• Journal of Global Scholars of Marketing Science
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• v.20 no.3
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• pp.231-238
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• 2010

The anthropomorphism of brands, defined as seeing human beings in brands (Puzakova, Kwak, and Rosereto, 2008) is the focus of this study. Specifically, the research objective is to understand the ways in which brands are rendered humanlike. By analyzing consumer readings of stories found on food product packages we intend to show how marketers and consumers humanize a spectrum of brands and create meanings. Our research question considers the possibility that a single brand may host multiple or single meanings, associations, and personalities for different consumers. We start by highlighting the theoretical and practical significance of our research, explain why we turn our attention to packages as vehicles of brand meaning transfer, then describe our qualitative methodology, discuss findings, and conclude with a discussion of managerial implications and directions for future studies. The study was designed to directly expose consumers to potential vehicles of brand meaning transfer and then engage these consumers in free verbal reflections on their perceived meanings. Specifically, we asked participants to read non-nutritional stories on selected branded food packages, in order to elicit data about received meanings. Packaging has yet to receive due attention in consumer research (Hine, 1995). Until now, attention has focused solely on its utilitarian function and has generated a body of research that has explored the impact of nutritional information and claims on consumer perceptions of products (e.g., Loureiro, McCluskey and Mittelhammer, 2002; Mazis and Raymond, 1997; Nayga, Lipinski and Savur, 1998; Wansik, 2003). An exception is a recent study that turns its attention to non-nutritional packaging narratives and treats them as cultural productions and vehicles for mythologizing the brand (Kniazeva and Belk, 2007). The next step in this stream of research is to explore how such mythologizing activity affects brand personality perception and how these perceptions relate to consumers. These are the questions that our study aimed to address. We used in-depth interviews to help overcome the limitations of quantitative studies. Our convenience sample was formed with the objective of providing demographic and psychographic diversity in order to elicit variations in consumer reflections to food packaging stories. Our informants represent middle-class residents of the US and do not exhibit extreme alternative lifestyles described by Thompson as "cultural creatives" (2004). Nine people were individually interviewed on their food consumption preferences and behavior. Participants were asked to have a look at the twelve displayed food product packages and read all the textual information on the package, after which we continued with questions that focused on the consumer interpretations of the reading material (Scott and Batra, 2003). On average, each participant reflected on 4-5 packages. Our in-depth interviews lasted one to one and a half hours each. The interviews were tape recorded and transcribed, providing 140 pages of text. The products came from local grocery stores on the West Coast of the US and represented a basic range of food product categories, including snacks, canned foods, cereals, baby foods, and tea. The data were analyzed using procedures for developing grounded theory delineated by Strauss and Corbin (1998). As a result, our study does not support the notion of one brand/one personality as assumed by prior work. Thus, we reveal multiple brand personalities peacefully cohabiting in the same brand as seen by different consumers, despite marketer attempts to create more singular brand personalities. We extend Fournier's (1998) proposition, that one's life projects shape the intensity and nature of brand relationships. We find that these life projects also affect perceived brand personifications and meanings. While Fournier provides a conceptual framework that links together consumers’ life themes (Mick and Buhl, 1992) and relational roles assigned to anthropomorphized brands, we find that consumer life projects mold both the ways in which brands are rendered humanlike and the ways in which brands connect to consumers' existential concerns. We find two modes through which brands are anthropomorphized by our participants. First, brand personalities are created by seeing them through perceived demographic, psychographic, and social characteristics that are to some degree shared by consumers. Second, brands in our study further relate to consumers' existential concerns by either being blended with consumer personalities in order to connect to them (the brand as a friend, a family member, a next door neighbor) or by distancing themselves from the brand personalities and estranging them (the brand as a used car salesman, a "bunch of executives.") By focusing on food product packages, we illuminate a very specific, widely-used, but little-researched vehicle of marketing communication: brand storytelling. Recent work that has approached packages as mythmakers, finds it increasingly challenging for marketers to produce textual stories that link the personalities of products to the personalities of those consuming them, and suggests that "a multiplicity of building material for creating desired consumer myths is what a postmodern consumer arguably needs" (Kniazeva and Belk, 2007). Used as vehicles for storytelling, food packages can exploit both rational and emotional approaches, offering consumers either a "lecture" or "drama" (Randazzo, 2006), myths (Kniazeva and Belk, 2007; Holt, 2004; Thompson, 2004), or meanings (McCracken, 2005) as necessary building blocks for anthropomorphizing their brands. The craft of giving birth to brand personalities is in the hands of writers/marketers and in the minds of readers/consumers who individually and sometimes idiosyncratically put a meaningful human face on a brand.

