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Advances in neuromarketing and improved understanding of consumer behaviour: analysing tool possibilities and research trends
Get PDFNeuromarketing, an emerging subject and generating diverse body of knowledge in the extant literature, this study aims to present qualitative and quantitative knowledge of the neuroscientific domain by analysing the application of various neuromarketing tools and techniques in conducting the research studies. This paper comprises a systematic review of 61 journal articles combined with bibliometric analysis of 577 peer-reviewed journal articles following the PRISMA framework, employing content analysis and keyword co-occurrence analysis. The comprehensive analysis presented a research profile illustrating chronological trends in neuromarketing research and discovered potential new domains, demonstrating explored and unexplored practical utility in neuromarketing. The results highlight the application of Functional Magnetic Resonance Imaging (fMRI), eye-tracking, and neural networks for data analysis as prospective areas in neuroscientific research. An overview of existing neuroscientific tools was presented based on the user context and research outcomes, outlining their benefits and limitations, along with ethical concerns. A theoretical framework was proposed to illustrate the neuromarketing effect on consumer behaviour, suggesting potential areas for future investigation. The findings of the study will be of interest to scholars and marketers in providing the insights on various neuro tools and techniques, and its significant role in decision-making, such comprehension may improve marketing effectiveness
Rethinking the marketing mix: a Gecko Kids dilemma in the digital era
Get PDFLearning outcomes
Through analysis and discussion of the case study, students should be able to understand the marketing mix concept in the context of the retail industry, analyse how the adoption of new media such as social media transforms the elements of the marketing mix and evaluate the marketing mix strategies and their influence on future buying behaviours.
Case overview/synopsis
Founded in 2012, “Gecko Kids” is a designer clothing brand based in Mauritius, renowned for its vibrant and playful designs catering to children's fashion and lifestyle. Inspired by the lively spirit of Mauritius, Gecko Kids offers a diverse range of clothing and accessories designed to ignite children's imaginations and celebrate their sense of adventure. In addition to its captivating designs, Gecko Kids, under the leadership of its lead designer, Varnee Moodely, is committed to sustainability, using organic and ethically sourced materials wherever possible. Through responsible manufacturing processes and partnerships with local artisans, the brand strives to minimise its environmental footprint while supporting the communities that inspire its creations. After 32 years in operation, the brand finds itself struggling with challenges stemming from its current marketing mix strategy. This case study delves into the brand’s struggles across the 4Ps – product, price, place and promotion – and explores potential solutions, especially in the 21st century where most companies are adopting digital marketing strategies. Can the company rectify the repercussions of an inadequate marketing plan to sustain the Gecko Kids brand as a thriving local Mauritian entity?
Complexity academic level
This case study is suitable for undergraduate-level programmes in marketing.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS 8: Marketing
Associations between physical characteristics and golf clubhead speed: a systematic review with meta-analysis
Get PDFBackground: Historically, golf does not have a strong tradition of fitness testing and physical training. However, in recent years, both players and practitioners have started to recognise the value of a fitter and healthier body, owing to its potential positive impacts on performance, namely clubhead speed (CHS).
Objectives: The aim of this meta-analysis was to examine the associations between CHS (as measured using a driver) and a variety of physical characteristics.
Methods: A systematic literature search with meta-analysis was conducted using Medline, SPORT Discus, CINAHL and PubMed databases. Inclusion criteria required studies to have: 1) determined the association between physical characteristics assessed in at least one physical test and CHS, 2) golfers of any skill-level but had to be free from injury, and 3) been peer-reviewed and published in English language. Methodological quality was assessed using a modified version of the Downs and Black Quality Index tool and heterogeneity assessed via the Q statistic and I2. To provide summary effects for each of the physical characteristics and their associations with CHS, a random effects model was used where z-transformed r values (i.e., zr) were computed to enable effect size pooling within the meta-analysis.
Results: Of the 3039 studies initially identified, 20 were included in the final analysis. CHS was significantly associated with: lower body strength (zr = 0.47 [95% confidence intervals {CI}: 0.24, 0.69]), upper body strength (zr = 0.48 [95% CI: 0.28, 0.68]), jump displacement (zr = 0.53 [95% CI: 0.28, 0.78]), jump impulse (zr = 0.82 [95% CI: 0.63, 1.02]), jumping peak power (zr = 0.66 [95% CI: 0.53, 0.79]), upper body explosive strength (zr = 0.67 [95% CI: 0.53, 0.80]), anthropometry (zr = 0.43 [95% CI: 0.29, 0.58]), muscle capacity (zr = 0.17 [95% CI: 0.04, 0.31]), but not flexibility (zr = -0.04 [95% CI: -0.33, 0.26]) or balance (zr = -0.06 [95% CI: -0.46, 0.34]).
