Introduction The concept of “processing fluency” has been widely discussed in various areas, including marketing and consumer behavior (Janiszewski and Meyvis, 2001; Labroo et al., 2008; Herrmann et al., 2013; Shen and Rao, 2016). Processing fluency is defined as the ease with which people process information, and it has been found that experiencing fluency while processing information has a positive effect on decision making. Many researchers have shown that fluency elicits positive evaluation. For example, the mere-exposure effect has been explained by processing fluency; repeated exposure to a stimulus increases processing fluency and the fluency, in turn, increases positive affect (Arkes, 2013; Janiszewski and Meyvis, 2001). Many factors have been examined in fluency studies. Among them, the most common method to affect fluency is font manipulation (e.g., Alter et al., 2007; Alter and Oppenheimer, 2008). In these studies, researchers examined processing fluency of objects with clear fonts or unclear fonts and found the former enhanced processing fluency and thus caused positive evaluation for the objects. There are many other factors related to visual perceptual fluency, such as contrast of letters and background, exposure time, and so on. Processing fluency can be influenced by eye movement. For example, Shen and Rao (2016) focused on the relation between fluency of eye movements and product evaluation. They found that repetition of an eye movement could enhance perceived fluency and that this perceived fluency could increase product evaluation. In their second experiment, they manipulated participants’ eye movement by moving a ball on the computer screen and found that the consistency between the direction of eye movement and the direction of products (pen and sports shoe) could enhance processing fluency and product evaluation. Similar to the study of Shen and Rao, we focus on the relation between the direction of products and processing fluency. Shen and Rao focused on eye movement, whereas our study concentrated on human body movement—namely, walking and riding. There are many advertisements in stores, trains, buses and on the roads. Consumers often see these advertisements while walking or riding. In these cases, they move to certain directions, and sometimes products in advertisements convey direction (e.g., automobiles, shoes, pens, and so on). At the time of exposure, consistency between two directions (consumer’s movement and product) may influence processing fluency and product evaluation. In a walking condition, the direction of physical body movement of the participants can be related to their eye movements. However, in a riding condition, the moving direction of a vehicle the participant rides does not always coincide with the direction of participant’s eye movement. We can therefore assume that if consistency of the two directions affects the product evaluation positively not only in a walking condition but in a riding condition, it is possible to verify the existence of the effects of human body movement. Based on the above considerations, we conducted two experiments. Empirical Studies In two experiments, all participants were undergraduate students at a major university in Tokyo. They were recruited at a university campus or via social network services. The experiments were conducted in two conditions: participants looking at the advertisement while walking or riding on the bus. In prior research focused on eye movement (Shen and Rao, 2016), the researchers examined the relation between eye movement and product location (left side or right side on the advertisements) as well as product direction (directed toward the left or toward the right). They showed that the participants preferred the product directed toward the right (pen or sports shoe) or located on the right side (cupcake) when their eyes moved from left to right. Conversely, the participants liked the product directed toward the left or located on the left better when their eyes moved from right to left. Based on their study, we also chose two types of products, sports shoe and bottled water. Sports shoe has a horizontal direction, so we can place the product in the advertisement with a particular direction (toward the left or toward the right). On the other hand, bottled water does not have horizontal direction, thus we use the product with a particular location (placed on the left side or right side in the advertisements). We hypothesize that the participants will experience processing fluency and express a greater preference towards the products in the advertisement when its direction or location matches the moving direction of the participants. Experiment 1 One-hundred-and-twenty students participated in a 2 × 2 between-subjects factorial design. Participants were randomly assigned into four groups: 2 moving direction × 2 product layouts. The experiment was set up in a classroom where the advertisements were displayed on the walls. On the wall to the left side of the classroom, the advertisement for sports shoe was displayed with the direction either toward the left or the right. On the wall to the right, the advertisement for bottled water was displayed with the product location either on the left or right side. On the front wall of the classroom, an advertisement for hamburger which had neither particular direction nor location was displayed as a dummy stimulus. The participants were asked to walk around the classroom either clockwise or counter-clockwise. They walked by the wall without stopping while looking at an advertisement and then rated preference and processing fluency regarding the product shown in the advertisement immediately afterwards one by one. For the participants who walked around the classroom clockwise, the products directed toward the right (or located on the right side) might appear more natural and thus enhance their processing fluency. On the other hand, the participants who walked counter-clockwise felt fluency regarding the products directed toward the left (or located on the left side). The results supported our hypotheses. There were significant differences between matched groups and unmatched groups in both preference and processing fluency. Participants who walked around the classroom clockwise showed a higher preference and fluency regarding sports shoe directed toward the right and bottled water located on the right side in the advertisements. Similarly, participants who walked around the classroom counter-clockwise presented a higher preference and fluency regarding sports shoe directed toward the left and bottled water located on the left side. Experiment 2 In experiment 2, we used school buses running between campuses as the vehicle in which the participants looked at the advertisements. We set up two situations of placing the advertisements for considering the effect of the moving scenery outside the bus window on the perception of the participants. We placed one near the ceiling, where participants can barely see the scenery outside the window, and the other on the window, where the participants can easily see scenery moving right behind the advertisement. The participants either stood or sat on the buses and then rated preference and processing fluency regarding the products on the advertisements right after getting off the bus. One-hundred-and-two students participated in a 2 × 2 between-subjects factorial design. The participants were randomly assigned into matched-above, unmatched-above, matched-window, and unmatched-window groups. The matched condition meant that the moving direction and product layouts were consistent. When the moving direction of the bus and the product layout (direction of sports shoe and location of bottled water) were consistent, we defined matched condition. Otherwise, we defined unmatched condition. The results supported our hypotheses. For the advertisements placed near the ceiling, there were significant differences between matched and unmatched groups in both preference and processing fluency for both sports shoe and bottled water. On the other hand, for the advertisements placed on the window, there were no significant differences between matched and unmatched groups. When the advertisements were placed on the window, the direction of the moving scenery outside the bus window was opposite to the direction of the bus. This might have cancelled out the effects of moving direction. Discussion and Conclusion The empirical studies showed that for the condition of participants walking, the orientation and the location of the product pointing in the same direction as the moving direction of the participants resulted in higher processing fluency, and led to higher product preference. Meanwhile, for the condition of participants moving towards a certain direction by passive means, such as taking a bus, product preference and processing fluency increase when the advertisement is placed up near to the ceiling, and the orientation or the location of the product match the moving direction of the participants. At the same time, there is no significant difference in product preference or processing fluency when the advertisement is placed on the window. In closing, our research has provided an initial look at how consistency between two directions (consumer’s movement and product) can have significant effects on consumers’ processing fluency and product evaluation. Consumers often look at the advertisements while walking or riding and advertisers can know the main direction of consumers’ movement. In these cases, they can determine the direction or the location of the products in the advertisements considering the consistency with the moving direction of consumers. Recently, digital signage in trains and buses has become popular and advertisers can easily adjust the direction or the location of the products in the advertisements on it. Therefore, the knowledge extracted from our research may be readily available for advertisers.

