• Title/Summary/Keyword: 2-ET group

Search Result 824, Processing Time 0.034 seconds

Effect of Dietary Supplementation of Terrapin or Snake Extract on Exercise Performance in Rats (용봉탕 또는 사탕(蛇湯) 보충식이가 횐쥐의 지구력 운동 수행능력에 미치는 영향)

  • Song, Tae-Chul;Han, Dae-Seok;Lee, Chang-Ho;Kim, Young-Eon;Kim, Hae-Yeong
    • Korean Journal of Food Science and Technology
    • /
    • v.37 no.2
    • /
    • pp.214-220
    • /
    • 2005
  • Effect of terrapin or snake extract on forced-swimming capacity and related biochemical parameters of SD rats was evaluated. Treatment groups were fed diet supplemented with 5% terrapin extract or 1% snake extract for 4 weeks. After adaptation for 1 week, each group was divided into two subgroups: one group swam for 90 min (90-min subgroups), and the other swam until exhaustion (all-out subgroups). No significant difference was observed in swimming time until exhaustion among the groups. After swimming for 90 min, contents of fatigue factors of serum such as lactate, inorganic phosphate, creatine kinase, and ammonia were not significantly different (p < 0.05) between control and treatment groups, including all-out subgroups, except for lactate concentration. These results indicated that terrapin or snake extract had little effect on forced-swimming capacity of rats.

Relationships of Growth Characteristics Between Adult Trees and Their Seedlings in Open-Pollinated Pinus densiflora Families (소나무 풍매차대 가계의 유묘 생장특성과 성목 생장과의 관계)

  • Lee, Wi-Young;Park, Eung-Jun;Cheon, Byoung-Hwan;Han, Sang-Urk
    • Korean Journal of Breeding Science
    • /
    • v.43 no.4
    • /
    • pp.330-336
    • /
    • 2011
  • A comparative study was conducted on genetic correlation between 12 open-pollinated families (32-year-old) and their one-year-old seedlings for early selection on the fast-growing trait in Pinus densiflora S. et Z.. Those twelve families were divided into three groups such as superior, intermediate, and inferior, on the base of the growth indexes of 32-year-old P. densiflora. The growth performance of the 32-year-old P. densiflora showed significant correlation with the growth traits of their one-year-old seedlings. Dry weights of the seedlings had significant correlation (P < 0.01) with the growth index of the adult plants and its $R^2$ value was 0.597, suggesting that 59.7% of the families could be selected by using dry weights of one-year-old seedlings. Furthermore, the growth rates of seedling heights for superior, intermediate, and inferior groups were 4.568, 3.773, and 3.535, respectively, resulting that seedlings of the superior group grew approximately 1.3-fold faster than those of the inferior group. Therefore, we concluded that two growth traits of one-year-old seedlings dry weight and growth rate were suppose to the early selection factors for the fast-growing trait for P. densiflora.

A Review of Clinical Studies for Chinese Medicine Treatment of Idiopathic Thrombocytopenic Purpura Using the CNKI Database (특발성 혈소판 감소성 자반증의 중의치료에 대한 임상연구 동향 - CNKI검색을 중심으로)

  • Ji-eun Bae;Jae-won Park;Jun-kyu Lim;Mi-so Park;Jeong-su Hong;Dong-jin Kim
    • The Journal of Internal Korean Medicine
    • /
    • v.43 no.6
    • /
    • pp.1045-1062
    • /
    • 2022
  • Objectives: The aim of this study was to analyze the latest clinical studies on Korean medicine treatment of idiopathic thrombocytopenic purpura (ITP) in the Chinese National Knowledge Infrastructure (CNKI) database. Methods: We searched the last 6 years of clinical studies discussing Oriental medicine-based treatments for ITP in the CNKI database. A meta-analysis of 13 RCTs was performed by synthesizing the outcomes, including the measured platelet count and total effective rate. The quality of the studies was assessed using Cochrane's risk of bias (RoB) tool. RevMan 5.4.1 software was used for data analysis. Results: Of the 15 selected studies, 1 was a non-randomized controlled trial (nRCT), 2 were case series, and 12 were randomized controlled trials (RCTs). Treatments in all studies included oral herbal medicine. The most frequently used herbal decoction was the Liangxue Jiedu prescription (凉血解毒方), and the most commonly used herb was Agrimonia pilosa (仙鶴草), Astragali Radix (黃芪), Fossilia Glycyrrhizae Radix et Rhizoma (甘草), and Rehmannia glutinosa Liboschitz ex Steudel (地黃). The meta-analysis showed significantly better improvement in platelet counts and total effective rate for ITP in the treatment group than in the control group. Conclusion: Treatment with herbal medicine was effective in treating ITP. However, the significance of this conclusion is somewhat limited due to the low quality of the available studies. Multifaceted and scientifically designed clinical studies are required to develop treatments for ITP based on Korean medicine. The results of this study could be used as basic data for further ITP studies.

