Consumer Neuroscience as a reserach issue, concepts and applications. A paradigmatic approach

Consumer neuroscience allows a fullest and objective understanding about desires andactions of consumers, turning itself in a fickle tool to the use of the companies and to improve their Marketing strategies. The use of the Neuroscientific methods to the analysis, description and comprehension of human behavior related to consume open a lot of unknown possibilities to discover. Neuromarketing or The consumer Neuroscience as is known too is the study of mental process been part of the consumer behavior and contexts concerning the marketing as well, apply and follow in the environment of the real life of human been. Its supported by the paradigms and the technological development of Neurosciences whose progress has made possible for the seekers to deep in knowledge abouthow the brain work. Physiological operations of mind are a product of a structural and functional ensemble including the brain, as organ, and mind, emotion and cognition, asfunctions. Mind events just can be understood in the middle of the interaction between the organism and his environment. Neuromarketing paradigm it’s still in his infancy and whatfor it’s full of research possibilities. Inside the consumer neuroscience the ethic building doesn’t collapse, the morality isn’t threaten, inside the normal individual Will it’s alwaysWill. The present paper looking for a place to the consumer neuroscience paradigm over the perspective of research open to the Marketing, from the technological advances and hermeneutical vision offer by Neuroscience; it’s propose some of several possibilities ofresearch and practice been explored actually. To give an example its offer one of methods of research as is the Evoked Potentials.

Coding of visual space during motor preparation: approaching objects rapidly modulate corticospinal excitability in hand-centered coordinates

Defensive behaviors, such as withdrawing your hand to avoid potentially harmful approaching objects, rely on rapid sensorimotor transformations between visual and motor coordinates. We examined the reference frame for coding visual information about objects approaching the hand during motor preparation. Subjects performed a simple visuomanual task while a task-irrelevant distractor ball rapidly approached a location either near to or far from their hand. After the distractor ball appearance, single pulses of transcranial magnetic stimulation were delivered over the subject's primary motor cortex, eliciting motor evoked potentials (MEPs) in their responding hand. MEP amplitude was reduced when the ball approached near the responding hand, both when the hand was on the left and the right of the midline. Strikingly, this suppression occurred very early, at 70-80ms after ball appearance, and was not modified by visual fixation location. Furthermore, it was selective for approaching balls, since static visual distractors did not modulate MEP amplitude. Together with additional behavioral measurements, we provide converging evidence for automatic hand-centered coding of visual space in the human brain.

Reduced cortico-motor facilitation in a normal sample with high traits of autism

Recent research in social neuroscience proposes a link between mirror neuron system (MNS) and social cognition. The MNS has been proposed to be the neural mechanism underlying action recognition and intention understanding and more broadly social cognition. Pre-motor MNS has been suggested to modulate the motor cortex during action observation. This modulation results in an enhanced cortico-motor excitability reflected in increased motor evoked potentials (MEPs) at the muscle of interest during action observation. Anomalous MNS activity has been reported in the autistic population whose social skills are notably impaired. It is still an open question whether traits of autism in the normal population are linked to the MNS functioning. We measured TMS-induced MEPs in normal individuals with high and low traits of autism as measured by the autistic quotient (AQ), while observing videos of hand or mouth actions, static images of a hand or mouth or a blank screen. No differences were observed between the two while they observed a blank screen. However participants with low traits of autism showed significantly greater MEP amplitudes during observation of hand/mouth actions relative to static hand/mouth stimuli. In contrast, participants with high traits of autism did not show such a MEP amplitude difference between observation of actions and static stimuli. These results are discussed with reference to MNS functioning.

Non-visual and multisensory BCI systems: present and future

During the past decade, brain–computer interfaces (BCIs) have rapidly developed, both in technological and application domains. However, most of these interfaces rely on the visual modality. Only some research groups have been studying non-visual BCIs, primarily based on auditory and, sometimes, on somatosensory signals. These non-visual BCI approaches are especially useful for severely disabled patients with poor vision. From a broader perspective, multisensory BCIs may offer more versatile and user-friendly paradigms for control and feedback. This chapter describes current systems that are used within auditory and somatosensory BCI research. Four categories of noninvasive BCI paradigms are employed: (1) P300 evoked potentials, (2) steady-state evoked potentials, (3) slow cortical potentials, and (4) mental tasks. Comparing visual and non-visual BCIs, we propose and discuss different possible multisensory combinations, as well as their pros and cons. We conclude by discussing potential future research directions of multisensory BCIs and related research questions

Retinal nerve fiber layer analysis using GDx® in 49 patients with chronic phase DUSN

