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.

Protocadherin alpha 3 inhibits lung squamous cell carcinoma metastasis and epithelial-mesenchymal transition

Tao Yu,Fei Liu,Chang Liu,Yongyu Liu,Jianhui Jia,Yanan Liu,Yi Ren 한국유전학회 2022 Genes & Genomics Vol.44 No.2

Background: Lung squamous cell carcinoma (LUSC) is associated with poor clinical prognosis and lacks available targeted therapy. Given that the major threat of cancer is metastasis, delineation of the molecular mechanism underlying it would help devise therapeutic strategies. Objective: To investigate the functional role of protocadherin alpha 3 (PCDHA3) in LUSC, as well as investigate the underlying molecular mechanism. Methods: Data for PCDHA3 expression and clinical information in The Cancer Genome Atlas (TCGA) were extracted and analyzed in the UALCAN platform. Expression levels of PCDHA3 in LUSC cell lines were analyzed via RT-PCR and western blot. Overexpression of PCDHA3 was conducted via plasmid transfection. CCK-8 and cell cycle assays were utilized to investigate effect of PCDHA3 on cell proliferation. Transwell assay was used to detect migration and invasion. The underlying mechanism was demonstrated via western blot analysis. Results: Our data indicate that PCDHA3 was low expressed in three kinds of LUSC cell lines and best in H520 cells. Furthermore, overexpression of PCDHA3 could significantly impair LUSC cells proliferation, invasion and migration. Moreover, PCHDA3 repressed the biomarkers of mesenchymal (N-cadherin, fibronectin and vimentin) and increased expression of epithelial markers (E-cadherin and α-catenin). On the other hand, PCDHA3 overexpression partially blocked epithelial-mesenchymal transition. Conclusions: PCDHA3 suppressed the LUSC cells proliferation, invasion and migration via inhibiting the expression of EMT signatures, suggesting that PCDHA3 could serve as a valuable therapeutic target for LUSC therapy.

A Rapid and Simple Method for DNA Preparation of Magnaporthe oryzae from Single Rice Blast Lesions for PCR-Based Molecular Analysis

Liying Dong(Liying Dong),Shufang Liu(Shufang Liu),Jing Li(Jing Li),Didier Tharreau(Didier Tharreau ),Pei Liu(Pei Liu),Dayun Tao(Dayun Tao),Qinzhong Yang(Qinzhong Yang) 한국식물병리학회 2022 Plant Pathology Journal Vol.38 No.6

Rice blast is one of the most destructive diseases of rice worldwide, and the causative agent is the filamentous ascomycete Magnaporthe oryzae. With the successful cloning of more and more avirulence genes from M. oryzae, the direct extraction of M. oryzae genomic DNA from infected rice tissue would be useful alternative for rapid monitoring of changes of avirulence genes without isolation and cultivation of the pathogen. In this study, a fast, low-cost and reliable method for DNA preparation of M. oryzae from a small piece of infected single rice leaf or neck lesion was established. This single step method only required 10 min for DNA preparation and conventional chemical reagents commonly found in the laboratory. The AvrPik and AvrPi9 genes were successfully amplified with the prepared DNA. The expected DNA fragments from 570 bp to 1,139 bp could be amplified even three months after DNA preparation. This method was also suitable for DNA preparation from M. oryzae strains stored on the filter paper. All together these results indicate that the DNA preparation method established in this study is reliable, and could meet the basic needs for polymerase chain reaction-based analysis of M. oryzae.

A Rapid and Simple Method for DNA Preparation of Magnaporthe oryzae from Single Rice Blast Lesions for PCR-Based Molecular Analysis

Liying Dong(Liying Dong),Shufang Liu(Shufang Liu),Jing Li(Jing Li),Didier Tharreau(Didier Tharreau ),Pei Liu(Pei Liu),Dayun Tao(Dayun Tao),Qinzhong Yang(Qinzhong Yang) 한국식물병리학회 2023 Plant Pathology Journal Vol.39 No.2

Reduction Strategy of Point Clouds to Reconstruct Surface Based on Fuzzy Clustering

Liu Yan-ju,Jiang Jin-gang,Tao Bai-rui,Zhang Hong-lie,Liu Yan-zhong 보안공학연구지원센터(IJGDC) 2014 International Journal of Grid and Distributed Comp Vol.7 No.4

Whole Brain Radiotherapy Plus Chemotherapy in the Treatment of Brain Metastases from Lung Cancer: A Meta-analysis of 19 Randomized Controlled Trails

Liu, Wen-Jing,Zeng, Xian-Tao,Qin, Hai-Feng,Gao, Hong-Jun,Bi, Wei-Jing,Liu, Xiao-Qing Asian Pacific Journal of Cancer Prevention 2012 Asian Pacific journal of cancer prevention Vol.13 No.7

Objective: To evaluate the efficacy and safety of whole brain radiotherapy (WBRT) plus chemotherapy versus WBRT alone for treating brain metastases (BM) from lung cancer by performing a meta-analysis based on randomized controlled trials (RCTs). Methods: The PubMed, Embase, CENTRAL, ASCO, ESMO, CBM, CNKI, and VIP databases were searched for relevant RCTs performed between January 2000 and March 2012. After quality assessment and data extraction, the meta-analysis was performed using the RevMan 5.1 software, with funnel plot evaluation of publication bias. Results: 19 RCTs involving 1,343 patients were included. The meta-analyses demonstrated that compared to WBRT alone, WBRT plus chemotherapy was more effective with regard to the objective response rate (OR = 2.30, 95% CI = 1.79 - 2.98; P < 0.001); however, the incidences of gastrointestinal reactions (RR = 3.82, 95% CI = 2.33 - 6.28, P <0.001), bone marrow suppression (RR = 5.49, 95% CI = 3.65 - 8.25, P < 0.001), thrombocytopenia (RR = 5.83, 95% CI = 0.39 - 86.59; P = 0.20), leukopenia (RR = 3.13, 95% CI = 1.77 - 5.51; P < 0.001), and neutropenia (RR = 2.75, 95% CI = 1.61 - 4.68; P < 0.001) in patients treated with WBRT plus chemotherapy were higher than with WBRT alone. There was no obvious publication bias detected. Conclusion: WBRT plus chemotherapy can obviously improve total efficacy rate, butalso increases the incidence of adverse reactions compared to WBRT alone. From the limitations of this study, more large-scale, high-quality RCTs are suggested for further verification.