• Journal of the Korean Society of Food Science and Nutrition
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• v.37 no.11
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• pp.1415-1421
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• 2008

Preventive effects of 3-(4'-hydroxyl-3',5'-dimethoxyphenyl)propionic acid (HDMPPA), an active compound in Korean cabbage kimchi with anti-atherogenic effects, on the accumulation of lipids in the vital organs of $apoE^{(-/-)}$ mice fed atherogenic diet (AD) were studied. Each group of 10 mice was fed AD for 8 weeks with intraperitoneal injection of either HDMPPA (1 mg HDMPPA/100 g BW/day) or phosphate buffered saline as a vehicle. The organs used for this study were liver, kidney, spleen, lung, testis, and brain. Total cholesterol (TC) concentration of lung was the highest followed by spleen and brain. TC level for the liver was the lowest. In contrast to the results of TC, triglyceride (TG) concentration in the liver was the highest followed by kidney and testis. $ApoE^{(-/-)}$ mice did not have any problem uptaking chylomicron remnant by the liver which carries an extra TG after delivering it to the adipose tissue. HDMPPA retarded TC and TG accumulations in the vital organs. Thiobarbituric acid reactive substances (TBARS) in the brain and spleen were the highest and that in the testis were the lowest. Poly-unsaturated fatty acids in the brain and activated peroxisome in the spleen might be responsible for high TBARS levels in these organs. The greatest antioxidant effect of HDMPPA against lipid peroxidation was observed in the spleen, showing 21.47% decrease. The most noticeable effect of HDMPPA was observed in glutathione (GSH) level. GSH levels of six organs in the HDMPPA group were significantly higher than those of the control group. GSH-peroxidase activity was negatively related to GSH level of the organs except liver and spleen. In conclusion, HDMPPA from Korean cabbage kimchi inhibits the lipid accumulation as well as increases the antioxidant status in the vital organs of $apoE^{(-/-)}$ mice fed an atherogenic diet.

• Journal of the Korean Society of Food Science and Nutrition
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• v.37 no.6
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• pp.701-707
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• 2008

Antidiabetic effect of Korean red ginseng (RG) processed by puffing in streptozotocin (STZ)-induced diabetic (DM) rats was investigated. Five week-old SD rats were divided into four groups; normal control (NC) group, DM group, red ginseng (RG) group and puffed red ginseng (PG) group. The RG and PG groups were orally provided with RG or PG dissolved in water (500 mg/kg) respectively for seven weeks after single injection of STZ (50 mg/kg, i.v.) followed by identification of DM. NC group received saline vehicle instead of STZ. At the end of feeding of RG or PG, the changes of fasting blood glucose, serum insulin and amylase level and serum lipid profiles were evaluated. Also, oral glucose tolerance test (OGTT), comet assay and histopathological examination were performed. At 7th week, the fasting blood glucose levels of the RG and PG groups were reduced compared to the DM group by 11.54% and 20.22%, respectively. The result of OGTT did not show significant differences among DM and two red ginseng groups. While serum insulin and TG levels were predominantly improved in PG group (p<0.05), serum amylase level was increased in RG group. Alkaline comet assay for checking the oxidative damage of DNA showed that TL (tail length, ${\mu}m$) and TM (tail moment) in the blood lymphocyte of PG group significantly decreased in contrast with DM group. Histopathological results of pancreas showed that destruction of exocrine as well as endocrine might be cured by the administration of RG and PG. These results suggest that PG could exert more protection against STZ-induced toxicity than RG group.

