This article demonstrates how marketing may benefit from neurophysiology. The authors discuss a particular research case concerning the analysis of a skin care product advertisement. Pretests of 2 versions of this TV ad revealed that, although the versions were almost identical, each of them generated significantly different impact. Their influence was assessed using both cognitive measures (benefits and key benefits recall) and behavioral measures (shelf test). The only difference between these 2 versions of the ad was in a single scene that contained a particular gesture by a female model. Of note, the gesture appeared to enhance the effectiveness of the ad. The authors tested whether neurophysiological measures can capture differences in consumer reactions to slightly different marketing stimuli. Indeed, by using electroencephalography and electromyography and by monitoring skin conductance, the authors were able to register significant differences in neurophysiological reactions to an altered scene, even though the difference was not consciously seen. The authors believe that neurophysiological measures soon will be widely acknowledged and used as a complimentary method in classical marketing research.

No abstract

Proline‐rich polypeptides (PRPs complex also known as COLOCO®, Colostrinin®) consist of low‐molecular weight peptides ranging up to 10 kDa, isolated from the bovine colostrum obtained up to 48 h postpartum. PRPs have been shown to affect processes involved in inflammation, brain aging, and neurodegeneration. The aim of this study was to investigate the effect of Colostrinin® (COLOCO®) on the cognitive abilities of healthy volunteers in three different age groups using the CANTAB tool in a double‐blind randomized placebo‐controlled study. BDNF serum level was used as a physicochemical marker of improvement of the cognitive skills. Three hundred and sixty‐one healthy volunteers were divided into three study groups aged 18–24, 25–54, and 55–75; each group was then divided into two subgroups which took either placebo or tested lozenge with 120 μg of PRPs for the period of 4 months. The CANTAB battery test was used to measure the efficacy of PRP in the context of cognitive functioning. After the treatment with COLOCO®, we observed differences within MoCA score in the oldest patients, improvement in DMS and drop in PAL scores within the youngest group, drop in RTI and improvement in RVP scores within the middle‐aged group. It was observed that serum BDNF level increased in all study groups which confirms cognitive improvement. In conclusion, we have shown that Colostrinin® exhibits cognitive enhancing effects, probably through the modulation of BDNF concentrations.

Piotr Dobrowolski-literaturoznawca, teatrolog, krytyk literacki i teatralny, pracownik Uniwersytetu im.