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Primary and Secondary Goals in Communicating Parenting Style: A Mixed-Design Test of Multiple Goals Theory
No full textTransforming First Impressions in Digital Marketing: Leveraging Artificial Intelligence to Transform Early-Stage Consumer Engagement.
No full textThis dissertation presents a retrospective, current, and prospective analysis of the Artificial Intelligence impact on marketing, with an emphasis on early-stage consumer engagement. In an era marked by media saturation and diminishing consumer attention spans, brands face increasing pressure to establish meaningful engagement from the very first interaction. Artificial Intelligence has emerged as a transformative force in marketing, revolutionising data collection, segmentation, targeting, personalisation, and content creation. Despite exponential growth in AI research and adoption, academic literature has yet to fully address the strategic, operational, and ethical implications of AI in upper funnel marketing, especially regarding brand awareness, brand equity, and the privacy-personalisation paradox.
The study specifically focuses on three core areas: (1) the effectiveness of AI in optimising brand awareness and consideration, (2) the development of methodologies for monitoring AI’s impact on brand equity, and (3) the ethical balance between AI-driven personalisation and consumer privacy. The research aims to bridge the gap between academic theory and industry practice, offering actionable insights for both researchers and marketing professionals.
Employing a thematic analysis of secondary data, this study synthesises findings from 37 academic and 11 industry publications, filtered through systematic review protocols. Data sources include Google Scholar, Perplexity, Forbes, and McKinsey, ensuring a robust multi-perspective approach.
Key findings reveal that AI adoption in upper-funnel marketing significantly enhances brand awareness and consideration, outperforming traditional methods when paired with human oversight. AI-driven personalisation increases conversion rates. However, the privacy-personalisation paradox remains a critical challenge. The study recommends phased AI implementation, putting a human-centric strategy first, and the technology second. This study also recommends including new KPIs, such as Answer Share Rate and impressions from LLMs, to measure the impact of Artificial Intelligence on brand equity.
Limitations include reliance on short-term data collected through platforms owned by companies with a commercial interest in AI, as well as the underrepresentation of non-Western perspectives. Future research should address longitudinal impacts, cross-cultural consumers’ sensitivities, the evolving role of agentic AI in marketing, and the future of marketing organizations.
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Key Words: Artificial Intelligence, Upper Funnel Marketing, Brand Equity, Personalisation, Privac
β-bursting as a sensitive neural marker of inhibitory control in healthy older adults: a linear mixed-effects modelling and threshold-free cluster approach
No full textCustom MATLAB scripts for the above manuscript
Have analyses in ecology articles become more complex?
No full textOver the past 20 years, we have observed a trend of increasing analysis complexity in ecology papers. We suggest this complexity takes the form of some combination of an increase in overall length (in words), more objectives, more models, more covariates, and use of increasingly sophisticated statistical methods. We will test these hypotheses by surveying the ecological literature from 1975-2025 and calculating several metrics representing analysis complexity
Preliminary Study - Analysis Scripts and Data
No full textHere are all Analysis scripts and data of the preliminary study- to use properly please download this repository as a single ZIP archive (navigate to Projects -> Files -> Download as zip) and open the "Read-me" file for further instructions
Selective light filtration in Myopia: A scoping review of effects on ocular biometry and visual function
No full textSummarising the existing literature on the effects of selective light filtration of short-wavelength (blue, violet and UV) and long wavelength (blue, violet, red ) on Myopia.
Outcome variables will include: axial length, choroidal thickness, refractive error, colour vision, comfort etc.
Including human and animal studies published in English in the past 20 years
VizioSim: Assessing the Impact of Simulated Visual Impairments and Environmental Adaptations on Daily Task Performance in Virtual Reality
No full textThe VizioSim research project is a scientific study focused on evaluating an immersive virtual reality (VR) tool designed to simulate visual impairments (VI) for disability awareness. The project uses VR technology to place sighted users in the perceptive position of visually impaired people, with the ultimate goal of promoting empathy and changing social behaviors.
Purpose of the Research
The primary objective of the study is to assess how simulated visual impairments and environmental adaptations impact user performance during representative tasks of daily life. While existing simulators often focus only on visual exploration, VizioSim integrates head and eye tracking with realistic manual interactions. This allows researchers to measure authentic behavioral adjustments when users encounter three specific types of impairment: blurred vision, central scotoma, and tubular vision. Additionally, the study aims to determine if specific environmental adaptations (such as lighting and contrast adjustments) can effectively mitigate the difficulties caused by these impairments.
Experimental Methodology
The study involves at least 66 adult participants with normal or corrected-to-normal vision. They are divided into three experimental groups to compare different conditions:
• Group 1 (Control): Performs daily tasks in the virtual environment without any simulated impairments or adaptations.
• Group 2 (Impairments Only): Performs tasks with simulated visual impairments but no environmental assistance.
• Group 3 (Impairments + Adaptations): Performs tasks with simulated impairments while benefiting from environmental aids, such as homogeneous lighting (to reduce glare) and reinforced color contrast on salient objects like handles and doors.
Participants navigate a virtual domestic environment, including a salon, kitchen, and laundry room, to complete chores such as programming a television, sorting colored laundry, and preparing a meal.
Evaluation and Metrics
To validate VizioSim as a scientific tool, the research team collects a combination of objective and subjective data:
• Objective Measures: Includes execution time, success scores, physical displacements, and head rotation data recorded in real-time.
• Subjective Measures: Participants complete the Igroup Presence Questionnaire (IPQ) to evaluate their feeling of immersion and the System Usability Scale (SUS) to ensure the tool is easy to use and credible.
Expected Outcomes
The research aims to confirm two primary hypotheses: first, that VizioSim's simulated impairments induce significant behavioral adjustments and perceptible difficulty (H1); and second, that environmental adaptations effectively reduce these difficulties (H2).
If confirmed, these results will provide empirical evidence that VizioSim is a valid tool for sensitizing professionals and family members to the daily challenges of the visually impaired. Furthermore, the study expects to show that environmental modifications can significantly enhance the autonomy of people with vision loss, which could help influence future accessibility standards for older adults and people with disabilities
Internalized homophobia and mental health of gay men: A Scoping Review Protocol
No full textThis review aims to map the relationship between internalized homophobia and the mental health of gay men
Mexican American Cultural Values Scale: Considerations for College Students
No full textThis study used extant data from undergraduates enrolled in Hispanic-serving institutions (n = 495; 341 Mexican American; 154 non-Mexican) to test measurement invariance of the higher-order MACVS model capturing Mexican American Traditional Values (Familism-Support, Familism-Obligation, Familism-Referent, Respect, Traditional Gender Roles) and Mainstream Values (Material Success, Independence & Self-Reliance, and Competition & Personal Achievement). CFAs of the higher-order correlated model of MACVS and all alternative models indicated significant misfit for Mexican Latinx. Supplemental analyses non-Mexican Latinx also indicated significant misfit.
The data of this study are stored here for public transparency and include responses to the MACVS, the Short Acculturation Scale, and the Perceived Ethnic Discrimination Scale