Design strategies for optimizing holographic optical tweezers setups

We provide a detailed account of the construction of a system of holographic optical tweezers. While much information is available on the design, alignment and calibration of other optical trapping configurations, those based on holography are relatively poorly described. Inclusion of a spatial light modulator in the setup gives rise to particular design trade-offs and constraints, and the system benefits from specific optimization strategies, which we discuss.Comment: 16 pages, 15 figure

Do consumers acculturated to global consumer culture buy more impulsively? The moderating role of attitudes towards, and beliefs about advertising

This research advances knowledge that can foster understanding of how global consumer culture (GCC) and its elements relate to impulsive buying and sheds light on how advertising attitudes and beliefs interact with this main relationship. Specifically, this study examines the moderating effects of attitudes towards and beliefs about advertising on the relations between consumers’ level of acculturation to global consumer culture (AGCC) and impulsive buying. Consumers who are the most acculturated to GCC, and who have positive attitudes towards and beliefs about advertising buy the most impulsively. AGCC is related to increased impulsive buying even when attitudes towards and beliefs about advertising are negative. The paper contributes to the development of theoretical explanation of these understudied relations by employing acculturation theory and congruity theory. Social and practical implications are discussed

Contextualising social capital in online brand communities

Online brand communities (OBC) are growing in number and becoming an increasingly important interface where marketers can effectively facilitate the relationship between their brand and consumers. A qualitative study using a four-month netnography over three OBCs followed by focus groups with OBC members explored the dynamics of social capital in these communities. Findings indicate that social capital is an important driver in the success of OBCs, and all the elements of social capital including a shared language, shared vision, social trust and reciprocity are evident. Moreover, results from this study indicate that these elements are crucial in developing the network ties that are integral to building loyalty and brand equity

Toward a theory of repeat purchase drivers for consumer services

The marketing discipline’s knowledge about the drivers of service customers’ repeat purchase behavior is highly fragmented. This research attempts to overcome that fragmented state of knowledge by making major advances toward a theory of repeat purchase drivers for consumer services. Drawing on means–end theory, the authors develop a hierarchical classification scheme that organizes repeat purchase drivers into an integrative and comprehensive framework. They then identify drivers on the basis of 188 face-to-face laddering interviews in two countries (USA and Germany) and assess the drivers’ importance and interrelations through a national probability sample survey of 618 service customers. In addition to presenting an exhaustive and coherent set of hierarchical repeat-purchase drivers, the authors provide theoretical explanations for how and why drivers relate to one another and to repeat purchase behavior. This research also tests the boundary conditions of the proposed framework by accounting for different service types. In addition to its theoretical contribution, the framework provides companies with specific information about how to manage long-term customer relationships successfully

A brand within a brand: an integrated understanding of internal brand management and brand architecture in the public sector

Branding in the public sector is emerging as an interesting area of research, as diverse organisations find themselves using branding principles to promote a consistent, clear brand. However, very little is known how public organisations could, or should, manage their brands. The purpose of this research, therefore, is to explore brand management processes in the public sector, and its implication for brand architecture, from an employee perspective. With a qualitative approach, the study argues that branding is important not only for the organisation, but also for individual departments. Further, unlike branding in the private sector, public organisations may be more concerned with supporting a positive perception and organisational attractiveness rather than a unique and differentiated brand. This may have implications for brand architecture. By allowing individual departments to manage their brand with support from organisational structures that provide alignment and focus, organisations can form a brand architecture that supports a strong organisational brand and employee brand commitment

Lateral forces on circularly polarizable particles near a surface

Optical forces allow manipulation of small particles and control of nanophotonic structures with light beams. While some techniques rely on structured light to move particles using field intensity gradients, acting locally, other optical forces can push particles on a wide area of illumination but only in the direction of light propagation. Here we show that spin orbit coupling, when the spin of the incident circularly polarized light is converted into lateral electromagnetic momentum, leads to a lateral optical force acting on particles placed above a substrate, associated with a recoil mechanical force. This counterintuitive force acts in a direction in which the illumination has neither a field gradient nor propagation. The force direction is switchable with the polarization of uniform, plane wave illumination, and its magnitude is comparable to other optical forces.This work has been supported, in part, by EPSRC (UK). 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