Immersió guiada en el maquinari dels ordinadors. 'Inmersión guiada en el hardware de los ordenadores'.

Resumen tomado de la publicación. Se adjuntan actividades de consolidación de los contenidos del curso. Incluye imágenes

El enfoque del neuromarketing aplicado al mercado colombiano

GLOSARIO • Neuromarketing: El Neuromarketing consiste en la aplicación de las técnicas de investigación de las Neurociencias a la investigación de marketing tradicional. A través de técnicas de medición de la actividad cerebral (como el EGG o la fMRI), las “respuestas” de los entrevistados a distintos estímulos (por ejemplo, anuncios publicitarios) son leídas directamente de su actividad cerebral (Neuromarca) • Neurociencia: La neurociencia estudia la estructura y la función química, farmacología, y patología del sistema nervioso y de cómo los diferentes elementos del sistema nervioso interactúan y dan origen a la conducta (Neurologia y ove) • Mercadeo: Según la American Marketing Asociation (A.M.A.), el marketing es una forma de organizar un conjunto de acciones y procesos a la hora de crear un producto “para crear, comunicar y entregar valor a los clientes, y para manejar las relaciones” y su finalidad es beneficiar a la organización satisfaciendo a los clientes (Revista PYM) • Cerebro: Es la parte más evolucionada y grande del encéfalo. En el cerebro se dan la cognición, el pensamiento y las emociones; también la memoria y el lenguaje. Tiene dos hemisferios, cada uno con 4 lóbulos: frontal, temporal, parietal y occipital. La parte más externa es el cortex cerebral, que tiene unos repliegues que forman circunvoluciones y cisuras (Enciclopedia Salud) • Estrategia Empresarial: Es la que define las diferentes líneas de acción que debe asumir cada uno de los individuos que desempeñan las funciones dentro de la misma y permite a toda organización generar una ventaja competitiva en el mercado en el que desenvuelve sus actividades, generando mayores utilidades y permitiendo aprovechar cada una de las oportunidades dándole un valor agregado (Emagister) • Integración sensorial: Es un proceso Neurológico por el cual las sensaciones que provienen de nuestro entornoy de nuestro cuerpo, son organizadas e interpretadas para su uso (Enciclopedia Salud) • Top of Mind: Es el indicador que revela cuál es la marca que, cuando le preguntan por una categoría específica, se le viene a la mente en primer lugar al mayor porcentaje de personas (Gerente) • Valor Agregado: Valor agregado o valor añadido, en términos de marketing, es una característica o servicio extra que se le da a un producto o servicio, con el fin de darle un mayor valor comercial; generalmente se trata de una característica o servicio poco común, o poco usado por los competidores, y que le da al negocio o empresa cierta diferenciación (Crece Negocios)

Investigation of the effects of the novel anticonvulsant compound carisbamate(RWJ-333369) on rat piriform cortical neurones in vitro

Background and purpose: Carisbamate is being developed for adjuvant treatment of partial onset epilepsy. Carisbamate produces anticonvulsant effects in primary generalized, complex partial and absence-type seizure models, and exhibits neuroprotective and antiepileptogenic properties in rodent epilepsy models. Phase IIb clinical trials of carisbamate demonstrated efficacy against partial onset seizures; however, its mechanisms of action remain unknown. Here, we report the effects of carisbamate on membrane properties, evoked and spontaneous synaptic transmission and induced epileptiform discharges in layer II-III neurones in piriform cortical brain slices. Experimental approach: Effects of carisbamate were investigated in rat piriform cortical neurones by using intracellular electrophysiological recordings. Key results: Carisbamate (50–400 mmol·L-1) reversibly decreased amplitude, duration and rise-time of evoked action potentials and inhibited repetitive firing, consistent with use-dependent Na+ channel block; 150–400 mmol·L-1 carisbamate reduced neuronal input resistance, without altering membrane potential. After microelectrode intracellular Cl- loading, carisbamate depolarized cells, an effect reversed by picrotoxin. Carisbamate (100–400 mmol·L-1) also selectively depressed lateral olfactory tract-afferent evoked excitatory synaptic transmission (opposed by picrotoxin), consistent with activation of a presynaptic Cl conductance. Lidocaine (40–320 mmol·L-1) mimicked carisbamate, implying similar modes of action. Carisbamate (300–600 mmol·L-1) had no effect on spontaneous GABAA miniature inhibitory postsynaptic currents and at lower concentrations (50–200 mmol·L-1) inhibited Mg2+-free or 4-aminopyridine-induced seizure-like discharges. Conclusions and implications: Carisbamate blocked evoked action potentials use-dependently, consistent with a primary action on Na+ channels and increased Cl- conductances presynaptically and, under certain conditions, postsynaptically to selectively depress excitatory neurotransmission in piriform cortical layer Ia-afferent terminals.

