conducted for the explanation of rating differences. We found that rating differences, in both the cross-platform and the longitudinal cases, are substantially associated with the number of words (in a negative relationship). Furthermore, word tags identified from the review text associated with ratings also explain the rating differences. To conclude, the research reveals that for a specific service provider, online ratings may vary significantly in both the cross-platform and the longitudinal senses. It demonstrates that adopting a systematic approach and utilizing an established semantic dictionary, information extracted from review text can substantially explain such differences.

This study was targeted on the non-processed, semi-processed, and full-processed seafood to investigate the consumers’ importance and satisfaction levels of purchase attributes for each seafood product. The present study conducted a survey on 335 randomly chosen seafood consumers. Respondents' importance-satisfaction scores of purchase attributes were measured. The results were as follows. The importance of purchase attributes was significantly higher than the satisfaction on 21 out of 23 attributes, according to the non-processed, semi-processed, and full-processed seafood(p<0.05). Consumers regarded intrinsic attributes such as ‘freshness’ of products as very important when purchasing non-processed seafood, and their satisfaction was also high. On the other hand, for semi-processed and full-processed seafood, external attributes such as ‘date of manufacture or expiration date’ were considered as more important attributes to purchase them. Consumers also perceived that full-processed seafood was less in quantity and more expensive than non-processed and semi-processed ones. In case of semi-processed seafood, the difference of importance-satisfaction score for ‘taste’ was large, and it was considered the taste should be improved according to consumers’ taste.

For the past decade, the convenience of sharing information online has improved drastically with the development of smart devices and social media. Such changes have contributed to regarding online word-of-mouth (WOM) as one of the most important consumer information sources. Therefore, the purpose of this study is to examine online WOM effects (acceptance/redelivery intention) with the two-way interaction effects of fashion involvement and the market maven. The empirical study consisted of an offline survey that collected data from 341 respondents and analyzed the data by factor analysis, independent t-test, and two-way ANOVA with SPSS 20.0, producing the following results. First, the market maven effect was found to differ significantly based on the level of fashion involvement, and is also higher when fashion involvement is high. Second, fashion involvement primarily affected online WOM acceptance, while the market maven significantly affected redelivery intention. Moreover, fashion involvement and market maven had relevant two-way interaction with both of the online WOM effects. Third, market maven had measurable effects on WOM redelivery types (objective/subjective) and directions (positive/negative/ neutral), whereas fashion involvement did not have any primary effects on them. However, fashion involvement and market maven had two-way interaction effects on the positive and negative direction of WOM redelivery. Based on these findings, the study suggests the importance of investigating and understanding the complicated online WOM behaviors of consumers, specifically from both managerial and theoretical perspectives.

Toxicities of Carbofuran showed different patterns by three application methods, Drench(as systemic effect), Leaf dipping(as contact and systemic effects) and Topical(as contact effect) applications. LC50 dropping pattern was L-shape in Drench, low slope line in Topical and intermediate of them in Leaf dipping. Drench application was the most Carbofuran treatment method to Brown planthoppers. Dropping patterns of LC50 were almost same between resistant and susceptible strains. The checking time of Carbofuran toxicity was suggested to be 2nd day after application by SD analysis of mortality. Resistance ratios were peak on 3rd day after application in Drench, 4th day(Susceptible) and 5th day(Resistant) in Leaf dipping and showed steady increase line pattern in Topical application.

One of the leading pests of rice, small brown planthopper (Laodelphax striatellus) can grow up to have either short or long wings, depending on conditions. However, under the same breeding conditions, the phenotypes of the long- and short-winged small brown planthopper observed to keep the first collected phenotype. To investigate the mechanism involved in wing dimorphism, metabolomic researches have been conducted. In this study, we observed several metabolites change, and the difference of metabolites could provide clues to the relationship between physiological changes in the small brown planthopper and ecological transport.

The purpose of this study was to analyze the biomechanical differences of lower extremity joints of the frontal plane during sidestep cutting in male and female Judo athletes. In the knee and hip joint, the female group showed a smaller angle than the male group at the time of IC(initial contact). But peak knee joint adduction moment of female group was greater than male group(p<.05). Therefore, female Judo athletes were more likely to injure their knees at the point where their initial foot contacted the ground than male athletes during sidestep cutting.

