Delving into brand anthropomorphisation strategies in the experiential context of name-brand voice assistants

Consumers' increasing use of voice-activated artificial intelligence technologies is stimulating the development of a new line of research in the field of marketing aiming to analyse the branding implications in this innovative experiential context. The spread of so-called name-brand voice assistants (NBVAs) is creating interesting opportunities in terms of brand anthropomorphism. The brand anthropomorphisation strategies adopted by companies are poorly studied in the academic literature, and only one contribution has been made in the experiential field of NBVAs. Therefore, the objective of our work is to begin to fill this gap by investigating the pillars of brand anthropomorphisation strategies (i.e., activities and branding outcomes) in the specific NBVA context by adopting a managerial perspective. Therefore, we followed an exploratory qualitative approach based on in-depth personal interviews with practitioners engaged in these strategies in the automotive sector. The resulting cognitive map reveals the following three levels of strategic pillars: drivers (i.e., designing a human-like brand voice and human-like consumer-brand dialogue), intermediate outcomes (i.e., brand personality and the strength of consumer-brand relationships), and final outcomes (i.e., multidimensional brand loyalty). Our study enriches both the literature concerning brand anthropomorphisation strategies and the nascent stream on NBVAs and provides managerial guidelines in the new in-car NBVA context.     

Adolescent Smoking Behavior and the Recognition of Cigarette Advertisements1

In a study designed to assess the relationship between smoking status and correct identification of cigarette brands, junior high school students from two schools viewed cigarette and automobile advertisements with brand and model identification deleted. Results showed that adolescents with higher ad recognition scores were more likely to smoke cigarettes. In addition, a relationship was found between age and correct identification of cigarette advertisements, with older students identifying more ads correctly than younger students. No significant effects emerged for identification of automobile advertisements except for sex, with boys identifying more advertisements than girls. Additional findings indicated that even “experimental” smokers, who smoked as little as once per year, recognized significantly more cigarette advertisements than nonsmokers. These and other results are discussed in terms of their implications for prevention and policy issues. It is argued that society's allowance of printed cigarette advertising overlooks adolescents' heightened vulnerability to the kinds of appeals used in cigarette advertisements. Present policy also overlooks adolescents' relative unresponsiveness to the health risk information required in cigarette advertisements.     

Short-Term Inpatient DBT Combined with Metacognitive Interventions for Personality Disorders: A Pilot Acceptability and Effectiveness Study

This study aims at evaluating the effectiveness of an intensive 1-month residential treatment course in an Italian psychiatric unit for patients meeting criteria for personality disorders (PD). This study involved 189 patients consecutively admitted to the unit and assessed at admission and discharge. The inpatient program was based on Dialectical Behavior Therapy (DBT) combined with Metacognitive interventions. Primary outcome was a reduction of general symptom severity (as measured by SCL-90-R). Secondary outcomes were reduction in depression (BDI), interpersonal problems (IIP-47). Other outcomes were impulsivity (BIS-11), aggressiveness (AQ), and dissociation (DES). We found a significant reduction in symptom severity, as well as in depression, interpersonal problems, dissociation, impulsivity and aggressiveness. The size of this benefit was predicted mostly by number of criteria met at SCID-II and intake scores mostly for impulsiveness and dissociation. In conclusion, intensive 1-month residential DBT combined with metacognitive interventions can be effective in treating patients with any PD presenting with severe global suffering, prominent self-harm and suicidal risk.

     

Individual Differences in Spatial Memory and Striatal ChAT Activity among Young and Aged Rats

Individual differences in spatial memory among young and aged rats were assessed using memory tasks related to integrity of the hippocampus and the neostriatum. Relationships were then examined between measures of spatial memory and regional choline acetyltransferase (ChAT) activity, a marker for cholinergic integrity. Twenty-four-month-old Long-Evans rats were impaired in comparisons with 6-month-old rats on measures of place learning, working memory, reference memory, and perseveration in water-maze tasks. Aged rats that were impaired on one measure of memory, however, were not necessarily impaired on other measures. ChAT activity in the ventromedial and dorsolateral neostriatum of aged rats was significantly reduced in comparisons with young rats whereas no difference was found in the hippocampus. Aged rats with the most ChAT activity in the anterior ventromedial neostriatum performed best on the place-learning and reference memory tasks but also made the most perseverative errors on the working memory task. In addition, young and aged rats with the most ChAT activity in the anterior dorsolateral neostriatum were those with the least accurate working memory. No relationships were found between ChAT activity in the hippocampus and spatial memory. Thus age-related memory impairment has components that can be segregated by measuring relationships between cholinergic integrity in subregions of the anterior neostriatum and memory tasks with different strategic requirements.     

Interference with reelin signaling in the lateral entorhinal cortex impairs spatial memory

Entorhinal neurons receive extensive intracortical projections, and form the primary input to the hippocampus via the perforant pathway. The glutamatergic cells of origin for the perforant pathway are distinguished by their expression of reelin, a glycoprotein involved in learning and synaptic plasticity. The functional significance of reelin signaling within the entorhinal cortex, however, remains unexplored. To determine whether interrupting entorhinal reelin signaling might have consequences for learning and memory, we administered recombinant receptor-associated protein (RAP) into the lateral entorhinal cortex (LEC) of young Long-Evans rats. RAP prevents reelin from binding to its receptors, and we verified the knockdown of reelin signaling by quantifying the phosphorylation state of reelin’s intracellular signaling target, disabled-1 (DAB1). Effective knockdown of reelin signaling was associated with impaired performance in the hippocampus-dependent version of the water maze. Moreover, inhibition of reelin signaling induced a localized loss of synaptic marker expression in the LEC. These observations support a role for entorhinal reelin signaling in spatial learning, and suggest that an intact reelin signaling pathway is essential for synaptic integrity in the adult entorhinal cortex.     

