Word: effectiveness
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...lead female actress (high stimulus, strong plot). The other involved a more languid sequence without a compelling hook (low stimulus, weak plot). When viewers were watching the more dramatic clip, two commercial breaks - one for the Jewelry Factory, the other for the illustrious Michael Brownstein - had no real effect on their experience. For those who saw the low-octane video, the commercial breaks significantly enhanced their experience. The longer the clip ran without a break, the more bored those viewers became...
Sturdier Seats Congress's Airport and Airway Safety Act of 1987 called for regulators to improve what is called the "crash-worthiness standard" of seats - in effect, the likelihood that they will crumple and crush passengers at impact. It took 17 years to accomplish the task, as the Federal Aviation Administration tussled with aircraft manufacturers and airlines that balked at paying for the upgraded seats. The FAA produced evidence that sturdier seats could have prevented 45 fatalities between 1984 and 1998. A deal was reached. In 2005, the FAA mandated that all U.S. aircraft built after October 2009 meet...
...Billions of people may speak this digital lingo - and plenty of scientists have tried to study it. Most recently, psychologists Jesse Chandler and Norbert Schwarz came at it in a new way. In a study published in the Journal of Experimental Social Psychology, they explored the effect that finger gestures have not on the people at whom they're aimed, but on the bird-flippers and thumbs-uppers themselves. (Learn how to use your emotions to get through the recession...
...Even when nobody sees the gesture, it may have an adverse effect," Chandler says, "leaving us more convinced that other people are nasty and hostile. This may lead to additional hostile acts down the road." If today's finger can indeed be tomorrow's fistfight, the best bet might simply be to keep our hands in our pockets...
...Yukos hearing takes place, and if the claimants win, then it's not just the shareholders who could benefit. "This could have a roll-on effect on the other former Yukos executives, such as Svetlana Bakhmina, Vasily Aleksanyan, Lebedev and, of course, Khodorkovsky, all of whom had placed complaints with the European Court of Human Rights," says Claire Davidson, a spokeswoman for Yukos. But there could be a much higher cost in Russia, where the local media are already speculating on how a $34 billion payout could cripple the economy. Others suggest that, with a judgment against it, Russia could...