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"Rajagopal"
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‘Seeing is experiencing’: impact of showcasing fashion merchandise on digital platforms
Purpose
The principal purpose of this study is to analyze the consumer emotions on virtual merchandising in the context of social consumption ecosystem driven by value and lifestyle across the big middle consumer segment.
Design/methodology/approach
The qualitative information has been collected from 114 respondents selected through snowballing technique within the metropolitan area of Mexico City. A semi-structured research instrument was used to conduct the in-depth interviews online.
Findings
The results of the study indicate that technology-led virtual merchandising stimulates arousal and merriment among consumers, which converges the self-image congruence and appearance similarity. The subjects of the study have endorsed that visual stimulus leading to self-image and body image congruence develop consistent arousal and merriment, which lead to positive purchase intentions and buying decisions and inculcate the perception as seeing is experiencing.
Research limitations/implications
The samples drawn for this study may also limit the possibilities of generalization of the study results and map the consumer behavior in a predetermined pattern.
Practical implications
This study is founded on the theoretical maxims of theory of visual perceptions, cognitive theory of reasoning, theory of appearance and reality and Heider’s balance theory and contributes to these theories by explaining the relationship between the social self-concept and self-image congruence.
Social implications
Firms retailing online fashion apparel should also be engaged in developing user-generated contents through communications on social media encouraging experiential videos, slogans and reviews.
Originality/value
This paper significantly contributes to theoretical and practical implications on virtual shopping, emotions and beliefs and consumption culture.
Journal Article
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Teaching old receptors new tricks: biasing seven-transmembrane receptors
Seven-transmembrane receptors (7TMRs; also known as G protein-coupled receptors) are the largest class of receptors in the human genome and are common targets for therapeutics. Originally identified as mediators of 7TMR desensitization, beta-arrestins (arrestin 2 and arrestin 3) are now recognized as true adaptor proteins that transduce signals to multiple effector pathways. Signalling that is mediated by beta-arrestins has distinct biochemical and functional consequences from those mediated by G proteins, and several biased ligands and receptors have been identified that preferentially signal through either G protein- or beta-arrestin-mediated pathways. These ligands are not only useful tools for investigating the biochemistry of 7TMR signalling, they also have the potential to be developed into new classes of therapeutics.
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Evaluation of platelet lysate as a substitute for FBS in explant and enzymatic isolation methods of human umbilical cord MSCs
Mesenchymal stem cells (MSCs) have immense potential for cell-based therapy of acute and chronic pathological conditions. MSC transplantation for cell-based therapy requires a substantial number of cells in the range of 0.5-2.5 × 10
cells/kg body weight of an individual. A prolific source of MSCs followed by in vitro propagation is therefore an absolute prerequisite for clinical applications. Umbilical cord tissue (UCT) is an abundantly available prolific source of MSC that are fetal in nature and have higher potential for ex-vivo expansion. However, the ex-vivo expansion of MSCs using a xenogeneic supplement such as fetal bovine serum (FBS) carries the risk of transmission of zoonotic infections and immunological reactions. We used platelet lysate (PL) as a xeno-free, allogeneic replacement for FBS and compared the biological and functional characteristics of MSC processed and expanded with PL and FBS by explant and enzymatic method. UCT-MSCs expanded using PL displayed typical immunophenotype, plasticity, immunomodulatory property and chromosomal stability. PL supplementation also showed 2-fold increase in MSC yield from explant culture with improved immunomodulatory activity as compared to enzymatically dissociated cultures. In conclusion, PL from expired platelets is a viable alternative to FBS for generating clinically relevant numbers of MSC from explant cultures over enzymatic method.
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eBook