“Assessment of Heavy Metals in the Environmental Compartments of the Central and Northern Coast of Kerala, India”

The nearshore marine ecosystem is a dynamic environment impacted by many activities, especially the coastal waters and sediments contiguous to major urban areas. Although heavy metals are natural constituents of the marine environment, inputs are considered to be conservative pollutants and are potentially toxic, accumulate in the sediment, are bioconcentrated by organisms and may cause health problems to humans via the food chain. A variety of metals in trace amounts are essential for biological processes in all organisms, but excessive levels can be detrimental by acting as enzyme inhibitors. Discharge of industrial wastewater, agriculture runoff and untreated sewage pose a particularly serious threat to the coastal environment of Kerala, but there is a dearth of studies in documenting the contaminant metals. This study aimed principally to assess such contamination by examining the results of heavy metal (Cu, Pb, Cr, Ni, Zn, Cd and Hg) analysis in seawater, sediment and benthic biota from a survey of five transects along the central and northern coast of Kerala in 2008 covering a 10.0 km stretch of near shore environment in each transect. Trophic transfer of metal contaminants from aquatic invertebrates to its predators was also assessed, by employing a suitable benthic food chain model in order to understand which all metals are undergoing biotransference (transfer of metals from a food source to consumer).The study of present contamination levels will be useful for potential environmental remediation and ecosystem restoration at contaminated sites and provides a scientific basis for standards and protective measures for the coastal waters and sediments. The usefulness of biomonitor proposed in this study would allow identification of different bioavailable metals as well as provide an assessment of the magnitude of metal contamination in the coastal marine milieu. The increments in concentration of certain metals between the predator and prey discerned through benthic food chain can be interpreted as evidence of biotransference.

Influence of personality factors on the consumption of personal care products

This research was undertaken with the primary objective of explaining differences in consumption of personal care products using personality variables. Several streams of research reported were reviewed and a conceptual model was developed. Theories on the relationship between self concept and behaviour was reviewed and the need to use individual difference variables to conceptualize and measure the salient dimensions of the self were emphasized. Theories relating to social comparison, eating disorders, role of idealized media images in shaping the self-concept, evidence on cosmetic surgery and persuasibility were reviewed in the study. These came from diverse fields like social psychology, use of cosmetics, women studies, media studies, self-concept literature in psychology and consumer research, and marketing. From the review three basic dimensions, namely self-evaluation, self-awareness and persuasibility were identified and they were posited to be related to consumption. Several personality variables from these conceptual domains were identified and factor analysis confirmed the expected structure fitting the basic theoretical dimensions. Demographic variables like gender and income were also considered.It was found that self-awareness measured by the variable public self-consciousness explain differences in consumption of personal care products. The relationship between public self-consciousness and consumption was found to be most conspicuous in cases of poor self-, evaluation measured by self-esteem. Susceptibility to advertising also was found to explain differences in consumption.From the research, it may be concluded that personality variables are useful for explaining consumption and they must be used together to explain and understand the process. There may not be obvious and conspicuous links between individual measures and behaviour in marketing. However, when used in proper combination and with the help oftheoretical models personality offers considerable explanatory power as illustrated in the seventy five percent accuracy rate of prediction obtained in binary logistic regression.