To describe retinal nerve fiber layer changes in late-stage diffuse unilateral subacute neuroretinitis eyes and compare these results with healthy eyes observed through nerve fiber analyzer (GDx®). Methods: This is a retrospective case-control study in which 49 eyes in late-stage diffuse unilateral subacute neuroretinitis were examined from May/97 to December/ 01. First, eyes with diffuse unilateral subacute neuroretinitis and healthy contralateral eyes (Control Group I) were statistically matched. Subsequently, eyes with diffuse unilateral subacute neuroretinitis were compared with eyes of healthy patients (Control Group II). Results: Eyes from Control Groups I and II had higher relative frequency of “within normal limits” status. Eyes from the diffuse unilateral subacute neuroretinitis (DUSN) Group had higher frequency of “outside normal limits” and “borderline” status. Control Groups I and II had absolute values different from the DUSN Group regarding all parameters (p<0.05), except for Symmetry in Control Groups I and II, Average thickness and Superior Integral in control group II. Conclusion: Patients with late-stage diffuse unilateral subacute neuroretinitis presented presumed decrease in nerve fiber layer thickness shown by GDx®. Retinal zones with larger vascular support and larger amount of nerve fibers presented higher decrease in the delay of the reflected light measured by the nerve fiber analyzer

Achados audiológicos e eletrofisiológicos de indivíduos com a síndrome G/BBB

A síndrome G/BBB é uma condição rara, caracterizada por hipertelorismo, fissura de lábio e palato e hipospádia. Não foram encontrados trabalhos sobre a audição em indivíduos com esta síndrome. OBJETIVO: Investigar a função auditiva em pacientes com síndrome G/BBB quanto à ocorrência ou não de perda auditiva e a condução nervosa auditiva periférica e central. MATERIAL E MÉTODO: Catorze pacientes de 7 a 34 anos, do gênero masculino, com a síndrome G/BBB, foram avaliados por meio de otoscopia, audiometria, timpanometria e potenciais evocados auditivos de tronco encefálico (PEATE). Forma de Estudo: Estudo de série clínico prospectivo. RESULTADOS: Limiares audiométricos normais em 12 (66,7%) pacientes da amostra e alterados em dois (33,3%), sendo um com perda condutiva e um neurossensorial. Quanto ao PEATE, foram encontrados: latências absolutas da onda I normais em todos os pacientes, aumento das latências absolutas da onda III e V em dois e seis pacientes respectivamente; latências interpicos I-III, III-V e I-V aumentadas em quatro, três e oito pacientes, respectivamente. CONCLUSÃO: Perdas auditivas periféricas podem ocorrer na síndrome G/BBB. Há evidências de comprometimento das vias auditivas centrais em nível do tronco encefálico. Estudos com exames de imagem são necessários para maior clareza dos achados clínicos.

Potencial evocado auditivo de tronco encefálico em crianças encaminhadas de um programa de triagem auditiva neonatal

OBJETIVOS: descrever os achados do exame de potencial evocado auditivo de tronco encefálico (PEATE) de crianças de um programa de triagem auditiva neonatal e analisar a diferença de gênero e a interferência da idade nas medidas da latência das ondas do PEATE. MÉTODOS: para tal foram avaliadas 41 crianças com idade entre um a nove meses, referenciadas de um Programa de Triagem Municipal ao Centro de Estudos de Educação e Saúde (CEES) na cidade de Marília, SP no ano de 2010. RESULTADOS: foi observado resultado normal em 31 (75,6%) e alterado em 10 (24,4%) pacientes. Nesses últimos foram observadas alterações principalmente do tipo condutiva unilateral e bilateral. Observou-se também que a medida que a idade aumenta a latência das ondas diminui numa correlação inversa. CONCLUSÕES: o diagnóstico das crianças deste Programa de Triagem Auditiva Neonatal foi precoce. Os resultados do PEATE poderão servir de referência para outros estudos deste âmbito. O PEATE nesta população permite um melhor direcionamento da conduta e intervenção e aconselhamento específico aos familiares.

Potenciais evocados na neurocisticercose

Em 25 pacientes com neurocisticercose, classificados em dois grupos, formas benignas e formas malignas, foram obtidos potenciais evocados multimodais. Os exames foram normais em 9 casos com formas benignas. Dentre 4 pacientes com manifestações malignas, 2 apresentaram anormalidades de todos os potenciais evocados e alterações da onda F, obtida no membro superior. Os autores sugerem que alterações de vários potenciais, associadas a alterações da onda F, talvez indiquem mau prognóstico.