The safety management of feeds has become a very important factor for food safety and legislation and system improvement are being implemented to prevent the hazardous factors from livestock products. The range of heavy metals in feed hazardous factors was similar among countries, but the As maximum limit was strengthened in Korea compared to China. Regulation of residual pesticide and radioactivity was only controlled in Korea. The range and maximum limit of mycotoxin were strictly controlled in China compared to Korea. In order to enhance the feed safety in Korea, it is necessary to improve the policy, strengthen the range of the feed hazard and the maximum limit and carry out the research related to the feed safety.

‘같음’과 ‘다름’, ‘차이’, ‘차별’의 개념들과 얽힌 문제들은 평등과 정의에 있어 중요한 문제를 구성한다. 사회에서 벌어지는 각각의 문제들도 실은 ‘다른 것을 같게’ 하려는 것과 ‘같은 것을 다르게’ 하려는 것과 관련된 문제들이다. 본 연구는 ‘다른 것을 다르게 대한다’는 것의 의미는 무엇인지, 그리고 같고 다름을 판별하는 기존의 설정은 어떻게 이루어지는지, 서로 다른 여자와 남자 사이의 평등은 어떻게 달성될 수 있는지의 문제를 여성주의 상담의 관점에서 고찰하였다. 여성주의 상담은 여성주의 철학에 입각해 여성 및 사회적 소수자의 권력을 강화하고 조력하여 사회를 변화시키려는 상담이다. 여성주의 상담과정은 여성주의 가치관을 가지고 개인의 문제와 사회와의 연관성을 깨달을 수 있는 의식화가 필수적이며 자기점검 과정이 필요하다. 이러한 측면에서 본 연구는 여성에 대한 차별이라고 느껴지는 광고 문구와 여성도 철인 왕이 될 수 있다는 말을 통해 여성 해방적 선언을 했던 플라톤의 진술을 여성주의적 시각에서 분석하였다. 기존의 많은 연구들은 플라톤을 여성해방의 중심에 있는 인물로 꼽고 있지만 플라톤의 여성관은 합리성의 관점에서 오히려 차별의 이유를 제공한다고 보기 때문이다. 이에 본 연구는 여성주의 상담의 가장 중요한 핵심이라고 할 수 있는 여성들이 성역할이나 젠더 구조로부터 자유로워지고 자신의 삶과 심리가 어떻게 조건화 되었는지를 탐색하는데 플라톤의 여성관을 다시 한 번 주목하고자 한다. 여성주의 가치관을 가지고 개인의 문제와 사회와의 연관성을 깨달을 수 있는 의식화가 필수적인 여성주의 상담에서 이러한 비판적 논의는 의미가 있다.

Auricularia polytricha has strong decomposition ability on wood fiber and a wide range of temperature adaptation as mid-high temperature mushroom. In addition, Auricularia polytricha does not require light in the mycelial growth period, but it is cultivated in the field because the light promotes the differentiation of fruiting bodies and affects the pigment formation. This study was conducted to investigate the possibility of the cultivation of Auricularia polytricha (Mont.) Sacc. "Geoni" which was bred at Jeonnam Agricultural Research Institute in 2012 at a simple-typed PE film mushroom house, and to compare the quality characteristics of the Auricularia polytricha (Mont.) Sacc. "Geoni" cultivated at air-conditioned mushroom house. Auricularia polytricha (Mont.) Sacc. "Geoni" was cultivated with sawdust-based media (0.9 kg) every 3 days from June 15 to July 13 at air-conditioned mushroom house and PE film mushroom house, and harvested until July 26th. The temperature and the humidity of the air-conditioned mushroom house was maintained at 23°C and 90-9 %. The Irrigation was conducted 1 time per day and 2 to 3 times per day at air-conditioned mushroom house and PE film mushroom house respectively. The harvesting period were the same for each treatment. The fruiting body was 6.0 ㎝ and 5.1 ㎝ in major axis and 4.6 ㎝ and 4.0 ㎝ in minor axis at PE film mushroom house and air-conditioned mushroom house respectively, as a result the size of the fruiting body grown at PE film mushroom house tended to be larger. The thickness of fruiting body was 0.85㎜ and 1.24㎜ at PE film mushroom house and air-conditioned mushroom house respectively. These results are considered to be due to the difference in the humidity control conditions between each treatment. The number of fruiting bodies per bag was 4.3 at PE film mushroom house and more tendency than 3.7 at air-conditioned mushroom house. The springiness of the fruiting body was 1.23 ± 0.21 and 1.01 ± 0.17. the chewiness was 620 ± 89 and 507 ± 128, and the resilience was 0.49 ± 0.03 and 0.35 ± 0.07 at PE film mushroom house and air-conditioned mushroom house respectively. As a whole, it was judged that the physical properties of the fruiting body grown at PE film mushroom house were excellent. Also, when comparing the chromaticity of fruiting body, L(lightness)-a(red color)-b(yellow color) value was 30-5.5-3.9 and 39-6.5-7.5 at PE film mushroom house and air-conditioned mushroom house respectively. The yields did not show differentiated tendency by cultivation time. However, the weight of fruiting body per bag was 308g and 252g at PE film mushroom house and air-conditioned mushroom house respectively. Therefore, according to these result, Auricularia polytricha (Mont.) Sacc. "Geoni" was judged to be a suitable cultivar at PE film mushroom house for summer.

