Monthly Archives: July 2017

Physiology

The Physiology of Breakups – Study Breaks

You dont need a random writer on the internet to tell you that breakups almost always suck. (Maybe not for your friend Sarah, who claims her breakup was totally mutual and is the type of person who can actually pull off a cardigan, but still.) The end of a relationship is rarely easy.

Afterwards, youre often left sad, confused, frustrated and sometimes even depressed. A person can feel like their whole outlook on love has changed. Some people feel the sadness and heartbreak so acutely that it feels like real physical pain, and some want to do nothing but watch all two-hundred-something episodes of The Office and only leave their bed to greet the delivery guy. However, it turns out that there are physiological and scientific reasons for why you feel so poorly after getting dumpedor ending a relationship, if thats what you want to call it.

First, its important to note that emotional trauma like that of a breakup not only affects us mentally and emotionally, but, consequently, also physically. In a 2011 study, researchers asked participants to look at photos of former partners while monitoring their brain activity. They saw that the areas of the brain typically associated with physical pain light up. In fact, people reported that Tylenol was able to reduce this pain. (Win!)

According to a 2008 study, when people engage in long-term relationships, they often start to regulate each others biological rhythms, such as sleep, heart rate, body temperature and appetite. Given this, a breakup could alter your very physiology, maybe even compromising your immune system.

Also on the physiological front are withdrawal effects. While withdrawal is often associated with substances such as drugs or alcohol, the sudden loss of a lover can also trigger similar effects. Love affects the brain in specific ways: When a self-described person in love sees images of their partner, they experience increased activity in the anterior cingulate cortex, medial insula, caudate nucleus and putamen. Interestingly enough, this activity is not seen in lust-based or platonic relationships. We can also see lessened activity in the amygdala, which processes largely anger- and fear-related emotions, in addition to lessened activity in the posterior cingulate gyrus, which deals with the perception of painful emotion.

In terms of chemicals, being in love will raise activity of dopamine, the chemical that signals feedback for predicted rewards, as well as oxytocin, commonly known as the love hormone. Your body begins to expect these chemical signals and adapts to accommodate them. When a breakup occurs, you are suddenly depriving your brain of all the positive sensations it has come to expect, and your brain doesnt cope well with uncertainty; its strained from the sudden loss of these feel-good chemicals, which it then starts craving.

A study looking at the MRIs of cocaine addicts and people in love but recently single showed several neural correlates in common. The findings are consistent with the hypothesis that romantic rejection is a specific form of addiction, says researcher and professor Helen Fisher.

Besides sadness and pain, a common feeling that people cant shake after a breakup is confusion. A group of studies on college students shows that the students who experienced a recent breakup were more prone to use words such as bewilder and confuse in daily diary entries than people who hadnt been broken up with. When youre in a committed relationship, your sense of self can start to overlap with your partner, meaning that a sudden break is extremely jarring in terms of identity. Researcher Gary Lewandowski found that, while new relationships serve to expand ones self concept, the participants reported that a breakup made their self-concept shrink. This confusing feeling means that people feel uncertain about who they are now that the other half they strongly identified with is gone.

Another reason you may be feeling awful after a breakup is because the unexpected ending of a relationship is essentially a form of unanticipated rejection. Humans fear rejection, a fear that likely stems from the historical implications of being rejected from the group during a primordial time period when grouping together was critical for survival. While you no longer have to fear death due to rejection, our bodies retain some of the physiological responses.

When a study looked at the physical effects of rejection, they found that the participants had a sizable parasympathetic nervous system reaction. The parasympathetic nervous system controls most of the bodys functions that dont need our intervention, like the regulation of our internal organs. The study participants experienced a sudden slowing of their heart rate after rejection, especially if it was unanticipated.

The upside of knowing that the awful feelings after a breakup have scientific backing is that there are also some proven ways to help nudge you back on your feet. (I know theres nothing more nauseating than an outsider patting your arm and saying Itll be okay, but stay with me, please.) Obviously, a clear, linear progression from heartbroken to A-okay is pretty much impossible, but researchers and psychologists can offer some suggestions for making it more bearable. Here is some of the best advice for dealing with breakups.

