Made for China: global collaboration and understanding in advertising design

With a burgeoning economy and one of the world’s largest populations of consumers, the growth and opportunities for graphic design in Mainland China seem endless. Western design and advertising agencies are eager to capture the imaginations of the Mainland audience. The visual communications strategies proposed by western advertising agencies however, often display an inadequate understanding of the historical relevance of symbols and long held value sets of the Chinese consumer. Some agencies take the viewpoint that the Mainland audience wants a copy of things ‘western.’ This can be observed in the shopping districts of most major cities in China where billboards displaying oversized images of Caucasian models dominate the visual environment. Another commonly used strategy is to use a mix of visually interesting Chinese symbols without understanding the full meaning and implication of those symbols. The above illustrates that design educators must begin the process of cross-cultural awareness at the undergraduate level to assure that more effective creative strategies can be achieved in the future. This paper explores cultural confusion in design and the possibilities of overcoming these misunderstandings through cross-cultural collaboration.

Is a healthy diet affordable and accessible in the city of Yarra, Victoria Australia? An analysis of cost disparity and nutritional choices

This study aimed to examine cost disparity and nutritional choices within the
City of Yarra (Yarra), targeting three suburbs that have low- and high-rise
estates: Richmond, Fitzroy, and Collingwood. The healthy food basket
(HFB) was modeled on the Queensland Healthy Food Access Basket for a
six-person family for a fortnight and was constructed to include food items
that are common to ethnic groups living in Yarra. The HFB food item costs
were sampled across 29 food outlets in Yarra. The average cost of HFB per fortnight
for a family of six was significantly lower in Richmond (Mean = $419.26)
than in Collingwood (Mean = $519.28) and in Fitzroy (Mean = $433.98). While
costs for cereal groups, dairy, meats and alternatives, and non-core were
comparable across the suburbs, significant differences were noticed for fruit,
legumes and vegetables. Geographic location alone explained 54% of the
variance in HFB price (F_2,26 = 15.23, p < 0.001) and 32.7% in the variance of
fruit, vegetable and legumes (F_2,26 = 7.72, p < 0.001). The effect of geographic
location remained consistent after controlling for the type of food
outlets. The type of food outlets had a non-significant effect on the variance
of prices. Richmond had a greater number variety of fruit, vegetables, and
legumes (F_{2, 26} = 5.7, p < 0.01) and an overall lower number of missing items
(F_{2, 26} = 3.9, p < 0.05) than Collingwood and Fitzroy. The diversity of food
available in the three suburbs was more likely to reflect the Vietnamese,
Chinese and East-Timorese shopping pattern than the rest of other ethnic

The role of the gift wrap stall at christmas

The pressure to wrap a gift can cause anxiety for the giver. At Christmas, many shopping centres have gift wrap stalls to assist their customers with the wrapping. In this paper we explore the purpose of a gift wrap stall and the role it plays in Christmas gift shopping. Data were collected through observation as it allowed insights into the phenomena that could not otherwise be obtained. Findings include the nature of a gift wrap stall, the mood surrounding the gift wrap stall, the types of gifts wrapped, the level of decision making involved, the role of the staff and issues relating to trust, the waiting times for gift wrapping, the giver’s gift wrap skills, and enquiries into the gift wrap service. This research makes an insightful contribution to a novel topic in the field of consumer behaviour as it allows us to better understand gift wrapping and its role in gift exchange.

Understanding the older food consumer, present day behaviours and future expectations

The main aim of this study was to determine whether Baby boomers know how they would manage to maintain a healthy diet on lower incomes in retirement. A cross-sectional survey was conducted at two shopping centres in Melbourne, Australia with 352 respondents. Contingency table analyses (using chi-square tests) were used to examine differences in present and future cooking habits between gender, age and socio-economic groups as well as anticipated changes to food shopping if they had less money in the future. The findings suggest that the most common food preparation behaviours were making meals from scratch ingredients (80% of participants) or using a combination of fresh and convenience foods (55% of participants), with socio-economic and demographic factors significantly influencing specific behaviours. Nearly 50% responded that if they had reduced income they would make a change to their food shopping habits. The most common changes were to the types of food purchased and seeking out special offers or cheaper brands. The results suggest that when faced with a lower standard of living, people will make changes to their food consumption habits. The challenge facing health promotion practitioners, is to ensure that these changes are well informed, leading to healthy options.

