Notes, summaries, assignments, exams, and problems for University

Dimensions of Corporate Social Responsibility

Philanthropic (Good Citizen)

Ethical (Be Ethical, Right from Wrong)

Legal (Obey the Law)

Economic (Be Profitable)

5 Barriers to Sustainable Consumer Behavior

• Lack of Awareness & Knowledge
• Negative Perceptions
• Distrust
• High Prices
• Low Availability

Measuring Brand Equity

Contributes to positive perceptions of product quality

Qualitative (Free Association/Projective Techniques)

Quantitative (Brand Recognition Research/Brand Recall)

4 Dimensions of BrandAsset Valuator

Differentiation (Brand's Point of Difference)

Relevance (Brand Relates to You)

Esteem (How Well Regarded the Brand Is)

Knowledge (Understanding of the Brand)

Role of Social Media in Branding

• Brand Advocates/Sharing Info/Seeing Discounts/Customer Services
• Allows

Steroid Hormones

Steroid hormones are a type of hormone consisting of four rings made of carbon atoms. They are derived from cholesterol and have three primary modes of action:

• Binding to membrane receptors
• Binding to and activating proteins in the cytoplasm
• Acting on receptors linked to chromosomes

Sex Hormones

Gonadal steroid hormones are produced by the gonads, which include the ovaries and testes. These hormones include:

• Androgens (e.g., testosterone, dihydrotestosterone)
• Estrogens
• Progesterone

It is important to note that gonads can produce both types of hormones, with the aromatase enzyme mediating conversions between them.

Organizing Effects of Sex Hormones

Organizing effects refer to the hormonal effects on the brain and genitals that occur during... Continue reading "Steroid and Sex Hormones: Organizing and Activating Effects" »

Major Depressive Disorder

Absence of happiness is a more reliable symptom than increases of sadness (response to happy vs. sad faces; aleatory screening of mood during the day). Depression is more frequent in women than in men (around 2:1 ratio). Symptoms: Absence of happiness, Sadness, Helplessness, Lack of energy, Feel worthless, Sleep problems. Nongenetic Biological Influences on Depression (Dp)

• Few cases of Dp are linked to viral infections e.g., Borna disease (farm animals)
• Postpartum Depression: 20% of women after birth. Majority of women recover fast.
• Hormone level changes (e.g., decrease in estrogen or progesterone) can induce depression in women with vulnerability.

Abnormalities of Hemispheric Dominance

Happy mood: increase activity in L... Continue reading "Understanding Major Depressive Disorder, Bipolar Disorders, and Schizophrenia" »

Cerebellum's Role in Learning

Thompson identified the lateral interpositus nucleus (LIP) in the cerebellum as crucial for learning. Blocking LIP activity during conditioning prevents learning responses. Studies confirm LIP's necessity for learning, retention, and extinction.

Types of Memory

Short-Term Memory

• For recent events, limited capacity.
• Fades quickly without rehearsal (around 20 seconds).

Long-Term Memory

• For older events, vast capacity.
• Can last for years, aided by cues.

Consolidation

Process of crystallizing short-term memories into long-term.

Working Memory (WM)

Brain system for temporary storage and manipulation of information for complex tasks (learning, reasoning). Requires simultaneous storage and processing, linked to prefrontal cortex... Continue reading "Cerebellum and Memory: LIP, Hippocampus, and Learning Processes" »

1. Telomerase is a ribonucleoprotein complex that consists of telomerase RNA (which contains several tandem hexanucleotide repeats complementary to the telomere repeats in the substrate) and a reverse transcriptase. This complex is able to synthesize telomeric repetitive DNA sequences at the end of linear DNA molecules. Telomerase RNA binds to the DNA strand, and complementary dNTPs are incorporated into newly synthesized, extended DNA strands by reverse transcriptase. Thus, dNTPs must also have been present during step 1 of the TRAP assay (step 1).

2. The PCR reaction mixture also contained a heat-resistant DNA polymerase (Taq polymerase).

3. Sample 3 contained cell extract isolated from immortal cells. In the presence of the telomerase, products... Continue reading "Telomerase Activity in Immortalized Cells" »

Describe the location and Functions of the lateral occipital cortex (LOC), the fusiform face area (FFA) And the estrastriate body area (EAB).

The Lateral occipital complex (LOC) is a large region of the ventral stream of the Visual association cortex, and appears to respond to a wide variety of objects And shapes. // The fusiform face area (FFA) is located in the ventral stream, On the anterior fusiform gyrus. It recognizes facial features, but also the Activity of this region can be affected by previously learned information. // The Extraestriate body area (EBA) is located in the ventral stream posterior to the FFA and partly overlaps it. This region is specifically activated by Photographs, silhouettes, or stick drawings of human bodies or

Groupthink: Seek Agreement and Effective Leadership

Reasons for groupthink include being out of touch, lack of order and resources, and being overruled. Symptoms of groupthink include omnipotence, closed-mindedness, and pressure toward uniformity.

Situational Leadership

Situational leadership suggests that there is no specific best style, but rather the best style is the one adapted to the situation at hand. One way of situational leadership is the leader's flexibility in adapting their behaviors to the demands of the situation. Another way is the leader's ability to read a situation and select the appropriate behaviors for that specific circumstance. An example of situational leadership is Hersey and Blanchard's model, which focuses on the leader'... Continue reading "Groupthink: Seeking Agreement and Effective Leadership" »

• Cognition: All mental activities associated with thinking, remembering, and communicating. We use concepts (mental group of similar objects, events, ideas, people. Ex: chairs mean many items. Prototypes mental image or best example of a category. Easy method to sorting items into categories. Ex: robin/bird.
• Strategies of Cognition: Algorithm (logical rule of procedure/step by step/guarantees a solution to a problem. Heuristic (simpler strategy/speedier than algorithm/more error-prone. Insight (not a strategy based, flash of inspiration, solves a problem.
• Obstacles of Cognition: Confirmation Bias: Peter Wason, predisposes to verify/search information that supports our perceptions and ignore or contradictory evidence. Mental Set: Fixation, prevent

Understanding Plague: Causes, Forms, and Treatment

The Gram-negative bacterium Yersinia pestis is the causative agent of the systemic invasive infectious disease known as plague.

Historical Impact of Yersinia pestis

• Yersinia pestis has been responsible for three devastating pandemics: the Justinian Plague, the Black Death, and modern plague.
• The Black Death, in the 14th century, is estimated to have reduced the total world population from 450 million down to 350–375 million.

Transmission and Symptoms

Yersinia pestis is primarily a rodent pathogen, with humans being an accidental host. Infection typically occurs when a human is bitten by an infected rat flea. The flea draws viable Y. pestis organisms into its intestinal tract, where they multiply.... Continue reading "Plague Disease: Causes, Forms, Symptoms, and Treatment" »