Conclusions: The findings from this meta-analysis highlight a range of physical characteristics are associated with CHS. Whilst significant associations ranged from trivial to large, noteworthy information are that jump impulse produced the strongest association, upper body explosive strength showed noticeably larger associations than upper body strength, and flexibility was not significant. These findings can be used to ensure practitioners prioritise appropriate fitness testing protocols for golfers
The tomato variety affects the survival of Shigella flexneri 2a in fruit pericarp
Get PDFThe presence of enteric pathogens in produce can serve as a significant means of transmitting infections to consumers. Notably, tomatoes, as a type of produce, have been implicated in outbreaks caused by various human pathogens, such as Salmonella enterica and pathogenic Escherichia coli. However, the survival characteristics of Shigella spp. in tomatoes have not been thoroughly investigated. In this study, we assess the survival of S. flexneri 2a in two distinct varieties of post-harvested tomatoes. S. flexneri 2a was used to inoculate both regular-sized Vine tomatoes and cherry-type Mini Plum tomatoes. Our findings reveal no significant difference in Shigella survival in the pericarp of both varieties on day 2 post-inoculation. However, a significant disparity emerges on day 6, where all recovered Shigella colonies exclusively belong to the Mini Plum variety, with none associated with the Vine type. When Shigella was inoculated into the locular cavity (deep inoculation), no significant difference between varieties was observed. Additionally, we investigate the potential role of the SRL pathogenicity island (SRL PAI) in the survival and fitness of S. flexneri 2a in post-harvested tomatoes. Our results indicate that while the SRL PAI is not linked to the survival of the strains in tomatoes, it does impact their fitness. These findings underscore the variability in Shigella strains’ survival capabilities depending on the tomato variety, highlighting the importance of understanding Shigella ecology beyond the human host and identifying molecular determinants influencing bacterial survival to mitigate the risk of future outbreaks. The significance of this data on Shigella persistence in fresh vegetables should not be underestimated, as even a small number of Shigella cells can pose a threat to the health of individuals
Lower and upper body isometric strength in climbers: reliability and associations with an assessment of climbing performance
No full textThe aims of this study were to: a) investigate reliability of a unilateral maximal isometric finger and pull strength test, isometric mid-thigh pull (IMTP) and intermittent-fatiguing strength test in intermediate (INT) and advanced (ADV) climbers; b) determine the differences in physical test performance and total score of athleticism (TSA) scores between INT and ADV climbers; c) determine the associations between such physical tests and the intermittent-fatiguing strength test. Sixty-nine climbers (INT = 35, ADV = 34) performed the physical tests, with reliability scores ranging from good to excellent (INT: coefficient of variation (CV) = 6.4 to 9.2%, intraclass correlation coefficient (ICC) = 0.81 to 0.94; ADV: CV = 6.1 to 8.4%, ICC = 0.87 to 0.95). Moderate to large differences were observed in favour of the ADV group in each test (g = 0.70 to 1.09; % difference = 5.09 to 203.30%; p < 0.05), including IMTP (g = 0.71; % difference = 14.17%; p < 0.05) and in the composite score (TSA) (g = 0.77; % difference = 203.30%; p < 0.05). There were moderate to strong significant correlations between intermittent-fatiguing strength test and finger strength test (r = 0.69 to 0.71) and IMTP (r = 0.64) in the INT group. In the ADV group, the intermittent-fatiguing strength test was significantly moderately to strongly associated with finger strength test (r = 0.63 to 0.73), pull strength test (r = 0.66 to 0.67), and IMTP (r = 0.73). Thus, performance tests differed between INT and ADV climbers and finger strength moderately to strongly correlates with an intermittent-fatiguing strength test. Our findings suggest climbers' training programs should improve upper limb pulling capacity and finger flexion force outputs
Neurodivergence acceptance in midwifery education - Toolkit
No full textIn this session, the speakers will be presenting the work undertaken by a stakeholder group to develop a new neurodivergence acceptance toolkit for midwifery education
Generating data in an intelligent environment and systematically predicting user activity via bluetooth low energy beacons and machine learning
Get PDFThe field of Intelligent Environments is experiencing an upward growth trajectory. This investigation delves into the state-of-the-art technology associated with the Smart Spaces Lab at Middlesex University London, specifically its Bluetooth Low Energy beacons. This enables User Data Generation enabling applications including User insight generation and Activity Recognition via Machine Learning algorithms
Food portion sizes: trends and drivers in an obesogenic environment
Get PDFThe prevalence of overweight and obesity in children and adults has increased worldwide. A strong environmental factor contributing to the obesity epidemic is food portion size (PS). This review evaluates the current evidence linking food PS to obesity, examines the effects of PS on energy intake (EI), and discusses the drivers of food PS selection. The leading causes of the rise in PS include globalisation, intensive farming methods, the impact of World War II, due to shortage of staple foods, and the notion of ‘waste not, want not’. Large PS of energy-dense foods may stimulate overconsumption, leading to high EI levels. However, the studies have not shown a cause-and-effect relationship, due to confounding factors. Important mechanisms explaining the attractiveness of larger PS leading to higher EI levels are value for money, portion distortion, labels on food packaging, and tableware. Consumers depend on external rather than internal PS cues to guide consumption, irrespective of satiety levels. Further research is recommended on food consumption patterns to inform policymakers and provide information and insights about changes in diet
Carbon media legitimacy in UK companies: actions or words?
