Spreading the virus : emotional tone of viral advertising and its effect on forwarding intentions and attitudes

iral advertising has attracted advertisers in recent years, yet little is known about how exactly it works from an information processing perspective. This study extends knowledge by exploring how the emotional tone (pleasant, unpleasant, coactive) of viral video ads affects attitude toward the ad, attitude toward the brand, and forwarding intentions. Results indicate that pleasant emotional tone elicits the strongest attitude toward the ad, attitude toward the brand, and intention to forward. The effects were weaker for coactive tone and weakest for negative emotional tone. These results challenge the common approach of shocking or scaring online users to motivate them to forward a viral video

The effects of arousing video on attention and memory for attack vs. non-attack political advertisements

Abstract only availableDuring the election season, it may appear that television viewers are bombarded with political advertisements. Furthermore, it may also appear that the majority of these advertisements are routinely negative. It has been said that candidates use attack advertisements because they work; that is to say, attack advertisements are more memorable than non-attack advertisements. Much research has been done on political advertisements, with mixed conclusions on the effectiveness of attack versus non-attack advertisements. My research on the effect of arousing advertisements attempts to add clarity to the question of if and why attack advertisements affect memory to a greater degree than non-attacks advertisements. I will directly test the hypothesis that memory is not necessarily affected by the content of the advertisements (i.e. attack or non-attack), but rather by the production values of the advertisements (i.e. how arousing the advertisement is). If this hypothesis is true, the direct implication is that candidates do not have to design a negative attack advertisement to be successful in their campaign, but rather they can create arousing, positive advertisements that focus solely on themselves and their position. Consequently, I believe that advertisers will be able to use the results of my research to help them create more suitable and effective advertisements. The study will test the dependent variables of attention, emotional valence, memory, and attitude. Attention to the advertisements will be measured by obtaining a participant's heart rate. Deceleration of heart rate is indicative of attention to the message. Emotional valence will be measured through facial EMG (measurement of smile and frown muscle activity). Memory will be tested through a recognition test. Attitudes toward the advertisements will be measured through the use of a questionnaire.MU Undergraduate Research Scholars Progra

Effects of emotional tone and visual complexity on processing health risk and benefit information in DTC advertising [abstract]

Abstract only availableThe expenditure of direct-to-consumer (DTC) prescription drug advertising has more than quadrupled since 1996 reaching $4.2 billion in 2005. This study examines how emotional tone and visual complexity affect recognition and attitude toward the ad in DTC drug advertising. Using 50-55 and 70-75 year olds participants, the experiment examines the impact of cognitive aging on memory for risks and benefits communicated through televised DTC ads.MU Undergraduate Research Scholars Progra

Imagination and narrative : young people's experiences

Imagery generation in dramatized audio drama is still poorly understood with the majority of work having been done from a radio advertising perspective. This study sought to understand audio drama imagery generation by using teenage listeners. The study demonstrated that teenagers can follow purely auditory narrative with ease and can generate unique and vivid imagery through aural dramatic stimulation. The study also showed that listening in the dark and as a group are appealing for audiences

Consumer Neuroscience-Based Metrics Predict Recall, Liking and Viewing Rates in Online Advertising

[EN] The purpose of the present study is to investigate whether the effectiveness of a new ad on digital channels (YouTube) can be predicted by using neural networks and neuroscience-based metrics (brain response, heart rate variability and eye tracking). Neurophysiological records from 35 participants were exposed to 8 relevant TV Super Bowl commercials. Correlations between neurophysiological-based metrics, ad recall, ad liking, the ACE metrix score and the number of views on YouTube during a year were investigated. Our findings suggest a significant correlation between neuroscience metrics and self-reported of ad effectiveness and the direct number of views on the YouTube channel. In addition, and using an artificial neural network based on neuroscience metrics, the model classifies (82.9% of average accuracy) and estimate the number of online views (mean error of 0.199). The results highlight the validity of neuromarketing-based techniques for predicting the success of advertising responses. Practitioners can consider the proposed methodology at the design stages of advertising content, thus enhancing advertising effectiveness. The study pioneers the use of neurophysiological methods in predicting advertising success in a digital context. This is the first article that has examined whether these measures could actually be used for predicting views for advertising on YouTube.This work has been supported by the Heineken Endowed Chair in Neuromarketing at the Polytechnic University of Valencia in order to research and apply new technologies and neuroscience in communication, distribution and consumption fields.Guixeres Provinciale, J.; Bigné-Alcañiz, E.; Ausin-Azofra, JM.; Alcañiz Raya, ML.; Colomer, A.; Fuentes-Hurtado, FJ.; Naranjo Ornedo, V. (2017). Consumer Neuroscience-Based Metrics Predict Recall, Liking and Viewing Rates in Online Advertising. 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Beyond self-report: a review of physiological and neuroscientific methods to investigate consumer behavior

