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Morton International Inc. have purchased Hoechst AG's printed circuit materials business including their Ozatec dry film and liquid primary imaging photoresists, Ozatec liquid photoimageable solder masks and related process equipment. Concurrently, Hoechst and its US subsidiary Hoechst Celanese Corporation purchased Morton's semiconductor photoresist business. Completion of these transactions was effective from 4 August 1993.

The purpose of this paper is to investigate the differences in male and female attitudes and establish a causal relationship between general (a priori) attitudes towards female stereotypical advertisements and attitudes towards specific advertising stimuli, providing evidence from Greece and Cyprus.

Male and female respondents (158 in Cyprus and 156 in Greece) indicated their general attitudes towards female stereotypes in advertising and were subsequently exposed to three stereotypical advertisements, to which they expressed their specific attitudes.

The results of the study prove that in countries with similar cultural backgrounds, such as Greece and Cyprus, general attitudes towards stereotypes in advertising do not have significant differences. General attitudes towards sex role portrayal in advertising directly impact attitudes towards specific advertisements. Further, it was demonstrated that respondents' gender plays a key role in attitude formation. The age of the respondents is also of interest, given that differences exist in general attitudes towards stereotypes in advertising and in attitudes towards specific stereotypical advertisements within respondents of the same gender, but of a different age bracket.

The key potential contribution of this study is threefold. First, it investigates the effect of gender and age on attitudes towards stereotypes in advertising. Second, it establishes a causal relationship between general attitudes towards stereotypical advertisements and attitudes towards specific advertising stimuli. Third, the study further validates the established relationship and the relevant measures across culturally similar countries.

While the positive health benefits of fitness apps, which motivate and track physical exercise, are widely acknowledged, the adverse connection between these technologies and wellbeing has received little attention. The purpose of this paper is to determine how the social dimensions of fitness apps predict the type of passion (harmonious and obsessive) one has for physical exercise, and what the resulting positive and negative implications are for wellbeing.

Drawing from the theoretical frameworks of social influence and the dual model of passion (DMP), this study develops a model depicting how fitness apps relate to the causes and consequences of harmonious and obsessive passion for exercise. Survey data were collected from 272 fitness app using cyclists and analysed with partial least squares structural equation modelling techniques.

Different social influence aspects of fitness apps appeal to different types of exercisers. A harmonious passion for physical exercise is predicted by the positive reciprocal benefits attained from one’s fitness app community, while an obsessive passion is predicted by positive recognition. In turn, a harmonious passion for exercise is negatively associated with life burnout, while an obsessive passion strongly affirms that relationship. In addition, the relationship between social influence and life burnout is fully mediated by the type of passion a fitness app user possesses.

Underpinned by the DMP, the study provides a theoretical framework explaining how the use of fitness apps can result in opposing wellness outcomes.

The paper aims to examine the relationships among marathon spectator motivation, satisfaction and behavioral intention in China.

Date were collected from three Chinese marathon races. The paper presents the conceptual model of the study and adopted a mixed method to identify the motivations of marathon spectators; structural equation modeling (SEM) was used to test the measurement and substantive models; regression analysis was used to detect the specific effects of the various spectator motivations on spectator satisfaction and behavioral intention.

The paper provides empirical evidences about how marathon spectator motivation affects the behavioral intention. The research results from a path analysis of the spectator motivation–satisfaction–behavioral intention model show that: spectator motivation has significant positive effects on behavioral intention, the indirect path dominates the total effect of motivation on behavioral intention via satisfaction as a mediating variable; satisfaction is positively associated with behavioral intention, and it plays mediate role between spectator motivation and behavioral intention. The result of regression analysis indicates that various spectator motivations have different influences on the satisfaction and behavioral intention, motives of excitement and diversion have significant effect on satisfaction and behavioral intention, but socialization motive is not significantly associated with the satisfaction and behavioral intention.

This paper first fulfills an identified need to explore mass sports event spectator motivations and its influential mechanism on behavioral intention among Chinese marathon races by survey. It contributes greatly to the literature of mass sports spectator motivation and consumption theory, provides important managerial implications for Chinese sports organizations as to how to improve spectator orientation degree.

Parents are important agents in the physical activity socializing process in children. The present study aims to examine the parental mediatory role in children's physical activity participation via a youth physical activity promotion (YPAP) model.

A total of 872 Hong Kong Chinese children (aged ten to 13) in ten schools were invited to participate in the study. Their physical self‐perception, physical activity perception, parental influence, and physical activity level were assessed. Structural equation modelling was employed to examine the relationship among the variables.

