Le basi neurologiche del rapporto tra il consumatore e la marca. Il contributo del neuro-imaging alle ricerche di marketing

Consumer develop very tight relationships with brands. In many cases, consumers develop positive relationships with their preferred brands and goods. In some of these cases true “love” relationship may occur. Sometimes, also negative relationships arise, often as a reaction toward unsatisfactory experiences, bad practices, etc. Companies aim at developing strong and positive emotional relationships between their brands and their customers. When they succeed, the brand is immediately recognized, it elicits positive affective responses, it is more difficult to be substituted for by competitors. The aim of the present study is to measure behavioral and emotional brain responses to covert visual recognition of brands. Functional magnetic resonance imaging (fMRI) was used to measure brain activity in 15 healthy subjects (7 females, 23-33 years) that were exposed to four stimulus types: coloured scrambled pictures, coloured squares, brand logos, and IAPS pictures with positive and negative valence scores. Sixty-three popular brands were selected among 8 different product categories. Two specific patterns of activation emerged for like (amygdale) and dislike brands (anterior medial cingulate, left inferior frontal gyrus, left middle temporal gyrus, medial cuneus). Implications for interpreting the role of brands in consumer mental processes are given, with special reference to the asymmetry between positive and negative evaluations

Implementation of the Damages Directive in England & Wales

The Dossier discusses the questions arising from the need to implement the EU Damages Directive 2014/104/EU in several European Member States. My contribution focuses on the need for implementation in England & Wales

Precessing jets from a moving source and bright X-ray filaments in galaxy clusters

We present hydrodynamical calculations carried out with the 3D yguazu-a code of a precessing jet model, which interacts with a plane parallel wind. This scenario describes an extragalactic jet, in which the jet source is in motion with respect to the surrounding intra-cluster medium. From the numerical results, synthetic emission maps and spectra in X-ray band were obtained. We compare these predictions with observations of the radio jets emanating from the radio-galaxy 4C 26.42 (in the Abell 1795 galaxy cluster). We find that the general morphology of the radio jets can be described by a point-symmetric precessing jet system interacting with a plane parallel wind (i.e., the intra-cluster medium flowing past the galaxy). We also find that our synthetic X-ray emission maps reproduce the observed large scale structures (with sizes of the order of tens of kpc).Comment: Accepted for publication in A&A - 7 Pages, 6 figure

Eight weddings and six funerals: An fMRI study on autobiographical memories

\u201cAutobiographical memory\u201d (AM) refers to remote memories from one's own life. Previous neuroimaging studies have highlighted that voluntary retrieval processes from AM involve different forms of memory and cognitive functions. Thus, a complex and widespread brain functional network has been found to support AM. The present functional magnetic resonance imaging (fMRI) study used a multivariate approach to determine whether neural activity within the AM circuit would recognize memories of real autobiographical events, and to evaluate individual differences in the recruitment of this network. Fourteen right-handed females took part in the study. During scanning, subjects were presented with sentences representing a detail of a highly emotional real event (positive or negative) and were asked to indicate whether the sentence described something that had or had not really happened to them. Group analysis showed a set of cortical areas able to discriminate the truthfulness of the recalled events: medial prefrontal cortex, posterior cingulate/retrosplenial cortex, precuneus, bilateral angular, superior frontal gyri, and early visual cortical areas. Single-subject results showed that the decoding occurred at different time points. No differences were found between recalling a positive or a negative event. Our results show that the entire AM network is engaged in monitoring the veracity of AMs. This process is not affected by the emotional valence of the experience but rather by individual differences in cognitive strategies used to retrieve AMs

Regional Delta Waves In Human Rapid Eye Movement Sleep.

Although the EEG slow wave of sleep is typically considered to be a hallmark of nonrapid eye movement (NREM) sleep, recent work in mice has shown that slow waves can also occur in REM sleep. Here, we investigated the presence and cortical distribution of negative delta (1-4 Hz) waves in human REM sleep by analyzing high-density EEG sleep recordings obtained in 28 healthy subjects. We identified two clusters of delta waves with distinctive properties: (1) a frontal-central cluster characterized by ∼2.5-3.0 Hz, relatively large, notched delta waves (so-called "sawtooth waves") that tended to occur in bursts, were associated with increased gamma activity and rapid eye movements (EMs), and upon source modeling displayed an occipital-temporal and a frontal-central component and (2) a medial-occipital cluster characterized by more isolated, slower (<2 Hz), and smaller waves that were not associated with rapid EMs, displayed a negative correlation with gamma activity, and were also found in NREM sleep. Therefore, delta waves are an integral part of REM sleep in humans and the two identified subtypes (sawtooth and medial-occipital slow waves) may reflect distinct generation mechanisms and functional roles. Sawtooth waves, which are exclusive to REM sleep, share many characteristics with ponto-geniculo-occipital waves described in animals and may represent the human equivalent or a closely related event, whereas medial-occipital slow waves appear similar to NREM sleep slow waves.SIGNIFICANCE STATEMENT The EEG slow wave is typically considered a hallmark of nonrapid eye movement (NREM) sleep, but recent work in mice has shown that it can also occur in REM sleep. By analyzing high-density EEG recordings collected in healthy adult individuals, we show that REM sleep is characterized by prominent delta waves also in humans. In particular, we identified two distinctive clusters of delta waves with different properties: a frontal-central cluster characterized by faster, activating "sawtooth waves" that share many characteristics with ponto-geniculo-occipital waves described in animals and a medial-occipital cluster containing slow waves that are more similar to NREM sleep slow waves. These findings indicate that REM sleep is a spatially and temporally heterogeneous state and may contribute to explaining its known functional and phenomenological properties