Formation Mechanism and Control Measures of Sliding Surface about Bedding Slope Containing Weak Interlayer

Tao Wang,Hongbao Zhao,Yihong Liu,Shaoqiang Liu,Rui Liu 대한토목학회 2020 KSCE JOURNAL OF CIVIL ENGINEERING Vol.24 No.8

During the mining process of Hami open-pit coal mine, a large number of cracks appeared on the ground surface near the top of the end slope, which affected the stability of the slope and the subsequent safe mining of resources. By analyzing the deformation of rock stratum, the position of weak interlayer in the slope was determined. Considering the rock mass with weak interlayer as a complete mechanical system, the mechanical model of the rock mass system with weak interlayer was established, and the evaluation index of rock failure degree before slope instability was proposed. The failure mode of slope with weak interlayer is as follows: sliding failure-cutting layer failure-tension failure. The safety factor of slope decreases first and then increases with the increase of the depth of the weak interlayer, and gradually decreases with the increase of the inclination of the weak interlayer. The pressing foot of slope can be used in landslide control of slope with weak interlayers, and the optimal pressing foot solution to ensure the safe mining of final slope coal resources was determined to be a pressing foot height of 35 m and pressing foot width of 20 m.

MicroRNA Expression Profile Analysis Reveals Diagnostic Biomarker for Human Prostate Cancer

Liu, Dong-Fu,Wu, Ji-Tao,Wang, Jian-Ming,Liu, Qing-Zuo,Gao, Zhen-Li,Liu, Yun-Xiang Asian Pacific Journal of Cancer Prevention 2012 Asian Pacific journal of cancer prevention Vol.13 No.7

Prostate cancer is a highly prevalent disease in older men of the western world. MicroRNAs (miRNAs) are small RNA molecules that regulate gene expression via posttranscriptional inhibition of protein synthesis. To identify the diagnostic potential of miRNAs in prostate cancer, we downloaded the miRNA expression profile of prostate cancer from the GEO database and analysed the differentially expressed miRNAs (DE-miRNAs) in prostate cancerous tissue compared to non-cancerous tissue. Then, the targets of these DE-miRNAs were extracted from the database and mapped to the STRING and KEGG databases for network construction and pathway enrichment analysis. We identified a total of 16 miRNAs that showed a significant differential expression in cancer samples. A total of 9 target genes corresponding to 3 DE-miRNAs were obtained. After network and pathway enrichment analysis, we finally demonstrated that miR-20 appears to play an important role in the regulation of prostate cancer onset. MiR-20 as single biomarker or in combination could be useful in the diagnosis of prostate cancer. We anticipate our study could provide the groundwork for further experiments.

Chlorogenic Acid-Enriched Extract of Ilex kudingcha C.J. Tseng Inhibits Angiogenesis in Zebrafish

Tao Zhong,Linghua Piao,김현정,Xian De Liu,Shengnan Jiang,Guomin Liu 한국식품영양과학회 2017 Journal of medicinal food Vol.20 No.12

Kudingcha is a particularly bitter tasting tea that has been widely used in China to eliminate fever and itching eyes, and to clear blood toxins. Kudingcha is considered of value for its potential anticancer effects that are attributed to the presence of characteristic bioactive ingredients. The chlorogenic acid (CGA) derivatives 3-0-caffeoylquinic acid, 5-0-caffeoylquinic acid, 3,5-0-dicaffeoylquinic acid, and 4,5-0-dicaffeoylquinic acid were separated from Ilex kudingcha C.J. Tseng extract by high-performance liquid chromatography (HPLC)–photodiode array detector (PDA) and HPLC-nuclear magnetic resonance (NMR). In Tg(flk1:EGFP) zebrafish embryos at 52 hours postfertilization (hpf), angiogenesis was significantly inhibited by kudingcha extract (KDCE) at concentrations of 400 and 500 μg/mL and CGA also showed significant inhibition in embryos treated with 80, 100, and 130 μg/mL. Endothelial cell apoptosis showed a dose-dependent increase in response to KDCE and CGA. CGA derivatives from KDCE could have potential as anticancer agents against tumor angiogenesis.

Dynamic Evaluation of Online Learning System and Red Sports Culture : a Modern Physical Education Practice

Liu Hongtao,Liu hong,Fan Hongling,Chen Yuanping,Tao Ganchen 보안공학연구지원센터 2015 International Journal of Hybrid Information Techno Vol.8 No.12

Modern education technology has changed the teaching mode, and brings a huge impact to physical education. With the development of multimedia technology, the impact of network education is unprecedented, not only changes the teaching content and teaching methods, but makes the fundamental reform of the modern education system. In this paper, we test the correlation of red sports culture and modern physical education by using network data. The result shows that after red sports cultural has been integrated; college student’s outlook on life, values and world outlook has a very significant increase, and it will enhance innovative thinking ability of college student. So that, network education has formed a new growth point, and will become the main direction.