Physiology

Dr. Jim Walker Joins Athletic Republic Executive Team – Yahoo Finance

Leading Sports Scientist to Expand Athletic Republic's Sports Training programs

PARK CITY, Utah, May 4, 2020 /PRNewswire/ --Athletic Republic, the leading franchisor of sports performance training centers, today announced that Dr. Jim Walker, a nationally recognized expert in the field of performance training and biomechanics, has joined its corporate team as the Head of Science, Education, and Trainer Development.

Athletic Republic Logo (PRNewsfoto/Athletic Republic)

"In this role Jim will be expanding our program offering and teaching our trainers across the Athletic Republic network how to apply the principles of sports science to sports training to help every athlete improve their performance. Jim's influence on Athletic Republic's training programs, protocols, and trainer development spans the past 20 years and I'm excited that he will be able to continue contributing his insights and intelligence to our athletes' and trainers' development," stated Athletic Republic CEO Charlie Graves.

Dr. Walker, a native of Montana, was the Sport Science Program director at TOSH-Intermountain Healthcare for 27 years. His professional interest and expertise is in the connection between physiology and movement mechanics and how they relate to performance, and injury risk and prevention. He has more than 50 peer-reviewed scientific publications and abstracts, and has presented on these topics at numerous local, regional and national professional conferences. He received his BS, MS and PhD degrees in Exercise and Sport Science with emphases in Exercise Physiology, Biomechanics, Training Theory, and Sport Nutrition from Montana State University, Arizona State University, and the University of Utah respectively. He competed as a distance runner collegiately and post-collegiately, and he was a US Junior National Champion and US Olympic Trials qualifier. He has advised and coached athletes in multiple sports over the years, most notably some of America's best distance runners, at the high school, collegiate, and Olympic levels and most recently was a nationally ranked USA Track and Field Masters runner at 1500 meters, the mile, and 5000 meters before he hung up his racing shoes.

Comments Walker, "I'm excited for the opportunity to continue my professional career with the first and only sports training franchisor based on performance best practices, fundamental movement mechanics, and injury risk reduction. I began my affiliation with AR more than 20 years ago because the program utilizes the scientific literature and sound principles of sports training theory and methodology. These characteristics are extremely important to me with my background as a competitor, coach and sport scientist."

About Athletic RepublicAthletic Republic is the nation's leading sports performance training franchisorwith 80locations and more than one million athletes trained. It is the premier destination for individualized, sport-specific training for athletes of all ages and abilities who seek toimprove their speed, power, agility and stamina. For more information, visit http://www.athleticrepublic.com.

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Physiology

Weirton Resident Thaiddeus Dillie Named to West Virginia University’s Order of Augusta – Wheeling Intelligencer

Weirton native Thaiddeus Dillie, right, and Hurricane native Teresa Hoang stand together after being named West Virginia Universitys 2019Homecoming king and queen during halftime of Saturdays game against Texas. Dillie is a senior biochemistry major who serves as the alternate Mountaineer Mascot, a mentor for the WVU Honors College, a student life ambassador and a Student Government Association senator for the David College of Agriculture, Natural Resources and Design. Hoang is a senior computer science major who serves as a student ambassador and teaching assistant for the Benjamin M. Statler College of Engineering and Mineral Resources. (WVU Photo/Hunter Tankersley)

Weirtons Thaiddeus Dillie will soon receive West Virginia Universitys highest student honor, joining seven others in the 2020 class of the Order of Augusta.

Also, Katherine Adase of Wheeling has been named among more than 40 WVU Oustanding Seniors.

This years Order of Augusta inductees have exceeded classroom boundaries and demonstrated an unwavering commitment to solving complex global challenges and serving others.

WVU looks forward each year to recognizing its top graduates with the Outstanding Senior award and the Order of Augusta, said Maryanne Reed, WVUs provost and vice president for Academic Affairs. These students have already shown exceptional leadership, compassion and a commitment to service at the collegiate level. They are without question poised to lead positive change in local communities and around the world.

A majority of the 2020 Order of Augusta scholars are members of the WVU Honors College.

Our outstanding seniors are the best of the best, showing both academic achievement and the determination and adaptability of true Mountaineers, said Dean of Students Corey Farris. We look forward to their successes, knowing they are positioned to make a difference beyond campus while carrying the Mountaineer spirit with them.

These eight students are among 49 students named WVU Foundations Outstanding Seniors.

Dillie, a member of the Honors College from Weirton, will graduate with a degree in biochemistry (ASBMB track) and a minor in business administration. He serves as a student ambassador for the Division of Student Life, peer mentor for the WVU Honors College and Student Government Association representative for the Davis College of Agriculture, Natural Resources and Design. He also served as the 2019-20 WVU Homecoming King.

Joining him are the following students:

Noor Dahshan, a member of the Honors College from Charleston, will graduate with a degree in biology.

Abigail Kaufman, from York, Pennsylvania, will graduate with a in degree exercise physiology and a minor in medical humanities and health sciences.

Caroline Leadmon, a member of the Honors College from Hurricane, will graduate with degrees in biochemistry and animal and nutritional sciences.

Morgan McCardell, a non-traditional student and student parent from Martinsburg, has earned her Regents Bachelor of Arts.

Kristin Ruddle, from Brandywine, will graduate with degrees in biology and psychology.

David Sokolov, a member of the Honors College from Morgantown, will graduate with degrees in biology and mathematics.