This research was conducted to develop a brand personality model that could be used to measure and compare the brand personality of a same brand across cultures. The results suggest that for West (the U.S.) and East (Japan), the bicultural BPD have five distinct dimensions of Sincerity, Sophistication, Ruggedness, Excitement, and Peacefulness, represented by the 15 attributes (wholesome, warm, kind, upper-class, elegant, romantic, masculine, tough, rugged, trendy, exciting, imaginative, shy, naïve, and childlike). The results show that many global brands have different brand personality perceptions across cultures. Only four (Levi’s, Nintendo DS, Shell, and Visa) out of 21 global brands had the same brand personality perceptions in two cultures. These results may be inconsistent with the definition of global brands—brands whose positioning, advertising strategy, personality, look, and feel are same or at least similar from one country to another. However, the results confirm the findings of Aaker et al. (2001) that brands have culturally specific meaning. The results also confirm the “the lure of global branding”—the goal of developing one strong global brand is often unrealistic (Aaker & Joachimsthaler, 1999). Still, in the business world, many companies are trying to globalize their own brands in order to enjoy the high economies of scale. Hence, it is important for the business managers to be able to measure the results of their global branding efforts. This research provides a tool, the bicultural brand personality model, the managers could use to measure their global brands in Western and Eastern cultures, and understand the similarity and differences across two cultures.