• Journal of the Korean Society of Food Science and Nutrition
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• v.35 no.10
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• pp.1349-1355
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• 2006

This study was conducted to investigate the effect of methanol extract of Allomyrina dichotoma larva (MEAL) on carbon tetrachloride $(CCl_4)-induced$ hepatotoxicity in mice. ICR mice were divided into 5 groups [Vehicle control, $CCl_4\;(10{\mu}g/g)$ alone, $CCl_4$ plus a low dose $(50{\mu}g/g)$ of MEAL, $CCl_4$ plus a high dose $(100{\mu}g/g)$ of MEAL]. Silymarin $(2{\mu}g/g)$ was used as the reference in the experiment. Administration of MEAL tended to decrease the serum alanine transaminase (ALT) activity induced by $CCl_4$ treatment in mice. Hepatic concentration of thiobarbituric acid-reactive substances (TBARS) in a high-dose group of diet decreased to the level of silymarin-treated group. Hepatic activity of glutathione S-transferase in MEAL-treated group was lower than that of $CCl_4-treated$ group. Serum concentration of bilirubin was significantly increased by $CCl_4$ treatment, but MEAL or silymarin recovered the level. These results suggest that MEAL may exert the protective effect against $CCl_4-induced$ hepatotoxicity in mice. However, more intensive studies would be needed to elucidate the protective mechanism of the beetle on hepatotoxicity of mice.

• Korean Journal of Plant Resources
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• v.25 no.6
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• pp.657-663
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• 2012

Muscle strength and endurance activities of Korean ginseng (Panax ginseng C. A. Meyer; KG) were compared with those of wild simulated cultivation ginseng (WCG) in mice. Fifty male ICR mice were divided into five groups: A (vehicle); B (WCG 100 mg/kg); C (WCG 500 mg/kg); D (KG 100 mg/kg); E (KG 500 mg/kg). Subsequently, the mice were subjected to the forced swimming test (FST) and treadmill test at the $4^{th}$ and $7^{th}$ weeks. The glycogen content in the muscle and blood analysis (levels of glucose, triglyceride (TG), IGF-1) were also performed immediately after the last FST and treadmill test at the $7^{th}$ week. Immobility times in FST were shorter in WCG- than KG-treated groups, and the results of the treadmill tests were also significant except for KG-treated at 100 mg/kg. The glycogen content was increased in both groups with a peak at 500 mg/kg of WCG groups. Serum concentrations of TG and glucose were decreased by administration of KG and WCG and all treated groups showed increase in the level of IGF-1 in serum. These results suggest that KG and WCG supplementations are effective in escalating the muscle strength and endurance.

• Journal of the East Asian Society of Dietary Life
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• v.13 no.6
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• pp.501-513
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• 2003

This study was conducted to investigate the relationship between general characteristics and the eating-out behaviors of 643 male/female industrial workers. The results of the study was summarized as follows. 1. The frequency rate of eating-out was higher for male than female, college graduates than high school graduates, high income earner than low income earner, and unmarried than married(p<0.05). 2. Average cost for eating-out was higher for male than female, for high educated and high income earner than low educated person. Age, married or not, personal health conditions and BMI, however, didn't make any difference in the average cost for eating-out. 3. Reasons fur eating-out was very different due to gender, age, degree of education income rate, married or not, BMI(p<0.05) but basically eating-out was due to get together with friends or colleagues. Also, people who thought they were not in good health answered that they did not eat-out in any conditions. Overweighted people ate out more often than normal or under-weighted people. 4. The method in gathering information about eating-out was different according to the level of education and whether married or not. On the other hand, gender, age, income rate, personal health condition and BMI did not make a big difference in its method. However, most People who Participated in the survey gathered information from people around them, such as friends/colleagues. 5. Taste was the most important factor in deciding the actual eating-out restaurant among the respondents and gender, age, level of education, married or not also made significant differences (p<0.05). 6. Besides personal health conditions and BMI, all the general characteristics including age made significant differences in selecting the most frequently visited restaurant. 7. Besides the personal health conditions, the transportation vehicle was different due to gender, age, level of education, income rate, married or not and BMI. As seen from the results, the eating-out behaviors mostly differed due to general characteristics. In order to searching for a new eating-out market, the general characteristics and the trend of the target customers has to be analyzed to activate the eating-out industry. In addition the need for highly nutritional food with low calorific value has to be emphasized along with the taste.

