Celebrities in advertising: looking for congruence or for likability?.

Celebrities used as endorsers in advertising are often very popular ones. However, from a cognitive point of view (and more academic one), congruence between brand and celebrity seems to be very important too. Based on affective and cognitive theories to explain endorsement efficiency, congruence between brand and celebrity is shown to be at least as effective as celebrity likability. Moreover the predisposition toward the ad and brand beliefs are mediators of the effects of congruence between brand and celebrity and celebrity likability on ad efficiency.likability; celebrity endorsement; advertisement; congruence; attitude;

Les célébrités dans la publicité : le rôle de la congruence.

La congruence est un concept utilisé dans de nombreux courants de recherche, notamment l’extension de marque, le parrainage ou la publicité. Cette communication vise à démontrer l’intérêt de considérer ce concept selon les deux dimensions définies par Heckler et Childers (1992), à savoir la pertinence et le côté attendu, dans le cas de publicités faisant appel à des célébrités. Une échelle de mesure, adaptée des travaux de Fleck-Dousteyssier, Darpy et Roux (2005) sur le parrainage, est proposée et testée empiriquement.The concept of congruence has been used in many research streams like brand extensions, sponsorship, or advertising. This paper aims to show the interest of considering this concept through the two dimensions proposed by Heckler and Childers (1992): relevancy and expectancy, in the case of celebrity endorsers in advertising. In order to measure this concept, we will then develop and empirically test a scale adapted from the works of Fleck-Dousteyssier, Darpy and Roux (2005) on sponsorship.endossement; celebrities; advertising; endorsement; congruence; célébrités; publicité;

La congruence dans le parrainage : définition, rôle et mesure.

La congruence est un concept introduit récemment dans le domaine du parrainage, mais déjà largement utilisé dans la littérature sur l’extension de marque ou sur la publicité. Nous montrerons l’intérêt de considérer ce concept selon les deux dimensions définies par Heckler et Childers (1992), la pertinence et le côté attendu, et nous en proposons une échelle de mesure.The concept of congruence has been recently introduced in sponsorship research, whereas it has been already widely integrated in the literature on brand extensions or advertising effectiveness. We will show the importance of this concept defined through the two dimensions proposed by Heckler and Childers (1992): relevancy and expectancy; we will then develop a scale to measure this concept.sponsorship; relevancy; expectancy; scale; échelle; côté attendu; pertinence; fit; congruence; parrainage;

Can the MIQ-RS questionnaire be used to estimate the performance of a MI-based BCI?

International audienc

Can the MIQ-RS questionnaire be used to estimate the performance of a MI-based BCI?

International audiencePredicting a subject's ability to use the interface with good accuracy is one of the major issues in the motor Brain-Computer interface (BCI) domain. A few recent studies show that subjective questionnaires could be used to predict the performance of motor imagery (MI) based BCI. Indeed, the Kinesthetic and Visual Imagery Questionnaire (KVIQ), could allow a better predictability of BCI-illiterate cases [1]. Another more recent questionnaire called the Motor Imagery Questionnaire Revised-Second Edition (MIQ-RS) is a suitable option for examining MI ability [2]. In 2016, Marchesotti et al. found that the representation of subjective behaviour, calculated using the MIQ-RS questionnaire, and the control of the BCI were intimately linked [3]. However, in these studies [1, 3], the performance of the classifier was calculated for a right-hand MI versus a left-hand MI task. In this abstract, we classify between resting state and imagined movement, which is a relevant classification task in BCI research [4]. The aim of this study is to answer the following question for a resting state versus MI classification task: can the MIQ-RS be used to estimate the performance of an MI-based BCI

Can a Subjective Questionnaire Be Used as Brain-Computer Interface Performance Predictor?

International audiencePredicting a subject's ability to use a Brain Computer Interface (BCI) is one of the major issues in the BCI domain. Relevant applications of forecasting BCI performance include the ability to adapt the BCI to the needs and expectations of the user, assessing the efficiency of BCI use in stroke rehabilitation, and finally, homogenizing a research population. A limited number of recent studies have proposed the use of subjective questionnaires, such as the Motor Imagery Questionnaire Revised-Second Edition (MIQ-RS). However, further research is necessary to confirm the effectiveness of this type of subjective questionnaire as a BCI performance estimation tool. In this study we aim to answer the following questions: can the MIQ-RS be used to estimate the performance of an MI-based BCI? If not, can we identify different markers that could be used as performance estimators? To answer these questions, we recorded EEG signals from 35 healthy volunteers during BCI use. The subjects had previously completed the MIQ-RS questionnaire. We conducted an offline analysis to assess the correlation between the questionnaire scores related to Kinesthetic and Motor imagery tasks and the performances of four classification methods. Our results showed no significant correlation between BCI performance and the MIQ-RS scores. However, we reveal that BCI performance is correlated to habits and frequency of practicing manual activities

Nanostars Carrying Multifunctional Neurotrophic Dendrimers Protect Neurons in Preclinical In Vitro Models of Neurodegenerative Disorders

A challenge in neurology is the lack of efficient brain-penetrable neuroprotectants targeting multiple disease mechanisms. Plasmonic gold nanostars are promising candidates to deliver standard-of-care drugs inside the brain but have not been trialed as carriers for neuroprotectants. Here, we conjugated custom-made peptide dendrimers (termed H3/H6), encompassing motifs of the neurotrophic S100A4-protein, onto star-shaped and spherical gold nanostructures (H3/H6-AuNS/AuNP) and evaluated their potential as neuroprotectants and interaction with neurons. The H3/H6 nanostructures crossed a model blood-brain barrier, bound to plasma membranes, and induced neuritogenesis with the AuNS, showing higher potency/efficacy than the AuNP. The H3-AuNS/NP protected neurons against oxidative stress, the H3-AuNS being more potent, and against Parkinson's or Alzheimer's disease (PD/AD)-related cytotoxicity. Unconjugated S100A4 motifs also decreased amyloid beta-induced neurodegeneration, introducing S100A4 as a player in AD. Using custom-made dendrimers coupled to star-shaped nanoparticles is a promising route to activate multiple neuroprotective pathways and increase drug potency to treat neurodegenerative disorders

Exceedance of critical loads and of critical limits impacts tree nutrition across Europe

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Search for dark matter produced in association with bottom or top quarks in √s = 13 TeV pp collisions with the ATLAS detector

A search for weakly interacting massive particle dark matter produced in association with bottom or top quarks is presented. Final states containing third-generation quarks and miss- ing transverse momentum are considered. The analysis uses 36.1 fb−1 of proton–proton collision data recorded by the ATLAS experiment at √s = 13 TeV in 2015 and 2016. No significant excess of events above the estimated backgrounds is observed. The results are in- terpreted in the framework of simplified models of spin-0 dark-matter mediators. For colour- neutral spin-0 mediators produced in association with top quarks and decaying into a pair of dark-matter particles, mediator masses below 50 GeV are excluded assuming a dark-matter candidate mass of 1 GeV and unitary couplings. For scalar and pseudoscalar mediators produced in association with bottom quarks, the search sets limits on the production cross- section of 300 times the predicted rate for mediators with masses between 10 and 50 GeV and assuming a dark-matter mass of 1 GeV and unitary coupling. Constraints on colour- charged scalar simplified models are also presented. Assuming a dark-matter particle mass of 35 GeV, mediator particles with mass below 1.1 TeV are excluded for couplings yielding a dark-matter relic density consistent with measurements