How to capture the heart ? Reviewing 20 years of emotion measurement in advertising.

In the latest decades, emotions have become an important research topic in all behavioral sciences, and not the least in advertising. Yet, advertising literature on how to measure emotions is not straightforward. The major aim of this article is to give an update on the different methods used for measuring emotions in advertising and to discuss their validity and applicability. We further draw conclusions on the relation between emotions and traditional measures of advertising effectiveness. We finally formulate recommendations on the use of the different methods and make suggestions for future research.Research; Emotions; Science; Advertising; Effectiveness; Recommendations;

Changing roles, changing preferences? The dual impact of gender identity on preferences for sex specific advertising stimuli.

This paper investigates whether gender identity, or the extent to which an individual identifies with socially constructed sex roles, moderates the influence of sex on typically male and female ad preferences. We distinguish primary from secondary ad stimuli. Universally, men prefer young women and women prefer babies and children (= primary stimuli). On the other hand, cultural changes might affect sex specific preferences of, for example, leisure activities (= secondary stimuli). Results of our first study partly support this duality. However, gender identity did moderate women's preference of primary stimuli. Study 2 revealed that identification may explain this unexpected result.Advertising; Impact; Preference; Research; Roles; Studies;

Strong and moderate nonlinear El Nino regimes

It has been previously proposed that two El Nio (EN) regimes, strong and moderate, exist but the historical observational record is too short to establish this conclusively. Here, 1200 years of simulations with the GFDL CM2.1 model allowed us to demonstrate their existence in this model and, by showing that the relevant dynamics are also evident in observations, we present a stronger case for their existence in nature. In CM2.1, the robust bimodal probability distribution of equatorial Pacific sea surface temperature (SST) indices during EN peaks provides evidence for the existence of the regimes, which is also supported by a cluster analysis of these same indices. The observations agree with this distribution, with the EN of 1982-1983 and 1997-1998 corresponding to the strong EN regime and all the other observed EN to the moderate regime. The temporal evolution of various indices during the observed strong EN agrees very well with the events in CM2.1, providing further validation of this model as a proxy for nature. The two regimes differ strongly in the magnitude of the eastern Pacific warming but not much in the central Pacific. Observations and model agree in the existence of a finite positive threshold in the SST anomaly above which the zonal wind response to warming is strongly enhanced. Such nonlinearity in the Bjerknes feedback, which increases the growth rate of EN events if they reach sufficiently large amplitude, is very likely the essential mechanism that gives rise to the existence of the two EN regimes. Oceanic nonlinear advection does not appear essential for the onset of strong EN. The threshold nonlinearity could make the EN regimes very sensitive to stochastic forcing. Observations and model agree that the westerly wind stress anomaly in the central equatorial Pacific in late boreal summer has a substantial role determining the EN regime in the following winter and it is suggested that a stochastic component at this time was key for the development of the strong EN towards the end of 1982

Sweet instigator. Choosing increases the susceptibility to affective product features.

The present research demonstrates that repeated active choice-making increases the susceptibility of consumers to salient affective product features. We show that affective features influence product choice more after a series of active product choices than after a series of compliances with purchase instructions. The combined results of three experiments suggest that repeated choice gradually depletes the mental capacity required for critical evaluation of choice alternatives, while ruling out alternative explanations. The results are discussed in terms of their implications for theory and management of impulse purchasing.Affective product features; Choice; Cognitive product features; Consumer decision making; Evaluation; Implications;

Solar total irradiance in cycle 23

The apparently unusual behaviour of the TSI during the most recent minimum of solar activity has been interpreted as evidence against solar surface magnetism as the main driver of the secular change in the TSI. We test claims that the evolution of the solar surface magnetic field does not reproduce the observed TSI in cycle 23. We use sensitive, 60-minute averaged MDI magnetograms and quasi-simultaneous continuum images as an input to our SATIRE-S model and calculate the TSI variation over cycle 23, sampled roughly twice-monthly. The computed TSI is then compared to the PMOD composite of TSI measurements and to the data from two individual instruments, SORCE/TIM and UARS/ACRIM II, that monitored the TSI during the declining phase of cycle 23 and over the previous minimum in 1996, respectively. Excellent agreement is found between the trends shown by the model and almost all sets of measurements. The only exception is the early, i.e. 1996 to 1998, PMOD data. Whereas the agreement between the model and the PMOD composite over the period 1999-2009 is almost perfect, the modelled TSI shows a steeper increase between 1996 and 1999 than implied by the PMOD composite. On the other hand, the steeper trend in the model agrees remarkably well with the ACRIM II data. A closer look at the VIRGO data, that make the basis of the PMOD composite after 1996, reveals that only one of the two VIRGO instruments, the PMO6V, shows the shallower trend present in the composite, whereas the DIARAD measurements indicate a steeper trend. We conclude that (1) the sensitivity changes of the PMO6V radiometers within VIRGO during the first two years have very likely not been correctly evaluated, and that (2) the TSI variations over cycle 23 and the change in the TSI levels between the minima in 1996 and 2008 are consistent with the solar surface magnetism mechanism

Baking quality of winter wheat (Triticum aestivum l.) is influenced by fractionation of nitrogen fertilization

Non-Peer ReviewedNitrogen (N) fertilization is one of the most common agronomic practice to increase wheat grain yield and protein content. However, the beneficial effects of nitrogen fertilization on grain yield and quality vary significantly [1]. The objective of the study was to understand the effect of total applied N and in fractions on the wheat grain protein composition and flour functionality under western European growth conditions. A field trial with five winter wheat (Triticum aestivum L.) cultivars, fertilized with 3 N-rates (suggested, -30% and +30%) applied in 3 or 4 fractions, were studied for grain yield and kernel characteristics, whole meal and flour composition and functionality. Flour quality was analyzed by baking tests and an elaborate screening of the bread quality. A significant interaction between total N and fractionation was observed for both yield and protein content whereas protein composition (gluten index, Farinograph water absorption and Alveograph P/L) was solely influenced by the fractionation of N application. Applying N in four fractions resulted in an overall 3.7% increase in loaf volume compared to three N-fractions. Principal component analysis illustrated the major contribution of starch related properties to end-product quality of bread, and a prominent genotype-effect which was observed throughout the stud

ACRIM-gap and total solar irradiance revisited: Is there a secular trend between 1986 and 1996?

A gap in the total solar irradiance (TSI) measurements between ACRIM-1 and ACRIM-2 led to the ongoing debate on the presence or not of a secular trend between the minima preceding cycles 22 (in 1986) and 23 (1996). It was recently proposed to use the SATIRE model of solar irradiance variations to bridge this gap. When doing this, it is important to use the appropriate SATIRE-based reconstruction, which we do here, employing a reconstruction based on magnetograms. The accuracy of this model on months to years timescales is significantly higher than that of a model developed for long-term reconstructions used by the ACRIM team for such an analysis. The constructed `mixed' ACRIM - SATIRE composite shows no increase in the TSI from 1986 to 1996, in contrast to the ACRIM TSI composite.Comment: 4 figure