Tag: Poster 21

A Look into the Growing Trend of Experiential Marketing and an Evaluation of Measurement Metrics to Determine a Campaigns Success

Presenter: Jennifer Klein

Mentor: Kim Sheehan

AM Poster Presentation

Poster 21

With the changing media landscape and proliferation of advertising and marketing messages comes a rising need for marketers to reach consumers in new and interesting ways. The growing practice of experiential marketing offers a way for consumers to experience a product in hopes of developing an emotional connection or positive opinion of the product or brand. This thesis concretely defines the practice of experiential marketing and then proposes a metrics system that will measure the success of campaigns in this growing discipline. Through case study analysis, this thesis presents a concrete set of components that are essential to the experiential genre. The need to measure the success of experiential campaigns relative to other media outlets is a rising concern for marketers. However, there are no widely used metrics systems currently in place. This thesis utilizes qualitative interviews with industry professionals and proposes a two-step metrics approach to determine the success of experiential campaigns.

Spatiotemporal Patterns of Inversion Allele Frequencies in Threespine Stickleback

Presenter :Erika Jackson

Mentor : William Cresko

Major : Biology

Poster 21

Chromosomal inversions have been linked to complex traits that facilitate adaptation in new environments in a small number of stud- ies. However, the generality of this pattern is still unclear. Studying the frequency of chromosomal inversions in threespine stickleback (Gasterosteus aculeatus) could provide an important case study to help us understand the role of chromosomal inversions in adaptive evolution. We focused on Alaskan and Oregon marine and freshwater stickleback populations to determine inversion frequencies between distant locations as well as between salinities in different bodies of water. We predicted that inversion allele frequency diver- gence between ocean and freshwater populations would occur if the inverted region contained genes important for adaptation to the alternative environments. We genotyped a large number of individuals for an inversion on Linkage Group XXI using polymerase chain reaction (PCR) designed to indicate alternate forms of the inversion. Our results showed that the inversion allele frequencies are highly divergent between Alaskan oceanic and freshwater populations. In addition, while Alaskan populations are geographically distant from Oregon populations, we found a similar pattern of divergence between Oregon populations in the two habitats. Our study provides ad- ditional evidence that chromosomal inversions may play an important role in adaptation to novel environments.

All Out the Window: A Study of Infiltration in Deady Hall

Presenter: Russell McIntire

Co-Presenters: Rebecca Fletcher, Lisa Sparks

Mentor: Mathieu Deraspe

Poster: 21

Major: Architecture

For this project we chose to study a building that did not provide adequate thermal comfort for its occupants, as well as had problems with air-leakage. After talking to University of Oregon students, we found that the historical Deady Hall fit the bill. Complaints ranged from an overly warm third floor, to frigid temperatures in the basement.
We considered these issues and developed the hypothesis: The top floor of Deady Hall loses a high amount of heat energy through air-gap infiltration and radiation, and thus is overheated to maintain that difference (equivalent to $6 of heat energy per day for the top floor). After placing HOBO sensors in one classroom and the hallways on each floor, conducting a blower door test, and analyzing the data with a few calculations, we found that the heat lost through infiltration was equal to $7.26/day, money just flying out the window. Upon more calculations, we discovered that if the findings for infiltration and heat radiation could be applied to all the windows in Deady Hall, the entire building is losing $10,464 per year to heat energy flying out the window. That is more than one student’s tuition, which we feel is important for the University community to know about if renovations are ever to be made.

Chronic Passive Heat Therapy Improves Microvascular Nitric Oxide-Dependent Dilation during Skin Local Heating

Presenter: Taylor Eymann

Mentors: Christopher Minson and Vienna Brunt, Human Physiology

Poster: 21

Major: Human Physiology

Vascular dysfunction, often caused by deficient nitric oxide (NO) production, is present in the majority of cardiovascular disease and is first detectible in the microcirculation. Heat stress can increase NO production via
heat shock protein expression. Therefore chronic passive heat therapy (CHT) may improve microvascular health
and lower cardiovascular risk. The cutaneous circulation is easily accessible and represents overall microvascular health. PURPOSE: To observe the effects of 8wks of CHT on cutaneous NO-dependent dilation. METHODS: Seven healthy, sedentary subjects were immersed in either 40.5°C (N=5; CHT) or 36.5°C (N=2; sham group) water for 90min 4-5 times per week for 8 weeks. Before and after the 8wks, two intradermal microdialysis fibers were inserted into the forearm and infused with lactated Ringer’s solution (control) and a nitric oxide synthase competitive inhibitor (L-NNA), to inhibit NO synthase. Increased skin blood flow responding to local skin heating to 39°C, which is a test of microvascular health, was measured at each site using laser-Doppler flowmetry. NO-dependent dilation, calculated as the difference between control and L-NNA sites, was expressed as percent maximal cutaneous vascular conductance (%CVCmax; flow/mean arterial pressure). RESULTS: CHT increased NO-dependent dilation from 27±4 to 36±5%CVCmax (p<0.05). No improvement was observed in sham subjects. CONCLUSION: Our findings suggest heat therapy increases NO production and vasodilation in the human microcirculation. Continued exposure to passive heat may lower cardiovascular risk.

