Foraging Habitat and Chick Diets of Roseate Tern, Sterna dougallii, Breeding on Country Island, Nova Scotia

Breeding seabirds are threatened by human activities that affect nesting and foraging habitat. In Canada, one of the seabirds most at risk of extirpation is the Roseate Tern, Sterna dougallii. Although critical nesting habitat has been identified for the Roseate Tern in Canada, its foraging locations and the diet of its chicks are unknown. Therefore, our goal was to determine the foraging locations and diet of chicks of Roseate Tern breeding on Country Island, Nova Scotia, which is one of Canada's two main breeding colonies. In 2003 and 2004, we radio-tracked the Roseate Tern by plane to locate foraging areas and conducted feeding watches to determine the diet of chicks. Roseate Tern foraged approximately 7 km from the breeding colony over shallow water < 5 m deep. In both years, sand lance, Ammodytes spp., was the most common prey item delivered to chicks, followed by hake, Urophycis spp. Our results are consistent with previous work at colonies in the northeastern United States, suggesting that throughout its range, this species may be restricted in both habitat use and prey selection. The reliance on a specific habitat type and narrow range of prey species makes the Roseate Tern generally susceptible to habitat perturbations and reductions in the availability of prey.

Implicit memory and consumer choice: the mediating role of brand familiarity

Two experiments investigated the influence of implicit memory on consumer choice for brands with varying levels of familiarity. Priming was measured using a consideration-choice task, developed by Coates, Butler and Berry (2004). Experiment 1 employed a coupon-rating task at encoding that required participants to meaningfully process individual brand names, to assess whether priming could affect participants' final (preferred) choices for familiar brands. Experiment 2 used this same method to assess the impact of implicit memory on consideration and choice for unknown and leader brands, presented in conjunction with familiar competitors. Significant priming was obtained in both experiments, and was shown to directly influence final choice in the case of familiar and highly familiar leader brands. Moreover, it was shown that a single prior exposure could lead participants to consider buying an unknown, and indeed fictitious, brand. Copyright (c) 2006 John Wiley & Sons, Ltd.

Implicit memory: a prime example for brand consideration and choice

Three experiments investigated the influence of implicit memory for familiar brand names on consumer choice. Priming was measured using modified preference judgment tasks that comprised both brand consideration and choice components. Experiment 1 used a 'complex choice task' where consideration and choice stages were characterized as acting in sequence. Experiment 2 explored a different formulation whereby consideration and choice were assumed to act in parallel, Both experiments demonstrated that priming had an influence on brand consideration but not on final or preferred choice. Finally, Experiment 3 replicated and extended these findings under more realistic conditions where participants actually received some of the products that they selected. Overall, the experiments suggested that for many decisions involving the consideration of familiar brands prior to choice, previous exposure to brand names can increase the likelihood that they will enter the consumers' consideration set. However, the advantage does not appear to extend to choice itself. Copyright (C) 2004 John Wiley Sons, Ltd.