Lindsey Zirkle, a member of the Honors College for Charleston, will graduate with degrees in International studies and English.

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Weirton Resident Thaiddeus Dillie Named to West Virginia University's Order of Augusta - Wheeling Intelligencer

Physiology

Why Depressed Moms Depress Their Kids, And How To Stop The Cycle – The Federalist

Weve all heard the saying, If moms unhappy, everyones unhappy. I think its a little unfair to moms, but its meant as a playful way of saying what most of us have experienced at some point: Moms set the mood for the family. If mom is unhappy, the whole family feels it. Mothers wield tremendous influence in the home, and for most families this isnt a problem.

Moms can have ups and downs, which doesnt seriously interfere with a childs healthy attachment or development. Yet the same isnt necessarily true for the children of mothers who suffer from depression. Moms with a history of depression may leave their kids a legacy of depression.

A recent study in the Journal of Family Psychology found that self-blame plays an important role in the link between a mothers depressive symptoms and similar symptoms in her children. Chrystyna D. Kouros, one of the authors of the study and an associate professor of psychology at Southern Methodist University, says, Children of depressed mothers are 2-3 times more likely to develop depressive symptoms themselves.

A key factor in why this happens might have to do with a childs tendency to assume blame. Children who consider themselves at fault whenever their mother is unhappy or angry are at greater risk for relational issues, victimization, and self-harm. These children are likely to believe theyre the cause of their mothers unhappiness even if theyve never been told so openly.

Kids are masters at reading a parents mood, and theyll often match it. How many times have we seen our emotions reflected back at us when we snap at our 4-year-old because weve had a bad day and he threw his toy because hes now distressed? Our kids are mirroring not only our emotions but our physiology. Infants can sense when a mother is stressed and will begin to exhibit physical signs of stress such as an increased heart rate and muscle tension.

Children are constantly taking in information about their environment and adjusting accordingly. When kids are young, they might be anxious or fearful when they sense a parent is upset. When they get older and more verbal, they may try to keep the peace by internalizing their problems or assuming the role of cheerleader for the unhappy parent.

Confusion also upsets a child. They know mom is sad a lot, but they dont know why, and no one talks about it. Understandably, a parent may not want to share her deeply painful struggles with kids, but theres a lot of ground between sharing too much and providing helpful, age-appropriate answers. Children who are left to figure out moms mood on their own and believe theyre at fault for her constant unhappiness risk internalizing her sadness and eventually having their own mental health issues.

To help alleviate this, moms struggling with depression may want to consider opening up to their kids perhaps sharing what depression is like and then asking them what its like when mom is sad. Children will invariably have questions mom cant answer, and mom isnt always in a position to answer them. Thats OK.

Maybe she doesnt know why she feels lousy and isnt considering how other people feel because her depression is overwhelming, Maybe if she does try to explain why shes not the mom she wants to be, she ends up spiraling into more self-loathing over her failings.

I want to caution moms against going too far down the I failed as a mother path. It does more harm than good. One, it doesnt serve the mother because its not true. Did mom do things wrong? Yes. Did mom do everything wrong? No.

Second, it puts kids who feel responsible for their mothers depression in the unfair position of having to enthusiastically assure mom she isnt a bad parent, which may conflict with what they feel, in an effort to cheer her up.

Carrying the weight of a parents unhappiness is a heavy burden for a child. It makes sense that children prone to self-blame develop anxiety and depression. Theyre internalizing moms feelings of hopelessness. This isnt the legacy we want to leave with our kids.

The good news for moms with depression is they dont have to be controlled by despair. There is always hope. The vast majority of these moms dearly love their children and certainly dont want to damage them. Even better news is that its never too late for moms to help their children stop internalizing sadness and stress.

Research shows a mothers love has the power to transform a childs emotional development and brain. Children who grew up with nurturing moms had a hippocampus 10 percent larger than that of children who grew up in a non-nurturing home.

This is important because the hippocampus part of the brain is associated with regulating emotions and memory. This tells us love can go a long way for children of depressed mothers. A critical first step, however, must be to get help. Depressed moms should seek a mental health therapist and possibly see their doctor if medication is needed. They can also ensure their kids have someone to talk to.

This confidant doesnt have to be a professional. It can be a family member or friend. One emotionally supportive, positive adult can make a huge difference for children who are depressed and blame themselves for their moms unhappiness. The more frequently an adult can reassure the child he ist to blame for his moms feelings, the more opportunities that child will have to believe it. Eventually, the child may learn to replace self-blame with self-love.

Mrs. Efferson has an M.S. in speech language pathology, and an M.S. in counseling psychology. She writes on mental health issues, and is a therapist in east Tennessee.

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Why Depressed Moms Depress Their Kids, And How To Stop The Cycle - The Federalist

Physiology

Deadly Virus Turns Honey Bees Into Trojan Horses, Rapidly Spreading the Infection to Healthy Hives – SciTechDaily

Entomology professor Adam Dolezal and his colleagues found that infection with the Israeli acute paralysis virus increases the likelihood that infected bees are accepted by foreign colonies. Credit: Fred Zwicky

Honey bees that guard hive entrances are twice as likely to allow in trespassers from other hives if the intruders are infected with the Israeli acute paralysis virus, a deadly pathogen of bees, researchers report.

