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

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

A simple synthetic entryway into (N-heterocyclic carbene)gold-steroidyl complexes and their anticancer activity

A straightforward synthetic route to new N-heterocyclic carbene (NHC)-gold-steroidyl complexes is reported. The desired complexes were obtained using a weak base (such as K2CO3) through a concerted-metallation-deprotonation (CMD) reaction mechanism occurring between [Au(NHC)Cl] and ethisterone as a model steroid-based alkyne. Most complexes displayed good cytotoxicity against a panel of cancer cell lines with IC50 values in the low micromolar range. Cellular uptake of the most active complex 2a into MCF-7 breast cancer cells was facilitated by the coordinated ethisterone ligand.A straightforward synthetic route to new N-heterocyclic carbene (NHC)-gold-steroidyl complexes is reported. The desired complexes were obtained using a weak base (such as K2CO3) through a concerted-metallation-deprotonation (CMD) reaction mechanism occurring between [Au(NHC)Cl] and ethisterone as a model steroid-based alkyne. Most complexes displayed good cytotoxicity against a panel of cancer cell lines with IC50 values in the low micromolar range. Cellular uptake of the most active complex 2a into MCF-7 breast cancer cells was facilitated by the coordinated ethisterone ligand.A

Judicial reasoning in tort law : English and French traditions compared /

Description based on CIP data; item not viewed

The intersubjectification of vision as interactional thought : vision imperatives in Ancient Greek diachrony

B

De l'abbatiat laïque à l'avouerie : le cas des monastères de femmes en Lotharingie (IXe-début Xie siècle)

B

Tit for tat? EU risk-sharing and experienced reciprocity

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

Dative : loss in later Greek

B

Causal clauses

B

United Nations Centre on Transnational Corporations (UNCTC)

B