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.     

Rights vis-à-vis Duties and Contemporary Human Rights Debate

Journal of Indian Council of Philosophical Research - Most of the theories of rights propounded by philosophers, right from the beginning till the twentieth century, conceive rights either as a...     

Vacancy-mediated structural changes in Au–Cu nanoparticles

We report the formation of new phases in bimetallic Au–Cu nanoparticles. These phases were observed in nanoparticle synthesised by adopting a three-step protocol in a single pot. Nanoparticles at 180°C for 1?h led to the formation of single-phase solid solution of Cu in Au. Subsequent heat treatment at 290°C for 2?h of these Au–Cu nanoparticles revealed three new phases. One of them relates to the modification of occupancy of Cu in an ordered AuCu tetragonal phase (tP4). This cell although retains tetragonal symmetry but displays metrical properties akin to that of a cube. The other two relates to vacancy ordering along <111> directions in the {111} planes of an ordered AuCu3 cubic phase (cP4). On the one hand, statistical occupancy of vacancy on Cu site in this cell leads to the reduction of cell size from ～3.75?Å to ～3.5?Å whereas ordering of vacant layer on the other hand gives rise to symmetry breaking. Former continues to display cubic symmetry whereas latter transforms to a trigonal cell.     

Linking Job Characteristics and Mental Health among Middle Level Indian Managers: Testing the Mediating Role of Psychological Empowerment

The present study examined the relationship between job characteristics and mental health by testing the mediating role of psychological empowerment. Data were obtained on a sample of middle level Indian managers (n=290) from two manufacturing organizations of North India. Results of the hierarchical regression analyses revealed that all the core job characteristics significantly positively predicted psychological empowerment and mental health after controlling for the effects of demographic variables. The results also showed that psychological empowerment significantly positively predicted mental health over and above the demographic variables. The mediated regression analyses procedure developed by Baron and Kenny (Journal of Personality and Social Psychology 51:1173–1182, 1986) was used to test the mediating effect of psychological empowerment. Results of mediated regression analyses indicated that psychological empowerment significantly mediated the relationship between overall job characteristics and mental health. Further it partially mediated the relationship between core job characteristics (skill variety, task identity, task significance, feedback from work) and mental health. In addition the Sobel test for mediation confirmed the statistical significance of the mediated relationships. The implications of the findings are discussed in order to confirm the importance of core job characteristics to empower employees.     

Individual Differences in Monitoring Failures of Automation

Subjects included 24 non-pilots who performed simulated flight-related tasks of tracking, fuel-management, and system monitoring. Tracking and fuel management were performed manually, whereas system monitoring was automated. Subjects were required to detect system malfunctions not detected by the automation (automation failures). The reliability of the automation remained constant or varied over time. Subjects detected significantly fewer automation failures in the constant-reliability automation condition than in the variable-reliability condition. Inefficiency in monitoring for automation failure was examined in relation to three individual-difference measures: the Complacency Potential Rating Scale, the Eysenck Personality Inventory (introversion-extraversion), and a modified version of Thayer's Activation-Deactivation Adjective Check List (energetic arousal). These measures were not significantly intercorrelated, suggesting their relative independence. For subjects with high-complacency-potential scores, there was a correlation of - .42 between complacency potential and detection rate of automation failures. Introversion-extraversion was unrelated to monitoring performance. Finally, high energetic-arousal subjects had initially higher detection rates in the constant-reliability condition than did low-arousal subjects. The results suggest a modest relationship between individual differences in complacency potential and energetic-arousal and automation-related monitoring inefficiency.     

Beliefs About Tobacco, Health, and Addiction Among Adults in Cambodia: Findings from a National Survey

There remains a very high rate of smoked and smokeless tobacco use in the Western Pacific Region. The most recent findings from national adult tobacco surveys indicate that very few daily users of tobacco intend to quit tobacco use. In Cambodia, a nation that is predominantly Buddhist, faith-based tobacco control programs have been implemented where, under the fifth precept of Buddhism that proscribes addictive behaviors, monks were encouraged to quit tobacco and temples have been declared smoke-free. In the present study, we included items on a large national tobacco survey to examine the relation between beliefs (faith-based, other) about tobacco, health, and addiction among adults (18 years and older). In a stratified, multistage cluster sample (n = 13,988) of all provinces of Cambodia, we found that (1) 88–93% believe that Buddhist monks should not use tobacco, buy tobacco, or be offered tobacco during a religious ceremony; (2) 86–93% believe that the Wat (temple) should be a smoke-free area; (3) 93–95% believe that tobacco is addictive in the same way as habits (opium, gambling, alcohol) listed under the fifth precept of Buddhism; and (4) those who do not use tobacco are significantly more likely to cite a Buddhist principle as part of their anti-tobacco beliefs. These data indicate that anti-tobacco sentiments are highly prevalent in the Buddhist belief system of Cambodian adults and are especially evident among non-users of tobacco. Our findings indicate that faith-based initiatives could be an effective part of anti-tobacco campaigns in Cambodia.     

Multiple Mediators of the Attitude Similarity-Attraction Relationship: Dominance of Inferred Attraction and Subtlety of Affect

The authors examined the mediation of the attitude similarity–attraction relationship. When affect was the sole measured mediating variable, the hypothesized partial mediation held in Experiment 1 (N = 60). In Experiment 2 (N = 96), ratings of the 3 potential mediators (affect, inferred attraction, and cognitive evaluation) and of an irrelevant variable (inferred cognitive evaluation) were taken at 2 orders of mediator measurement. The attitude similarity-attraction link was more strongly mediated by inferred attraction than by cognitive evaluation. Surprisingly, however, the effect of affect on attraction was reversed in the multiple-mediation analysis. Post hoc analyses disclosed that affect transmitted the similarity effect from its preceding variable only to the succeeding one. Theoretical and methodological implications of the dominance of inferred attraction and the subtlety of affect are discussed.     

The Similarity-Attraction Link: Sequential Versus Parallel Multiple-Mediator Models Involving Inferred Attraction,Respect, and Positive Affect

We tested the hypothesis that the attitude similarity effect spreads sequentially through positive affect, respect, and inferred attraction to attraction. In Experiment 1, participants received information about a partner's similar or dissimilar attitudes and reported one of the three mediators before attraction. The similarity-attraction link was mediated by positive affect or respect but more strongly by inferred attraction. In Experiment 2, the three mediators were measured in different orders. Results falsified parallel and combined parallel-sequential multiple-mediator models and two of the fully sequential multiple-mediator models but supported four fully sequential models that were consistent with the affect-centered and affect primacy hypotheses.