Word of mouth has been playing an essential role while consumers make their purchase decision since ever, and its diffusion is becoming much faster via the internet nowadays. Surfing the internet gathering information before making the purchase, the so-called ¡uWisdom of Crowds¡vshopping pattern is taking its shape and possibly going to become the main trend in the future. Thus, electronic word of mouth does play an important part during the process of consumers¡¦ decision making, and more and more consumers start to ponder what to believe on the internet. As a result, trust is becoming the key factor if the consumers can take electronic word of mouth into their consideration or not. This research discusses how message sideness appeal and emotion in electronic word of mouth affect consumers¡¦ trust under a positively framed message and a negative framed message. This research adopts experimental method, distributes questionnaire and analyze the data with SPSS12.0. The results present message sideness appeal and emotion have impacts on consumers¡¦ trust. Two-sided appeal can cause higher consumers¡¦ trust than one-sided appeal whether under a positively framed message or a negative framed message. Emotion also plays an important part between message sideness and consumers¡¦ trust during the process of diffusion of electronic word of mouth. The results can not only help the word-of-mouth senders to develop an appropriate writing pattern to make electronic word of mouth more credible and effective, but also provide the business a brand-new point of view and some practical suggestions to develop a new marketing strategy.

Fingerprints play an important role in biometrics and cryptography. Their creation might be based on one-way hash functions, which should usually also be collision-resistant. But users tend to draw less attention at those fingerprints - so an attacker might hand out a similar fingerprint in order to spoof identity. The main ideas for creating such 'fuzzy fingerprints' and the creation algorithm itself are discussed in this lecture. The demonstration of the tool, that produces fuzzy fingerprints shows the practical background of this technique. / Fingerabdrücke besitzen sowohl in der Kryptographie als auch in der Biometrie eine große Bedeutung. In kryptographischen Anwendungen werden diese durch Einweg-Hash-Verfahren erzeugt, die für bestimmte Anwendungen auch kollisionsresitent sein müssen. In der Praxis schenken Benutzer diesen Fingerprints weit weniger Aufmerksamkeit - oft genügt es nur hinreichend ähnliche Fingerprints auszugeben, um die Nutzer zu täuschen Die Kriterien, die dabei erfüllt sein müssen und die Erzeugung dieser "Fuzzy Fingerprints" sind Hauptbestandteil dieses Vortrags. Durch die Demonstration eines Tools im praktischen Einsatz wird dieser abgeschlossen.

In modernen Fahrzeugen befindet sich eine Vielzahl von Steuergeräten, die verschiedenste Funktionen, wie z.B. das Antiblockiersystem (ABS) realisieren. Die Funktionalitäten von Steuergeräten werden heute mit unterschiedlichen Methoden beschrieben. Eine dieser Methoden sind Message Sequence Charts (MSCs). Aufgrund der Freiheitsgrade von MSCs gibt es verschiedene Möglichkeiten gleiche Funktionalität unterschiedlich zu beschreiben. In dieser Arbeit wird eine Methode definiert, wie verschiedene MSCs hinsichtlich Funktionskompatibilität auf Basis von endlichen Automaten untersucht werden können. Diese Diplomarbeit ist in zwei Schwerpunkte gegliedert. Zum einen soll ein Konzept für die Transformation des MSCs in der entsprechenden Automaten-Darstellung und einen Vergleich-Algorithmus zur Rückwärtskompatibilitätsanalyse der endlichen Automaten entwickelt werden. Zum anderen ist es Aufgabe, die Methode auf Basis von Java zu implementieren und in die Software-Plattform CAMP zu integrieren.

Past research has demonstrated that people prefer donating to a single identified donation recipient rather than abstractly presented donation recipients (i.e., the identifiable victim effect). The current study applies this conventional wisdom to cause-related marketing (CRM) advertising campaigns. The results show that the identifiable victim effect might not always be powerful within CRM advertising campaigns. Specifically, an advertisement with message evidence having statistical information about donation recipients is more effective for the people who possess an independent self-construal level. In contrast, a CRM ad with anecdotal message evidence about an identifiable donation recipient is effective for the people with an interdependent self-construal level. Theoretical and practical implications and directions for future research are discussed. / text

