Search results for: consumer´s brain.

Authors: Chyi Jaw

Abstract:

Prior literature on innovation diffusion or acceptance has almost exclusively concentrated on consumers’ positive attitudes and behaviors for new products/services. Consumers’ negative attitudes or behaviors to innovations have received relatively little marketing attention, but it happens frequently in practice. This study discusses consumer psychological factors when they try to learn or use new technologies. According to recent research, technological innovation acceptance has been considered as a dynamic or mediated process. This research argues that consumers can experience inertia and emotions in the initial use of new technologies. However, given such consumer psychology, the argument can be made as to whether the inclusion of consumer inertia (routine seeking and cognitive rigidity) and emotions increases the predictive power of new technology acceptance model. As data from the empirical study find, the process is potentially consumer emotion changing (independent of performance benefits) because of technology complexity and consumer inertia, and impact innovative technology use significantly. Finally, the study presents the superior predictability of the hypothesized model, which let managers can better predict and influence the successful diffusion of complex technological innovations.

Keywords: Cognitive rigidity, consumer emotions, new technology acceptance, routine seeking, technology complexity.

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Authors: Y. J. Zhou, G. Lu

Abstract:

In this paper, an analytical study is made for the dynamic behavior of human brain tissue under transient loading. In this analytical model the Mooney-Rivlin constitutive law is coupled with visco-elastic constitutive equations to take into account both the nonlinear and time-dependent mechanical behavior of brain tissue. Five ordinary differential equations representing the relationships of five main parameters (radial stress, circumferential stress, radial strain, circumferential strain, and particle velocity) are obtained by using the characteristic method to transform five partial differential equations (two continuity equations, one motion equation, and two constitutive equations). Analytical expressions of the attenuation properties for spherical wave in brain tissue are analytically derived. Numerical results are obtained based on the five ordinary differential equations. The mechanical responses (particle velocity and stress) of brain are compared at different radii including 5, 6, 10, 15 and 25 mm under four different input conditions. The results illustrate that loading curves types of the particle velocity significantly influences the stress in brain tissue. The understanding of the influence by the input loading cures can be used to reduce the potentially injury to brain under head impact by designing protective structures to control the loading curves types.

Keywords: Analytical method, mechanical responses, spherical wave propagation, traumatic brain injury.

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Authors: Brent McKenzie, Victoria Taylor

Abstract:

The use of QR (Quick Response Codes) codes for customer scanning with mobile phones is a rapidly growing trend. The QR code can provide the consumer with product information, user guides, product use, competitive pricing, etc. One sector for QR use has been in retail, through the use of Electronic Shelf Labeling (henceforth, ESL). In Europe, the use of ESL for pricing has been in practice for a number of years but continues to lag in acceptance in North America. Stated concerns include costs as a key constraint, but there is also evidence that consumer acceptance represents a limitation as well. The purpose of this study is to present the findings of a consumer based study to gage the impact on their use in the retail food sector.

Keywords: Electronic shelf labels (ESL), consumer insights, retail food sector.

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Authors: Iman A. Elkiweri, Ph.D, Martha C. Tissot van Patot, Ph.D., Yan Ling Zhang, Ph.D., Uwe Christians, Ph.D., Thomas K. Henthorn, M.D.,

Abstract:

Verapamil has been shown to inhibit fentanyl uptake in vitro and is a potent P-glycoprotein inhibitor. Tissue partitioning of loperamide, a commercially available opioid, is closely controlled by the P-gp efflux transporter. The following studies were designed to evaluate the effect of opioids on verapamil partitioning in the lung and brain, in vivo. Opioid (fentanyl or loperamide) was administered by intravenous infusion to Sprague Dawley rats alone or in combination with verapamil and plasma, with lung and brain tissues were collected at 1, 5, 6, 8, 10 and 60 minutes. Drug dispositions were modeled by recirculatory pharmacokinetic models. Fentanyl slightly increased the verapamil lung (PL) partition coefficient yet decreased the brain (PB) partition coefficient. Furthermore, loperamide significantly increased PLand PB. Fentanyl reduced the verapamil volume of distribution (V1) and verapamil elimination clearance (ClE). Fentanyl decreased verapamil brain partitioning, yet increased verapamil lung partitioning. Also, loperamide increased lung and brain partitioning in vivo. These results suggest that verapamil and fentanyl may be substrates of an unidentified inward transporter in brain tissue and confirm that verapamil and loperamide are substrates of the efflux transporter P-gp.

