Moving towards a very long engagement: the effects of interactivity on prolonging engagement with online movie advertisements

An experiment with 421 participants aged 18-45 was conducted to measure the effects of interactivity in an online movie advertising setting, and the effects of interactivity on consumer engagement and other brand metrics. Results from a post-test survey revealed insight into participants’ perceived level of interactivity, and reflected varying levels of attitude towards ad messages, ad recall, mood, and factors in purchasing habits. Results suggested that while interactivity can sometimes hinder advertising recall rates, it can also increase positive attitudes toward the advertisement, click-through rate, intent to purchase, and mood. Practical implications and suggestions for further research are discussed

Frequency dependence of surface acoustic wave swimming.

This is the author accepted manuscript. The final version is available from The Royal Society.Surface acoustic waves (SAWs) are elastic waves that can be excited directly on the surface of piezoelectric crystals using a transducer, leading to their exploitation for numerous technological applications, including for example microfluidics. Recently, the concept of SAW streaming, which underpins SAW microfluidics, was extended to make the first experimental demonstration of 'SAW swimming', where instead of moving water droplets on the surface of a device, SAWs are used as a propulsion mechanism. Using theoretical analysis and experiments, we show that the SAW swimming force can be controlled directly by changing the SAW frequency, due to attenuation and changing force distributions within each SAW streaming jet. Additionally, an optimum frequency exists which generates a maximum SAW swimming force. The SAW frequency can therefore be used to control the efficiency and forward force of these SAW swimming devices. The SAW swimming propulsion mechanism also mimics that used by many microorganisms, where propulsion is produced by a cyclic distortion of the body shape. This improved understanding of SAW swimming provides a test-bed for exploring the science of microorganism swimming, and could bring new insight to the evolutionary significance for the length and beating frequency of swimming microbial flagella.Leverhulme Trust Research Projec

Non-Invasive Genetic Sampling of Faecal Material and Hair from the Grey-Headed Flying-Fox (Pteropus poliocephalus)

Remote-sampling DNA from animals offers obvious benefits for species that are difficult to sample directly and is less disruptive for species of conservation concern. Here we report the results of a pilot study investigating non-invasive DNA sampling of the grey-headed flying-fox (Pteropus poliocephalus), a threatened species that is restricted to the east coast of Australia. We successfully extracted DNA from fresh scats and hair, each of which was of sufficient quality for amplifying mitochondrial DNA markers and microsatellites. A single-locus multitube approach was used to investigate amplification success and genotyping reliability. Faecal samples yielded a higher proportion of successful amplifications and consensus genotype assignments than hair samples. We outline measures that may be utilised to minimise microsatellite genotyping error for future studies. These indirect approaches to obtaining genetic data show much promise given the difficult nature of directly sampling flying-foxes and related species

Ursodeoxycholic acid as a novel disease-modifying treatment for Parkinson’s disease: protocol for a two-centre, randomised, double-blind, placebo-controlled trial, The 'UP' study

Introduction There are no disease-modifying treatments for Parkinson’s disease (PD). We undertook the first drug screen in PD patient tissue and idntified ursodeoxycholic acid (UDCA) as a promising mitochondrial rescue agent. The aims of this trial are to determine safety and tolerability of UDCA in PD at 30 mg/kg, confirm the target engagement of UDCA, apply a novel motion sensor-based approach to quantify disease progression objectively, and estimate the mean effect size and its variance on the change in motor severity. Methods and analysis This is a phase II, two-centre, double-blind, randomised, placebo-controlled trial of UDCA at a dose of 30 mg/kg in 30 participants with early PD. Treatment duration is 48 weeks, followed by an 8-week washout phase. Randomisation is 2:1, drug to placebo. Assessments are performed at baseline, week 12, 24, 36, 48 and 56. The primary outcome is safety and tolerability. Secondary outcomes will compare the change between baseline and week 48 using the following three approaches: the Movement Disorders Society Unified Parkinson’s Disease Rating Scale Part 3 in the practically defined ‘OFF’ medication state; confirmation of target engagement, applying 31Phosphorus MR Spectroscopy to assess the levels of ATP and relevant metabolites in the brain; and objective quantification of motor impairment, using a validated, motion sensor-based approach. The primary outcome will be reported using descriptive statistics and comparisons between treatment groups. For each secondary outcome, the change from baseline will be summarised within treatment groups using summary statistics and appropriate statistical tests assessing for significant differences. All outcomes will use an intention-to-treat analysis population. Ethics and dissemination This trial has been approved by the East of England – Cambridgeshire and Hertfordshire Research Ethics committee. Results will be disseminated in peer-reviewed journals, presentations at scientific meetings and to patients in a lay-summary format. Trial registration number NCT03840005

