Eventmarketing – Prosumtionstheoretische Implikationen zur Erweiterung der Theoriebildung eines innovativen Kommunikationsinstruments

Klassische Massenkommunikation erreicht relevante Zielgruppen bei fortschreitender Werbedichte und wachsenden Reaktanzreaktionen von Konsumenten nicht mehr hinreichend. Unternehmen setzten daher heute auf innovative Kommunikationskonzepte, um Marketingbotschaften zu senden. Neue Konzepte wie das Open SourceMarketing integrieren den Konsumenten aktiv in Vermarktungs- und Absatzprozesse und können Botschaften authentischer und glaubwürdiger transportieren. Konsumenten beteiligen sich somit aktiv an den Wertschöpfungsprozessen von Unternehmen. In der Literatur wird diese Integration als »Prosumtion« bezeichnet, die verschiedene Ausprägungen kennt. Der vorliegende Beitrag zeigt auf, welche Rolle der Prosument im Eventmarketing einnimmt. Eventmarketing als modernes Kommunikationsinstrument zeichnet sich durch seine Dialog- und Interaktionsorientierung aus. Während eines Marketingevents werden Konsumenten aktiv über die konative Verhaltensebene in die Eventinszenierung einbezogen. Die Ansätze der Prosumentenforschung eignen sich daher, die Eventforschung theoretisch sinnvoll zu ergänzen und zu erweitern.Traditional mass communication is no longer sufficient to reach customer target groups. Therefore modern instruments of marketing communication have been developed in recent years. One prominent example is the case of event marketing. Due to its characteristics of interaction the theoretical framework can be extended by the approach of Tofflers prosumtion theory. Prosumtion is a leading trend since the 80ies and well recognized in marketing theory in the field of product-, price and distribution policy. For the framework of event marketing theory prosumtion is an especially valuable asset to enhance important theory building

Protein interactions in human genetic diseases

A method is presented to identify residues that form part of an interaction interface, leading to the prediction that 1,428 OMIM mutations are related to an interaction defect

Giving a helping hand: effects of joint attention on mental rotation of body parts

Research on joint attention has addressed both the effects of gaze following and the ability to share representations. It is largely unknown, however, whether sharing attention also affects the perceptual processing of jointly attended objects. This study tested whether attending to stimuli with another person from opposite perspectives induces a tendency to adopt an allocentric rather than an egocentric reference frame. Pairs of participants performed a handedness task while individually or jointly attending to rotated hand stimuli from opposite sides. Results revealed a significant flattening of the performance rotation curve when participants attended jointly (experiment 1). The effect of joint attention was robust to manipulations of social interaction (cooperation versus competition, experiment 2), but was modulated by the extent to which an allocentric reference frame was primed (experiment 3). Thus, attending to objects together from opposite perspectives makes people adopt an allocentric rather than the default egocentric reference frame

From eye to arrow: Attention capture by direct gaze requires more than just the eyes

Abstract: Human attention is strongly attracted by direct gaze and sudden onset motion. The sudden direct-gaze effect refers to the processing advantage for targets appearing on peripheral faces that suddenly establish eye contact. Here, we investigate the necessity of social information for attention capture by (sudden onset) ostensive cues. Six experiments involving 204 participants applied (1) naturalistic faces, (2) arrows, (3) schematic eyes, (4) naturalistic eyes, or schematic facial configurations (5) without or (6) with head turn to an attention-capture paradigm. Trials started with two stimuli oriented towards the observer and two stimuli pointing into the periphery. Simultaneous to target presentation, one direct stimulus changed to averted and one averted stimulus changed to direct, yielding a 2 × 2 factorial design with direction and motion cues being absent or present. We replicated the (sudden) direct-gaze effect for photographic faces, but found no corresponding effects in Experiments 2–6. Hence, a holistic and socially meaningful facial context seems vital for attention capture by direct gaze. Statement of significance: The present study highlights the significance of context information for social attention. Our findings demonstrate that the direct-gaze effect, that is, the prioritization of direct gaze over averted gaze, critically relies on the presentation of a meaningful holistic and naturalistic facial context. This pattern of results is evidence in favor of early effects of surrounding social information on attention capture by direct gaze. © 2021, The Author(s)

Stranger, Lover, Friend? : The Pain of Rejection Does Not Depend

Social exclusion, even from minimal game-based interactions, induces negative consequences. We investigated whether the nature of the relationship with the excluder modulates the effects of ostracism. Participants played a virtual ball-tossing game with a stranger and a friend (friend condition) or a stranger and their romantic partner (partner condition) while being fully included, fully excluded, excluded only by the stranger, or excluded only by their close other. Replicating previous findings, full exclusion impaired participants' basic-need satisfaction and relationship evaluation most severely. While the degree of exclusion mattered, the relationship to the excluder did not: Classic null hypothesis testing and Bayesian statistics showed no modulation of ostracism effects depending on whether participants were excluded by a stranger, a friend, or their partner

HMM Logos for visualization of protein families

BACKGROUND: Profile Hidden Markov Models (pHMMs) are a widely used tool for protein family research. Up to now, however, there exists no method to visualize all of their central aspects graphically in an intuitively understandable way. RESULTS: We present a visualization method that incorporates both emission and transition probabilities of the pHMM, thus extending sequence logos introduced by Schneider and Stephens. For each emitting state of the pHMM, we display a stack of letters. The stack height is determined by the deviation of the position's letter emission frequencies from the background frequencies. The stack width visualizes both the probability of reaching the state (the hitting probability) and the expected number of letters the state emits during a pass through the model (the state's expected contribution). A web interface offering online creation of HMM Logos and the corresponding source code can be found at the Logos web server of the Max Planck Institute for Molecular Genetics . CONCLUSIONS: We demonstrate that HMM Logos can be a useful tool for the biologist: We use them to highlight differences between two homologous subfamilies of GTPases, Rab and Ras, and we show that they are able to indicate structural elements of Ras