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
May 10,2020

Washington D.C., May 9: Do the middle age feel much stressful now, and seems to have changed over time, if compared to the life in the 90s? Well, this recent study indicates that it might be true.

The study has signalled to the fact that life may become more stressful majorly for middle-aged people than it was in the 1990s. The researchers reached this analysis even before the novel coronavirus started sweeping the globe.

A team of researchers led by Penn State found that across all ages, there was a slight increase in daily stress in the 2010s compared to the 1990s. But when researchers restricted the sample to people between the ages of 45 and 64, there was a sharp increase in daily stress.

"On average, people reported about 2 percent more stressors in the 2010s compared to people in the past," said David M. Almeida, professor of human development and family studies at Penn State.

"That's around an additional week of stress a year. But what really surprised us is that people at mid-life reported a lot more stressors, about 19 percent more stress in 2010 than in 1990. And that translates to 64 more days of stress a year."

Almeida said the findings were part of a larger project aiming to discover whether health during the middle of Americans' lives has been changing over time.

"Certainly, when you talk to people, they seem to think that daily life is more hectic and less certain these days," Almeida said.

For the study, the researchers collected data from 1,499 adults in 1995 and 782 different adults in 2012.

Almeida said the goal was to study two cohorts of people who were the same age at the time the data was collected but born in different decades. All study participants were interviewed daily for eight consecutive days.

During each daily interview, the researchers asked the participants about their stressful experiences throughout the previous 24 hours.

They asked questions related to arguments with family or friends or feeling overwhelmed at home or work, so and so. The participants were also asked how severe their stress was and whether those stressors were likely to impact other areas of their lives.

"We were able to estimate not only how frequently people experienced stress, but also what those stressors mean to them," Almeida said.

"For example, did this stress affect their finances or their plans for the future. And by having these two cohorts of people, we were able to compare daily stress processes in 1990 with daily stress processes in 2010," Almeida added.

After analyzing the data, the researchers found that participants reported significantly more daily stress and lower well-being in the 2010s compared to the 1990s.

Additionally, participants reported a 27 percent increase in the belief that stress would affect their finances and a 17 percent increase in the belief that stress would affect their future plans.

Almeida said he was surprised not that people were more stressed now than in the 90s, but at the age group that was mainly affected.

"We thought that with economic uncertainty, life might be more stressful for younger adults. But we didn't see that. We saw more stress for people at mid-life," Almeida said.

"And maybe that's because they have children who are facing an uncertain job market while also responsible for their own parents. So it's this generational squeeze that's making stress more prevalent for people at mid-life," he concluded.

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Agencies
January 12,2020

Washington D.C., Jan 12: Disruption in one night's sleep can lead to getting Alzheimer's disease, a recent study has stated.

The interruption in the sound sleep for a single night aggravates the level of tau protein in any young male's body, thus gives rise to the chances of developing the disease.

According to CNN, the report was published on Wednesday in neurology, the medical journal of the American Academy of Neurology.

"Our study focuses on the fact that even in young, healthy individuals, missing one night of sleep increases the level of tau in blood suggesting that over time, such sleep deprivation could possibly have detrimental effects," says study author Dr Jonathan Cedernaes, a neurologist at Uppsala University in Sweden.

As defined by the Alzheimer's Association, tau is the name of a protein that helps in stabilizing the internal structure of the brain's nerve cells. An abnormal build-up of tau protein in the body can end up in causing interior cells to fall apart and eventually developing Alzheimer's.

"When you get more of that deep sleep and you get the REM sleep in the normal amounts, that improves clearance of abnormal proteins which we think is good," said Mayo Clinic neurologist Dr Donn Dexter, not the study author but a fellow of the American Academy of Neurology.

Earlier studies have also shown that getting deprived of sleep can allow higher tau development and accumulation. Thus that poor sleep can hasten the development of cognitive issues.

Researchers caution that the study is small and inconclusive, and acknowledged they were not able to determine what the increased levels might mean.

"This study raises more questions than answers," agreed Dexter on a concluding note, sharing, "What this is telling us is that we have to dig more deeply. Despite something we do for a third of our lives, we know so little about sleep and we're learning every day, particularly when it comes to sleep and dementia."

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Agencies
February 11,2020

Using smartphone for long hours every day may do you more harm than you can probably think of. Researchers have found that spending a lot of time with the device and on social media may lead to mental distress and suicidality among adolescents.

The findings, published in the journal CMAJ (Canadian Medical Association Journal) contains guidance for physicians, parents and teachers on how to help teenagers manage smartphone and social media use for a healthy balance between sleep, academic work, social activity, interpersonal relationships and online activity.

"Physicians, teachers and families need to work together with youth to decrease possible harmful effects of smartphones and social media on their relationships, sense of self, sleep, academic performance, and emotional well-being," said lead author of the study Elia Abi-Jaoude from Toronto Western Hospital in Canada.

This review of evidence, led by the Hospital for Sick Children (SickKids), focuses on smartphone use and does not consider online gaming.

"For adolescents today, who have not known a world without social media, digital interactions are the norm, and the potential benefits of online access to productive mental health information -- including media literacy, creativity, self-expression, sense of belonging and civic engagement -- as well as low barriers to resources such as crisis lines and Internet-based talking therapies cannot be discounted," the authors wrote.

The researchers recommend that doctors should ask teenagers to reduce social media use rather than eradicate it completely and encourage parents to be part of the conversations.

Parents should discuss appropriate smartphone use with teenagers to determine together how to reduce risks and set boundaries.

A recent poll from the US indicates that 54 per cent of teenagers think they spend too much time on their smartphones and about half said they were cutting back on usage.

"Encouragingly, youth are increasingly recognising the negative impact of social media on their lives and starting to take steps to mitigate it," the authors wrote.

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