When Intrusive Can Be Likable: Product Placement Effects on Multitasking Consumers

Using movie scenes, this study examines how multitasking by viewers influences the product-plot integration effect. Findings indicate that multitasking dampens a well-integrated placement\u27s brand-enhancing effect and mitigates an intrusive placement\u27s brand-damaging effect. Well-integrated placement produces an assimilation effect, leading to convergence of viewers\u27 attitudes toward the placed versus competing brands, while intrusive placement triggers a contrast effect that results in divergence of these attitudes. Among single-tasking viewers, the boomerang effect of an intrusive placement decreases the favorability of the placed brand and increases the favorability of the not-shown competitor. The opposite is true among multitasking viewers, however

Dynamic model for failures in biological systems

A dynamic model for failures in biological organisms is proposed and studied both analytically and numerically. Each cell in the organism becomes dead under sufficiently strong stress, and is then allowed to be healed with some probability. It is found that unlike the case of no healing, the organism in general does not completely break down even in the presence of noise. Revealed is the characteristic time evolution that the system tends to resist the stress longer than the system without healing, followed by sudden breakdown with some fraction of cells surviving. When the noise is weak, the critical stress beyond which the system breaks down increases rapidly as the healing parameter is raised from zero, indicative of the importance of healing in biological systems.Comment: To appear in Europhys. Let