CAFS in action

For those few readers who do not know, CAFS is a system developed by ICL to search through data at speeds of several million characters per second. Its full name is Content Addressable File Store Information Search Processor, CAFS-ISP or CAFS for short. It is an intelligent hardware-based searching engine, currently available with both ICL's 2966 family of computers and the recently announced Series 39, operating within the VME environment. It uses content addressing techniques to perform fast searches of data or text stored on discs: almost all fields are equally accessible as search keys. Software in the mainframe generates a search task; the CAFS hardware performs the search, and returns the hit records to the mainframe. Because special hardware is used, the searching process is very much more efficient than searching performed by any software method. Various software interfaces are available which allow CAFS to be used in many different situations. CAFS can be used with existing systems without significant change. It can be used to make online enquiries of mainframe files or databases or directly from user written high level language programs. These interfaces are outlined in the body of the report.

The effects of non-host plant essential oil volatiles on the behaviour of the pollen beetle Meligethes aeneus

The use of semiochemicals for manipulation of the pollen beetle Meligethes aeneus (Fabricius) (Coleoptera: Nitidulidae) is being investigated for potential incorporation into a push-pull control strategy for this pest, which damages oilseed rape, Brassica napus L. (Brassicaceae), throughout Europe. The response of M. aeneus to non-host plant volatiles was investigated in laboratory assays to establish whether they have any effect on host plant location behaviour. Two approaches were used. First a novel, moving-air bioassay using air funnels was developed to compare the response of M. aeneus to several non-host plant essential oils. The beetles avoided the host plant flowers in the presence of non-host volatiles, suggesting that M. aeneus uses olfactory cues in host location and/or acceptance. The results were expressed as 'repellency values' in order to compare the effects of the different oils tested. Lavender (Lavendula angustifolia Miller) (Lamiaceae) essential oil gave the highest repellency value. In addition, a four-arm olfactometer was used to investigate olfactory responses, as this technique eliminated the influence of host plant visual and contact cues. The attraction to host plant volatiles was reduced by the addition of non-host plant volatiles, but in addition to masking the host plant volatiles, the non-host volatiles were avoided when these were presented alone. This is encouraging for the potential use of non-host plants within a push-pull strategy to reduce the pest colonisation of crops. Further testing in more realistic semi-field and field trials is underway.

Plant chemistry and aphid parasitoids (Hymenoptera : Braconidae): Imprinting and memory

Emerging parasitoids of aphids encounter secondary plant chemistry from cues left by the mother parasitoid at oviposition and from the plant-feeding of the host aphid. In practice, however, it is secondary plant cheinistry oil the Surface of the aphid mummy which influences parasitoid olfactory behaviour. Offspring of Aphidius colemani reared oil Myzus persicae on artificial diet did no distinguish between the odours of bean and cabbage, but showed a clear preference for cabbage odour if sinigrin had been painted oil the back of the mummy. Similarly Aphidius rhopalosiphi reared on Metopolophium dirhodum on wheat preferred the odour of wheat plants grown near tomato plants to odour of wheat alone if the wheat plants oil which they had been reared had been exposed to the volatiles of nearby tomato plants. Aphidius rhopalosiphi reared on M dirhodum, and removed from the mummy before emergence, showed a preference for the odour of a different wheat cultivar if they had contacted a mummy from that cultivar, and similar results were obtained with A. colemani naturally emerged from M. persicae mummies. Aphidius colemani emerged from mummies oil one crucifer were allowed to contact in sequence (for 45 min each) mummies from two different crucifers. The mumber of attacks made in 10 min oil M. persicae was always significantly higher when aphids were feeding oil the same plant as the origin of the last MUMMY offered, or oil the second plant if aphids feeding on the third plant were not included. Chilling emerged A. colemani for 24 h at 5 degrees C appeared to erase the imprint of secondary plant chemistry, and they no longer showed host plant odour preferences in the olfactometer. When the parasitoids were chilled after three Successive mummy experiences, memory of the last experience appeared at least temporarily erased and preference was then shown for the chemistry of the second experience.

