Surprising lung reaction may explain why COVID is hard to treat – Futurity: Research News

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New insights into the immune response to SARS-CoV-2 infections could bring better treatments for COVID-19 cases.

Researchers unexpectedly found that the virus triggers a biochemical pathway, known as the immune complement system, in lung cells. That might explain why the disease is so difficult to treat.

The research appears in the journal Science Immunology.

The researchers propose that the pairing of antiviral drugs with drugs that inhibit this process may be more effective. Using an in vitro model using human lung cells, they found that the antiviral drug Remdesivir, in combination with the drug Ruxolitinib, inhibited this complement response.

This is despite recent evidence that trials of using Ruxolitinib alone to treat COVID-19 have not been promising.

To identify possible drug targets, the research team examined more than 1,600 previously FDA-approved drugs with known targets, says Majid Kazemian, assistant professor in the departments of computer science and biochemistry at Purdue University.

We looked at the genes that are up-regulated by COVID-19 but down-regulated by specific drugs, and Ruxolitinib was the top drug with that property, he says.

Within the last few years, scientists have discovered that the immune complement systema complex system of small proteins produced by the liver that aids, or complements, the bodys antibodies in the fight against blood-borne pathogenscan work inside cells and not just in the bloodstream.

Surprisingly, the study found that this response is triggered in cells of the small structures in the lungs known as alveoli, Kazemian says.

We observed that SARS-CoV2 infection of these lung cells causes expression of an activated complement system in an unprecedented way, Kazemian says. This was completely unexpected to us because we were not thinking about activation of this system inside the cells, or at least not lung cells. We typically think of the complement source as the liver.

Claudia Kemper, senior investigator and chief of the Complement and Inflammation Research Section of the National Institutes of Health, was among the first to characterize novel roles of the complement system in the immune system. She agreed these latest findings are surprising.

The complement system is traditionally considered a liver-derived and blood-circulating sentinel system that protects the host against infections by bacteria, fungi, and viruses, she says. It is unexpected that in the setting of a SARS-CoV2 infection, this system rather turns against the host and contributes to the detrimental tissue inflammation observed in severe COVID-19. We need to think about modulation of this intracellular, local, complement when combating COVID-19.

Ben Afzali, an investigator of the National Institute of Healths National Institute of Diabetes and Digestive and Kidney Diseases, says there are now indications that this has implications for difficulties in treating COVID-19.

These findings provide important evidence showing not only that complement-related genes are amongst the most significant pathways induced by SARS-CoV2 in infected cells, but also that activation of complement occurs inside of lung epithelial cells, i.e., locally where infection is present, he says.

This may explain why targeting the complement system outside of cells and in the circulation has, in general, been disappointing in COVID-19. We should probably consider using inhibitors of complement gene transcription or complement protein activation that are cell permeable and act intracellularly instead.

Afzali cautions that appropriate clinical trials should be conducted to establish whether a combination treatment provides a survival benefit.

The second finding that I think is important is that the data suggest potential benefit for patients with severe COVID-19 from combinatorial use of an antiviral agent together with an agent that broadly targets complement production or activation within infected cells, he says. These data are promising, but it is important to acknowledge that we carried out the drug treatment experiments in cell lines infected with SARS-CoV2. So, in and of themselves they should not be used to direct treatment of patients.

Kemper adds that the unexpected findings bring more questions.

A currently unexplored and possibly therapeutically interesting aspect of our observations is also whether the virus utilizes local complement generation and activation to its benefit, for example, for the processes underlying cell infection and replication, she says.