We carry out a study of Sub-Millimeter Galaxies (SMGs) in the AKARI NEP-Deep field using the James Clerk Maxwell Telescope (JCMT) SCUBA-2 850 μm source catalog, released as part of the SCUBA-2 Cosmology Legacy Survey (S2CLS) program. The SCUBA-2 850 μm map has a root mean square (rms) noise of 1.2 mJy beam−1 and covers an area of 0.60 degree2. We find four SMGs which have counterparts to Herschel sources with spectroscopic redshifts in the literature. In addition, three dust obscured galaxies (DOGs) detected in Herschel bands are selected as a comparison sample. We derive IR luminosities of SMGs using the CIGALE code, which are similar to those of high redshift SMGs from previous studies. The contribution of AGN to the total IR luminosity in SMGs (2%–11%) is smaller than the lower limit for the one in DOGs (19%–35%), which is consistent with the expectation from the evolutionary scenario of massive galaxies. We search for SMGs in overdense regions as protocluster candidates and investigate four regions, including candidates around three DOGs. Finally, we argue that follow-up spectroscopic observation for the NEP-Deep field will provide crucial information to understand the role of SMGs in the evolution of massive galaxies.

Fruiting bodies were degraded themselves by the several glycoside hydrolases after spore releasing from mature fruiting bodies or harvesting. The enzymes involved in autolysis such as glucanase and chitinase have been studied. However, there are almost no information about the relationship between several glycoside hydrolases and autolysis. In this study, we studied to obtain the enzymatic properties of trehalase, and also to get the new information on the relationship between trehalase and autolysis. Crude enzymes were prepared from each fruiting body of Pleurotus sp. (from the immature stage to the autolysis stage) and the trehalase activities were measured at each growth stage. Trehalase activities sharply increased in autolysis stage. Trehalase was partially purified from fruiting bodies of the autolysis stage using various column chromatography and its properties were examined. The optimum temperature was 50 °C and the optimum pH was 4.5. In order to elucidate the localization of trehalase, fruit bodies of the autolysis stage were divided into the stipes and the pileuses, and the each trehalase activity was measured. High trehalase activities were found in the pileuses. Furthermore, in order to elucidate trehalase activities in autolysis more detail, the each fruiting body of autolysis progressing stages was finely divided into the stipes and the pileuses, and their activities were measured. The activities in the outer part of the pileuses were highest at the initial stage of autolysis and the activities shifted from the outer side to the inner side of the pileuses according to the progress of autolysis.

We study the angular correlation function of bright (Ks ≤ 19.5) Extremely Red Objects (EROs) selected in the Subaru GTO 2 deg2 field. By applying the color selection criteria of R − Ks > 5.0, 5.5, and 6.0, we identify 9055, 4270, and 1777 EROs, respectively. The number density is consistent with similar studies on the optical − NIR color selected red galaxies. The angular correlation functions are derived for EROs with different limiting magnitude and different R −Ks color cut. When we assume that the angular correlation function w() follows a form of a power-law (i.e., w() = A−), the value of the amplitude A was larger for brighter EROs compared to the fainter EROs. The result suggests that the brighter, thus more massive high-redshift galaxies, are clustered more strongly compared to the less massive galaxies. Assuming that EROs have redshift distribution centered at hzi ∼ 1.1 with z = 0.15, the spatial correlation length r0 of the EROs estimated from the observed angular correlation function ranges ∼ 6-10 h−1Mpc. A comparison with the clustering of dark matter halos in numerical simulation suggests that the EROs are located in most massive dark matter halos and could be progenitors of L∗ elliptical galaxies.