Personality research has long been an area of interest in the study of consumer behavior. Currently, common practice is to segment prospective audiences by demographic variables (age, gender, and race) instead of psychographics (values, attitudes, personality). In this research, the author investigates the relationship between personality type (introversion/extraversion) and message recall. Using 122 undergraduate and graduate students, recall was examined across two forms of stimulus (incongruent and congruent messages). Results indicated that while there is no relationship between personality type and message recall, there is a relationship between the frequency of advertising messaging and recall. Results are discussed individually by messaging frequency and personality type with further suggestions for future research. / text

With a strong level of engagement through media, social networks expand communication territory in a manner that traditional media lacks the ability to, with the distinctive features of “participation” and “sharing.” With increasing engagement and penetration, social networks shed light on new channels of communication apart from traditional marketing norms and provide standards of adapting the rising power of their use. Marketing practices of Korean car markets is a typical example of integration of social media because the market contains fierce competition among brands. A difference in social media marketing appears between brands developing new products series with enough resources to do so and brands with suffering financial difficulties. Utilization of social media, one of the most powerful message delivery tools, is a barometer to estimate effective marketing implementation. Facebook messages conveyed by select automobile companies can be classified and compared to verify differences and commonalities regarding the structure of four brand equity factors raised by David Aaker: awareness, loyalty, quality and associated image. The results revealed that local brands and imported brands have focused on different equity categories and each brand has a different marketing emphasis. The imported brands are more focused on brand awareness and perceived quality as opposed to Korean local brands and their focus on loyalty. BMW delivers names of individual cars with new technology but Mercedes-Benz advertises their brand heritage in Facebook. / text

Obesity is an epidemic that causes physical, emotional, and financial tolls for both individuals and communities. The United States experienced a dramatic increase in obesity rate from 1990-2010 (Flegal, Carroll, Ogden, & Curtin, 2010), with more than one-third of adults and 17% of children in the United States now considered obese (Ogden, Carroll, Kit, & Flegal, 2012). Although most people agree obesity is a problem (Oliver & Lee, 2005), it is a disease with multiple causes (Wake & Reeves, 2012) and no straightforward solution (Phil & Heuer, 2009). Informed by theory and research on agency and attributions, the current study examined effects of explicit arguments and linguistic agency assignment on attributions of responsibility for obesity and support for public obesity policies. Participants (N = 211) were randomly assigned to read one of six versions of a health flyer defined by a 3 x 2 (Explicit Argument x Agency Assignment) factorial design and thereafter completed a questionnaire derived from previous research. Respondents across conditions agreed that obesity is a serious health threat, but differed in how they attributed responsibility for the illness. Those who read a message that consistently assigned agency to the disease (e.g., Obesity causes health problems) endorsed genetics as the cause to a greater degree than others who read a different version assigning agency to humans (e.g., Obese people develop health problems). In contrast, the human agency version prompted higher attributions of individual responsibility and greater support for upstream public policies aimed at reducing obesity (e.g., a snack tax on junk food, eliminating soft drinks from public schools, adding warning labels to foods with high sugar content). Results suggest explicit arguments are less effective in shifting perceptions of a stigmatized health threat than the implicit arguments created by linguistic agency assignment. The findings demonstrate specific message features that affect social attributions of illness (Heider, 1958; Weiner, 2006) and perceptions of responsibility for the onset and solution of health problems (Barry, Brescoll, Brownell, & Schlesigner, 2009; Niederdeppe, Shapiro, & Porticella, 2011). Theoretical implications, practical applications, and future research directions are discussed. / text

