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Marketing researchers have questioned the use of the fear appeal, believing it to be too difficult to implement properly. AIDS, drug abuse, and other social problems have caused practitioners to return to the fear appeal, but with little direction from marketing theory. The protection motivation paradigm offers a prescriptive model to improve the effectiveness of the fear appeal. The authors propose and empirically test several changes to the PM model. Results indicate that fear appeals should present certain material in a specified order and attack maladaptive behaviors.

Half a century of research on celebrity endorsement has led to the advancement of four grand celebrity endorsement theories. Most scholars have adopted the meaning transfer model, proposed 30 years ago by Grant McCracken, as the most appropriate theory to explain effective celebrity endorsements. In this conceptual study, we present a literature search and analysis that finds strong support for the validity of all four grand endorsement theories (source credibility, source attractiveness, match-up hypothesis, and meaning transfer model) and thus show that each theory constitutes an effective construct for a particular set of endorsements. We argue that, contrary to the assertion in the literature, no single theory is able to holistically explain celebrity endorsements. Only a comprehensive framework comprising all theories can explain the great variety of different celebrity endorsements executed in advertising praxis. Moreover, we present a prescriptive framework that allows marketers to identify the most effective celebrity endorsement strategy based on a product's or brand's value proposition, as we believe traditional product categories are no longer an appropriate concept on which to base an effective advertising strategy. K E Y W O R D Sadvertising psychology, brand attitude, branding, campaign strategy, celebrity endorsement, consumer behavior, consumer psychology, endorsement strategy, marketing

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Interest in building dedicated quantum information science and engineering (QISE) education programs has greatly expanded in recent years. These programs are inherently convergent, complex, often resource intensive and likely require collaboration with a broad variety of stakeholders. In order to address this combination of challenges, we have captured ideas from many members in the community. This manuscript not only addresses policy makers and funding agencies (both public and private and from the regional to the international level) but also contains needs identified by industry leaders and discusses the difficulties inherent in creating an inclusive QISE curriculum. We report on the status of eighteen post-secondary education programs in QISE and provide guidance for building new programs. Lastly, we encourage the development of a comprehensive strategic plan for quantum education and workforce development as a means to make the most of the ongoing substantial investments being made in QISE.

Shape control is a critical task in the composite fuselage assembly process due to the dimensional variabilities of incoming fuselages. To realize fuselage shape adjustment, actuators are used to pull or push several points on a fuselage. Given a fixed number of actuators, the locations of actuators on a fuselage will impact on the effectiveness of shape control. Thus, it is important to determine the optimal placement of actuators in the fuselage shape control problem. In current practice, the actuators are placed with equal distance along the edge of a fuselage without considering its incoming dimensional shape. Such practice has two limitations: (1) it is non-optimal and (2) larger actuator forces may be applied for some locations than needed. This paper proposes an optimal actuator placement methodology for efficient composite fuselage shape control by developing a sparse learning model and corresponding parameter estimation algorithm. The case study shows that our proposed method achieves the optimal actuator placement for shape adjustments of the composite fuselage.