Do You Know Where Your Research Is Being Used? An Exploration of the National Science Foundation’s Databases Using Natural Language Processing

Presenter: Theodore LaGrow

Co-Presenters: Jacob Bieker

Faculty Mentor: Boyana Norris

Presentation Type: Poster 21

Primary Research Area: Science

Major: Computer and Information Science, Mathematics

We have developed software to decipher the uses of previously funded technology used and cited in other scholars’ research. In such a complex and dynamic field as computer science, it is of interest to understand what resources are available, how much the resources are used, and for what purposes the resources are used. We demonstrated the feasibility of automatically identifying resource names on a large-scale from scientific literature in the National Science Foundation’s database and showed that the generated data can be used for exploration of software usage. While scholarly literature surveys can provide some insights, large-scale computer-based approaches to identify mentions of previously funded technology from primary literature is needed to automate systematic cataloguing and facilitate the monitoring of usage in a more effective method. We developed a pdf parser to extract text from articles in the database that we then trained using Natural Language Processing to evaluate if the article relates to the technology

in question. The articles were given scores based on tokenization of nouns, titles, mentions, “strong” clues, “weak” clues, and references compared to a dictionary composed of important items related to the technology. From the articles’ scores, we were then able to evaluate a trend of when and where the funded technology is being used. As we continue to expand this software, we will analyze the researchers’ sentiment about the technology.

The Effect of Different Substituents on the Optoelectronic Properties of Diindenoanthracene

Presenter(s): Brian Chastain − General Science

Faculty Mentor(s): Michael Haley, Justin Dressler

Poster 21

Research Area: Natural/Physical Science (Synthetic Organic Chemistry)

Funding: University of Oregon Summit Scholarship, OSEA Guy Davis Scholarship, General Chemistry Achievement Award

The properties of molecules containing unpaired electrons have been of interest to chemists ever since the first known diradical species was synthesized in 1907. More recently in 2016, the diradical molecule diindenoanthracene (DIAn) was synthesized by the Haley group. This species is of interest because of its marked stability for a molecule exhibiting diradical character. Additionally, the ability to form a dione intermediate that can react with a wide range of nucleophiles enables us to conduct a similar study to that performed by Chase et. al. on the parent indeno[1,2-b]fluorene. In this study it was discovered that the inclusion of different groups could have strong effects on the optoelectronic properties of the molecule. Here, we explore the effect of the addition of electron-withdrawing and donating groups to DIAn, specifically examining the change in the magnitude of the HOMO-LUMO energy gap, and thus the wavelength of maximum absorption in the electronic absorption spectrum. To test the effect of the groups on the properties of DIAn, nucleophilic addition reactions have been utilized to substitute the apical carbon with electron-withdrawing and donating groups. This will allow us to determine
if there are similar trends in the optoelectronic properties between the parent indeno[1,2-b]fluorene and the anthracene extended DIAn. This study will provide insight that will allow us to further refine our design principles for the preparation of organic semiconducting molecules.

Palepiezometry Analysis of Recrystallized Quartz from Pre-Main Stage Veins in the Porphyry Copper Deposit in Butte, Montana

Presenter(s): Molly Pickerel

Faculty Mentor(s): Mark Reed & James Watkins

Poster 21

 Session: Sciences

Recrystallized quartz grains from pre-main stage veins in the porphyry copper deposit in Butte, Montana show microscopic evidence of different temperature and pressure conditions seen through the presence of all three recrystallization regime patterns that imply a range of conditions. In this study new methods are applied to analyze recrystallized quartz veins to generate strain rate conditions not previously constrained for these veins. Thin sections of these recrystallized quartz grains are densely populated with a range of different sized fluid and mineral inclusions. The presence of these inclusions prevents the standard application of the analysis function in ImageJ to accurately measure the area of the grains and create a grain boundary map. In order to overcome this obstacle in the study Fourier transforms were created of the images and a bandpass filter applied to eliminate the frequencies of those inclusions so that the inverse Fourier Transform images did not include them. More image processing was needed to skeletonize and fill left over holes in the images before ImageJ analysis. The grain diameters collected are inputted into paleopiezometry equations from Fazio and Ortlano et al. (2018) with temperature estimates from Fouriner et al. (1999). These determined strain rates can provide insights into the conditions of the porphyry system in early stages.