The Placebo Effect

A study of people who had recently experienced a breakup involved giving participants a saline nasal spray. Half were told it was effective in reducing emotional pain and half were told the truth. The people who received the pain reducing spray not only reported less emotional and physical pain, but MRI scans showed that their brain activity decreased in rejection-associated areas and increased in emotion-controlling areas.

The takeaway? Expectations and beliefs matter. If you believe something is going to help heal your broken heart, its possible that it will work.

On Dealing With the Rejection Response

Remember that, while you cant control these feelings, you can control how you respond to them. Remind yourself that part of what you feel happens automatically and make a large effort to behave responsibly, advises relationship and family therapist Roger Gil.

The way we behave can have a huge impact on how we feel. Ever heard that smiling can make you happier? Theres truth in that. Remember, while it may not align with how youre feeling, making mature choices can seriously benefit you in the long run. You dont want to regret calling up your exor worse.

Reflection

While you shouldnt wallow forever post breakup, a study by Grace Larson shows that people who regularly spoke and answered questions about their breakup reported being able to process it better than the people who simply filled out surveys. This study proposes the idea that calm reflection can actually aid the healing process. However, its important to note that dwelling for too long is not helpful.

Talk to your friends or family about how youre feeling and what the experience has been like for you. Writing about the experience as if youre talking to a friend may also be cathartic and healing.

Positivity

It sounds clich, but focusing on the positive aspects of the ended relationship can actually help you move on. Various studies show that people who coped through positive reinterpretation of their breakup experience were more likely to experience a positive outcome.

Here, again, positive writing can create positive emotions in both the short and long term. Maybe its time to start a journal, eh?

Being broken up with will never be a pleasant experience. Understanding the reasons behind why you feel this pain and sadness post-split is useful, but it cant take away the pain when it happens. We have yet to discover an instant antidote for heartbreak, so accept that recovery can take some time. Luckily, recent research suggests that the majority of people overestimate how long it will take them to recover. Furthermore, Monmouth University psychologist Gary Lewandowski found that many people who went through a breakup reported that it helped them to grow and learn from the experience.

Breakups are painful, but I can promise that it wont hurt forever.

If your breakup has worsened existing depression or if you are worried that youre suffering from new symptoms, here are some hotline resources that you can contact:

Substance Abuse and Mental Health Services Administration (SAMHSA): 1-800-662-HELP (4357)

National Hopeline Network: 1-800-SUICIDE (784-2433)

National Youth Crisis Hotline: 1-800-448-4663

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The Physiology of Breakups - Study Breaks

Physiology

Physiology profs appointed Mathematical Biology fellows – McGill Reporter

Browse > Home / Kudos / Physiology profs appointed Mathematical Biology fellows

Posted on Tuesday, July 25, 2017

By McGill Reporter Staff

At its most recent annual meeting, the Society for Mathematical Biology appointed 18 people to its inaugural Fellows Program. McGill professors Leon Glass and Michael Mackey, both in the Faculty of Medicines Department of Physiology, were among the researchers recognized by the scientific and scholarly community for their distinguished contributions to the interface between the mathematical and life sciences. The Society held its 2017 meeting at the University of Utah from July 17-20.

Prof. Leon Glass

Prof. Glass is widely known for his 1960 discovery of patterns, now known as Glass patterns, that clarified our understanding of how the human brain processes visual stimuli. His research applies nonlinear dynamics to the understanding of vision, dynamics in genetic networks, cardiac arrhythmias, and dynamical disease. In particular he has worked on problems associated with respiratory rhythmogenesis and the effects of periodic forcing on respiration, dynamics of tremor and motor control, dynamics of cardiac arrhythmia, visual perception, and dynamics in gene networks. Prof. Glass is the Isadore Rosenfeld Chair in Cardiology. His work has earned him accolades that include a Guggenheim Fellowship, the Jacques-Rousseau Prize for Disciplinary Research from the Association Francophone pour le Savoir (ACFAS),and the Society for Mathematical Biologys Arthur T. Winfree Prize.