Case Study on the Enterprise Microblog Usage: Focusing on Knowledge Management Strategy (기업용 마이크로블로그의 사용행태에 대한 사례연구: 지식경영전략을 중심으로)

  • Kang, Min Su;Park, Arum;Lee, Kyoung-Jun
    • Journal of Intelligence and Information Systems
    • /
    • v.21 no.1
    • /
    • pp.47-63
    • /
    • 2015
  • As knowledge is paid attention as a new production factor that generates added value, studies continue to apply knowledge management to business environment. In addition, as ICT (Information Communication Technology) was engrafted in business environment, it leads to increasing task efficiency and productivity of individual workers. Accordingly, the way that a business achieves its goal has changed to one in which its individual members are willing to take part in the organization and share information to create new values (Han, 2003) and studies for the system and service to support such transition are carrying out. Of late, a new concept called 'Enterprise 2.0' newly appears. It is the extension of Wen 2.0 and its technology, which focus on participation, sharing and openness, to the work environment of a business (Jung, 2013). Enterprise 2.0 is being used as a collaborative tool to prop up individual creativity and group brain power by combining Web 2.0 technologies such as blog, Wiki, RSS and tag with business software (McAfee, 2006). As Tweeter gets popular, Enterprise Microblog (EMB), which is an example of Enterprise 2.0 for business, has been developed as equivalent to Tweeter in business circle and SaaS (Software as a Service) such as Yammer was introduced The studies of EMB mainly focus on demonstrating its usability in terms of intra-firm communication and knowledge management. However existing studies lean too much towards large-sized companies and certain departments, rather than a company as a whole. Therefore, few studies have been conducted on small and medium-sized companies that have difficulty preparing separate resources and supplying exclusive workforce to introduce knowledge management. In this respect, the present study placed its analytic focus on small-sized companies actually equipped with EMB to know how they use it. And, based on the findings, this study examined their knowledge management strategies for EMB from the point of codification and personalization. Hypothesis -"as a company grows, it shifts EMB strategy from codification to personalization'- was established on the basis of reviewing precedent studies and literature. To demonstrate the hypothesis, this study analyzed the usage of EMB by small companies that have used it from foundation. For case study, the duration of the use was divided into 2 spans and longitudinal analysis was employed to examine the contents of the blogs. Using the key findings of the analysis, this study is aimed to propose practical implications for the operation of knowledge management of small-sized company and the suitable application of knowledge management system for operation Knowledge Management Strategy can be classified by codification strategy and personalization strategy (Hansen et. al., 1999), and how to manage the two strategies were always studied. Also, current studies regarding the knowledge management strategy were targeted mostly for major companies, resulting in lack of studies in how it can be applied on SMEs. This research, with the knowledge management strategy suited for SMEs, sets an Enterprise Microblog (EMB), and with the EMB applied on SMEs' Knowledge Management Strategy, it is reviewed on the perspective of SMEs' Codification and Personalization Strategies. Through the advanced research regarding Knowledge Management Strategy and EMB, the hypothesis is set that "Depending on the development of the company, the main application of EMB alters from Codification Strategy to Personalization Strategy". To check the hypothesis, SME that have used the EMB called 'Yammer' was analyzed from the date of their foundation until today. The case study has implemented longitudinal analysis which divides the period when the EMBs were used into three stages and analyzes the contents. As the result of the study, this suggests a substantial implication regarding the application of Knowledge Management Strategy and its Knowledge Management System that is suitable for SME.

