The Role of the Emotional Sequence in the Communication of the Territorial Cheeses: A Neuromarketing Approach.

Over the past few years, many studies have shown how territoriality can be considered a driver for purchasing agri-food products. Products with certification of origin are perceived as more sustainable, safer and of better quality. At the same time, producers of traditional products often belong to small entities that struggle to compete with large multinational food corporations, having less budget to allocate to product promotion. In this study, we propose a neuromarketing approach, showing how the use of these techniques can help in choosing the most effective commercial in terms of likeability and ability to activate mnemonic processes. Two commercials were filmed for the purpose of this study. They differed from each other in terms of emotional sequence. The first aimed primarily at eliciting positive emotions derived from the product description. The second aimed to generate negative emotions during the early stages, highlighting the negative consequences of humans' loss of contact with nature and tradition and then eliciting positive emotions by presenting cheese production using traditional techniques as a solution to the problem. Based on the literature on the emotional sequences in social advertising, we hypothesised that the second commercial would generate an overall better emotional reaction and activate mnemonic processes to a greater extent. Our results partially support the research hypotheses, providing useful insights both to marketers and for future research on the topic.

Analysis of physiological and non-contact signals to evaluate the emotional component in consumer preferences.

Emotions are an essential drive in decision making and may influence consumer preference. In this study we assessed the influence of brands in product preference after tasting 2 soft-drinks (Coca Cola vs. Cola beverage), by using physiological measurements, namely the skin conductance, the respiratory rate and heart rate variability (HRV) extracted using contactless sensors. The experimental protocol enrolled twenty-five young subjects which were asked to taste 2 soft drinks in random order, without knowing the brand (blind condition) and then knowing the brand (not blind condition). After each phase the subject was asked to choose the preferred beverage. Our main hypothesis is that if the subject knows the brand there is an arousal effect, independently from the absolute appreciation of the product. In order to evaluate the emotional components, the skin conductance, respiratory and Video-Photoplethysmographic (PPG) signals were continuously recorded throughout the experiment. The Video-PPG was then processed to extract HRV parameters. We observed that the arousal levels changed among beverages and conditions, going from higher arousal for Coca-Cola in the blind condition, to higher arousal for Cola in the not blind condition. Moreover, 44% of the subjects changed their preference when the brand was uncovered: from blind to not blind conditions, 6 subjects went from Cola to Coca-Cola as preferred drink and 5 went from Coca-Cola to Cola. Opposite results were found for the two beverages when comparing the physiological response when the beverage was/was not preferred. Finally, differences were found also between consumers and not consumers of Coca-Cola and the blind/not blind comparison. We conclude that the brand is a fundamental element in a request for choice and it can affect the first emotional response of a subject.

Association between ventricular repolarization parameters and cardiovascular death in patients of the SWISS-AF cohort.

BACKGROUND: The effect of the ventricular repolarization heterogeneity has not been systematically assessed in patients with atrial fibrillation (AF). Aim of this study is to assess ventricular repolarization heterogeneity as predictor of cardiovascular (CV) death and/or other CV events in patients with AF. METHODS: From the multicenter prospective Swiss-AF (Swiss Atrial Fibrillation) Cohort Study, we enrolled 1711 patients who were in sinus rhythm (995) or AF (716). Resting ECG recordings of 5-min duration were obtained at baseline. Parameters assessing ventricular repolarization were computed (QTc, Tpeak-Tend, J-Tpeak and V-index). RESULTS: During AF, the V-index was found repeatable (no differences when computed over the whole recording, on the first 2.5-min and on the last 2.5-min segments). During a mean follow-up time of 2.6 ± 1.0 years, 90 patients died for CV reasons. In bivariate Cox regression analysis (adjusted for age only), the V-index was associated with an increased risk of CV death, both in the subgroup of patients in sinus rhythm (SR) as well as those in AF. In multivariate analysis adjusted for clinical risk factors and medications, both prolonged QTc and V-index were independently associated with an increased risk of CV death (QTc: hazard ratio [HR] 2.78, 95% CI 1.79-4.32, p < 0.001; V-index: HR 1.73, 95% CI 1.12-2.69, p = 0.014). CONCLUSIONS: QTc and V-index, measured in a single 5-min ECG recording, were independent predictors of CV death in a cohort of patients with AF and might be a valuable tool for further risk stratification to guide patient management. Clinical Trial Identifier Swiss-AF study: NCT02105844.

