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  • Human emotions can be meticulously associated with decision-making, and emotion can generate behaviours. Due to the fact that it could be bias and exhaustively complex to examine how human beings make choices, important groups of study in finance are stock traders and non-traders. The objective of this work is to analyze the connection between emotions and the decision-making process of investors and non-investors to understand how emotional arousal might dictate the process of deciding policy. As facial expressions are fleeting, neuroscience tools such as AFFDEX (Real-Time Facial Expression Analysis), Eye-Tracking, and GSR (galvanic skin response) were adopted to facilitate the experiment and its accompanying analysis process. Thirty-seven participants attended the study, ranging from 18 to 72 years old; the distribution of investors and non-investors was twenty-four and thirteen, respectively. The experiment initially disclosed a thought-provoking result between the two groups under the certainty and risk-seeking prospect theory; there were more risk-takers among non-investors at 75%, while investors were inclined toward certainty at 79.17%. The implication could be that the non-investing individuals were less complex in thought and therefore pursued higher returns besides a high probability of losing the game. In addition, the automatic emotion classification system indicates that when non-investors confronted a stock trending chart beyond their acquaintance or knowledge, they were psychologically exposed to fear, anger, sadness, and surprise. Investors, on the contrary, were detected with disgust, joy, contempt, engagement, sadness, and surprise, where sadness and surprise overlapped in both parties. Under time pressure conditions, 54.05% of investors or non-investors tend to make decisions after the peak(s) of emotional arousal. Variations were found in the deciding points of the slopes: 2.70% were decided right after the peak(s), 37.84% waited until the emotions turned stable, and 13.51% were determined as the emotional indicators started to slide downwards. Several combinations of emotional responses were associated with decisions. For example, negative emotions could induce passive decision-making, in this case, to sell the stock; nevertheless, it was also examined that as the slope slipped downwards to a particular horizontal point, the individuals became more optimistic and selected the "BUY" option. The support of physiological monitoring tools makes it possible to capture the individuals' responses and discover the science of decision-making. Future works may consider expanding the study to more significant demographic populations for further discoveries

  • Human emotions can be associated with decision-making, and emotions can generate behaviors. Due to the fact that it could be biased and exhaustively complex to examine how human beings make choices, it is necessary to consider relevant groups of study, such as stock traders and non-traders in finance. This work aims to analyze the connection between emotions and the decision-making process of investors and non-investors submitted to the same set of stimuli to understand how emotional arousal might dictate the decision process. Neuroscience monitoring tools such as Real-Time Facial Expression Analysis (AFFDEX), Eye-Tracking, and Galvanic Skin Response (GSR) were adopted to monitor the related experiments of this paper and its accompanying analysis process. Thirty-seven participants attended the study, 24 were classified as stock traders, and 13 were non-traders; the mean age for the groups was 35 and 25, respectively. The designed experiment initially disclosed a thought-provoking result between the two groups under the certainty and risk-seeking prospect theory; there were more risk-takers among non-investors at 75%, while investors were inclined toward certainty at 79.17%. The implication could be that the non-investing individuals were less complex in thought and therefore pursued higher returns besides a high probability of losing the game. In addition, the automatic emotion classification system indicates that when non-investors confronted a stock trending chart beyond their acquaintance or knowledge, they were psychologically exposed to fear, anger, sadness, and surprise. On the contrary, investors were detected with disgust, joy, contempt, engagement, sadness, and surprise, where sadness and surprise overlapped in both parties. Under time pressure conditions, 54.05% of investors or non-investors tend to make decisions after the peak(s) of emotional arousal. Variations were found in the deciding points of the slopes: 2.70% were decided right after the peak(s), 37.84% waited until the emotions turned stable, and 13.51% were determined as the emotional indicators started to slide downwards. Several combinations of emotional responses were associated with decisions. For example, negative emotions could induce passive decision-making, in this case, to sell the stock; nevertheless, it was also examined that as the slope slipped downwards to a particular horizontal point, the individuals became more optimistic and selected the "BUY" option. Future works may consider expanding the study to larger sample size, different demographic groups, and other biometrics for further analysis and conclusions.

