When brands come to life: experimental research on the vividness effect of Virtual Reality in transformational marketing communications

Mobile Virtual Reality provides a gateway for marketers to innovatively reach consumers. This study examines the impact of Virtual Reality in the context of transformational brand experience appeals, focussing specifically on the determining role of vividness. A three-dimensional conceptual framework is presented, offering a systematic review of the literature on vividness effects in marketing communications, revealing the major gap that most available studies only focus on informational messages. We conducted an experiment to address this gap and demonstrate in the context of a transformational ad that Virtual Reality generates higher perceptions of vividness and presence than a regular two-dimensional video, with vividness positively affecting attitude toward the ad, both directly and indirectly via presence. Our study also reveals that vividness in turn elicits a positive effect on brand attitudes which stimulates consumers’ purchase intentions. As such, the strategic potential of Virtual Reality for marketing communications is highlighted.     

Energy Production in Water Distribution Networks: A PAT Design Strategy

Pump operating as turbine (PAT) is an effective source of reducing the equipment cost in small hydropower plants. However, the manufacturers provide poor information on the PAT performance thus representing a limit for its wider diffusion. Additional implementation difficulties arise under variable operating conditions, characteristic of water distribution networks (WDNs). WDNs allow to obtain widespread and globally significant amount of produced energy by exploiting the head drop due to the network pressure control strategy for leak reductions. Thus a design procedure is proposed that couples a parallel hydraulic circuit with an overall plant efficiency criteria for the market pump selection within a WDN. The proposed design method allows to identify the performance curves of the PAT that maximizes the produced energy for an assigned flow and pressure-head distribution pattern. Finally, computational fluid dynamics (CFD) is shown as a suitable alternative for performance curve assessment covering the limited number of experimental data.     

The removal and degradation of pharmaceutical compounds during membrane bioreactor treatment

Pharmaceutical compounds such as non-steroidal anti-inflammatory drugs (NSAIDs) and antibiotics have been detected in sewage treatment plant (STP) effluents, surface and ground water and even in drinking water all over the world, and therefore have developed as compounds of concern. Membrane bioreactor (MBR) treatment has gained significant popularity as an advanced wastewater treatment technology and might be effective for an advanced removal of these pollutants. This paper evaluates the treatment of wastewater containing three NSAIDs (acetaminophen, ketoprofen and naproxen) and three antibiotics (roxithromycin, sulfamethoxazole and trimethoprim) performed in two MBRs with sludge retention times (SRTs) of 15 (MBR-15) and 30 (MBR-30) days over a period of four weeks. It was observed that NSAIDs were removed with higher efficiencies than the antibiotics for both MBRs, and the MBR-30 presented higher removal efficiencies for all the compounds than obtained by MBR-15. Removal rates ranged from 55% (sulfamethoxazole) up to 100% (acetaminophen, ketoprofen). Besides mineralisation biological transformation products of ketoprofen and naproxen produced by wastewater biocoenosis were identified in both MBR permeates using liquid chromatography coupled with mass spectrometry (LC-MS). The results indicated the importance of investigating the environmental fate of pharmaceuticals and their transformation products reaching the environment.     

Impact of computer training courses on reduction of loneliness of older people in Finland and Slovenia

Previous research has shown loneliness as a threat for the quality of life of older people; therefore the goal of the intervention in a quasi-experimental study was to evaluate and discuss the self-reported level of loneliness of older people in Finland and Slovenia before and after a computer intervention. Intervention in a quasi-experimental study was conducted among 58 older participants at the baseline (M = 72.4 years) and 45 older participants at the follow-up research study (M = 72.9 years). Inferential statistics showed a significant difference in the reduction of loneliness between the countries, and a decreased level of loneliness of older people after completing the computer training course. Although older people experience many age-related problems which may reduce their interest in learning information and communication technology (ICT) skills, it is important that they are computer-proficient, because computer engagement can reduce the level of loneliness of older people and in this way has a positive effect on their quality of life.     

Psychosocial and health consequences of adolescent depression in Black and White young adult women.

Depression in adolescent girls may result in negative consequences in young adulthood. The Center for Epidemiologic Studies Depression Scale (CES-D) was administered to 1,727 Black and White girls ages 16 to 18 years who participated in the National Heart, Lung, and Blood Institute's Growth and Health Study. Three years later, women in the depressed groups were more likely to be current smokers, had attained a lower level of education, and reported lower self-worth relative to the nondepressed group. Body dissatisfaction, eating concerns, and loneliness were greater in the depressed groups. Relative to Black women, White women who were moderately depressed during adolescence reported more health care services utilization in young adulthood. Prevention efforts for depressed adolescents should be broadly focused to improve young adult outcomes. (PsycINFO Database Record (c) 2010 APA, all rights reserved)     

Load modeling at electric power distribution substations using dynamic load parameters estimation

This paper is focused on electric power distribution substations load modeling using dynamic load parameters estimation. The load parameters are estimated using two models: the exponential and the ZIP load models. Since the load bus voltage and parameters are known one can determine the active and reactive power injections of this bus and include these pseudo-measurements in the state estimation in order to improve observability and estimation accuracy. The dynamic parameter estimation is developed using the weighted least squares method in a recursive form and the tests are carried out based on actual measurements. It is shown that the estimated parameters (for both load models) at a distribution substation are valid, since the obtained active and reactive power residuals are very close to zero.     

Pleurotusostreatus and Agaricus subrufescens: investigation of chemical composition and antioxidant properties of these mushrooms cultivated with different handmade and commercial supplements

In this study, the chemical composition, total phenolic content and antioxidant activity (DPPH, ORAC and FRAP assays) of A. subrufescens and P. ostreatus, cultivated with handmade and commercials supplements, were compared. Additionally, the compounds ergosterol, saccharopine, and hexitol were identified in A. subrufescens by HPLC-MS/MS. The antioxidant compound p-coumaric acid and dihexoses was found in both mushroom species. A. subrufescens presented higher total phenolic content (73.8 ± 0.6 mg GAE 100 g⁻¹) and antioxidant activity than P. ostreatus (16.6 ± 0.5 mg GAE 100 g⁻¹). The handmade supplement based on the waste of noble grains presented statistically similar phenolic content to the mushrooms cultivated with commercial ones Spawn Mate II SE (86.1 ± 1.4 and 92.9 ± 0.3 mg GAE 100 g⁻¹, respectively). Therefore, the results support the use of handmade supplements based on agro-wastes as a viable alternative to the use of high-cost commercial ones.