Mind-reading versus neuromarketing: how does a product make an impact on the consumer?

Purpose – This research study aims to illustrate the mapping of each consumer’s mental processes in a market-relevant context. This paper shows how such maps deliver operational insights that cannot be gained by physical methods such as brain imaging. Design/methodology/approach – A marketed conceptual attribute and a sensed material characteristic of a popular product were varied across presentations in a common use. The relative acceptability of each proposition was rated together with analytical descriptors. The mental interaction that determined each consumer’s preferences was calculated from the individual’s performance at discriminating each viewed sample from a personal norm. These personal cognitive characteristics were aggregated into maps of demand in the market for subpanels who bought these for the senses or for the attribute. Findings – Each of 18 hypothesized mental processes dominated acceptance in at least a few individuals among both sensory and conceptual purchasers. Consumers using their own descriptive vocabulary processed the factors in appeal of the product more centrally. The sensory and conceptual factors tested were most often processed separately, but a minority of consumers treated them as identical. The personal ideal points used in the integration of information showed that consumers wished for extremes of the marketed concept that are technologically challenging or even impossible. None of this evidence could be obtained from brain imaging, casting in question its usefulness in marketing. Research limitations/implications – Panel mapping of multiple discriminations from a personal norm fills three major gaps in consumer marketing research. First, preference scores are related to major influences on choices and their cognitive interactions in the mind. Second, the calculations are completed on the individual’s data and the cognitive parameters of each consumer’s behavior are aggregated – never the raw scores. Third, discrimination scaling puts marketed symbolic attributes and sensed material characteristics on the same footing, hence measuring their causal interactions for the first time. Practical implications – Neuromarketing is an unworkable proposition because brain imaging does not distinguish qualitative differences in behavior. Preference tests are operationally effective when designed and analyzed to relate behavioral scores to major influences from market concepts and sensory qualities in interaction. The particular interactions measured in the reported study relate to the major market for healthy eating. Originality/value – This is the first study to measure mental interactions among determinants of preference, as well as including both a marketed concept and a sensed characteristic. Such an approach could be of great value to consumer marketing, both defensively and creatively

Heavy meson chiral perturbation theory in finite volume

We present the first step towards the estimation of finite volume effects in heavy-light meson systems using heavy meson chiral perturbation theory. We demonstrate that these effects can be amplified in both light-quark and heavy-quark mass extrapolations (interpolations) in lattice calculations. As an explicit example, we perform a one-loop calculation for the neutral B meson mixing system and show that finite volume effects, which can be comparable with currently quoted errors, are not negligible in both quenched and partially quenched QCD.Comment: Talk presented at Lattice2004(heavy), Fermilab, June 21st-26th, 2004. Three pages, two figure

Explicitly correlated plane waves: Accelerating convergence in periodic wavefunction expansions

We present an investigation into the use of an explicitly correlated plane wave basis for periodic wavefunction expansions at the level of second-order M{\o}ller-Plesset perturbation theory (MP2). The convergence of the electronic correlation energy with respect to the one-electron basis set is investigated and compared to conventional MP2 theory in a finite homogeneous electron gas model. In addition to the widely used Slater-type geminal correlation factor, we also derive and investigate a novel correlation factor that we term Yukawa-Coulomb. The Yukawa-Coulomb correlation factor is motivated by analytic results for two electrons in a box and allows for a further improved convergence of the correlation energies with respect to the employed basis set. We find the combination of the infinitely delocalized plane waves and local short-ranged geminals provides a complementary, and rapidly convergent basis for the description of periodic wavefunctions. We hope that this approach will expand the scope of discrete wavefunction expansions in periodic systems.Comment: 15 pages, 13 figure

High resolution structural characterisation of laser-induced defect clusters inside diamond

Laser writing with ultrashort pulses provides a potential route for the manufacture of three-dimensional wires, waveguides and defects within diamond. We present a transmission electron microscopy (TEM) study of the intrinsic structure of the laser modifications and reveal a complex distribution of defects. Electron energy loss spectroscopy (EELS) indicates that the majority of the irradiated region remains as $sp^3$ bonded diamond. Electrically-conductive paths are attributed to the formation of multiple nano-scale, $sp^2$-bonded graphitic wires and a network of strain-relieving micro-cracks