The final model accounted for 18 per cent of the variance in children's physical activity participation. Parental influence imposed a direct (β=0.19) and indirect effect on children's physical activity participation through the children's physical activity perception (β=0.33) and physical self‐perceptions (β=0.19).

This study involved a cross‐sectional design and data were collected over a single time frame; a cause‐and‐effect relationship among variables could not be drawn.

The present study emphasizes how parental influence is related to children's physical participation. The information is useful for health professionals in the design of intervention programs to promote children's physical activity participation.

The purpose of the paper is to analyse the male and female stereotypes in Spanish magazine advertising during the last three decades of the twentieth century in order to determine if they reflect or not the important cultural changes of Spanish society in these years.

Content analysis of 1,033 different advertisements randomly selected. To ensure reliability two independent codifiers of opposite gender worked together, one as an analyst and other as a judge. Three agreement indices were calculated.

Use of male and female portrayals has undergone relevant changes in the last 30 years in accordance with the social evolution of Spain. For both men and women stereotypes persist but there has been a move from the portrayal of the character in situations considered socially traditional to less traditional scenarios. At the end of the period analysed, Spanish magazines show low and decreasing levels of sexism.

Only one advertising medium and one country have been analysed.

This is the first study developed in Spain in gender role stereotyping and sexism, and has been analysed through a longitudinal research.

This chapter looks at the discourse in advertising for psychotropic drugs (N=200) in Scandinavian medical journals in 2005. The discourse in the ads displaying users (n=89) conveys a gendered image of mental health. The ads promote these drugs as life-enhancement drugs – for handling the lifestyle of a postmodern self – but draw on gendered scripts for promotion of a “healthy” self. This finding suggests that although the neurobiological paradigm prevails, the pictures of users in psycho-pharmaceutical advertising continues to depend on culturally fixed gendered scripts.

The topics of gender and sustainability are firmly anchored within a social discourse. Based on both factors, customers are placing demands on companies and have specific ideas on how they should be represented in advertising. The case study presented herein combines these two topics and examines the portrayal of gender in the external marketing communication of the fair fashion label ARMEDANGELS. By analysing individual Instagram publications, the case study identifies how the topic is generally portrayed on the company’s channel. Furthermore, the perspectives of customers are determined through conducted interviews. When comparing the two sides, it becomes apparent that customers mostly approve of the attempt to break with conservative gender roles as well as an equal representation of the male and female personas. In addition to expanding the theoretical considerations of the triple bottom line as well as the S-O-R model, we derive recommendations for ARMEDANGELS and for other companies in the fashion industry. For customer retention purposes, companies should therefore focus on aligning the sexes, breaking with the general gender binary and integrating LGBTQ+ communities in future marketing measures.

Sensory analysis shows that the addition of 0.4 per cent (w/v) of the macrocyclic β‐cyclodextrin (βCD) to goat’s milk improves the flavour and reduces its goaty taste, due to encapsulation of molecules responsible of this flavour. In vitro studies of the inclusion of formed complexes between βCD and short‐chain fatty acids, caprylic (C₈...) and capric acid (C₁₀...), were carried out by differential scanning calorimetry (DSC) and proton magnetic resonance (...¹HNMR). Complex formation was confirmed by DSC, through the disappearance of the signs due to melting of C₁₀ and C₈ after the encapsulation process. The ¹H NMR technique shows that C₁₀... is included in the βCD cavity. The results suggest that βCD can encapsulate short‐chain fatty acids, making possible its use for masking of these compounds in goat’s milk and derivatives.

This study aims to examine the relationship among three main constructs of financial status, e‐commerce components, and Hispanic small businesses' (HSBs') perceptions regarding the contracting process of the United States Department of Agriculture (USDA) as they pertain to HSBs and their current capacity to gain access to government procurement.

The paper employs descriptive statistics and association analysis conducted on survey data from a random sample of 206 HSBs.

The analysis indicates that the HSBs' financial status has no impact on HSBs pursuing contracts with the USDA; instead, it impacts HSBs' ability to secure contracts. E‐commerce components seem to have no impact on HSBs' ability to pursue and/or secure contracts. The perceptions of services provided by the USDA to HSBs were found to be different depending on whether an HSB has secured a USDA contract.

Findings on HSBs in government contracting with the USDA might also be relevant to small businesses, regardless of ethnicity. This study was conducted for the USDA procurement process, but the process may vary due to the types of services contracted or the function of the agency/business itself. Non‐response biases were tested and found not significant.

This paper contributes to the literature in two complimentary ways. One contribution supports some of the earlier research on barriers for engagement of small business in government procurement. The second contribution offers specifics on Hispanic small businesses.