Prof. Michael Mackey

Prof. Mackey is the Joseph Morley Drake Professor Emeritus in Physiology. His research works to achieve reasonable concordance between biologically realistic mathematical models (of physiological processes at the cellular and molecular level) and laboratory/clinical data. His recent work focuses on the periodic hematological diseases (such as cyclical neutropenia, cyclical thrombocytopenia, and periodic leukemia) and control of the tryptophan and lactose operons. In 2013, an international conference honoring Prof. Mackeys work was held in Lyon, France, to mark the occasion of his 70th birthday.

The Mackey-Glass equation

Glass and Mackey have also collaborated on research. In a 1977 article in the journal Science, they introduced an equation, now called the Mackey-Glass equation, that illuminates how simple control mechanisms can lead to complex bodily rhythms such as the fluctuations in the number of circulating blood cells.

The Society for Mathematical Biology was founded in 1973 to promote the development and international dissemination of research and education at the interface between the mathematical and life sciences. Professors Glass and Mackey are both former presidents of the SMB, having served from 1997-1999 and 2009-2011, respectively.

The full list of 2017 SMB Fellows is online.

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Physiology profs appointed Mathematical Biology fellows - McGill Reporter

Physiology

Pascoe to explore male physiology in second Faber book | The … – The Bookseller

Published July 25, 2017 by Natasha Onwuemezi

Faber is to publish Sex Power Money, the follow up to comedian Sara Pascoe's feminist exploration of the female body Animal....

Faber is to publish Sex Power Money, the follow up to comedian Sara Pascoe's feminist exploration of the female body Animal.

Laura Hassan, editorial director at Faber & Faber, acquired world all language and audio rights to the title from Dawn Sedgwick at Dawn Sedgwick Management. Faber will publish Pascoes second book in August 2018.

In Sex Power Money, Pascoe once again looks to evolution to explain why modern humans are "struggling to be better". The book will be part comedy, part anthropological investigation of the human condition with a focus on male physiology, psychology and hormones. Pascoe will ask questions about masculinity, the contradictory messages bombarding men and how maleness is constructed by our culture. "Much like Pascoes Animal: The Autobiography of a Female Body, this book will be funny, enlightening and open-minded all at the same time", the publisher said.

Pascoe said that during research for Animal, she kept finding that many of the issues affecting human beings were split "not along gender lines but financial".

"There is a direct correlation between vulnerability and poverty and I wanted to explore issues such as sex work and domestic violence not only as purely feminist issues. I also wanted to balance my exploration of the female body with my new fascination for the male - which is equally mysterious, surprising, and occasionally shocking. Our prehistoric ape behaviours have to be at the front of our minds if we want to improve as a species: we have to understand where we came from."

Hassan praised Pascoe's "generous spirit of investigation" in both her book and comedy writing. "She takes on the big knotty stuff of life and makes sense of it all," Hassan said. "This will be an essential and enlightening read."

Pascoe is a comedian, actor and writer. She has appeared on "Live At The Apollo", "Have I Got News For You?" and "The Thick Of It". She is also a columnist for the Guardian and has adapted Pride and Prejudice by Jane Austen for the Nottingham Playhouse and York Theatre Royal.

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Biochemistry

Scientists uncover a hidden calcium cholesterol connection – Phys.org – Phys.Org

Marek Michalak, a professor in the University of Alberta's Department of Biochemistry and graduate student Wen-An Wang were part of the team that discovered a direct link between calcium and cholesterol. Credit: Melissa Fabrizio

It's well known that calcium is essential for strong bones and teeth, but new research shows it also plays a key role in moderating another important aspect of healthcholesterol.

Scientists at the University of Alberta and McGill University have discovered a direct link between calcium and cholesterol, a discovery that could pave the way for new ways of treating high blood cholesterol.