목 적 : 우세안과 비우세안의 결정 요인들을 조사하고, 성인 남녀의 성별에 따른 차이를 비교분석하였다. 방 법 : 성인 92명을 대상으로 Hole-in-the-card method로 우세안을 결정하였고, 안압, 등가구면굴절 력, 난시도, 카파각을 측정하여 우세안과 비우세안의 차이를 성별로 비교하였다. 결 과 : 성별에 따른 안압(p=0.570), 등가구면굴절력(p=0.465)은 통계적으로 유의하지는 않았다. 우세안 에서 남자의 난시도가 유의하게 크게 나타났으며, 양안 난시도에서도 남자의 난시도가 유의하게 크게 나타 났다(p=0.012). 카파각은 우세안과 비우세안에서 여자의 카파각이 유의하게 나타났으며, 양안 카파각도 여 자의 카파각이 통계적으로 유의하게 나타났다(p=0.002). 결 론 : 우세안과 비우세안의 요인을 성인 남녀의 성별로 비교하였을 때, 남자의 난시도와 여자의 카파각 이 유의하게 크게 나타났다.

본 연구는 의사결정 전에 행복을 느끼는 소비자와 슬픔을 느끼는 소비자 간에 자기타당화 정도의 차이와 규제초점의 차이 그리고 자기타당화 정도의 차이가 규제초점과 정보왜곡에 미치는 영향을 탐색하였다. 연구 결과, 첫째, 사전에 행복을 느낀 소비자는 사전에 슬픔을 느낀 소비자보다 자기타당화 정도가 크고, 촉진초점을 강하게 갖는다. 둘째, 사전에 느낀 슬픔감정과 비교하여 사전에 느낀 행복감정이 자기타당화를 매개로 촉진초점에 부분적으로 정적인 영향을 미치고, 자기타당화를 매개로 정보왜곡에 완전히 정적인 영향을 미친다. 본 연구는 현재의 의사결정시점 이전에 느낀 행복감정과 슬픔감정 간에 촉진초점 정도와 자기타당화 정도의 차이, 자기타당화의 정보왜곡 효과를 탐색하여 이론적으로 기여하고 있다. 이에 따라 마케팅 관리자는 소비자의 자사의 제품에 대한 사고 확신성을 높여 소비자의 자기타당화를 촉진하고, 또 촉진초점을 유도하기 위해 사전에 소비자가 행복감정을 느끼도록 해야 함을 관리적 시사점으로 제시하였다.

