Effects of Aqueous Extract of Unpolished Dark Purple Glutinous Rice, Var Luem Pua, on ROS in SK-N-SH Cells and Scopolamine-induced Memory Deficit in Mice

Purpose: To investigate the antioxidative and memory-enhancing effects of aqueous extract of unpolished Thai rice strain of Luem Pua (LP) in SK-N-SH cells and scopolamine-induced memory deficit in mice.Methods: In SK-N-SH cells, viability was measured by 3-(4,5-dimethylthiazol-2-yl)-2,5- diphenyltetrazolium bromide (MTT) assay while intracellular reactive oxygen species (ROS) levels were quantified after pretreatment with LP (0, 200, 600 and 1000 μg/mL) in the presence of hydrogen peroxide (H2O2). In mice, memory was impaired by injecting 2 mg/kg/day scopolamine, for 18 consecutive days. On each day, mice were also force-fed with LP 0, 90 or 180 mg/kg. On the last 5 days of treatment, memory was tested using passive avoidance (PA) and Morris water maze (MWM) tests.Results: At concentration up to 1,000 μg/mL LP had no effect on SK-N-SH cell viability and significantly reduce intracellular ROS levels of SK-N-SH cells with or without H2O2. Mice that received 90 or 180 mg/kg LP showed a significant decrease in latency time in PA test and an increase in escape latency time in MWM test. These  data suggest that LP antagonizes the effect of scopolamine on memory.Conclusion: LP extract has anti-oxidative and memory-enhancing effects in cell culture and mice. The rice may be a nutraceutical helpful for promoting brain health. Keywords: Dark purple rice, Leum Pua rice, Reactive oxygen species, Memory, Scopolamine, Cell cultur

Ipomoea batatas (L.) Lam.: a rich source of lipophilic phytochemicals

The lipophilic extracts from the storage root of 13 cultivars of sweet potato (Ipomoea batatas (L.) Lam.) were evaluated by gas chromatography-mass spectrometry with the aim to valorize them and offer information on their nutritional properties and potential health benefits. The amount of lipophilic extractives ranged from 0.87 to 1.32% dry weight. Fatty acids and sterols were the major families of compounds identified. The most abundant saturated and unsaturated fatty acids were hexadecanoic acid (182-428 mg/kg) and octadeca-9,12-dienoic acid (133-554 mg/kg), respectively. β-Sitosterol was the principal phytosterol, representing 55.2-77.6% of this family, followed by campesterol. Long-chain aliphatic alcohols and α-tocopherol were also detected but in smaller amounts. The results suggest that sweet potato should be considered as an important dietary source of lipophilic phytochemicals.info:eu-repo/semantics/publishedVersio

Predicting online channel use in a multichannel environment: a case study

Purpose - The purpose of this paper is to develop and empirically test a conceptual model to predict the determinants of online channel use in a multi-channel environment. Design/methodology/approach - A case study of a free, multi-channel entertainment magazine is used to statistically analyse a proposed model of customers' channel use (n=224) using an online survey of real consumers. Findings - The findings in the paper confirm a number of determinants of consumer attitudes. Subjective norms and consumer attitudes positively affect behavioural intention to use and intentions directly relate to actual use. The results also indicate that three constructs (i.e. enjoyment, marketing efforts and age), one from each three main determinant groups (i.e. marketing variables, individual difference variables and channel attributes), are likely to be an accurate predictor of consumer attitudes. Practical implications - The paper shows that enjoyment was an important factor among the younger, socially aware and somewhat hedonistically-oriented consumers of the magazine. Firms should track consumer preferences from registration and then should try to create activities that give consumers enjoyment. Linking together of marketing efforts is very important. Advertising can be a great opportunity to grow online operations. Search engines and the use of incentives (prizes) can be useful in this regard. Firms should also advertise their web site through the offline channel or any places that can reach target consumers. A good mix of offline and online advertising can present a message and reinforce it for consumers in different channels. Originality/value - This paper contributes towards understanding consumer behaviour in the online channel use context in a multi-channel environment