The current paper investigates the value and application of a range of physiological and neuroscientific techniques in applied marketing research and consumer science, highlighting new insights from research in social psychology and neuroscience. We review measures of sweat secretion, heart rate, facial muscle activity, eye movements, and electrical brain activity, using techniques including skin conductance, pupillometry, eyetracking, and magnetic brain imaging. For each measure, after a brief explanation of the underlying technique, we illustrate concepts and mechanisms that the measure allows researchers in marketing and consumer science to investigate, with a focus on consumer attitudes and behavior. By providing reviews on recent research that applied these methods in consumer science and relevant related fields, we also highlight methodological and theoretical strengths and limitations, with an emphasis on ecological validity. We argue that the inclusion of physiological and neuroscientific techniques can advance consumer research by providing insights into the often unconscious mechanisms underlying consumer behavior. Therefore, such technologies can help researchers and marketing practitioners understand the mechanisms of consumer behavior and improve predictions of consumer behavior

Glass Walker

Imogene Bolls, Professor emerita, former Poet-in-Residence and Director of the Journalism Program, who retired in 1999, published three volumes of poetry, Advice for the Climb, 1999; Earthbound, 1989; and Glass Walker, 1982; and more than 600 poems in literary journals and anthologies. Her poems in anthologies include “In Retrospect: Oedipus to the Sphinx” in Orpheus and Company: Contemporary Poems on Greek Mythology, University Press of New England, 1999; and “First Light on Chacra Mesa” and “Kansas Flint Hills” in The Practice of Peace, Sherman Asher Publishing, Santa Fe, NM, 1998.https://engagedscholarship.csuohio.edu/clpc_bks/1009/thumbnail.jp

System on Chip development of a FPGA based real time processing of radar informationunder use of an UDP/IP stack realised in hardware

Radar-Transceiver der neuesten Generation übertragen empfangene Reflexionen und notwendige Synchronisationspulse nicht mehr mittels analoger Signale zu den Sichtgeräten, sondern digitalisieren diese unter Einhaltung harter Echtzeitanforderungen. Auf diese Weise kann eine Übertragung der empfangenen Reflexionen über Ethernet statt finden. Dadurch entstehen jedoch Kompatibilitätsprobleme zwischen Radar- Transceivern, die digitale Informationen bereitstellen und Sichtgeräten, die analoge Signale benötigen. In dieser Arbeit sind Voruntersuchungen, Konzeptionierung, Entwicklung und Test eines Prototypen auf Basis eines FPGAs durchgeführt worden. Mittels eines in Hardware realisierten Ethernet-Stacks werden die Multicast- Nachrichten eines Radar-Transceivers über Ethernet empfangen und unter Einhaltung harter Echtzeitanforderungen das ursprüngliche, analoge Signalverhalten des Radar-Transceivers rekonstruiert. Sichtgeräte die analoge Signale benötigen können hierdurch wieder an das digitale System angebunden werden.During the past generations Radar-Transceivers provided the received echo information and control signals in analogue form. The latest generations of radar transceivers digitize received reflections and process them under hard real-time requirements, before they are sent via an Ethernet. For this reason, problems arise in compatibility. Radar indicators, that need analog signals, are not supported anymore. The goal of this master thesis is the development of an interface to analogize digital information received from the radar-transceiver and to reproduce the same behavior with hard real-time requirements like the original analog signals before digitization. For that reason this thesis deals with preliminary studies, conceptual design, development and testing of a prototype based on a FPGA. To meet the above requirements among others a hardware Ethernet-Stack is developed