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The results indicate that the advantage of using the EM technology in agriculture may not only be the reduction of consumption of chemical fertilisers and synthetic pesticides, but also, at least in the case of apples, may lead to the production of crops with improved health quality due to the higher content of bioactive phytochemicals. © 2017 Society of Chemical Industry.

The relationship between the content of bioactive compounds and mutagenic activity of elderberry fruit at different stages of ripeness was investigated. Signifi cant differences in the antioxidant profi les (TLC, HPLC with post-column derivatization) and antioxidant activity (ABTS, DPPH, and FC tests) were observed for studied elderberry extracts. The more ripen the fruit at the time of harvest were, the higher the content of anthocyanins (increase from 0 to 7.8 mg g -1 d.w.) and antioxidant activity of the extracts (about 5-fold increase) were. Cyanogenic glycosides were not detected at any stage of ripeness. Accordingly, Ames MPF test (Xenometrix) did not reveal any mutagenicity. Our study suggests that instability of cyanogenic glycosides ensures safety of food/pharmaceutical products based on even not fully ripen elderberry fruit.

When reading interesting content or searching for information on a website, the appearance of a pop-up advertisement in the middle of the screen is perceived as irritating by a recipient. Interrupted cognitive processes are considered unwanted by the user but desired by advertising providers. Diverting visual attention away from the main content is intended to focus the user on the appeared disruptive content. Is the attempt to reach the user by any means justified? In this study, we examined the impact of pop-up emotional content on user reactions. For this purpose, a cognitive experiment was designed where a text-reading task was interrupted by two types of affective pictures: positive and negative ones. To measure the changes in user reactions, an eye-tracker (for analysis of eye movements and changes in gaze points) and an iMotion Platform (for analysis of face muscles’ movements) were used. The results confirm the impact of the type of emotional content on users’ reactions during cognitive process interruptions and indicate that the negative impact of cognitive process interruptions on the user can be reduced. The negative content evoked lower cognitive load, narrower visual attention, and lower irritation compared to positive content. These results offer insight on how to provide more efficient Internet advertising.

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