The evolution of sensory placodes

The vertebrate cranial sensory placodes are ectodermal embryonic patches that give rise to sensory receptor cells of the peripheral paired sense organs and to neurons in the cranial sensory ganglia. Their differentiation and the genetic pathways that underlay their development are now well understood. Their evolutionary history, however, has remained obscure. Recent molecular work, performed on close relatives of the vertebrates, demonstrated that some sensory placodes (namely the adenohypophysis, the olfactory, and accoustico-lateralis placodes) first evolved at the base of the chordate lineage, while others might be specific to vertebrates. Combined with morphological and cellular fate data, these results also suggest that the sensory placodes of the ancestor of all chordates differentiated into a wide range of structures, most likely to fit the lifestyle and environment of each species.

Designing the indoor environment for people

Intelligent buildings should provide a multi-sensory experience so that visual, aural, tactile, olfactory and gustatory senses are stimulated appropriately. A lack of environmental stimuli produces a boring and unsatisfying environment. It is now known that the environment affects people at deeper levels than, say, health and safety, and consequently it can modify moods and work performance. A holistic approach is proposed which recognizes that the physical environment together with social, organizational and personal factors can enhance the productivity of occupants. This approach provides a footprint for the design of healthier and more sustainable workplaces.

Work performance, productivity and indoor air

Temperature, relative humidity, and air quality all affect the sensory system via thermo receptors in the skin and the olfactory system. Air quality is mainly defined by the contaminants in the air. However, the most persistent memory of any space is often its odor. Strong, emotional, and past experiences are awakened by the olfactory sense. Odors can also influence cognitive processes that affect creative task performance, as well as personal memories and moods. Besides nitrogen and oxygen, the air contains particles and many chemicals that affect the efficiency of the oxygenation process in the blood, and ultimately the air breathed affects thinking and concentration. It is important to show clients the value of spending more capital on high-quality buildings that promote good ventilation. The process of achieving indoor-air quality is a continual one throughout the design, construction, commissioning, and facilities management processes. This paper reviews the evidence.

A study of the aroma of fried bacon and fried pork loin

Aroma compounds in the headspace volatiles of fried bacon and fried pork loin were identified. The concentrations of volatiles in bacon were much lower than those in pork loin, except for nitrogen compounds. It is likely that these differences were caused by the presence of nitrite in bacon. Characteristic aromas for fried bacon, described variously as bacon-, fried meat-, roast meat- and cooked meat-like, were found through olfactory testing. These aromas were not present in the pork loin samples. Compounds such as pyrazines, pyridines and furans are thought to be responsible for these meaty aromas. (C) 2004 Society of Chemical Industry.

Persistent, symptomless, systemic, and seed-borne infection of lettuce by Botrytis cinerea

Experiments are presented which show that Botrytis cinerea, the cause of gray mould disease, is often present in symptomless lettuce plants as a systemic, endophytic, infection which may arise from seed. The fungus was isolated on selective media from surface sterilized sections of roots, stem pieces and leaf discs from symptomless plants grown in a conventional glasshouse and in a spore-free air-flow provided by an isolation propagator. The presence of B. cinerea was confirmed by immuno-labelling the tissues with the Botrytis-specific monoclonal antibody BC-12.CA4. As plants grew, infection spread from the roots to stems and leaves. Surface sterilization of seeds reduced the number of infected symptomless plants. Artificial infection of seedlings with dry conidia increased the rate of infection in some experiments. Selected isolates were genetically finger-printed using microsatellite loci. This confirmed systemic spread of the inoculating isolates but showed that other isolates were also present and that single plants hosted multiple isolates. This shows that B. cinerea commonly grows in lettuce plants as an endophyte, as has already been shown for Primula. If true for other hosts, the endophytic phase may be as important a component of the species population as the aggressive necrotrophic phase.

