Analysing applications of neuromarketing in efficacy of programmatic advertising

In this paper, there is exploration of the concept of neuromarketing as a newly developed strategy with economic potential deriving from human brain research. The central notion of the essay is that programmatic advertising can be used to better comprehend the idea of neuromarketing and its impact on consumers' decision-making. So neuromarketing involves the scientific observation of brainwave activity, eye tracking, and skin response to determine how people's brains react to advertisements and other brand-related communications. By studying the brain, these neuromarketing strategies can forecast how consumers will make decisions. The neuromarketing tactics' benefits and constraints are studied on a number of market input devices in the paper. The influence of various techniques of neuromarketing is studied from the available research studies and literature. In the recent years, the neuromarketing concept has been able to garner a lot of importance in its contribution to the marketing, advertising, and programmatic advertising has been immensely helped by the understanding of consumer decision making. The consumer behaviour has been able to be comprehended through neuromarketing techniques which are one of the key pillars of the purpose and running of programmatic advertising. A neuromarketing study shall be the helping hand for increasing customer base, market leadership, and converting them to loyal customers. It will help in programmatic advertising through the understanding of the advertiser with respect to the likes and wants of the customers and how consumer attention can be drawn. The consumer behaviour can be understood by the marketers in terms of how the consumers react to the advertising.     

The Self- and Other-Blame Scale (SOBS). The background and presentation of a new instrument for measuring blame in families

This article presents an account of the development and reliability of an observational instrument to measure blame: the Self- and Other-Blame Scale (SOBS). Fifty-one eating disordered patients together with eighty of their relatives were interviewed using a semi-structured family interview. Videotapes were assessed by two independent raters. Inter-rater reliability was good for both dimensions of SOBS: self-blame (SB) and other-blame (OB). One of the aims in developing the instrument was to be able to explore the relationship between self- and other-blame and criticism. Preliminary data are presented showing the distribution of SOBS scores within families rated as high or low on Expressed Emotion (EE). High EE was associated with high levels of self-blame in the parents, but not in the patients. Fathers in high EE families were more blaming of the patient than those in Low EE families but this was not true for mothers' levels of daughter blaming.     

Cardiovascular dysfunction related to threat, avoidance, and vigilant work: Application of event-related potential and critique

An integrative approach is suggested to track symbolically simulated work environment stressors, as an act to burden higher cortical function in the exposed groups. ERP would be made together with measurement of end organ stress responses as well as measurements of perceived conditions. Field studies would be the necessary complement. The following conclusions are culled from the reviewed literature: among the pilots, cardiovascular problems are the most important cause of loss of license in Europe and North America. Interactions with coworkers for air traffic controllers have been associated with cardiovascular disability. Comparing various degrees of heart disease severity among professional drivers, the IHD drivers showed the smallest N2 amplitudes and the greatest diastolic blood pressure reactivity. P300 target amplitude showed an inverse correlation with number of work hours behind the wheel. The IHD drivers were envisioned in a phase of disturbance of the selective attentional process. An interrelation has been found between Event-Related Slow Potential ERSP and midinterval heart rate acceleration associated with displeasure and arousal. A positive correlation has been found between the amplitude of the ERSP and ventricular arrhythmia rate in cardiac patients. Lowering of arrhythmia rate in response to antiarhythmic agents was associated with a significant attenuation of the ERSP. Either acceleration or deceleration is associated with the appearance of the late CNV to the aversive noise burst. There might be a “common generator behind both anticipatory heart rate responses and cortical events.” CNV might be related to frontally mediated stress mechanisms.     

A portable four-channel cassette recording system for short-term electroencephalogram in the field

A portable four-channel electroencephalogram (EEG) cassette recording system has been designed which offers good performance, is simple to construct, and moderate in cost. The recorder is compatible with a commercially available, portable, battery-operated power source, and is therefore usable in the field where line power is unavailable. The system incorporates a small, lightweight, portable, battery-powered oscilloscope which provides monitoring and playback capability. While a few experimental portable EEG recorders have been reported in recent years with more channel capacity or perhaps lighter weight, the engineering details of these units are rarely published and, in any event, would require a substantial effort for most electronics support shops to reproduce. The recording system described here, however, should be within the capability of most electronics support groups to assemble in a very short time and provide good performance.     

