Internet Marketing

This course provides a semester-long look at the internet as a marketing medium. Through the study of case studies, past and recent articles, trend forecasts and other immersive experiences, this course will offer students a deeper understanding of the rise and role of internet and its vast landscape of mediums and platforms as a marketing communications medium and content delivery vehicle. Students will immerse themselves in the language and practices of internet marketing, analyzing the best practices (and not so best practices) of leading Fortune 500 and smaller, scrappier brands and demonstrate their proficiency in their underlying practices and principles through a series of projects, exams and presentations

Time-Evolving Dynamics in Brain Networks Forecast Responses to Health Messaging

Neuroimaging measures have been used to forecast complex behaviors, including how individuals change decisions about their health in response to persuasive communications, but have rarely incorporated metrics of brain network dynamics. How do functional dynamics within and between brain networks relate to the processes of persuasion and behavior change? To address this question, we scanned forty-five adult smokers using functional magnetic resonance imaging while they viewed antismoking images. Participants reported their smoking behavior and intentions to quit smoking before the scan and one month later. We focused on regions within four atlas-defined networks and examined whether they formed consistent network communities during this task (measured as allegiance). Smokers who showed reduced allegiance among regions within the default mode and frontoparietal networks also demonstrated larger increases in their intentions to quit smoking one month later. We further examined dynamics of the VMPFC, as activation in this region has been frequently related to behavior change. The degree to which VMPFC changed its community assignment over time (measured as flexibility) was positively associated with smoking reduction. These data highlight the value in considering brain network dynamics for understanding message effectiveness and social processes more broadly

Siglec receptors impact mammalian lifespan by modulating oxidative stress.

Aging is a multifactorial process that includes the lifelong accumulation of molecular damage, leading to age-related frailty, disability and disease, and eventually death. In this study, we report evidence of a significant correlation between the number of genes encoding the immunomodulatory CD33-related sialic acid-binding immunoglobulin-like receptors (CD33rSiglecs) and maximum lifespan in mammals. In keeping with this, we show that mice lacking Siglec-E, the main member of the CD33rSiglec family, exhibit reduced survival. Removal of Siglec-E causes the development of exaggerated signs of aging at the molecular, structural, and cognitive level. We found that accelerated aging was related both to an unbalanced ROS metabolism, and to a secondary impairment in detoxification of reactive molecules, ultimately leading to increased damage to cellular DNA, proteins, and lipids. Taken together, our data suggest that CD33rSiglecs co-evolved in mammals to achieve a better management of oxidative stress during inflammation, which in turn reduces molecular damage and extends lifespan

Global Brain Dynamics during Social Exclusion Predict Subsequent Behavioral Conformity

Individuals react differently to social experiences; for example, people who are more sensitive to negative social experiences, such as being excluded, may be more likely to adapt their behavior to fit in with others. We examined whether functional brain connectivity during social exclusion in the fMRI scanner can be used to predict subsequent conformity to peer norms. Adolescent males (n = 57) completed a two-part study on teen driving risk: a social exclusion task (Cyberball) during an fMRI session and a subsequent driving simulator session in which they drove alone and in the presence of a peer who expressed risk-averse or risk-accepting driving norms. We computed the difference in functional connectivity between social exclusion and social inclusion from each node in the brain to nodes in two brain networks, one previously associated with mentalizing (medial prefrontal cortex, temporoparietal junction, precuneus, temporal poles) and another with social pain (dorsal anterior cingulate cortex, anterior insula). Using predictive modeling, this measure of global connectivity during exclusion predicted the extent of conformity to peer pressure during driving in the subsequent experimental session. These findings extend our understanding of how global neural dynamics guide social behavior, revealing functional network activity that captures individual differences

HCVerso3: An Open-Label, Phase IIb Study of Faldaprevir and Deleobuvir with Ribavirin in Hepatitis C Virus Genotype-1b-Infected Patients with Cirrhosis and Moderate Hepatic Impairment