The Impact of Collective Guilt on the Preference for Japanese Products (집체범죄감대경향일본산품적영향(集体犯罪感对倾向日本产品的影响))

  • Maher, Amro A.;Singhapakdi, Anusorn;Park, Hyun-Soo;Auh, Sei-Gyoung
    • Journal of Global Scholars of Marketing Science
    • /
    • v.20 no.2
    • /
    • pp.135-148
    • /
    • 2010
  • Arab boycotts of Danish products, Australian boycotts of French products and Chinese consumer aversion toward Japanese products are all examples of how adverse actions at the country level might impact consumers' behavior. The animosity literature has examined how consumers react to the adverse actions of other countries, and how such animosity impacts consumers' attitudes and preferences for products from the transgressing country. For example, Chinese consumers are less likely to buy Japanese products because of Japanese atrocities during World War II and the unjust economic dealings of the Japanese (Klein, Ettenson and Morris 1998). The marketing literature, however, has not examined how consumers react to adverse actions committed by their own country against other countries, and whether such actions affect their attitudes towards purchasing products that originated from the adversely affected country. The social psychology literature argues that consumers will experience a feeling called collective guilt, in response to such adverse actions. Collective guilt stems from the distress experienced by group members when they accept that their group is responsible for actions that have harmed another group (Branscombe, Slugoski, and Kappenn 2004). Examples include Americans feeling guilty about the atrocities committed by the U.S. military at Abu Ghraib prison (Iyer, Schamder and Lickel 2007), and the Dutch about their occupation of Indonesia in the past (Doosje et al. 1998). The primary aim of this study is to examine consumers' perceptions of adverse actions by members of one's own country against another country and whether such perceptions affected their attitudes towards products originating from the country transgressed against. More specifically, one objective of this study is to examine the perceptual antecedents of collective guilt, an emotional reaction to adverse actions performed by members of one's country against another country. Another objective is to examine the impact of collective guilt on consumers' perceptions of, and preference for, products originating from the country transgressed against by the consumers' own country. If collective guilt emerges as a significant predictor, companies originating from countries that have been transgressed against might be able to capitalize on such unfortunate events. This research utilizes the animosity model introduced by Klein, Ettenson and Morris (1998) and later expanded on by Klein (2002). Klein finds that U.S. consumers harbor animosity toward the Japanese. This animosity is experienced in response to events that occurred during World War II (i.e., the bombing of Pearl Harbor) and more recently the perceived economic threat from Japan. Thus this study argues that the events of Word War II (i.e., bombing of Hiroshima and Nagasaki) might lead U.S. consumers to experience collective guilt. A series of three hypotheses were introduced. The first hypothesis deals with the antecedents of collective guilt. Previous research argues that collective guilt is experienced when consumers perceive that the harm following a transgression is illegitimate and that the country from which the transgressors originate should be responsible for the adverse actions. (Wohl, Branscombe, and Klar 2006). Therefore the following hypothesis was offered: H1a. Higher levels of perceived illegitimacy for the harm committed will result in higher levels of collective guilt. H1b. Higher levels of responsibility will be positively associated with higher levels of collective guilt. The second and third hypotheses deal with the impact of collective guilt on the preferences for Japanese products. Klein (2002) found that higher levels of animosity toward Japan resulted in a lower preference for a Japanese product relative to a South Korean product but not a lower preference for a Japanese product relative to a U.S. product. These results therefore indicate that the experience of collective guilt will lead to a higher preference for a Japanese product if consumers are contemplating a choice that inv olves a decision to buy Japanese versus South Korean product but not if the choice involves a decision to buy a Japanese versus a U.S. product. H2. Collective guilt will be positively related to the preference for a Japanese product over a South Korean product, but will not be related to the preference for a Japanese product over a U.S. product. H3. Collective guilt will be positively related to the preference for a Japanese product over a South Korean product, holding constant product judgments and animosity. An experiment was conducted to test the hypotheses. The illegitimacy of the harm and responsibility were manipulated by exposing respondents to a description of adverse events occurring during World War II. Data were collected using an online consumer panel in the United States. Subjects were randomly assigned to either the low levels of responsibility and illegitimacy condition (n=259) or the high levels of responsibility and illigitemacy (n=268) condition. Latent Variable Structural Equation Modeling (LVSEM) was used to test the hypothesized relationships. The first hypothesis is supported as both the illegitimacy of the harm and responsibility assigned to the Americans for the harm committed against the Japanese during WWII have a positive impact on collective guilt. The second hypothesis is also supported as collective guilt is positively related to preference for a Japanese product over a South Korean product but is not related to preference for a Japanese product over a U.S. product. Finally there is support for the third hypothesis, since collective guilt is positively related to the preference for a Japanese product over a South Korean product while controlling for the effect of product judgments about Japanese products and animosity. The results of these studies lead to several conclusions. First, the illegitimacy of harm and responsibility can be manipulated and that they are antecedents of collective guilt. Second, collective guilt has an impact on a consumers' decision when they face a choice set that includes a product from the country that was the target of the adverse action and a product from another foreign country. This impact however disappears from a consumers' decision when they face a choice set that includes a product from the country that was the target of the adverse action and a domestic product. This result suggests that collective guilt might be a viable factor for company originating from the country transgressed against if its competitors are foreign but not if they are local.

