Retos del marketing desde la pandemia por COVID-19

Este nuevo número de Innovar es la continuación del resultado de la convocatoria a número especial “Marketing y comportamiento del consumidor durante y en la superación de una pandemia”, cuyo propósito fue brindar a la comunidad académica del campo disciplinar del marketing un espacio para divulgar sus resultados de investigación relacionados con el marketing y el comportamiento del consumidor durante y en la superación de una pandemia

Emotional behavior in aquatic organisms? Lessons from crayfish and zebrafish

Experimental animal models are a valuable tool to study the neurobiology of emotional behavior and mechanisms underlying human affective disorders. Mounting evidence suggests that various aquatic organisms, including both vertebrate (e.g., zebrafish) and invertebrate (e.g., crayfish) species, may be relevant to study animal emotional response and its deficits. Ideally, model organisms of disease should possess considerable genetic and physiological homology to mammals, display robust behavioral and physiological responses to stress, and should be sensitive to a wide range of drugs known to modulate stress and affective behaviors. Here, we summarize recent findings in the field of zebrafish- and crayfish-based tests of stress, anxiety, aggressiveness and social preference, and discuss further perspectives of using these novel model organisms in translational biological psychiatry. Outlining the remaining questions in this field, we also emphasize the need in further development and a wider use of crayfish and zebrafish models to study the pathogenesis of affective disorders. © 2019 Wiley Periodicals, Inc.MCS is currently supported by National Funds through FCT ‐ Foundation for Science and Technology. AVK is supported by the Russian Science Foundation grant 19‐15‐00053. KAD is supported by the Fellowship of the President of Russia and SPSU Rector Productivity Fellowship for PhD Students. CM is supported by CNPq/Brazil under Edital Universal 2016 (400726/2016‐5). PMA and FB are supported by the strategic plan of MARE ‐ Marine and Environmental Sciences Centre (UID/MAR/04292/2019)

The opioid system in stress-induced memory disorders: From basic mechanisms to clinical implications in post-traumatic stress disorder and Alzheimer's disease

Cognitive and emotional impairment are a serious consequence of stress exposure and are core features of neurological and psychiatric conditions that involve memory disorders. Indeed, acute and chronic stress are high-risk factors for the onset of post-traumatic stress disorder (PTSD) and Alzheimer's disease (AD), two devastating brain disorders associated with memory dysfunction. Besides the sympathetic nervous system and the hypothalamic–pituitary–adrenal (HPA) axis, stress response also involves the activation of the opioid system in brain regions associated with stress regulation and memory processing. In this context, it is possible that stress-induced memory disorders may be attributed to alterations in the interaction between the neuroendocrine stress system and the opioid system. In this review, we: (1) describe the effects of acute and chronic stress on memory, and the modulatory role of the opioid system, (2) discuss the contribution of the opioid system to the pathophysiology of PTSD and AD, and (3) present evidence of current and potential therapies that target the opioid receptors to treat PTSD- and AD-associated symptoms. © 2018 The Author

The opioid system in stress-induced memory disorders: From basic mechanisms to clinical implications in post-traumatic stress disorder and Alzheimer's disease

Cognitive and emotional impairment are a serious consequence of stress exposure and are core features of neurological and psychiatric conditions that involve memory disorders. Indeed, acute and chronic stress are high-risk factors for the onset of post-traumatic stress disorder (PTSD) and Alzheimer's disease (AD), two devastating brain disorders associated with memory dysfunction. Besides the sympathetic nervous system and the hypothalamic–pituitary–adrenal (HPA) axis, stress response also involves the activation of the opioid system in brain regions associated with stress regulation and memory processing. In this context, it is possible that stress-induced memory disorders may be attributed to alterations in the interaction between the neuroendocrine stress system and the opioid system. In this review, we: (1) describe the effects of acute and chronic stress on memory, and the modulatory role of the opioid system, (2) discuss the contribution of the opioid system to the pathophysiology of PTSD and AD, and (3) present evidence of current and potential therapies that target the opioid receptors to treat PTSD- and AD-associated symptoms. © 2018 The Author

Diversidad genética de las variedades de arroz FLAR liberadas entre 2003-2014.