Keywords: Efflux transporter, elimination clearance, partition coefficient, verapamil

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Authors: Yulia Irnidayanti, Win Darmanto, Agus Abadi

Abstract:

research goal was to determine the expression levels cDNA of brain embrio at gestation days 10 (GD-10). The Electroforesis DNA results showed that GAPDH, Fibronectin1, Ncam1, Tenascin, Vimentin, Neurofilament heavy, Neurofilament medium and Neurofilament low were 447 bp, 462 bp, 293 bp. 416 bp, 327 bp, 301 bp, 398 bp and 289 bp. Result of real-time RT-PCR on brain Embryo at gestation days 10 showed that the expression of copy gen Fibronectin 36 copies, Ncam 21,708 copies; Tenascin 24,505 copies; Vimentin 538,554 copies; Neurofilament heavy 2,419 copies; Neurofilament medium 92,928 copies; Neurofilament low 125,809 copies. Vimentin expressed gene copies is very high compared with other gene copies. This condition are caused by Vimentin, that contribute to proliferate of brain development. The vimentin role to cell proliferation of brain.

Keywords: GAPDH, Fibronectin, Ncam, Tenascin, vimentin, Neurofilamen heavy, Neurofilament medium, Neurofilamen low.

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Authors: N. Fuad, M. N. Taib, R. Jailani, M. E. Marwan

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This paper discusses on power spectral density (PSD) characteristics which are extracted from three-dimensional (3D) electroencephalogram (EEG) models. The EEG signal recording was conducted on 150 healthy subjects. Development of 3D EEG models involves pre-processing of raw EEG signals and construction of spectrogram images. Then, the values of maximum PSD were extracted as features from the model. These features are analyzed using mean relative power (MRP) and different mean relative power (DMRP) technique to observe the pattern among different brain balancing indexes. The results showed that by implementing these techniques, the pattern of brain balancing indexes can be clearly observed. Some patterns are indicates between index 1 to index 5 for left frontal (LF) and right frontal (RF).

Keywords: Power spectral density, 3D EEG model, brain balancing, mean relative power, different mean relative power.

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Authors: Abdulrahman Aloufi

Abstract:

E-commerce has evolved to become a functional and mainstream tool of global trading, including in the Kingdom of Saudi Arabia. Consequently, online consumers need protection just as much as consumers in the offline world. In 2019, the Ministry of Commerce in Saudi Arabia established a so-called ‘e-commerce law’; however, this law does not cover the court enforcement of contracts entered into by international vendors, so it is not applicable in cross-border situations. The purpose of this paper is to identify the gaps present in this new e-commerce law in Saudi Arabia.

Keywords: Consumer protection, e-commerce law, Saudi consumer, international vendor.

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Authors: Bassam Shaikh, R. S. A. Jumain

Abstract:

Game addiction has become an extremely important topic in psychology researchers, particularly in understanding and explaining why individuals become addicted (to video games). In previous studies, effect of online game addiction on social responsibilities, health problems, government action, and the behaviors of individuals to purchase and the causes of making individuals addicted on the video games has been discussed. Extending these concepts in marketing, it could be argued than the phenomenon could enlighten and extending our understanding on consumer loyalty. This study took the Grounded Theory approach, and found that motivation, satisfaction, fulfillments, exploration and achievements to be part of the important elements that builds consumer loyalty.

Keywords: Consumer Loyalty, Video Games Addiction, Video Games, Grounded Theory.

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Authors: Bundit Pungnirund

Abstract:

This research aimed to investigate the relationship between attitude towards marketing mix, brand image and consumer behavior of the passengers of low-cost airlines service. This study employed by quantitative research and the questionnaire was used to collect the data from 400 sampled of the passengers who have ever used the low-cost airline services based in Bangkok, Thailand. The descriptive statistics and Pearson’s correlation analysis were used to analyze data. The research results revealed that the attitude of the marketing mix of the low-cost airline services including product, price, place, promotion and process had related to the consumer behavior on the aspects of duration of service and frequency of service. While, the brand image of the low cost airline including the characteristics of organization, service quality and company identity had related to the consumer behavior on duration of service, frequency of service and cost of service at the significant statistically acceptable levels.

Keywords: Brand image, consumer behavior, low-cost airlines, marketing mix.

