Urinalysis of Four Urine Samples

Urinalysis of Four Urine Samples Urinalysis Practical Background: As you have learned, the urinary system performs many vital functions in the body including: Regulating blood volume and pressure by regulating water excretion, Regulating plasma ion/solute concentrations by adjusting urine composition, Assisting blood pH stabilisation, Removing nitrogenous waste, Conserving water and important nutrients and Assisting the liver in detoxifying poisons. Therefore, analysing a sample of urine from a person can provide important information on the health of that person. Urinalysis can reveal diseases such as diabetes mellitus, urinary tract infections and renal (kidney) infections such as glomeronephritis and kidney stones (renal calculi). A medical professional may perform a urinalysis for several reasons: As a general health check-up, Diagnosing metabolic or systemic diseases that affect renal function (heart failure will lead to decreased blood flow to the kidneys, pre-eclampsia during pregnancy will lead to increased protein in the urine), Diagnosis of endocrine disorders e.g. infertility (low levels of FSH and/or LH), Diagnosis of urinary system disease, Monitoring of glucose levels in patients with diabetes, Testing for pregnancy (hCG levels secreted by the embryo), Screening for drug use. Urinalysis is a technique involving physical, chemical and microscopic analyses of a sample of urine. Physical parameters: Normal urine is a clear yellow colour due to the presence of uribilin. Abnormal urine may be dark orange, red or brown and cloudy in appearance. This can be due to the presence of red and/or white blood cells or pigments and may indicate a urinary tract or renal infection or disease, liver or gall bladder disease. Normal urine has a specific gravity of between 1.002 – 1.028 (this is a measure of the number of particles/solutes in the urine, its concentration). A urine sample that has an elevated specific gravity can indicate dehydration, diarrhea/vomiting, glucosuria, inappropriate ADH secretion. A diminished specific gravity may indicate such diseases as renal failure or pyelonephritis. Chemical parameters: The chemical analysis of urine is routinely performed using an inexpensive and relatively accurate dipstick test (Uristix from Bayer or other brands). The test uses a reagent-coated plastic stick that is placed or dipped into the urine sample. The reagent areas change colour according to the presence of glucose and/or protein. (a) Figure 1. Colour chart (a) for determination of glucose and/or protein.   Ã‚   The glucose test on the dipstick is based on a double sequential enzyme reaction. One enzyme, glucose oxidase, catalyses the formation of gluconic acid and hydrogen peroxide from the oxidation of glucose (if present in the urine). A second enzyme, peroxidase, catalyses the reaction of hydrogen peroxide with a potassium iodide chromogen to oxidise the chromogen to colours ranging from green to brown. Normal urine has less than 0.1% glucose concentration. The protein test on the dipstick is based on the protein-error-of-indicators principle. At a constant pH, the development of any green colour is due to the presence of protein. Colours range from yellow for ‘negative’ through yellow-green and green to green-blue for ‘positive’ reactions. Normal urine has a protein concentration of less than 100  µg/ml. Although the dipstick test is semi-quantitative, significantly more accurate levels of glucose and protein can be determined by other means. In this practical you will use a BCA Assay (discussed later) to quantify the amount of protein present in a sample of urine. Urinalysis may also include assaying for levels of ketones (an indicator of diabetic ketosis, fasting or starvation), blood cells (indicating infection or kidney stones), bilirubin (liver or gall bladder disease), drugs and many other substances. Microscopic parameters: The urine sample can also be analysed by a microscope, often after staining to reveal any pathogens such as bacteria, urine crystals, cells and/or mucous. The presence of any of these may indicate infection or disease and further medical investigation will provide a thorough diagnosis. Aim: The aim of this practical is to perform glucose and protein urinalysis techniques on five samples of ‘urine’ provided by five ‘patients’ and use this information to provide an initial diagnosis for each patient. Part One: Using Dipsticks To Provide A Qualitative Measure of Protein And/Or Glucose. Materials: 5 samples of urine labelled A – E (these will be required for Parts One and Two), 5 Uristix dipsticks. Method: Perform a basic physical analysis of the urine samples noting the colour and cloudiness of each sample: Urine A Urine B Urine C Urine D Urine E Colour Cloudiness Immerse a dipstick into each of the samples, wait 60 seconds and record your results using the colour chart in Figure 1 to determine if the sample contains glucose and/or protein or neither substance: Urine A Urine B Urine C Urine D Urine E Glucose Protein Ketones Negative Negative Negative Negative Strongly positive Blood Negative Negative Trace Negative Negative Part Two: Using A Commercial BCA Assay To Provide A Quantitative Measure of Protein. Background: The BCA Protein Assay exploits the chemical reduction of Cu2+ to Cu1+ by protein in an alkaline medium with the selective colorimetric detection of the cuprous cation (Cu1+) by bicinchoninic acid (BCA). The first step is the chelation of copper with protein in an alkaline environment to form a blue coloured complex. In this reaction, known as the biuret reaction, peptides containing three or more amino acid residues form a coloured chelate complex with cupric ions in an alkaline environment containing sodium potassium tartrate. Single amino acids and dipeptides do not give the biuret