The telescope to be onboard SPICA (Space Infrared Telescope for Cosmology and Astrophysics) has an aperture diameter of 2.5 m and its imaging performance is to be diffraction-limited at a wavelength of 20 μm at the operating temperature of <8 K. Because manufacturing precise autocollimating at mir- rors (ACFs) with sizes comparable to the SPICA telescope is not technically feasible, we plan to use sub-aperture stitching interferometry through ACFs for optical testing of the telescope. We have verified the applicability of the sub-aperture stitching technique to the SPICA telescope by performing stitching experiments in a vacuum at a room temperature, using the 800-mm telescope and a 300-mm ACF. We have also developed a new method to reduce uncertainties possibly caused by cryogenic and gravitational deformations of ACFs.

We present project updates of the next-generation infrared space mission SPICA (Space Infrared Tele- scope for Cosmology and Astrophysics) as of November 2015. SPICA is optimized for mid- and far-infrared astronomy with unprecedented sensitivity, which will be achieved with a cryogenically cooled (below 8 K), large (2.5 m) telescope. SPICA is expected to address a number of key questions in various fields of astrophysics, ranging from studies of the star-formation history in the universe to the formation and evolution of planetary systems. The international collaboration framework of SPICA has been revisited. SPICA under the new framework passed the Mission Definition Review by JAXA in 2015. A proposal under the new framework to ESA is being prepared. The target launch year in the new framework is 2027/28.

We analyzed spectral data of the astrophysical diuse emission obtained with the low-resolution spec- troscopy mode on the AKARI InfraRed Camera (IRC) in the 1.8-5.3 μm wavelength region. Advanced reduction methods specialized for slit spectroscopy of diuse sky spectra have been developed, and a catalog of 278 spectra of the diffuse sky covering a wide range of Galactic and ecliptic latitudes was constructed. Using this catalog, two other major foreground components, the zodiacal light (ZL) and the diuse Galactic light (DGL), were separated and subtracted by taking correlations with ZL brightness es- timated by the DIRBE ZL model and with the 100 μm dust thermal emission, respectively. The isotropic emission was interpreted as the extragalactic background light (EBL), which shows significant excess over the integrated light of galaxies at <4 μm.

We propose a cosmological survey to probe star formation and nuclear activity in galaxies at redshifts of z=2-4 by polycyclic aromatic hydrocarbon (PAH) features using the SPICA mid-infrared instrument (SMI) with a spectral resolution of R=20. We will cover a wavelength range of 20-36 μm that corresponds to z=2-4 for the PAH features (11.3, 7.7, and 6.2 μm). The sensitivity will be 1 X 10-19 W/m2 (5 σ) in case of a reference survey that covers 4 arcmin2 field in a one-hour observation. It corresponds to LIR=2 X 1011 L⊙ at z=3 and will give us more than 10000 galaxies in a 450 hour survey.

Properties of ULIRGs (Ultra Luminous InfraRed Galaxies) are important to understand the cosmic star formation history. To investigate their properties up to z=0.3, we search for ULIRGs identified by using the AKARI/FIS Bright Source Catalogue and the WISE All-Sky catalog. By matching the AKARI 90 μm catalogue with the WISE catalog, we selected 3,452 galaxies. Additionally, combined with the SDSS DR10 spectroscopic data, we selected 952 galaxies with spec-z. We then computed total infrared luminosities using SED fitting technique, and identied 31 ULIRGs, 561 LIRGs and 344 IRGs. For these galaxies, we found an indication that ULIRGs selected by AKARI change the SED shape with redshift (z = 0.1 - 0.3).

The AKARI NEP Deep Field Survey is an international multiwavelength survey over 0.4 deg2 of the sky. This is the deepest survey made by the InfraRed Camera (IRC) of the infrared astronomical satellite AKARI with 9 filters continuously covering the 2-25 μm range, including three filters in the Spitzer gap between the IRAC and MIPS coverages. This enabled us to make sensitive MIR detection of AGN candidates at z~ 1, based on hot dust emission in the AGN torus. It is also eficient in detecting highly obscured Compton-thick AGN population. In this article, we report the rst results of X-ray observations on this eld. The field was covered by 15 overlapping Chandra ACIS-I observations with a total exposure of ~300 ks, detecting  450 X-ray sources. We utilize rest-frame stacking analysis of the MIR AGN candidates that are not detected individually. Our preliminary analysis shows a marginal detection of the rest-frame stacked Fe Kα line from our strong Compton-thick candidates.