Their new study, reported in the Proceedings of the National Academy of Sciences, strongly suggests that IAPV infection alters honey bees behavior and physiology in ways that boost the viruss ability to spread, the researchers say.

The most important finding of our study is that IAPV infection increases the likelihood that infected bees are accepted by foreign colonies, said Adam Dolezal, a professor of entomology at the University of Illinois at Urbana-Champaign who led the new research. Somehow, the infected bees are able to circumvent the guards of foreign colonies, which they shouldnt be able to do.

Researchers tagged each honey bee with the equivalent of a QR code and used an automated system to study trophallaxis, a process by which the bees exchange regurgitated food and other liquids. The system allowed them to track how infection with IAPV affected the bees trophallaxis social network. Credit: Tim Gernat

Previous studies have shown that IAPV-infected honey bees are more likely than healthy bees to lose their way when returning home from foraging trips. In commercial beekeeping operations where hives are stacked much closer together than in the wild, the virus is even more likely to spread from one infected colony to nearby healthy ones.

To capture the behavior of individual bees, researchers tagged each one with the equivalent of a QR code and continuously monitored their interactions. The scientists were able to simultaneously track the behaviors of as many as 900 bees.

In previous work, study co-author U. of I. entomologist Gene Robinson and his colleagues developed this automated system to study bees engaged in trophallaxis, a process by which honey bees exchange regurgitated food and other liquids. They used this system to study how IAPV infection might affect the bees trophallaxis social network.

Honey bees touch their mouthparts and antennae together to share food and information, but the practice also can transmit viruses. Credit: Fred Zwicky

Honey bees use trophallaxis to share food with each other as well as hormones and other signaling molecules that can affect their physiology and behavior. They do it in pairs by touching their mouthparts and antennae, and each bee does this with hundreds of partners a day, said Robinson, who directs the Carl R. Woese Institute for Genomic Biology at Illinois. Trophallaxis is essential to the spread of information and nutrition throughout the hive, but unfortunately, a behavior performed with such close social contact also allows viral infections to be transmitted through a hive.

In the new study, the scientists saw that honey bees altered their behavior in response to infection in their own hives. IAPV-infected bees and bees that had had their immune systems stimulated to mimic infection engaged in less trophallaxis than their healthy counterparts did.

The infected bees were just as mobile as the other bees, so their lower rates of trophallaxis were not the result of sluggishness from being sick, Dolezal said. The researchers believe this change in behavior is a general response to a health threat and not specific to IAPV infection, which is in line with previous research.

When the scientists placed honey bee workers at the entrance of a foreign hive, however, the infected bees engaged in more trophallaxis with the guards, the researchers found. The guards were more likely to admit them than to let in healthy bees or bees whose immune systems had been stimulated. This response was specific to IAPV infection.

Something about them must be different, Dolezal said.

To test whether the IAPV-infected bees were giving off a different chemical odor than their healthy nest mates, the researchers analyzed the chemistry of the hydrocarbons that coat the bees exoskeletons. They discovered distinct hydrocarbon profiles for healthy bees, IAPV-infected bees and immunostimulated bees.

It seems that the virus is changing how the bees smell, and perhaps the infected bees also are behaving in a way that is meant to appease the guards by engaging more in trophallaxus, Dolezal said.

The new findings suggest that IAPV is evolving in ways that enhance its ability to infect as many hosts as possible, Dolezal said.

If youre a virus, its much more valuable to get transmitted to a new family group, like traveling from one city to a new city, he said. And so how do you get there? You increase the chances that the sick bees leaving colony A are more likely to get into colony B.

###

Reference: Honey bee virus causes context-dependent changes in host social behavior by Amy C. Geffre, Tim Gernat, Gyan P. Harwood, Beryl M. Jones, Deisy Morselli Gysi, Adam R. Hamilton, Bryony C. Bonning, Amy L. Toth, Gene E. Robinson and Adam G. Dolezal, 27 April 2020, Proceedings of the National Academy of Sciences.DOI: 10.1073/pnas.2002268117

The Christopher Family Foundation, National Academies Keck Futures Initiative, American Pollinator Protection Campaign and U.S. Department of Agricultures National Institute of Food and Agriculture supported this research.

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Deadly Virus Turns Honey Bees Into Trojan Horses, Rapidly Spreading the Infection to Healthy Hives - SciTechDaily

Physiology

Drink Made From Fruit and Plant Extracts May Be the Scientifically-Backed Hangover Cure We’ve Been Waiting For – Good News Network

A plant extract combination of fruits, leaves, and roots may help to relieve hangover symptoms, reveals an intriguing new study published online this week.

Furthermore, the common wisdom about what causes hangovers may be wrong. The studys findings indicate that dehydration and the associated loss of electrolyteselectrically charged minerals in the body that help balance water content and acid levelsmay not be largely responsible for all the common hangover symptoms.

Various natural remedies have been recommended over the years to ease hangover symptoms, but there was no strong scientific evidence that would advocate for their use.

In a bid to address that, German researchers at the Institute of Molecular Physiology at Johannes Gutenberg-University assessed the potential of specific plant extracts, vitamins and minerals, and antioxidant compounds to ease a range of physical and psychological symptoms associated with drinking alcohol. Their peer-reviewed, double-blind, randomized controlled trial has been published in BMJ Nutrition Prevention & Health.

The plant extracts included Barbados cherry (Acerola), prickly pear, ginkgo biloba, willow and ginger root. The vitamins and minerals included magnesium, potassium, sodium bicarbonate, zinc, riboflavin, thiamin and folic acid.