reaction, but tripeptides and larger polypeptides or proteins will react to produce the light blue to violet complex that absorbs light at 540 nm. In the second step of the colour development reaction, BCA, a highly sensitive and selective colorimetric detection reagent reacts with the Cu1+ that was formed in step 1. The purple-coloured reaction product is formed by the chelation of two molecules of BCA with one Cu1+. The BCA/Cu complex is water-soluble and exhibits a strong linear absorbance at 562 nm with increasing protein concentrations. The rate of BCA colour formation is dependent on the incubation temperature, the types of protein present in the sample and the relative amounts of reactive amino acids contained in the proteins. Figure 2. Reaction diagram for the bicinchoninic acid (BCA) protein assay. Materials: The 2 samples of urine from Part One that were positive for protein, Protein stock standard (BSA, bovine serum albumin) at 1mg/ml, 0.9% Saline (diluent) BCA (bicinchoninic acid) Working Reagent (labelled BCA WR), 6 Tubes for dilutions for the standard curve, 96 Well microtitre plate, P100, P200 P1000 pipettes tips, Marker pen, 37ËÅ ¡C Incubator, Microtitre plate reader set to read at a wavelength of 562 nm. Method: Set up the dilutions for your standard curve, Label your tubes as 1,2,3,4,5 6, Prepare your standards according to the table below: Dilution tube # Volume of diluent ( µl) Volume of BSA or from tube # ( µl) Final BSA (protein) concentration ( µg/ml) 1 0  µl 300  µl BSA 1000 2 250  µl 250  µl bsa 500 3 250  µl 250  µl Tube 2 250 4 250  µl 250  µl Tube 3 125 5 800  µl 200  µl Tube 4 25 6 Blank 250  µl 0 0 Label your microtitre plate so that you know which wells hold your standards and which contain your samples (perform in triplicate), Pipette 25  µl of each standard (in triplicate) and sample (in triplicate) to each well, Add 200  µl of the Working Reagent to each standard or sample and shake for 30 seconds, Cover the plate and incubate at 37ËÅ ¡C for 30 minutes, Cool the plate to room temperature, Measure the absorbances at 562 nm on a microtitre plate reader, insert the average values in the table below: Dilution tube # Average absorbance at 562 nm (add 3 values divide by 3) Subtract blank (Tube 6) from value in previous column Final BSA (protein) concentration ( µg/ml) 1 1000 2 500 3 250 4 125 5 25 6 Blank 0 Sample 1 Sample 2 Prepare your standard curve: use the corrected absorbance readings for standards 1 – 6 (in column 3 in the previous table) and plot them against the amount of BSA in each tube, Once you have plotted your standard curve, you can determine the protein concentration in your samples, enter this value into the table above.   The patient scenarios are outlined below. You now need to match the urine samples with their corresponding patient scenarios and include justification for your decisions in your practical report: Patient Scenarios: Kidney Stones: Nida is a 17 year old student. She arrives at her GP feeling nauseous, feverish with acute pain in her lower back. She is also passing large amounts of blood in her urine. Glucose Drink: Thomas has just started a new job but is feeling quite stressed has lost weight. He arrives to see his GP but has had to skip lunch so drinks a litre of cola to maintain his energy levels. Diabetic: Jenny is studying for her A levels. Recently she has been losing weight although she is eating much more than usual is always hungry. Athlete: Dave is a professional athlete requires a blood urine test before competing in his next event. His test results are negative for drugs but are positive for another substance. Nephrotic syndrome: Keely is a 20 year old student. She has been feeling very unwell for some time with general fatigue, listlessness, weight loss puffiness around her eyes ankles. Her urine is very sparse very dark in colour

Effects On Ocean And Coastal Environments Environmental Sciences Essay

Climate alteration is impacting the planet including coastal and ocean environments in a figure of ways. The impacts are non merely related to increasing temperatures but besides due to for illustration lessening in PH, sea degree rise and altered forms of and strength of air currents and storms.These phenomena have impacts on the ecosystem and a figure of economic activities including the maritime industry. The Oceans cover about 72 % of the Earth surface and provides a great and varied life infinite for countless species and Acts of the Apostless as the driving force over clime and conditions stages, specially on heat and fresh water. In add-on, these mass of H2O offer a profitable resourse for people through fishing activities, development of minerals, transportation, defence and leisure activities. ( Field et al, 2009 ) .Coastal zones form the outer boundary of the coastal sphere. Almost 60 % of people of universe population lives here taking advantage of its natural resourses. ( Field et al, 2009 ) . Due to over population of these countries, such ecosystems are now in danger and demand to be protected for future coevalss. Maritime conveyance carries over 80 % of universe trade by volume and surely it is non isolated from clime alterations ; the type, scope and magnitude of impacts vary harmonizing to local conditions, transit systems, designs and policies, every bit good as the cap acity to accommodate and minimise the costs. ( UNCTAD, 2009 ) Climate alteration is doing great concern in publicA?s heads, going one of the most warmest issues in the docket of governmental establishments, international and environmental organisations around the Earth. Then, it is necessary that certain preventative and disciplinary steps must be taken in order to get by with the damaging effects of clime alteration so as to guarantee that natural resoursess will be so for future coevalss. A civilization of free