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

The age of data-driven proteomics : how machine learning enables novel workflows

A lot of energy in the field of proteomics is dedicated to the application of challenging experimental workflows, which include metaproteomics, proteogenomics, data independent acquisition (DIA), non-specific proteolysis, immunopeptidomics, and open modification searches. These workflows are all challenging because of ambiguity in the identification stage; they either expand the search space and thus increase the ambiguity of identifications, or, in the case of DIA, they generate data that is inherently more ambiguous. In this context, machine learning-based predictive models are now generating considerable excitement in the field of proteomics because these predictive models hold great potential to drastically reduce the ambiguity in the identification process of the above-mentioned workflows. Indeed, the field has already produced classical machine learning and deep learning models to predict almost every aspect of a liquid chromatography-mass spectrometry (LC-MS) experiment. Yet despite all the excitement, thorough integration of predictive models in these challenging LC-MS workflows is still limited, and further improvements to the modeling and validation procedures can still be made. In this viewpoint we therefore point out highly promising recent machine learning developments in proteomics, alongside some of the remaining challenges

Naturally-Acquired Influenza-Specific CD4+ T-Cell Proliferative Responses Are Impaired in HIV-Infected African Adults

BACKGROUND Seasonal influenza has been associated with greater morbidity and mortality in AIDS patients. Highly-active antiretroviral therapy (HAART) has led to some reduction in influenza-related complications but the nature of naturally-acquired T-cell immunity to influenza virus in an African setting, and how this changes with immune reconstitution following HAART is unknown. We measured influenza-specific CD4(+) T-cell immunity in unimmunized HIV-infected Malawian adults and then investigated immune reconstitution following HAART. METHODS Peripheral blood mononuclear cells were isolated from HIV-infected and HIV-uninfected Malawian adults. CFSE proliferation and CD154 expression flow cytometry-based assays were used to measure influenza-specific CD4(+) T-cell immunity. RESULTS We found lower naturally-acquired proliferative influenza-specific CD4(+) T-cell responses in AIDS patients that was also present in asymptomatic HIV-infected adults with relatively high CD4 counts (>350 cells/µl). Influenza-specific CD4(+) T-cell immune reconstitution in HIV-infected patients on HAART for 12 months was poor despite a marked reduction in viral load and an increase in CD4 count. This poor immune reconstitution was characterised by a low influenza-specific proliferative CD4(+) T-cell response and reduced proportions of CD154-expressing influenza-specific CD4(+) T-cells in peripheral blood. CONCLUSION Our data suggest that asymptomatic HIV-infected adults may also be at risk of influenza-related complications and that HAART alone may not circumvent this risk in AIDS patients. This study highlights the need to identify possible interventions early in HIV infection to reduce the risk of influenza and to intensify influenza surveillance in these susceptible African populations

Visibility Graph Analysis of Heartbeat Time Series: Comparison of Young vs. Old, Healthy vs. Diseased, Rest vs. Exercise, and Sedentary vs. Active

Using the visibility graph algorithm (VGA), a complex network can be associated with a time series, such that the properties of the time series can be obtained by studying those of the network. Any value of the time series becomes a node of the network, and the number of other nodes that it is connected to can be quantified. The degree of connectivity of a node is positively correlated with its magnitude. The slope of the regression line is denoted by k-M, and, in this work, this parameter was calculated for the cardiac interbeat time series of different contrasting groups, namely: young vs. elderly; healthy subjects vs. patients with congestive heart failure (CHF); young subjects and adults at rest vs. exercising young subjects and adults; and, finally, sedentary young subjects and adults vs. active young subjects and adults. In addition, other network parameters, including the average degree and the average path length, of these time series networks were also analyzed. Significant differences were observed in the k-M parameter, average degree, and average path length for all analyzed groups. This methodology based on the analysis of the three mentioned parameters of complex networks has the advantage that such parameters are very easy to calculate, and it is useful to classify heartbeat time series of subjects with CHF vs. healthy subjects, and also for young vs. elderly subjects and sedentary vs. active subjects

Contribución a la institucionalización de los procesos de participación ciudadana: manuales para el personal responsable de la promoción

En este PAP se colaboró con personal del Gobierno Municipal de Tlajomulco de Zúñiga para la realización de una propuesta de capacitación a los coordinadores sociales, agentes y delegados de la Coordinación de Participación Ciudadana