Consumer knowledge and attitudes to salt intake and labelled salt information

The objective of this study was to investigate consumers’ knowledge of health risks of high salt intake and frequency of use and understanding of labelled salt information. We conducted a cross-sectional survey in shopping centres within Metropolitan Melbourne. A sample of 493 subjects was recruited. The questionnaire assessed salt related shopping behaviours, attitudes to salt intake and health and their ability to interpret labelled sodium information. Four hundred and seventy four valid surveys were collected (65% female, 64% being the main shopper). Most participants knew of the relationship between salt intake and high blood pressure (88%). Sixty five percent of participants were unable to correctly identify the relationship between salt and sodium. Sixty nine percent reported reading the salt content of food products when shopping. Salt label usage was significantly related to shoppers concern about the amount of salt in their diet and the belief that their health could improve by lowering salt intake. Approximately half of the sample was unable to accurately use labelled sodium information to pick low salt options. Raising consumer awareness of the health risks associated with high salt consumption may increase salt label usage and purchases of low salt foods. However, for food labels to be effective in helping consumers select low salt foods a more ‘user friendly’ labelling format is needed.

Does modifying the household food budget predict changes in the healthfulness of purchasing choices among low- and high-income women?

Food cost has a strong influence on food purchases and given that persons of low income often have more limited budgets, healthier foods may be overlooked in favour of more energy-dense lower-cost options. The aim of this study was to investigate whether modifications to the available household food budget led to changes in the healthfulness of food purchasing choices among women of low and high income. A quasi-experimental design was used which included a sample of 74 women (37 low-income women and 37 high-income women) who were selected on the basis of their household income and sent an itemised shopping list in order to calculate their typical weekly household shopping expenditure. The women were also asked to indicate those foods they would add to their list if they were given an additional 25% of their budget to spend on food and those foods they would remove if they were restricted by 25% of their budget. When asked what foods they would add with a larger household food budget, low-income women chose more foods from the ‘healthier’ categories whereas high-income women chose more foods from the less ‘healthier’ categories. However, making the budgets of low- and high-income women more ‘equivalent’ did not eradicate income differences in overall healthfulness of food purchasing choices. This study highlights the importance of cost when making food purchasing choices among low- and high-income groups. Public health strategies aimed at reducing income inequalities in diet might focus on promoting healthy diets that are low cost.

Body weight and weight loss : are health messages reaching their target?

Objective: To investigate lay peoples’ knowledge of health risks of overweight, accuracy of self-perception of body weight and perceived benefits of weight loss. Method: A nine item questionnaire was administered to a cross sectional survey of adults in metropolitan shopping centres, height and weight were measured. Results: Two hundred and nine (57% female) adults completed the survey. Thirty eight percent had a healthy BMI (18.5-24.9), 38% were overweight (BMI 25-29.9) and a further 22% were obese (BMI>30). However only 46% perceived themselves ‘overweight’, 50% considered themselves ‘just about right’ and 4% considered themselves ‘underweight’. Of those with a BMI of 25 or greater 28% considered their weight ‘just about right’. Over 80% thought ‘being overweight’ was ‘likely’ or ‘very likely’ to be a risk factor for cardiovascular disease, hypertension, diabetes and stroke; however 20% of overweight or obese individuals did not think their health would improve if they lost weight. Conclusion: A significant proportion of overweight or obese individuals do not accurately perceive their body weight and do not recognise the health advantages of weight loss despite recognising excess body weight as a risk factor for chronic diseases. Implications: Increasing the awareness of an individual’s BMI and promoting the benefits of modest weight loss maybe two underutilized strategies for population level weight control.

Urban sustainability and market typologies : lessons from Tabriz Bazaar

The market is an essential component of urban form. Contemporary shopping malls can benefit from the inherent efficiencies of traditional markets. This paper addresses the development of sustainable models of market typologies based on a specific case study, the Bazaar of Tabriz in Iran.

As one of the biggest historical covered markets in the world (Moradi and Nassabi 2007), it remains an effective trading centre in the city. What are the lessons that make Tabriz a sustainable urban typology and what lessons can we draw from its spatial and operational structure?

