Brands are calling your AVATAR in Metaverse–A study to explore XR-based gamification marketing activities & consumer-based brand equity in virtual world

Brands are moving towards the Metaverse (3D immersive virtual spaces), where the growth of intangible products and nonfungible tokens (NFTs) are evolving into a new type of hybrid experience for the users. This paper aims to establish the role of a “gamification of marketing activities” and its influence on consumer-based brand equity for intangible products (NFTs) in the Metaverse and examine the mediating role of consumers' brand engagement and brand love. To evaluate the conceptual model based on the cross-cultural data from two emerging countries in Asia and Africa, the study followed a two-stage, hybrid mechanism using PLS-SEM and neural network modeling. This study provides insights into the Metaverse–a new taxonomy of technology, in the context of embodiment, presence of AVATAR, and interactivity in the virtual world, supported by the social exchange theory. This study also suggests practitioners focus on brand authenticity while projecting their brand in the Metaverse.     

Analysing Gaze in Terms of Subjective and Objective Interpretation: Sartre and Lacan

Considering the Hegelian master–slave dichotomy over the exchange of the gaze, the paper focuses on the issue of vision and visibility, reinterpreted in Sartre’s phenomenological discussions in different ways. The Hegelian emphasis on recognition finds reflection in the treatment of vision as force expressed through visibility in Sartre and as an issue of self recognition in Lacan. Drawing the Hegelian tag with a comparative argument between Sartre and Lacan, the paper focuses on the different perspectives over the concept of gaze or look. It argues that even sharing the same Hegelian legacy regarding the notion of gaze and recognition Sartre and Lacan differs to a considerable extent in their treatment of the impact of gaze. While emphasising more on the phenomenological-existential analysis of the issue of individual recognition Sartre presents gaze as a strong alienating force released from another powerful subject affecting the intersubjective power relation, Lacan, stands on a non-reciprocal relation between seeing and seen by making a difference between the eyes of the subject that looks at and the gaze which is on the side of the object without having any capacity to become a subject. The paper concentrates on these issues over a broader argument on Sartre’s concept of intersubjective gaze.     

A cross-cultural study of the test anxiety levels in Iranian and Indian students

This study compared the test anxiety levels of Iranian (N = 160) and Indian (N = 160) school and college students. Significant main effects of Culture, Educational Level and Sex indicated that the Iranian students had higher Test Anxiety scores than their Indian counterparts, and females reported higher test anxiety than males. A significant Culture x Educational Level x Sex interaction revealed, however, that level of education had opposite effects within the Indian culture: Indian school females reported more test anxiety than their college counterparts; Indian college males had higher test anxiety than their school counterparts. Iranian school males and females both reported higher test anxiety than their college counterparts. Tricultural differences in the test anxiety levels of comparable student groups in Iran, India and the U.S. were interpreted as reflecting East-West cultural factors that influenced reactions to objective examinations, resulting in greater test anxiety in Eastern cultures.     

Motivating and demotivating forces in teams: cross-level influences of empowering leadership and relationship conflict

Using cross-cultural laboratory and field studies with samples of leaders, employees, and students from the United States and the People's Republic of China, we examined how team-level stimuli, including empowering leadership and relationship conflict, combine to influence individual members' motivational states of psychological empowerment and affective commitment. As predicted, we found that these motivational states are individually and jointly influenced by teams' level of empowering leadership and relationship conflict and that these motivational states mediate the relationships between team stimuli and team members' innovative and teamwork behaviors and turnover intentions. In addition, results held despite controlling for team members' nationality and collectivism. We discuss contributions of our study to the team motivation, conflict, and stress literatures.     

Two short-term,cognitive interventions for the reduction of test anxiety

Abstract

Relative efficacy of Attentional Skills Training and Systematic Rational Restructuring as short-term (50 minutes each), cognitive interventions was determined on a sample of ninth-grade girls from India. Only Attentional Skills Training and not Systematic Rational Restructuring has been found to be effective for high test-anxious girls (regardless of intelligence), not only in the reduction of state test anxiety and its worry state component, but also in the reduction of anxiety interference and in the improvement of the estimated percent time spent on task. However, neither of the interventions improved the performance on the two difficult experimental tasks when compared to controls.     

Atomic diffusion by the dumb-bell mechanism in a concentrated random bcc alloy

Matter transport by <110> dumb-bell interstitials in the bcc random alloy is considered in an analytical treatment based on linear response theory. Four different jump mechanisms of the dumb-bell are dealt with. It was found that at a low level of approximation relations can be deduced which give two of the three phenomenological coefficients in terms of the third one. (These relations are analogous to exact ones deduced for vacancy diffusion in the random alloy by Moleko, L. K., and Allnatt, A. R., 1998, Phil. Mag. A, 58, 666). Monte Carlo simulation shows that the relations are quite accurate, suggesting that they may well be exact.