Ghent University

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    Can you feel the advertisement tonight? The effect of ASMR cues in video advertising on purchase intention

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    ASMR is a sensory response characterized by physical tingles in the head and spine that can be induced by everyday life cues like watching or hearing someone's hair being brushed. As numerous videos are now deliberately designed to evoke ASMR, brands have also shown interest to include ASMR cues in their advertisements. This paper presents three studies scrutinizing ASMR experiences, both in a non-advertising and advertising context. First, a web-scraping study suggests that ASMR is typically associated with feelings of relaxation. Furthermore, two experiments show the positive influence of embedding ASMR cues in advertisements on consumers' purchase intentions. A serial mediation analysis demonstrates that this positive effect can be explained by increased feelings of relaxation, which enable a better flow-like experience. Finally, theoretical and managerial implications are discussed.ASMR is a sensory response characterized by physical tingles in the head and spine that can be induced by everyday life cues like watching or hearing someone's hair being brushed. As numerous videos are now deliberately designed to evoke ASMR, brands have also shown interest to include ASMR cues in their advertisements. This paper presents three studies scrutinizing ASMR experiences, both in a non-advertising and advertising context. First, a web-scraping study suggests that ASMR is typically associated with feelings of relaxation. Furthermore, two experiments show the positive influence of embedding ASMR cues in advertisements on consumers' purchase intentions. A serial mediation analysis demonstrates that this positive effect can be explained by increased feelings of relaxation, which enable a better flow-like experience. Finally, theoretical and managerial implications are discussed.A

    Tit for tat? EU risk-sharing and experienced reciprocity

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    As with previous crises, EU-wide risk-sharing has also been demanded during the Covid-19 pandemic. Yet, this crisis did not unfold in a political vacuum. Instead, public backing for EU-wide risk-sharing might have been informed by past crises experiences. Building on the idea of experienced reciprocal risk-sharing, we assume that the willingness to share risks is greater when a crisis-ridden country has also shown solidarity before, whereas readiness to cooperate may be mitigated by non-solidarity-oriented behaviour in the past. We test this assumption based on a survey experiment carried out in eleven EU countries in 2020. Our findings suggest that, when people are given information about whether another country has acted in solidarity in the past, this influences their willingness to support risk-sharing in the present. However, we also find evidence that respondents' preferences outside the experimental setting do not always match their country's recent history of reciprocal risk-sharing.As with previous crises, EU-wide risk-sharing has also been demanded during the Covid-19 pandemic. Yet, this crisis did not unfold in a political vacuum. Instead, public backing for EU-wide risk-sharing might have been informed by past crises experiences. Building on the idea of experienced reciprocal risk-sharing, we assume that the willingness to share risks is greater when a crisis-ridden country has also shown solidarity before, whereas readiness to cooperate may be mitigated by non-solidarity-oriented behaviour in the past. We test this assumption based on a survey experiment carried out in eleven EU countries in 2020. Our findings suggest that, when people are given information about whether another country has acted in solidarity in the past, this influences their willingness to support risk-sharing in the present. However, we also find evidence that respondents' preferences outside the experimental setting do not always match their country's recent history of reciprocal risk-sharing.A

    Decomposition of pointwise finite-dimensional 1 persistence modules

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    We prove that, over an arbitrary field, pointwise finite-dimensional persistence modules indexed by S-1 decompose uniquely, up to isomorphism, into the direct sum of a bar code and finitely-many Jordan cells. In the language of representation theory, this is a direct sum of string modules and band modules. Persistence modules indexed on S-1 have also been called angle-valued or circular persistence modules. We allow either a cyclic order or partial order on S-1 and do not have additional finiteness requirements on the modules. We also show that a pointwise finite-dimensional S-1 persistence module is indecomposable if and only if it is a bar or Jordan cell. Along the way we classify the isomorphism classes of such indecomposable modules.We prove that, over an arbitrary field, pointwise finite-dimensional persistence modules indexed by S-1 decompose uniquely, up to isomorphism, into the direct sum of a bar code and finitely-many Jordan cells. In the language of representation theory, this is a direct sum of string modules and band modules. Persistence modules indexed on S-1 have also been called angle-valued or circular persistence modules. We allow either a cyclic order or partial order on S-1 and do not have additional finiteness requirements on the modules. We also show that a pointwise finite-dimensional S-1 persistence module is indecomposable if and only if it is a bar or Jordan cell. Along the way we classify the isomorphism classes of such indecomposable modules.A

    Translating memories of violent pasts : memory studies and translation studies in dialogue /

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    Includes bibliographical references and index

    Marshmallow : gedichten /

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