Extended ECG Improves Classification of Paroxysmal and Persistent Atrial Fibrillation Based on P- and f-Waves.

Background: The standard 12-lead ECG has been shown to be of value in characterizing atrial conduction properties. The added value of extended ECG recordings (longer recordings from more sites) has not been systematically explored yet. Objective: The aim of this study is to employ an extended ECG to identify characteristics of atrial electrical activity related to paroxysmal vs. persistent atrial fibrillation (AF). Methods: In 247 participants scheduled for AF ablation, an extended ECG was recorded (12 standard plus 3 additional leads, 5 min recording, no filtering). For patients presenting in sinus rhythm (SR), the signal-averaged P-wave and the spatiotemporal P-wave variability was analyzed. For patients presenting in AF, f-wave properties in the QRST (the amplitude complex of the ventricular electrical activity: Q-, R-, S-, and T-wave)-canceled ECG were determined. Results: Significant differences between paroxysmal (N = 152) and persistent patients with AF (N = 95) were found in several P-wave and f-wave parameters, including parameters that can only be calculated from an extended ECG. Furthermore, a moderate, but significant correlation was found between echocardiographic parameters and P-wave and f-wave parameters. There was a moderate correlation of left atrial (LA) diameter with P-wave energy duration (r = 0.317, p < 0.001) and f-wave amplitude in lead A3 (r = -0.389, p = 0.002). The AF-type classification performance significantly improved when parameters calculated from the extended ECG were taken into account [area under the curve (AUC) = 0.58, interquartile range (IQR) 0.50-0.64 for standard ECG parameters only vs. AUC = 0.76, IQR 0.70-0.80 for extended ECG parameters, p < 0.001]. Conclusion: The P- and f-wave analysis of extended ECG configurations identified specific ECG features allowing improved classification of paroxysmal vs. persistent AF. The extended ECG significantly improved AF-type classification in our analyzed data as compared to a standard 10-s 12-lead ECG. Whether this can result in a better clinical AF type classification warrants further prospective study.

Heart Rate Variability Triangular Index as a Predictor of Cardiovascular Mortality in Patients With Atrial Fibrillation.

Background Impaired heart rate variability (HRV) is associated with increased mortality in sinus rhythm. However, HRV has not been systematically assessed in patients with atrial fibrillation (AF). We hypothesized that parameters of HRV may be predictive of cardiovascular death in patients with AF. Methods and Results From the multicenter prospective Swiss-AF (Swiss Atrial Fibrillation) Cohort Study, we enrolled 1922 patients who were in sinus rhythm or AF. Resting ECG recordings of 5-minute duration were obtained at baseline. Standard parameters of HRV (HRV triangular index, SD of the normal-to-normal intervals, square root of the mean squared differences of successive normal-to-normal intervals and mean heart rate) were calculated. During follow-up, an end point committee adjudicated each cause of death. During a mean follow-up time of 2.6±1.0 years, 143 (7.4%) patients died; 92 deaths were attributable to cardiovascular reasons. In a Cox regression model including multiple covariates (age, sex, body mass index, smoking status, history of diabetes mellitus, history of hypertension, history of stroke/transient ischemic attack, history of myocardial infarction, antiarrhythmic drugs including ß blockers, oral anticoagulation), a decreased HRV index ≤ median (14.29), but not other HRV parameters, was associated with an increase in the risk of cardiovascular death (hazard ratio, 1.7; 95% CI, 1.1-2.6; P=0.01) and all-cause death (hazard ratio, 1.42; 95% CI, 1.02-1.98; P=0.04). Conclusions The HRV index measured in a single 5-minute ECG recording in a cohort of patients with AF is an independent predictor of cardiovascular mortality. HRV analysis in patients with AF might be a valuable tool for further risk stratification to guide patient management. Registration URL: https://www.clinicaltrials.gov; Unique identifier: NCT02105844.

Sex-related electrocardiographic differences in patients with different types of atrial fibrillation: Results from the SWISS-AF study.