pollution, preservation of natural resourses must be develop around the planet and among young person. Therefore, this paper will depict the impacts of clime alteration on the planet concentrating on coastal and oceans countries. Its basic physical, chemical and biological phenomena and eventually will discourse the challenges and chances for the maritime industry. The function of oceans in the clime procedure This immense mass of H2O dramas an indispensable function in the clime procedure. They non merely influence clime but besides are linked to the ambiance by: Heat storage Transportation system of heat around the planet Vaporization Freezing and thowing in polar parts Gas storage and exchange Due to these functions, it can be notice that they are indispensable and it is necessary to take attention of them decently for the well-being of future coevalss. However, the world on behalf prosperity have been presenting new engineerings which have resulted in damaging effects for the planet. The most worring topic is the heating of the planetary ambiance. This takes topographic point when several gases are trapped in the ambiance and barricade the flower stalk of the earthA?s radiation to infinite. ( Edgerton, 1991 ) . Despite the fact that this action is a natural phenomenon, the invariably human actions increases the effects of clime alteration. Climate alteration and its effects on the ocean Oceans are in continual equilibrium with regard the degrees of CO2 and heat with the ambiance. Any fluctuation in regard of the measure of each of them in the ambiance will inevitable lead to alterations in the oceans as good. Therefore, the increase of these two factors makes the physical and chemical belongingss of oceans to change. There are five effects of clime alteration on the ocean which will be described in the undermentioned paragraphs, effects such as heater oceans, thaw of the poles, lifting sea degrees, alterations to the oceanA?s current systems and ocean acidification. Ocean acidification is one of the effects derived from clime alteration. Consecuently as oceans have dissolved inorganic C in three different signifiers: Bicarbonate, carbonate and C dioxide when oceans absorb CO2 from the ambiance in immense or inordinate sums due to the human action, the degree of CO2 in H2O additions doing H2O more acidic. ( Union of Concerned scientists, 2011 ) . This growing of CO2 reduces the sum of carbonate ions in H2O. Therefore, prevents coral reefs and shelled marine animate beings like plankton who need carbonate ions, to organize calcium hydroxide that composes their skeletons and shells. These alterations endangers the marine chemical science in add-on, acidification can besides impact ocean natural philosophies by cut downing the capableness of sound soaking up and leting sound to go much further. Both vegetations and zoologies are in danger due to acerb H2O, tropical reef edifice corals, cold H2O corals, molluscs and lobsters. As mentioned before oceans has the ability to storage heat. Then, climate alteration may do oceans to storage randomly heat and consequence in heater oceans, which make H2O expands and do ocean surface rise. In add-on, the thaw of inland glaciers, Continental ice sheets and polar ice besides contribute to sea degree rise which have sound effects on conditions conditions by increasing the frecuency of implosion therapies and storms. Detriment of sea ice consequences in the loss of natural home ground of several species like seals, seahorses, polar bear, penguins and besides affects the antartic home ground of the antartic krill which composes the bottom portion of the nutrient web. Furthermore, the warming oceans reinforce utmost conditions phenomenas such as hurricanes and typhoons flooring Marine ecosystems and people around the universe that depend on them to last. Phenomenas like coral bleaching, migration of species, alterations in behavior and in development of certain species a nd its sexual adulthood are atempting to the normal operation of marine ecosystems. Ocean major current systems may see alterations every bit good. These currents are driven by the interactions among different H2O multitudes and between these multitudes and the ambiance. ( Talley et al, 2009 ) . Ocean circulations are really complex and can go in different waies depending on how deep you look in the ocean, but the chief beginning that drives all ocean circulations is the energy from the Sun ( air current and ocean denseness ) . Temperature and salt are the chief features of pelagic H2O, alterations in salt concentration at the ocean surface affect the weight of surface Waterss. Fresh H2O is light and floats on the surface, while salty H2O is heavy and sinks. Both, salt and temperature determine saltwater denseness and opposition, driving the extent of ocean stratification, commixture, and H2O mass formation. Then harmonizing to Manabe and Stouffer 1993 ; Stocker and Schmittner 1997. As the ambiance warms, alterations in the Polar Regions cause surface Waterss to go heater and freshman. Such a alteration could hold important impacts on regional clime systems, including new current, air current, and precipitation forms ; increased ocean stratification ( and the associated hinderances to perpendicular H2O motion ) ; and changes to upwelling and downwelling. There are oceansA?ecosystems which can be extremely affected by clime alteration. A good illustration is the marine nutrient web composed chiefly by plankton, seals, giants, sharks, tunas and worlds. Foods travel through oceans from bugs to giants ground for why alterations in any portion of the nutrient web can do dropping effects that modify full Marine ecosystems. Besides decresed upwelling because of warmer multitudes of H2O agencies that fewer foods from lower in the H2O column will do it to the surface. Warming temperatures