Source: Purdue University

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Surprising lung reaction may explain why COVID is hard to treat - Futurity: Research News

Penrose TherapeuTx Expands Scientific Advisory Board with Three World-Renowned Oncology Researchers – PharmiWeb.com

Drs. Mircea Ivan, David Rubin and Patrick Farmer join Penroses growing board of experts in latest round of scientific appointees

ANN ARBOR, Mich. & CHICAGO--(BUSINESS WIRE)--Penrose TherapeuTx, a pharmaceutical company focused on developing innovative small-molecule therapies for the treatment of advanced cancers, has welcomed three new leading oncology researchers to serve on the companys advisory board. Penroses deep bench of scientific advisors will now also include Mircea Ivan, M.D., Ph.D., a microbiologist and immunologist whose research contributed to the 2019 Nobel Prize in Medicine or Physiology for the discovery of how cells sense and adapt to oxygen availability, David Rubin, M.D., a gastroenterologist with expertise in high-risk cancer syndromes, inflammatory bowel diseases and clinical trial design, and Patrick Farmer, M.D., a chemical and biochemical expert whose research includes metal-based therapies for melanoma.

Drs. Ivan, Rubin and Farmer all bring world-class experience across the many interconnected fields of oncology research, said Mark de Souza, CEO of Penrose TherapeuTx. With unique backgrounds in microbiology, gastroenterology and chemistry, we believe their expertise will propel and expedite our novel mitochondrial research platform through the next stages of development.

Dr. Mircea Ivan is an Associate Professor of Medicine at the University of Indiana School of Medicine and a leading researcher in hypoxia, having pioneered the study of noncoding RNAs regulated by oxygen deprivation. He is also focused on combinatorial therapeutic approaches in oncology and tumor metabolism. Dr. Ivans research with Dr. William Kaelin (Dana-Farber Cancer Institute) showing how normal oxygen levels control rapid HIF-1 degradation with the help of oxygen-sensitive enzymes contributed to the 2019 Nobel Prize in Medicine or Physiology.

Dr. David Rubin is an international thought leader in the field of gastroenterology and the Joseph B. Kirsner Professor Chair, Chief of the Section of Gastroenterology, Hepatology and Nutrition, and the Co-Director of the Digestive Diseases Center at the University of Chicago Medicine. His 30 plus years of clinical expertise includes high-risk cancer syndromes and inflammatory bowel diseases (Crohns disease and ulcerative colitis) with particular interest in the prevention of cancer associated with these gastrointestinal (GI) diseases, as well as better screening tools for colorectal cancer.

Dr. Patrick Farmer is a Professor and Chair of the Department of Chemistry and Biochemistry at Baylor University who has extensively researched melanoma and brings over 30 years of chemical and biochemical expertise to the scientific advisory board. His research groups early study of the pigment melanin as a means of targeting melanoma led to chelator-based therapies that are currently in clinical trial for several types of cancer.

Drs. Ivan, Rubin and Farmer join current board members Dr. Navdeep Chandel, a Professor of Medicine, Biochemistry and Molecular Genetics at Northwestern University Feinberg School of Medicine with over 25 years of experience focused on understanding mitochondria as signaling organelles, Dr. Bhardwaj Desai, Chief Development Officer at Penrose TherapeuTx and a leader in oncology clinical drug development across all classes of medication and phases of development, and Dr. James Stankiewicz, a Professor of Otolaryngology at the Loyola University Medical Center in Chicago for over four decades.

About Penrose TherapeuTx

Penrose TherapeuTx is a U.S.-based pharmaceutical company focused on developing innovative small-molecule therapies for the treatment of advanced cancers. Penrose has pioneered the development of a novel Mitochondrial Modifying Agent (MMA) therapeutic platform designed to generate therapies for difficult to treat cancers through a unique cooperative mechanism of action. Our approach has potential broad applicability across both hematologic and solid tumors. Learn more at https://penrosetherapeutx.com.

Chad HyettMCS Healthcare917-204-7917chadh@mcspr.com

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Penrose TherapeuTx Expands Scientific Advisory Board with Three World-Renowned Oncology Researchers - PharmiWeb.com

Growth Drivers of Biochemistry Analyser Market 2020-2027 based on Key Players Like Thermo Fisher Scientific, RMS, HORIBA SoccerNurds – SoccerNurds

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Singapore Precision Medicine Program to Analyze Genetics of 150K Citizens – GenomeWeb

NEW YORK Singapore's National Precision Medicine (NPM) program has kicked off a four-year research initiative to analyze the genetics of 150,000 of its citizens, organizations involved in the effort announced on Wednesday.