The researchers began the work after having their curiosity piqued while studying the role of a calcium-binding protein. They noticed an extreme rise of blood cholesterol concentration in mice when the protein was not present. To follow up on this observation, Marek Michalak with graduate student Wen-An Wang (University of Alberta) and Luis Agellon (McGill University) teamed up with geneticist Joohong Ahnn (Hanyang University, Korea) and discovered that the physiological link between calcium and cholesterol is also preserved in worms.

"There is a mechanism inside the cell that senses when there is not enough cholesterol present and turns on the machinery to make more," said Michalak, a distinguished university professor in the University of Alberta's Department of Biochemistry. "What we found is that a lack of calcium can hide cholesterol from this machinery. If you lose calcium, your synthetic machinery thinks there's no cholesterol and it starts making more even if there is already enough."

High blood cholesterol is a known risk factor for developing heart disease. "Factors that affect blood cholesterol concentration have been studied for a long time," said Agellon, a professor at McGill's School of Human Nutrition. "The general belief was that cholesterol controlled its own synthesis inside of cells, and then we discovered in our labs that calcium can control that function too. Finding this link potentially opens a door to developing new ways of controlling cholesterol metabolism."

The researchers consider their finding a significant step toward developing different approaches to patient care in the future, but there is more work to be done. They are now looking to discover the common factor that allows calcium and cholesterol to communicate with each other in the cell and have received a four-year grant worth $456,000 from the Canadian Institutes of Health Research to continue their work.

Explore further: What you need to know about cholesterol

More information: Wen-An Wang et al, Loss of Calreticulin Uncovers a Critical Role for Calcium in Regulating Cellular Lipid Homeostasis, Scientific Reports (2017). DOI: 10.1038/s41598-017-05734-x

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Biochemistry

Molecules That Could Form ‘Cell-Like’ Membranes Spotted on Saturn’s Largest Moon – Gizmodo

Titan, partially obscured by Saturns rings. Image: NASA/JPL-Caltech/Space Science Institute

Saturns moon Titan is a world of contrast; both eerily familiar and strikingly alien. Its calm seas and enormous sand dunes might remind you of Earth, until you learn that whats flowing across Titans surface is not water, but liquid hydrocarbons. Titans nitrogen-rich atmosphere seems to have some of the ingredients for biology, but any life forms evolved to thrive at temperatures of -290 degrees Fahrenheit would be practically unrecognizable.

A new scientific paper supports the idea that life might exist on Titan, but that it would be nothing like life as we know it. After studying spectroscopic data collected by the Atacama Large Millimeter/sub millimeter Array (ALMA) in northern Chile, researchers are now reporting that Titans atmosphere is rife with vinyl cyanide, a molecule that could, in theory, form cell-like membranes under the moons unique environmental conditions.

In fact, based on the levels of vinyl cyanide present in Titans atmosphere, its seas couldin theory, were not saying there are aliensbe bubbling with tiny cell membranes, with concentrations similar to those of bacteria in Earths oceans.

The membranes that enclose the cells of all living things here on Earth are made of phospholipids, molecules with long, non-polar (water-repelling) tails and polar (water-loving) heads. If you remember high school biology, youll know that phospholipids form a bi-layer, with the water-loving parts on the outside, and the water-repelling bits on the inside. This structure allows membranes to bubble off tiny pockets of water from their surroundings, creating cells that house genetic material and support biochemical reactions.

Thats all well and good for organisms evolved to thrive in the temperate, liquid water seas here on Earth, but the membranes our biology uses simply wouldnt work in the cryogenic methane seas of Titan. (Theyd be far too rigid, and water-loving/water-repelling bits would have to be reversed.) So, what could cells on Titan look like? Two years back, researchers at Cornell University used chemical models to attempt to answer that very question. Through those models, they produced a functional cell membrane that remained stable and flexible at incredibly low temperatures, using none other than C2H3CN, or vinyl cyanide.

They called their hypothetical alien cell an azotosome.

What makes vinyl cyanide potentially useful molecule for this is that its amphiphilicit has a polar and a non polar end, just like our membranes phospholipids, Maureen Palmer, a recent graduate of St. Olaf College and lead author on the new study,explained. It would be sort of the same but sort of the opposite of how cell membrane lipids work on Earth, with the polar bits on the inside, and the non-polar bits on the outside.