Genetic diversity of the FLAR rice varieties released between 2003-2014. The objective of this study was to determine the genetic basis, the coefficient of kinship, and the genetic diversity of rice varieties released between 2003 and 2014, in thirteen member countries of the Latin America Fund for Irrigated Rice (FLAR). Pedigrees of o 51 rice varieties were analyzed at the International Center for Tropical Agriculture (CIAT), Palmira, Colombia between 2014-2015 The genetic variability of these varieties was represented by 120 ancestral or traditional cultivars (2.4 ancestral/variety); 33 of these contributed to the 83.9% of their genes, from which, three (ancestors with IR 8 origin), accounted for 35.6% of their genes. It was also shown that the coefficient of kinship (rxy) between different commercial varieties ranged from 0.03 (very unrelated), up to 0.99 (highly related). The average rxy of all 51 varieties was = 0.19. Regarding the varieties by country, the average rxy varied, the minimum was obtained by Ecuador 0.13 and the varieties from Venezuela obtained the maximum 0.31. The cluster analysis separated the genotypes in fourteen different groups based on highly related or very unrelated varieties. These results indicate that a broadening of the genetic base has been accomplished.Diversidad genética de las variedades de arroz FLAR liberadas entre 2003-2014. El objetivo de este trabajo fue determinar la base genética, el coeficiente de parentesco y la diversidad genética de las variedades de arroz liberadas entre el 2003 - 2014 en trece países miembros del Fondo Latinoamericano para Arroz de Riego (FLAR). Para ello, se analizaron las genealogías de 51 variedades, en el Centro Internacional de Agricultura Tropical (CIAT), Palmira, Colombia, durante los años 2014 y 2015. La variabilidad genética de las variedades estuvo representada por 120 ancestrales (2,4 ancestral/variedad); 33 de estos contribuyeron con el 83,9% de sus genes, de los cuales tres (ancestrales que originaron IR8) aportaron el 35,6% de sus genes. También se mostró que el coeficiente de parentesco (rxy) entre las diferentes variedades comerciales varió de 0,03 (muy poco relacionadas), hasta 0,99 (altamente relacionadas). El promedio de todas las 51 variedades fue de (rxy) 0,19. A nivel de variedades por país, se encontró que el promedio fue variable, el mínimo lo obtuvo Ecuador con 0,13, y el máximo fue de 0,31 para las variedades de Venezuela. El análisis de agrupamiento separó a los genotipos en catorce grupos distintos, donde existen materiales bastante relacionados y otros muy poco relacionados. Estos resultados muestran que se ha obtenido una ampliación de la base genética

Exogenous strigolactones impact metabolic profiles and phosphate starvation signalling in roots

Strigolactones (SLs) are important ex-planta signalling molecules in the rhizosphere, promoting the association with beneficial microorganisms, but also affecting plant interactions with harmful organisms. They are also plant hormones in-planta, acting as modulators of plant responses under nutrient-deficient conditions, mainly phosphate (Pi) starvation. In the present work, we investigate the potential role of SLs as regulators of early Pi starvation signalling in plants. A short-term pulse of the synthetic SL analogue 2′-epi-GR24 promoted SL accumulation and the expression of Pi starvation markers in tomato and wheat under Pi deprivation. 2′-epi-GR24 application also increased SL production and the expression of Pi starvation markers under normal Pi conditions, being its effect dependent on the endogenous SL levels. Remarkably, 2′-epi-GR24 also impacted the root metabolic profile under these conditions, promoting the levels of metabolites associated to plant responses to Pi limitation, thus partially mimicking the pattern observed under Pi deprivation. The results suggest an endogenous role for SLs as Pi starvation signals. In agreement with this idea, SL-deficient plants were less sensitive to this stress. Based on the results, we propose that SLs may act as early modulators of plant responses to P starvation.Consejo Superior de Investigaciones Científicas, Grant/Award Number: 201640I040; European Regional Development Fund, Grant/Award Numbers: AGL2017‐88‐083‐R, RTI2018‐094350‐B‐C31; Generalitat Valenciana, Grant/Award Number: CDEIGENT/2018/015; Ministerio de Ciencia, Innovación y Universidades, Grant/Award Numbers: AGL2017‐88‐083‐R, RTI2018‐094350‐B‐C31, FJCI‐2015‐23575; National Network of Carotenoids, Grant/Award Number: BIO2017‐90877‐RED

Percepción de una marca amor. Caso de la Universidad Nacional de Colombia

El presente documento explora las posibilidades del análisis de la valoración de una love mark® o marca amor, definido como el vínculo emocional del consumidor con su marca, en especial, en el caso de una institución muy reconocida en el ámbito de los colombianos como es la Universidad Nacional (Colombia), con más de 150 años de tradición. El método utilizado fue la aplicación del índice desarrollado por Eunjoo Cho en 2011, quien desarrolla una metodología para la evaluación de marcas amor adaptada al contexto educativo. Se realizó mediante encuesta online a 267 personas con técnica mixta (cualitativa-cuantitativa) por valoración de escala de Likert. Las conclusiones se centran en la posibilidad de posicionar una marca, a pesar de ser una universidad pública, como una marca reconocida, recordada, posicionada y finalmente como marca amor en los colombianos