Imaging muscle as a potential biomarker of denervation in motor neuron disease

Objective To assess clinical, electrophysiological and whole-body muscle MRI measurements of progression in patients with motor neuron disease (MND), as tools for future clinical trials, and to probe pathophysiological mechanisms in vivo. Methods A prospective longitudinal observational clinico-electrophysiological and radiological cohort study was performed. Twenty-nine MND patients and 22 age and gender-matched healthy controls were assessed with clinical measures, electrophysiological motor unit number index (MUNIX) and T2-weighted whole-body muscle MRI, at first clinic presentation and four months later. Between-group differences and associations were assessed using age and gender-adjusted multivariable regression models. Within-subject longitudinal changes were assessed using paired t-tests. Patterns of disease spread were modelled using mixed-effects multivariable regression, assessing associations between muscle relative T2 signal and anatomical adjacency to site of clinical onset. Results MND patients had 30% higher relative T2 muscle signal than controls at baseline (all-regions mean, 95%CI 15%, 45%, p<0.001). Higher T2 signal was associated with greater overall disability (coefficient -0.009, 95%CI -0.017, -0.001, p=0.023), and with clinical weakness and lower MUNIX in multiple individual muscles. Relative T2 signal in bilateral tibialis anterior increased over four months in MND patients (right: 10.2%, 95%CI 2.0%, 18.4%, p=0.017; left: 14.1%, 95%CI 3.4%, 24.9%, p=0.013). Anatomically contiguous disease spread on MRI was not apparent in this model. Conclusions Whole-body muscle MRI offers a new approach to objective assessment of denervation over short timescales in MND, and enables investigation of patterns of disease spread in vivo. Muscles inaccessible to conventional clinical and electrophysiological assessment may be investigated using this methodology

Nonlinear Parabolic Equations arising in Mathematical Finance

This survey paper is focused on qualitative and numerical analyses of fully nonlinear partial differential equations of parabolic type arising in financial mathematics. The main purpose is to review various non-linear extensions of the classical Black-Scholes theory for pricing financial instruments, as well as models of stochastic dynamic portfolio optimization leading to the Hamilton-Jacobi-Bellman (HJB) equation. After suitable transformations, both problems can be represented by solutions to nonlinear parabolic equations. Qualitative analysis will be focused on issues concerning the existence and uniqueness of solutions. In the numerical part we discuss a stable finite-volume and finite difference schemes for solving fully nonlinear parabolic equations.Comment: arXiv admin note: substantial text overlap with arXiv:1603.0387

A simple, optically induced electrokinetic method to concentrate and pattern nanoparticles

We demonstrate an optically induced electrokinetic technique that continuously concentrates nanoparticles on the surface of a parallel plate electrode that is biased with an AC signal. A highly focused beam of near-infrared light (1064 nm) was applied, inducing an electrothermal microfluidic vortex that carried nanoparticles to its center where they were accumulated. This technique was demonstrated with 49 nm and 100 nm fluorescent polystyrene particles and characterized as a function of applied AC frequency and voltage. With this technique the location and shape of colloidal concentration was reconfigured by controlling the optical landscape, yielding dynamic control of the aggregation. Colloidal concentration was demonstrated with a plain parallel plate electrode configuration without the need of photoconductive materials or complex microfabrication procedures