In the first part we aim to present a new tool to better understand implicit consumer associations, perceptions and impact. The second one is to show how this tool uncovers new and often counterintuitive insights regarding emotional percepts of soccer megastars, including Lionel Messi. BIOCODE™ is a reaction time based method, determines the strength of implicit, i.e. instinctive, immediate, automated or emotional conviction people have to things they say, such as perceptions of a brand or a celebrity, reactions to an ad, liking of a product or intent to vote for a political candidate. It captures how consumers are impacted by brands, ads, products, packages and concepts in contrast to what they overtly say in a declarative, more considered, explicit realm. In essence, we ask to answer (on-line or central location) simple questions about a brand, a person or a product. Consumers’ explicit and rational statements are important but assessing those responses in the context of the time their brains need to produce an answer gives a new perspective and competitive edge. The standardized reaction time index reveals consumers’ true and unbiased reactions. Importantly, these implicit emotional reactions tend to predict actual behavior closer than explicit rational declarations. The Implicit Association Test (IAT) - the first method based on assessing reaction times - was developed in 1998 by Anthony Greenwald to finally capture racial prejudice and other sensitive issues. Before IAT traditional paper & pencil questionnaires due to overt or hidden distortions had hard time proving the existence of racism. What is the cognitive mechanism beyond reaction time based methodology? By recording how much time a consumer’s brain needs to produce an indication of an attitude or preference we discover how easily accessible (and thus how instrumental) such emotion is. The quicker the indication is, the more accessible it gets. The foundations of this neuropsychological phenomena were first described by Donald Hebb in his ‘Consolidation of the Memory Trace’ theory (1948) and then refined by Russell Fazio in his ‘Attitude Accessibility’ model (1989), Daniel Schacter’s ‘Implicit Memory’ theory (1992) as well as Mahzarin Banaji & Anthony Greenwald in their concept of ‘Implicit Social Cognition’ (1994). Rafal Ohme and his team began working with the original, academic form of IAT. Their goal was to bridge the use of the tool to market research applications. Now with over 15 years of subsequent R&D in this area, they have created simplified, user friendly research applications that are unequaled in their ability to measure previously unanswerable questions about the degree of emotional valence or “felt intensity” that is associated with what people say. BIOCODE™ is the second generation of latency measures. Comparing with IAT - the first generation of academic reaction time methods it is: easier, simpler, clearer, looks better and there is no need for repetitions which saves a lot of precious on-line time. BIOCODE™ is based upon highly refined technology that calibrate individual response speeds and eliminate biasing variables. The technology includes: noise reduction algorithm; quality control module; context procedures; calibration. It secures the highest validity of measurements. In the test – retest validation conducted on 11 studies held internally and externally in 2009-2013 the correlations obtained ranged from r = 0,840 to r = 0,960 (conducted on various target groups of high incidence that met all the criteria for the test; demographic characteristics were controlled and groups were homogenous. Together with Manabu Mori from Rakuten Research - one of the top on-line research company – Rafal Ohme have designed the first ever cross-cultural reaction time test on soccer celebrities. Nearly 900 on-line respondents from three continents: South America, Europe and Asia were asked to indicate (on a computer screen, using a regular mouse or a key-pad) whether they agree or disagree (5-point Likert’s scale) with the attitudinal statements on specific personality traits of soccer celebrities, eg. hard working, talented, famous, loving their country. This explicit rational response has been accompanied by implicit emotional reaction. The aim of the study was to by-pass the “rationality bias” and reveal true emotional reactions about soccer celebrities including: Leo Messi, Christiano Ronaldo, Wayne Rooney, Neymar jr, Shinji Kagawa. The selected findings will be disclosed during the presentation. Concluding, BIOCODE™ is a sensitive detector of consumer ‘lip service’ that is often driven by benefit of the doubt, political correctness and simple deference to leadership brands. If we want to understand consumers, it serves to know the gap between what people say and how they feel. It is a very promising, fast growing method with established advanced applications for copy testing, tracking, brand strategy, political polling, product, package and concept testing worldwide. Moreover it is effective as a module embedded within more traditional surveys for providing a seamless integrated perspective on both explicit and implicit aspects of consumer behavior to enrich our understanding of what consumers truly feel and what drives their behavior.

α-Acaridial [2(E)-(4-methyl-3-pentenyl)butenedial] is a novel monoterpene secreted from the house dust mites. Because of its molecular nature of a highly reactive, small lipidic compound, we addressed whether α-acaridial might function as a haptenic allergen that induced allergic contact dermatitis. Mice sensitized with α-acaridial were challenged by the same antigen on the ear skin. After 2 days, significant ear swelling with a prominent infiltration of CD4+ T lymphocytes was observed. In vitro, α-acaridial exhibited an outstanding ability to quickly interact with and chemically modify a reference protein. Virtually all cysteine residues and a sizable fraction of lysine residues were found to be selectively modified, suggesting that α-acaridial could potentially interact with any proteins. Previously, numerous mite-derived proteinaceous allergens have been associated with contact dermatitis. Our study now emphasizes that small lipidic compounds released from mites comprise a new class of mite allergens, and therefore, is of significant medical implications.

The origin of magnetic fields in the universe remains an outstanding problem in cosmology. We propose that these fields are produced by shocks during the large-scale structure formation. We discuss the mechanism of the field generation via the counter-streaming (Weibel) instability. We also show that these Weibel-generated fields are long-lived and weakly coupled to dissipation. Subsequent field amplification by the intra-cluster turbulence may also take place, thus maintaining the magnetic energy density close to equipartition.

솔껍질깍지벌레 수컷성충의 비행습성 및 합성페로몬에 대한 반응이 해송 피해림에서 조사되었다. 해송임분내에서 수컷성충의 자연비행밀도는 수관부위가 지표면 근처보다 높았다. 페로몬 50을 처리한 장소로부터 페로몬이 처리되지 않은 끈끈이 트래？ frjflquf로 설치하여 수컷의 부착수를 조사한바 페로몬에 영향 받는 거리는 10mm이하로 조사되었다. 합성페로몬 50은 높은 유인효과가 있었으나 1처리구는 유인효과가 인정되지 않았다. 수관 울폐도가 높은 지역에서의 지상높이별 유인개체수는 자연비행 밀도와 같이 수관상부가 지표면 근처보다 많았으나 울폐도가 낮은 지역에서는 오히려 지표면 근처에서 더 많은 개체가 유인되는 경향이었다. 본 해충의 신규발생지 조사에 있어 알주머니 육안조사에 의한 관해 방법 및 페로몬트랩에 의한 방법을 비교한바 페로몬트랩에 의한 조사가 보다 효과적이었다. 111m의 공간에 합성페로몬 32mg을 처리한 경우 교미교란 효과는 나타나지 않았다.