Shiree Treleaven-Hassard

Getting the Balance Right

Ad-sponsored online video programs currently use a range of commercial loading that varies from exactly the same, compared with broadcast and cable networks, to very much lower. This paper provides empirical evidence about the effects of different levels of commercial loading in online video on perceptions of ad intrusiveness and ad effectiveness, and uses skin conductance to directly observe the potentially enhancing effects of commercial disruption on arousal during the program. The results show that one ad per break maximizes both this disruptive effect and ad recall. As predicted by Nelson, Meyvis, and Galak (2009), popular prime-time television shows do not evoke a decrease in arousal over time and are not enhanced by commercial disruption.

Electrical Stimulation Decreases Neuralgic Pain After Trigeminal Deafferentation

Trigeminal nerve activity mediates head pain after cranial injuries, and also contributes to idiopathic syndromes such as cluster headache and trigeminal neuralgia. Nevertheless, chronic facial pain sometimes develops after lesion of the trigeminal nerve. Here we report on a patient who developed dysaesthesia and stabbing pain in her face after the trigeminal ganglion was destroyed. Transcutaneous electrical stimulation within the distribution of trigeminal deafferentation alleviated the anaesthesia dolorosa and neuralgic jabs, suggesting that sensory afferents that bypassed the trigeminal ganglion mediated therapeutic effects.

Brand communication with branded smartphone apps: First insights on possibilities and limits

Abstract Branded apps represent a new possibility for enhancing brand image and service satisfaction. Compared with other forms of advertising, branded apps are welcomed as useful. Consumers are often more engaged with such apps, and therefore their users tend to process brand-related information more deeply and for a longer time than during passive consumption of other media. Research confirmed that app interaction consistently improved brand attitude, purchase intention and involvement in the respective product category. Remarkably, not only the brand itself, but the general interest for the whole category, was positively affected. Even though the results are promising, there are some “real world” issues that might limit the branded app’s success. First, it is becoming increasingly challenging for companies to ensure a new app is noticed when there are several hundred thousand others available. Second, to actually be used by consumers on a regular basis, the apps need to provide real benefits.

Which Ticker Format Works Best? Effects of Updating and Scrolling News Content on Viewer Memory and Program Engagement

This study considers two news ticker formats—the update ticker and the scrolling ticker—to determine the impact of ticker format on memory for news items in the tickers as well as for news program content presented in the background. Post-viewing responses between two treatment groups were compared, revealing better recognition of both types of news content when tickers updated rather than scrolled. Also, viewers report no differences in perceived clutter or program liking, suggesting there is no downside to using an update format.