cause migration of Marine species, due to the rise in temperature in tropic countries some species are obliged to travel towards the poles. In add-on, these species may stand for a hazard for new ecosystems since they become invasive species. Harmonizing to old paragraphs, Climate alteration is the consequence of human intercession and causes several effects on the ocean which can impact its physical and chemical features every bit good as the marine ecosystem. Some of these effects are irreversible and can take ages to reconstruct them ; moreover, the purpose of international organisations every bit good as governmental 1s is to seek and happen the best manner to continue natural resources for future coevalss. Climate alteration and its effects in coastal countries Coastal countries are non the exclusion of the effects of sea degree rise, in fact deltas, barrier islands, Rhizophora mangles, wetlands and stuaries every bit good as coral reefs will be affected. Some of these are natural protections against terrible storms forestalling amendss to the coastal ecosystems and homo made installations. Coral reefs back up several species and supply shelter and nutrient to all of them, doing a extremely rich Marine ecosystem. Peoples besides take advantage of its fishing and touristry, besides, coral constructions serve as a natural barriers from unsafe ocean storms. Additions in planetary sea surface temperature imply that coral reef thermic thresholds will be exceeded more often and this is projected to ensue in more frequent and more intense coral bleaching events and subsequent widespread mortality. ( Herr and Galland, 2009 ) Climate alteration and hence anthropogenetic nursery emanations affect coral reefs by doing seawater chemical science alterations, temperature addition, and low-lying rise. Besides, opprobrious fishing, pollution and invasive species increases the hazard of danger. Lower ocean PH and changed carbonate chemical science would diminish the calcification necessary for constructing coral reef stuff. ( Kennedy, et Al. 2002 ) . Higher temperatures produces coral bleaching and even mortality. And in those coral reefs near coastal countries the sea degree rise may increase coastal eroding so corrupting H2O quality and forestalling light incursion which means that it will be more hard for algaes to bring forth photosynthesis. If coral reefs disapears it will make besides the biodiversity, piscaries and recreational activities will be surely be affected. Harmonizing to Kennedy, et Al. ( 2002 ) In salt fen and mangrove home grounds, low-lying rise may submerse wetlands, waterlog dirts, and cause works decease from salt emphasis. Most wetland home grounds can last low-lying rise by migrating inland to countries of diminishing tidal flood along undeveloped ( by worlds ) shores with comparatively soft inclines. Wetland fens are of import subscribers to the biological productiveness of coastal systems and map as baby's rooms and as safeties from marauders for commercially of import shellfish and fish and for birds like some tracks, chumps, and terns. Rising sea degrees will ab initio increase entree to marsh surfaces by fish and invertebrates, possibly increasing their production in the short term ( e.g. , Gulf of Mexico runt crops ) . Estuaries are semi-enclosed multitudes of H2O in which fresh water and saltwater mix if alterations happens in fresh water tey will ensue in fluctuations in the estuary ‘s salt, accordingly those beings who permantely live at that place have to accommodate themselves to such variableness. In add-on, these multitudes of H2O symbolize great chances for activities such as fishing. Worlds activities contributes to the bulnerability of islands which even a little rise in sea degree can do those barrier islands move toward the mainland through a procedure of beach eroding on their seaward border, overwash of deposit across the island during storms, and deposition of the scoured deposit in the quieter Waterss of the inland bay. The rate of this natural migration depends mostly on the rate of low-lying rise, and besides on the frequence and badness of storms and hurricanes. ( Kennedy, et Al. 2002 ) . Climate alteration, challenges and chances for the maritime industry To get down with, the term maritime industry involves non merely the shiping of certain lading to an specific port, in fact it includes a broad scope of activities for illustration designing of ships, building, runing age-related macular degeneration mantaining of ships, services such as stevedoring every bit good as transportation and cargo forwarding services. Then, in the epoch of clime alteration public concern about GHG emmissions released by transporting industry is deriving more and more attending and requires nautical industry and international organisations to take action. Presently, planetary action about stabilising GHG emanations at manageable degrees implies a great challenge and calls for new engineering, energy efficiency and finance to be revised and invested. International cooperation among scientists and applied scientists, international organizarions and policymakers are needed in order to lucubrate equal ordinances. At present, nautical industry is confronting two chief challenges sing Climate Change: to cut down its part to planetary heating to accommodate to the impacts of clime alteration The manner maritime industry contributes with planetary heating is through transporting industry which carries more than 80 % of planetary trade. Maritime conveyance is responsible for 3,3 % of planetary CO2 emanations from fuel ingestion. ( IMO, 2009 ) . Due to its profitableness and efficiency ships tend to be constructed in big measures and bigger than of all time earlier. What in simple words means that the part to planetary warming done by GHG emanations from ships will