The NPM program was launched in 2017 with a 10-year timeline to help establish the frameworks and infrastructure to roll out precision medicine throughout the country. The first phase of the effort focused on building a genetic databank for multi-ethnic Asian populations, which was completed in late 2019 with data on 10,000 healthy Singaporeans.

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Singapore Precision Medicine Program to Analyze Genetics of 150K Citizens - GenomeWeb

Genetic testing: Everything you need to know – The Indian Express

As per the Organization of Rare diseases in India (ORDI), 1 in 20 Indians is affected by a rare disorder. More than 7,000 rare diseases are known and reported worldwide; from these approximately 80 per cent are known to have a genetic predisposition. Some of these common rare diseases weve heard of are inherited cancers (eg. breast, ovarian, and colorectal etc.), hemoglobinopathies (hemophilia, thalassemia, and sickle cell anemia etc.), auto-immune deficiencies, and lysosomal storage disorders among others, says Dr Aparna Dhar, head of department: medical genetics and genetic counselling, CRE Diagnostics.

In the year 2020, the world has undergone massive changes. It has made us introspect and re-evaluate our lives. Weve started looking after our wellbeing by addressing issues associated with mental health and physical health. Weve consciously tried to bring about lifestyle changes that have been coupled with teaming up with healthcare/diagnostic providers to give us a more personalised approach. One key way of doing this is by understanding if they have a genetic pre-disposition to a hereditary disorder, she adds.

A global study conducted by the Mayo Clinic, USA stated that 1 in 10 people who underwent predictive genetic testing, learned that they had a hereditary risk for a health condition and could actually benefit from preventive care. While no genetic test can accurately predict the exact date and time a disease may present, it will definitely be able to tell if an individual is at a higher risk vs the general population risk.

However, Dr Dhar says that there is definitely a lack of awareness around these genetic disorders, misconception about genetic diseases and testing, taboo talking about a potential familial disorder, and cost challenges.

Below, she addresses some of these:

What is a genetic test?

Genetic testing is a type of medical test that identifies changes in chromosomes, genes, or proteins. The results of a genetic test can confirm or rule out a suspected genetic condition or help determine a persons chance of developing or passing on a genetic disorder. More than 1,000 genetic tests are currently in use, and more are being developed. Genetic tests are performed on a sample of blood, hair, skin, amniotic fluid (the fluid that surrounds a fetus during pregnancy), or other tissue.

For example, a procedure called a buccal smear uses a small brush or cotton swab to collect a sample of cells from the inside surface of the cheek. The sample is sent to a laboratory where technicians look for specific changes in chromosomes, DNA, or proteins, depending on the suspected disorder. The laboratory reports the test results in writing to a persons doctor or genetic counselor, or directly to the patient if requested.

How should one prepare for genetic testing?

Genetic testing can provide important, life-saving information. Interpreting the results is critical. It can be difficult for a medical doctor to understand the result if they dont have specialized training in genetics. Thats why genetic counselors exist. They are trained in both medical genetics and counseling and work closely with your doctor to provide both clinical and emotional advice. They are available to guide, to make sure if you are a good fit for the test and help interpret results. Whereas for some, they might have second thoughts and might not recommend genetic testing as it is not for everyone. While there is perceived stigma of resulting to some disease or bad gene still lies, a counselor will help you understand what the results mean for you and your family.

What useful information can genetic testing provide?