• Environmental and Resource Economics Review
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• v.26 no.2
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• pp.173-203
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• 2017

The existence of rebound effect from road extension in Korea has been quantitatively verified using cross-sectional, time series data on four major cities - Seoul, Busan, Daegue and Incheon - between 2000 and 2013. The linear mixed effects model was constructed from six variables: total vehicle miles traveled (VMT), road extension, public transport users, gross regional domestic product (GRDP), regional population and fuel consumption. The main results can be summarized as VMT is positively correlated to road extension while negatively with public transport users. It indicates that the road extension-centered "supply-side" transportation policy induces "additional travel" and create "generated traffic" by enhancing driving efficiencies directly, or degrading other transport modes indirectly. Hence, the ultimate goal of road congestion reduction requires public transport-centered "demand management" rather than current supply-side policies.

• Toxicological Research
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• v.21 no.1
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• pp.23-29
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• 2005

A developmental study of CONP01, a new antiarthritic agent, was conducted in Sprague-Dawley rats. Dosage of CONP01 0, 111, 333, and 1000 mg/kg/day were administered to dams orally from day 6 to day 16 of gestation. Two-third of dams per group were subjected to caesarean section on day day 20 of pregnancy for examination of their fetuses, and the remaining one-third of dams per group were allowed to deliver naturally for postnatal examination of their offspring. There was no change in the dams body weights, food consumptions, specific clinical sings and gross findings. There was significant decrease only in the absolute and relative weights of right ovary in 111 mg/kg treatment group, when compared with the vehicle control, whereas other organ weights were not changed. Moreover, no increase in the frequencies of external, visceral and skeletal malformation of fetuses were observed in the treated groups. These results suggest that the oral NOAEL (no observed adverse effect level) of CONP01 may be over 1,000 mg/kg in dams and fetuses of rats.

• Toxicological Research
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• v.25 no.3
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• pp.132-139
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• 2009

The toxicity test of ammonium persulfate was conducted to ensure of its potential toxic effects according to the single-dose acute oral toxicity study (OECD Guideline 423) and 90-day repeated dose sub-chronic oral toxicity study guideline (OECD Guideline 408) for establishing national chemical management system, and matching in the Globally Harmonized Classification System (GHS) category. In acute oral toxicity study, pasty stool, perineal contamination and temporary body weight decrease were observed after dosing 1st and 2nd challenge (300 mg/kg body weight). All test animals were dead within 6 hours after dosing at 3rd challenge (2000 mg/kg body weight). Therefore, the GHS class of test substance is considered class 4. In sub-chronic toxicity study, body weight changes, food consumptions, hematological, biochemical and pathological examination did not show any noticeable and significant differences between the administered (5, 20, 80 mg/kg body weight) and control (vehicle only) group animals. Based on these results, the no observed adverse effect level (NOAEL) is considered above 80 mg/kg body weight.

• Journal of Physiology & Pathology in Korean Medicine
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• v.27 no.2
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• pp.183-188
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• 2013

Ultraviolet (UV) B irradiation induces the production of matrix metalloproteinases (MMPs), which are responsible for the degradation or synthesis inhibition of collagenous extracellular matrix in connective tissues, causing skin photoaging. In this study, we examined the inhibitory effect of MMP-1 expression of yam extract in tumor necrosis factor-alpha (TNF-${\alpha}$)-stimulated human dermal fibroblast neonatal (HDFn) cell and preventive effect of UVB-induced damage in hairless mice skin. The synthesis of procollagen and the release of MMP-1 in HDFn cells were measured by EIA kit and MMP-1 assay kit, respectively. UVB radiation was applied to the backs of the mice three times a week for 8 weeks. Mice were randomly divided into three groups, and were topical application with the Dioscorea batatas (DB, 6%) or vehicle. Reduction of TNF-${\alpha}$-induced procollagen synthesis was increased by DB (50 ug/ml), which was higher than positive control group (TGF-${\beta}$). Also, pre-treatment of HDFn cells with DB inhibited TNF-${\alpha}$-induced release of MMP-1. In vivo study, we found that preventive effect of DB against UV-induced epidermal thickness. DB suppressed the expression of MMP-3 and MMP-13 induced by UVB irradiation. Our results show that DB have preventive effect of UV-induced skin damage in hairless mice.