increase excessively. The decrease of GHG emanations from ships represents a challenge for the industry, because transportation is already, by far the most carbon-efficiency manner of commercial conveyance particularly when compares to aviation, but besides when compares to trains and trucks ( IMO, 2009 ) The chief challenge here is to cut GHG emanations from international transportation without sabotaging development aims, and without endangering conveyance efficiency and trade facilitation additions ( UNCTAD, 2009 ) . The maritime conveyance have to face besides the impacts of Climate Change such as lifting sea degree, utmost conditions and lifting temperatures. The industry is increasing at higher degrees than of all time before and if things continue without a regulative legal model, likely we will be confronting an increase of 150 % – 250 % in the GHG from transporting around 2050 ( IMO, 2009 ) . In order to pollute less ships have to decelerate down the velocity, since high velocity requires more ingestion of sand trap fuel. The fuel used in transporting comes from crude oil which is extremely pollutant for the environment. However, as transporting represents one of the major manners of conveyance of the Earth and carries about 90 % of universe trade, the thought of slow down the velocity will ensue in less diligence of the shipper in presenting the lading, what will likely ensue in a loss of possible clients. The United Nations Framework Convention on Climate Change ( UNFCCC ) trades with climate alteration issues but does non turn to GHG emanations from international transportation. For this ground, the International Maritime Organization ( IMO ) was encouraged to make so. Then in order to get by with this affair the IMO has developed some steps, the cutting-edge is the IMO Resolution MEPC 203 ( 62 ) adopted on 15th July 2011. This Resolution adds a new chapter at the terminal of Annex VI of MARPOL that leads with â€Å" Regulations for Energy Efficiency for Ships † which establishes that an â€Å" Energy Efficiency Design Index ( EEDI ) † will be compulsory for all new ships, every bit good as a â€Å" Ship Energy Efficiency Management Plan ( SEEMP ) † will be compulsory for all ships as a portion of the â€Å" Ship Safety Management System ( SMS ) † . Harmonizing to the UNFCCC convention ( 2009 ) : aˆÂ ¦ topographic points a heavier load on developed states to cut down GHG emanations under the rule of â€Å" common but differentiated duties † . While developing states are non bound by any specified emanation decrease marks, by 2000 developed states had to cut down their GHG emanations to 1990 degrees. They are besides required to advance and ease the transportation of climate-friendly engineerings to developing states and to states with economic systems in passage. In simple words, developed states should assist developing states in cut downing GHG emanations by supplying them with all the engineering necessary to avoid pollution. The international community have proposed new thoughts and possible steps to cut down GHG emanations, for illustration â€Å" Global emanation trading strategy † and the â€Å" Global levy on international maritime fuel † ( IMO, 2012 ) . The former one, implies the buying of allowances which shippers will hold to subject harmonizing to the GHG that they create. Hence, shippers will hold the pick of either to cut down their emanations or buy their decreases from other sectors. The latter one, implies that when ship operators buy the fuel, some revenue enhancement will be added to its monetary value, that revenue enhancement will be used for investing in new friendly- engineerings. The challenge of cut down or cut GHG emanations from ships have lead to new engineerings to be considered as the posible solution to the issue of Climate alteration, which means that in order to integrate that new engineering into ships it will necessitate more investing in the portion of shipowners in order to follow with the new international steps. New ships with advanced engineering, wholly environmentaly friendly will be a great chance for the transportation industry. Other possible solution from the proficient point of position and a great challenge besides, is cut down fossil fuels ingestion and increase efficiency. And from the operational point of position, betterments in the velocity direction and the efficient of the ships through a better planning of the ocean trip classs. Decisions Climate alteration affects coastal and ocean environments in many different ways. But non merely these are the 1s affected, besides the maritime industry is reached by the effects of clime alteration. Global clime alteration is predicted to impact air and H2O temperatures, low-lying rise, precipitation, air current forms, and the frequence and strength of storms. Changes in temperature can act upon reproduction, growing and can do some species to migrate to other ecosystems. In coastal countries, fens and Rhizophora mangles are of import subscribers to the biological productiveness of coastal systems are bulnerable to sea degree rise. Coral reefs are at peculiar hazard from planetary clime alteration since alterations in carbonate chemical science could decrease the copiousness of microscopic open-ocean workss and animate beings that build Ca carbonate constructions. The maritime industry has to confront two challenges in this epoch, to cut down its part to planetary heating and to accommodate to the impacts of clime alteration. The possibilities are to cut down fuel ingestion without losing efficiency and adopting and bettering new ways of planning ocean trips. However, both nautical industry and international organisations have to collaborate and work together to carry through the same end, which is no less than protect the environment and cut down in this instance GHG emanations.