*Genetic testing can provide clarity on the results, guide therapy selection and monitoring, and allow disease risk profiling*Family health history tells you which diseases run in your family*Identify risks due to shared genes*Understand better what lifestyle and environmental factors you share with your family*Understand how healthy lifestyle choices can reduce your risk of developing a disease

The results of genetic tests are not always straightforward, which often makes them challenging to interpret and explain. Therefore, it is important for patients and their families to ask questions about the potential meaning of genetic test results both before and after the test is performed. When interpreting test results, healthcare professionals consider a persons medical history, family history, and the type of genetic test that was done.

A positive test result means that the laboratory found a change in a particular gene, chromosome, or protein of interest. Depending on the purpose of the test, this result may confirm a diagnosis, indicating that a person is a carrier of a particular genetic mutation, identify an increased risk of developing a disease (such as cancer) in the future or suggest a need for further testing. Because family members have some genetic material in common, a positive test result may also have implications for certain blood relatives of the person undergoing testing. It is important to note that a positive result of a predictive or pre-symptomatic genetic test usually cannot establish the exact risk of developing a disorder. Also, health professionals typically cannot use a positive test result to predict the course or severity of a condition.

A negative test result means that the laboratory did not find a change in the gene, chromosome, or protein under consideration. This result can indicate that a person is not affected by a particular disorder, is not a carrier of a specific genetic mutation, or does not have an increased risk of developing a certain disease. It is possible, however, that the test missed a disease-causing genetic alteration because many tests cannot detect all genetic changes that can cause a particular disorder. Further testing may be required to confirm a negative result.

In some cases, a test result might not give any useful information. This type of result is called uninformative, indeterminate, inconclusive, or ambiguous. Uninformative test results sometimes occur because everyone has common, natural variations in their DNA, called polymorphisms that do not affect health. If a genetic test finds a change in DNA that has not been associated with a disorder in other people, it can be difficult to tell whether it is a natural polymorphism or a disease-causing mutation. An uninformative result cannot confirm or rule out a specific diagnosis, and it cannot indicate whether a person has an increased risk of developing a disorder. In some cases, testing other affected and unaffected family members can help clarify this type of result.

Path to well-being

Genetic testing is not limited to only helping from a preventive and proactive perspective, but for those affected with disease; there is a shift to personalised medicine paradigm of disease modeling and targeted gene therapy which has yielded excellent results. In addition, the data from the Human Genome Project has helped us understand the stratification of genes as per their penetrance levels and in turn, help us give a personalised risk assessment to our patients.

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Genetic testing: Everything you need to know - The Indian Express

Medical schools need to prepare doctors for revolutionary advances in genetics – The Conversation CA

Human diversity did not appear to matter to modern medicine. At the time, the state of medical practice ignored the differences between individuals and between men and women.

This practice was reflected in how doctors were trained. They took courses in basic biology, biochemistry, anatomy and physiology. But genetics, the science of variation, was not a required course until recently.

Advances in genetics research have slowly transformed the practice of medicine. There has been a slow accumulation of a long list of diseases caused by variations in a single gene. Since the disease-causing variants generally occurred with some exception in low frequency, these diseases did not occupy the mainstream concern of the medical profession.

All this changed with the Human Genome Project (HGP). Completed in 2003, the sequencing of human genome pushed us into a new era of how genetic diseases would be defined, and how future health services would be delivered.

Medical schools need to do a lot better preparing future physicians and health professionals if the dreams of personalized medicine are to be realized.

Personalized medicine means treating patients based on the individual characteristics of their DNA. The information can be used either in direct intervention, as in cancer treatment, or in predictive medicine.

Different specializations would require varying levels of proficiency: for example, family physicians would need a sufficient background in genetics, while oncologists would need in-depth education.

The HGP made two big promises. First, it promised personalized predictive medicine based on an individuals genome sequences. Disease-causing mutations at different locations on a gene would be identified, and an overall personalized risk score would be calculated that would tell the individual his or her chances of developing that disease.

The second promise was to develop a better and faster cures for complex diseases such as cancer.

The letdown came when genomic studies showed that genes affecting complex diseases were potentially large in number and individually of small effect, and worse still, only a small number of all potential genes affecting a given disease could be identified.

