MULTI-BRAIN NETWORK ACROSS CONSUMERS’ RIGHT INFERIOR FRONTAL GYRUS PREDICTS THEIR ATTITUDES TOWARD ADVERTISING

Tao Liu,Xingchen Liu 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction How to evaluate quality of advertising? Previous behavioral studies have mainly focused on subjective reports of survey and interview containing social and cognitive bias, or objective data of sell changes suffering huge temporal and monetary cost. Recently, increasing researchers have proposed that techniques of neuro-imaging could provide an objective and effective way to examine cognitive neural mechanisms underlying consumer behavior (referred to as consumer neuroscience) (Karmarkar & Yoon, 2016), and several studies have measured consumer's brain responses to advertising and movie trailer in both single- and two-brain frames (Barnett & Cerf, 2017; Venkatraman et al., 2015). However, still little is known about cognitive neural mechanisms underlying comprehension of advertising. Functional near-infrared spectroscopy (fNIRS) is a non-invasive technique of brain-imaging measuring changes in the hemodynamic properties of human brain. Compared with fMRI and EEG, fNIRS is portable, has few physical constraints on participants with reasonable spatial and temporal resolution, and is tolerant to electromagnetic noise and motion artifact. Therefore, fNIRS is a suitable tool for research of human behavior in daily-life contexts (Liu et al., in press), which is a trends in neuroimaging (Hasson & Honey, 2012) and consumer neuroscience as weill. Methods To examine the neural responses to different quality of advertisings, in the present study we measured 14 undergraduate students' frontal activations while watching 20 advertisings in Study 1 and listening 30 music demos in Study 2 using a portable fNIRS device, and analyzed interpersonal neural network across all participants based on graph theory. Figure 1 shows positions of the fNIRS channels. Positions of the fNIRS channels were measured by a 3D magnetic digitizer. In a pilot study, another group of participants were recruited to score 30 advertisings from three dimensions: degree of liking, degree of willing to pay (WTP), and degree of understanding, and finally top-10 and bottom-10 scored adverting were remained for the final experiment in Study 1. Concerning the music demos used in Study 2, we selected the top-15 and bottow-15 ranking music in the ‘Billboard 2014 hot 100’. During the experiment, participants were asked to score their degree of liking and WTP to the advertising or the music immediately after each stimulus was displayed. After the experiment, they were also instructed to score and report their understanding on each advertising or music. Results and Discussion In Study 1, the intra-brain activations revealed higher medial prefrontal cortex (mPFC) activation when participants watched low-scored advertisings than watched high-scored ones (Fig. 2), and the mPFC activations showed a positive relationship with participants’ understanding on the meaning of the advertisings. This result only suggests that low-scored advertisings were relatively hard for participants to understand the intentions of the adverting, requiring more cognitive resources of mentalizing (Lieberman, 2007). Importantly, when we considered all participants' brains as a network, and then calculated the interpersonal neural connectivity (INS) across the network (defined as the number of participant pairs who showed significant positive inter-brain neural synchronization across them indicating shared understanding) (Hasson et al., 2012), only the network connectivity in the right inferior frontal gyrus (IFG) had significantly positive relationships with participants' scores of attitude towards the advertisings (defined as mean of the scores of liking and WTP) (Fig. 3). Study 2 confirmed the result showing significantly positive relationship between the network connectivity across all participants' brains and their scores of attitude towards the song demos. More importantly, the network connectivity in the right IFG of the small group of participants also significantly predicted the public's attitude towards the songs assessed by the rating scores on Douban website (Fig. 4). Conclusion The right IFG is a core area of mirror neuron system and is closely associated with empathy (Lamm et al., 2007). Thus, the present results suggest that high-scored advertisings may activate consumer's empathic response to simulate and experience their contents and intentions. And the network connectivity across consumers' brains in the right IFG may be a critical index evaluating quality of experiential advertisings. Practically, advertising should invite consumers to experience their products, and then could convey information and emotion more effectively.

