Neuromarketing: Deep Motivations of the Consumer in Premium Range Cars in the City of Riobamba

In a society where information and knowledge have become essential cornerstones of economic development, it is important that companies allocate the necessary resources to evaluate studies based on consumer behavior and the psychological aspects that influence purchasing decisions. For this reason, this research aimed to understand the motivations of consumers, and the symbolic emotional relationship between the consumer and the brand and model of Premium Range cars in the city of Riobamba. With the advancement of marketing and its link with the study of neuroscience, efficient tools have been developed that allow us to better understand the reasons why people acquire a vehicle. This research had a quasi-experimental design and employed qualitative and quantitative approaches through using biometric equipment including eye tracking. It was determined that there were conscious and unconscious factors that influenced consumers when deciding between makes and models in acquiring a Premium Range vehicle. Personality was key in defining the brand preferred and the model chosen. Keywords: neoroscience, neuromarketing, consumer behavior, insights, eye tracking. Resumen En una sociedad en donde la información y el conocimiento se han convertido en vértices esenciales para el desarrollo económico, resulta importante que las empresas realicen o asignen los recursos necesarios para efectuar estudios en base al comportamiento del consumidor, así como, los aspectos psicológicos que influyen en su decisión de compra. Por eso, esta investigación tiene como objetivo conocer el análisis de las motivaciones profundas y verdaderas, y la relación simbólica emocional entre el cliente o consumidor con la marca y el modelo de automóviles de Gama Premium en la ciudad de Riobamba. Es claro que, con el avance del marketing y su vinculación con el estudio de la neurociencia, se han desarrollado herramientas eficientes que permiten conocer de mejor manera las razones del por qué y para qué las personas adquieren un vehículo. Por tanto, esta investigación tiene un diseño cuasi experimental, por la utilización de un equipo biométrico como lo es el eye tracking, el cual es eficiente para este tipo de investigaciones que permite establecer un enfoque de investigación cualitativo y cuantitativo con un nivel exploratorio y descriptivo. En este caso, la utilidad de la investigación radica en que existen factores motivacionales conscientes e inconscientes que influyen en el momento de adquirir un vehículo de la Gama Premium en la ciudad de Riobamba, siendo estos la marca y el modelo, los mismos que vinculan un efecto de ostentación en las personas, donde se define que la marca que prefieres y el modelo que eliges define una personalidad, brindando a la empresa una idea creativa de marketing. Palabras clave: neurociencia, neuromarketing, comportamiento del consumidor, motivaciones profundas, eye tracking

Injerto autólogo cubital como complemento a una mandibulectomía parcial para el tratamiento de un tumor de células escamosas

Se presenta un caso clínico de un tumor de células escamosas en la cavidad oral del perro, resuelto mediante mandibulectomía parcial combinada con la implantación de un injerto óseo autólogo. En la evolución tras 30 meses no ha presentado recidivas ni metástasis

Increased nutrients from aeolian-dust and riverine origin decrease the CO2-sink capacity of coastal South Atlantic waters under UVR exposure

Increases in ultraviolet radiation (UVR) levels due to the ongoing stratification of water bodies and higher nutrient concentrations either through riverine or aeolian-dust-inputs are expected in the near future in coastal surface waters. Here, we combined remote-sensing data of particulate organic carbon (POC; 1997–2016 period), observational data of solar radiation (1999–2015 period), and a mid-term experimental approach with coastal plankton communities from South Atlantic Ocean (SAO) to test how the interaction between increased nutrients by riverine and aeolian-dust inputs and high UVR may alter the community dynamics and the CO2 sink capacity of these ecosystems in the future. Our results show a decline ∼ 27% in the sink capacity of the coastal ecosystems regardless of the nutrient source considered and under high UVR levels. This decreased CO2 uptake was coupled with a high dynamic photoinhibition and dark recovery of photosystem II and shifts in the community structure toward the dominance by nano-flagellates. Moreover, remote-sensing data also evidences an incipient tipping point with decreasing POC values in this area over the annual planktonic succession. Therefore, we propose that to continue this climate and human-mediated pressure, these metabolic responses could be strengthened and extended to other productive coastal areas.Fil: Cabrerizo, Marco J.. Universidad de Granada; España. Fundación Playa Unión. Estación de Fotobiología Playa Unión; ArgentinaFil: Carrillo, Presentación. Universidad de Granada; EspañaFil: Villafañe, Virginia Estela. Fundación Playa Unión. Estación de Fotobiología Playa Unión; Argentina. Consejo Nacional de Investigaciones Científicas y Técnicas; ArgentinaFil: Medina Sánchez, Juan Manuel. Universidad de Granada; EspañaFil: Helbling, Eduardo Walter. Consejo Nacional de Investigaciones Científicas y Técnicas; Argentina. Fundación Playa Unión. Estación de Fotobiología Playa Unión; Argentin

Multiple interacting environmental drivers reduce the impact of solar UVR on primary productivity in Mediterranean lakes