It was a fascinating hypothesis, but there was one problemnobody had ever confirmed that vinyl cyanide is actually present on Titan. (NASAs Cassini spacecraft found tentative evidence for the molecule several years back.) Palmerand her colleagues decided to fill in this gap, by examining calibration data ALMA collects at Titan before turning its telescopes to stare at other targets. Sure enough, they found compelling evidence that large amounts of vinyl cyanide are present in Titans atmospheremainly, at altitudes greater than 200 kilometers. The research was published today in Scientific Reports.

When I sent the paper to Jonathan Lunine, Cornell astronomer and co-author on the 2015 study positing the existence of azotosomes, he said it was quite gratifying to see that acrylonitrile, or vinyl cyanide, does indeed seem to be present in Titans atmosphere.

Of course, life as we know it would be more likely to emerge in the vast seas on Titans surface than high up in the sky. But as Palmer and her colleagues point out, rainfall is constantly transporting organic compounds to Titans surfaceand those could include vinyl cyanide. It should be reaching the surface, she said. Titan has lots of rain.

In fact, in Ligeia Mare, a methane sea larger than Michigans Lake Superior located near Titans north pole, Palmer and her colleagues estimate there could be as many as 30 million azotosomes per cubic centimeter of sea water. For comparison, costal ocean waters on Earth have about a million bacteria per cubic centimeter, according to one papers estimate.

This is a crucial point and lab experiments ought to be done, Lunine added. Palmer agreed.

Im hoping someone will do a study of trying to form the membranes in the lab, seeing if theyre actually able to form, she said. Her co-authors are currently trying to better constrain the abundance and distribution of vinyl cyanide in Titans atmospherethis first paper was just a rough look. Theyre also searching for evidence of other biologically-relevant molecules on Titan. Also this week, another team of scientists reported the detection of carbon chain anionspotential building blocks of complex biomoleculesin Titans upper atmosphere, using data from Cassini.

Ultimately, resolving the question of whether or not Titan is home to some seriously weird life forms will require a future mission that can land on its surfacemaybe a cryogenic methane-proof submarine. Palmer is definitely rooting for a lander.

I love Titan, Palmer said. Its super interesting as an astrobiology target, because all forms of life we know of on Earth have water as the solvent, but it has liquid methane. It would be a totally different form of biochemistry, if there was life on Titan. I find that possibility fascinating.

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Molecules That Could Form 'Cell-Like' Membranes Spotted on Saturn's Largest Moon - Gizmodo

Immunology

Eli Lilly Signs Development Deal for Novel Immunology Drug – Drug Discovery & Development

Eli Lilly is bolstering its autoimmune offerings with a new co-development and commercialization agreement.

The deal will focus on a promising drug called NKTR-358, developed by Nektar Therapeutics. Its being designed to target the interleukin (IL-2) receptor complex in the body in an effort to stimulate the proliferation of regulatory T-cells. Activating these cells could bring the immune system back into balance.

As part of this agreement, Nektar will receive an initial payment of $150 million from Eli Lilly with the potential to receive an estimated $250 million if the drug achieves certain development and regulatory milestones, according to the announcement.

Investigators achieved the first human dose of NKTR-358 as part of a Phase I clinical trial in March 2017 with the goal of measuring observed changes and functional activity of regulatory T cells in approximately 50 healthy patients.

Both companies will co-develop NKTR-358 with Nektar being responsible for completing Phase 1 clinical development, but then the costs will shift for Phase 2 in which Lilly will handle 75 percent and Nektar the remaining 25 percent.

Furthermore, Nektar will be able to receive double-digit royalties that increase based on its Phase III investment and product sales with Lilly handling all costs of global commercialization.

"We are very pleased to enter into this collaboration with Lilly as they have strong expertise in immunology and a successful track record in bringing novel therapies to market," said Nektars President and CEO Howard W. Robin, in a statement. Importantly, this agreement enables the broad development of NKTR-358 in multiple autoimmune conditions in order to achieve its full potential as a first-in-class resolution therapeutic."