Time-Matching Poisson Multi-Bernoulli Mixture Filter For Multi-Target Tracking In Sensor Scanning Mode

Xingchen Lu,Dahai Jing,Defu Jiang,Ming Liu,Yiyue Gao,Chenyong Tian 한국인터넷정보학회 2023 KSII Transactions on Internet and Information Syst Vol.17 No.6

In Bayesian multi-target tracking, the Poisson multi-Bernoulli mixture (PMBM) filter is a state-of-the-art filter based on the methodology of random finite set which is a conjugate prior composed of Poisson point process (PPP) and multi-Bernoulli mixture (MBM). In order to improve the random finite set-based filter utilized in multi-target tracking of sensor scanning, this paper introduces the Poisson multi-Bernoulli mixture filter into time-matching Bayesian filtering framework and derive a tractable and principled method, namely: the time-matching Poisson multi-Bernoulli mixture (TM-PMBM) filter. We also provide the Gaussian mixture implementation of the TM-PMBM filter for linear-Gaussian dynamic and measurement models. Subsequently, we compare the performance of the TM-PMBM filter with other RFS filters based on time-matching method with different birth models under directional continuous scanning and out-of-order discontinuous scanning. The results of simulation demonstrate that the proposed filter not only can effectively reduce the influence of sampling time diversity, but also improve the estimated accuracy of target state along with cardinality.

Intraoperative inspection alone is a reliable guide to the choice of surgical procedure for enteroenteric fistulas in Crohn’s disease

( Zhen Guo ),( Xingchen Cai ),( Ruiqing Liu ),( Jianfeng Gong ),( Yi Li ),( Lei Cao ),( Weiming Zhu ) 대한장연구학회 2018 Intestinal Research Vol.16 No.2

Background/Aims: Resection of the diseased segment and suture of the victim segment is recommended for enteroenteric fistula in Crohn’s disease (CD). The main difficulty in this procedure remains reliable diagnosis of the victim segment, especially for fistulas found intraoperatively and inaccessible on endoscopic examination. We aimed to explore whether intraoperative inspection alone is reliable. Methods: Patients undergoing conservative surgery between 2011 and 2016 for enteroenteric fistulas complicating CD were identified from a prospectively maintained database. Patients were divided according to whether the victim segment was evaluated by preoperative endoscopy + intraoperative inspection (PI group) or by intraoperative inspection alone (I group). Outcomes were compared. Results: Of 65 patients eligible for the study, 37 were in in the PI group and 28 were in the I group. The baseline characteristics were similar between the groups, except for the rate of emergency surgery (0/37 in PI group vs. 5/28 in I group, P=0.012). Fistulas involved more small intestines (4/37 in PI group vs. 15/28 in I group, P< 0.001) and fewer sigmoid colons (17/37 in PI group vs. 4/28 in I group, P=0.008) in I group due to accessibility with endoscopy. No difference was found in postoperative complications, stoma rates, postoperative recurrence, or disease at the repair site between the 2 groups (P >0.05). Conclusions: For fistulas found intraoperatively and inaccessible on endoscopic examination, intraoperative inspection was a reliable guide when choosing between en bloc resection and a conservative procedure. (Intest Res 2018;16:282-287)

Structural Mechanical Characteristics of a Large Bolted Beam Reaction System and Its Modified Calculation Method

Feng Huang,Ban Zhang,Xingchen Liu,Jinyang Xiang,Guoqing Wan,Miaodi Qu 한국강구조학회 2022 International Journal of Steel Structures Vol.22 No.1

The primary error sources of engineering design for bolted beam reaction system with large size are mainly from the deformation of structure, mechanical behavior of connection joints. In addition, the simplifi ed calculation method of bolted connection has not formed a unifi ed understanding. A vertical static load test was carried out in the laboratory, and the deformation laws of the reaction beam were analyzed to obtain the mechanical characteristics of the connection joints by controlling the defl ection of the reaction beam. The composite eff ect coeffi cient k l of the variable section panel structure was introduced to the theoretical solution of the defl ection of the variable cross-section beam. Simultaneously, the fi nite element method was employed to establish the detailed model of the beam reaction system. The mechanical behavior of the reaction beam and the bolted joint are extensively studied, and the simplifi ed method of bolted joint is improved. The bolted connection is simplifi ed as a semi-rigid joint, and then the theoretical formula is proposed to calculate the defl ection and deformation of the beam structure under bolted connection. The defl ection and deformation of the reaction beam by the test and theoretical formula are consistent. The results show that the theoretical formula can well calculate the defl ection and deformation of structure members under bolted connection.