Increases in rainfall, continental runoff, and atmospheric dust deposition are reducing water transparency in lakes worldwide (i.e. higher attenuation Kd). Also, ongoing alterations in multiple environmental drivers due to global change are unpredictably impacting phytoplankton responses and lakes functioning. Although both issues demand urgent research, it remains untested how the interplay between Kd and multiple interacting drivers affect primary productivity ( Pc). We manipulated four environmental drivers in an in situ experiment—quality of solar ultraviolet radiation (UVR), nutrient concentration (Nut), CO2 partial pressure ( CO2), and light regime (Mix)—to determine how the Pc of nine freshwater phytoplankton communities, found along a Kd gradient in Mediterranean ecosystems, changed as the number of interacting drivers increased. Our findings indicated that UVR was the dominant driver, its effect being between 3–60 times stronger, on average, than that of any other driver tested. Also, UVR had the largest difference in driver magnitude of all the treatments tested. A future UVR × CO2 × Mix × Nut scenario exerted a more inhibitory effect on Pc as the water column became darker. However, the magnitude of this synergistic effect was 40–60% lower than that exerted by double and triple interactions and by UVR acting independently. These results illustrate that although future global-change conditions could reduce Pc in Mediterranean lakes, multiple interacting drivers can temper the impact of a severely detrimental driver (i.e. UVR), particularly as the water column darkens.Ministerio de Economía y Competividad (MINECO)European Union (EU) MICROSENSCGL2011-23681 METAS-CGL2015-67682-RMedio Ambiente, Rural, y Marino PN2009/067Junta de Andalucía CVI-02598 P09-RNM-5376Fundación Playa Unión (Argentina)Juan de la Cierva-Formacion from the Ministerio de Ciencia, Innovación y Universidades FJCI2017-32318Postdoctoral contract "Contrato Puente" from Plan Propio (FP7/2017) of the University of GranadaMETAS projec

Pliocene sigmodontine rodents (Mammalia: Cricetidae) in northernmost South America: test of biogeographic hypotheses and revised evolutionary scenarios

We document the first occurrence of Sigmodontinae (Mammalia, Rodentia, Cricetidae) from the Pliocene of northern South America, from the San Gregorio Formation of northwestern Venezuela. The recovered isolated molars are identified as Oligoryzomys sp. and Zygodontomys sp., two currently widespread sigmodontines in South America. These records constitute the oldest representatives of these genera, potentially new species, and the first Pliocene occurrence for Oryzomyini and the whole subfamily outside Argentina. Hypotheses on the historical biogeography of sigmodontines have been constructed almost exclusively using genetic data and the fossils we report provide a new kind of evidence. The occurrence of Oligoryzomys sp. and Zygodontomys sp. in Venezuela provides novel information for the diversification models suggested for Oligoryzomys, by supporting a potential eastern corridor of open environments from northern to southern South America. The presence of sigmodontines from the locality home of the new reports, Norte Casa Chiguaje, is consistent with the palaeoenvironmental conditions originally proposed for it based on mammals and botanical records, being characterized as mixed open grassland/forest areas surrounding permanent freshwater systems. The new sigmodontine evidence is used to discuss the putative scenarios of the ancient evolution of the subfamily in South America, favouring a model in which open areas (savannahs) to the east of the Andes played crucial role aiding or obstructing Late Miocene-Pliocene sigmodontine dispersion southwards

Sources of Cosmic Dust in the Earth's Atmosphere

There are four known sources of dust in the inner solar system: Jupiter Family comets, Asteroids, Halley Type comets, and Oort Cloud comets. Here we combine the mass, velocity and radiant distributions of these cosmic dust populations from an astronomical model with a chemical ablation model to estimate the injection rates of Na and Fe into the Earth's upper atmosphere, as well as the flux of cosmic spherules to the surface. Comparing these parameters to lidar observations of the vertical Na and Fe fluxes above 87.5 km, and the measured cosmic spherule accretion rate at South Pole, shows that Jupiter Family Comets contribute (80 ± 17) % of the total input mass (43 ± 14 t d¯¹), in good accord with COBE and Planck observations of the Zodiacal Cloud

Saharan dust inputs and high UVR levels jointly alter the metabolic balance of marine oligotrophic ecosystems

The metabolic balance of the most extensive bioma on the Earth is a controversial topic of the global-change research. High ultraviolet radiation (UVR) levels by the shoaling of upper mixed layers and increasing atmospheric dust deposition from arid regions may unpredictably alter the metabolic state of marine oligotrophic ecosystems. We performed an observational study across the south-western (SW) Mediterranean Sea to assess the planktonic metabolic balance and a microcosm experiment in two contrasting areas, heterotrophic nearshore and autotrophic open sea, to test whether a combined UVR × dust impact could alter their metabolic balance at mid-term scales. We show that the metabolic state of oligotrophic areas geographically varies and that the joint impact of UVR and dust inputs prompted a strong change towards autotrophic metabolism. We propose that this metabolic response could be accentuated with the global change as remote-sensing evidence shows increasing intensities, frequencies and number of dust events together with variations in the surface UVR fluxes on SW Mediterranean Sea. Overall, these findings suggest that the enhancement of the net carbon budget under a combined UVR and dust inputs impact could contribute to boost the biological pump, reinforcing the role of the oligotrophic marine ecosystems as CO2 sinks.This work was funded by the Ministerio Español de Ciencia e Innovación (CGL2011–23681 and CGL2015-67682-R), and Campus de Excelencia Internacional del Mar (CeiMar). M.J.C. and J.M.G.-O. were supported by the Spanish Government Fellowship “Formación de Profesorado Universitario” (FPU12/01243 and FPU14/00977, respectively)