Free word association

Piqueras-Fiszman et al s (2011) study, of which some of the data have been shown throughout the chapter as examples, compared the free word associations from elderly to those provided by young consumers using MFACT as well. The results highlighted the difference in the associations that elderly and youngsters had of the labels, some of which would not have come up if a pre-determined list had been provided to them. 

Piqueras-Fiszman et al. (2013) capitalised on the spontaneity of open-ended responses (by means of free word association) to combine the results with another unconstrained techniqne eye-tracking. The idea behind this study was to capture consumers thoughts while they were watching a set of jam products individually, which varied in four attributes. The data obtained were extremely rich, since they combined the total fixation duration for each area of interest defined (measured in ms), the frequency with which specific words were mentioned (contingency table), willingness to try ratings and the levels of the variations. This mixture of datasets was analysed using MFA as shown in Fig. 12.3. 

Table 12.1 shows a fictional example of how a table of raw data might look (taken from Piqueras-Fiszman et al. s 2011 data). In this case, it represents data from a free word elicitation (or word association task), where liking scores for each yoghurt product were collected as well (note that, as mentioned previously, several other measures could be included in the table, but this is a simplified example). 

In general, polymeric mixtures are far less miscible than mixtures of small molecule materials. This effect results from the fact that the driving force for mixing is usually entropy, not interaction energy. In other words, miscible materials usually form a solution not because their interaction with each other is more favorable than their self-interaction, but because of an increase in entropy and hence free energy associated with increasing the amount of volume available to each component. This increase in entropy scales with the number of particles (or moles) being mixed. 

The (Helmholtz) free energy associated with the water lattice is independent of the nature or number of host molecules present. In other words,... 

Never very articulate himself, but responsive to the articulateness of others. Pollock had—at least since his first one-man show— frequently encouraged the people close to him, those whose sensitivity he trusted, to free-associate verbally around the completed work. From their responses, from key words and phrases, he often, though not always, chose his titles— typically vague, metaphorical, or poetic. He thought of... 

The enumeration, by what seems to be a process of free association, of whirlwinds, clowns, personalities, lights, mountains, birds, and stars, is an expression of his ecstatic inventiveness. Whether he says what he sees or sees what he says, his activized consciousness is a whirlwind of imaginings and colored lights. Why always thirteen Because twelve is many, but an even number, whereas thirteen is too many, an exaggeration, and signifies a multitude. Whaf s more, he probably likes the sound of the word thirteen. 

Both of these expressions are catered for in the thermodynamic approach to the concept of ion pairs outlined by Denison and Ramsey (44). Their treatment assumes at the outset that the two oppositely charged ions of an electrolyte (1 1) can only be in physical contact (tight or contact ion pair) or infinitely for apart In other words, the critical approach distance is synonomous with the sum of the ionic radii, and the association energy is numerically far in excess of thermal energy k T. Hence the change in the electrostatic free energy of the system resulting from the dissociation... 

The rates of electron transfer reactions can be well predicted provided that the electron transfer is a type of adiabatic outer-sphere reaction and the free energy change of electron transfer and the reorganization energy (A) associated with the electron transfer are known [5-9], In other words, in an adiabatic outer-sphere electron transfer reaction, the rate of electron transfer is automatically determined once the pair of reactants is fixed. Moreover, the rate of reversible electron transfer, which should be exergonic and thereby thermodynamically favorable, is usually very fast, since the endergonic electron transfer, which would be slow, results in no net electron transfer because of facile back electron transfer. Thus, there would seem to be no need of a catalyst to accelerate further the electron transfer reaction, which is already fast enough. 

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