Is beauty best? Highs versus normally attractive models in advertising Essay

Abstract (Summary) Several studies investigating the positive effects of including highly attractive models (HAMs) in advertising have failed to unilaterally support their use. A study explores the differential effects of pairing highly versus normally attractive models with different types of attractiveness-relevant products. Contrary to past research, the results suggest that HAMs are not the most effective choice for all categories of attractiveness-relevant products. The research also explores the method by which the match between model attractiveness and product type influences advertising effectiveness. Results suggest that a match between a model and a product improves ad effectiveness not necessarily through the elicitation of product arguments from model appearance, but instead by heightening perceptions of the model’s expertise about the product.  » Jump to indexing (document details) Full Text (7266 words) Copyright American Academy of Advertising Spring 2001 [Headnote] Several studies investigating the positive effects of including highly attractive models (HAMs) in advertising have failed to unilaterally support their use. This paper explores the differential effects of pairing highly versus normally attractive models with different types of attractiveness-relevant products. Contrary to past research (Kahle and Homer 1985; Kamins 1990), the results suggest that HAMS are not the most effective choice for all categories of attractiveness-relevant products. This research also explores the method by which the match between model attractiveness and product type influences advertising effectiveness. Results suggest that a match between a model and a product improves ad effectiveness not necessarily through the elicitation of product arguments from model appearance, but instead by heightening perceptions of the model’s expertise about the product. The inconsistent support for the use of highly attractive models (HAMs) in advertising has led one group of researchers to state that â€Å"physical attractiveness seems to have been granted greater influence than can be supported empirically† (Caballero, Lumpkin, and Madden 1989, p. 21). To better understand these inconsistencies, researchers have explored the importance of a convergence between the product and the message communicated by a model’s image, that is, a model-product type match-up (e. g. , Baker and Churchill 1977; Caballero and Solomon 1984; Joseph 1982; Kahle and Homer 1985; Kamins 1990; Park and Young 1986; Peterson and Kerin 1977). Although prior research has argued that HAMs are most effectively matched with attractiveness-relevant products (e. g., Kahle and Homer 1985; Kamins 1990; Peterson and Kerin 1977), the mixed results from HAM-attractiveness-relevant product match-ups may be because there are different types of attractiveness-relevant products (Bloch and Richins 1992) that may not all be appropriate for use with highly attractive people. Furthermore, much of the past model-product type match-up research has tended to compare HAMs with unattractive models (e. g. , Caballero and Solomon 1984; Kahle and Homer 1985; Kamins 1990) instead of considering more realistic, normally attractive models (NAMs) as counterpoints. The sparse use of unattractive people in advertising (Caballero and Solomon 1984) and the greater usage of NAMs suggest comparing HAMs with NAMs is more ecologically valid. The purpose of the present research is two-fold. First, the different attractiveness-relevant product types (Bloch and Richins 1992) are incorporated into the model-product type match-up literature, and the types of attractiveness-relevant products that are most effectively paired with HAMs or NAMs are delineated. Because beautiful people may be perceived as having better lives that are free of the problems of normal people (Dion, Berscheid, and Walster 1972; Kanner 1994), advertisements for problem-solving attractiveness-relevant products may be more effective if the models are normal looking. Second, this research attempts to determine whether model-product type match-ups influence ad effectiveness either directly, through the elicitation of product arguments from the picture, or indirectly, through his or her perceived credibility. Previous research has explored the effect of model-product type match-up on perceptions of model credibility (Kamins 1990; Maddux and Rogers 1980), product evaluations, purchase intentions, or other measures of ad effectiveness (Caballero, Lumpkin, and Madden 1989; Kahle and Homer 1985; Kamins 1990). However, the relationship between spokesperson credibility and ad effectiveness (i. e. , product evaluations, purchase intentions) has not been explored under match-up conditions. Literature Review Highly Versus Normally Attractive Models The appearances of HAMs are both idealized and unrealistic and have been called â€Å"haunting images of perfection† (Richins 1991, p. 71). The elements of HAM beauty include a beautiful facial appearance (Richins 1991), as well as thinness (Striegel-Moore, Silberstein, and Rodin 1986). Contrary to these icons of flawlessness, â€Å"normal† attractiveness is defined here as a more average or moderate weight, height, and facial beauty, that is, more representative of a â€Å"real† woman. Normally attractive models are considered attractive but not beautiful in the idealized manner of HAMs. An important difference between HAMs and NAMs is in the attributions made about each. Highly attractive models tend to be associated with the â€Å"what is beautiful is good† stereotype, in that beautiful people are believed to have more positive life outcomes (e. g. , more successful careers, better marriages) and not suffer from the problems of â€Å"normal† people (Dion, Berscheid, and Walster 1972; Kanner 1994; Walster et al. 1966). Whereas NAMs are considered to be somewhat attractive, they are perceived to be normal people to whom these more positive life outcomes are not attributed. Problem-Solving Versus Enhancing Products Attractiveness-relevant product types are introduced into the match-up literature to delineate not only those that are best paired with HAMs, but also those that may be best paired with NAMs. A major distinction that can be drawn between types of attractiveness-relevant products is whether the product is associated with a