The extragalactic background suggests half the energy generated by stars was reprocessed into the infrared (IR) by dust. At z1.3, 90% of star formation is obscured by dust. To fully understand the cosmic star formation history, it is critical to investigate infrared emission. AKARI has made deep mid-IR observation using its continuous 9-band filters in the NEP field (5.4 deg2), using 10% of the entire pointed observations available throughout its lifetime. However, there remain 11,000 AKARI infrared sources undetected with the previous CFHT/Megacam imaging (r ~25.9ABmag). Redshift and IR luminosity of these sources are unknown. These sources may contribute signicantly to the cosmic star-formation rate density (CSFRD). For example, if they all lie at 1< z <2, the CSFRD will be twice as high at the epoch. We are carrying out deep imaging of the NEP eld in 5 broad bands (g; r; i; z; and y) using Hyper Suprime-Camera (HSC), which has 1.5 deg field of view in diameter on Subaru 8m telescope. This will provide photometric redshift information, and thereby IR luminosity for the previously-undetected 11,000 faint AKARI IR sources. Combined with AKARI's mid-IR AGN/SF diagnosis, and accurate mid- IR luminosity measurement, this will allow a complete census of cosmic star-formation/AGN accretion history obscured by dust.

There exists strong evidence supporting the co-evolution of central supermassive black holes and their host galaxies; however it is still under debate how such a relation comes about and whether it is relevant for all or only a subset of galaxies. An important mechanism connecting AGN to their host galaxies is AGN feedback, potentially heating up or even expelling gas from galaxies. AGN feedback may hence be responsible for the eventual quenching of star formation and halting of galaxy growth. A rich multi- wavelength dataset ranging from the X-ray regime (Chandra), to far-IR (Herschel), and radio (WSRT) is available for the North Ecliptic Pole field, most notably surveyed by the AKARI infrared space telescope, covering a total area on the sky of 5.4 sq. degrees. We investigate the star formation properties and possible signatures of radio feedback mechanisms in the host galaxies of 237 radio sources below redshift z = 2 and at a radio 1.4 GHz ux density limit of 0.1 mJy. Using broadband SED modelling, the nuclear and host galaxy components of these sources are studied simultaneously as a function of their radio luminosity. Here we present results concerning the AGN content of the radio sources in this eld, while also offering evidence showcasing a link between AGN activity and host galaxy star formation. In particular, we show results supporting a maintenance type of feedback from powerful radio-jets.

Using the InfraRed Camera (IRC) on board the infrared astronomical satellite AKARI we study the 3.3 μm polycyclic aromatic hydrocarbon (PAH) feature and its connection to active galactic nucleus (AGN) properties for a sample of 54 hard X-ray selected bright AGN, including both Seyfert 1 and Seyfert 2 type objects. The sample is selected from the 9-month Swift/BAT survey in the 14-195 keV band and all of the sources have known neutral hydrogen column densities (NH). The 3.3 μm PAH luminosity (L3:3μm) is used as a proxy for star-formation (SF) activity and hard X-ray luminosity (L14-195keV) as an indicator of the AGN power. We explore for possible dierence of SF activity between type 1 (un-absorbed) and type 2 (absorbed) AGN. We use several statistical analyses taking the upper-limits of the PAH lines into account utilizing survival analysis methods. The results of our log(L14-195keV) versus log(L3:3μm) regression shows a positive correlation and the slope for the type 1/unobscured AGN is steeper than that of type 2/obscured AGN at a 3σ level. Also our analysis shows that the circum-nuclear SF is more enhanced in type 2/absorbed AGN than type 1/un-absorbed AGN for low L14-195keV luminosity/low Eddington ratio AGN, while there is no significant dependence of SF activity on the AGN type in the high L14-195keV luminosities/Eddington ratios.