This study evaluated the interferon-free, oral combination of deleobuvir (non-nucleoside HCV NS5-RNA-polymerase inhibitor) and faldaprevir (HCV NS3/4A-protease inhibitor) with ribavirin in patients with HCV genotype-1b and moderate (Child-Pugh B [CPB], n = 17) or mild hepatic impairment (Child-Pugh A [CPA], n = 18). Patients received faldaprevir 120 mg and deleobuvir (600 mg [CPA], 400 mg [CPB]) twice-daily with weight-based ribavirin for 24 weeks. Baseline characteristics were similar between groups. Among CPA patients, 13/18 completed treatment; discontinuations were for adverse events (AEs, n = 1), lack of efficacy (n = 3) and withdrawal (n = 1). Among CPB patients, 8/17 completed treatment; discontinuations were for AEs (n = 6), withdrawal (n = 1) and 'other' (n = 2). Sustained virologic response at post-treatment Week 12 (SVR12) was achieved by 11 (61%) CPA patients (95% confidence interval: 38.6%-83.6%) and 9 (53%) CPB patients (95% confidence interval: 29.2%-76.7%), including most CPA (11/16) patients with Week 4 HCV RNA <25 IU.mL-1 (target detected or not detected) and most CPB (8/9) patients with Week 4 HCV RNA <25 IU.mL-1 (target not detected); 0/4 CPB patients with Week 4 HCV RNA <25 IU.mL-1 (target detected) achieved SVR12. The most common AEs in both groups were nausea, diarrhoea and vomiting. Serious AEs were observed in 9 (53%) CPB patients and 1 (6%) CPA patient. Plasma trough concentrations of deleobuvir and faldaprevir were not substantially different between the CPA and CPB groups. In conclusion, in this small study the safety and efficacy profiles for 24 weeks of treatment with faldaprevir+deleobuvir+ribavirin in patients with mild or moderate hepatic impairment were consistent with the safety and efficacy profile of this regimen in non-cirrhotic patients. Faldaprevir+deleobuvir+ribavirin resulted in SVR12 in 53-61% of patients: proportions achieving SVR4 but not SVR12 were higher than in non-cirrhotic patients and overall response rates were lower than rates reported with other all-oral regimens in patients with cirrhosis

Linking Emotional Reactivity Between Laboratory Tasks and Immersive Environments Using Behavior and Physiology

An event or experience can induce different emotional responses between individuals, including strong variability based on task parameters or environmental context. Physiological correlates of emotional reactivity, as well as related constructs of stress and anxiety, have been found across many physiological metrics, including heart rate and brain activity. However, the interdependances and interactions across contexts and between physiological systems are not well understood. Here, we recruited military and law enforcement to complete two experimental sessions across two different days. In the laboratory session, participants viewed high-arousal negative images while brain activity electroencephalogram (EEG) was recorded from the scalp, and functional connectivity was computed during the task and used as a predictor of emotional response during the other experimental session. In an immersive simulation session, participants performed a shoot-don’t-shoot scenario while heart rate electrocardiography (ECG) was recorded. Our analysis examined the relationship between the sessions, including behavioral responses (emotional intensity ratings, task performance, and self-report anxiety) and physiology from different modalities [brain connectivity and heart rate variability (HRV)]. Results replicated previous research and found that behavioral performance was modulated within-session based on varying levels of emotional intensity in the laboratory session (t(24) = 4.062, p &lt; 0.0005) and stress level in the simulation session (Z = 2.45, corrected p-value = 0.0142). Both behavior and physiology demonstrated cross-session relationships. Behaviorally, higher intensity ratings in the laboratory was related to higher self-report anxiety in the immersive simulation during low-stress (r = 0.465, N = 25, p = 0.019) and high-stress (r = 0.400, N = 25, p = 0.047) conditions. Physiologically, brain connectivity in the theta band during the laboratory session significantly predicted low-frequency HRV in the simulation session (p &lt; 0.05); furthermore, a frontoparietal connection accounted for emotional intensity ratings during the attend laboratory condition (r = 0.486, p = 0.011) and self-report anxiety after the high-stress simulation condition (r = 0.389, p = 0.035). Interestingly, the predictive power of the brain activity occurred only for the conditions where participants had higher levels of emotional reactivity, stress, or anxiety. Taken together, our findings describe an integrated behavioral and physiological characterization of emotional reactivity