potentially problematic area of life and appearance (Bloch and Richins 1992). One group of attractiveness-relevant products (called problem-solving products) serves to fix or hide beauty liabilities or flaws such as acne or dandruff. Other products (called enhancing products) serve more aesthetic purposes by enhancing beauty (e. g. , jewelry, lipstick, perfume) instead of masking defects. Enhancing products either may be inherently beautiful (e. g. , jewelry) or may enhance beauty through their application to the user (e. g. , lipstick). Regardless of their method of enhancing beauty though, the use of enhancing products is not catalyzed by the existence of a beauty problem. A product’s classification depends on whether the product-related body attribute is perceived positively or negatively (e. g. , a consumer may use mascara either to thicken puny eyelashes or to enhance beautiful eyes). Advantages of Normally Attractive Models? Prior research suggests that the match-up between product type and model beauty may be more important than the models attractiveness alone and that a NAM may sometimes be more effective. Kahle and Homer (1985) demonstrate that a â€Å"well-matched† celebrity endorser for an attractiveness-relevant product should be physically attractive (versus unattractive) to convey information about the quality and benefits of that product. Kamins (1990) findings also indicate that physically attractive (versus unattractive) celebrities are best matched with attractiveness-relevant (versus irrelevant) products. Although these findings do not take into account the advantages of NAMs or recognize the important distinctions between different kinds of attractiveness-relevant product types, both Kahle and Homer (1985) and Kamins (1990) support the importance of matching spokesperson image with product characteristics. Similarly, Baker and Churchill (1977) find that when the product is related to romance (e. g., perfume), men had higher purchase intentions when the female model was attractive. However, when the product was unrelated to romance (e. g. , coffee), male subjects indicated greater purchase intent if the model was less attractive. In a study by Caballero and Solomon (1984), more tissues were purchased when they were paired with an unattractive (versus attractive) model. Although the authors proposed that this response was due to the unusual (for advertising) and perhaps more noticeable nature of the model, an alternative explanation may be that an unattractive appearance may be more convergent with sickness. Consumers may not perceive the HAM as suffering from such mundane problems as an illness that requires tissues, whereas the less attractive model’s more realistic appearance may have made her a more credible spokesperson. HAM Versus NAM Match- Ups Some of the research investigating model-product type match-ups has assessed match-up effectiveness by measuring spokesperson credibility (Kamins 1990; Maddux and Rogers 1980). Two components of spokesperson credibility typically recognized are source expertise and trustworthiness. Expertise refers to the perceived ability of a source to make valid claims, whereas trustworthiness pertains to the believed willingness of the spokesperson to make those claims (Hovland, Janis, and Kelley 1953; Ohanian 1990). Model Attractiveness and Trustworthiness. There is evidence to suggest that NAMs may be perceived as more trustworthy than HAMs because of consumers’ perceived similarity between themselves and the NAMs. Deshpande and Stayman (1994) demonstrate that enhanced identification and similarity with a source can increase perceptions of source trustworthiness. If a woman perceives herself to be physically more similar to a NAM, a greater perceived attitudinal similarity between the receiver and the source may drive the receiver to like the source more (O’Keefe 1990; see also Berscheid 1985; Byrne 1969). A greater liking for the source may influence source trustworthiness positively (e. g. , O’Keefe 1990; Simons, Berkowitz, and Moyer 1970), which may in turn influence the consumer to like and trust the source more. Therefore, H1: NAMs are perceived to be more trustworthy than HAMs. There is no hypothesized relationship or interaction between product type and model condition on trustworthiness. Trustworthiness pertains to a personality trait of the endorser, regardless of the endorsed product. Model Attractiveness-Product Type Match-Up and Model Expertise. Models may be more credible if they either have some physical characteristic that is associated with a product schema or demonstrate some characteristic that indicates that the product has accomplished what it claims, which thus suggests expertise based on experience (Lynch and Schuler 1994). Stemming from their attributions about beautiful people, consumers may believe that HAMs know more about the presentation and elements of a beautiful image, including the kinds of products used to enhance beauty. In addition, HAMs may be perceived as having more experience accentuating beautiful features or surrounding themselves with aesthetic things. Thus, H2: HAMs are perceived to have greater source expertise for enhancing products than are NAMs. Highly attractive models may not be perceived as having the problems that purportedly are solved by problem-solving products (e.g. , Dion, Berscheid, and Walster 1972; Kanner 1994) and therefore are believed to have little expertise using such products. Alternatively, consumers may be more likely to believe that a NAM has struggled with and, as evidenced in the ad, â€Å"conquered† the problem using the advertised product. Therefore, NAMs may be more congruous with the schema associated with enhancing products (Lynch and Schuler 1994). H3: NAMs are perceived to have greater source expertise for problem-solving products than are HAMs. Model Attractiveness-Product Type Match-Up and Product Evaluations. If a viewer can convert the visual imagery of an endorser into product information, the model’s image may serve as an argument for product efficacy (Bloch and Richins 1992; Downs and Harrison 1985; Kahle and Homer 1985; Lynch and Schuler 1994; see also Rossiter and Percy 1980). There is general evidence that product arguments may be elicited from pictures (e. g. , Mitchell and Olson 1981) and that, in high involvement situations, pictures containing product-relevant information can strengthen