Attention, memory and preference for direct and indirect print advertisements

We examined the effectiveness of direct and indirect advertising. Direct ads openly depict advertised products and brands. In indirect ads, the ad message requires elaboration. Eye movements were recorded while consumers viewed direct and indirect advertisements under fixed (5 s) or unlimited exposure time. Recognition of ads, brand logos and preference for brands were tested under two different delays (after 24 h or 45 min) from the ad exposure. The total viewing time was longer for the indirect ads when exposure time was unlimited. Overall, ad pictorials received more fixations and the brand preference was higher in the indirect condition. Recognition improved for brand logos of indirect ads when tested after the shorter delay. Consumers experienced indirect ads as more original, surprising, intellectually challenging and harder to interpret than direct ads. Current results indicate that indirect ads elicit cognitive elaboration that translates into higher preference and memorability for brands.Peer reviewe

Stress and burnout among Finnish dairy farmers

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Surface spin waves in 3He-A, a probe for vortex phenomena in narrow gaps

We report measurements on a new collective spin-wave mode trapped by the textural boundary layers of 3 He-A within a stack of thin Mylar plates. The surface mode was seen as a new peak in the cw NMR spectrum measured at H0=284 Oe. Rotation of the sample, with Ω orthogonal to the gaps, increased the spectral weight of the surface mode, indicating an increase in the textural boundary layers caused by a counterflow-induced transition. This phenomenon was used to study vortex creation and persistent currents.Peer reviewe

Fluctuation in Pupil Size and Spontaneous Blinks Reflect Story Transportation

Thirty-nine participants listened to 28 neutral and horror excerpts of Stephen King short stories while constantly tracking their emotional arousal. Pupil size was measured with an Eyelink 1000+, and participants rated valence and transportation after each story. In addition to computing mean pupil size across 1-sec intervals, we extracted blink count and used detrended fluctuation analysis (DFA) to obtain the scaling exponents of long-range temporal correlations (LRTCs) in pupil size time-series. Pupil size was expected to be sensitive also to emotional arousal, whereas blink count and LRTC's were expected to reflect cognitive engagement. The results showed that self-reported arousal increased, pupil size was overall greater, and the decreasing slope of pupil size was flatter for horror than for neutral stories. Horror stories induced higher transportation than neutral stories. High transportation was associated with a steeper increase in self-reported arousal across time, stronger LRTCs in pupil size fluctuations, and lower blink count. These results indicate that pupil size reflects emotional arousal induced by the text content, while LRTCs and blink count are sensitive to cognitive engagement associated with transportation, irrespective of the text type. The study demonstrates the utility of pupillometric measures and blink count to study literature reception

Persistent-Current Experiments on Superfluid 3He-B and 3He-A

We have investigated persistent flow of superfluid 3He with an ac gyroscope filled with 20-μm powder. In 3He-B, currents circulate undiminished for 48 h at least; this implies a viscosity 12 orders of magnitude lower than in the normal fluid. In 3He-A, the current does not persist. The observed critical velocity in 3He-B at P12 bars there are two regimes in the B phase: For example, at 29.3 bars the ultimate critical velocities are 5.4 and 7.8 mm/s, respectively.Peer reviewe

Attention, memory and preference for direct and indirect print advertisements

We examined the effectiveness of direct and indirect advertising. Direct ads openly depict advertised products and brands. In indirect ads, the ad message requires elaboration. Eye movements were recorded while consumers viewed direct and indirect advertisements under fixed (5 s) or unlimited exposure time. Recognition of ads, brand logos and preference for brands were tested under two different delays (after 24 h or 45 min) from the ad exposure. The total viewing time was longer for the indirect ads when exposure time was unlimited. Overall, ad pictorials received more fixations and the brand preference was higher in the indirect condition. Recognition improved for brand logos of indirect ads when tested after the shorter delay. Consumers experienced indirect ads as more original, surprising, intellectually challenging and harder to interpret than direct ads. Current results indicate that indirect ads elicit cognitive elaboration that translates into higher preference and memorability for brands.</p

Detection of elemental sulphur on galena oxidized in acidic solution

Galena (PbS) oxidation on potentiostatically treated specimens in acetate buffer was investigated by atomic force microscopy (AFM) and by X-ray photoelectron spectroscopy (XPS), Elemental sulphur was detected as an oxidation product by XPS. To minimize the evaporation of elemental sulphur during the XPS experiments in ultra high vacuum, sample cooling was required before the evacuation was started. Decreasing the pressure to 1 torr for 5 min, before the sample was cooled, removed the elemental sulphur almost completely from the surface, In addition, when an electrochemically oxidized sample was exposed to air at ambient pressure for about 3 h, the relative intensity of the S2p component of elemental sulphur was observed to decrease to about half of the value achieved by instant cooling and measuring, AFM images showed elemental sulphur to be present on galena surface as local accumulations rather than as a uniform layer, The sulphur formation is highly localized, but does not seem to occur preferentially at steps, (C) 1997 Elsevier Science B.V

Continuous Vortices with Broken Symmetry in Rotating Superfluid 3He-A

New NMR measurements are reported on continuous 3He-A vortices in tilted magnetic fields. We introduce a symmetry classification of the continuous vortices with broken axial symmetry. It is found that the discrete internal symmetry may in addition be broken in two inequivalent ways, producing two different continuous vortices. Although NMR may not distinguish between these two vortices, the observed vortex satellite peak is well accounted for by spin waves localized in the soft core of such vortices.Peer reviewe

Phase Diagram of the First-Order Vortex-Core Transition in Superfluid 3He-B

The phase diagram of quantized vortices in 3He-B has been obtained with two techniques. Our NMR measurements show that magnetization displays a pressure-dependent first-order phase change at TV(P). Our gyroscopic experiments reveal a transition curve TG(P) which marks an abrupt change in the critical velocity. Both curves show a weak magnetic field dependence, run similarly in the (P, T) plane, and seem to mark the same vortex-core transition.Peer reviewe