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This study investigates whether carbon media legitimacy is influenced by carbon performance and/or carbon disclosure using a direct measure of carbon media legitimacy in UK context.
Design/methodology/approach
To test this study's hypotheses, the authors employ Tobit regression analysis of 95 UK companies listed in FTSE350. The authors use balanced panel data (475 observations in total) to reduces the noise introduced by unit heterogeneity.
Findings
The authors find that while corporate carbon performance is not reflected in carbon media legitimacy, carbon media legitimacy is positively and significantly affected by voluntary carbon disclosure (irrespective of its quality). Thus, voluntary carbon disclosure is shown to be an effective tool in legitimising corporate activities.
Research limitations/implications
The results show a certain degree of naivety on the part of the media in assessing corporate carbon behaviour, since it values carbon disclosure (irrespective of its quality) more than carbon performance. Such media behaviour may hinder future improvement in carbon performance of firms.
Practical implications
This study's results indicate that the existing UK carbon disclosure policy does not address the heart of climate change and global warming. Thus, tougher regulations should be considered by policy-makers in relation to voluntary carbon disclosure in the UK.
Originality/value
To the best of the authors' knowledge, this is the first study to examine whether carbon media legitimacy is associated with both carbon performance and carbon disclosure using a direct measure of carbon media legitimacy, and to use the UK context when addressing this association. It also examines the effectiveness of quality of carbon disclosure as legitimation tool
Women returning to work: what can we learn from mothers’ stories about 'keeping in touch days' during maternity leave? A narrative inquiry to aid the development of relevant psychotherapeutic approaches
Get PDFThis research is set within the wider context of mothers who also work and focuses on six mothers who have returned to work using Keeping in Touch (KIT) Days. KIT Days were introduced by the United Kingdom Government in 2006 as a way for women to return to work following their maternity and they are optional for both the company and the mother (United Kingdom Government, 2006c). Both parties must agree to them in advance of their use.
Pilot doctoral research conducted by Hampson (2021) indicated that the KIT Days were not delivering the intended benefits to the returnees. Informed by this study, the current research employs a Narrative Inquiry methodology, through interviews and follow-up interviews with six participants. The interviewees include three first-time mothers and three mothers with more than one child. All were in heterosexual relationships at the time of the KIT Days. One participant is Black British, another Mediterranean and there are four White British mothers.
In comparing the women’s stories, the results differentiated the use of the KIT Days, compared the experiences of the women and considered the similarities. KIT Day usage ranged from an employer assuming it to be an early return to their job, one employer allocating a difficult project and even an employer declaring that a mother’s role had changed so significantly, that it precipitated a job search on that mother’s first KIT Day. Four predominant themes arose from the research, relating to ‘Emotions’, ‘Support’, ‘Change’ and ‘Self-identity’.
A resulting product of this research is a survey of mothers’ experiences of KIT Days that will be used, and continue to be refined, in commercial and private practice environments. The survey has already been tested (with 117 responses), having leveraged the Narrative Inquiry research insights in its creation. In the future, tailored versions of the survey can be produced at a company level and become a publicly available product, for mothers, companies and therapists, to aid the psychological readiness of mothers to re-enter the workplace