Virtual reality for biochemistry education: the cellular factory.

Virtual Reality (VR) involves the coupling of visual communication hardware and software. The technology is capable of offering transformative educational practice and is increasingly being adopted within the biochemistry domain to better understand complex biochemical processes. This article documents a pilot study for the efficacy of VR in biochemistry education at undergraduate university level, focusing on the citric acid cycle: a central process for extracting energy in most cellular life forms. 10 participants were equipped with a VR headset and electrodermal activity (EDA) sensors, then immersed within a digital environment where they were able to learn the 8 main steps of the citric acid cycle within a virtual lab by completing 8 levels of activity. Post and pre surveys were taken, along with EDA readings throughout the students' interaction with VR. Research findings support the hypothesis that VR increase students' understanding, particularly if students feel engaged, stimulated and intend to use the technology. Moreover, EDA analysis indicated that the majority of participants demonstrate enhanced engagement in the education-based VR-experience as measured by elevated levels of skin conductance, a marker for autonomic arousal and a measure of engagement in an activity.

Why it is good to communicate the bad: understanding the influence of message framing in persuasive communication on consumer decision-making processes.

Introduction: One approach to bridging the gap between consumer intentions and behavior is persuasive communication to reinforce their intentions and thereby support their behavior change. Message framing has proven to be a useful, persuasive communication tool. However, message framing is considered more complicated than other types of framing because, in addition to concept-specific elements, it is also strongly influenced by and, in turn, influences emotions. Therefore, it is almost impossible for consumers to verbally express their attitudes, so the challenge is to explain and measure its impact. This research aims to help in this regard by suggesting a theoretical model to understand how message framing is processed from a consumer neuroscience perspective. More precisely, the factors that constitute message framing are systematized and built on a reflective-impulsive model and a neural emotion-cognition framework interpreted to explain the persuasive effects of message framing. Method: A functional magnetic resonance imaging (fMRI) experiment is used to examine the effects of message framing for four different frame types that are hypothesized to affect consumer information processing differently. Result: The results suggest that communication strategies should take into account the valence of the objects and the frame used. The behavioral results partially confirm the assumption that two types of information processing could take place, as suggested by the reflective-impulsive model. At the neural level, using the network perspective, the results show that certain brain regions primarily associated with emotional and cognitive interaction processes are active during processing, depending on the framing of the message. Discussion: In cases of indirect avoidance value-consistent framing, it may be good to communicate the bad in the appropriate frame to influence information processing.

Consumer Perceptions of Precision Livestock Farming-A Qualitative Study in Three European Countries.

Scholars in the fields of animal science and technology have investigated how precision livestock farming (PLF) can contribute to the quality and efficiency of animal husbandry and to the health and welfare of farm animals. Although the results of such studies provide promising avenues for the development of PLF technologies and their potential for the application in animal husbandry, the perspectives of consumers with regard to PLF technologies have yet to be the subject of much investigation. To address this research gap, the current study explores consumer perceptions of PLF technologies within the pork and dairy value chains. The investigation is based on results from six focus group discussions conducted in three European countries, each reflecting a different market environment: Finland, the Netherlands and Spain. The results indicate that consumers expect the implementation of different PLF technologies to enhance the health and welfare of farm animals, while generating environmental improvements and increasing the transparency of value-chain processes. The analysis further reveals three over-arching consumer concerns: (1) the fear that the integration of PLF technologies will introduce more industrialisation into livestock farming production; (2) the concern that PLF technologies and data are vulnerable to misuse and cyber-crime; and (3) the concern that PLF information is not communicated adequately to allow informed purchase decisions. The research findings provide directions for members of the animal-based food value chain to make informed decisions to improve their sustainability, social responsibility and credibility by endorsing the acceptance of PLF (technologies) amongst European consumers.

Measuring dlPFC Signals to Predict the Success of Merchandising Elements at the Point-of-Sale - A fNIRS Approach.

The (re-)launch of products is frequently accompanied by point-of-sale (PoS) marketing campaigns in order to foster sales. Predicting the success of these merchandising elements at the PoS on sales is of interest to research and practice, as the misinvestments that are based on the fragmented PoS literature are tremendous. Likewise, the predictive power of neuropsychological methods has been demonstrated in various research work. Nevertheless, the practical application of these neuropsychological methods is still limited. In order to foster the application of neuropsychological methods in research and practice, the current research work aims to explore, whether mobile functional near-infrared spectroscopy (fNIRS) - as a portable neuroimaging method - has the potential to predict the success of PoS merchandising elements by rendering significant neural signatures of brain regions of the dorsolateral prefrontal cortex (dlPFC), highlighting its potential to forecast shoppers' behaviour aka sales at the PoS. Building on previous research findings, the results of the given research work indicate that the neural signal of brain regions of the dlPFC, measured with mobile fNIRS, is able to predict actual sales associated with PoS merchandising elements, relying on the cortical relief effect. More precisely, the research findings support the hypothesis that the reduced neural activity of brain regions associated with the dlPFC can predict sales at the PoS, emphasising another crucial neural signature to predict shoppers' purchase behaviour, next to the frequently cited reward association system. The research findings offer an innovative perspective on how to design and evaluate PoS merchandising elements, indicating fruitful theoretical and practical implications.

The Application of Mobile fNIRS in Marketing Research-Detecting the "First-Choice-Brand" Effect.

Recent research in the field of "neuro-marketing" shows promise to substantially increase knowledge on marketing issues for example price-perception, advertising efficiency, branding and shopper behaviour. Recently, an innovative and mobile applicable neuroimaging method has been proposed, namely functional near-infrared spectroscopy (fNIRS). However, this method is, in the research field of marketing, still in its infancy and is, consequently, lacking substantial validity. Against this background, this research work applied a convergent validity approach to challenge the validity of (mobile) fNIRS in the field of "neuro-marketing" and consumer neuroscience. More precisely, we aim to replicate a robust and well-investigated neural effect previously detected with fMRI-namely the "first-choice-brand" effect-by using mobile fNIRS. The research findings show that mobile fNIRS appears to be an appropriate neuroimaging method for research in the field of "neuro-marketing" and consumer neuroscience. Additionally, this research work presents guidelines, enabling marketing scholars to utilise mobile fNIRS in their research work.

A Cohort Pilot Study on HIV-Associated Neuropsychological Impairments in Hemophilia Patients.

Despite advances in the management of HIV infection with the introduction of combination antiretroviral therapy, it is well known that HIV can directly infect the central nervous system and, as a result of such infection, neuropsychological impairments can be manifested. In this study, we tried to determine whether seropositivity was associated with a poor neuropsychological performance in patients with hemophilia and HIV. Such a cohort of patients is very often underrepresented and understudied in the HIV literature. To amend such a gap, we carried out an extensive neuropsychological evaluation on these patients, and compared their performance with that of a group of seronegative hemophilia patients. The results revealed that HIV infection in HIV-seropositive (HIV+) hemophilia patients was associated with deficits in attention, short-term memory, abstraction, and visual recognition. Such results are still preliminary and explorative due to the small cohort of patients enrolled. However, the results do seem to have some important implications for day-to-day functioning, as the level of impairment detected may cause difficulties in completing common everyday tasks such as maintaining adherence to complex medication regimens or maintaining social life activities. Continued research into the mechanisms related to HIV and neurocognitive dysfunction may provide targets for interventions that could have meaningful consequences in the real world for HIV hemophilia patients.