The “simulation” of the facial expression of emotions in case of short and long stimulus duration. The effect of pre-motor cortex inhibition by rTMS

Embodied cognition model states that the “simulation process” is necessary to the recognition of emotional significance of face. The present research explored the contribution of frontal motor brain components (i.e. mainly premotor area) to embodied cognition by using rTMS stimulation, to produce a temporary disruption of this specific cortical site. Secondly, short and long stimulus duration conditions were included to verify the contribution of the “simulation process” in response to overt and covert emotional stimulus comprehension. Nineteen subjects were asked to detect emotion/no emotion (anger, fear, happiness, neutral) in these two experimental conditions, by using a backward masking procedure. Five-second rTMS (1 Hz) was delivered before the stimulus onset. False alarms (Fa) and RTs increased and Hits decreased when frontal premotor brain activity was disrupted, specifically in response to anger and fear, for both long and shortduration condition. Thus, the present results highlight the main role of the frontal motor system for emotion facial expression processing.     

Framing the Ultimatum Game: Gender differences and autonomic responses

The present study aimed at investigating whether the way offers are framed in the Ultimatum Game (UG) affects behavioral and autonomic responses in men and women. The “I give you” and “I take” expressions were used as gain and loss frames, respectively. Skin conductance and heart rate were recorded as indices of autonomic activation in response to unfair, mid‐value, and fair offers. Acceptance rates were higher in men than in women under the gain frame. Moreover, men showed higher acceptance rates under the gain than under the loss frame with mid‐value offers, whereas women's choices were not affected by frame. On the physiological level, men produced differential autonomic response patterns during decision‐making when offers were presented under gain and loss framing. The “I take” frame, by acting as a loss frame, elicited in men the characteristic defensive response pattern that is evoked by aversive stimulation, in which increases in skin conductance are coupled with increases in heart rate. On the other hand, the “I give you” frame, by acting as a gain frame, elicited in men increases in skin conductance associated with prevailing heart rate deceleratory responses, reflecting a state of enhanced attention and orienting. In contrast, women's autonomic reactivity was not affected by frame, consistent with behavioral results. Phasic changes in heart rate were crucial in revealing differential functional significance of skin conductance responses under different frames in men, thus questioning the assumption that this autonomic measure can be used as an index of negative emotional arousal in the UG.     

Repeatability of mae-geri-keage in traditional karate: a three-dimensional analysis with black-belt karateka

In karate, performance also depends on a correct body shape, and the repeatability of standardized movements conditions the effectiveness of techniques. The execution of mae-geri-keage (frontal snap kick) was studied in 13 karateka (1st-5th dan). The 3D trajectories of 13 body landmarks were analyzed by an optoelectronic instrument while each karateka performed 10 repetitions of the movement. For each karateka and repetition, the standard deviations of the spatial coordinates x, y, z for each landmark were computed. A total standard deviation of the single participant was also calculated. Two experienced karateka performed with the best repeatability (smaller standard deviation) while executing the studied kick. Generally, the best repeatability was observed in the horizontal plane. The lower variability was observed in hips and head. Ankle and knee of the dominant limb had the worse. The method could detect athletes particularly gifted for the discipline. Moreover, it could help in the identification of those parts of body that do not repeat the movement with the desired precision.     

Comprehending Semantic and Grammatical Violations in Italian. N400 and P600 Comparison with Visual and Auditory Stimuli

Arguments about the existence of language-specific neural systems and specifically about the independence of syntactic and semantic processing have focused on the event-related brain measures (ERPs) as tool to monitoring moment-by-moment the cognitive processes underlaid. In the present experiments, the available evidence indicates that the ERP response to semantic anomalies is at least partially distinct from the ERP response to syntactic anomalies and that two distinct processes are activated in sentences comprehension. ERPs were recorded from 10 electrodes while subjects read (Experiment 1) or listened (Experiment 2) to sentences containing semantic or syntactic violations. Final-words that were inconsistent with the sentence context elicited a negative-going wave at about 400 ms poststimulus, whereas penultimate-word incongruous with the grammatical structure (subject–verb non-agreement) elicited a positive-going wave about 600 ms poststimulus. No differences based on the perceptual modality of the stimulus (visual or auditory) nor different ERP correlates as a function of task-relevance (explicit/implicit task induction) were found. The implications of our results for Italian language are explained.     

Psychometric characteristics of the Italian Clinical Depression Questionnaire using a 5-point rating scale with undergraduates

The aim was to investigate the psychometric properties of a proposed experimental version of the 1979 Italian adaptation of the Clinical Depression Questionnaire (Krug & Laughlin, 1976). This version is composed of an increased number of choice alternatives (5 instead of 3), tested with 240 Italian undergraduates. An exploratory item-factor analysis yielded one factor, which accounted for 28.2% of the variance. Analysis of the relationship between this version and an experimental one in 2002 of the 1979 Italian edition of the Anxiety Scale Questionnaire showed the corrective factor was not effective in increasing the discriminative power of the questionnaire for anxiety.