Professional Self-concept of Psychiatric Mental Health Nurse Practitioners in Hospitals and Public Health Centers (병원과 지역사회에 근무하는 정신보건간호사의 전문직 자아개념)

  • Yang Soo;Yu Sook Ja
    • Journal of Korean Public Health Nursing
    • /
    • v.15 no.2
    • /
    • pp.351-362
    • /
    • 2001
  • This study was conducted to investigate and compare the degree of professional self -concept (PSC) of the psychiatric mental health nurse practitioners (PMHNP) in hospitals and public health centers and to identify the factors predicting PSC of them, in order to provide basic data for developing PSC increasing program PSC. The 355 PMHNP were sampled from the university or general hospitals. mental hospitals, community mental health centers and public health centers across the country. The scales used in this study were PSCNI by Arthur (1990), PSI by Heppner & Petersen (1982) and the Index of work satisfaction by Slavitt et al. (1978). The results of the study were as follows : 1. The average item score of PSCNI of PMHNP in hospitals was $2.83\pm0.27$, and that of PMHNP in public health centers was $2.76\pm0.28$. There was significantly different between two groups (p=0.0202) 2. A comparison of the scores for the dimensions of the PSCNI were as follows ; the mean item score of professional practice of nurses in hospital was $2.90\pm0.30$, and that in public health centers was $2.83\pm0.35$. There were significant differences between two groups in the scores of professional practices (p=0.0315), leadership (p=0.0071) and skills (p=0.0231). 3. There were significant differences between two groups according to education (p=0.0057) with no significant interaction effect of group and education. 4. Job satisfaction (JS) was the highest factor predicting PSC of PMHNP in hospitals $(34.5\%)$, and problem solving inventory score (PS) was the highest factor predicting PSC of PMHNP in public health centers $(33.6\%)$. JS and PS accounted for $42.6\%$ in PSC of PMHNP in hospitals. and PS, JS, age, marital status, religion, and career accounted for $57.6\%$ in PSC of PMHNP in public health centers. In the light of these results. to gam the professional self-concept. nurses should be educated continuously through role modeling in clinical nursing and research. Also, nurse educators and administrators need to develop programs and policies to increase professional self-concept of nurses, particularly of community PMHNP.

  • PDF

Role of Cytologic Scoring System in Minimizing "Gray Zone" in Breast Aspiration Cytology (진단이 애매했던 유방 세침흡인 세포검사에서 등급 점수표의 역할)

  • Kim, Jung-Yeon;Cho, Kyung-Ja;Lee, Seung-Sook;Khang, Shin-Kwang
    • The Korean Journal of Cytopathology
    • /
    • v.7 no.1
    • /
    • pp.12-22
    • /
    • 1996
  • Fine needle aspiration(FNA) has been quite successful in identifying benign and malignant breast lesions, but a "gray zone" exists. A total of 697 FNAs of breast were performed at Korea Cancer Center Hospital for a period of one year. One hundred and eleven of the 697 FNAs were diagnosed as atypical or suspicious for malignancy. Among them, we reviewed 74 FNAs, un which histologic diagnoses were made, and applied cytologic grading system proposed by Masood et al (1990) to evaluate the usefulness of this system in minimizing the size of gray zone. Technical problem was responsible for equivocal diagnoses in 19 FNAs Of the remaining 55 FNAs, 18 were benign and 37 were malignant. Among benign conditions, fibroadenoma(5 cases) and fibrocystic disease with fibroadenomatous feature(3 cases) constituted the largest groups. The majority of malignant conditions were infiltrating ductal carcinoma(29 cases), however, those low grade carcinomas Including tubular carcinoma(3 oases), cribriform carcinoma(2 cases), and mucinous carcinoma(2 cases) occupied a relatively large proportion Cytologic grading system was quite useful in minimizing the size of gray lone. The scores of 27 out of 29 usual infiltrating ductal carcinomas belonged to the group of cytologic malignancy, how-ever, only 2 out of 7 low grade carcinomas got scores of malignancy FNA from fibroadenoma or fibrocystic disease with fibroadenomatous features showed a tendency toward high scores. Experience of the cytopathologist and familiarity with cytologic alteration in breast disease cannot be overemphasized.

