Es la teoría microeconómica tradicional acertada a la hora de entender y/o explicar el comportamiento del consumidor y, por ende del mercado, a comparación del neuromarketing

A medida que pasa el tiempo; la ciencia, el desarrollo tecnológico y la constante búsqueda de encontrar nuevas verdades, más fehacientes y que logren responder más asertivamente los diferentes cuestionamientos de la humanidad, han logrado redefinir las teorías y los axiomas que, en su momento, se tomaron como el dogma a seguir en diferentes disciplinas y cuestionamientos de la sociedad y la industria. La concepción tradicional que se tiene de la mente y el comportamiento del consumidor tenía vacios importantes en términos de aplicabilidad y generalización de sus teorías, pues pensar que la humanidad desarrolla sus decisiones de compra bajo análisis netamente racionales y apegados a estructuras temporales para manejar su dinero es un supuesto que no se emplea de manera general y concienzuda por el común. Antes que agentes 100% racionales, con un completo flujo de información y en un mercado perfecto bajo todos los preceptos económicos, somos personas de sentimientos y sentidos. Reaccionamos ante situaciones, estados de ánimo y estímulos, donde es nuestro cerebro quien recibe todo el contexto cognitivo que nos brinda el entorno y entonces actúa (y compra) de diferentes maneras. Es allí donde el Neuromarketing nace como un claro ejemplo de esa búsqueda por una nueva verdad. Una donde entender al consumidor no deje de lado su faceta más real; sus reacciones, pues son estas las que realmente definen qué le gusta o no y qué despierta en él un impulso lo suficientemente importante como para incidir en su decisión de compra. Es por ello que el Neuromarketing se ha adentrado a estudiar lo más profundo y verídico del consumidor, su cerebro. Alejándose de las técnicas tradicionales de investigación de mercados, donde el consumidor puede desvirtuar la información que percibe de un producto o una campaña publicitaría por diferentes razones sociales y psicológicas. El Neuromarketing se ha adentrado al estudio del consumidor y su cerebro mediante técnicas biométricas, en las cuales expone al consumidor al marketing y analiza sus reacciones cerebrales en términos de interés, adrenalina, memoria activa y sentimientos, apoyado por técnicas como el ¨eye tracking¨, donde las interacciones visuales del consumidor permiten identificar los puntos calientes y de interés en determinada pieza publicitaria. Pero el estudio, entendido por algunos como ¨invasivo¨ frente a las libertades en términos de privacidad y libertad de elección del consumidor deben ser responsablemente dirigidos y puestos bajo un contexto científico, donde el único fin sea el de generar nuevas hipótesis y teorías que permitan tener un mejor conocimiento del comportamiento del consumidor sin traspasar los límites del control del mismo. El Neuromarketing debate su existencia misma entre la creación de nuevas metodologías de acercamiento al pensamiento del consumidor, la efectividad de sus conocimiento dados a la industria y el yugo social que acarrea esta ciencia debido a la potencial coerción a los consumidores debido a sus hallazgos.

16/6-idiotype expressing antibodies induce brain inflammation and cognitive impairment in mice: the mosaic of central nervous system involvement in lupus

Background: The 16/6-idiotype (16/6-Id) of the human anti-DNA antibody was found to induce experimental lupus in naive mice, manifested by production of autoantibodies, leukopenia and elevated inflammatory markers, as well as kidney and brain involvement. We assessed behavior and brain pathology of naive mice injected intracerebra-ventricularly (ICV) with the 16/6-Id antibody. Methods: C3H female mice were injected ICV to the right hemisphere with the human 16/6-Id antibody or commercial human IgG antibodies (control). The mice were tested for depression by the forced swimming test (FST), locomotor and explorative activity by the staircase test, and cognitive functions were examined by the novel object recognition and Y-maze tests. Brain slices were stained for inflammatory processes. Results: 16/6-Id injected mice were cognitively impaired as shown by significant differences in the preference for a new object in the novel object recognition test compared to controls (P = 0.012). Similarly, the preference for spatial novelty in the Y-maze test was significantly higher in the control group compared to the 16/6-Id-injected mice (42% vs. 9%, respectively, P = 0.065). Depression-like behavior and locomotor activity were not significantly different between the16/6-Id-injected and the control mice. Immunohistochemistry analysis revealed an increase in astrocytes and microglial activation in the hippocampus and amygdala, in the 16/6-Id injected group compared to the control. Conclusions: Passive transfer of 16/6-Id antibodies directly into mice brain resulted in cognitive impairments and histological evidence for brain inflammation. These findings shed additional light on the diverse mosaic pathophysiology of neuropsychiatric lupus.

