Determining consumer purchase intentions: the importance of dry matter, size, and price of kiwifruit

Abstract: Knowledge of the relative importance of food quality attributes in determining consumer purchase intention is critical for robust assessment of economic opportunities for industry growth. The aim of this study is to demonstrate how conjoint analysis methodology that incorporates tasting of fruit can be used to collect such information. Three hundred Japanese consumers took part in research designed to measure the importance of dry matter (DM), size, and price of kiwifruit (Actinidia deliciosa “Hayward” and Actinidia chinensis “Hort16A”) for purchase intention. Measurement of consumer liking for kiwifruit of different DM content was a key first step. Liking increased as DM increased and was accompanied by increased purchase likelihood/choice probability for kiwifruit. The size of kiwifruit presented to consumers varied from “small” to “extra large.” Consumers liked “mid‐sized” kiwifruit over “small” or “extra‐large” kiwifruit. Despite these differences in liking, size was of little importance in determining purchase likelihood/choice probability for kiwifruit. Price was a very important factor in determining purchase likelihood/choice probability but was less important than DM content. As price increased, purchase likelihood/choice probability decreased. Beneath these general findings, heterogeneity existed. Some consumers placed more/less importance on the focal purchase drivers than suggested by the aggregate model. Overall, the results suggest that incentive schemes already implemented by industry should consider rewarding high‐DM fruit more than fruit size. Practical Application: This research has contributed to the New Zealand kiwifruit industry gaining a better understanding of the relative importance consumers place on DM, size, and price of kiwifruit and has resulted in changes to grower incentive schemes. The research approach presented forces consumer to tradeoff attributes of kiwifruit against each other and decide on how important two key quality attributes—DM and size—are relative to each other and relative to price. The application of conjoint analysis in this article can be transferred to other fruits, food, and beverages and help guide consumer‐led innovation.     

Interpreting DNA mixtures

Apolipoprotein A-I (apo A-I) and apolipoprotein A-II (apo A-II) represent 80 90% of the protein content of high density lipoproteins (HDL). Previously we have identified a Finnish family with an apo A-I variant (Lys107-->0) associated with reduced plasma HDL cholesterol level and decreased lipoprotein (Lp)(AI w AII) concentration compared to unaffected family members. To determine the in vivo metabolism of apo A-I and apo A-II in the carriers of apo A-I (Lys107-->0) variant we radioiodinated normal apo A-I with 125I and apo A-II with 131I and compared the kinetic data of two heterozygous apo A-I(Lysl07-->0) patients (HDL cholesterol leves 0.31 and 0.69 mmol/l) to that of eight normolipidemic, healthy control subjects. Plasma radioactivity curves of 125I-labelled normal apo A-I of the patients demonstrated accelerated clearance of apo A-I compared to control subjects. In the two patients the fractional catabolic rates (FCR) of apo A-I were 0.347/day and 0.213/day, respectively, while the mean FCR of apo A-I of the control subjects was 0.151 +/- 0.041/day. Similarly, the plasma decay curves of the 131I-labelled apo A-II showed more rapid clearance of apo A-II in the two patients than in control subjects. The FCR of apo A-II in the two patients were 0.470/day and 0.234/day, while the mean FCR of apo A-II in control subjects was 0.154 +/- 0.029/day. The calculated production rates of apo A-I were similar in patients and in control subjects, and the production rates of apo A-II were significantly higher in patients than in control subjects. Our results show that the Lp(AI w AII) deficiency in patients with the apo A-I(Lys107-->0) is associated with increased fractional catabolic rates of normal apo A-I and apo A-II, while the production rates of these apolipoproteins are normal (apo A-I) or slightly increased (apo A-II).     