To address this question, the paper presents two analytical studies of the urban and building morphology of Tabriz. First, the paper presents an analysis of the urban and social structure of the market based on Lynchian analysis. Second, it provides an analysis of the thermal, ventilation and lighting principles used in the buildings of the market and how they respond to the extreme climatic conditions of north-west Iran.

Rainfall and snow in one side and hot summers in the other, give the buildings in the city really critical performance in terms of life span during the years of operation.

The main target in this case study, is to illuminate the urban typological clarifications in the Bazaar of Tabriz, which wilt elucidate how parallel links between urban morphology (land cover) and urban typology (land use) in a defined urban planning can form a sustainable urban space. Moreover, how the case of this study can be an energy efficient complex with its own urban morphology.

The lessons of Tabriz for the development of contemporary markets are summarised in the paper and need to be addressed at two scales, namely the urban scale and the scale of the building.

Depression, nutritional risk and eating behaviour in older caregivers

Objective
This study investigated the relationship between depression, nutritional risk and dietary intake in a population of older caregivers.

Design
Mailed questionnaire with sub group participating in a home-based interview.

Participants and setting
Seventy-six community dwelling caregivers aged 50 y or over from Victoria, Australia.

Measurements
Questionnaires provided information on weight, height, hours of care, depressive symptoms, nutritional risk and appetite. The home-based interview assessed dietary intake and shopping, cooking and meal consumption habits.

Results
The sample had a mean±SD age of 70.3±12.8 y, BMI of 27.2±4.8 kg/m2 and the time spent caring was 101.8±68.1 h/wk. Overall, 32% of caregivers had depressive symptoms, 21% were at risk of malnutrition and 21% reported their appetite was fair/bad/very bad. Caregivers with depressive symptoms (32%) compared to those with no depressive symptoms (53%) had a poorer appetite (p<0.05). Of the 20 caregivers who participated in the home interview, 25% reported they ate their meals alone.

Conclusion
A significant proportion of community dwelling older caregivers had depressive symptoms, were at risk of malnutrition and had poor appetites, although the majority were overweight or obese.

The use of table and cooking salt in a sample of Australian adults

Dietary sodium, the major source being salt, is associated with hypertension. Australian adults consume more than the recommended amount of salt and approximately 15% of dietary sodium comes from salt added at the table and during cooking. Objective: To determine the frequency of and the demographic characteristics associated with discretionary salt use. Design: A cross sectional survey conducted in shopping centres within Metropolitan Melbourne. Participants completed a questionnaire assessing discretionary salt use and attitudes to salt intake. Outcomes: Four hundred and seventy four surveys were collected (65% female, 77% Caucasian, 64% holding a university qualification). Eighty nine percent of respondents were classified as salt users and 11% as non-salt users. Of the salt users 52% reported that they always or sometimes add salt during cooking and at the table. Those of Asian descent and younger respondents aged 18-24 years were more likely to be salt users (chi2=12.3, df=2, p<0.001; chi2=19.2, df=5, p<0.01). Conclusion: Discretionary salt use remains high. To successfully reduce population dietary salt intake public health campaigns are urgently required and need to include consumer advice to reduce discretionary salt use, whilst reducing the salt added to processed foods. Such campaigns should include younger age groups and should be appropriate for all ethnic backgrounds to raise the awareness of the risks of a high salt diet on health.

Social ideological influences on reported food consumption and BMI

Background : The purpose of this study was to investigate relationships between ideological beliefs, perceptions of the importance of health behaviours, health attitudes, food consumption, and Body Mass Index (BMI). A behavioural model was hypothesized based on the Theory of Reasoned Action (Fishbein & Ajzen, 1975).

Methods : A survey was conducted among shoppers aged between 40 and 70 years at Eastland Shopping Centre, Melbourne, Australia. The hypothesized model was tested with this empirical data (n = 410) for younger (n = 151) and older (n = 259) age groups using structural equation modelling.

Results : The findings generally support the study hypotheses. For both groups, egalitarianism had a direct and positive influence on perceptions of the importance of health behaviours. Materialism and masculinity impacted negatively on health attitudes, which positively influenced importance of health behaviours. Perceptions of importance of health behaviours impacted positively on the consumption of healthy foods such as vegetables and fruits, but negatively on consumption of unhealthy foods including sweets and fats. However, BMI was significantly influenced by the consumption of unhealthy foods (e.g., sugar and fats) only for the younger age group. Hence, the associations between beliefs, attitudes, consumption behaviours, and BMI outcomes differed between younger and older age populations.

