Examining the influence of fame in the presence of beauty:an electrodermal 'neuromarketing' study

The use of famous and/or attractive models in brand marketing is ubiquitous yet little work, if any, has been carried out examining differences in their efficiency in driving subsequent consumer behaviour. Such brand platforms have an emotional selling proposition (ESP) that refers to the unique personality and image attributes that a particular endorsement generates. However, celebrity endorsers are also more than likely to be considered attractive and thus differences in the ESP (if any) would be very small. Such differences in an emotional response could be measured by a participant's electrodermal activity (EDA). This is a psychophysiological response, measurement of which is sensitive enough to detect differences engendered by a particular brand platform's ESP. In the present study, EDA measurements were recorded from participants who were shown advertisements containing a target product within four different types of endorsement platforms depicting models who were either famous/non-famous or attractive/average looking. The results showed that average looking celebrity endorsers produced a greater EDA response than any of the other conditions including the attractive looking celebrity endorsers. Furthermore, this effect was only revealed from recordings taken from the left hand side of the participants. Given that the right side of the brain would orchestrate any EDA responses recorded from the subjects' left side, the current results suggest a dedicated neural response for celebrity endorsed brand platforms. Future work examining the relationship between the specific EDA signature and consumer preferences is discussed.

Editorial

This time of year we look back at the year that has passed and make plans for the next year. I like to reflect on things that I have learnt and people that I have met, especially those who facilitated that learning. In 2009 I went to various conferences, The BCLA conference in Manchester, The Romanian Optical Society meeting in Brasov, Transylvania (where the university is actually on Vlad Tepes Street), The European Council for Optometry and Optics (ECOO) in Brno, Czech Republic, The American Academy of Optometry (AAO) in Orlando USA, The International Association of Contact Lens Educators (IACLE) meeting in Tianjin China and finally The Vereinigung Deutscher Contactlinsen-Spezialisten (VDCO) meeting in Jena. All were interesting places and thoroughly all were enjoyable conferences with their own highlights but I wanted to focus on Jena and one person I met there and his inspirational search for knowledge and the contributions he made in the field of contact lenses. Jena itself is a fascinating place and should be on the ‘must visit’ list of anyone involved in eye care. It is the birth place of Carl Zeiss of course and where he started his company. It is also the birth place of Ernst Abbe (physicist and optometrist and expert lens maker), and Otto Schott (chemist and technologist who made high quality glass. There are many road signs bearing witness to these famous pioneers. The optical museum is worth spending a few hours looking around too. I was invited to speak at the VDCO at the kind invitation from colleagues at the Jena School of Optometry, Professor Wolfgang Sickenberger and Professor Sebastian Marx. At this meeting I met 87-year-old Willi KAUE who was being awarded the Adolf Wilhelm Müller-Welt prize by the VDCO for contribution to contact lenses over his 60-year career. At the age of 15 Willi Kaue took up an apprenticeship to become an Optician in Germany in 1937. At this time he first heard about the scleral glass lenses made by the Carl Zeiss Company in Jena. This started his lifelong fascination which was to become his passion but not yet his career. During the war he was enlisted into military service but immediately after was back to his former career. In 1950 Willi corrected his own 3.5 dioptres of myopia with a plastic scleral lens. His fascination strengthened as for the first time he himself could experience a wider field of view than his spectacles gave him, less aberrations and less retinal minification. He also appreciated the fact that contact lenses did not cause pressure on the nose or ears and did not slide down his nose plus remained optically centred with his eye movements. He decided that form now on he would make fitting contact lenses his career. He travelled to London to learn more about contact lenses and how to fit them but initially did not find many willing teachers and to start with became largely self-taught. He wanted to know how to make scleral lenses. So far he only knew that pulverized polymethyl methacrylate (PMMA) was pressed and moulded. In 1951 he met Berlin optician Otto Marzock. He made his only scleral lenses from using military PMMA windshields. His process involved lathe cutting the lenses and resulted in lenses that were thinner than moulded ones. Willi developed a manufacturing method, using a rotary diamond drill, starting form the outer edge and towards the centre at a constant cut speed. This enabled him to make more reproducible lenses and in less time. His enthusiasm in the field was clear from the travels he made in the pursuit of advancement - travelling around Europe, South America, North America and Asia. In 1963 he visited George Nissel in Hemel Hempstead, England. Constantly thriving towards innovations Willi came across the new Naturalens from the USA made from HEMA at a congress in Marseille in 1969. Amongst his contributions to the field, was his own technique of fitting ocular prosthetics, using an alginate impression of the orbit. I was fortunate enough to have dinner with Willi Kaue and learnt more about his fascinating career through the patient interpreting skills of Hilmar Bussacker (the 2008 winner of the same award and the 2007 winner of the European Federation of the Contact Lens and IOL Industries Award). I look forward to 2010 with eager anticipation as to what I may learn and who I might meet!!! Copyright © 2009 British Contact Lens Association. Published by Elsevier Ltd. All rights reserved.

