A Study of Reliability and Validity of Constructs of Neuromarketing Among Indian Consumers.

Background: Consumer behavior research and neurology are combined in the emerging discipline of neuromarketing. Neuromarketing is considered to be one of emerging field to study how consumer's brain reacts to advertisement and other brand's message by observing brainwave, eye, and skin response. The current study examined the emerging field of constructs of neuromarketing like social, attention, technology, and emotions to examine Indian consumer's buying behavior. Purpose: To study the validity and reliability of constructs of neuromarketing that examines consumer's buying behavior among Indian consumers. Methods: A sample of 191 people of different age groups was considered in the study. A random sampling technique was used for data collection. The self-designed questionnaire used for the measurement of neuromarketing constructs and consumers' buying behavior. The current study applied SPSS and AMOS software to validate the measurement model of neuromarketing. Results: The Kaiser-Meyer-Olkin (KMO) and Bartlett's Test's value is 0.784 and this value confirmed that the sample is adequate for factor analysis. Apart from that, the five constructs of neuromarketing - Attention (A), Social (SC), Technological (T), Emotion (E), and Consumer Buying Behavior (BB) had shown the value of Cronbach's alpha to be more than 0.7. Confirmatory Factor Analysis (CFA) had shown value of average variance explained of each constructs 0.5 and composite reliability more than 0.7 which indicates excellent construct validity of constructs for model formation of neuromarketing. The study also validates measurement research model of neuromarketing on the basis of model fit index (chi-square/df = 3.397, RMSEA = 0.10, GFI = 0.92, and CFI = 0.87). Conclusion: The present study had shown good validity and reliability of constructs of neuromarketing and also proved that marketers can apply these constructs to examine behavior pattern of consumers.

Exploring the Pattern of Immunization Dropout among Children in India: A District-Level Comparative Analysis.

The dropout rate is one of the determinants of immunization coverage and program performance, program continuity, and follow-up. The dropout rate refers to the proportion of vaccine recipients who did not finish their vaccination schedules, and it is determined by comparing the number of infants who started the schedule to the number who completed it. It is the rate difference between the first and final dosage or the rate difference between the first vaccination and the last vaccine dropout; thus, it denotes that the first recommended dose of vaccine was received, but that the subsequently recommended dose was missed. In India, immunization coverage has shown significant improvements over the last two decades, but full immunization coverage has remained stagnant at 76.5%, of which 19.9% are partially immunized, and 3.6% are children who have been left out. In India, the Universal Immunization Programme (UIP) is challenged with cases related to dropout in immunization. Although immunization coverage in India is improving, the program is challenged by vaccination dropouts. This study provides an analysis of the determinants of vaccination dropout in India using data from two rounds of the National Family Health Survey. The finding shows that the mother's age, education, family wealth, antenatal care visit, and place of delivery were some of the variables that significantly contributed to reducing the dropout rate of immunization among children. The findings of this paper show that the dropout rate has reduced over a certain period of time. The overall improvement in the rates of dropout and increase in full immunization coverage could be attributed to various policy measures taken in the last decade in India, which brought structural changes with a positive impact on full immunization coverage and its components.

Reliability and Construct Validity Assessment of Wong and Law Emotional Intelligence Scale and Satisfaction With Life Scale in the Indian Hospitality Industry.

Background: Organizations today require employees who are well at managing emotional intelligence and using their emotions in a constructive process. The present study considered the Satisfaction with Life Scale (SWLS) and Wong and Law Emotional Intelligence Scale (WLEIS) for the study. WLEIS has four factors: self-emotional appraisal (SEA), other's emotional appraisal (OEA), regulation of emotion (ROE), and use of emotions (UOE). These scales help to manage emotions that result in satisfaction with life. Purpose: The purpose of the study is to validate WLEIS and SWLS because this scale has been validated across many countries but very few studies have been conducted in the Indian context. Apart from that, the current study also incorporated SWLS to validate constructs and measurement models. Methods: A sample of 238 participants working in the hospitality industry have been considered for the study. Exploratory factor analysis and confirmatory factor analysis were used to validate all the constructs and measurement models. Results: The three factors of WLEIS and SWLS showed Cronbach's α more than 0.8 that showed excellent internal consistency except for SEA. The results of exploratory factor analysis found that eigenvalue ranged from 2.8 to 5.9, and the total variance explained by constructs was 65.9%. Confirmatory factor analysis showed average variance explained of each construct to be 0.5, and composite reliability to be more than 0.7, which shows excellent construct validity of scales in the Indian hospitality sector. The study also validates measurement research model of WLEIS and SWLS on the basis of model fit index (chi-square/df = 4.83, RMSEA = 0.10, GFI = 0.94, and CFI = 0.90). Conclusion: The strong validity and reliability of the WLEIS and SWLS have proved that neuroscience can apply these scales to measure emotional intelligence in order to understand others' emotions and apply emotions in a constructive process that may lead to satisfaction with life.

The double burden of malnutrition among adults in India: evidence from the National Family Health Survey-4 (2015-16).

OBJECTIVES: India still faces the burden of undernutrition and communicable diseases, and the prevalence of overweight/obesity is steadily increasing. The discourse regarding the dual burden of underweight and overweight/obesity has not yet been widely explored in both men and women. The present study assessed the determinants of underweight and overweight/obesity in India among adult men and women aged 15-49. METHODS: Population-based cross-sectional and nationally representative data from the National Family Health Survey-4 (2015-16), consisting of a sample of men and women, were analyzed. Stratified 2-stage sampling was used in the NFHS-4 study protocol. In the present study, bivariate and adjusted multinomial logistic regression analyses were performed to determine the correlates of underweight and overweight/obesity. RESULTS: The results suggested a persistently high prevalence of underweight coexisting with an increased prevalence of overweight/obesity in India. The risk of underweight was highest in the central and western regions and was also relatively high among those who used either smoking or smokeless tobacco. Overweight/obesity was more prevalent in urban areas, in the southern region, and among adults aged 35-49. Furthermore, level of education and wealth index were positively associated with overweight/obesity. More educated and wealthier adults were less likely to be underweight. CONCLUSIONS: In India, underweight has been prevalent, and the prevalence of overweight/obesity is increasing rapidly, particularly among men. The dual burden of underweight and overweight/obesity is alarming and needs to be considered; public health measures to address this situation must also be adopted through policy initiatives.

Level, Trend and Correlates of Mistimed and Unwanted Pregnancies among Currently Pregnant Ever Married Women in India.

Unintended pregnancy accounts for more than 40% of the total pregnancies worldwide. An Unintended pregnancy can have serious implications on women and their families. With more than one-fourth of the children in India born out of unintended pregnancies such pregnancies are considered to be one of the major public health concerns today. The present study is aimed at determining major predictors of unintended pregnancy among currently pregnant ever-married women in India. The present study has used National Family Health Survey (NFHS) data, conducted by the International Institute for Population Sciences (IIPS), Mumbai, to show the trend, pattern and determinants of mistimed and unwanted pregnancies. Bivariate and multinomial logistic regression model have been used with the help of Stata 13 software. The results show that the likelihood of a mistimed pregnancy is more prevalent among young women whereas the prevalence of unwanted pregnancy is observed more among the women aged 35 years or more. The results also show that the risk of experiencing mistimed pregnancy decreases if the woman belongs to 'other' castes and has higher education. The likelihood of unwanted pregnancy decreases among married women aged 18 years and above, those women having higher education, some autonomy and access to any mode of mass communication. Knowledge of these predictors of mistimed and unwanted pregnancy will be helpful in identifying the most vulnerable group and prioritize the intervention strategies of the reproductive health programmes for the population in need.