Freedom of contract and the coexistence of trademark registrations in Colombia

In trademark systems such as the Andean Community, a state authority verifiesthat the marks are distinctive, lawful and do not affect third parties, and after that,given their ownership. In this context, particular interest has sparked the possibilityof individuals by agreements or statements of co-existence, are who ensure that theirsigns meet the conditions for simultaneous registrations.Such agreements for the coexistence of marks are problematic if one thinks thatthe holders of interests that would be available also seem to matter to consumers,competitors and the market. Therefore, define the scope of contractual freedom inthe field of trademark law, whose rules are considered imperative, acquire practicaland theoretical importance because its realization i) recognizes the risks that maybe relevant to evaluating trade agreements and ii) contributes to debates on the roleof private autonomy in areas reserved for non-derogable norms. Thus, this researchputs the declarations of consent for the coexistence of registrations in Colombia, ina larger scope of the limits of freedom of contract.

Fundamental Right to Freedom of Conscience without Objection? Some Notes for its Recognition as a Fundamental Guarantee

Conscientious objection is defined as the ability to depart from statutory mandates because of intimate convictions based on ethical or religious convictions. A discussion of this issue presents the conflict between the idea of a State concerned with the promotion of individual rights or the protection of general interests and an idea of law based on the maintenance of order and against a view of the law as a means to claim the protection of minimum conditions of the person. From this conflict is drawn the possibility to argue whether conscientious objection should be guaranteed as a fundamental right of freedom of conscience or as a statutory authority legislatively conferred upon persons. This paper sets out a discussion around the two views so as to develop a position that is more consistent with the context of social and constitutional law.

Type 2 diabetes; elderly; cognitive deficit; cognitive flexibility; executive functions Resumen

Through meditation, people become aware of what happens in the body and mind, accepting the present experiences as they are and getting a better understanding of the true nature of things. Meditation practices and its inclusion as an intervention technique, have generated great interest in identifying the brain mechanisms through which these practices operate. Different studies suggest that the practice of meditation is associated with the use of different neural networks as well as changes in brain structure and function, represented in higher concentration of gray matter structures at the hippocampus, the right anterior insula, orbital frontal cortex (OFC) and greater involvement of the anterior cingulate cortex (ACC). These and other unrelated studies, shows the multiple implications of the regular practice of mindfulness in the structures and functions of the brain and its relation to certain observable and subjective states in people who practice it. Such evidence enabling the inclusion of mindfulness in psychological therapy where multiple applications have been developed to prove its effectiveness in treating affective and emotional problems, crisis management, social skills, verbal creativity, addiction and craving management, family and caregivers stress of dementia patients and others. However, neuropsychological rehabilitation has no formal proposals for intervention from these findings. The aim of this paper is to propose use of Mindfulness in neuropsychological rehabilitation process, taking the positions and theory of A.R. Luria.

Freedom for rent. Informal housing market of Caracas

For years it was believed that in Caracas an informal rental housing market did not exist. A survey (n:832) in seven informal areas shows the opposite. The article analyzes the socio-legal aspects and characteristics of the market: the negotiated property, the rent, the actors and the norms that regulate the market. It is concluded that the Venezuelan State, with its controls and social policies, has become the principal promoter of the informal rental market and that because of the freedom to rent, the poor are the real estate agents that contribute most to meeting the increasing demand for housing.

Freedom of the Press in Canada and Colombia

A general conclusion of the history of the Canadian press demonstrates that state was built after true journalism had been consolidating. Press development went along with economic progress and this was achievable, in great measure, because of the manner colonization took place in North America. This aided the de facto nationalization of press freedom in Canada. In Colombia, on the contrary, wealth concentration and the Spanish failure to build an economic market, resulted in a constant political instability from the time the Independence War. Legal and the de facto nationalization would be attained only at the end of the twentieth century, though journalism was already part of the institutional arrangement.-----Una conclusión general de la historia de la prensa canadiense demuestra que el estado actual se construyó después de haberse consolidado el verdadero periodismo. El desarrollo de la prensa fue paralelo al progreso económico y se pudo lograr en gran medida por la forma en que se colonizó Norteamérica. Esto ayudó a la nacionalización de facto de la libertad de prensa en Canadá. En Colombia, por el contrario, la concentración de la riqueza y el hecho de que los españoles no construyeran un mercado económico produjeron una inestabilidad política constante desde la época de la Guerra por la Independencia. La nacionalización legal y de hecho solamente se logró a finales del siglo XX, aunque el periodismo ya era parte de la organización institucional.