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As one way of gauging the relative importance of the independent variables contributing to the equations, the numbers in each of the five categories of independent variables were counted and are shown in Table 18-13. The first category ''appropriateness" accounts for the largest percentage of variables included in the analyses; one component "really like" of appropriateness alone contributed 12 percent. The demographics consisted of such variables as age, gender, and so on. "Considerations" were the six food considerations mentioned earlier. Average involvement was a variable computed by averaging three attributes that were designed to measure degree of involvement with foods, and average appropriateness was simply the average for a food over all situations.

The involvement scale is an interesting one. In this author's opinion, involvement represents a missing link in the explanation of why attitudes do not predict behavior to a greater degree than has been found in most research studies. It appears from consumer behavior research that some attitudes toward food or other goods are indicated by respondents when they are asked the questions, not because they consider them relevant, but simply because they feel it is appropriate to respond. The consumer behavior literature has recognized this factor (Wilkie, 1990), and for the past 10 years researchers have been actively measuring involvement as an intermediate variable in helping to explain the nature of purchase and of consumption of goods and services.

TABLE 18-13 Summary of Variables in Multiple Regression Prediction of Frequency of Consumption

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Laboratory Appropriateness Studies

Kramer et al. (1992) conducted a study on the effects of time of day and appropriateness on food intake and hedonic ratings with 19 male employees of the U.S. Army Natick Research, Development and Engineering Center. Thirty-six representative breakfast and lunch foods were rated for acceptability by the 19 respondents when the foods were served for breakfast or lunch. The 19 subjects were given foods that they had been rated high and low in appropriateness for each of the meal occasions. They rated their hunger and each food item on a hedonic scale before and after each meal. Although food items were rated higher for appropriate meals, consumption was actually greater for lunch items that were served for breakfast, with hedonic ratings during meals equal to ratings before meals. However, hunger rated lower after inappropriate meals. Although this study seems to indicate that inappropriate foods for particular meals do not result in lowered consumption, perhaps the 2-wk time period involved in this study was not long enough to overcome what might be considered a novelty effect. The fact that hunger was rated lower after inappropriate meals may be a clue to the eventual result that foods that are particularly inappropriate for meal occasions would be consumed at a lower level.

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Ohtani homers in third straight, helps Halos rally

By Maria Guardado @mi_guardado
Apr. 7th, 2018

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show continued to rage here on Friday night, as the two-way phenom launched his third home run in as many games, helping spark an improbable comeback that propelled the Angels to a wild 13-9 win over the A's in their series opener at Angel Stadium.

After the Angels fell into an early 6-0 hole, Ohtani crushed a 2-0 fastball from A's right-hander Daniel Gossett to straightaway center field to put his club on the board in the second inning. The ball flew off his bat at 112.4 mph and traveled an estimated 449 feet, according to Statcast™ , splashing into one of the fountains nestled within the stadium's signature rock formation. The blast stands as the hardest-hit and longest home run for the Angels in 2018.

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"I wanted to get on base and bring in a run to compete later in the game," Ohtani said. "As a result, it became a home run, so I'm glad."

Video Statcast: Ohtani's 449-ft. homer 00:41

Statcast measures the exit velocity, launch angle and projected distance of Shohei Ohtani's 449-foot home run in the 2nd inning vs. Oakland


Ohtani, who homered off the Indians' Josh Tomlin on Tuesday and reigning American League Cy Young Award winner Corey Kluber on Wednesday, is the first Angels rookie to homer in each of his first three home games.

"It's getting old," shortstop Andrelton Simmons joked. "No, but it's really cool to see him swing the bat that well. I'm happy for him. I think we all are. He has big power, and he's showing it."

Ranking Ohtani's first three home runs

Ohtani's prowess as a two-way player earned him a reputation as the "Babe Ruth of Japan," and he's lived up to his moniker over his first week in the Majors. The 23-year-old left-handed slugger (and right-handed pitcher) is the first AL player to homer in three straight games in the same season that he started a game as a pitcher since Ruth in 1930. He now has more home runs than the Tigers, Royals and Marlins.

Video Ohtani's amazing first two weeks 02:44

Shohei Ohtani has an amazing first two weeks in MLB, tossing a quality start, homering in three straight games and tossing a near perfecto


His historic exploits have captivated the baseball world, turning each of his at-bats into must-watch television. When Ohtani came up to bat in the fifth inning with the bases loaded and the Angels trailing, 8-6, the crowd of 36,023 got to its feet and started chanting, "Oh-tah-ni! Oh-tah-ni!"

Read “Mary L. Baker, 61, Spurned Suitors" (July 14, 1961)
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By Gretchen Morgenson

True love happens in times both good and bad. But when the economy plummets, marriage rates nose-dive as well.

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dated June 2, 1932, during the depths of the Great Depression, about the decline in marriage license applications. Indeed, even the prospect of winning a black silk top hat wasn’t enough to draw crowds to the license bureau at City Hall, the article proclaimed. By early afternoon on June 1, officials had granted only 22 license applications, roughly half the number of a year earlier.

That those marriage license applications were still declining almost three years after the 1929 stock market crash is a testament to just how profoundly the economic downturn of the 1930s affected Americans. Although the crash was a cataclysmic event that many consider the beginning of the Depression, the worst of the downturn occurred years later.

The day of The Times’s report on marriage license applications, the Dow Jones industrial average closed at around 47, down 88 percent from its peak of 381 on Oct. 3, 1929. About one month after the article appeared, the Dow Jones collapsed to around 41.

Throughout the early 1930s, the government was still devising legislation in response to the improprieties on Wall Street that had emerged. The banking law known as Glass-Steagall, meant to address the conflicts of interest in the banking industry that had harmed so many consumers and small investors, did not pass until 1933.

While readers of The Times may not have realized it, in June 1932, the stock market was about to begin its slow upward reversal. By mid-1934, it had rallied to around 97.

This recovery, although painfully sluggish, was perhaps reflected in a lengthy Times report on June 10, 1934 about bridal traditions. Headlined “ Though the World Changes, the June Bride Is Eternal ,“ the feature compared then-current brides with those of five decades earlier.

And although the report acknowledged the vexing economy and what it meant for brides and grooms, it also conveyed a growing sense of hope among newlyweds.

“Certain young married women are for the first time hunting paying jobs and facing the difficulties attendant on the consequent double task of running a home and an office,” the article said.

Nevertheless, it continued: “Once again, the wedding awnings are up on the avenue, the roads leading to Westchester and Long Island are sprinkled with small cars full of gay young men in tall silk hats, and cream-colored envelopes flood the mails. It is June, and for better or worse, the brides are walking the aisles.”

Read “June Wedding Rush Retarded by Slump" (June 2, 1932)

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