Don't Distract Me When I'm Media Multitasking: Toward a Theory for Raising Advertising Recall and Recognition

Media multitasking, such as using handheld devices like smartphones and tablets while watching TV, has become prevalent but its effect on the recall and recognition of advertising subject to limited academic research. We contend that the context in which multitasking takes place affects consumer memory for advertising delivered via the primary activity (e.g., watching television). Specifically, we identify the importance of the degree of (a) congruence between the primary and second screen activity and (b) social accountability of second screen activities. We test our typology empirically by examining the determinants of next day recall and recognition for billboard advertisers (perimeter board advertisements) of a televised football (soccer) match. In line with our theory, in most cases media multitasking leads to worse recall and recognition, however, in situations where there is congruence between primary and second screen activities and secondary activities have a higher level of social accountability attached to them, then advertising recall and recognition improves

Simulation of the Melting Behavior of the UO2-Zircaloy Fuel Cladding System by Laser Heating

The current research focuses on laser melting and successive analysis of laboratory-scale uranium dioxide nuclear fuel samples in direct contact with Zircaloy-4 cladding. The goal was to characterize the melted and refrozen interfaces, in particular, observing local changes of the melting point and interdiffusion of fuel and cladding materials under inert gas (Ar), in the presence of hydrogen (Ar + 6% H2) or in air. Results obtained by laser heating UO2 pellets clad in a Zircaloy ring were interpreted in light of reference tests performed on pellets in which UO2 and zirconium were blended in a series of given compositions. The sample composition was analyzed by scanning electron microscopy to verify the occurrence of diffusion and segregation phenomena during the laser-heating cycles. Laser-melting experiments were performed on pellets of uranium dioxide clad in Zircaloy-4 rings to simulate the configuration of a light water reactor fuel rod. Under inert gas, the material interdiffusion resulted in consistent melting point depression (of up to 200 K below the melting point of pure UO2) at the interface between the fuel and the cladding. Experiments carried out in the presence of H2 displayed a more limited effect on the melting temperature, but they resulted in a remarkable embrittlement of the whole structure, with large fragmentation of the Zircaloy cladding. This was probably due to the formation of brittle and highly volatile Zr hydrides. The observed melting point decrease was even more pronounced (up to over 400 K) under air in uranium-rich samples, due to the change in the stoichiometry of UO2 in UO2+x

Configuring perceived fit to mitigate consumer animosity in the context of cross-border sport sponsorships

Research question: While cross-border sport sponsorships are widespread, such partnerships introduce a notable complication – consumers in one country may dislike the sponsor’s country of origin (COO). This raises the question as to whether animosity towards a sponsor’s COO negatively affects sponsorship outcomes, and if so, how it can be addressed. For the latter, we examine holistic sponsor-object fit as well as a set of its constituent elements. Research methods: Data collection pertained to a brand engaged in a hypothetical sponsorship. Study 1 involves a Serbian brand sponsoring the Croatia national football team and for Study 2 German sponsors of the England national football team. Survey data are analyzed using a latent modeling approach. Results and findings: Study 1 shows that animosity reduces consumers’ attitude towards the sponsorship. However, higher perceived sponsor-object fit weakens this effect. Study 2 replicates this finding, and on a more granular level establishes the moderating properties of several sub-dimensions of fit. Congruence in color, personality and status ameliorate animosity. Implications: We outline implications for sponsors operating in environments where their COO invokes animosity and how sponsor-object fit may mitigate this

Noninvasive Quantitative Measurement of Bacterial Growth in Porous Media under Unsaturated-Flow Conditions

Glucose-dependent growth of the luxCDABE reporter bacterium Pseudomonas fluorescens HK44 was monitored noninvasively in quartz sand under unsaturated-flow conditions within a 45- by 56- by 1-cm two-dimensional light transmission chamber. The spatial and temporal development of growth were mapped daily over 7 days by quantifying salicylate-induced bioluminescence. A nonlinear model relating the rate of increase in light emission after salicylate exposure to microbial density successfully predicted growth over 4 orders of magnitude (r² = 0.95). Total model-predicted growth agreed with growth calculated from the mass balance of the system by using previously established growth parameters of HK44 (predicted, 1.2 × 10¹² cells; calculated, 1.7 × 10¹² cells). Colonization expanded in all directions from the inoculation region, including upward migration against the liquid flow. Both the daily rate of expansion of the colonized zone and the population density of the first day's growth in each newly colonized region remained relatively constant throughout the experiment. Nonetheless, substantial growth continued to occur on subsequent days in the older regions of the colonized zone. The proportion of daily potential growth that remained within the chamber declined progressively between days 2 and 7 (from 97 to 13%). A densely populated, anoxic region developed in the interior of the colonized zone even though the sand was unsaturated and fresh growth medium continued to flow through the colonized zone. These data illustrate the potential of a light transmission chamber, bioluminescent bacteria, and sensitive digital camera technology to noninvasively study real-time hydrology-microbiology interactions associated with unsaturated flow in porous media