Some 214 healthy 18-65 year olds were randomly split into three groups and given a 7.5 g flavored, water soluble supplement 45 minutes before, and immediately after they stopped drinking any of beer, white wine, or white wine spritzer.

RELATED: These are the 3 Most Promising Longevity Supplements From Scientific Research So Far

The first group (69) were given a supplement containing the plant extracts, vitamins and minerals, and additional antioxidant compoundssteviol glycosides and inulin. The second group (76) were given a supplement minus the plant extracts, while the third group (69) were given glucose alone (placebo).

The number and type of drinks consumed was recorded as was how many times they emptied their bladder between 1,700 and 2,100 hours.

Blood and urine samples and blood pressure measurements were taken before and after the start of this four-hour period, after which the participants were sent home to sober up.

CHECK OUT: Give Yourself a Dry JanuaryYoull Sleep Better, Save Money, and Lose Weight

Twelve hours later the same samples and blood pressure measurements were taken, and participants filled in a questionnaire about the type and intensity of perceived hangover symptoms, which were ranked on a zero to 10 scale.

The average amount of alcohol consumed was virtually the same in all three groups: 0.62 ml/minute.

Analysis of all the data showed that symptom intensity varied widely among the participantsbut compared with the placebo, those taking the full supplement of plant extracts, minerals/vitamins, and antioxidants reported less severe symptoms.

MORE: Discovery of Brain Circuit That Controls Compulsive Drinking Offers Hope for Alcoholism Cure

Average headache intensity was 34% less, nausea 42% less, while feelings of indifference fell by an average of 27% and restlessness by 41%. No significant differences or reductions were reported for any of the other symptoms.

Polyphenol and flavonoid compounds in each of the five plant extracts have been associated with curbing the physiological impact of alcohol in previously published experimental studies, explain the researchers. But its not clear how.

The underlying mechanisms remain to be unravelled and surely need further investigation, according to the authors Professor Bernhard Lieb and Patrick Schmitt in Mainz, Germany.

CHECK OUT: Apples, Tea, and ModerationThe 3 Ingredients for a Long Life

No significant difference in any symptom was reported by those taking the supplement minus the plant extracts, suggesting that plant extracts were largely responsible for the observed changes, say the researchers.

And the absence of any observed impact for vitamins and minerals on their own suggests that alcohol might not affect electrolyte and mineral balance, as is commonly thought, they add.

Their analysis also showed levels of water content in the body werent significantly associated with the amount of alcohol drunk. Our results suggest that alcohol-induced increased fluid excretion does not necessarily lead to a significant dehydration process, they write.

LOOK: Sober Bars Are Giving More and More Recovering Alcoholics a Social Place for Fun Without Booze

It seems to be clear that hangover symptoms are predominantly caused by alcohol and its metabolites, rather than dehydration or electrolytes, they concluded.

Reprinted from BMJ

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Human Behavior

Human behavior is an oddity – The Highland County Press

By Jeanette Sekan The Cody (Wyo.) EnterpriseHCP columnistHuman behavior is an oddity in the best of times.

When crises hit, whether on a personal, local, national or international level, it becomes something else altogether. As all of us find our own way to adjust, we see the entire spectrum of behaviors.

Some withdraw, some volunteer, some complain, some blame, some follow guidelines, some jump in and help friends and neighbors, some rebel and decide to do anything opposite of the norm, whether it makes sense or not. Some are conformists, some are contrarians.

We are an odd lot.

I realize as the calendar continues to march along, Im finding some oddities to my own behavior. Unless my memory is faulty we all know our memories are faulty in times gone by I wouldve let my OCD side kick in and begin organizing, sorting, rearranging and otherwise trying to straighten anything and everything out to within an inch of its life. A while back, I realized I had begun to slowly embrace procrastination, something I used to put up the metaphorical X sign to ward off.

I also found my anxiety level manifests itself differently. I remember what a psychologist friend-employer once said; people dont commit suicide over nuclear war; they do over a hangnail. As Ive observed human behavior over the years, mine as well as others, that phrase seems more prescient today.

Fortunately, Ive been able to continue my day job. Other things are off, uncomfortable and worrisome. Im worried about friends and family who are not working now through no fault of their own. Im worried about my 401(k) since Im of the age to be thinking about the purpose of those funds. I also find Im not doing what I would have done a few short years ago. I havent gone through my cupboard or freezer to assess and organize, though I did find out my freezer may be fading.

Finding this out also led to the discovery of what strange things people are now buying due to panic mode kicking in freezers. I cant replace mine until maybe June or July. Im keeping my fingers crossed. I havent done any panic buying or hoarding.

One of the many irritating habits I inherited from my parents means I already had a supply of toilet paper which has been an unending source of teasing by my family members, until now. I have procrastinated balancing my checkbook, which normally would make me apoplectic. I havent cleaned my garage of the winter gathering of dirt and debris, which would have been done by now. I finally vacuumed the dog hair out of the car. Even willful blindness has limits.

My thought on behavior also makes me remember some history and what leaders did and did not do in critical times gone by, and yearn for the likes of Howard Baker, Everett Dirksen, Mike Mansfield, Sam Nunn and Barry Goldwater.

In 2020, instead of immediately gearing up to manufacture tests and equipment on a national scale to battle an unseen virus gripping the globe, were dealing with one persons ego and unnatural need for adoration.

