The effects of sway velocity on the triceps surae H-reflex during quiet standing

We have previously observed a change in the magnitude of the soleus (SOL) and medial gastrocnemius (MG) H-reflexes during different sway positions of quiet standing. The purpose of the present study was to extend the earlier finding by examining whether the SOL and MG H-reflexes are additionally influenced by the velocity of sway, i.e., whether the body is swaying in either the forward or backward direction. Five healthy subjects participated in the study. The mean position of the centre of pressure (COP) in the antero-posterior direction was determined while the subject stood quietly on a force plate for 60 s. In contrast to the earlier study, where the H-reflex was tested at the outermost positions of sway (±6 mm from the baseline mean), the current study elicited a SOL and MG H-reflex as the COP passed through the mean position of sway. This resulted in two sway conditions, where the position of the COP was the same but the sway velocity was different (10 mm s-1 forward and 10 mm s-1 backward). During the forward as compared to the backward velocity condition, there was a 20% and 25% increase in the amplitude of the H-reflex for the SOL and MG muscles, respectively, while the size of their respective background activities were the same. SOL and MG M-waves, as well as the level of background activity from the antagonist (tibialis anterior), were not different between the two sway conditions and thus cannot account for the observed changes to the amplitude of the H-reflexes. It can be concluded from these results that the direction (velocity) of sway has the ability to influence the size of the SOL and MG H-reflexes. The facilitation of the SOL and MG H-reflexes observed while swaying forward may be due to a reduction in presynaptic inhibition or an improvement in Ia synaptic efficacy brought about by changes in muscle length.

Customers as spatial and social influencers on other customers in the social-servicescape

In marketing, considerable attention has been devoted both to the understanding of consumer behaviour and the impact of the physical environment on the behaviour of consumers within these settings. Yet surprisingly, little attention has been given to the influence of customers on other customers in such settings. But within the environment it could be argued that social stimuli are likely to receive more attention than non-social or physical stimuli (Guerin, 1993). Psychologists have asserted that the mere presence (or absence) of people will affect the behaviour of others. Thus we argue in this paper that customers impact on other customers within the social servicescape. This paper presents the findings of an observational study of 225 episodes which took place within a selected servicescape - four cafes. We found that the presence of other customers appeared to positively influence duration of the stay (social influence), and that customers appeared to exhibit a desire for the presence of other customers in this social setting in that customers appeared to be drawn spatially to where customers were already seated (spatial influence). We draw from psychology, in particular, social facilitation theory (Platania and Morin, 2001; Zajonc, 1965), affiliative conflict theory (Argyle and Dean 1965; Knowles 1980, 1989) and from psychology and sociology in terms of the basic emotional need for a “sense of belonging” (Hagerty, Williams and Oe 2002) in order to develop the conceptual framework for this study. Theoretical and managerial implications of our findings are discussed, as well as directions for further research.