How heroes can influence your buying behaviour!

Agencies
December 23, 2018

Washington D.C, Dec 23: Ever wondered if heroes and villains can have an impact on what you buy at the grocery store?

The findings of a recent study have just proved that. Professor Tamara Masters of Brigham Young University predicted that vice, or indulgent, foods with hero labels would be more compelling than the same foods shown with villain labels, while healthy, or virtue, foods would be more compelling with villainous labels than hero labels.

In a country battling an obesity epidemic, these findings could inform policy makers who are eager to discourage unhealthy food choices and encourage nutritious eating. Showing healthy food with villains could make nutritious food more exciting, while villain labels on indulgent foods could decrease interest in those foods.

The study abstract was published in the Journal of Consumer Psychology.

“If someone wants an ice cream bar and it is packaged with a hero on the label, the kind and benevolent character makes the indulgent product seem less vice,” Masters said. “But a product that is already healthy, like water, would benefit more from villain labeling because it makes the water seem more edgy and exciting.”

In one experiment, half the participants saw an image of a Fiji bottle of water and half saw an ice cream bar. The description of the water bottle was either “Villainous Spring Water – unforgiving, cunning, and dangerous” or “Heroic Spring Water – patient, courageous, and with integrity.” The ice cream bar also showed one of the two descriptions.

The results revealed that the participants were willing to pay more for the bottled water when it was offered with a villainous label than a heroic label, and they were willing to pay more for the ice cream bar shown with the hero label.

The researchers also tested their hypothesis in the real world by setting up a sampling table for cheese curds in a grocery store. They changed the sign describing the cheese curds throughout the day to show images of either Luke Skywalker or Darth Vader with the words “Healthy and Nutritious” or “Tasty and Decadent.” The participants sampled the cheese curds and then wrote how much they’d be willing to pay for a package of 10 curds.

The data revealed that consumers were willing to pay an average of $3.45 when the curds were described as healthy and nutritious with a picture of Darth Vader, but they would pay only $2.17 with the same description accompanied by an image of Luke Skywalker. Conversely, when the curds were described as tasty and decadent, consumers were willing to pay more when the picture showed Luke Skywalker.

The researchers also studied grocery store sales data to determine if consumers followed the pattern with their purchases. The investigators tracked sales of a vice product, Betty Crocker fruit snacks, that were packaged with either a heroic image of Scooby Doo or a villain from Star Wars. They found that consumers favored the hero labeling with the vice product, with 289 Scooby Doo sales compared to 156 Star Wars sales.

“We see hero and villain labeling everywhere we go, and people don’t realise how they use these labels to justify their buying decisions,” Masters said. “People may want to be healthy and spend less, but they still want something that is exciting, and the right labeling can make this possible.”

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Agencies
June 22,2020

A team of scientists has produced first open source all-atom models of full-length COVID-19 Spike protein that facilitates viral entry into host cells – a discovery that can facilitate a faster vaccine and antiviral drug development.

The group from Seoul National University in South Korea, University of Cambridge in the UK and Lehigh University in the US produced the first open-source all-atom models of a full-length S protein.

The researchers say this is of particular importance because the S protein plays a central role in viral entry into cells, making it a main target for vaccine and antiviral drug development.

"Our models are the first full-length SARS-CoV-2 spike (S) protein models that are available to other scientists," said Wonpil Im, a professor in Lehigh University.

"Our team spent days and nights to build these models very carefully from the known cryo-EM structure portions. Modeling was very challenging because there were many regions where simple modeling failed to provide high-quality models," he wrote in a paper published in The Journal of Physical Chemistry B.

Scientists can use the models to conduct innovative and novel simulation research for the prevention and treatment of Covid-19.

Though the coronavirus uses many different proteins to replicate and invade cells, the Spike protein is the major surface protein that it uses to bind to a receptor.

The total number of global COVID-19 cases was nearing 9 million, while the deaths have increased to over 467,000, according to the Johns Hopkins University.

With 2,279,306 cases and 119,967 deaths, the US continues with the world's highest number of COVID-19 infections and fatalities, according to the CSSE.

Brazil comes in the second place with 1,083,341 infections and 50,591 deaths.