Proving this drugs mechanism of action is viable could ultimately yield a multi-purpose therapy that could work for autoimmune conditions like lupus and psoriasis.

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Cell Biology

Biology faculty take part in national institute on scientific teaching – News at OU

With the goal of improving student learning, a select group of faculty members in Oakland Universitys Department of Biological Sciences attended a national conference dedicated to enhancing teaching methods in the STEM fields. Rasul Chaudhry, Shailesh Lal, Luis Villa-Diaz and Randal Westrick took part in this years Summer Institute on Scientific Teaching, which was held June 4-10 at the University of Minnesota.

The event, which was by invitation only, focused on helping university instructors in the STEM fields create an inclusive environment in which students of all backgrounds and learning styles can succeed.

Chaudhry, who has taught at OU for more than 30 years, said the institute allowed STEM professors to share ideas on how to improve student engagement in science, technology, engineering and mathematics, subjects with a reputation for being academically challenging.

We are always looking for ways to spark students interest. Some students struggle early on (in STEM subjects) and are turned off, Chaudhry said. They may develop a mindset that its too difficult or its just not for me. Our challenge as educators is to reach out to all students and help them see that STEM can be fun and interesting.

During the conference, participants engaged in interactive sessions, worked in small groups with a trained facilitator, and presented instructional materials for feedback and review. OUs team presented a lesson on epigenetics, which is the study of biological mechanisms that control gene expression.

Its a topic that must be taught with sensitivity, Villa-Diaz said, noting that epigenetics play a role in disease predisposition being passed from generation to generation. There could be students in the class who have family history of certain diseases, such as cancer.

The four professors were designated Scientific Teaching Fellows for their dedication to undergraduate education.

Participants discussed ways to maximize student engagement, such as implementing multilingual instruction for non-native speakers and closed captioning for students with hearing impairments. The concept of a flipped classroom in which students watch or listen to a lecture before class, and then engage in discussion and learning exercises during class, was also cited as a way to promote active learning.

Lal noted that an inclusive approach is particularly vital for professors who are teaching students of many different skill levels.

At most universities, professors are teaching a wide spectrum of students, Lal explained. So, were trying to keep the more advanced students interested, while also making sure that no one is left behind.

A students cultural background can also be a pathway to engagement, according to Chaudhry.

Most of the contributions to cell biology came from Caucasians, he said. But there are many other scientific contributions that were made by minorities.

At the conclusion of the institute, participants received a certificate designating them a Scientific Teaching Fellow in recognition of their demonstrated commitment to undergraduate education.

OUs team will be organizing workshops to share what theyve learned with colleagues across campus.

The plan is to spread the message so that we can all use these strategies, Westrick said. We want to attract and retain as many students as possible in STEM. These fields are not only financially rewarding, but also rewarding in terms of their potential to improve peoples lives and make the world a better place.

Financial support for the participants was provided by the Office of the Provost. The institute was jointly sponsored by the Howard Hughes Medical Institute, the Helmsley Charitable Trust and the Yale Center for Teaching and Learning.

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Cell Biology

UCI researchers use stem cells as cancer-seeking missiles – 89.3 KPCC

A close-up of cell mutations that cause cancer. Steve Gschmeissner/Science Source

Chemotherapy is brutal a medicinal atomic bomb that destroys large swaths of cells, both cancerous and normal. And as a result, patients are often left physically devastated.

In a new study published in Science Translational Medicine, scientists at UC Irvine say they've come up with a way to use stem cells to help ameliorate those side effects. Think of it as a surgical strike with cancer-seeking missiles.

Professor Weian Zhao and his colleagues from UC Irvine modified stem cells so that they'd be attracted to enzymes released by breast cancer tumors. So, when injected into the body, the stem cells seek out the cells and bond with them.

The enzymes the scientists identified cause tissue to clump up into bundles of collagen and protein to create stiff tumors. The tumors become lumps that a patient can sometimes feel, and they act as a protective home for the cancerous cells.