Humans, we are an odd lot.

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Human behavior is an oddity - The Highland County Press

Human Behavior

Human-To-Human Marketing: 6 Steps to Cracking the Consumer Code – AiThority

If you want to study somebodys beliefs and perceptions, study their behavior, especially when they are alone.Despite moments of despair and fear during this unique moment in history, I find myself incredibly inspired by how this experience offers an opportunity to understand human behavior in ways we never have before.Social distancing, isolation, and quarantine, provide a rare some may say, once in a lifetime unobstructed portal into the human experience. An opportunity for marketers to acquire a higher level of customer loyalty and advocacy than ever before.For example, what content do customers like to watch when they have no distractions? How do they engage in personal relationships when no demands are pulling them away? What do they want to eat when their regular workout routines are disrupted? How do their private personas differ from their public personas? How does isolation create visibility into the core of who your customers are?These points of view offer a look into a new Marketing paradigm.

Brands that can tap into and implement these insights into their Marketing strategies will come out of this pandemic stronger and more resilient than ever. They will be the ones with a clear competitive advantage the ability to transform the way they engage their audiences forever.

Read more:4 Best Video Game Marketing Strategies

Everything today is about COVID. And the current conundrum among marketers is how do we communicate during this time? How do we connect? How do we balance the need to remain relevant and top of mind, while demonstrating compassion and empathy? Should we sell? Should we hold back? Its a hard balance.Some are getting it right.Some are failing miserably.

Marketers, by their very nature, focus on the problems directly in front of them. Driven by economic demands, they utilize machine-based connections and historical data to inform reactive, immediate decision making. With a heavy reliance (or rather addiction to) machine-assisted audience collection platforms (the walled gardens of the world), marketers are often too focused on short-sighted gain. Short-sighted gain almost always comes at the sacrifice of genuinely understanding the causal relationship between the customer and the data.

The uniqueness of this pandemic is making machine gathered and historical data less actionable. Marketers are being forced to take a more holistic view of data and the humans behind the data, in real-time. Marketers are also being forced to think through multi-faceted Marketing strategies that address the needs of today, in ways that build long-lasting brand resonance tomorrow.

This means marketers will need to use human engagement, not machines, for collecting customer insights; take more proactive risks (in this less reactive climate) and do more things that connect directly with their customers.

Human nature dictates that people tend to only accept, believe and surrender to the thoughts and actions that are equal to their emotional state.

And right now, people want empathy. They are asking for it. According toKantars COVID-19 Barometer, 70% of consumers are seeking reassuring messages from the brands they trust, and 77% want guidance for navigating the new normal. Not surprisingly, social media consumption has skyrocketed 61%, but what is surprising is the content and tone of the conversations. They are becoming less superficial and getting more personal.

To communicate with consumers in todays COVID landscape, marketers must focus on identifying their audience(s) current need states and understanding their emotional drivers.

Heres how.

Marketers have lots of historical online and offline behavioral data on their audiences. But now, thanks to captive content consumption brought on by COVID-19, marketers also have direct insight into how their audiences work, engage in content, and consume tangible or digital products while in isolation (or while practicing social distancing).

Mapping historical data with real-time behavioral trends of today gives marketers a more robust unified view of their audience(s). Marketers can then leverage this information to define distinct cohorts and build future-based predictive models, unlocking limitless opportunities for enhanced value exchange.

Read more:How Precise Location-Based Advertising is the Future of Mobile Marketing

The process illustrates a six-step blueprint for deriving customer intelligence signals in the current landscape.

Work with your agency or data partner to align what data you currently have in your arsenal. What online and offline data points can you see today? Are you able to combine and normalize this data, or is the data in silos? What media signals can you access? Do you have a DMP where you can unify this data against media signals?

Once you have a more unobstructed view into your dataset, run a correlation analysis to establish what data points are trending and align with the use cases most relevant to your brand.

This enrichment process can be done with your brands customer data platform, or with your agency/consulting partner in a data clean room. Use the correlation analysis gathered from step one to build your high-level cohorts. Refine these cohorts once first-party customer data is introduced.

Establish a direction on how to define need states for your brand a work back process that aligns brand positioning, creative and qualitative data. These needs states should then be validated in a quant methodology using context-based definitions from past media engagement.

Where are there glaring opportunities that your brand has not yet considered? Is there an opportunity for rapid messaging and creative changes? Work with your internal creative teams to pull through these opportunities, insights, and recommendations.

This is a data, creative and psychological intense process using the derived insights from step four to develop two to three loyalty triggers per cohort. Map your messaging to these cohorts. It will be essential to lead with empathy; weave in comfort, entertainment, and responsibility, and focus on a non-traditional value exchange for your audience(s) (less selling, more giving and helping).

Lead with a digital-first strategy. Ride the streaming wave (OTT and CTV). Enrich data with a messaging resonance score for ongoing media execution.

COVID-19 has created uncertainty for marketers who rely too heavily on walled gardens to tap one-dimensional audience data. Marketers who use this pandemic as an opportunity to create a new, higher level of empathic value exchange and consciousness will be the ones to better connect with their customers today while preparing for the new normal of tomorrow.