Two Fundamental Problems Connected with AI

This paper is about two fundamental problems in the field of computer science. Solving these two problems is important because it has to do with the creation of Artificial Intelligence. In fact, these two problems are not very famous because they have not many applications outside the field of Artificial Intelligence. In this paper we will give a solution neither of the first nor of the second problem. Our goal will be to formulate these two problems and to give some ideas for their solution.

Towards e+Learning or How to Increase the Learning into e-Learning

It is discussed some changes in the traditional e-learning notion on the point of view of R. Koper’s question 'where is the learning in e-learning?’. We put a focus on the conception of learning as a management process and present the project Bulgarian Educational Site (BEST) – a possible answer to Koper’s question. The BEST is a virtual learning environment, based on the following principles: learning is a goal-directed and didactics-managed process; learners may define their own learning objectives, monitor and regulate the learning process; collaborative e-learning is more effective; etc. The BEST is based on two famous e-learning systems (Moodle, LAMS) and Plovdiv e-University (versions 1.0 and 2.0). The paper brings up a mater about the new ‘electronic’ pedagogy and proposes an approach for pedagogical modeling and interpretation of e-learning applied in the BEST.

About the Journal of RAAI ”News of Artificial Intelligence”

Beginning from 1991, Russian (initially Soviet) Association for Artificial Intelligence (RAAI) publishes the own journal ‘News of Artificial Intelligence’. The journal is founded on the initiative of the famous specialist in the field of Artificial Intelligence (AI), the first president of Soviet Association for Artificial Intelligence, the academician of Russian Academy of Natural Science (RANS), doctor of technical sciences (d.t.s.), professor D.A. Pospelov, which from 1991 up to 2001 was its main editor.

Remarks on the Nagata Conjecture

2000 Mathematics Subject Classification: 14C20, 14E25, 14J26.

Interactive Multimedia Solutions Developed for the Opening of the New Stage of the Alexandrinsky Theatre

This paper focuses on teamwork by the National Research University of Information Technologies, Mechanics and Optics (NRU ITMO) and the Aleksandrinsky Theatre in preparation of opening of the New Stage of the Alexandrinsky Theatre. The Russian State Pushkin Academy Drama Theatre, also known as the Alexandrinsky Theatre, is the oldest national theatre in Russia. Many famous Russian actors performed on the Alexandrinsky’s stage and many great directors. May 2013 marked the opening of the New Stage of the Alexandrinsky Theatre. The theatre complex comprises three buildings: the new stages building, a media center, and the building housing a center of theatre education. Several plays shown simultaneously on multiple stages within the new complex’s buildings constituted the opening gala of the New Stage of the Alexandrinsky Theatre. The works of Fyodor Dostoyevsky were the plays’ unifying theme. NRU ITMO employees developed several interactive theatre project solutions implemented for the opening of the Alexandrinsky Theatre’s New Stage.