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Authors: Mikel Alonso López

Abstract:

The early eighties saw the rise of a new research trend in several prestigious journals, mainly articles that related emotions with the decision-making processes of the consumer, and stopped treating them as external elements. That is why we ask questions such as: what are emotions? Are there different types of emotions? What components do they have? Which theories exist about them? In this study, we will review the main theories and components of emotion analysing the cognitive factor and the different emotional states that are generally recognizable with a focus in the classic debate as to whether they occur before the cognitive process or the affective process.

Keywords: Emotion, consumer behaviour, feelings, decision making.

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Authors: Norfadzila, S.W.A., Balakrishnan, V., A. Abrizah

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The purpose of this paper is to propose an integrated consumer health informatics utilization framework that can be used to gauge the online health information needs and usage patterns among Malaysian women. The proposed framework was developed based on four different theories/models: Use and Gratification Theory, Technology Acceptance 3 Model, Health Belief Model, and Multi-level Model of Information Seeking. The relevant constructs and research hypotheses are also presented in this paper. The framework will be tested in order for it to be used successfully to identify Malaysian women-s preferences of online health information resources and health information seeking activities.

Keywords: Consumer Health Informatics, Consumer Preferences, Information Needs and Usage Patterns, Online Health Information, Women Studies

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Authors: G.Wiselin Jiji, L.Ganesan

Abstract:

Textures are replications, symmetries and combinations of various basic patterns, usually with some random variation one of the gray-level statistics. This article proposes a new approach to Segment texture images. The proposed approach proceeds in 2 stages. First, in this method, local texture information of a pixel is obtained by fuzzy texture unit and global texture information of an image is obtained by fuzzy texture spectrum. The purpose of this paper is to demonstrate the usefulness of fuzzy texture spectrum for texture Segmentation. The 2nd Stage of the method is devoted to a decision process, applying a global analysis followed by a fine segmentation, which is only focused on ambiguous points. The above Proposed approach was applied to brain image to identify the components of brain in turn, used to locate the brain tumor and its Growth rate.

Keywords: Fuzzy Texture Unit, Fuzzy Texture Spectrum, andPattern Recognition, segmentation.

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Authors: Young-Seok Choi

Abstract:

In healthy humans, the cortical brain rhythm shows specific mu (~6-14 Hz) and beta (~18-24 Hz) band patterns in the cases of both real and imaginary motor movements. As cerebellar ataxia is associated with impairment of precise motor movement control as well as motor imagery, ataxia is an ideal model system in which to study the role of the cerebellocortical circuit in rhythm control. We hypothesize that the EEG characteristics of ataxic patients differ from those of controls during the performance of a Brain-Computer Interface (BCI) task. Ataxia and control subjects showed a similar distribution of mu power during cued relaxation. During cued motor imagery, however, the ataxia group showed significant spatial distribution of the response, while the control group showed the expected decrease in mu-band power (localized to the motor cortex).

Keywords: Brain-computer interface, EEG, modulation, ataxia.

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Authors: Vickneswaran Jeyabalan, Andrews Samraj, Loo Chu Kiong

Abstract:

The noteworthy point in the advancement of Brain Machine Interface (BMI) research is the ability to accurately extract features of the brain signals and to classify them into targeted control action with the easiest procedures since the expected beneficiaries are of disabled. In this paper, a new feature extraction method using the combination of adaptive band pass filters and adaptive autoregressive (AAR) modelling is proposed and applied to the classification of right and left motor imagery signals extracted from the brain. The introduction of the adaptive bandpass filter improves the characterization process of the autocorrelation functions of the AAR models, as it enhances and strengthens the EEG signal, which is noisy and stochastic in nature. The experimental results on the Graz BCI data set have shown that by implementing the proposed feature extraction method, a LDA and SVM classifier outperforms other AAR approaches of the BCI 2003 competition in terms of the mutual information, the competition criterion, or misclassification rate.

Keywords: Adaptive autoregressive, adaptive bandpass filter, brain machine Interface, EEG, motor imaginary.

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Authors: F. Isada, Y. Isada

Abstract:

In this research, the diffusion of innovation regarding smartphone usage is analysed through a consumer behaviour theory. This research aims to determine whether a pattern surrounding the diffusion of innovation exists. As a methodology, an empirical study of the switch from a conventional cell phone to a smartphone was performed. Specifically, a questionnaire survey was completed by general consumers, and the situational and behavioural characteristics of switching from a cell phone to a smartphone were analysed. In conclusion, we found that the speed of the diffusion of innovation, the consumer behaviour characteristics, and the utilities of the product vary according to the stage of the product life cycle.

