Simple identification tools in FishBase

Simple identification tools for fish species were included in the FishBase information system from its inception. Early tools made use of the relational model and characters like fin ray meristics. Soon pictures and drawings were added as a further help, similar to a field guide. Later came the computerization of existing dichotomous keys, again in combination with pictures and other information, and the ability to restrict possible species by country, area, or taxonomic group. Today, www.FishBase.org offers four different ways to identify species. This paper describes these tools with their advantages and disadvantages, and suggests various options for further development. It explores the possibility of a holistic and integrated computeraided strategy

Decoding the consumer’s brain: Neural representations of consumer experience

Understanding consumer experience – what consumers think about brands, how they feel about services, whether they like certain products – is crucial to marketing practitioners. ‘Neuromarketing’, as the application of neuroscience in marketing research is called, has generated excitement with the promise of understanding consumers’ minds by probing their brains directly. Recent advances in neuroimaging analysis leverage machine learning and pattern classification techniques to uncover patterns from neuroimaging data that can be associated with thoughts and feelings. In this dissertation, I measure brain responses of consumers by functional magnetic resonance imaging (fMRI) in order to ‘decode’ their mind. In three different studies, I have demonstrated how different aspects of consumer experience can be studied with fMRI recordings. First, I study how consumers think about brand image by comparing their brain responses during passive viewing of visual templates (photos depicting various social scenarios) to those during active visualizing of a brand’s image. Second, I use brain responses during viewing of affective pictures to decode emotional responses during watching of movie-trailers. Lastly, I examine whether marketing videos that evoke s

Tools for identifying biodiversity: progress and problems

The correct identification of organisms is fundamental not only for the assessment and the conservation of biodiversity, but also in agriculture, forestry, the food and pharmaceutical industries, forensic biology, and in the broad field of formal and informal education at all levels. In this book, the reader will find short presentations of current and upcoming projects (EDIT, KeyToNature, STERNA, Species 2000, Fishbase, BHL, ViBRANT, etc.), plus a large panel of short articles on software, taxonomic applications, use of e-keys in the educational field, and practical applications. Single-access keys are now available on most recent electronic devices; the collaborative and semantic web opens new ways to develop and to share applications; the automatic processing of molecular data and images is now based on validated systems; identification tools appear as an efficient support for environmental education and training; the monitoring of invasive and protected species and the study of climate change require intensive identifications of specimens, which opens new markets for identification research