Read more:Time To Get Social: Prioritizing Social Marketing Strategies

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Human-To-Human Marketing: 6 Steps to Cracking the Consumer Code - AiThority

Human Behavior

Jerry Seinfeld Is Making Peace With Nothing: Hes Post-Show Business – The New York Times

Many of us have been wondering lately what Jerry Seinfeld, the sitcom character, would be doing in this current era of home quarantines and social distancing: how his extreme fastidiousness, self-centeredness and constant scrutiny of quotidian details (not to mention the hyperbolic traits of his fictional friends and neighbors) would be stretched to hilarious extremes in an environment of isolation and anxiety.

However, the real Jerry Seinfeld the one who gave up the sitcom long ago to focus on an occasional talk show and a peerless stand-up career is not the same guy. While he has been sheltering in place with his wife, Jessica, and their three children, he is as devoted as ever to his daily rituals and habits, and still inescapably prone to atomic-level observations of human behavior. But he is also self-conscious in a way that you never see in his act: He cracks jokes and then wonders whether its appropriate to do so or if people even want to laugh right now. These are difficult questions to wrestle with when youre a comedian, and like everyone else, Seinfeld is trying to figure out who he is and what he should do now.

Though he prefers to present himself publicly in the classic stand-ups attire of a suit and tie, Seinfeld appeared last Wednesday wearing a simple sweatshirt that read GARAGE, in a Zoom session from his house in the Hamptons. It was Seinfelds 66th birthday, and the video call took a few minutes to activate, requiring an intervention from the comedians more tech-savvy daughter, Sascha, who is 19. (The youth of America, he said, beaming with fatherly pride.)

Sitting in a room decorated with family photos, books, model cars and a copy of the Allan Sherman comedy album My Son, the Nut, Seinfeld talked about his evolving feelings on comedy, its power and its deficiencies during this time. From that perspective, he also contemplated his new stand-up special, 23 Hours to Kill, which Netflix will release on Tuesday; Seinfeld is aware that its jokes about the minor indignities of public gatherings, internet communication and the Postal Service may now play very differently than when the set was recorded in October at the Beacon Theater in Manhattan.

Seinfeld said he wasnt sure whether the special would be his farewell to filmed comedy, but he described his overall professional outlook as post-show business: Im really just into the pure art of it now, he explained. Just the bit, the audience and the moment. Im more interested in that than ever, and Im less interested in everything else.

Seinfeld spoke further about his reflections in quarantine, his need for routine and what he hopes comedy and New York will look like when this all ends. These are edited excerpts from that conversation.

When did the pandemic start feeling serious to you?

I knew instantly. I called my tour producer and said, Get ready to start canceling dates. It was like running in front of a tsunami. Lets head for the hills. But part of your makeup in this profession is adaptation. You just become highly adaptable to everything. So this is just another thing to adapt to.

Is it harder, though, when we dont know when this is going to end?

Yeah we do. Sure we do.

When?

Well, Ill take the over. [Laughs] I would bet on this virus. Can you imagine how jealous the other diseases must be of this idea of no symptoms for two weeks? Like, polio: Just think of what I could have been if I thought of that. Smallpox: This could have been so much bigger.

So youre finding you can still make jokes right now?

Not really, to tell you the truth. I dont really feel that funny. Its hurting so many people, so brutally. Im not in the mood to be funny. Its like youre a bird and then suddenly they change your cage. Youre just not sure who you are now.

You have a reputation as a neat freak. Do you feel thats been validated now?

Im not a germophobe. Im more about organized behavior routines. Yes, I do put my toothpaste on the same spot all the time. Im not O.C.D., but I love routine. I get less depressed with routine. Youre just a trained animal in a circus. I like that feeling: Now were going to do this trick, now were going to do that trick. That makes me feel better. I dont want too much mental freedom. I have too much of that anyway.

Is there a part of your routine that other people might find helpful right now?

The first thing I do is put water on my face. I got it from the movie The Hustler, with Jackie Gleason and Paul Newman. Thats how I change modes from lying down to standing up. Its like on Broadway: You need a curtain to come down between the first act and the second act. To me, thats water on your face. And then I look at my face with water dripping off it. And thats when I go [claps hands together], All right. Lets go. I want to look like Muhammad Ali on a coffee-table book.

Are you finding it harder, as some parents are, to have your children around all day long?

Theres some difficulty, but I really like all that extra time. My kids are teenagers and you would never see them, normally no idea where they are or what theyre doing. Now I really feel like Im getting to see who they are. Teenagers want to escape their parents so desperately, and they dont want you to see who theyve become. I remember that from my teenage years. You want to leave behind and adopt this new personality that you just thought of.

Are they helping introduce you to new technology and social media?

Oh, no. Im curious, very briefly. Whats TikTok? I look at it. OK, I got it. The thing that I enjoy the most is debating with them about why thats not funny and why this is funny. I retweeted this video that this comedian Sarah Cooper did. She took the voice of Trump talking about injecting yourself with disinfectant and just acted it out. I said, The reason this is funny is because she doesnt think shes being funny. When you think youre being funny, thats less funny for us as the audience. When youre being dead serious, thats funnier. You dont see her enjoying what shes doing shes doing it because she has to do it. Thats whats funny. They got it, they understood it. Those are the kinds of conversations I love to get into with them.

Do you find yourself yearning to get back onstage when you havent been able to do it for several weeks?

Its kind of like missing your friends. I would love to hang out with them, but I cant. You just accept it. I still have a writing session every day. Its another thing that organizes your mind. The coffee goes here. The pad goes here. The notes go here. My writing technique is just: You cant do anything else. You dont have to write, but you cant do anything else. The writing is such an ordeal. That sustains me.

