Do Sensory Ad Appeals Influence Brand Attitude?

This article presents two studies that investigate whether or not sensory appeal preferences in advertisements affect brand attitude. Study 1 seeks to discover empirically whether self-referencing and positive affect mediate sensory appeals to influence consumers\u27 attitudes toward a brand, and whether such mediation effects differ across various ad formats. Study 2, a case approach, attempts to derive core sensory concepts through qualitative techniques as applied to an established specialty coffee brand. The results indicate that self-referencing and positive affect both have significant mediating effects between sensory appeal preferences and attitudes toward a coffee brand. Moreover, the finding that sensory preferences enhance ad effectiveness using particular delivery platforms sheds important insights on creative strategies for sensory ads. As a result of qualitative techniques that elicited metaphoric images regarding the specialty coffee brand, this research found that sight was the most influential sense. In the end, this paper discusses the implications concerning synaesthetic assumptions made and tested in this research as well as the broader applicability of the sensory approach to advertising effectiveness

Do Sensory Ad Appeals Influence Brand Attitude?

This article presents two studies that investigate whether or not sensory appeal preferences in advertisements affect brand attitude. Study 1 seeks to discover empirically whether self-referencing and positive affect mediate sensory appeals to influence consumers\u27 attitudes toward a brand, and whether such mediation effects differ across various ad formats. Study 2, a case approach, attempts to derive core sensory concepts through qualitative techniques as applied to an established specialty coffee brand. The results indicate that self-referencing and positive affect both have significant mediating effects between sensory appeal preferences and attitudes toward a coffee brand. Moreover, the finding that sensory preferences enhance ad effectiveness using particular delivery platforms sheds important insights on creative strategies for sensory ads. As a result of qualitative techniques that elicited metaphoric images regarding the specialty coffee brand, this research found that sight was the most influential sense. In the end, this paper discusses the implications concerning synaesthetic assumptions made and tested in this research as well as the broader applicability of the sensory approach to advertising effectiveness

Recognition of partially occluded threat objects using the annealed Hopefield network

Recognition of partially occluded objects has been an important issue to airport security because occlusion causes significant problems in identifying and locating objects during baggage inspection. The neural network approach is suitable for the problems in the sense that the inherent parallelism of neural networks pursues many hypotheses in parallel resulting in high computation rates. Moreover, they provide a greater degree of robustness or fault tolerance than conventional computers. The annealed Hopfield network which is derived from the mean field annealing (MFA) has been developed to find global solutions of a nonlinear system. In the study, it has been proven that the system temperature of MFA is equivalent to the gain of the sigmoid function of a Hopfield network. In our early work, we developed the hybrid Hopfield network (HHN) for fast and reliable matching. However, HHN doesn't guarantee global solutions and yields false matching under heavily occluded conditions because HHN is dependent on initial states by its nature. In this paper, we present the annealed Hopfield network (AHN) for occluded object matching problems. In AHN, the mean field theory is applied to the hybird Hopfield network in order to improve computational complexity of the annealed Hopfield network and provide reliable matching under heavily occluded conditions. AHN is slower than HHN. However, AHN provides near global solutions without initial restrictions and provides less false matching than HHN. In conclusion, a new algorithm based upon a neural network approach was developed to demonstrate the feasibility of the automated inspection of threat objects from x-ray images. The robustness of the algorithm is proved by identifying occluded target objects with large tolerance of their features

THE EFFECT OF SHOULDER MOBILITY ON AGONIST AND SYNERGIST DURING SHOULDER PRESS

The purpose of this study was to investigate the effect of shoulder mobility score on agonist and synergist muscle activation during shoulder press and to provide an underpinning fundamental to optimize the training effect while reducing the risk of injuries when instructing training in the field. The participants were divided to two different groups according to individual shoulder mobility score which is part of the Functional Movement Screen (FMS). There were five participants in the score of 3 group (upper group) and six included in the group with the score of less than 3 (lower group). The results of this study revealed that the shoulder mobility score showed a negative correlation with the ratio of the left and right latissimus dorsi/anterior deltoid muscle activation in the concentric contraction phase (

