California State University, Long Beach

About: California State University, Long Beach is a education organization based out in Long Beach, California, United States. It is known for research contribution in the topics: Population & Poison control. The organization has 10036 authors who have published 13933 publications receiving 377394 citations. The organization is also known as: Cal State Long Beach & Long Beach State.

The Situational Impact of Brand Image Beliefs

Abstract: This study experimentally examines some situational influences on the formation and consequences of two brand image/personality beliefs, pertaining to fun and sophistication (classiness). It experimentally tests McCracken's (1986) meaning transfer mechanisms and establishes that non-verbalized personality associations of celebrity endorsers on these dimensions do indeed reinforce equivalent consumer beliefs about a brand's fun and classiness benefits, but only if a social consumption context is evoked, and only if the brand image beliefs are appropriate to the consumer schema for the product category involved. Moreover, under these facilitating conditions, such ad-created brand image beliefs have an impact only on brand purchase intentions, and not on brand attitudes. Results have implications for the growing literature on different types of brand imagery associations, as well as for future research on the processing of nonverbal stimuli, the measurement of non-functional brand beliefs, and consumer inference processes.

Racial microaggressions as a tool for critical race research

Abstract: This conceptual article utilizes critical race theory (CRT) to explain how everyday forms of racism – racial microaggressions – emerge in the everyday experiences of People of Color. We provide a framework for understanding and analyzing racial microaggressions that demonstrates how everyday racist events are systemically mediated by institutionalized racism (i.e. structures and processes), and guided by ideologies of white supremacy that justify the superiority of a dominant group (whites) over non-dominant groups (People of Color). To demonstrate the conceptual utility of the framework, we utilize historical and contemporary examples of racial micoraggressions, and offer varied ways to use the framework in critical race research. We argue racial microaggressions can be a powerful ‘tool’ for identifying, disrupting, and dismantling the racism that marginalizes, subordinates and excludes People of Color in and outside of education.

Geologic correlation of the Himalayan orogen and Indian craton: Part 2. Structural geology, geochronology, and tectonic evolution of the Eastern Himalaya

Abstract: Despite being the largest active collisional orogen on Earth, the growth mechanism of the Himalaya remains uncertain. Current debate has focused on the role of dynamic interaction between tectonics and climate and mass exchanges between the Himalayan and Tibetan crust during Cenozoic India-Asia collision. A major uncertainty in the debate comes from the lack of geologic information on the eastern segment of the Himalayas from 91°E to 97°E, which makes up about one-quarter of the mountain belt. To address this issue, we conducted detailed field mapping, U-Pb zircon age dating, and 40Ar/39Ar thermochronology along two geologic traverses at longitudes of 92°E and 94°E across the eastern Himalaya. Our dating indicates the region experienced magmatic events at 1745–1760 Ma, 825–878 Ma, 480–520 Ma, and 28–20 Ma. The first three events also occurred in the northeastern Indian craton, while the last is unique to the Himalaya. Correlation of magmatic events and age-equivalent lithologic units suggests that the eastern segment of the Himalaya was constructed in situ by basement-involved thrusting, which is inconsistent with the hypothesis of high-grade Himalaya rocks derived from Tibet via channel flow. The Main Central thrust in the eastern Himalaya forms the roof of a major thrust duplex; its northern part was initiated at ca. 13 Ma, while the southern part was initiated at ca. 10 Ma, as indicated by 40Ar/39Ar thermochronometry. Crustal thickening of the Main Central thrust hanging wall was expressed by discrete ductile thrusting between 12 Ma and 7 Ma, overlapping in time with motion on the Main Central thrust below. Restoration of two possible geologic cross sections from one of our geologic traverses, where one assumes the existence of pre-Cenozoic deformation below the Himalaya and the other assumes flat-lying strata prior to the India-Asia collision, leads to estimated shortening of 775 km (∼76% strain) and 515 km (∼70% strain), respectively. We favor the presence of significant basement topography below the eastern Himalaya based on projections of early Paleozoic structures from the Shillong Plateau (i.e., the Central Shillong thrust) located ∼50 km south of our study area. Since northeastern India and possibly the eastern Himalaya both experienced early Paleozoic contraction, the estimated shortening from this study may have resulted from a combined effect of early Paleozoic and Cenozoic deformation.

Understanding network effects in software markets: evidence from web server pricing

Abstract: Prior theoretical research has established that many software products are subject to network effects and exhibit the characteristics of two-sided markets. However, despite the importance of the software industry to the world economy, few studies have attempted to empirically examine these characteristics, or several others which theory suggests impact software price. This study develops and tests a research-grounded model of two-sided software markets that accounts for several key factors influencing software pricing, including network externalities, cross-market complementarities, standards, mindshare, and trialability. Applying the model to the context of the market for Web server software, several key findings are offered. First, a positive market share to price relationship is identified, offering support for the network externalities hypothesis even though the market examined is based on open standards. Second, the results suggest that the market under study behaves as a two-sided market in that firms able to capture market share for one product enjoy benefits in terms of both market share and price for the complement. Third, the positive price benefits of securing consumer mindshare, of supporting dominant standards, and from offering a trial product are demonstrated. Last, a negative price shock is also identified in the period after a well-known, free-pricing rival has entered the market. Nonetheless, network effects continued to remain significant during the period. These findings enhance our understanding of software markets, offer new techniques for examining such markets, and suggest the wisdom of allocating resources to develop advantages in the factors studied.

Systems and methods for distributing targeted multimedia content and advertising

Abstract: A method of delivering content from a content delivery system to a user's terminal over a communication link that provides users with flexibility in determining how to pay for content, one option being to receive targeted advertising with the content. Other options presented to the user involve various methods of paying for limited or unlimited access to the content. Therefore, the status in terms of whether access is free for each available content item relative to each user is tracked using a tracking database.