First-Dose Methylphenidate–Induced Changes in Brain Functional Connectivity Are Correlated With 3-Month Attention-Deficit/Hyperactivity Disorder Symptom Response

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ABSTRACT BACKGROUND: Attention-deficit/hyperactivity disorder (ADHD) symptoms are most commonly treated with stimulant medication such as methylphenidate (MPH); however, approximately 25% of patients show little or no symptomatic response. We examined the extent to which initial changes in brain functional connectivity (FC) associated with the first MPH dose in boys newly…
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Dopaminergic modulation of default mode network brain functional connectivity in attention deficit hyperactivity disorder

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Abstract Introduction: Recent evidence suggests that attention deficit hyperactivity disorder (ADHD) is associated with a range of brain functional connectivity abnormalities, with one of the most prominent being reduced inhibition of the default mode network (DMN) while performing a cognitive task. In this study, we examine the effects of a methylphenidate dose on brain…
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Brain functional connectivity abnormalities in attention-deficit hyperactivity disorder

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Abstract Introduction: Recent evidence suggests that attention-deficit hyperactivity disorder (ADHD) is associated with brain functional connectivity (FC) abnormalities. Methods: In this study, we use steady-state visually evoked potential event-related partial coherence as a measure of brain FC to examine functional connectivity differences between a typically developing (TD) group of 25 boys and an age/IQ-matched group…
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Measuring Emotion In Advertising Research

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With the current interest in the role of emotion in advertising and advertising research, there has been an increasing interest in the use of various brain activity measures to access nonverbal emotional responses. One such approach relies on measuring the difference between left and right hemisphere prefrontal cortical activity to…
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Brain activity correlates of consumer brand choice shift associated with television advertising

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Abstract This study uses brain activity measures to examine the relationship between television advertising and changes in consumer brand preference. Prior to and after viewing a television programme that included grocery advertisements 198 right-handed females selected six ‘door prizes’ from six grocery categories. One of the advertisements featured…
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Conceptual closure: The impact of event boundaries on long-term memory encoding and advertising effectiveness

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Abstract This paper introduces the idea of ‘conceptual closure’ in television advertising and reveals how small executional changes to a finished advertisement can significantly enhance advertising effectiveness. In studies of brain activity correlates of television advertising, the authors observed a phenomenon termed ‘conceptual closure’: transient (1–2 second) drops in attention…
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The Power of Social Television: Can Social Media Build Viewer Engagement? A New Approach to Brain Imaging of Viewer Immersion

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Abstract Marketers everywhere are paying close attention to radical changes in consumer behavior and engagement provoked by the rise of digital technology. In today’s household, it is a common occurrence to share viewing experience across at least two screens: the television and secondary Internet-enabled devices. The current study used Steady…
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The Neuroscience of Social Television

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Book Chapter in Handbook of Research on Integrating Social Media into Strategic Marketing – Nick Hajli ed. Book Description To survive in today’s competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Web 2.0 provides a useful tool in developing the relationships…
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