  • Skip to Next Section Group-living animals must adjust the expression of their social behaviour to changes in their social environment and to transitions between life-history stages, and this social plasticity can be seen as an adaptive trait that can be under positive selection when changes in the environment outpace the rate of genetic evolutionary change. Here, we propose a conceptual framework for understanding the neuromolecular mechanisms of social plasticity. According to this framework, social plasticity is achieved by rewiring or by biochemically switching nodes of a neural network underlying social behaviour in response to perceived social information. Therefore, at the molecular level, it depends on the social regulation of gene expression, so that different genomic and epigenetic states of this brain network correspond to different behavioural states, and the switches between states are orchestrated by signalling pathways that interface the social environment and the genotype. Different types of social plasticity can be recognized based on the observed patterns of inter- versus intra-individual occurrence, time scale and reversibility. It is proposed that these different types of social plasticity rely on different proximate mechanisms at the physiological, neural and genomic level.

  • Consumers' selections and decision-making processes are some of the most exciting and challenging topics in neuromarketing, sales, and branding. Multicultural influences and societal conditions are also crucial aspects to consider from a global perspective. Applying neuroscience tools and techniques in international marketing and consumer behavior is an emergent and multidisciplinary field that aims to understand consumers' thoughts, reactions, and selection processes in branding and sales. This study focuses on real-time monitoring of different physiological signals using eye-tracking, facial expressions recognition, and Galvanic Skin Response (GSR) acquisition methods to analyze consumers' responses, detect emotional arousal, measure attention or relaxation levels, analyze perception, consciousness, memory, learning, motivation, preference, and decision-making. The primary purpose of this research was to monitor human subjects' reactions to these signals during an experiment designed in three phases consisting of different types of branding advertisements. The non-advertisement exposition was also monitored during the gathering of survey responses at the end of each phase. A feature extraction module was implemented with a data analytics module to calculate statistical metrics and decision-making supporting tools based on Principal Component Analysis (PCA) and Feature Importance (FI) determination based on the Random Forest technique. The results indicate that when compared to image ads, video ads are more effective in attracting consumers' attention and creating more emotional arousal.

  • Consumers' selections and decision-making processes are some of the most exciting and challenging topics in neuromarketing, sales, and branding. From a global perspective, multicultural influences and societal conditions are crucial to consider. Neuroscience applications in international marketing and consumer behavior is an emergent and multidisciplinary field aiming to understand consumers' thoughts, reactions, and selection processes in branding and sales. This study focuses on real-time monitoring of different physiological signals using eye-tracking, facial expressions recognition, and Galvanic Skin Response (GSR) acquisition methods to analyze consumers' responses, detect emotional arousal, measure attention or relaxation levels, analyze perception, consciousness, memory, learning, motivation, preference, and decision-making. This research aimed to monitor human subjects' reactions to these signals during an experiment designed in three phases consisting of different branding advertisements. The nonadvertisement exposition was also monitored while gathering survey responses at the end of each phase. A feature extraction module with a data analytics module was implemented to calculate statistical metrics and decision-making supporting tools based on Principal Component Analysis (PCA) and Feature Importance (FI) determination based on the Random Forest technique. The results indicate that when compared to image ads, video ads are more effective in attracting consumers' attention and creating more emotional arousal.

  • This research aims to evaluate a Macau tea brand's social media advertising effectiveness with neuromarketing tools, including physiological monitoring that can measure emotional arousal. This research bridges the gap of social media marketing on Instagram for brands through the neuromarketing method. Data from 40 respondents were collected with iMotions software using neuroscientific tools. This research uses the stimuli of Guanding Teahouse, a newly established Macau tea brand, to evaluate social media advertising effectiveness. The neuroscientific tools – Galvanic Skin Response (GSR) sensors, Eye-tracking, Facial Expression Analysis (FEA) and emotion analysis are used to do the experiment. The data analysis was drawn from one representative respondent to measure the emotions and attention on the Instagram advertisements. Video 1 recorded 9 GSR peaks and Video 2 recorded 12 GSR peaks, both videos attention is ranging between 96-98 indexes. Results show that advertising videos should focus more on the products than the model. Moreover, the participant is more interested in Video 2, but the effectiveness of advertising is showing a lower focus on the brand and the tea. Future studies should consider comparing the video advertising effectiveness of Instagram stories and Instagram reels to prevent disruption of video on the stories ad.