Keywords: Diffusion of innovation, consumer behaviour, product life cycle, smartphone, empirical study, questionnaire survey.

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Authors: Md R. Bashar, Yan Li, Peng Wen

Abstract:

This study is to investigate the electroencephalogram (EEG) differences generated from a normal and Alzheimer-s disease (AD) sources. We also investigate the effects of brain tissue distortions due to AD on EEG. We develop a realistic head model from T1 weighted magnetic resonance imaging (MRI) using finite element method (FEM) for normal source (somatosensory cortex (SC) in parietal lobe) and AD sources (right amygdala (RA) and left amygdala (LA) in medial temporal lobe). Then, we compare the AD sourced EEGs to the SC sourced EEG for studying the nature of potential changes due to sources and 5% to 20% brain tissue distortions. We find an average of 0.15 magnification errors produced by AD sourced EEGs. Different brain tissue distortion models also generate the maximum 0.07 magnification. EEGs obtained from AD sources and different brain tissue distortion levels vary scalp potentials from normal source, and the electrodes residing in parietal and temporal lobes are more sensitive than other electrodes for AD sourced EEG.

Keywords: Alzheimer's disease (AD), brain tissue distortion, electroencephalogram, finite element method.

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Authors: K. Okubo, Y. Kurihara, T. Kaburagi, K. Watanabe

Abstract:

Many of the ever-growing elderly population require exercise, such as running, for health management. One important element of a runner’s training is the choice of shoes for exercise; shoes are important because they provide the interface between the feet and road. When we purchase shoes, we may instinctively choose a pair after trying on many different pairs of shoes. Selecting the shoes instinctively may work, but it does not guarantee a suitable fit for running activities. Therefore, if we could select suitable shoes for each runner from the viewpoint of brain activities, it would be helpful for validating shoe selection. In this paper, we describe how brain activities show different characteristics during particular task, corresponding to different properties of shoes. Using five subjects, we performed a verification experiment, applying weight, softness, and flexibility as shoe properties. In order to affect the shoe property’s differences to the brain, subjects run for 10 min. Before and after running, subjects conducted a paced auditory serial addition task (PASAT) as the particular task; and the subjects’ brain activities during the PASAT are evaluated based on oxyhemoglobin and deoxyhemoglobin relative concentration changes, measured by near-infrared spectroscopy (NIRS). When the brain works actively, oxihemoglobin and deoxyhemoglobin concentration drastically changes; therefore, we calculate the maximum values of concentration changes. In order to normalize relative concentration changes after running, the maximum value are divided by before running maximum value as evaluation parameters. The classification of the groups of shoes is expressed on a self-organizing map (SOM). As a result, deoxyhemoglobin can make clusters for two of the three types of shoes.

Keywords: Brain activities, NIRS, PASAT, running shoes.

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Authors: E. Grochowska-Niedworok, K. Brukało, M. Kardas

Abstract:

The aim of this study was to analyze and evaluate the consumption of functional food by consumers by: age, sex, formal education level, place of residence and diagnosed diseases. The study employed an ad hoc questionnaire in a group of 300 inhabitants of Upper Silesia voivodship. Knowledge of functional food among the group covered in the study was far from satisfactory. The choice of functional food was of intuitive character. In addition, the group covered was more likely to choose pharmacotherapy instead of diet-related prevention then, which can be associated with presumption of too distant effects and a long period of treatment.

Keywords: Consumer choice, consumer knowledge, functional food, healthy lifestyle.

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Authors: H. Ajabi Naeeni, M. Haghpanahi

Abstract:

Dynamic shear test on simulated phantom can be used to validate magnetic resonance elastography (MRE) measurements. Phantom gel has been usually utilized for the cell culture of cartilage and soft tissue and also been used for mechanical property characterization using imaging systems. The viscoelastic property of the phantom would be important for dynamic experiments and analyses. In this study, An axisymmetric FE model is presented for determining the dynamic shear behaviour of brain simulated phantom using ABAQUS. The main objective of this study was to investigate the effect of excitation frequencies and boundary conditions on shear modulus and shear viscosity in viscoelastic media.

Keywords: Viscoelastic, MR Elastography, Finite Element, Brain.