  • PDF

Assessment of Benthic Environment based on Macrobenthic Community Analysis in Jinhae Bay, Korea (진해만 대형 저서동물군집 분석을 통한 저서환경 평가)

  • Lim, Kyeong-Hun;Shin, Hyun-Chool;Yoon, Seong-Myeong;Koh, Chul-Hwan
    • The Sea:JOURNAL OF THE KOREAN SOCIETY OF OCEANOGRAPHY
    • /
    • v.12 no.1
    • /
    • pp.9-23
    • /
    • 2007
  • To investigate the degree of pollution using the species composition of benthic community and environments, the present study was conducted in Jinhae Bay, May of 1998. In Jinhae Bay, benthic macrofaunal community was investigated on the base of the samples from 67 stations. The main facies of the surface sediment was silty clay and clay. The total species number and the mean density of macrobenthic animals were 255 species and 984 $ind./m^2$, respectively. There were 90 species and 773 $ind./m^2$ of polychaetes as the most major faunal group in Jinhae Bay. At the region between the eastern mouth of Jinhae Bay and Gadeok Is., the species number and density were higher, while lower at the western area of Jinhae Bay. The most dominant benthic macrofauna in Jinhae Bay was the polychaetes, Lumbrineris longifolia(16.9%), and followed by polychaetes Tharyx sp.(6.7%), Clone teres(4.7%), Glycinde sp.(4.2%), bivalves Theora fragilis(4.0%), crustaceans Corophium sp.(4.0%) and so on. The most of the predominant species appeared mainly on the region between the eastern mouth of Jinhae Bay and Gadeok Is. Cluster analysis based on the macrobenthic faunal composition showed that Jinhae Bay could be divided into three station groups: The western Jinhae Bay(Station group A), the mouth of Jinhae Bay(Station groupe B), and offshore area between Gadeok Is. and Geoje Is.(Station group C). The mouth of Jinhae Bay had the highest mean species number and the mean density, and its important species was Lumbrineris longifolia. The offshore area between Gadeok Is. and Geoje Is. had medium mean species number and the mean density. The western Jinhae Bay had the lowest mean species number and the mean density. The distribution of BPI and BC values, used to assess benthic pollution, showed similar patterns. According to the classification proposed by Borja et al.(2000), the stations of the western inner-bay were heavily polluted sites, the stations between mouth of the bay and the offshore area were slightly polluted sites, and the stations of the other area were meanly polluted sites. Benthic community healthiness of the western Jinhae Bay was classified to 'Transitional to pollution' by BC values. The degree of pollution in Jinhae Bay may have extended gradually from the western Jinhae Bay to the mouth of the bay.

Effect of Cryopreservation Day on Pregnancy Outcomes in Frozen-thawed Blastocyst Transfer (동결 해동한 포배 이식에 있어서 동결시기가 임신결과에 미치는 영향)

  • Kim, Hyun-Jung;Kim, Chung-Hyon;Lee, Joong-Yeup;Kwon, Jae-Hee;Hwang, Do-Yeong;Kim, Ki-Chul
    • Clinical and Experimental Reproductive Medicine
    • /
    • v.37 no.1
    • /
    • pp.57-64
    • /
    • 2010
  • Objectives: Likewise fresh cycle, it is also important to select right blastocysts for transfer in purpose of improving the pregnancy and implantation rates in frozen-thawed embryo transfer (ET) cycles. To investigate the relationship between the developmental velocity at the time of cryopreservation and pregnancy rates, we compared pregnancy rates between the day 5 cryopreservation group and the day 6 cryopreservation group. Methods: Transfers of frozen-thawed blastocysts which had been cryopreserved by vitrification on day 5 or day 6 were performed between January 2006 and June 2007. Ethylene glycol, DMSO, and pull and cut straws were used for vitrification and artificial shrinkage was done in expanded blastocysts. Thawing was performed on the day before transfer and thawed blastocysts were cultured in for 15~18 hrs in Quinn's blastocyct media. Blastocyst survival was assessed before transfer and post-thaw survival was defined as >50% of cells remaining intact and blastocoele re-expansion by the time of transfer. Results: Transfers of thawed blastocyst had been cryopreserved on day 5 were 52 cycles and 41 transfer cycles were cryopreserved on day 6. Patient characteristics, the number of transferred embryos and the survival rate of thawed blastocysts were not different in each cryopreservation day. But the biochemical pregnancy, clinical pregnancy, ongoing pregnancy, and implantation rate were significantly high in transfer of frozen-thawed blastocyst which were cryopreserved on day 5. Conclusions: The clinical pregnancy and implantation rate of day-5 blastocyst showed significantly higher than those of day-6 blastocyst in frozen-ET cycles. This result indicated that developmental rate of blastocyst at cryopreservation time in frozen-thawed cycle is discriminative marker of pregnancy outcome as like in fresh cycle.