  • The invention of neuroscience has benefited medical practitioners and businesses in improving their management and leadership. Neuromarketing, a field that combines neuroscience and marketing, helps businesses understand consumer behaviour and how they respond to advertising stimuli. This study aims to investigate the consumer purchase intention and preferences to improve the marketing management of the brand, based on neuroscientific tools such as emotional arousal using Galvanic Skin Response (GSR) sensors, eye-tracking, and emotion analysis through facial expressions classification. The stimuli for the experiment are two advertisement videos from the Macau tea brand “Guanding Teahouse” followed by a survey. The experiment was conducted on 40 participants. 76.2% of participants that chose the same product in the first survey responded with the same choice of products in the second survey. The GSR peaks in video ad 1 measured a total of 60. On the other hand, video ad 2 counted a total of 55 GSR peaks. The emotions in ad1 and ad2 have similar responses, with an attention percentage of 76%. The results showed that ad1 has a higher engagement time of 11.1% and ad2 has 9.6%, but only 19 of the respondent’s conducted engagement in video ad1, and 31 showed engagement in video ad2. The results demonstrated that although ad 1 has higher engagement rates, the respondents are more attracted to video ad 2. Therefore, ad2 has better marketing power than ad 1. Overall, this study bridges the gap of no previous research on measuring tea brand advertisements with the neuroscientific method. The results provide valuable insights for marketers to develop better advertisements and marketing campaigns and understand consumer preferences by personalising and targeting advertisements based on consumers' emotional responses and behaviour of consumers' purchase intentions. Future research could explore advertisements targeting different demographics.

