Bøger udgivet af Sudwestdeutscher Verlag Fur Hochschulschriften AG

Across five studies, this paper develops guidelines for selecting endorser faces for established brands by investigating the roles of holistic types of faces and mode of exposure (simultaneous vs. sequential presentation of face-brand) in the generation of brand personality impressions and emotion that guide consumer behavior. Study 1 identifies holistic face types that emerge from unique combinations of anatomical features and Study 2 links these types to generic personality trait impressions. Study 3 [Study 4] shows that the transfer from face-based to brand-based trait inferences is stronger with the simultaneous [sequential] presentation of face and brand that match [mismatch] on personality traits demonstrating an assimilation [contrast] boost effect. Study 5, which combines behavioral with brain imaging methodology, confirms that the assimilation boost effect, not the contrast boost effect, is reflected in the activation of the cingulate gyrus, a brain area that emotionally triggers brand choice. Guidelines focus on how managers can boost trait inferences and stimulate behavior by coordinating the brand's personality with specific holistic face types and sequence of exposure.

Split hand/split foot malformation (SHFM) is a mostly dominantly inherited congenital limb malformation. Until now, five genetic loci have been identified that contribute to the development of SHFM. Currently, TP63 mutation analysis (SHFM4) is the routine diagnostic test for SHFM. However, there are indications that the frequency of SHFM3 is substantially higher than that of SHFM4. So far, estimations of the frequency of the five known SHFM loci have not been made based exclusively on phenotype. In this study, 28 SHFM patients were analysed using array CGH, MLPA and qPCR to detect copy number variations at the five known genetic loci. TP63-positive patients were excluded. In our cohort, the frequency of SHFM3 was 25% (7/28). This result confirms our hypothesis that the frequency of SHFM3 in SHFM patients is substantially high and, in fact, about two times higher than the frequency of SHFM4, which is 10-15%. Therefore I recommend that in clinical practice patients with isolated SHFM should primarily be tested for copy number changes at the SHFM3 locus.