product beliefs and result in more positive product attitudes than can pictures that only influence affect (Miniard et al.1991). If a viewer believes that a model possesses some physical characteristic that indicates the model has improved his or her appearance with the product, then the viewer may believe that the product was responsible for that improvement (Lynch and Schuler 1994). The pairing of an enhancing product and a HAM may serve to reinforce the argument for product quality and efficacy for enhancing beauty by demonstrating the enhancer’s ability to highlight beautiful features (Petty and Cacioppo 1980). This stronger argument for product quality may enhance ad efficacy by improving evaluations of the product and heightening product purchase intentions (Caballero, Lumpkin, and Madden 1989; Kahle and Homer 1985; Kamins 1990). Therefore, 114: Ads for enhancing products that include HAMs will be more effective than those that include NAMs. Specifically, we expect that ads for enhancing products that include HAMs will result in greater product evaluations and higher purchase intentions than will those ads containing NAMs. With regard to problem-solving products, it might initially appear that a HAM could serve as a more positive argument for a product’s effectiveness. The more beautiful appearance of the HAM (versus NAM) might make the product appear as if it is more effective in heightening the user’s beauty. However, for the efficacy of problem-solving products to be assessed from the model’s photo, the viewer must first believe that the model had a beauty problem prior to product use. Because HAMs are not perceived as having the problems of normal people (e. g., Dion, Berscheid, and Walster 1972; Kanner 1994), consumers may not believe that the HAM suffered from a beauty problem that required the use of the advertised product. In contrast, consumers may believe that NAMs are more likely to have experienced beauty problems (e. g. , Dion, Berscheid, and Walster 1972; Kanner 1994). According to attribution theory, if an outcome occurs despite the presence of something that might have prevented that outcome (an inhibitory cause), a consumer may give more weight to the cause that is perceived to be responsible for that outcome (the facilitative cause; Kelley 1972). A HAM’s overall appearance might suggest multiple facilitative causes for the model’s superior appearance in the productrelated attribute, and the greater the number of other potential causes for the overall superior appearance, the more the problem-solving product may be discounted as responsible for solving the beauty problem (Kelley 1972). However, a NAMs’ overall typical appearance might suggest that, prior to product use, the appearance of the NAM’s product-related attribute was normal. Because the product (facilitative cause) may be responsible for a beautiful product-related physical attribute in the face of the inhibitory cause of the model’s â€Å"normalcy,† the perceived efficacy of the problem-solving product is augmented. With this improvement in product evaluations and likely improvement in purchase intentions (Caballero, Lumpkin, and Madden 1989; Kahle and Homer 1985; Kamins 1990), the following hypothesis is offered: H5: Ads for problem-solving products that include NAMs will be more effective than those that include HAMs. Specifically, we expect that ads for problem-solving products that include NAMs will result in greater product evaluations and higher purchase intentions than will those ads containing HAMs. The Mediating Role of Source Credibility Although model-product type match-up effectiveness has measured both spokesperson credibility and other measures of ad effectiveness, such as product evaluations or purchase intentions, no relationship between these two constructs has been examined. Past credibility research has suggested that greater spokesperson credibility (i. e., expertise and trustworthiness) tends to generate greater attitude chane (e. g. , Dholakia and Sternthal 1977; Harman and Coney 1982; Hovland, Janis, and Kelley 1953; Sternthal, Dholakia, and Leavitt 1978). Therefore, any influence that a model-product type match-up may have on spokesperson credibility subsequently might offect product evaluations or other measures of ad effectiveness. Therefore, H6A: Spokesperson expertise will mediate the effects of model-product match-up on ad effectiveness. H6B: Spokesperson trustworthiness will mediate the effects of model beauty on ad effectiveness. Study I Pretests. Two pretests were conducted to select product and model stimuli. The purpose of the first pretest (n=25) was to select two products to represent enhancing products and two to represent problem-solving products. Subjects were asked to categorize a list of products according to the provided definitions of each product type. The two products selected to represent the problem-solving category were acne concealer and acne medicine because of their categorization as problem-solving products (100% and 92%, respectively). With regard to enhancing products, 88% of people categorized lipstick and jewelry as enhancers. Because acne medicine, acne concealer, and lipstick all pertain to the face, the jewelry selected for use as stimuli in this experiment was earrings (i. e. , the only widely accepted jewelry associated with the face). For the second pretest, two judges selected full-color model photographs from popular women’s magazines on the basis of subjective criteria of which photos might represent each model condition. Photos intended to represent NAMs were selected from â€Å"Reader Makeover† issues of the magazines so that, while the physical features of the NAMs were still moderately attractive, the hair and makeup were professionally styled. Two undergraduate classes viewed five photos of NAMs (n=72) while two other classes evaluated five photos of HAMs (n=65). Respondents were asked to complete five questions regarding the beauty and four items assessing the normalcy of the model (all seven-point scales), and each set of items subsequently was summed. The HAM photo was selected on the basis of beauty extremity (M=29. 37) and subjects’ beliefs that she was leading a less-than-normal life (M=13. 31). The NAM photo was selected on a rating of moderate beauty (M=22. 06; p

Cause And Effect Of Drinking Milk - 981 Words

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