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Authors: Yee Ling Boo, Damminda Alahakoon

Abstract:

Biologically human brain processes information in both unimodal and multimodal approaches. In fact, information is progressively abstracted and seamlessly fused. Subsequently, the fusion of multimodal inputs allows a holistic understanding of a problem. The proliferation of technology has exponentially produced various sources of data, which could be likened to being the state of multimodality in human brain. Therefore, this is an inspiration to develop a methodology for exploring multimodal data and further identifying multi-view patterns. Specifically, we propose a brain inspired conceptual model that allows exploration and identification of patterns at different levels of granularity, different types of hierarchies and different types of modalities. A structurally adaptive neural network is deployed to implement the proposed model. Furthermore, the acquisition of multi-view patterns with the proposed model is demonstrated and discussed with some experimental results.

Keywords: Multimodal, Granularity, Hierarchical Clustering, Growing Self Organising Maps, Data Mining

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Authors: Mikel Alonso López

Abstract:

In the first decade of the twenty-first century, advanced imaging techniques began to be applied for neuroscience research. The Functional Magnetic Resonance Imaging (fMRI) is one of the most important and most used research techniques for the investigation of emotions, because of its ease to observe the brain areas that oxygenate when performing certain tasks. In this research, we make a review about the main research carried out on the influence of the emotions in the decision-making process that is exposed by using the fMRI.

Keywords: Decision making, emotions, fMRI.

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Authors: B. Geethanjali, K. Adalarasu, R. Rajsekaran

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Music has a great effect on human body and mind; it can have a positive effect on hormone system. Objective of this study is to analysis the effect of music (carnatic, hard rock and jazz) on brain activity during mental work load using electroencephalography (EEG). Eight healthy subjects without special musical education participated in the study. EEG signals were acquired at frontal (Fz), parietal (Pz) and central (Cz) lobes of brain while listening to music at three experimental condition (rest, music without mental task and music with mental task). Spectral powers features were extracted at alpha, theta and beta brain rhythms. While listening to jazz music, the alpha and theta powers were significantly (p < 0.05) high for rest as compared to music with and without mental task in Cz. While listening to Carnatic music, the beta power was significantly (p < 0.05) high for with mental task as compared to rest and music without mental task at Cz and Fz location. This finding corroborates that attention based activities are enhanced while listening to jazz and carnatic as compare to Hard rock during mental task.

Keywords: Music, Brain Function, Electroencephalography (EEG), Mental Task, Features extraction parameters

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Authors: K. Akilandeswari, G. M. Nasira

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Brain-Computer Interfaces (BCIs) measure brain signals activity, intentionally and unintentionally induced by users, and provides a communication channel without depending on the brain’s normal peripheral nerves and muscles output pathway. Feature Selection (FS) is a global optimization machine learning problem that reduces features, removes irrelevant and noisy data resulting in acceptable recognition accuracy. It is a vital step affecting pattern recognition system performance. This study presents a new Binary Particle Swarm Optimization (BPSO) based feature selection algorithm. Multi-layer Perceptron Neural Network (MLPNN) classifier with backpropagation training algorithm and Levenberg-Marquardt training algorithm classify selected features.

Keywords: Brain-Computer Interfaces (BCI), Feature Selection (FS), Walsh–Hadamard Transform (WHT), Binary Particle Swarm Optimization (BPSO), Multi-Layer Perceptron (MLP), Levenberg–Marquardt algorithm.

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Authors: S. Anbumozhi, P. S. Manoharan

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Medical Image fusion plays a vital role in medical field to diagnose the brain tumors which can be classified as benign or malignant. It is the process of integrating multiple images of the same scene into a single fused image to reduce uncertainty and minimizing redundancy while extracting all the useful information from the source images. Fuzzy logic is used to fuse two brain MRI images with different vision. The fused image will be more informative than the source images. The texture and wavelet features are extracted from the fused image. The multilevel Adaptive Neuro Fuzzy Classifier classifies the brain tumors based on trained and tested features. The proposed method achieved 80.48% sensitivity, 99.9% specificity and 99.69% accuracy. Experimental results obtained from fusion process prove that the use of the proposed image fusion approach shows better performance while compared with conventional fusion methodologies.

Keywords: Image fusion, Fuzzy rules, Neuro-fuzzy classifier.

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Authors: M. Stoklasa, H. Starzyczna, P. Sykorova

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This paper presents partial results of primary research on consumer purchasing behavior in times of crisis. It starts with brief theoretical debate on purchasing behavior and short secondary research related to the issues, which is used for the comparison of results. For purpose of collecting data, questionnaire survey was given to 355 respondents in Moravian-Silesian region. Hypotheses deal with the relationship of the financial situation of the respondents and their purchasing behavior. The research analysis disclosed that consumers change their behavior during crisis and MS region has some specifics compared to other regions.