Do you worry that stand-up comedy wont ever be what it was before and the audiences just wont come back like they once did?

No chance of that. People are going to go back, first of all, because laughter is the greatest feeling of release that there is. And No. 2, the comedians are going to adapt so much quicker than everyone else. The TV shows wont quite know what to make. The movie people might not know what to make. The comedians, within three nights, will know what to be doing. Because youll get that feedback instantly of what works and what doesnt.

Could you see yourself performing for an online audience?

No. I dont like home show business. I dont like these homey shows. I mean, I watch them. Theyre OK. And I think its nice that people are trying to do that. But I dont want to be doing that. I like wearing the suit and having the crowd and the energy and the crackle I like the magic. I dont want to know who you really are. I dont want to see how you really live. Were all just sick of peoples houses. Theyre all so depressingly normal. And the better the person, the crumbier the house is going to look. Because theyre too busy to do anything. The only people that have fabulous, fabulous places, stink. Theyre horrible at what they do. Theyre spending their money on the house instead of focusing on their art.

Did you want to make any changes to your stand-up special before its release, in case some of the jokes landed differently than when you delivered them?

I wonder if people will find its more difficult to laugh right now. There is a general, base-level sadness that our species is under threat. Youve got to feel a little sad about that. The laughter, when it comes, will feel great. But it might be harder to get there. We were putting together the trailer, and there was a bit in there where I was complaining about specials in a restaurant. And I thought, I cant lead with that. You cant be complaining about that. That was not going to feel quite right.

You have a routine in the special about people loving New York specifically because it is crowded and uncomfortable. Does that feel unexpectedly poignant now?

No, if you love the city, you still love it. I was talking to somebody yesterday, and they just said the word Williamsburg, and I got such a pang of longing to be in Williamsburg. I miss the city a lot. The vibe of it its postponed, lets say.

Do you regret how much time you spent in the special making fun of the Postal Service?

Oh, yes, I do a little bit. But it is funny. Its whole concept is based around walking and licking and strange numbers of pennies. Thats still funny.

So much of your comedy is built around close observations of the ways people interact with each other. Is all of that out the window if our ways of interacting change dramatically? Do you have like 15 minutes of material on handshaking that you can never use again?

I dont, but if I did Id be upset about it. I shot the trailer for the special in the first week of March. We werent doing six feet yet, but that was the first time I was in a large group of people and nobody shook hands. Nobody touched anybody and at the end of that day, it felt a little cold. And I dont like shaking hands. But having spent a whole day working together with a big group of people, when I walked out, I definitely felt something missing.

What inspired you to begin the special with a stunt sequence in which you jump out of a helicopter into the Hudson River?

Sixty-five years old! Who does that at 65 years old? If there was a piling right where I landed, that would have been a mess. It was cool. It was scary. And it is impressive. [Laughs] The helicopter joke came from the title. Once I came up with 23 Hours to Kill, that sounded like a Bond movie, so lets do a Bond movie opening.

We did it in late August, when the water would be warm. Im in the chopper with the stunt coordinator. Were about four stories off the Hudson River. Im sitting in the door, getting ready to jump, and I say to the guy, Have you ever had another actor do something like this? He says, Ive been in this business 30 years, Ive never had a stuntman do anything like this. But there was a stunt guy that did do it before me. I stupidly thought it would be easy. I dont know why I thought that. Its not easy.

Why was it important to you to do that?

The special was a very personal thing to me a document of who I was and what I did in my life. Thats what I wanted this thing to be. Im not a big of fan of really old people going on TV. I dont really want to be one of them. I want to put everything I have into this. I also thought my age was a very funny aspect of it. To be 65 and still doing something this absurd thats part of what I wanted my signature to be. That I kept trying to do silly things, right to the end.

Do you feel like youre coming to the end of something, professionally?

A little bit. Im kind of whats the word? post-show business now. I did show business. And I love show business, but Im past that. Past trying to play or understand that game. It doesnt interest me anymore.

Do you think this might be the last stand-up special you do?

I dont know. It feels like that to me. I like guys like Cary Grant that didnt want to go past a certain point on film. Live is different Ill perform forever. But on film, theres a point where I dont know. Ill see when I get there.

Has the pandemic reawakened your feelings of civic pride?

Yes. One of my favorite things in the special is when I thank the audience at the end for making me. Because in my mind, as Im looking out at that crowd, they represent every audience in New York I ever stood in front of, from when I was 20 years old, who shaped me. And the culture growing up here that shaped my outlook and my humor and my attitude. To me, I feel a tremendous debt to New York. I was so happy to have that chance to say that publicly, because Ive always felt it. Whatever Ive contributed to New York, I wanted to say to New York, the feeling is mutual. I have zero doubt that the city will come back. Zero.

As we are speaking, its your 66th birthday. Is this a special milestone for you? Are you doing anything exciting to mark the occasion?

No. Its not a number that really interests me. Jess is making baked ziti. Thats a big deal.

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Jerry Seinfeld Is Making Peace With Nothing: Hes Post-Show Business - The New York Times

Human Behavior

Auto industry must address worker, shopper fear – Automotive News

When the North American auto industry returns to work after almost two months of isolation, workers returning to plants and offices will be carrying more than lunch pails and newly mandated protective equipment. Most are likely to bring a very natural dose of fear with them.