  • "Adult neurogenesis, i.e., the production of new neurons in the adult brain, has been studied intensively in the past years, both in humans and in animal models, as the understanding of this process can have major clinical implications. The study of neurogenesis in fish has been receiving more attention as, unlike mammals, they possess remarkably high levels of adult neurogenesis and a high capability for neuronal regeneration and replacement where neuronal death has occurred. Less is known, however, on the importance of adult neurogenesis for behavioural plasticity, i.e., for the capacity to change behaviour according to context. As a product of the brain, behaviour relies on functional neuronal networks and it may be expected that more permanent changes in behavioural states imply structural reorganization of neuronal circuits, with the integration of new neurons. Interestingly, the high level of brain plasticity of fish is paralleled by a high degree of behavioural plasticity, with many examples of species that change, either reversibly or irreversibly, their behavioural phenotype during their lifetime, as illustrated by species with functional sex-change and alternative reproductive phenotypes. Flexibility in behaviour may thus require a reorganization of neuronal networks underlying these behaviours with recruitment of new neurons. In this thesis, the link between brain and behavioural plasticity was studied in a small marine fish that inhabits the Mediterranean and adjacent Atlantic coasts, the peacock blenny Salaria pavo. In this species, males adopt nests in rock crevices and attract females into the nest for egg laying, with the male taking care of the eggs until hatching. In some populations, a scarcity of nest sites drives smaller and young males to adopt an alternative reproductive tactic to reproduce. These “sneaker” males mimic the females’ morphology and reproductive behaviour in order to illude the larger nesting males and parasitically fertilize eggs during mating events. Sneaker males later transition into the nesting male phenotype, and this major behavioural transformation in the same animal, first courting males and afterwards courting females, may imply significant reorganization of brain areas associated with reproductive behaviour. During the study, a brain atlas for the species was developed and the main cell proliferation regions, i.e. niches of stem cells birth that may differentiate into cells of the nervous system, characterized. Proliferative areas were observed throughout the whole brain and paralleled the pattern described for other teleosts. Proliferative cells were abundant namely in areas like the olfactory bulbs (granular and glomerular), the anterior subdivision of the dorsomedial telencephalon (DMa), the dorsal and ventral part of the ventral subdivision of the dorsomedial telencephalon (DMvd and DMvv), the dorsal part of the dorsal subdivision of the dorsomedial telencephalon (DMdd), the posterior subdivision of the dorsolateral telencephalon (DLp), the posterior zone of the dorsal telencephalic area (DP), the preoptic area (POA), the dorsal, supracommissural and ventral nucleus of the ventral telencephalic area (Vd, Vs and Vv), the optic tectum and its periventricular grey zone (TeO and PGZ), the ventral zone of the periventricular hypothalamus (Hv), the cerebellum, mainly the molecular layer (CCeM) and the caudal lobe (LCa). A study of the brain nuclei activated during female courtship events using immediate early-genes suggested that some of the areas of the social behaviour network (SBN), a set of brain nuclei underlying the expression of social behaviour across vertebrates, are implicated in female courtship, in particular nuclei in the ventral telencephalic regions. This was followed by an experiment to investigate the possible link between cell proliferation and male tactic switch. Nest availability was manipulated to allow a fraction of sneaker males to adopt a nest and start the transition to nesting males. Ten days after the experiment, some of the smaller males had indeed started switching into nesting males, adopting a nest and starting to develop male secondary sexual characters. The pattern of brain proliferation was studied in these fish to try to confirm that the irreversible behavioural transition would be associated with the reorganization of brain nuclei, assuming that cell proliferation relates to neurogenesis and structural reorganization. Transitional males had elevated cell proliferation levels, as compared to males that remained sneakers, in the dorsolateral anterior and posterior telencephalic regions, thought to be homologous to the hippocampus in mammals. Cell proliferation levels were generally elevated in ventral and ventromedial telencephalic nuclei in both sneakers and transitional males, as compared with nesting males and females, areas considered to be homologous to nuclei of the amygdaloid complex of mammals. There was large variation in proliferation levels within transitional males, and in particular one male more advanced in the transition had higher numbers of BrdU-positive cells than the others. This suggests that a longer time-window for detecting the peak in brain cell proliferation associated with tactic transition in some fish may have been needed. Overall, the study supports the hypothesis that behavioural transition in males of this species is paralleled by an increase in cell proliferation in nuclei potentially relevant for the expression of reproductive behaviours, and establishes the peacock blenny as a new relevant model for the study of neuronal plasticity in vertebrates."

  • We live in an era in which critique of the West has become a deep-rooted phenomenon of the lives of non-Europeans. This paper contributes to the study of European women perception of South East Asia as mirrored in travel writing accounts and, independently but syncronic, of the Chinese women poets who wrote during a period a few decades before and after the mid nineteenth century. I shall be analysing the Western concept of femininity and domesticity in relation to and symultaneously attempting to reformulate Edward Said’s concept of Orientalism. Central to my research method is the fact that I am trying to add to to a traditional Western-oriented gender issues approach - baded on a review of the mid- nineteenth women travel writers - a reversed view, that being the representation of the Orient emerging from the vision of Chinese women literature. My research not only focuses on the literariness of travel writing, which has been widely neglected, but also on a vision of the Orient that is represented by some Chinese women writers in the nineteenth century –Gan Lirou 甘立媃 (1743-1819) and Lü Bicheng 呂碧城 (1883 – 1943). My research is not a survey study of Chinese literature, and it does not claim to be exhaustive. Instead, I attempt to systematize the problem of Western representations of the Orient by taking Ana d’Almeida’s diary, A Lady’s Visit to Manilla and Japan, as central reference and source of conceptual classification. From there, I am trying to further some gender issues drawn from Ana d'Almeida's text and identify symetric instances of those representations, if present, in Chinese literary texts written roughly in the same historical period. Expending Edward Said’s Orientalism, this paper tries to challenge the classic univocal Orient-Occident approach and to mirror Western Orientalist and pseudo- Orientalist ideas into contemporary Chinese writings. This is also meant to be an introduction to this cross-cultural comparative approach of feminity and domesticity open for further contributions in gender studies as well as in fields bordering social history, history of literature, literary theory and cultural anthropology

  • José Manuel Simões

Last update from database: 3/28/24, 11:13 PM (UTC)

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