07/01/2021

Emotionally appealing ads may not always help consumer memory

In almost all successful advertising campaigns, an appeal to emotion sparks a call-to-action that motivates viewers to become consumers. But according to research from a University of Illinois Urbana-Champaign expert who ...

Insights into the Yellowstone hotspot

The Yellowstone hotspot is well known for generating supereruptions in the geologic past that are far more explosive than historic examples. The origin and sustained longevity of the hotspot is less understood but is focused ...

Keeping sperm cells on track

An essential component of every eukaryotic cell is the cytoskeleton. Microtubules, tiny tubes consisting of a protein called tubulin, are part of this skeleton of cells. Cilia and flagella, which are antenna-like structures ...

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