Using brand knowledge to predict beer brand preference and loyalty for samples of new frequent users in Perth and Beijing

This study tests a model of Brand Knowledge and Brand Equity of brands of beer on new and frequent users in two populations that differ in their stage of the beer product life cycle and culture. Using Multiple Logistic Regression (MLR) and Binomial Logistic Regression (BLR), models based on the respondents' Brand Knowledge are able to correctly identify Chinese respondents’ preferred brand of beer 56% of the time, while correctly identifying 77% of respondents in an Australian sample when three top brands are tested. The model could further identify 67% of those that stay or switch in both the Australian and the Chinese samples.

Drinkers, non-drinkers and deferrers : reconsidering the beer/footy couplet amongst Australian rules football fans

There is a common perception that football and alcohol go hand in hand and that players and fans routinely engage in excessive and irresponsible drinking. In Australia, this is manifest in the stereotypical ‘Pissed Aussie Rules fan’. Following research with Australian Rules football fans in South Australia, we identified three categories of fans according to their (non)engagement with alcohol: Drinkers, Non-Drinkers and Deferrers. Deferrers were selfidentified drinkers who separated alcohol consumption from spectating, for fear of ‘contamination’. Our identification of counter-stereotypic ways in which fans engage with alcohol (or not) challenges the assumptive worlds in which popular commentary on football and drinking operates. This was, to our knowledge, the first ethnography of drinking behaviour amongst Australian Rules football fans. It demonstrates the advantage of using ethnographic research techniques to understand the relationship between identity and consumption.

Influence of grain size on the compressive deformation of wrought Mg-3A1-1Zn

The influence of the grain size on the flow stress of extruded Mg–3Al–1Zn tested in compression is examined. Samples with grain sizes varying between 3 and 23 μm were prepared by altering the extrusion conditions. Compression testing of the extruded bar was carried out at temperatures between ambient and 200 °C. Twinning dominated the deformation at lower temperatures but this gave way to slip dominated flow when the temperature was raised. For tests carried out at intermediate temperatures, a similar transition was observed when the grain size was reduced. The transition was accompanied by a change in flow curve shape and Hall–Petch slope. The peak stresses achieved when twinning dominated the deformation were up to 100 MPa greater than those seen when slip dominated the flow. Critical grain sizes marking the twinning–slip transition were identified and these are described in terms of the deformation conditions.

Influence of grain size on hot working stresses and microstructures in Mg-3A1-1Zn

The influence of the grain size on the deformation of Mg–3Al–1Zn was examined in compression at 300 °C. At low strains the flow stress increases with increasing grain size. This is interpreted in terms of dynamic recrystallization. Empirical models of dynamic recrystallization are developed and employed to generate a microstructure map.

Effect of grain size on the deformation and dynamic recrystallization of mg-3AI-1Zn

The influence of grain size on the deformation of extruded Mg-3Al-1Zn tested in tension at temperatures between room temperature and 300°C is investigated. The results enable estimation of the deformation conditions for the transition from slip to twinning dominated flow and for the initiation and completion of dynamic recrystallization. A map illustrating these critical parameters is constructed and it is shown that the operating conditions of the common wrought processes straddle key transitions in microstructure behaviour.

The influence of twinning on the hot working flow stress and microstructural evolution of magnesium alloy AZ31

The microstructural evolution during compression (at 350°C and a strain rate of 0.01s-1) was examined for magnesium alloy AZ31 received in the "as-cast" condition. It was revealed that at low strains, many twins are produced and dynamically recrystallized (DRX) grains form as a necklace along pre-existing grain boundaries. At higher strains, DRX stagnates, most likely due to the accommodation of deformation in the DRX fraction of the material. It was also observed that twin boundaries act as sites for the nucleation of DRX grains. The analysis was repeated for samples pre-compressed to a strain of 0.15 at room temperature prior to the hot deformation step. The idea of these additional tests was to increase the degree of twinning and therefore the density of sites for the nucleation of DRX. It was found that statically recrystallized (SRX) grains developed at the twins during heating to the test temperature. When these samples were deformed, the peak flow stress was reduced by approximately 20% and the development of DRX was enhanced. This can be attributed to the accelerated nucleation of DRX in the refined SRX structure.