Síndrome da apneia obstrutiva do sono e o potencial auditivo P300

A Síndrome da Apneia Obstrutiva do Sono (SAOS) diminui as capacidades da atenção, memória e concentração, fatores relacionados com a cognição. A análise dos parâmetros do P300 auditivo permitiria inferir disfunção cognitiva. OBJETIVO: Comparar os dados da polissonografia e do P300 auditivo em adultos, roncopatas primários com portadores de SAOS. CASUÍSTICA E MÉTODO: Estudo prospectivo em roncopatas primários (N=12) e em portadores de SAOS (N=54), submetidos à polissonografia definidos pelo índice de apneia e hipopneia (IAH). As variáveis da polissonografia e as do P300 foram comparadas, pelos testes T de Student, exato de Fisher, regressão logística e análise de correlação com nível de significância de 5%. RESULTADOS: O IAH apresentou correlação inversa com a oximetria em ambos os grupos. A prevalência do P300 foi menor no G.SAOS (teste exato de Fisher, p=0,027). A idade dos pacientes não influenciou a prevalência do P300 (análise de regressão; p=0,232). A amplitude do P300 foi menor do G.SAOS (teste T de Student; p=0,003) a latência do P300 foi semelhante em ambos os grupos (teste T de Student; p=0,89). CONCLUSÃO: A redução da amplitude do P300 nos portadores de SAOS sugere disfunção cognitiva induzida por diminuição da memória auditiva.

Potencial evocado auditivo de média latência em crianças com dificuldades de aprendizagem

INTRODUÇÃO: Trata-se de uma semiologia laboratorial objetiva para avaliação do sistema auditivo de crianças com distúrbio de aprendizagem. OBJETIVO: Examinar os componentes do potencial evocado auditivo de média latência em uma amostra de crianças com distúrbio de aprendizagem e determinar suas propriedades. MÉTODO: O estudo realizado é do tipo prospectivo contemporâneo de corte transversal, quantitativo, descritivo e exploratório. 50 crianças de ambos os sexos com 8 a 14 anos de idade dividido em dois grupos iguais, com e sem distúrbio de aprendizagem. Causas orgânicas, ambientais ou genéticas foram excluídas do estudo. RESULTADOS E CONCLUSÃO: As ondas Na, Pa, Nb foram identificadas em todos os integrantes do estudo. Os valores de latência dos componentes foram Na= 19,2 ms, Pa= 32,5 ms, Nb= 46,4 ms (grupo controle) e Na= 19,7 ms, Pa= 35,1 ms, Nb= 49,6 ms (grupo pesquisa). O valor médio de amplitude Na-Pa foi 1,4 mV para ambos os grupos. As análises mostraram diferenças funcionais entre os grupos, foi observado o hemisfério esquerdo Nb latência mais longa de Nb no hemisfério esquerdo do grupo de estudo em relação ao controle. Tal estudo promoveu informações adicionais sobre PEAML e pode ser referência para outros estudos clínicos e experimentais nesta população.

Auditory processing in children and adolescents in situations of risk and vulnerability

CONTEXTO E OBJETIVO: Crianças e adolescentes que vivem em situação de vulnerabilidade social apresentam uma série de problemas de saúde. Apesar disso, ainda é controversa a afirmação sobre a existência de alterações cognitivas e/ou sensoriais. O objetivo deste estudo foi investigar aspectos relacionados ao processamento auditivo, através da aplicação de testes de potencial evocado auditivo de tronco encefálico (PEATE) e avaliação comportamental do processamento auditivo em crianças em situação de rua, comparando a um grupo controle. TIPO DE ESTUDO E LOCAL: Estudo transversal no Laboratório de Processamento Auditivo, Faculdade de Medicina da Universidade de São Paulo. MÉTODOS: Os testes de processamento auditivo foram aplicados em um grupo de 27 indivíduos, subdivididos em grupos de 11 crianças (7 a 10 anos) e 16 adolescentes (11 a 16 anos) de ambos os sexos, em situação de vulnerabilidade social, e comparado a um grupo controle, formado por 21 crianças, subdivididas em grupos de 10 crianças e 11 adolescentes, pareados por idade, sem queixas. Também se aplicou os PEATE para investigação da integridade da via auditiva. RESULTADOS: Para ambas as faixas etárias, foram encontradas diferenças significantes entre grupos estudo e controle para a maioria dos testes aplicados, sendo que o grupo estudo apresentou desempenho estatisticamente pior do que o controle para todos os testes, exceto para o teste pediatric speech intelligibility. Apenas uma criança apresentou resultado alterado para os PEATE. CONCLUSÕES: Os resultados demonstraram pior desempenho do grupo estudo (crianças e adolescentes) para os testes comportamentais de processamento auditivo, apesar de estes apresentarem integridade da via auditiva em nível de tronco encefálico, demonstrada pela normalidade nos resultados do PEATE.