Fear is perhaps the most powerful motivator of human behavior a fact known well to those who design political attack ads for a living. Fear instinctively drives human beings to act, often irrationally and even against their own long-term self-interests, with a singular desire to continue living, to escape the existential threat or avoid a known danger.

In the case of COVID-19, the fear is legitimate and understandable. The death toll continues to rise to shocking levels, even as doctors and researchers race to develop treatments and ultimately a vaccine.

Businesses keen to reopen stores and factories must respect the fear their employees will feel, for themselves and for their families and communities. In addition to their personal risk, there's the awareness that a second wave of infections is a real possibility, that it could be worse than what's been seen already and that the economic pain of withstanding the first one may have been for naught.

And the wariness of that risk isn't exclusive to employees: Neighbors, vendors and especially customers are also going to feel it.

Addressing it is a twofold challenge. Job 1 is ensuring that the work environment is as safe as can be, adopting best practices for hygiene and human resources even as they evolve. The second part is making sure that employees and customers also feel reasonably safe.

Employers should start by acknowledging the dangers and vowing to take them seriously. Work practices must be revised and protective equipment procured. Demonstrations of compassion and of shared sacrifice can go a long way.

Once the medical system has the needed testing, tracing and treatment capacities, restarting the auto industry will be good for the economy. For those idled by this pandemic, returning to work should make them feel better fiscally, physically and emotionally.

Calming the fear requires patience now, and it may require even more when everyone comes back to work.

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Auto industry must address worker, shopper fear - Automotive News

Human Behavior

Lifestyle: This how we can analyze human behavior with this thing – Dynamite News

The device people use to communicate can affect the extent to which they are willing to disclose intimate or personal information about themselves, suggests a recent research.

Washington D.C: The device people use to communicate can affect the extent to which they are willing to disclose intimate or personal information about themselves, suggests a recent research.

The study in the Journal of Marketing is titled "Full Disclosure: How Smartphones Enhance Consumer Self-disclosure" and is authored by Shiri Melumad and Robert Meyer.

Also Read: Average Indian spends over 1,800 hours a year on smartphone

Do smartphones alter what people are willing to disclose about themselves to others? A new study in the Journal of Marketing suggests that they might. The research indicates that people are more willing to reveal personal information about themselves online using their smartphones compared to desktop computers.

For example, Tweets and reviews composed on smartphones are more likely to be written from the perspective of the first person, to disclose negative emotions, and to discuss the writer's private family and personal friends.

Likewise, when consumers receive an online ad that requests personal information (such as phone number and income), they are more likely to provide it when the request is received on their smartphone compared to their desktop or laptop computer.

Why do smartphones have this effect on behaviour? Melumad explains that "Writing on one's smartphone often lowers the barriers to revealing certain types of sensitive information for two reasons; one stemming from the unique form characteristics of phones and the second from the emotional associations that consumers tend to hold with their device."

First, one of the most distinguishing features of phones is a small size; something that makes viewing and creating content generally more difficult compared with desktop computers. Because of this difficulty, when writing or responding on a smartphone, a person tends to narrowly focus on completing the task and become less cognizant of external factors that would normally inhibit self-disclosure, such as concerns about what others would do with the information. Smartphone users know this effect well--when using their phones in public places, they often fixate so intently on its content that they become oblivious to what is going on around them.

The second reason people tend to be more self-disclosing on their phones lies in the feelings of comfort and familiarity people associate with their phones. Melumad adds, "Because our smartphones are with us all of the time and perform so many vital functions in our lives, they often serve as 'adult pacifiers' that bring feelings of comfort to their owners."

Also Read: Best of 2019-YouTube lists top videos that Indians watched this year

The downstream effect of those feelings shows itself when people are more willing to disclose feelings to a close friend compared to a stranger or open up to a therapist in a comfortable rather than uncomfortable setting. As Meyer says, "Similarly when writing on our phones, we tend to feel that we are in a comfortable 'safe zone.' As a consequence, we are more willing to open up about ourselves."

The data to support these ideas is far-ranging and includes analyses of thousands of social media posts and online reviews, responses to web ads, and controlled laboratory studies.

For example, initial evidence comes from analyses of the depth of self-disclosure revealed in 369,161 Tweets and 10,185 restaurant reviews posted on TripAdvisor.com, with some posted on PCs and some on smartphones. Using both automated natural-language processing tools and human judgements of self-disclosure, the researchers find robust evidence that smartphone-generated content is indeed more self-disclosing. Perhaps even more compelling is evidence from an analysis of 19,962 "call to action" web ads, where consumers are asked to provide private information.

Consistent with the tendency for smartphones to facilitate greater self-disclosure, compliance was systematically higher for ads targeted at smartphones versus PCs.

The findings have clear and significant implications for firms and consumers. One is that if a firm wishes to gain a deeper understanding of the real preferences and needs of consumers, it may obtain better insights by tracking what they say and do on their smartphones than on their desktops.

Likewise, because more self-disclosing content is often perceived to be more honest, firms might encourage consumers to post reviews from their personal devices. But therein lies a potential caution for consumers--these findings suggest that the device people use to communicate can affect what they communicate. This should be kept in mind when thinking about the device one is using when interacting with firms and others. (ANI)

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Lifestyle: This how we can analyze human behavior with this thing - Dynamite News