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AbstractTargeted digital advertising (TDA) is immensely popular among marketing practitioners; investigating its effects is increasingly becoming a subject of academic research. Brands can push advertisements of the same product from different sources to consumers in a targeted manner; however, the differences in the impact on consumers of TDA with different content sources are surprisingly understudied. Therefore, this study analyzes the consumers' purchase intentions in the context of TDA with different content sources (stars vs. bloggers vs. top e‐commerce streamers), and the perceived differences between consumers with different thinking styles. Through two experimental studies, this study finds that TDA with top e‐commerce streamers' recommendation source can better improve consumers' purchase intentions more than TDA with a star endorsement and TDA with a blogger evaluation. For consumers who prefer the rational thinking style, TDA with a star endorsement and TDA with top e‐commerce streamers recommendation can be better; For consumers who prefer the empirical thinking style, TDA recommended by bloggers and TDA with top e‐commerce streamers recommendation can be better. Furthermore, this study finds that consumers' mental simulation and perceived usefulness can mediate the relationships described above, and that the two play a chain mediation role. The findings contribute to the precision marketing literature by enriching the understanding of the psychological mechanism underlying consumers' perceptions of and decision factors toward the TDA.

Sharing accommodation creates a sense of home between hosts and guests, and fosters interactivity and interpersonal relationships. To clarify how host images influence guests' rental intention, we evaluated the effect of the host's facial expression and analyzed the psychological mechanism
of trust in 3 studies. The conceptual model was verified through data mining in Study 1 and by conducting a simulation in Studies 2 and 3. The results show that a host's positive expression increased guest rental intention and that this effect was mediated by trust. Practical and theoretical
implications of the results are discussed.

International audience ; Shape memory alloys (SMA) undergo a solid-solid phase transformation called martensitic transformation , involving a "high temperature" phase, austenite and a "low temperature" phase, martensite. This transformation can be activated by thermal loading (heating or cooling) or mechanical loading (stress) and explains for example the pseudo-elastic phenomenon where high reversible deformation (>6%) can be reached during a tensile loading. Although the uniaxial dynamic pseudoelastic behavior of SMA is relatively well documented today, this behavior under multiaxial stress remains unknown. Such knowledge is however essential for the validation of multiaxial models to democratize the use of these materials. The stress-strain pseudo-elastic behavior of a Nickel-Titanium under equi-biaxial dynamic compression is addressed in this work. It is measured thanks to a new homemade equi-biaxial impact testing setup using split Hopkinson bar. The use of thermal and optical camera allows strain and heating sources fields to be identified. The stress field is estimated by combining the strain gauges information placed on a coaxial transmitted bar and a transmitted tube and a finite element analysis of the specimen. The deformation appears homogeneous in the biaxial loading region of interest where a significant rise in temperature due to the phase change latent heat is observed. The dynamic testing allows on the other hand an equivalent dynamic stress/strain curve under biaxial and quasi-adiabatic conditions to be plotted. Experiments are finally compared to the results of finite difference axisymmetric model where the constitutive law is given by a fully coupled stochastic multiscale model.

International audience ; Shape memory alloys (SMA) undergo a solid-solid phase transformation called martensitic transformation , involving a "high temperature" phase, austenite and a "low temperature" phase, martensite. This transformation can be activated by thermal loading (heating or cooling) or mechanical loading (stress) and explains for example the pseudo-elastic phenomenon where high reversible deformation (>6%) can be reached during a tensile loading. Although the uniaxial dynamic pseudoelastic behavior of SMA is relatively well documented today, this behavior under multiaxial stress remains unknown. Such knowledge is however essential for the validation of multiaxial models to democratize the use of these materials. The stress-strain pseudo-elastic behavior of a Nickel-Titanium under equi-biaxial dynamic compression is addressed in this work. It is measured thanks to a new homemade equi-biaxial impact testing setup using split Hopkinson bar. The use of thermal and optical camera allows strain and heating sources fields to be identified. The stress field is estimated by combining the strain gauges information placed on a coaxial transmitted bar and a transmitted tube and a finite element analysis of the specimen. The deformation appears homogeneous in the biaxial loading region of interest where a significant rise in temperature due to the phase change latent heat is observed. The dynamic testing allows on the other hand an equivalent dynamic stress/strain curve under biaxial and quasi-adiabatic conditions to be plotted. Experiments are finally compared to the results of finite difference axisymmetric model where the constitutive law is given by a fully coupled stochastic multiscale model.