Ulnar-to-median nerve anastomosis in the forearm. Review and report of 2 new cases

The ulnar-to-median nerve anastomosis in the forearm is a very rare occurrence, not mentioned in many anatomical text books. We found only 4 cases cited in medical literature. Here we describe 2 new cases, for which diagnosis was suspected when the compound muscle action potential of the abductor pollicis brevis muscle (APB), obtained by maximal stimulation of the median nerve at the elbow, was lower than that obtained at the wrist. The diagnosis was confirmed by stimulation of the ulnar nerve at the elbow, which evoked a compound muscle action potential of the APB with a clear negative initial deflection without volume-conducted potential.

Sudden bilateral deafness from hyperleukocytosis in chronic myeloid leukemia

Sudden-onset bilateral deafness as a clinical manifestation of hyperleukocytosis in chronic myeloid leukemia (CML) is a rare occurrence. We found only 27 clinical descriptions in 16 published papers. In this work, the authors present a review on deafness in CML and describe a new case with prominent hyperleukocytosis, where the neurological findings suggest slowing of the circulation through small blood vessels in the brainstem as the cause of deafness. The evolution was good after treatment. To our knowledge, this is the second case documented with electrical auditory brainstem-evoked potentials and the first with magnetic resonance imaging. Copyright (C) 2000 S. Karger AG, Basel.

Contrast sensitivity of pattern transient VEP components: contribution from M and P pathways

The purpose of this study was to compare contrast sensitivity estimated from transient visual evoked potentials (VEPs) elicited by achromatic pattern-reversal and pattern-onset/offset modes. The stimuli were 2-cpd, achromatic horizontal gratings presented either as a 1 Hz pattern reversal or a 300 ms onset/700 ms offset stimulus. Contrast thresholds were estimated by linear regression to amplitudes of VEP components vs. the logarithm of the stimulus contrasts, and these regressions were extrapolated to the zero amplitude level. Contrast sensitivity was defined as the inverse of contrast threshold. For pattern reversal, the relation between the P100 amplitude and log of the stimulus contrast was best described by two separate linear regressions. For the N135 component, a single straight line was sufficient. In the case of pattern onset/offset for both the C1 and C2 components, single straight lines described their amplitude vs. log contrast relations in the medium-to-low contrast range. Some saturation was observed for C2 components. The contrast sensitivity estimated from the low-contrast limb of the P100, from the N135, and from the C2 were all similar but higher than those obtained from the high-contrast limb of the P100 and C1 data, which were also similar to each other. With 2 cpd stimuli, a mechanism possibly driven by the M pathway appeared to contribute to the P100 component at medium-to-low contrasts and to the N135 and C2 components at all contrast levels, whereas another mechanism, possibly driven by the P and M pathways, appeared to contribute to the P100 component at high contrast and C1 component at all contrast levels.

Relação entre potenciais evocados auditivos de média latência e distúrbio de processamento auditivo: estudo de casos

The Auditory Evoked Middle Latency Response is one of the most promising objective tests in audiology and in revealing brain dysfunction and neuro-audiologic findings. The main advantages of its clinical use are precision and objectivity in evaluating children. This study aimed to analyze the auditory evoked middle latency response in two patients with auditory processing disorder and relate objective and behavioral measures. This case study was conducted in 2 patients (P1 = 12 years, female, P2 = 17 years old, male), both with the absence of sensory abnormalities, neurological and neuropsychiatric disorders. Both were submitted to anamnesis, inspection of the external ear canal, hearing test and evaluation of Auditory Evoked Middle latency Response. There was a significant association between behavioral test and objectives results. In the interview, there were complaints about the difficulty in listening in a noisy environment, sound localization, inattention, and phonological changes in writing and speaking, as confirmed by evaluation of auditory processing and Auditory Evoked Middle Latency Response. Changes were observed in the right decoding process hearing in both cases on the behavioral assessment of auditory processing; auditory evoked potential test middle latency shows that the right contralateral via response was deficient, confirming the difficulties of the patients in the assignment of meaning in acoustic information in a competitive sound condition at right, in both cases. In these cases it was shown the association between the results, but there is a need for further studies with larger sample population to confirm the data.