Mechanisms of partial plant resistance to diamondback moth (Plutella xylostella) in brassicas

Artificial diet studies were used to differentiate among physical and chemical mechanisms affecting the suitability to diamondback moth (Plutella xylostella L.), of 16 food substrates obtained by growing four different brassicas in the glasshouse or field and measuring the pest's performance on either leaf discs or a diet incorporating leaf powders. Leaves of Chinese cabbage and the cabbage cultivar 'Minicole' were, respectively, the most and least suitable leaves for the insect, but this ranking was reversed on artificial diet. Leaves of glasshouse-grown plants were more suitable than those of plants grown in the fields. Differences in the suitability of leaves to diamondback moth appeared to be largely determined by leaf toughness and surface wax load. Concentrations of individual glucosinolates in the brassicas probably acted as phagostimulants, so increasing their intrinsic susceptibility to diamondback moth, but the effect of the physical factors appeared more important.

Enhanced viability of corneal epithelial cells for efficient transport/storage using a structurally-modified calcium alginate hydrogel

Aims: Therapeutic limbal epithelial stem cells could be managed more efficiently if clinically validated batches were transported for ‘on-demand’ use. Materials & methods: In this study, corneal epithelial cell viability in calcium alginate hydrogels was examined under cell culture, ambient and chilled conditions for up to 7 days. Results: Cell viability improved as gel internal pore size increased, and was further enhanced with modification of the gel from a mass to a thin disc. Ambient storage conditions were optimal for supporting cell viability in gel discs. Cell viability in gel discs was significantly enhanced with increases in pore size mediated by hydroxyethyl cellulose. Conclusion: Our novel methodology of controlling alginate gel shape and pore size together provides a more practical and economical alternative to established corneal tissue/cell storage methods.

The Prophetic Sound: a day and night of noise cabaret(symposium of talks and live performances)

'The Prophetic Sound: a day and night of noise cabaret' is the first event hosted by Agency of Noise. This all day event brought together artists and academics whose subject of focus is noise (in creative practice). Artists from across the UK were invited to consider a future post-digital era in which everything with a microchip has malfunctioned, as a thought exercise and starting point for response through sound. In response to Jacques Attali’s claim that music is prophecy, The Prophetic Sound asks us to consider if noise can communicate in an unbridled, unfiltered, way that is somehow not culturally coded -before it becomes sound that is recognised, refined, manipulated and exploited for musical or other cultured purpose. Featuring students from Reading, Brighton, LCC and Goldsmiths alongside more established artists and academics from across the UK, this event brings into focus locations where pattern, timbre, pitch, organisation and sequencing of sounds become distinguishable from noise and asks us to consider, through diversion within such locations, new origins for future communication systems. The Prophetic Sound included talks, films, presentations and performances from: Ryo Ikeshiro / Inigo Wilkins / Neal Spowage / Dane Sutherland / Poulomi Desai / Benedict Drew / AAS / Polly Fibre / Steven Dickie As part of The Prophetic Sound, POLLYFIBRE (Ellison, C.) performed LIVE RECORDING with Amplified Scissors. This industrial activity by POLLYFIBRE short-circuits the complicated chain that is music production. The distinctive roles of consumer, producer, composer, and performer collapse in a series of live ‘cuts’ where vinyl discs are produced with amplified scissors. Production happens through action and action becomes production. A limited edition of 9 flexi discs were produced and available for special collectors at the event.

Are superhumps good measures of the mass ratio for AM CVn systems?

We extend recent work that included the effect of pressure forces to derive the precession rate of eccentric accretion discs in cataclysmic variables to the case of double degenerate systems. We find that the logical scaling of the pressure force in such systems results in predictions of unrealistically high primary masses. Using the prototype AM CVn as a calibrator for the magnitude of the effect, we find that there is no scaling that applies consistently to all the systems in the class. We discuss the reasons for the lack of a superhump period to mass ratio relationship analogous to that known for SU UMa systems and suggest that this is because these secondaries do not have a single valued mass-radius relationship. We highlight the unreliability of mass-ratios derived by applying the SU UMa expression to the AM CVn binaries.