Vehicular Ad-hoc Networks (VANETs) have emerged as a new application scenario that is envisioned to revolutionize the human driving experiences, optimize traffic flow control systems, etc. Addressing security and privacy issues as the prerequisite of VANETs' development must be emphasized. To avoid any possible malicious attack and resource abuse, employing a digital signature scheme is widely recognized as the most effective approach for VANETs to achieve authentication, integrity, and validity. However, when the number of signatures received by a vehicle becomes large, a scalability problem emerges immediately, where a vehicle could be difficult to sequentially verify each received signature within 100-300 ms interval in accordance with the current Dedicated Short Range Communications (DSRC) protocol. In addition, there are still some unsolved attacks in VANETs such as Denial of Service (Dos) attacks, which are not well addressed and waiting for us to solve. In this thesis, we propose the following solutions to address the above mentioned security related issues. First of all, to address the scalability issues, we introduce a novel roadside unit (RSU) aided message authentication scheme, named RAISE, which makes RSUs responsible for verifying the authenticity of messages sent from vehicles and for notifying the results back to vehicles. In addition, RAISE adopts the k-anonymity property for preserving user privacy, where a message cannot be associated with a common vehicle. Secondly, we further consider the situation that RSUs may not cover all the busy streets of a city or a highway in some situations, for example, at the beginning of a VANETs' deployment period, or due to the physical damage of some RSUs, or simply for economic considerations. Under these circumstances, we further propose an efficient identity-based batch signature verification scheme for vehicular communications. The proposed scheme can make vehicles verify a batch of signatures once instead of one after another, and thus it efficiently increases vehicles' message verification speed. In addition, our scheme achieves conditional privacy: a distinct pseudo identity is generated along with each message, and a trust authority can trace a vehicle's real identity from its pseudo identity. In order to find invalid signatures in a batch of signatures, we adopt group testing technique which can find invalid signatures efficiently. Lastly, we identify a DoS attack, called signature jamming attack (SJA), which could easily happen and possibly cause a profound vicious impact on the normal operations of a VANET, yet has not been well addressed in the literature. The SJA can be simply launched at an attacker by flooding a significant number of messages with invalid signatures that jam the surrounding vehicles and prevent them from timely verifying regular and legitimate messages. To countermeasure the SJA, we introduces a hash-based puzzle scheme, which serves as a light-weight filter for excluding likely false signatures before they go through relatively lengthy signature verification process. To further minimize the vicious effect of SJA, we introduce a hash recommendation mechanism, which enables vehicles to share their information so as to more efficiently thwart the SJA. For each research solution, detailed analysis in terms of computational time, and transmission overhead, privacy preservation are performed to validate the efficiency and effectiveness of the proposed schemes.

The IMAPCAR2 from Renesas Electronics is an embedded realtime image processor, combining a single core with a 128-way SIMD array. At runtime, sections of the SIMD array can be retasked as additional CPU cores, interconnected via a message passing ring. Using these cores effectively, however, is made difficult by the low-level nature of the message passing API and the lack of cache coherency between processors. Developing and debugging software for this platform is a difficult task. The AutoPilot library addresses this by providing a high-level message-oriented parallel programming model for the IMAPCAR2. AutoPilot's API is closely based on that of Pilot, a wrapper around the Message Passing Interface (MPI) for cluster computing. By reimplementing the Pilot API for the IMAPCAR2, AutoPilot shows that its processes-and-channels architecture is a viable choice for parallel programming on cache-incoherent multicore architectures. At the same time, it provides a simpler API for programmers, with builtin safety checks that eliminate some common sources of errors.

In Canada, parental acceptance and uptake of the HPV vaccine has been low. There is a need for more effective HPV vaccination health messages for parents. Whether a message is framed in terms of the benefits of engaging in the behaviour (gain frame), the costs of failing to engage in the behaviour (loss frame) or both the benefits and the costs (mixed frame) has potential to impact parents’ decision making. The appropriate frame of a message may depend on the recipient’s sex and involvement with the health issue. The purpose of this study was to investigate the persuasiveness of gain-, loss- and mixed-framed messages on mothers’ and fathers’ intentions to have their young son or daughter vaccinated against HPV. The study used a 3 Frame x 2 Sex of Parent x 2 Sex of Child design. We randomly assigned participants (n=367) to read a framed message and then complete a 29-item questionnaire assessing theoretical determinants of parental consent for vaccination. ANCOVAs revealed a three-way interaction for intentions to speak to a doctor about the HPV vaccine, F(2, 342)=3.66, p =.03, perceived severity of HPV, F(2, 347) = 3.10, p = .05, and for anxiety about their child contracting HPV, F(2, 342)=3.58, p=.02. Effect size comparisons revealed that gain-framed messages seem to persuade parents who are the opposite sex to the child for whom they are considering the vaccine. In turn, loss- and mixed-framed messages may persuade parents who are the same sex as the child for whom they are considering the vaccine. Perceived severity of HPV and anxiety about HPV mediated the relationship between message frame and intentions for some parent-child dyads. Findings have implications for constructing effective messages encouraging parents to consider having their child vaccinated against HPV. / Thesis (Master, Kinesiology & Health Studies) -- Queen's University, 2010-07-07 23:06:25.757