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This paper examines Czech expectations of their advertising, the perceived intensity level of that advertising, and how various cultural factors affect the efficacy of that advertising. Findings suggest that the hypothesis that transitioning economies may be free of advertising clutter to no longer be true in the Czech Republic. Information gleaned from in-depth interviews and a survey suggests that effective Czech advertising reflects the collectivistic nature of the culture as well as the contextual level of communication. Simple, direct approaches that inform, along with the use of clever, humorous creative and group depictions, are often effective.

This chapter provides an overview of the Department of Defense (DoD) laboratory structure to help equipment designers, modelers, and manufacturers determine where research, testing programs, or relevant findings can be found. The chapter includes a discussion of the performance measures and metrics typically used in DoD laboratories and concludes by considering the current state-of-the-art as well as the state-of-the-possible for human performance measurement.

To explore the essential elements of a ‘green art of living’: an enjoyable, elegant, graceful and simultaneously low impact lifestyle.

The theoretical analysis is based on a critical reading and literature study of the texts of various prominent ecological utopian thinkers in the history of political philosophy.

In an ecologically sustainable society first priority must be given to re-examination of the proper ‘ecological limits’ of the current lifestyles and ‘arts of living’ in the Western world. The exact form or shape that people give to their lives is less important than their overall commitment to live within the ecological boundaries set by our earth.

A green, ecologically responsible society cannot do without a certain degree of moderation, self-restraint and simpler and less consumption-oriented lifestyles. However, in this chapter it is shown that such a society will not lead to impoverishment and austerity. An ecological society founded on voluntary simplicity will not be frugal or poor, but creates ample opportunities for its citizens to lead attractive, pleasurable, fulfilling and high-quality lives.

To cope with the complexity of modern retail stores and personal time constraints, shoppers must be selective in processing information. During a typical shopping trip, they visit only a fraction of a store’s departments and categories, examine a small subset of the available products, and often make selections in just a few seconds. New research techniques can help marketers understand how customers allocate their attention and assess the impact of in-store factors on shopper behavior. This chapter summarizes studies using observational research, virtual reality simulations, and eye tracking to identify the drivers of shopper attention, product engagement, and purchase conversion. These include shopper goals; product assortment, package appearance, price, and merchandising; shelf space allocation, organization, and adjacencies; and salesperson interaction. The research reveals that small changes in a product’s appearance and presentation can have a powerful impact on consideration and choice.

SA has been described as “generating purposeful behavior.” that is, behavior that is directed toward a task goal (Smith & Hancock, 1995). It involves being aware of what is happening around you and understanding what occurring events mean with respect to your current and future goals. Endsley (1995) has formally defined SA as the “perception of elements in the environment within a volume of time and space, the comprehension of their meaning and the projection of their status in the near future” (Endsley, 1995, p. 36). SA has been hypothesized as being critical to operator task performance in complex and dynamic operations (Salas, Prince, Barker, & Shrestha, 1995), like tasking and controlling remotely operated systems. Operators in remote control of ground vehicles need to be aware of where the vehicle is, what the vehicle is doing, and how activities as part of the overall task lead to accomplishment of mission goals. They must also consider the health of the overall system and how the environment affects vehicle status and the ability to complete tasks. In studying robot control in simulated USAR operations, Drury, Scholtz, and Yanco (2003) observed that most of the problems encountered when navigating robots resulted from the human's lack of awareness of these elements.