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Agencies
February 4,2020

Despite tremendous advances in treatment of congenital heart disease (CHD), a new global study shows that the chances for a child to survive a CHD diagnosis is significantly less in low-income countries.

The research revealed that nearly 12 million people are currently living with CHD globally, 18.7 per cent more than in 1990.

The findings, published in The Lancet, is drawn from the first comprehensive study of congenital heart disease across 195 countries, prepared using data from the Global Burden of Diseases, Injuries and Risk Factors Study 2017 (GBD).

"Previous congenital heart estimates came from few data sources, were geographically narrow and did not evaluate CHD throughout the life course," said the study authors from Children's National Hospital in the US.

This is the first time the GBD study data was used along with all available data sources and previous publications - making it the most comprehensive study on the congenital heart disease burden to date.

The study found a 34.5 per cent decline in deaths from congenital disease between 1990 to 2017. Nearly 70 per cent of deaths caused by CHD in 2017 (180,624) were in infants less than one year old.

Most CHD deaths occurred in countries within the low and low-middle socio-demographic index (SDI) quintiles.

Mortality rates get lower as a country's Socio-demographic Index (SDI) rises, the study said.

According to the researchers, birth prevalence of CHD was not related to a country's socio-demographic status, but overall prevalence was much lower in the poorest countries of the world.

This is because children in these countries do not have access to life saving surgical services, they added.

"In high income countries like the United States, we diagnose some heart conditions prenatally during the 20-week ultrasound," said Gerard Martin from Children's National Hospital who contributed to the study.

"For children born in middle- and low-income countries, these data draw stark attention to what we as cardiologists already knew from our own work in these countries -- the lack of diagnostic and treatment tools leads to lower survival rates for children born with CHD," said researcher Craig Sable.

"The UN has prioritised reduction of premature deaths from heart disease, but to meet the target of 'ending preventable deaths of newborns and children under 5 years of age,' health policy makers will need to develop specific accountability measures that address barriers and improve access to care and treatment," the authors wrote.

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Agencies
April 4,2020

Washington D.C., Apr 4: While consuming a high-diet salt can result in high blood pressure, a recent study has revealed a link between salt-rich diet and weaker immune system.

The study was conducted under the leadership of the University Hospital Bonn, and the results were published in the journal Science Translational Medicine.

The research was conducted on mice that were fed a high-salt diet. Later, they were found to suffer from much more severe bacterial infections.

Human volunteers who consumed an additional six grams of salt per day also showed pronounced immune deficiencies.

The World Health Organization (WHO) has recommended a maximum amount of five grams of salt a day.

It corresponds approximately to one level teaspoon. In reality, however, many Germans exceed this limit considerably. 

Figures from the Robert Koch Institute suggest that on average men consume ten, and women more than eight grams a day.

This means that we reach for the salt shaker much more than is good for us. After all, sodium chloride, which is its chemical name, raises blood pressure and thereby increases the risk of heart attack or stroke.

"We have now been able to prove for the first time that excessive salt intake also significantly weakens an important arm of the immune system," said Prof. Dr. Christian Kurts from the Institute of Experimental Immunology at the University of Bonn.

This finding is unexpected, as some studies point in the opposite direction. For example, infections with certain skin parasites in laboratory animals heal significantly faster if these consume a high-salt diet.

The study also sheds light on the fact that the skin serves as a salt reservoir.

"Our results show that this generalization is not accurate," emphasized Katarzyna Jobin, lead author of the study.

The body keeps the salt concentration in the blood and in the various organs largely constant. Otherwise important biological processes would be impaired. The only major exception is the skin which functions as a salt reservoir of the body. This is why the additional intake of sodium chloride works so well for some skin diseases.

However, other parts of the body are not exposed to the additional salt consumed with food. Instead, it is filtered out by the kidneys and excreted in the urine.

"We examined volunteers who consumed six grams of salt in addition to their daily intake," said Prof. Kurts. This is roughly the amount contained in two fast-food meals, i.e. two burgers and two portions of French fries.

After one week, from the results, it showed that the immune cells coped much worse with bacteria after the test subjects had started to eat a high-salt diet.

In human volunteers, excessive salt intake also resulted in increased glucocorticoid levels.

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