BACKGROUND: Sex-related electrocardiographic differences are a well-known phenomenon, but not their expression in patients with atrial fibrillation (AF). In this study we aim to assess the presence of significant sex-related differences in ECG features, with particular attention to P-wave parameters, of a large cohort of patients affected by different types of AF. METHODS: A 5-min resting 16-lead ECG was evaluated for 1119 AF patients in sinus rhythm. The durations of the main ECG waves and intervals were measured for both atrial and ventricular activity. Moreover, the beat-to-beat P-wave variability was computed for lead II and for the first principal component (PC1) computed across the 16 leads. The percentage of variance explained by PC1 was computed. RESULTS: Males compared to females showed significantly longer RR interval (1.02 ± 0.16 s vs 0.97 ± 0.15 s, p < .001), PQ interval (191 ± 34 ms vs 183 ± 35 ms, p = .008), QRS duration (105 ± 17 ms vs 98 ± 13 ms, p = .021), significantly lower percentage of variance explained by PC1 and P-wave variability. Males with paroxysmal AF compared to females with paroxysmal AF had significantly longer RR interval (1.01 ± 0.17 s vs 0.96 ± 0.14 s, p < .001), shorter QTc (388 ± 27 ms vs 402 ± 27 ms, p < .001), lower P-wave variability in PC1. Males with persistent AF compared to females with persistent AF had significantly shorter QTc interval (396 ± 30 ms vs 407 ± 26 ms, p = .019), longer PQ interval (194 ± 35 ms vs 182 ± 30 ms, p = .037), higher V1 terminal force (2.1 ± 1.2 mV*ms vs 1.8 ± 1 mV*ms, p = .007), lower percentage of variance explained by PC1. CONCLUSIONS: AF patients present with several sex-related ECG differences. Consequently, sex should be taken into account when developing ECG algorithms identifying patients at risk for AF progression.

ESB: A low-cost EEG Synchronization Box.

Electroencephalography (EEG) is a neuroimaging technique with a temporal resolution in the millisecond scale. Popular ERPs and ERD/ERS functions, as well as EEG-fRMI data and hyperscanning methods requires a proper temporal alignment (namely, synchronization) with stimulus onsets and other devices. Hardware-based synchronization, based on a SYNC signal injected into the device, ensures a reliable timing. In this paper we describe the design, test and validation of an EEG Synchronization Box (ESB), able to condition and distribute a SYNC signal (analog and digital) to different devices simultaneously. ESB can be easily built by individuals with basic soldering skills and represents a cost-effective solution to the available commercial synchronization boxes, while preserving similar electrical and functional features.

Detection of atrial fibrillation episodes using a wristband device.

OBJECTIVE: Undiagnosed atrial fibrillation (AF) patients are at high risk of cardioembolic stroke or other complications. The aim of this study was to analyze the blood volume pulse (BVP) signals obtained from a wristband device and develop an algorithm for discriminating AF from normal sinus rhythm (NSR) or from other arrhythmias (ARR). APPROACH: Thirty patients with AF, 9 with ARR and 31 in NSR were included in the study. The recordings were obtained at rest from Empatica E4 wristband device and lasted 10 min. The analysis, on a 2 min segment, included spectral, variability and irregularity analysis performed on the inter-diastolic interval series, and similarity analysis performed on the BVP signal. Main results and Significance: Variability parameters were the highest in AF, the lowest in NSR and intermediate for ARR, as an example pNN50 values were, respectively, [Formula: see text], [Formula: see text], [Formula: see text] (p < 0.05). The similarity parameters were the highest in NSR, the lowest in AF and intermediate for ARR, as an example using a threshold for assessing similarity of [Formula: see text]: [Formula: see text], [Formula: see text], [Formula: see text], all p < 0.05. The rhythm classification was preceded by over-sampling (using synthetic minority over-sampling technique) the class of ARR, being it the smallest class. Then, the features selection was performed (using the sequential forward floating search algorithm) which identified two variability parameters (pNN70 and pNN40) as the best selection. The classification by the k-nearest neighbor classifier reached an accuracy of about 0.9 for NSR and AF, and 0.8 for ARR. Using pNN70 and pNN40, the specificity for the three rhythms was Spnsr = 0.928, Spaf = 0.963, Sparr = 0.768, while the sensitivity was Spnsr = 0.773, Spaf = 0.754, Sparr = 0.758.