Large Distinct Part Sizes in a Random Integer Partition

A partition of a positive integer n is a way of writing it as the sum of positive integers without regard to order; the summands are called parts. The number of partitions of n, usually denoted by p(n), is determined asymptotically by the famous partition formula of Hardy and Ramanujan [5]. We shall introduce the uniform probability measure P on the set of all partitions of n assuming that the probability 1/p(n) is assigned to each n-partition. The symbols E and V ar will be further used to denote the expectation and variance with respect to the measure P . Thus, each conceivable numerical characteristic of the parts in a partition can be regarded as a random variable.

Supporting and Enhancing Research on Cultural Heritage in France: the PATRIMA Project

In this paper, we first overview the French project on heritage called PATRIMA, launched in 2011 as one of the Projets d'investissement pour l'avenir, a French funding program meant to last for the next ten years. The overall purpose of the PATRIMA project is to promote and fund research on various aspects of heritage presentation and preservation. Such research being interdisciplinary, research groups in history, physics, chemistry, biology and computer science are involved in this project. The PATRIMA consortium involves research groups from universities and from the main museums or cultural heritage institutions in Paris and surroundings. More specifically, the main members of the consortium are the two universities of Cergy-Pontoise and Versailles Saint-Quentin and the following famous museums or cultural institutions: Musée du Louvre, Château de Versailles, Bibliothèque nationale de France, Musée du Quai Branly, Musée Rodin. In the second part of the paper, we focus on two projects funded by PATRIMA named EDOP and Parcours and dealing with data integration. The goal of the EDOP project is to provide users with a data space for the integration of heterogeneous information about heritage; Linked Open Data are considered for an effective access to the corresponding data sources. On the other hand, the Parcours project aims at building an ontology on the terminology about the techniques dealing with restoration and/or conservation. Such an ontology is meant to provide a common terminology to researchers using different databases and different vocabularies.

Some Coefficient Estimates for Polynomials on the Unit Interval

2000 Mathematics Subject Classification: 26C05, 26C10, 30A12, 30D15, 42A05, 42C05.

Nagyobb kockázat, nagyobb növekedési ütem - kockázat nélkül nincs növekedés! Hozzászólás Thomas Piketty A tőke a 21. században című könyvéhez (Why are interest rates higher than growth rates? A comment on Thomas Piketty's Capital in the Twenty-First Century)

E rövid írás aktualitását az adja, hogy nemrégen jelent meg magyarul Thomas Piketty híres könyve: A tőke a 21. században. A könyv központi gondolata, hogy az elmúlt kétszáz év átlagában a gazdaság átlagos növekedési üteme, a g jelentősen elmarad az r értékétől, vagyis a tőke átlagos hozamától. A nevezetes r>g összefüggés egyik lehetséges oka, hogy az r szórása nagyobb, mint a g-é. A nagyobb szórás mögött nagyobb kockázati motívumok állhatnak. Ebből következően a Piketty által javasolt adókat jelentős mértékben a pénzügyi tőkének kellene viselnie. ____ The immediacy of this note derives from the fact that Picatty's famous Capital in the Twenty-First Century has been recently published in Hungarian. The central issue in the book is that taking the average of 200 years, the mean growth rate g is lower than the average return on capital r. One possible explanation of this famous r > g inequality may be that the standard deviation of r is greater than that of g because of the greater appetite for risk. The implication to draw from this is that financial capital should bear the majority of the taxes being suggested by Piketty.

Xinjiang and Central Asia: Ethno-religious, political, and economic interactions

The neighboring regions of Xinjiang and Central Asia, linked historically on the famous Silk Road, later developed separately as a result of the incorporation of the former into China and the latter into the Russian Empire and Soviet Union. Thus, interaction between Xinjiang and Central Asia has been constrained by the nature of the Sino-Russian or Sino-Soviet relationship. However, the demise of the Soviet Union--which resulted in the independence of five Central Asian states--and the recent economic reforms in the People's Republic of China suggest dramatic new possibilities for interregional cooperation.^ In this thesis, an historical and comparative approach is employed to study Chinese policies in Xinjiang and Soviet policies in Central Asia, and concludes that despite several decades of separate development, the common ethnic and religious origins of the indigenous peoples and their former ties will facilitate greater interaction between the two regions. ^

