Brand placements in video games: How local in-game experiences influence brand attitudes

Brand placements are omnipresent in video games, but their overall effect on brand attitudes is small and varies substantially between studies. The present research takes an evaluative conditioning perspective to explain when and how brand placements in video games influence brand attitudes. In two experiments with a 3D first-person video game, we show that only brands encountered during positive in-game experiences benefit from the placement, but not those encountered during negative in-game experiences. Building on the cognitive processes underlying evaluative conditioning, we also show that brand attitudes largely depend on the memory for the pairing of a brand with positive/negative in-game experiences. Pairing memory and thus also evaluative conditioning effects increase when players attend to the pairing of brands and positive/negative experiences, for example, when such pairings are a central part of the game's storyline. Overall, our findings show that evaluative conditioning and its cognitive mechanisms can be utilized to explain and predict advertising effects in applied settings, such as brand placements in video games.     

利用SRUDP的3G无线网络视频监控系统设计

为促进无线视频监控领域新技术的开发和应用,立足解决工程实际问题,提出了一种利用简 单可靠用户数据报协议(SRUDP)的3G无线网络视频监控系统的新型设计方案。系统可以对H 264视频流进行分层 模式的高效编码、压缩纠错和实时传输控制,并重新封装用户数据报协议(UDP)、SRUDP和IP 报头。系统采用滑 动窗口机制和重传机制来进行消息的收发同步和流量控制,可以实现任意用户终端对任意监 控点的有效监控。系统视频QoS的控制方式运用迭代算法,发送端可以根据反馈信息通过编 码器进行自适应调整速率,并参考SRUDP缓存进行参数修改,实现鲁棒控制。仿真实验表明 ,在3G网络环境下,基于SRUDP的视频应用在降低视频时延和包丢失率、减少网络拥塞、提 高传输速率和改善视频质量等方面具有明显的优越性。     

ASP技术在数据库中的应用

浏览器/服务器模式的数据库是目前最流行也最实用的数据库模式。ActiveServer Pages(ASP)可以实现基于浏览器/服务器模式的数据库的管理功能,用户可在浏览器画面中检索、输入、更新和删除数据库信息。