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In the digital era, creativity is pivotal in marketing, particularly in advertising, where mobile short-video advertising (MSA) has surged in popularity. However, the mechanism of how advertising creativity influences consumer decision-making remains understudied. We scrutinize how MSAs’ creativity influences consumers' purchase and sharing intentions.

This study uses 40 selected creative MSAs to collect a total of 666 valid questionnaires.

The results show that the exertion of creativity in MSAs positively impacts consumer intentions through perceived surprises and mental simulation, with the optimal stimulus level moderating these effects.

Our findings provide practical recommendations for brands and advertisers, mainly in terms of the impact of advertising creativity on advertising content strategy, helping them to create effective advertising to capture market and traffic by focusing on the content (relevance) and format (novelty) of advertising.

This study conducted in-depth research using the cognitive-affective-behavior (CAB) paradigm, integrated with mental simulation theory and the optimum stimulation level theory. Innovatively, we developed a model of the consumer decision-making process based on creativity, which enhances the research on the mechanisms underlying the consumer decision-making process.

In recent decades, advancements in biosensors technology have made fluorescent biosensor pivotal for biomolecular recognition. This paper aims to provide an in-depth analysis of polymerase chain reaction (PCR) fluorescent biosensor detection technology for identifying Escherichia coli (E. coli), setting the stage for future developments in the field.

The review of literature on PCR fluorescent biosensor detection technology for E. coli over the past decades includes discussions on traditional biological fluorescent detection, quantitative PCR fluorescent detection and digital fluorescent detection technology.

Advancements in fluorescent biosensor technology enable precise measurement of fluorescent signals, and when integrated with microfluidic technology, produce compact, reagent-efficient digital sensor devices.

This paper provides a comprehensive review of recent fluorescent detection technology for pathogenic E. coli, assessing method efficiencies and offering insights to advance the field.

Guided by the cognitive-affective system theory of personality (CAPS), this study aims to investigate the parallel mediating effects of cognitive and affective cynicism on the relationship between illegitimate tasks and employees’ adaptive performance. It also proposes growth need strength as a moderating variable for relationships between illegitimate tasks and employees’ adaptive performance.

Using a time-lagged design, data were gathered from 330 frontline hotel employees in China.

The authors found that the presence of illegitimate tasks is negatively associated with employees’ adaptive performance, this relationship being mediated by cognitive and affective cynicism. Growth need strength weakens the negative impacts of cognitive and affective cynicism on employees’ adaptive performance. In addition, the indirect effect of illegitimate tasks on employees’ adaptive performance via cognitive and affective cynicism is stronger for employees with lower levels of growth need strength.

Hotel managers must heed the negative impact of illegitimate tasks. Furthermore, they should underscore the importance of promoting a harmonious and positive organizational culture and atmosphere. Naturally, hotel managers must also establish effective communication with employees, assisting them in fostering a desire for excellence in their work.

This study provides valuable insights for the hospitality industry by investigating how illegitimate tasks hold sway over hotel employees’ adaptive performance. The study uses a moderated dual-path model to uncover the mechanisms behind this impact and the influence of boundary conditions, thereby expanding the understanding of the topic.