Radio, Podcasts, and Music Streaming-An Electroencephalography and Physiological Analysis of Listeners' Attitude, Attention, Memory, and Engagement.

Whilst radio, podcasts, and music streaming are considered unique audio formats that offer brands different opportunities, limited research has explored this notion. This current study analyses how the brain responds to these formats and suggests that they offer different branding opportunities. Participants' engagement, attitude, attention, memory, and physiological arousal were measured while each audio format was consumed.

Sonic Influence on Initially Neutral Brands: Using EEG to Unveil the Secrets of Audio Evaluative Conditioning.

The present study addresses the question of whether explicit, survey-type measures of attitude differ in sensitivity when compared to implicit, non-conscious measures of attitude in the context of attitude changes in response to evaluative conditioning (EC). In the frame of a pre-test, participants rated 300 brand names on a Likert-type scale, the results of which were then used to create personalised lists of neutral brands. After this initial online component, the participants were exposed to one, five, and ten rounds of EC (during three separate sessions), during which half of the brands were paired with pleasant audio excerpts (positive EC) and the remainder were paired with unpleasant audio excerpts (negative EC).

Characterization and mutagenesis of Chinese hamster ovary cells endogenous retroviruses to inactivate viral particle release.

The Chinese hamster ovary (CHO) cells used to produce biopharmaceutical proteins are known to contain type-C endogenous retrovirus (ERV) sequences in their genome and to release retroviral-like particles. Although evidence for their infectivity is missing, this has raised safety concerns. As the genomic origin of these particles remained unclear, we characterized type-C ERV elements at the genome, transcriptome, and viral particle RNA levels.

A role for alternative end-joining factors in homologous recombination and genome editing in Chinese hamster ovary cells.

CRISPR technologies greatly foster genome editing in mammalian cells through site-directed DNA double strand breaks (DSBs). However, precise editing outcomes, as mediated by homologous recombination (HR) repair, are typically infrequent and outnumbered by undesired genome alterations. By using knockdown and overexpression studies in Chinese hamster ovary (CHO) cells as well as characterizing repaired DNA junctions, we found that efficient HR-mediated genome editing depends on alternative end-joining (alt-EJ) DNA repair activities, a family of incompletely characterized DNA repair pathways traditionally considered to oppose HR.

Can Evaluative Conditioning Change Well-Established Attitudes Towards Popular Brands? Your Brain Says Yes Even Though Your Mouth Says No.

In the present study, using both implicit and explicit measures, we addressed the issue of whether strongly developed relationships towards brands could be modified through the use of evaluative conditioning. Using an online survey, individual participant brand lists were created, and formed the basis of this experiment. Participants were then exposed to conditioning during a longitudinal study.