Measuring Attitudes in Test-Alien Cultures: When Illiteracy and Unfamiliarity Do Not Matter

This study reports the construction of an attitude scale called a "Shah attitude scale." This scale overcomes the problems of scale construction and attitude measurement in test-alien cultures peculiar to Western scales. The major problems with the use of these scales are the non-correspondence of the samples used in scale construction and attitude measurement, difficulty of their use with the illiterate and rural samples, unfamiliarity of their verbal character and the response modality. Our scale is simple to construct and can be easily used with every section of society. Its conceptualization and development is based upon the agreed upon bipolar definition of attitude and the ideas derived from well-known attitude scales. The scale is based upon trait adjectives and can be used easily in cross-cultural attitudinal studies.     

Materialism and Fashion Consciousness: The Moderating Role of Status Consumption Tendencies and Religiosity

Understanding whether materialistic values translate directly into fashion consciousness or whether it is the status consumption and religiosity that intensifies this relationship within the specifics of explicitly religious consumers is important as fashion consumption appears to occupy a focal position both socially and economically in the lives of many. The Islamic fashion clothing market has begun to attract recent attention and is becoming an area of interest in consumer research. The Turkish Islamic fashion clothing consumptionscape that reached a yearly sales volume of $39 billion in 2013 within a $266 billion global market shows that the explicitly Muslim Turkish consumer gains excitement and pleasure from keeping up‐to‐date with fashion. Utilizing a unique data set from a survey in Istanbul this article examines the relationships between materialism, status consumption tendencies, intrinsic religiosity, and fashion‐novelty consciousness. Strong evidence is found for the positive relationship of materialism to fashion‐novelty consciousness. In addition, intrinsic religiosity has been identified to have a negative moderating effect on the materialism‐fashion‐novelty consciousness association.     

Ethical Dilemmas at the End of Life: Islamic Perspective

Many Muslim patients and families are often reluctant to accept fatal diagnoses and prognoses. Not infrequently, aggressive therapy is sought by the patient or his/her family, to prolong the life of the patient at all costs. A series of searches were conducted of Medline databases published in English between January 2000 and January 2015 with the following Keywords: End-of-life, Ethics and Islam. Islamic law permits the withdrawal of futile treatment, including all kinds of life support, from terminally ill patients leaving death to take its natural course. However, such decision should only take place when the physicians are confident that death is inevitable. All interventions ensuring patient’s comfort and dignity should be maintained. This topic is quite challenging for the health care providers of Muslim patients in the Western World.     

Language Learners’ Writing Task Representation and Its Effect on Written Performance in an EFL Context

The present study attempts to give an account of how students represent writing task in an EAP course. Further, the study is intended to discover if learners’ mental representation of writing would contribute to their written performance. During a 16-week term, students were instructed to practice writing as a problem solving activity. At almost the end of the term, they were prompted to write on what they thought writing task was like and also an essay on an argumentative topic. The results revealed that students could conceptualize the instructed recursive model of writing as a process-based, multi-dimensional and integrated activity inducing self-direction and organization while holding in low regard the product view of writing. The findings also demonstrated that task representation was related to the students’ writing performance, with process oriented students significantly outperforming the product-oriented ones. Also, it was found that task representation components (ideational, linguistic, textual, interpersonal) had a significant relationship with the written performance (\(\upbeta =0.59\); Sig.: 0.006). The study can have both theoretical and practical implications with regard to the factors involving the students’ writing internal processes and their effects on written performance.     

Why emotion recognition is not simulational

According to a dominant interpretation of the simulation hypothesis, in recognizing an emotion we use the same neural processes used in experiencing that emotion. This paper argues that the view is fundamentally misguided. I will examine the simulational arguments for the three basic emotions of fear, disgust, and anger and argue that the simulational account relies strongly on a narrow sense of emotion processing which hardly squares with evidence on how, in fact, emotion recognition is processed. I contend that the current body of empirical evidence suggests that emotion recognition is processed in an integrative system involving multiple cross-regional interactions in the brain, a view which squares with understanding emotion recognition as an information-rich, rather than simulational, process. In the final section, I discuss possible objections.