Bioprocess Production of Sea Cucumber Rice Wine and Characterization of Functional Components and Antioxidant Activities

Shuai He,Lin Wang,Hao Dong,Pei Liu,Peiyu Shi,Xuemin Li,Xingchen Ren,Ning Lv,Yanan Liu,Changhu Xue,Hong Lin,Xiangzhao Mao 한국식품과학회 2014 Food Science and Biotechnology Vol.23 No.3

A new production bioprocess for sea cucumberrice wine (SCRW) was established. The traditional productiontechnology of Chinese rice wine was combined with additionof sea cucumber hydrosylates. The optimal enzymaticconditions of sea cucumber and the fermentation process ofSCRW were determined. The weight of sea cucumberenzymatic hydrolysates was 2.5% of millet while cookingthe millet. SCRW contained abundant free amino acids (30total at 1,681.216 mg/L), oligosaccharides (4 total at10,999.380 mg/L), total phenols (658.850 mg/L), andmineral elements (9 total at 1,911.353 mg/kg), and anantioxidant activity, all of which were higher than forcontrol rice wine (CRW). Galactosamine and glucuronicacid, both sea cucumber polysaccharides, were present inSCRW, but not in CRW.

Evaluation of an Immune-privileged Scaffold for In vivo Implantation of Tissue-engineered Trachea

Shu Pan,Fei Sun,Hongcan Shi,Fangbiao Zhang,Xingchen Liu,Weidong Zhang 한국생물공학회 2014 Biotechnology and Bioprocess Engineering Vol.19 No.5

Forty tracheas were harvested from donor NewZealand rabbits. Thirty of the tracheas were randomlydivided into four treatment groups corresponding to 4, 5, 6,or 7% NaClO4 and one untreated group (n = 6 each group). Scanning electron microscopy distinctly revealed thecilium of epithelial cells in the fresh trachea. The internalsurface of the trachea was rough in the 4% treatment groupand smooth in the 5% treatment group, whereas the matrixwas fractured in the 6% treatment group and highlyfractured in the 7% treatment group. We observed that thenumber of nuclei in the cells of the 4, 5, 6, and 7%treatment groups decreased compared to the cells of theuntreated group (p < 0.05). Although there was a significantdecrease in maximum tensile strength, tensile strain atfracture and the elastic modulus (p < 0.05) with increasingconcentrations of NaClO4, the content of glycosaminoglycans(GAGs) did not significantly decline (p > 0.05) in the 5%treatment group. In addition, histopathological analysisshowed that the fiber component and basement membraneof the matrix in the 5% treatment group were retained afteroptimal decellularization. Despite the preserved cartilage,in vitro immunohistochemical analysis revealed that thematrix did not show the presence of major histocompatibilitycomplex (MHC) antigens. The remaining ten donor tracheas,which were divided into a positive control group and anoptimal decellularized group, were used for allogeneictransplantation. Blood samples were taken regularly, andhistologic examinations were performed at 30 days postimplantation,which showed no significant immune rejection. In conclusion, we surveyed the structural integrity throughmorphological observation and compared the biomechanicaland immunogenic changes in the tracheal matrix under thedifferent treatments. The optimal decellularized trachealmatrix with preserved cartilage, which was acquired via 5%NaClO4 treatment, exhibited structural integrity, antigen cellremoval and immune privilege and would be suitable for useas a tissue-engineered trachea for in vivo transplantation inrabbit models.

Ce3+ triggers fenton-like processes in neutral solutions for effective catechol degradation

Xing Chen,Xu Liu,Hai-Bo Wang,Kang-Ping Cui,Rohan Weerasooriya,Shi-Long He,Guang-Hong Li,Jun Pan,Kai Zhou 대한환경공학회 2022 Environmental Engineering Research Vol.27 No.1

Classical Fenton and Fenton-like processes destruct organic pollutants in water non-selectively to complete mineralization. However, the usage of classical Fenton or Fenton-like processes is often limited due to the narrow operational pH window, sludge accumulation, inefficient H₂O₂ and efficiency decline. To overcome these constraints, in this study, we used a homogeneous Fe<SUP>3+</SUP>-Ce<SUP>3+</SUP>-H₂O₂ Fenton-like process to degrade catechol at different experimental conditions. At pH 7, almost 97% of 10 mM catechol can be destructed within 60 min while the degradation by Classical Fenton or Fe<SUP>3+</SUP>-H₂O₂ Fenton-like process only 36.2% and 23.7%. The resultant solution after the degradation contains only traces of cerium ions. The sludge created by the process was extensively characterized by FTIR and XPS spectroscopy to elucidate the fate of cerium ions. Electron spin resonance (ESR) data confirmed •OH as the major free radical in Fe<SUP>3+</SUP>-Ce<SUP>3+</SUP>-H₂O₂ process. Our Fenton-like process widens the optimal pH values to neutral condition.