The influence of sensitivity to reward on reactivity to alcohol-related cues

Aims. To investigate the role of sensitivity to reward in mediating social drinkers' reactivity to alcohol cues. Design. A standard cue-reactivity paradigm was employed. Two groups of social drinkers (heavy and ight) were assessed after exposure to the sight, smell and taste of a neutral cue (water) and then an alcohol cue (glass of beer). Setting. Sessions were conducted in a laboratory based environment. Participants. Twenty heavy (12 males, eight females) and 18 light social drinkers (seven males, 11 females) were recruited; mean age was 23.6 years. Measurements. The Card Arranging Reward Responsivity Objective Test (CARROT), assessing behavioural responsiveness to a monetary incentive; urge to drink; positive affect; and the BAS scales, assessing sensitivity to reward. Findings. Heavy drinkers displayed a significant increase in responsivity to rewards (i.e. CARROT) and self-reported urge to drink, bur not positive affect, after exposure to alcohol. For the heavy drinkers, heightened sensitivity to reward (i.e. BAS scales) was significantly related to cue-elicited urge to drink and positive affect. Conclusion. The results are consistent with a conditioned appetitive motivational model of alcohol use and suggest that Gray's theory of personality may be of some benefit in explaining variation in reactivity responses.

Grain size in Mg alloys: recrystallization and mechanical consequences

The present paper examines the development of grain size during the recrystallization of magnesium alloys and the influence the grain size has on the mechanical response. In magnesium alloys grain refinement improves the strength-ductility balance. This simultaneous increase in both strength and ductility is ascribed to the impact the grain size has on deformation twinning. The mechanisms by which the grain size is established during hot working are shown to be conventional dynamic recrystallization followed by post-dynamic recrystallization. The role of alloying additionon both of these reactions is briefly considered.

Microstructural development during hot working of Mg-3AI-1Zn

he microstructural evolution is examined during the hot compression of magnesium alloy AZ31 for both wrought and as-cast initial microstructures. The influences of strain, temperature, and strain rate on the dynamically recrystallized microstructures are assessed. Both the percentage dynamic recrysallization (DRX) and the dynamically recrystallized grain size were found to be sensitive to the initial microstructure and the applied deformation conditions. Lower Z conditions (lower strain rates and higher temperatures) yield larger dynamically recrystallized grain sizes and increased percentages of DRX, as expected. The rate with which the percentage DRX increases for the as-cast material is considerably lower than for the wrought material. Also, in the as-cast samples, the percentage DRX does not continue to increase toward complete DRX with decreasing Z. These observations may be attributed to the deformation becoming localized in the DRX fraction of the material. Also, the dynamically recrystallized grain size is generally larger in as-cast material than in wrought material, which may be attributed to DRX related to twins and the inhomogeneity of deformation. Orientation maps of the as-cast material (from electron backscattering diffraction (EBSD) data) reveal evidence of discontinuous DRX (DDRX) and DRX related to twins as predominant mechanisms, with some manifestation of continuous DRX (CDRX) and particle-stimulated nucleation (PSN).

A criterion for conventional dynamic recrystallization: Application to magnesium alloys

An analytical approximation for the steady state dynamic recrystallized grain size is combined with a simple nucleation criterion to assess the propensity for dynamic recrystallization. In line with observation, the criterion predicts dynamic recrystallization in 99.9995% pure Al but not in material 99.5% pure. It also agrees with the observation that zone refined ferrite can display dynamic recrystallization at high temperatures and low strain rates but not at lower hot working temperatures. The criterion is applied here to common wrought magnesium alloys to argue that conventional dynamic recrystallization is expected under "normal" hot working conditions.