Media Habits of Sensation Seekers (감지추구자적매체습관(感知追求者的媒体习惯))

  • Blakeney, Alisha;Findley, Casey;Self, Donald R.;Ingram, Rhea;Garrett, Tony
    • Journal of Global Scholars of Marketing Science
    • /
    • v.20 no.2
    • /
    • pp.179-187
    • /
    • 2010
  • Understanding consumers' preferences and use of media types is imperative for marketing and advertising managers, especially in today's fragmented market. A clear understanding assists managers in making more effective selections of appropriate media outlets, yet individuals' choices of type and use of media are based on a variety of characteristics. This paper examines one personality trait, sensation seeking, which has not appeared in the literature examining "new" media preferences and use. Sensation seeking is a personality trait defined as "the need for varied, novel, and complex sensations and experiences and the willingness to take physical and social risks for the sake of such experiences" (Zuckerman 1979). Six hypotheses were developed from a review of the literature. Particular attention was given to the Uses and Gratification theory (Katz 1959), which explains various reasons why people choose media types and their motivations for using the different types of media. Current theory suggests that High Sensation Seekers (HSS), due to their needs for novelty, arousal and unconventional content and imagery, would exhibit higher frequency of use of new media. Specifically, we hypothesize that HSS will use the internet more than broadcast (H1a) or print media (H1b) and more than low (LSS) (H2a) or medium sensation seekers (MSS) (H2b). In addition, HSS have been found to be more social and have higher numbers of friends therefore are expected to use social networking websites such as Facebook/MySpace (H3) and chat rooms (H4) more than LSS (a) and MSS (b). Sensation seekers can manifest into a range of behaviors including disinhibition,. It is expected that alternative social networks such as Facebook/MySpace (H5) and chat rooms (H6) will be used more often for those who have higher levels of disinhibition than low (a) or medium (b) levels. Data were collected using an online survey of participants in extreme sports. In order to reach this group, an improved version of a snowball sampling technique, chain-referral method, was used to select respondents for this study. This method was chosen as it is regarded as being effective to reach otherwise hidden population groups (Heckathorn, 1997). A final usable sample of 1108 respondents, which was mainly young (56.36% under 34), male (86.1%) and middle class (58.7% with household incomes over USD 50,000) was consistent with previous studies on sensation seeking. Sensation seeking was captured using an existing measure, the Brief Sensation Seeking Scale (Hoyle et al., 2002). Media usage was captured by measuring the self reported usage of various media types. Results did not support H1a and b. HSS did not show higher levels of usage of alternative media such as the internet showing in fact lower mean levels of usage than all the other types of media. The highest media type used by HSS was print media, suggesting that there is a revolt against the mainstream. Results support H2a and b that HSS are more frequent users of the internet than LSS or MSS. Further analysis revealed that there are significant differences in the use of print media between HSS and LSS, suggesting that HSS may seek out more specialized print publications in their respective extreme sport activity. Hypothesis 3a and b showed that HSS use Facebook/MySpace more frequently than either LSS or MSS. There were no significant differences in the use of chat rooms between LSS and HSS, so as a consequence no support for H4a, although significant for MSS H4b. Respondents with varying levels of disinhibition were expected to have different levels of use of Facebook/MySpace and chat-rooms. There was support for the higher levels of use of Facebook/MySpace for those with high levels of disinhibition than low or medium levels, supporting H5a and b. Similarly there was support for H6b, Those with high levels of disinhibition use chat-rooms significantly more than those with medium levels but not for low levels (H6a). The findings are counterintuitive and give some interesting insights for managers. First, although HSS use online media more frequently than LSS or MSS, this groups use of online media is less than either print or broadcast media. The advertising executive should not place too much emphasis on online media for this important market segment. Second, social media, such as facebook/Myspace and chatrooms should be examined by managers as potential ways to reach this group. Finally, there is some implication for public policy by the higher levels of use of social media by those who are disinhibited. These individuals are more inclined to engage in more socially risky behavior which may have some dire implications, e.g. by internet predators or future employers. There is a limitation in the study in that only those who engage in extreme sports are included. This is by nature a HSS activity. A broader population is therefore needed to test if these results hold.