Pivot or periphery? Xinjiang's regional development and Chinese-Central Asian relations at the century's end

Xinjiang, once described by Owen Lattimore as the "pivot of Asia", has played a strategically important role in China's national defense and security. Historically linked on the famous Silk Road with Central Asia, Xinjiang was crucial to East-West economic and cultural exchanges. During the period of Russian/Soviet expansion into Central Asia and Sino-Soviet rivalry, China's need for Xinjiang's defense and territorial integrity became paramount, and consequently Xinjiang's economy was relegated to the periphery.^ The demise of the Soviet Union--which resulted in the independence of five Central Asian states--and China's reform suggest dramatic new possibilities for Xinjiang's regional development as well as interregional cooperation. As China has begun to shift regional emphasis to the interior, Xinjiang's economic development will be accelerated. With the growth of Sino/Xinjiang-Central Asian relations, Xinjiang's importance will not only be borne out in terms of defense and security, but more significantly in terms of trade and economics. At the century's end and the beginning of the 21st century, Xinjiang will likely move away from the periphery and play an increasingly pivotal role in the economy. ^

The winds of change? Exploring political effects of Hurricane Andrew

Before dawn on August 24, 1992, Hurricane Andrew smashed into south Florida, particularly southern Dade County, and soon become the costliest natural disaster in U.S. history. Andrew's impacts quickly overwhelmed local and state emergency response capabilities and eventually required major federal assistance, including regular military units. While the social and economic impacts of Hurricane Andrew are relatively well researched, much less attention has been given to its possible political effects. ^ Focusing on incumbent officeholders at three levels (municipal, state legislative, and statewide) who stood for reelection after Hurricane Andrew, this study seeks to determine whether they experienced any political effects from Andrew. That is, this study explores the possible interaction between the famous “incumbency advantage” and an “extreme event,” in this case a natural disaster. The specific foci were (1) campaigns and campaigning (a research process that included 43 personal interviews), and (2) election results before and after the event. ^ Given well-documented response problems, the working hypothesis was that incumbents experienced largely negative political fallout from the disaster. The null hypothesis was that incumbents saw no net political effects, but the reverse hypothesis was also considered: incumbents benefited politically from the event. ^ In the end, this study found that although the election process was physically disrupted, especially in south Dade County, the disaster largely reinforced the incumbency advantage. More specifically, the aftermath of Hurricane Andrew allowed most incumbent officeholders to (1) enhance constituency service, (2) associate themselves with the flow of external assistance, (3) achieve major personal visibility and media coverage, and yet (4) appear non-political or at least above normal politics. Overall, this combination allowed incumbents to very effectively “campaign without campaigning,” a point borne out by post-Andrew election results. ^

Deployment of a Hybrid Multicast Switch in Energy-Aware Data Center Network: A Case of Fat-Tree Topology

Recently, energy efficiency or green IT has become a hot issue for many IT infrastructures as they attempt to utilize energy-efficient strategies in their enterprise IT systems in order to minimize operational costs. Networking devices are shared resources connecting important IT infrastructures, especially in a data center network they are always operated 24/7 which consume a huge amount of energy, and it has been obviously shown that this energy consumption is largely independent of the traffic through the devices. As a result, power consumption in networking devices is becoming more and more a critical problem, which is of interest for both research community and general public. Multicast benefits group communications in saving link bandwidth and improving application throughput, both of which are important for green data center. In this paper, we study the deployment strategy of multicast switches in hybrid mode in energy-aware data center network: a case of famous fat-tree topology. The objective is to find the best location to deploy multicast switch not only to achieve optimal bandwidth utilization but also to minimize power consumption. We show that it is possible to easily achieve nearly 50% of energy consumption after applying our proposed algorithm.