Neuromarketing and consumer neuroscience:contributions to neurology

Background: 'Neuromarketing' is a term that has often been used in the media in recent years. These public discussions have generally centered around potential ethical aspects and the public fear of negative consequences for society in general, and consumers in particular. However, positive contributions to the scientific discourse from developing a biological model that tries to explain context-situated human behavior such as consumption have often been neglected. We argue for a differentiated terminology, naming commercial applications of neuroscientific methods 'neuromarketing' and scientific ones 'consumer neuroscience'. While marketing scholars have eagerly integrated neuroscientific evidence into their theoretical framework, neurology has only recently started to draw its attention to the results of consumer neuroscience.Discussion: In this paper we address key research topics of consumer neuroscience that we think are of interest for neurologists; namely the reward system, trust and ethical issues. We argue that there are overlapping research topics in neurology and consumer neuroscience where both sides can profit from collaboration. Further, neurologists joining the public discussion of ethical issues surrounding neuromarketing and consumer neuroscience could contribute standards and experience gained in clinical research.Summary: We identify the following areas where consumer neuroscience could contribute to the field of neurology:. First, studies using game paradigms could help to gain further insights into the underlying pathophysiology of pathological gambling in Parkinson's disease, frontotemporal dementia, epilepsy, and Huntington's disease.Second, we identify compulsive buying as a common interest in neurology and consumer neuroscience. Paradigms commonly used in consumer neuroscience could be applied to patients suffering from Parkinson's disease and frontotemporal dementia to advance knowledge of this important behavioral symptom.Third, trust research in the medical context lacks empirical behavioral and neuroscientific evidence. Neurologists entering this field of research could profit from the extensive knowledge of the biological foundation of trust that scientists in economically-orientated neurosciences have gained.Fourth, neurologists could contribute significantly to the ethical debate about invasive methods in neuromarketing and consumer neuroscience. Further, neurologists should investigate biological and behavioral reactions of neurological patients to marketing and advertising measures, as they could show special consumer vulnerability and be subject to target marketing

Exploration of Shared Genetic Architecture Between Subcortical Brain Volumes and Anorexia Nervosa

In MRI scans of patients with anorexia nervosa (AN), reductions in brain volume are often apparent. However, it is unknown whether such brain abnormalities are influenced by genetic determinants that partially overlap with those underlying AN. Here, we used a battery of methods (LD score regression, genetic risk scores, sign test, SNP effect concordance analysis, and Mendelian randomization) to investigate the genetic covariation between subcortical brain volumes and risk for AN based on summary measures retrieved from genome-wide association studies of regional brain volumes (ENIGMA consortium, n = 13,170) and genetic risk for AN (PGC-ED consortium, n = 14,477). Genetic correlations ranged from − 0.10 to 0.23 (all p > 0.05). There were some signs of an inverse concordance between greater thalamus volume and risk for AN (permuted p = 0.009, 95% CI: [0.005, 0.017]). A genetic variant in the vicinity of ZW10, a gene involved in cell division, and neurotransmitter and immune system relevant genes, in particular DRD2, was significantly associated with AN only after conditioning on its association with caudate volume (pFDR = 0.025). Another genetic variant linked to LRRC4C, important in axonal and synaptic development, reached significance after conditioning on hippocampal volume (pFDR = 0.021). In this comprehensive set of analyses and based on the largest available sample sizes to date, there was weak evidence for associations between risk for AN and risk for abnormal subcortical brain volumes at a global level (that is, common variant genetic architecture), but suggestive evidence for effects of single genetic markers. Highly powered multimodal brain- and disorder-related genome-wide studies are needed to further dissect the shared genetic influences on brain structure and risk for AN

VirtualWire: Supporting Rapid Prototyping with Instant Reconfigurations of Wires in Breadboarded Circuits

Assembling circuits is a challenging and time consuming activity for novice makers, frequently resulting in incorrect placements of wires and components into breadboards. This results in errors that are difficult to identify and debug, and delays that hinder creating, exploring or reconfiguring circuit layouts. This paper presents VirtualWire, a tool that allows users to rapidly design and modify circuits in software and have these changes instantiated in real-time as electrical connections on a physical breadboard. To achieve this, VirtualWire dynamically translates circuit design files into physical connections inside a hardware switching matrix, which handles wiring across breadboard rows and to/from an embedded Arduino. The user can interactively test, tune, and share different circuit layouts for an Arduino shield, and once satisfied, can fabricate the circuit on a permanent substrate. Quantitative and qualitative user studies demonstrate that VirtualWire significantly reduces the time taken for (by 37%), and the number of errors made during (by 53%) circuit assembly, while also supporting users in creating readable, space-efficient and flexible layouts

SchemaBoard: Supporting correct assembly of schematic circuits using dynamic in-situ visualization

Assembling circuits on breadboards using reference designs is a common activity among makers. While tools like Fritzing offer a simplified visualization of how components and wires are connected, such pictorial depictions of circuits are rare in formal educational materials and the vast bulk of online technical documentation. Electronic schematics are more common but are perceived as challenging and confusing by novice makers. To improve access to schematics, we propose SchemaBoard, a system for assisting makers in assembling and inspecting circuits on breadboards from schematic source materials. SchemaBoard uses an LED matrix integrated underneath a working breadboard to visualize via light patterns where and how components should be placed, or to highlight elements of circuit topology such as electrical nets and connected pins. This paper presents a formative study with 16 makers, the SchemaBoard system, and a summative evaluation with an additional 16 users. Results indicate that SchemaBoard is effective in reducing both the time and the number of errors associated with building a circuit based on a reference schematic, and for inspecting the circuit for correctness after its assembly