Effective branding strategy requires systematic management of brand identity and brand image. Brand identity refers to the company’s plan with regard to what associations consumers hold for the brand, whereas brand image refers to the associations consumers actually hold for the brand. According to Aaker (1996), brand identity consists of brand essence, core identity, and extended identity. Brand image, on the other hand, consists of attributes, benefits, and attitudes (Keller, 1993). Given the nature of brand identity and brand image, branding strategy aims to strengthen congruence, but lessen discrepancy among the components. The strategy can be either manipulative or reflective, i.e., changing brand image to correspond with brand identity or changing brand identity to adopt brand image, respectively. Branding strategy of SPA (Specialty Store Retailer of Private Label Apparel: i.e., fast fashion) brands is not an exception. However, SPA brands are characterized as quick response production capabilities with enhanced design capabilities to produce "hot" products that capture the latest consumer trends and exploit minimal production lead times to match supply with uncertain demand (Cachon & Swinney, 2011). Consequently, branding strategy of SPA brands is expected to be more reflective than manipulative. The primary purpose of this study is to verify the expectation, analyzing the branding strategy of the big 3 SPA brands: ZARA, Uniqlo, and H&M. All being SPA brands, the big 3 brands still need to differentiate from the competitors. From the perspective of this study, the differentiation strategy is expected to be manifested in the components of brand image to reflect, i.e., more emphasis on the reflection of attributes, benefits, or attitudes. Accordingly, this study also examines how the details of branding strategy differ among the big 3 SPA brands in this regard.

This paper attempts to bring the rather dated concept of Cultural Capital (CC) from the sociology literature to luxury retailing; it argues that Visual Merchandise Display (VMD) can enhance the consumers’ intentions to purchase luxury brands but this influence is stronger for consumers with higher CC than for those with lower CC. In particular, we develop a psychometric scale to measure CC and empirically and quantitatively investigate in two experiments the impact of VMD on consumer purchase intentions and the moderating role of CC. Walking first into TK Maxx and then into Harvey Nichols, one could assume that brand perceptions are affected not by the merchandise but rather by the store environment and particularly the way in which the products are visually presented to the consumers. In 2013, Karen Miller announced a substantial remodelling of its stores, including a change in their look to communicate ‘affordable luxury’ (Felsted, 2013). Although the luxury marketers seem to understand the importance of the display in influencing consumer perceptions, academics yet admit to knowing very little about the role of visual merchandising and display on the mechanisms of luxury brand consumption (Joy, Wang, Chan, Sherry, & Cui, 2014). Emerging research in the luxury retailing literature focuses on and explores qualitatively the role of ‘museological’ product presentation techniques in building and sustaining a luxury brand image (Dion & Arnould, 2011; Joy et al., 2014). However, till now, it has not considered that people can differ in their ability (i.e., ‘connoisseurship’) to decode and appreciate such display techniques, which often require substantial investment in fixtures, expensive materials, or complicated designs or architecture. This paper argues that the success of many newly introduced marketing communication techniques, including the tendency of contemporary branding to ‘subtly’ communicate the understated cleverness of a brand, can be subject to the consumers’ level of CC. CC refers to human culture and constitutes an individual characteristic that encompasses consumer’s intangible cultural assets and resources, such as knowledge, personality traits, and values, which manifest via consumers’ lifestyle choices and affect the way they think and act (Bourdieu, 1984; Blackwell, Miniard, & Engel, 2001). We argue that in luxury retailing, where ‘brand museums’ (Hollenbeck, 2008), ‘museological’ product presentation techniques or simply ‘museum like displays’ (Joy et al., 2014) and collaboration with contemporary artists and creative directors (Dion and Arnould, 2011) have been pointed out as new formats of in-store communication, CC can play a crucial role in explaining whether and how much consumers’ purchases can be actually affected. The marketing literature, to date, however, misses a contemporary continuous measure to assess consumers’ CC. In their effort to avoid limitations embedded in prior conceptualisations of CC— which mostly concern its supposed static and inherited nature (McQuarrie, Miller, & Phillips, 2013) —, many studies of consumer behaviour tend to assess CC qualitatively and set criteria to dichotomise a sample into two groups who are somewhat arbitrarily classified as people with either high or low CC; or, they only approximate CC by assessing the participants’ knowledge in a specific field of consumption, which is often a crude proxy for CC and pre-supposes the consumers’ interest-involvement in the investigated field of consumption (McQuarrie et al., 2013). For example, the literature on luxury brands tends to replace CC with fashion knowledge (e.g., Berger & Ward, 2010). Nevertheless, the researchers recognise this replacement as a limitation of their studies and a poor operationalisation of the concept of CC (Berger & Ward, 2010). The present research has three objectives. First, rather than dichotomising people into high and low CC groups, it acknowledges CC as a continuous variable and develops a contemporary psychometric scale to measure the extent to which people within the same culture differ in it. Second, it aims to provide a conceptual framework for understanding a set of mechanisms that explain how consumers’ purchase intentions for a luxury brand can be affected by specific VMD cues which are used for displaying it. Last and more importantly, we want to validate the newly introduced scale in a final experiment that tests whether the process whereby VMD indirectly increases the purchase intentions for luxury brands, depends positively on the consumer’s CC. The first study, which incorporates a qualitative inquiry as well as a purification and a validation study and uses multiple samples, succeeds in developing and validating a psychometric CC scale. In the second study, by conducting an experiment, we develop a model which explains how a combination of specific high-image VMD cues that form a museum-like display affects the consumers’ luxury brand purchase intentions by increasing consumers’ perceptions of luxury and by decreasing their perceived personal risk. This study’s model is, then, re-estimated in the final study after introducing into it the measure of CC. In this experiment, the strength of the basic relationships was found to be contingent on CC, suggesting that consumers with higher CC tend to be more strongly influenced by the store environment cues. Although we recognise that for many consumer behaviour studies in the marketing literature, consumers’ knowledge in fashion represents sufficiently well the concept of CC (e.g., Berger & Ward, 2010; McQuarrie et al., 2013; Parmentier, Fischer, & Reuber, 2013), we show that this might not be the case in the context of store atmospherics. In particular, we test the influence of both CC and fashion knowledge by introducing them together into the same model. Interestingly, CC is found to behave differently and to some extent oppositely to fashion knowledge in influencing consumers’ store-induced perceptions and purchase intentions for the luxury brand on display. The identification of specific VMD cues that form what the luxury retailing literature rather vaguely describes as a ‘museological presentation’ and the measurement of their combined effect as a ‘museum-like display’ on the consumer’s perceptions and behavioural intentions can have important implications for both the offline and online retailers. Our findings can also inform the contemporary brand communication methods, such as the brand’s representation in social media (e.g., in pinterest). Moreover, the measurement of consumer’s level of CC can allow brand managers and retailers to identify receptive segments and make more efficient resource commitments to VMD. Investment in VMD elements can then be better matched to the anticipated target market to avoid either over- or under spending on it. Sales forecasts can also become more accurate if CC could be assessed and considered along with the employed in-store and digital product presentation methods.

