Showing papers by "Denison University published in 1984"

Viewer Recall of Television Commercials: Prediction from the Propositional Structure of Commercial Scripts:

Abstract: The authors investigate a model for using what is said in a television commercial to predict what viewers recall of it. The psycholinguistically based ad language model (ALM) was applied to analysis of the propositional structure of 19 commercial scripts and 941 associated viewer recall protocols. The protocols came from either day-after telephone interviews by market research agencies or immediate free recall after forced exposure. Stepwise regressions with ALM script measures as predictors accounted for significant portions of the variance in ALM measures of how many ideas viewers would generate when recalling, how much information about execution and product characteristics they would recall, and their use of brand name and descriptive words. ALM script measures also predicted the day-after recall scores available for 16 of the commercials. Linking of the propositional structures of commercials with their recall leads to an improved foundation for use of recall in the evaluation of advertising messages.

Dissociation of weak acids during Gran plot free acidity titrations

Abstract: A comparison of weak and free acid concentrations measured by base titration and hydrogen ionactivities determined by direct pH measurement is described for several of our data sets for raincollected above and below a forest canopy in the eastern United States. These data illustrate theinfluence of weak acid dissociation during titration and the possible effect of activity coefficientson calculated free acid concentrations. DOI: 10.1111/j.1600-0889.1984.tb00240.x

Directional properties of circular Maria: Interpretation in the context of a testable gravitational capture model for lunar origin

Abstract: Photogeologic study of circular lunar maria and mare-filled craters reveals that several of these features are either elliptical and/or asymmetrical. The ellipticity/asymmetry is interpreted as a directional property which may have genetic significance. Most maria indicate movement in easterly directions. The directional properties of these features are consistent with at least three models of mare basin formation: (1) mare basins were excavated by a swarm of fragments from a tidally disrupted planetary body impacting from a westerly direction; (2) mare basins were excavated by lunar satellites whose orbits decayed sufficiently to cause the satellites to impact onto the lunar surface from a westerly direction; and (3) basins were formed by the impact of large spheroids of lunar basalt onto the lunar surface from a westerly direction.

A testable gravitational capture model for the origin of the Earth's Moon

Abstract: A gravitational capture model is proposed to explain lunar evolution. The model is divided into five orbital eras. In the first era, it is postulated that the pre-capture Moon formed as a small planetary unit on the inner edge of the Asteroid Zone. Orbital era 2 commenced when the Moon's orbit became Earth-crossing. As the Moon underwent periodic gravitational encounters with Earth in a near Earth orbit (orbital era 3), the lunar body because warmer and thus more easily capture. Era 4 saw the Moon inserted into a geocentric orbit that gradually became more circular. Following orbital circulation, the lunar orbit gradually expanded to its present dimensions (era 5).

Further results concerning ridge regression

Abstract: Two new ridge estimators are described and compared, using Monte Carlo techniques, with other commonly used ridge estimators under different situations, many never before examined. Three main findings result. First, the two new estimators are shown superior (in MSE performance) under a variety of conditions to other ridge estimators. Second, the superiority of ridge over OLS estimation is shown to be a non-linear function of the dispersion of the s's. Third, when patterned rather than equal correlations are considered, ridge estimatorsvis a visthemselves are ordered as before, howevervis a visOLS, the results systematically depend on the correlational pattern.

A central Ohio consortium for retraining in computer science

Abstract: A Consortium of eight Central Ohio colleges and universities is described. The purpose of the Consortium is to provide opportunities for faculty at the participating institutions to be retrained in the field of computer science. These faculty will then be able to return to their home institutions to develop and teach computer science curricula. The program provides flexibility of scheduling the retraining, in terms of the time of year and nature of the retraining undertaken by the individual participants.