Forward/up directional incompatibilities during cursor placement within graphical user interfaces

Within graphical user interfaces, an indirect relationship between display and control may lead to directional incompatibilities when a forward mouse movement codes upward cursor motions. However, this should not occur for left/right movements or direct cursor controllers (e.g. touch sensitive screens). In a four-choice reaction time task, 12 participants performed movements from a central start location to a target situated at one of four cardinal points (top, bottom, left, right). A 2 x 2 x 2 design varied directness of controller (moving cursor on computer screen or pen on graphics tablet), compatibility of orientation of cursor controller with screen (horizontal or vertical) and axis of desired cursor motion (left/right or up/down). Incompatibility between orientation of controller and motion of cursor did not affect response latencies, possibly because both forward and upward movements are away from the midline and go up the visual field. However, directional incompatibilities between display and controller led to slower movement with prolonged accelerative phases. Indirect relationships between display and control led to less efficient movements with prolonged decelerative phases and a tendency to undershoot movements along the bottom/top axis. More direct cursor control devices, such as touch sensitive screens, should enhance the efficiency of aspects of cursor trajectories.     

Intelligent speed adaptation—Effects and acceptance by young inexperienced drivers

This study assessed the relative effects of two intelligent speed adaptation (ISA) systems (informative and actively supporting) on simulated driving performance and acceptability in a sample of inexperienced and experienced drivers. Participants drove a series of simulated drives under three conditions: no ISA (control), ISA informative and ISA actively supporting. The informative system significantly reduced speed and was particularly effective in reducing top-end speeds. Comparable reductions were not found for the actively supporting system. Differences in the effectiveness and acceptability of ISA systems were noted across experienced and inexperienced drivers. The ISA systems appeared more effective at reducing speeds for experienced drivers on some road types. Experienced drivers’ subjective satisfaction ratings of the systems also remained constant over the trial, whereas the inexperienced drivers’ ratings changed after experience. There was little evidence that drivers engaged in negative behavioral adaptation and no evidence that subjective workload levels increased with ISA use. Future directions for examining the safety benefits of ISA, particularly for inexperienced drivers, are discussed.     

Photoelectronic properties of a Ti0,97 Ru0,03 O2 biphasic crystal in an aqueous electrolyte

The effect of Ti⁴⁺ substitution by Ru⁴⁺ on the electro- and photoelectrochemical properties of a TiO₂ crystal has been studied. Ru ions in the TiO₂ lattice form a narrow cationic impurity band, between the 0:2p valence band and the Ti:3d conduction band, which is involved in the sens$\text{i}$ tization of n-TiO₂ to visible light. Moreover, Ru reduces the overpotential for O₂ evolution, both at dark and under illumination.     

Time of day variations in driving performance

A 25-year-old woman complained of anasarca and was admitted to Sakura National hospital on the presumptive diagnosis of nephrotic syndrome with 10.7 g of 24-hour urinary protein. At first, lupus nephritis with antiphospholipid antibody syndrome was suspected because of prolongation of APTT, existence of lupus anticoagulant and elevation of serum anticardiolipin antibody titer (IgM) in addition to positive ANA, lymphocytopenia and the biologically false positive test for syphilis (BFPTS). On day 28 of hospitalization, renal biopsy findings revealed severe endocapillary cell damage, such as swelling and proliferation of endothelial cells, fragmentation and double contour of the basement membrane walls, which were located only in the capillary lumens with a few thrombi. Immunofluorescent micrography revealed the absence of specific immunoglobulin or complement deposit. Therefore, the diagnosis of lupus nephritis was negated as these findings were suggestive of characteristic glomerulopathy due to primary antiphospholipid antibody syndrome. She was treated initially with oral prednisolone 60 mg and intravenous infusion of heparin 20,000 units daily. Moreover, cyclophosphamide 750 mg was administered intravenously as pulse therapy on day 13 as her serum level of CH50 had fallen suddenly, and hemodialysis was necessary because her renal function had deteriorated and she was suffering from cough and orthopnea with overhydratin. After the combined therapy, BFPTS disappeared and APTT returned to the normal range: dialysis treatment was not required further after the 4th hemodialysis. Thereafter, renal function improved and complete remission of nephrotic syndrome was obtained. This patient was a case of primary antiphospholipid antibody syndrome in which endothelial cell damage was located exclusively in the capillary lumens and pulse cyclophosphamide therapy in addition to prednisolone and anticoagulant was effective. We present this instructive case to promote understanding of the pathogenesis of primary antiphospholipid antibody syndrome.