In January 2016, Korea began rice exporting to China from six domestic Rice Processing Complexes (RPC). The appearance characteristics and quality of medium-short grain milled rice between the exported Korean rice was compared with Wuchang rice, which is known as high quality in Heilongjiang province in China, and the imported rice from Japan and Taiwan in Chinese circulating marketing. The 1000-grain weight of exported rice is 22.4g, which is similar to that of Chinese Wuchang rice, but it tended to be heavier than that of Japanese and Taiwanese. The rice type is round in exporting Korean, Japanese, and Taiwanese rice while Chinese Wuchang rice is thin and long with 2.5. The head rice rate of export rice was 93.3 ~ 98.4%, which was 95.8% on average, which was higher than that of Chinese Wuchang rice, and similar to that of Japanese, and Taiwanese. The protein content of the export rice was 5.2 ~ 6.2%, which was 5.8% on average, similar to that of Chinese Wuchang rice, Japanese and Taiwanese. Amylose content was 18.5% of the exported rice, which was lower than that of Chinese Wuchang rice and slightly higher than that of Japanese and Taiwanese. The whiteness of the exported Korean rice was 35.6 on the average, lower than 41.8 of Chinese Wuchang rice, and lower than that of Japanese and Taiwanese. The purity of rice variety being exported ranged from 87.5 to 100.0%, which was 96.5% on average. This was much higher than that of Chinese Wuchang rice, while the Japanese and Taiwan rices were similar. The sensory test of rice by the experts, cooked rice of the exported was evaluated to be good for all items such as taste, sticky glutinous, and texture compared to Chinese Wuchang rice.