A statistical approach to detect protein complexes at X-ray free electron laser facilities

The Flash X-ray Imaging (FXI) technique, under development at X-ray free electron lasers (XFEL), aims to achieve structure determination based on diffraction from individual macromolecular complexes. We report an FXI study on the first protein complex-RNA polymerase II-ever injected at an XFEL. A successful 3D reconstruction requires a high number of observations of the sample in various orientations. The measured diffraction signal for many shots can be comparable to background. Here we present a robust and highly sensitive hit-identification method based on automated modeling of beamline background through photon statistics. It can operate at controlled false positive hit-rate of 3 x10(-5). We demonstrate its power in determining particle hits and validate our findings against an independent hit-identification approach based on ion time-of-flight spectra. We also validate the advantages of our method over simpler hit-identification schemes via tests on other samples and using computer simulations, showing a doubled hit-identification power

PGPB Improve Photosynthetic Activity and Tolerance to Oxidative Stress in Brassica napus Grown on Salinized Soils.

Soil salinization, one of the most common causes of soil degradation, negatively affects plant growth, reproduction, and yield in plants. Saline conditions elicit some physiological changes to cope with the imposed osmotic and oxidative stresses. Inoculation of plants with some bacterial species that stimulate their growth, i.e., plant growth-promoting bacteria (PGPB), may help plants to counteract saline stress, thus improving the plant’s fitness. This manuscript reports the effects of the inoculation of a salt-sensitive cultivar of Brassica napus (canola) with five different PGPB species (separately), i.e., Azospirillum brasilense, Arthrobacter globiformis, Burkholderia ambifaria, Herbaspirillum seropedicae, and Pseudomonas sp. on plant salt stress physiological responses. The seeds were sown in saline soil (8 dS/m) and inoculated with bacterial suspensions. Seedlings were grown to the phenological stage of rosetta, when morphological and physiological features were determined. In the presence of the above-mentioned PGPB, salt exposed canola plants grew better than noninoculated controls. The water loss was reduced in inoculated plants under saline conditions, due to a low level of membrane damage and the enhanced synthesis of the osmolyte proline, the latter depending on the bacterial strain inoculated. The reduction in membrane damage was also due to the increased antioxidant activity (i.e., higher amount of phenolic compounds, enhanced superoxide dismutase, and ascorbate peroxidase activities) in salt-stressed and inoculated Brassica napus. Furthermore, the salt-stressed and inoculated plants did not show detrimental effects to their photosynthetic apparatus, i.e., higher efficiency of PSII and low energy dissipation by heat for photosynthesis were detected. The improvement of the response to salt stress provided by PGPB paves the way to further use of PGPB as inoculants of plants grown in saline soils

The feeling of anger: From brain networks to linguistic expressions.

This review of the neuroscience of anger is part of The Human Affectome Project, where we attempt to map anger and its components (i.e., physiological, cognitive, experiential) to the neuroscience literature (i.e., genetic markers, functional imaging of human brain networks) and to linguistic expressions used to describe anger feelings. Given the ubiquity of anger in both its normative and chronic states, specific language is used in humans to express states of anger. Following a review of the neuroscience literature, we explore the language that is used to convey angry feelings, as well as metaphors reflecting inner states of anger experience. We then discuss whether these linguistic expressions can be mapped on to the neural circuits during anger experience and to distinct components of anger. We also identify relationships between anger components, brain networks, and other affective research relevant to motivational states of dominance and basic needs for safety

Creating a Live, Public Short Message Service Corpus: The NUS SMS Corpus

Short Message Service (SMS) messages are largely sent directly from one person to another from their mobile phones. They represent a means of personal communication that is an important communicative artifact in our current digital era. As most existing studies have used private access to SMS corpora, comparative studies using the same raw SMS data has not been possible up to now. We describe our efforts to collect a public SMS corpus to address this problem. We use a battery of methodologies to collect the corpus, paying particular attention to privacy issues to address contributors' concerns. Our live project collects new SMS message submissions, checks their quality and adds the valid messages, releasing the resultant corpus as XML and as SQL dumps, along with corpus statistics, every month. We opportunistically collect as much metadata about the messages and their sender as possible, so as to enable different types of analyses. To date, we have collected about 60,000 messages, focusing on English and Mandarin Chinese.Comment: It contains 31 pages, 6 figures, and 10 tables. It has been submitted to Language Resource and Evaluation Journa