Colour vision in the glow-worm Lampyris noctiluca (L.) (Coleoptera: Lampyridae): evidence for a green-blue chromatic mechanism

Male glow-worms Lampyris noctiluca find their bioluminescent mates at night by phototaxis. There is good evidence that location of mates by lampyrid beetles is achieved by a single spectral class of photoreceptor, whose spectral sensitivity is tuned to the bioluminescent spectrum emitted by conspecifics, and is achromatic. We ask whether glow-worm phototaxis involves interactions between two spectral classes of photoreceptor. Binary choice experiments were conducted in which males were presented with artificial light stimuli that differ in spectral composition. The normal preference for a green stimulus (λmax=555 nm), corresponding to the bioluminescence wavelength produced by signalling females, was significantly reduced by adding a blue (λmax=485 nm) component to the signal. This implies an antagonistic interaction between long- and short-wavelength sensitive photoreceptors, suggesting colour vision based on chromatic opponency. Cryosections showed a band of yellow filter pigment in the fronto-dorsal region of the male compound eye, which could severely constrain colour vision in the dim conditions in which the insects signal. This apparent paradox is discussed in the context of the distribution of the pigment within the eye and the photic niche of the species

Single shot, temporally and spatially resolved measurements of fast electron dynamics using a chirped optical probe

A new approach to rear surface optical probing is presented that permits multiple, time-resolved 2D measurements to be made during a single, ultra-intense ( > 1018 W cm−2) laser-plasma interaction. The diagnostic is capable of resolving rapid changes in target reflectivity which can be used to infer valuable information on fast electron transport and plasma formation at the target rear surface. Initial results from the Astra-Gemini laser are presented, with rapid radial sheath expansion together with detailed filamentary features being observed to evolve during single shots

Self-Adaptive Quadrature and Numerical Path Integration

In the present paper we explore the use of generalized Gaussian quadrature methods in the context of equilibrium path integral applications. Using moment techniques, we devise a compact, self-adaptive approach for use in conjunction with selected classes of interaction potentials. We demonstrate that, when applicable, the resulting approach reduces appreciably the number of potential energy evaluations required in equilibrium path integral simulations

Towards a taxonomy of personality facets.

We describe three studies that together provide a first approximation to a comprehensive taxonomy of unique personality facets. In Study 1, we semantically sorted, removed synonyms, and factor analysed 1772 personality items taken from seven major omnibus personality inventories and four narrow inventories. Study 1 identified 61 base facets. In Study 2, we conducted a systematic review of the literature to identify facets missing from the 61 base facets. We identified 16 novel facets. We then created standardised, open access items for the 77 facets. In Study 3, we administered the items to a novel sample ( N = 1096) and assessed the psychometric properties of the facets. The ultimate result was 70 personality facet scales that are open access, psychometrically robust, unidimensional, and discriminant. We call this inventory the Facet-level Multidimensional Assessment of Personality or Facet MAP, version 1. The Facet MAP contains scales equivalent to almost all scales present in major personality inventories, and in most cases, many more as well. As the Facet MAP develops, we hope it will eventually provide a comprehensive taxonomy of personality facets, which will prove useful in reducing construct proliferation and facilitating numerous avenues of important personality research. The Facet MAP items and user manual can be found at: facetmap.org

Breeding losses of red grouse in Glen Esk (NE Scotland): Comparative studies, 30 years on

Hatching success, brood survival and predation rates of red grouse chicks were examined at four sites in north-east Scotland over two years (1994--1995). Two of these sites have previously been the focus of a large-scale population study on grouse during the late 1950s enabling a comparison to be made. A total of 85 hens were radio-tracked and their breeding success monitored over the two years. Compared with studies undertaken in the 1950s, mean clutch size had risen from 7.2 to 8.6 eggs. Of the 76 nests monitored, 17 (22.4%) broods were lost either through egg or chick predation or by the adult being taken by a predator during incubation. Stoats appeared to be responsible for the largest amount of egg predation. There was a significant increase in predation levels, although hatching success was not significantly different from the 1950s. Chick mortality was highest within the first ten days, a similar result to that found in the 1950s. Overall, mean brood survival from hatching to 20 days was 55.1%. Possible reasons for larger clutch sizes, and the apparent increase in predation levels, are discussed