The effect of product placement in computer games on brand attitude and recall

Media fragmentation and proliferation, in concert with declining television advertising efficacy, has engendered interest in developing more effective ways to reach consumers – particularly non-users of a brand. This study explores the effect of active product placement in computer games on both brand attitude (Abrand) and recall. Findings suggest that exposure to a particular brand in a computer game can increase Abrand among consumers whose pre-existing attitude towards the brand in question is fairly low. It was concluded that product placement within computer games is an effective means of fostering high spontaneous brand recall and even of influencing consumers less positively predisposed towards a brand (analogous to non-users). These findings have promising managerial implications for firms looking to grow their customer base through acquisition and conversion.

Stable anode performance of an Sb–carbon nanocomposite in lithium-ion batteries and the effect of ball milling mode in the course of its preparation

Materials that alloy with lithium (Si, Ge, Sn, Sb, and P) are considered as alternatives to graphitic anodes in lithium-ion batteries. Their practical use is precluded by large volume changes (200–370%) during cycling. Embedding nanoparticles into carbon is being investigated as a way to tackle that, and ball milling is emerging as a technique to prepare nanocomposites with enhanced capacity and cyclic stability. Using Sb as a model system, we investigate the preparation of Sb–carbon nanocomposites using a reconfigurable ball mill. Four distinctive milling modes are compared. The structure of the composites varies depending on the mode. Frequent strong ball impacts are required for the optimal electrochemical performance of the nanocomposite. An outstanding stable capacity of 550 mA h g−1 for 250 cycles at a current rate of 230 mA g−1 is demonstrated in a thin electrode (1 mg cm−2) and a capacity of [similar]400 mA h g−1 can be retained at 1.15 A g−1. Some capacity fade is observed in a thicker electrode (2.5 mg cm−2), i.e. the performance is sensitive to mass loading. The electrochemical stability originates from the nanocomposite structure containing Sb nanoparticles (5–15 nm) dispersed in a carbon component.

Associations between young children's perceived and actual ball skill competence and physical activity

Objectives: The relationship between actual and perceived object control competence (ball skills) and the contribution to young children’s physical activity is not known.
Design: Cross sectional study.
Methods: The Test Gross Motor Development-2 assessed actual object control competence and a modified version of the Pictorial Scale of Perceived Competence and Social Acceptance for Young Children assessed perceived object control competence. Moderate- to vigorous-intensity physical activity was measured via accelerometry. Three mixed regression models were performed: (i) object control competence as the predictor and the outcome as perceived object control, (ii) perceived object control competence as the predictor and the outcome moderate to vigorous physical activity and (iii) actual object control as the predictor and the outcome moderate to vigorous physical activity. Models adjusted for school clustering, monitor wear time, sex and age. Interactions between respective predictor variables and sex were performed if warranted. A total of 102 children (56% boys, 44% girls) aged 4–8 years (M 6.3, SD 0.92) completed assessments.
Results: Girls had lower perceived and actual object control competence and were less active than boys. Actual object control competence was positively associated with perceived object control competence (B = 0.11, t(96) = 2.25, p < 0.001, p = 0.027) and this relationship did not differ by sex (p = 0.449); however, neither actual (p = 0.092) nor perceived object control competence (p = 0.827) were associated with moderate to vigorous physical activity.
Discussion: Young children’s perceived ball skill abilities appear to relate to actual competence; however, these measures were not associated with physical activity. In older children, object control skill is associated with physical activity so targeting young children’s object control skills is an intervention priority.

Electrochemical performance of LiFe1-xMnxPO4/C materials prepared by ball milling

LiFe1-xMnxPO4/C composite materials as cathode materials in Li-ion batteries have been synthesised and their electrochemical properties have been investigated. The samples were synthesised by using high energy ball milling of commercially available precursors (Li2C2O4, FeC2O4.2H2O, MnC2O4.2H2O, NH4H2PO4) and then heated at 600°C. The morphology and structure of the heated samples were analysed by means of SEM and X-ray diffraction. The olivine structure of the LiFe1-xMnxPO4/C composite was obtained. A slight shift of the peaks to smaller 2θ angles with the increasing Mn/Fe ratios is observed due to the increase in lattice parameters. The influence of different Mn/Fe ratios on electrical and electrochemical performances were studied by charge-discharge and cyclic voltammetry (CV) testing. The CV curves of the pure LiFePO4 and LiMnPO4 show the expected Fe2+/Fe3+ peak around 3·5 V and Mn2+/Mn3+ peak around 4·1 V, respectively. The addition of manganese increases the discharge voltage from 3·5 to 4·1 V.

Enhanced lithium storage in ZnFe2O4-C nanocomposite produced by a low-energy ball milling

Preparation of novel nanocomposite structure of ZnFe2O4-C is achieved by combining a sol-gel and a low energy ball milling method. The crucial feature of the composite's structure is that sol-gel synthesised ZnFe2O4 nanoparticles are dispersed and attached uniformly along the chains of Super P Li™ carbon black matrix by adopting a low energy ball milling. The composite ZnFe2O4-C electrodes are capable of delivering a very stable reversible capacity of 681 mAh g-1 (96% retention of the calculated theoretical capacity of ∼710 mAh g-1) at 0.1 C after 100 cycles with a remarkable Coulombic efficiency (82%) improvement in the first cycle. The rate capability of the composite is significantly improved and obtained capacity was as high as 702 at 0.1, 648 at 0.5, 582 at 1, 547 at 2 and 469 mAh g-1 at 4 C (2.85 A g-1), respectively. When cell is returned to 0.1 C, the capacity recovery was still ∼98%. Overall, the electrochemical performance (in terms of cycling stability, high rate capability, and capacity retention) is outstanding and much better than those of the related reported works. Therefore, our smart electrode design enables ZnFe2O4-C sample to be a high quality anode material for lithium-ion batteries.

Preparation of composite electrodes with carbon nanotubes for lithium-ion batteries by low-energy ball milling

Some of the prospective electrode materials for lithium-ion batteries are known to have electronic transport limitations preventing them from being used in the electrodes directly. In many cases, however, these materials may become practical if they are applied in the form of nanocomposites with a carbon component, e.g. via incorporating nanoparticles of the phase of interest into a conducting network of carbon nanotubes. A simple way to prepare oxide-carbon nanotube composites suitable for the electrodes of lithium-ion batteries is presented in this paper. The method is based on low-energy ball milling. An electrochemically active but insulating phase of LiFeTiO4 is used as a test material. It is demonstrated that the LiFeTiO4-carbon nanotube composite is not only capable of having significantly higher capacity (∼105-120 mA h g-1vs. the capacity of ∼65-70 mA h g -1 for the LiFeTiO4 nanoparticles) at a slow current rate but may also operate at reasonably high current rates. © the Partner Organisations 2014.