The effect of branding-that is, the labelling and marketing-of a well-known proprietary analgesic used to treat headaches was studied in a sample of women given a branded or unbranded form with either an inert or an active formulation. The sample was also divided according to whether the subjects were regular users of the brand or users of other brands. The findings showed that branded tablets were overall significantly more effective than unbranded tablets in relieving headaches. Differential effects were observed: the effects of branding were more noticeable one hour after the tablets were taken compared with 30 minutes; in the women given the placebo; and in the users of the brand compared with the users of other brands.It is hypothesised that these effects are due to increased confidence in obtaining relief with a well-known brand, and that branding has an analgesic effect that interacts with the analgesic effects of placebos and active ingredients.

This study was carried out to determine patient perceptions of respiratory tract infections and attitudes to taking antibiotics, thus helping doctors to have a better understanding of their patients and their requirements. Telephone interviews were conducted in the UK, Belgium, France, Italy, Spain and Turkey using standardized questionnaires directed at patients who had taken an antibiotic or given one to their child for a respiratory tract infection within the previous 12 months. Approximately 200 working adults (< or = 55 years), 200 elderly adults (> 55 years) and 200 mothers of children (< 12 years) from each country were contacted; in total, 3610 subjects. Pressure on GPs to prescribe antibiotics was highlighted by over 50% of interviewees' believing that they should be prescribed for most respiratory tract infections. Although interviewees were positive about antibiotics, with over 75% judging them to be effective and to speed recovery, some ambivalence was shown. Most patients waited 2-3 days before consulting their doctor and over 80% of respondents expected symptoms to improve after 3 days' treatment. This provided a natural watershed for compliance, with most defaulters stopping after 3 days because they felt better. Second only to fewer side-effects, patients ranked shorter and more convenient dosage alongside efficacy as the improvements most sought in antibiotic therapy. In conclusion, patients regarded antibiotics as important in the treatment of respiratory tract infections, with interest shown in short-course, once-daily therapy. Doctors, however, need to reassure patients that short courses will eradicate infections and have minimal adverse effects on the immune system.

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The electronic social media such as Twitter, Facebook, MySpace, etc. have become a major form of communication, and the expression of attitudes and opinions, for the general public. Recently, they have also become a source of data for market researchers. This paper aims to provide a critical look at the advantages and limitations of such an approach to understanding brand perceptions and attitudes in the market place. Although the social media provide a wealth of data for automated content analyses, this review questions the validity and reliability of this research approach, and concludes that social media monitoring (SMM) is a poor substitute for in-depth qualitative research which has many advantages and benefits. Design/methodology/approach -The paper presents a detailed, systematic comparison of various research approaches. These include well-established methods and recent inventions which are in use to explore and understand consumer behaviour and attitudes. Particular attention is given to the analysis of spontaneous consumer attitudes as expressed through the social media and also in qualitative research interviews.Findings -This analysis concludes that there are three critical features which differentiate qualitative research (as practised in IDIs and group discussions) from SMM. These are: the direct, interactive dialogue or conversation between consumers and researchers; the facility to "listen" and attend to the (sometimes unspoken) underlying narrative which connects consumers' needs and aspirations, personal goals and driving forces to behaviour and brand choice; and the dynamic, interactive characteristics of the interview that achieve a meeting of minds to produce a shared understanding. Philosophically, it is this "conversation" that gives qualitative research its validity and authenticity which makes it superior to SMM. Originality/value -This review questions the validity and reliability of the SMM, and concludes that it is a poor substitute for in-depth qualitative research which has many advantages and benefits.

Visual imagery has potentially powerful effects on human psychology and physiology, affecting ideas, perceptions, beliefs, feelings, behaviour and health. It plays a central role in most advertising, especially posters, print and TV, but also radio through the ability of language and description to conjure up images internally. In order to investigate the effects of imagery and devise appropriate tools to analyse its influence on the consumer, we need an understanding of the mechanisms involved. Techniques that are grounded in knowledge and theory have greater validity and credibility as to their effectiveness, and can give clients more confidence when buying qualitative research.

A bstraci Research on intergroup relations by Tafel and others (e.g. Tafel et al., 1971; Billig and Taifel, 1973) has indicated that there are two opposing norms governing intergroup behaviour-a norm for discrimination and a norm for fairness. The behaviour that results from social categorization represents a compromise between these opposing norms. The norm for discrimination is explained in terms of social comparison processes and the need to achieve a positive ingroup identity (Turner, 1975). Along similar lines, another study suggests that discrimination is strongest on the part of the self-perceived underdog in order to assert its independent and individual identity (Branthwaite and Jones, 197.5