Contextual mobile advertising, with the advantages of high interactivity and immersive experience, is the mainstream trend of future Internet advertising. Current studies have explored the benefits of contextual mobile advertising while lacking the analysis of contextual mobile advertising factors on consumer purchase intentions. This study investigates the mechanisms by which the characteristics of contextual mobile advertising evoke consumers' purchase intentions through advertising attitudes to reveal how extroversion and neuroticism in personal traits moderate the relationship between characteristics of contextual mobile advertising (...) and advertising attitudes. Based on a sample of 543 community residents with mobile shopping experience in China, this study uses structural equation modeling to validate the relationships between the variables and draws conclusions. The findings help advertisers to grasp the important characteristics of contextual mobile advertising, improve consumers' attitudes toward advertising, and enhance purchase intentions. Furthermore, it is possible to expand perceptions of the effectiveness of contextual mobile advertising among consumers with different personality traits. (shrink)

In the realistic world, various individuals have distinct personalities, preferences, and attitudes toward new information and behavior acceptance, called population heterogeneity. It is seldom taken into account and theoretically analyzed in information propagation on a weighted network. Therefore, we divide individuals into fashionable and conservative individuals according to their passion degree and willingness for novel behaviors acceptance. Then, we build two behavior adoption threshold models corresponding to fashionable and conservative individuals on the weighted network to explore the effect of population (...) heterogeneity on information propagation. Next, a partition theory based on edge weight and population heterogeneity is proposed to qualitatively analyze the information propagation mechanism. The theoretical analyses and simulation results show that fashionable individuals promote information propagation and behavior adoption. More importantly, the crossover phenomena of phase transition appear. When the fraction of fashionable individuals is relatively large, the increasing pattern of the final adoption size shows a second-order continuous phase transition. In comparison, the increasing pattern alters to first-order discontinuous phase transition with the decrease of the fraction of fashionable individuals. Moreover, reducing weight distribution heterogeneity promotes information propagation and slightly accelerates the change of the phase transition pattern from the first-order discontinuous to the second-order continuous. Besides, increasing the degree distribution heterogeneity accelerates the change of the phase transition pattern. Finally, our theoretical analyses coincide well with the simulation results. (shrink)

Executive functions are of vital importance in the process of active cognition, which is thought to be associated with the dorsolateral prefrontal cortex. As a valid brain stimulation technology, high-definition transcranial direct current stimulation has been used to optimize cognitive function in healthy adults. Substantial evidence indicates that short-term or single anodal tDCS sessions over the left DLPFC will enhance the performance of executive functions. However, the changes in performance and cortical activation of executive functions after modulation by repeated anodal (...) HD-tDCS is as yet unexplored. This study aims to examine changes in three core components of executive functions produced by nine HD-tDCS sessions, and to use functional near-infrared spectroscopy to bilaterally record DLPFC neural activity. A total of 43 participants were divided randomly into two study groups to complete nine interventions. Our results demonstrate that the enhancement of cognitive flexibility in the anodal group was significantly better than that in the sham group. Additionally, a Stroop effect-related decrease in oxygenated hemoglobin concentration in the DLPFC was observed in the anodal group but not the sham group. In conclusion, our study found that repeated anodal HD-tDCS sessions can significantly promote cognitive flexibility, one of the core components of executive function, and that alterations in DLPFC activation can enhance our understanding of the neuroplastic modifications modulated by HD-tDCS. (shrink)

High-definition transcranial direct current stimulation is a valid brain stimulation technology to optimize cognitive function. Recent evidence indicates that single anodal tDCS session enhances attention; however, the variation in attention produced by repeated anodal HD-tDCS over a longer period of time has not been explored. We examined the modulation of attention function in healthy young participants who received repeated HD-tDCS sustained for 4 weeks. The results showed a robust benefit of anodal HD-tDCS on executive control and psychomotor efficiency, but not (...) on orienting, alerting, or selective attention ; the benefit increased successively over 4 weeks; and the enhancement on executive control of each week was significant compared to baseline in the anodal group. In addition, the subjects’ performances on the test of executive control and psychomotor efficiency gradually restored to the initial level in the sham group, which appeared obviously from week 3, but the improvement of attention in the anodal group was persistent. We conclude that repeated anodal HD-tDCS provides a positive benefit on executive control and psychomotor efficiency and has obvious accumulative effect after 9 or more times intervention compared to sham HD-tDCS. Additionally, our findings might provide pivotal guidance for the formulation of a strategy for the use of repeated anodal HD-tDCS to modulate on attention function. (shrink)