Keywords: Crisis, financial situation, consumer behavior, postponement of purchases, consumer credit.

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Authors: Mohamed Haffar, Lombe Ngome Enongene, Mohammed Hamdan, Gbolahan Gbadamosi

Abstract:

Despite the considerable body of literature investigating the influence of National Culture (NC) dimensions on consumer behaviour, there is a lack of studies comparing the influence of NC in Africa with Western European countries. This study is intended to fill the vacuum in knowledge by exploring how NC affects consumer buyer behavior in Nigeria and the United Kingdom. The primary data were collected through in depth, semi-structured interviews conducted with three groups of individuals: British students, Nigerian students in the United Kingdom, and Nigerian-based students. This approach and new frontier to analyze culture and consumer behaviour could help understand residual cultural threads of people (that are ingrained in their being) irrespective of exposure to other cultures. The findings of this study show that Nigerian and British consumers differ remarkably in cultural orientations such as symbols, values and psychological standpoints. This ultimately affects the choices made at every stage of the decision building process, and proves beneficial for international retail marketing.

Keywords: National culture, consumer behaviour, international business, Nigeria, UK.

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Authors: Yu-Min Wang

Abstract:

This study attempts to validate the consumer-oriented criteria list, developed by Wang et al. (2010), for selecting online travel shopping sites. Based on a sample of 985 respondents, confirmatory factor analysis was employed to test the factor structure and assess the reliability and validity of the list. The results support the list developed by Wang et al. (2010) and claim the list can be further used to analyze, explain, and understand consumer behaviors about online travel shopping.

Keywords: Online travel agency, online travel shopping sites, confirmatory analysis.

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Authors: Nicole S. McKinney

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The purpose of the study was to determine if, among 32 brain injured adults in community rehabilitation programs, there is a statistically significant relationship between the degree of severity of brain injury and these adults- level of self-esteem and stress. The researcher hypothesized there would be a statistically significant difference and a statistically significant relationship in self-esteem and stress levels among and TBI adults. A Pearson product moment correlational analysis was implemented and results found a statistically significant relationship between self-esteem and stress levels. Future recommendations were suggested upon completion of research.

Keywords: anxiety, community recovery center, head-trauma persons, self-concept

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Authors: Shweta Singh, Dipali Bansal, Rashima Mahajan

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Psychoacoustics has become a potential area of research due to the growing interest of both laypersons and medical and mental health professionals. Non invasive brain computer interface like Electroencephalography (EEG) is widely being used in this field. An attempt has been made in this paper to examine the response of EEG signals to acoustic stimuli further analyzing the brain electrical activity. The real time EEG is acquired for 6 participants using a cost effective and portable EMOTIV EEG neuro headset. EEG data analysis is further done using EMOTIV test bench, EDF browser and EEGLAB (MATLAB Tool) application software platforms. Spectral analysis of acquired neural signals (AF3 channel) using these software platforms are clearly indicative of increased brain activity in various bands. The inferences drawn from such an analysis have significant correlation with subject’s subjective reporting of the experiences. The results suggest that the methodology adopted can further be used to assist patients with sleeping and depressive disorders.

Keywords: OM’ chant, Spectral analysis, EDF Browser, EEGLAB, EMOTIV, Real time Acquisition.

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Authors: Kensho Takahashi, Ko Watanabe, Takashi Kaburagi, Hiroshi Tanaka, Kajiro Watanabe, Yosuke Kurihara

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Near-infrared spectroscopy (NIRS) has been widely used as a non-invasive method to measure brain activity, but it is corrupted by baseline drift noise. Here we present a method to measure regional cerebral blood flow as a derivative of NIRS output. We investigate whether, when listening to languages, blood flow can reasonably localize and represent regional brain activity or not. The prefrontal blood flow distribution pattern when advanced second-language listeners listened to a second language (L2) was most similar to that when listening to their first language (L1) among the patterns of mean and standard deviation. In experiments with 25 healthy subjects, the maximum blood flow was localized to the left BA46 of advanced listeners. The blood flow presented is robust to baseline drift and stably localizes regional brain activity.

Keywords: NIRS, oxy-hemoglobin, baseline drift, blood flow, working memory, BA46, first language, second language.

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