The effects of Thomson scattering and chemical mixing on early-time light curves of double peaked type IIb supernovae

Previous numerical simulations of double-peaked SNe IIb light curves have demonstrated that the radius and mass of the hydrogen-rich envelope of the progenitor star can significantly influence the brightness and timescale of the early-time light curve around the first peak. In this study, we investigate how Thomson scattering and chemical mixing in the SN ejecta affect the optical light curves during the early stages of the SNe IIb using radiation hydrodynamics simulations. By comparing the results from two different numerical codes (i.e., \stella{} and \snec{}), we find that the optical brightness of the first peak can be reduced by more than a factor of 3 due to the effect of Thomson scattering that causes the thermalization depth to be located below the Rosseland-mean photosphere, compared to the corresponding case where this effect is ignored. We also observe a short-lived plateau-like feature lasting for a few days in the early-time optical light curves of our models, in contrast to typical observed SNe IIb that show a quasi-linear decrease in optical magnitudes after the first peak. A significant degree of chemical mixing between the hydrogen-rich envelope and the helium core in SN ejecta is required to reconcile this discrepancy between the model prediction and observation. Meanwhile, to properly reproduce the first peak, a significant mixing of \nifs{} into the hydrogen-rich outermost layers should be restricted. Our findings indicate that inferring the SN IIb progenitor structure from a simplified approach that ignores these two factors may introduce substantial uncertainty.Comment: 28 pages, 21 figures, accepted for Ap

Unleashing the full potential of Hsp90 inhibitors as cancer therapeutics through simultaneous inactivation of Hsp90, Grp94, and TRAP1

Cancer therapeutics: Extending a drug's reach A new drug that blocks heat shock proteins (HSPs), helper proteins that are co-opted by cancer cells to promote tumor growth, shows promise for cancer treatment. Several drugs have targeted HSPs, since cancer cells are known to hijack these helper proteins to shield themselves from destruction by the body. However, the drugs have had limited success. Hye-Kyung Park and Byoung Heon Kang at Ulsan National Institutes of Science and Technology in South Korea and coworkers noticed that the drugs were not absorbed into mitochondria, a key cellular compartment, and HSPs in this compartment were therefore not being blocked. They identified a new HSP inhibitor that can reach every cellular compartment and inhibit all HSPs. Testing in mice showed that this inhibitor effectively triggered death of tumor cells, and therefore shows promise for anti-cancer therapy. The Hsp90 family proteins Hsp90, Grp94, and TRAP1 are present in the cell cytoplasm, endoplasmic reticulum, and mitochondria, respectively; all play important roles in tumorigenesis by regulating protein homeostasis in response to stress. Thus, simultaneous inhibition of all Hsp90 paralogs is a reasonable strategy for cancer therapy. However, since the existing pan-Hsp90 inhibitor does not accumulate in mitochondria, the potential anticancer activity of pan-Hsp90 inhibition has not yet been fully examined in vivo. Analysis of The Cancer Genome Atlas database revealed that all Hsp90 paralogs were upregulated in prostate cancer. Inactivation of all Hsp90 paralogs induced mitochondrial dysfunction, increased cytosolic calcium, and activated calcineurin. Active calcineurin blocked prosurvival heat shock responses upon Hsp90 inhibition by preventing nuclear translocation of HSF1. The purine scaffold derivative DN401 inhibited all Hsp90 paralogs simultaneously and showed stronger anticancer activity than other Hsp90 inhibitors. Pan-Hsp90 inhibition increased cytotoxicity and suppressed mechanisms that protect cancer cells, suggesting that it is a feasible strategy for the development of potent anticancer drugs. The mitochondria-permeable drug DN401 is a newly identified in vivo pan-Hsp90 inhibitor with potent anticancer activity