The extant research suggests the role of consumers ’ perceived aspirations in driving behavior, in-cluding strong brand preference. Despite studies demonstrated the importance of managing aspi-rations, the branding literature yet to look at the relationship between consumers ’ perceived brand aspirations and their willingness to pay price premium. In this backdrop, this study used a four dimensional measure of consumers ’ brand aspiration and demonstrated its consequential effects on consumers ’ willingness to pay price premium. It also examined the role of a situational moderator, brand jealousy on these effects. The findings of the study offer a clear understanding of the assessment of consumers ’ brand aspirations and its consequential effect on consumers ’ be-havioral related outcomes.

Callus induction and plant regeneration from cotyledonary explants of ash gourd (Benincasa hispida L.)

A-type histo-blood group antigen

Susceptibility to norovirus (NoV), a major pathogen of epidemic gastroenteritis, is associated with histo-blood group antigens (HBGAs), which are also cell attachment factors for this virus. GII.4 NoV strains are predominantly associated with worldwide NoV epidemics with a periodic emergence of new variants. The sequence variations in the surface-exposed P domain of the capsid protein resulting in differential HBGA binding patterns and antigenicity are suggested to drive GII.4 epochal evolution. To understand how temporal sequence variations affect the P domain structure and contribute to epochal evolution, we determined the P domain structure of a 2004 variant with ABH and secretor Lewis HBGAs and compared it with the previously determined structure of a 1996 variant. We show that temporal sequence variations do not affect the binding of monofucosyl ABH HBGAs but that they can modulate the binding strength of difucosyl Lewis HBGAs and thus could contribute to epochal evolution by the potentiated targeting of new variants to Lewis-positive, secretor-positive individuals. The temporal variations also result in significant differences in the electrostatic landscapes, likely reflecting antigenic variations. The proximity of some of these changes to the HBGA binding sites suggests the possibility of a coordinated interplay between antigenicity and HBGA binding in epochal evolution. From the observation that the regions involved in the formation of the HBGA binding sites can be conformationally flexible, we suggest a plausible mechanism for how norovirus disassociates from salivary

Date of the award: 22

The present study was undertaken with a view to develop an efficient protocol for in vitro multiple shoot formation and subsequent root induction considering various cultural aspects using nodal segments of Cucurbita maxima and Benincasa hispida. The best hormone for shoot multiplication of pumpkin was BAP (2 mg/l), incase of ash-gourd BAP was 1.5 mg/l. For callus induction BAP+2,4-D was best combination for pumpkin and it was 2.0+0.1 mg/l when in ash gourd BAP+NAA was the best combination. IBA + MS medium were used for induction of shoot bud root. In both of pumpkin and ash gourd 1.5 mg/l IBA was found best for induction of roots.

Effects of different combinations and concentrations of growth regulators and photoperiod on somatic embryogenesis of cucumis melo var. flexuosus

Abstract — Internal combustion engines burn fuel to create kinetic energy. The burning of fuel is basically the reaction of the fuel with the oxygen in the air. The amount of oxygen present in the cylinder is a limiting factor for the amount of fuel that can be burnt. If there’s too much fuel present, not all fuel will be burnt and un-burnt fuel will be pushed out through the exhaust valve. When building an engine, it is very important to know the air-fuel ratio exactly at which all the available oxygen is used to burn the fuel completely. This paper proposes a PSoC based design of AFR Control System for automobile ECU

The aim of this work was to develop a protocol for rapid micropropagation of an elite F1 hybrid watermelon cultivar using shoot tip of field-grown plants. Maximum frequency (73%) of shoot tip showed growth response in MS medium supplemented with 5 mg l-1 benzyl adenine (BA) and 0.1 mg l-1 indole-3 acetic acid (IAA). Upon transfer to cytokinin-enriched medium, the cultures produced multiple shoots and 2.0 mg l-1 BA was optimum in this respect. Addition of gibberellic acid (GA3) in the multiplication medium resulted in better growth of shoots. Rooting rate was 100 % when shoots were obtained from second subculture were cultured in medium with 1.0 mg l-1 indole-3 butyric acid (IBA). The shoots produced more roots with increasing number of subcultures. About 72 % of the regenerated plantlets acclimatized successfully and survived in the soil condition.

hypocotyl) and 36 different hormone combinations on callus proliferation and shoot regeneration were evaluated in ornamental gourd (Cucurbita pepo var. ovifera). The explants were taken from 8-day-old seedling cultured on Murashige and Skoog (MS) media containing different doses of 2,4-dichlorophenoxyacetic acid (2,4-D) (2.0, 2.5, and 3.0 mg l-1) for callus induction. Generated calli were cultured in combinations of 6-benzylaminopurine (BAP) (0, 0.5, 1.0 and 2.0 mg l-1) with different doses of α-naphthaleneacetic acid (NAA) (0, 0.1 and 0.5 mg l-1), indole-3-acetic acid (IAA) (0, 0.1 and 0.5 mg l-1) and kinetin (0, 1.0 and 2.0 mg l-1) in MS media. The maximum callus induction ratio (%) in all types of explants was obtained from MS media supplemented with 2.0 mg l-1 2,4-D. BAP (1.0 and 2.0 mg l