The stem cells release an enzyme of their own, in turn, activating a type of chemotherapy that's been injected into the patient, which is inert until in comes in contact with the enzyme. The idea being that the chemotherapy only causes toxicity to a localized area, instead of destroying everything in its path.

"We can use a stem cells to specifically localize and produce the drugs only at the tumor site, so that we can spare the healthy tissue," said Zhao. "So, we can make the treatment more effective and less toxic to the patient."

"I think this is pretty unique in a way that it can target specific metastatic tissues with reduced toxicity overall," said Min Yu, assistant professor at the department of Stem Cell Biology and Regenerative Medicine at USC. "So, in that sense, I think it's very novel and very unique approach."

Yu, who was not involved in the research, complimented the UCI team's methods and results, especially how effective the treatment was on the particular cancer cell that they focused on. However, she said, from patient to patient and cancer to cancer, there are a myriad of different cells responsible, making treatment notoriously difficult to generalize. The therapy isn't a sure thing.

Zhao acknowledged that his team has a while to go before it can prove that the treatment is effective in people. So far, it's only been tested in mice. As a result, FDA approval and human trials could be years away.

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UCI researchers use stem cells as cancer-seeking missiles - 89.3 KPCC

Neuroscience

Conde Nast uses neuroscience to prove its sponsor posts work – Digiday

Cond Nast is on a mission to prove itssponsored postsare resonating, using the backingof neuroscience.

In an attempt to demonstratethe efficacy of its branded videos on YouTube and Facebook, the media conglomerate teamed with market research firm Neuro-Insight to measurethe impact of its posts on memory encoding and emotional intensity. Using a method called steady state topography that monitors brainwave activity, Cond Nast tracked how 200 consumers interacted with its sponsored fashion, finance, beauty and auto posts.

The findings showed high levels of resonance forCond Nast posts across both platforms specifically, its videos were 60 percent more effective at memory encoding than traditional YouTube pre-roll advertising and 17 percent more engaging than general Facebook content, including user-generated posts from friends.

Josh Stinchcomb, chief experiences officer at Cond Nast, said ultimatelythe study served to affirm and legitimize the companysexisting digital efforts, butwill also help inform ways for the company to evolve across its brands.

Increasingly our social feeds and our YouTube channels are becoming major distribution points for all content we create, editorial and otherwise, he said. So much of advertising impact is subconscious. We really wanted to delve into how people were responding to advertising within the brain and get a more nuanced and holistic read.

Part of Cond Nasts higher resonance rates can be attributed to targeted advertising techniques that have made it easier to tailor content to a particular type of consumer or reader. For example, its now easier than ever to tailor fashion-centric Cond Nast videos to consumers using YouTube to seek outstyle tutorials. According to a recent study by social advertising consultancyStrike Social, fashion has the second highest ad viewership rate on YouTube across industries after education content at 13.4 percent higher viewership than the industry average, at 31.9 percent versus 27.7 percent.

Fashion has done very well at producing video content, said Jason Nesbitt, vp of media and agency operations at Strike Social. They have engaging creative and often have content that includes a popular celebrity, model of a good looking person. That always does well as far as viewership.

Enter today to join past winners like Ogilvy, Under Armour and Casper

Stephanie Fried, evp of research, analytics and business development at Cond Nast, said the studyprovides an important look at thesubconscious proclivities of its readers that helpsemphasize the impact of the companysads.

Opinions are subjective and relative to peoples individual perceptions while neuroscience is more objective and consistent across subjects,Fried said. There are some things people dont want to say but neuroscience still picks those things up. Its like a lie detector on the brain.

Nesbitt added that the benefit ofsponsored content in the digital age isbrands and publishers like Cond Nast can receiveinstantaneous analysisthat allows themto test campaigns.

Its not like traditional media where you choose a TVor radio station that might index higher due to a particular demographic, where you might not get the results till later and its harder to measure, he said. The luxury is having this data in real time and having these insights from the sheer mass data that you get.

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Conde Nast uses neuroscience to prove its sponsor posts work - Digiday