Conclusion : Social ideological beliefs appear to influence health attitudes and thereafter, the consumption of healthy and unhealthy foods and BMI via different pathways.

Social ideological influences on food consumption, physical activity and BMI

We investigated relationships between ideological beliefs (i.e., diaphanous body image and environmental concerns), food attitudes, evening meal patterns, physical activity, and Body Mass Index (BMI). A behavioural model was hypothesized based on the Theory of Reasoned Action. A survey was conducted among shoppers aged 40–70 years at Eastland Shopping Centre, Melbourne, Australia. The hypothesized model was tested among female baby boomers (n = 547) for younger (n = 245) and older (n = 302) age groups using structural equation modeling. Findings showed that diaphanous body image had a direct and positive influence on negative food attitudes, which is likely to lead to higher BMI for both age groups. Body image beliefs were positively related to physical activity only for women aged 56–70 years. In contrast, among women aged 40–55 years, strong pro-environmental concerns suggested less consumption of both healthy (e.g., fruit and vegetables) and unhealthy (e.g., sugar and fats) foods. Moreover, strong pro-animal concerns resulted in higher BMI for the younger women. As expected, increased physical activity negatively influenced BMI. Importantly, the associations between ideological beliefs, attitudes, evening meal patterns, and BMI differed between younger and older female baby boomers.

Associations between parental concern for adolescent weight and the home food environment and dietary intake

Objective: Examine associations between parental concern about adolescent weight and adolescent perceptions of their dietary intake, home food availability, family mealtime environment, and parents' feeding practices.

Design: Cross-sectional study.

Setting: Adolescents, aged 12-15 years from 37 secondary schools in Victoria, Australia, and their parents completed surveys in 2004-2005.

Participants: 1,448 adolescent–parent pairs.

Main Outcome Measures: Parental concern about adolescent weight; adolescent perceptions of their food intake and home food environment.

Analysis: Chi-square tests, exploratory factor analysis, independent t tests (P < .01).

Results: Although 12% of parents perceived their adolescent as overweight, 27% were concerned about their adolescent's weight (under- or overweight). Adolescents of concerned parents reported lower intakes of energy-dense snacks and less home availability of these food items, and they perceived that their parents less often listened to and considered their food preferences when shopping and cooking, than did adolescents of unconcerned parents. Concerned parents were no more likely to provide fruits and vegetables in the home or a positive family mealtime environment than unconcerned parents, at least as reported by their adolescents.

Conclusions and Implications: Parental concern about adolescent weight was associated with lower intakes of energy-dense snacks among adolescents, less home availability of these food items, and less supportive parental feeding practices. Parents should be encouraged to listen to and consider their adolescents' food preferences, and provide supportive family mealtime environments and healthful food in the home.

The long-term predictive validity of the consumers' need for uniqueness scale

This research examines the long-term ability of the consumers’ need for uniqueness measure to predict consumers’ valued possessions, shopping behaviors, and experiences. Consumers’ need for uniqueness reflects individual differences in counterconformity motivation (i.e., the pursuit of differentness relative to others) that is manifest in consumer responses. This research reports on 2 longitudinal assessments of the scale's predictive validity using data collected at 4 stages from a consumer mail-survey sample. One year following initial responses to the trait measure, respondents participated in a second survey in which they photographed and rank ordered their valued possessions. In a third survey, the photographs served as cues to obtain responses to ratings of possession benefits and to questions regarding acquisition of the possession. Overall, the results support a number of hypotheses regarding the relation of consumers’ need for uniqueness to salient possession benefits, types of goods comprising consumers’ valued possessions, and shopping behaviors associated with acquiring valued possessions. Two years following initial responses to the trait measure, members of the consumer mail panel completed a fourth survey, indicating their participation in various uniqueness-enhancing consumer activities. Results support the stability and predictive validity of the measure over the 2-year period. Because the design of possessions and endorsed uniqueness-enhancing activities considered in the consumer mail panel studies varied across individuals, an additional study was conducted that demonstrated the scale's ability to predict individuals’ counterconformity responses to the same choice situation.