Impact of microbial growth on water flow and solute transport in unsaturated porous media

A novel analytical method was developed that permitted real-time, noninvasive measurements of microbial growth and associated changes in hydrodynamic properties in porous media under unsaturated flowing conditions. Salicylate-induced, lux gene-based bioluminescence was used to quantify the temporal and spatial development of colonization over a 7-day time course. Water contents were determined daily by measuring light transmission through the system. Hydraulic flow paths were determined daily by pulsing a bromophenol blue dye solution through the colonized region of the sand. Bacterial growth and accumulation had a significant impact on the hydraulic properties of the porous media. Microbial colonization caused localized drying within the colonized zone, with decreases in saturation approaching 50% of antecedent values, and a 25% lowering of the capillary fringe height. Flow was retarded within the colonized zone and diverted around it concurrent with the expansion of the colonized zone between days 3 and 6. The location of horizontal dispersion corresponded with the cell densities of 1–3 × 10⁹ cells g⁻¹ dry sand. The apparent solute velocity through the colonized region was reduced from 0.41 cm min⁻¹ (R² = 0.99) to 0.25 cm min⁻¹ (R² = 0.99) by the sixth day of the experiment, associated with population densities that would occupy approximately 7% of the available pore space within the colonized region. Changes in the extent of colonization occurred over the course of the experiment, including upward migration against flow. The distribution of cells was not determined by water flow alone, but rather by a dynamic interaction between water flow and microbial growth. This experimental system provides rich data sets for the testing of conceptualizations expressed through numerical modeling.Keywords: Bacteria in the subsurface, Vadose zone, Bacteria in porous medi

News You Can Use! Evaluating the Effectiveness of Newsjacking Based Content on Social Media

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Diagnostic performance of a streamlined 18 F-choline PET-CT protocol for the detection of prostate carcinoma recurrence in combination with appropriate-use criteria

Aim To evaluate the efficacy of single time-point half-body (skull base to thighs) fluorine-18 choline positron emission tomography-computed tomography (PET-CT) compared to a triple-phase acquisition protocol in the detection of prostate carcinoma recurrence. Materials and methods Consecutive choline PET-CT studies performed at a single tertiary referral centre in patients with biochemical recurrence of prostate carcinoma between September 2012 and March 2017 were reviewed retrospectively. The indication for the study, imaging protocol used, imaging findings, whether management was influenced by the PET-CT, and subsequent patient outcome were recorded. Results Ninety-one examinations were performed during the study period; 42 were carried out using a triple-phase protocol (dynamic pelvic imaging for 20 minutes after tracer injection, half-body acquisition at 60 minutes and delayed pelvic scan at 90 minutes) between 2012 and August 2015. Subsequently following interim review of diagnostic performance, a streamlined protocol and appropriate-use criteria were introduced. Forty-nine examinations were carried out using the single-phase protocol between 2015 and 2017. Twenty-nine (69%) of the triple-phase studies were positive for recurrence compared to 38 (78%) of the single-phase studies. Only one patient who had a single-phase study would have benefited from a dynamic acquisition, they have required no further treatment or imaging and are currently under prostate-specific antigen (PSA) surveillance. Conclusion Choline PET-CT remains a useful tool for the detection of prostate recurrence when used in combination with appropriate-use criteria. Removal of dynamic and delayed acquisition phases reduces study time without adversely affecting accuracy. Benefits include shorter imaging time which improves patient comfort, reduced cost, and improved scanner efficiency

Formation and stability of self-assembled coherent islands in highly mismatched heteroepitaxy

We study the energetics of island formation in Stranski-Krastanow growth within a parameter-free approach. It is shown that an optimum island size exists for a given coverage and island density if changes in the wetting layer morphology after the 3D transition are properly taken into account. Our approach reproduces well the experimental island size dependence on coverage, and indicates that the critical layer thickness depends on growth conditions. The present study provides a new explanation for the (frequently found) rather narrow size distribution of self-assembled coherent islands.Comment: 4 pages, 5 figures, In print, Phys. Rev. Lett. Other related publications can be found at http://www.fhi-berlin.mpg.de/th/paper.htm