Even more problematic, it turned out that all individuals sharing the same risk factor for a given disease did not develop the disease. This creates a problem for predictive medicine if scientists cannot link a disease to a gene with any certainty.

The uncovered genomic complexity of diseases was contrary to expectations of the Mendelian model, which did not account for genetic variations beyond one gene one disease.

This is where the work my collaborators and I carried out in our labs comes in. Our work in population genetics and evolutionary genomics relates to how these characteristics are calculated and combined into an overall score used in predictive medicine.

My lab specializes in the evolution of molecular complexity and its impact on precision medicine. We also study variation and evolution of sex and reproduction related genes and their role in the evolution of sexual dimorphism in complex diseases and mental disorders. We reviewed three decades of relevant work in genetics, genomics and molecular evolution and drew the following conclusions.

First, we showed that because of the blind nature of evolutionary forces and the role of chance in evolution in humans, many combinations of genes can lead to the same disease. This implies the existence of a considerable amount of redundancy in the molecular machinery of the organism.

Second, we showed that genes do not work alone: gene-gene and gene-environment interactions are a major part of any organisms functional biology. This would explain, for example, why some women with breast cancer genes develop breast or ovarian cancer and some do not.

Third, we showed that since males fight for mates and early reproduction, this would lead to an evolution of male-benefitting mutations even at the cost of them being harmful later, making males vulnerable to diseases in their old age. Male-benefitting mutations harmful to females would trigger a female-driven response leading to the evolution of increased female immunity, and possibly evolution of higher thresholds for complex diseases and mental disorders.

This would explain why many diseases such as autism are more common in boys than girls. In addition, some differences in disease prevalence, such as depression in women, is theorized to be the result of interaction between hormone fluctuation and social stress factors.

If you have sought medical attention, its likely that your doctor may have asked you about your parents and your siblings. Your physician is interested in knowing if there are any health conditions, such as cardiovascular disease, diabetes or high blood pressure that run in the family and that might affect your health.

Future physicians will need to know a lot more than their patients family history.

The number of situations that involve relevant genetic contributions will continue to increase with advances in molecular insights and precision medication. The medical research establishment is becoming increasingly aware of the importance of individual genetic differences and of sex and gender when assessing diseases and health-care proposals. Health professionals must have sufficient expertise in diversity, genomics and gene-environment (gene-drug) interaction.

Future physicians will be part of health networks involving medical lab technicians, data analysts, disease specialists and the patients and their family members. The physician would need to be knowledgeable about the basic principles of genetics, genomics and evolution to be able to take part in the chain of communication, information sharing and decision-making process.

This would require a more in-depth knowledge of genomics than generally provided in basic genetics courses.

Much has changed in genetics since the discovery of DNA, but much less has changed how genetics and evolution are taught in medical schools.

In 2013-14 a survey of course curriculums in American and Canadian medical schools showed that while most medical schools taught genetics, most respondents felt the amount of time spent was insufficient preparation for clinical practice as it did not provide them with sufficient knowledge base. The survey showed that only 15 per cent of schools covered evolutionary genetics in their programs.

A simple viable solution may require that all medical applicants entering medical schools have completed rigorous courses in genetics and genomics.

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Medical schools need to prepare doctors for revolutionary advances in genetics - The Conversation CA

In memoriam: Louis Siminovitch, the father of genetic research in Canada – News@UofT

The University of Toronto community is remembering University ProfessorLouis Siminovitch,a scientific visionary who was the first chair of what is today the department ofmolecular geneticsin the Temerty Faculty of Medicine.

Siminovitch, who was alsothe founding director of theLunenfeld-Tanenbaum Research Institute(LTRI) at Sinai Health, died this week nearly one year after celebrating his 100th birthday, which took place as COVID-19 forced the world to physically distance and scientists stepped up to confront the challenge of a lethal new virus.

Many former colleagues ofLou, as he was affectionately known, used the occasion tohighlight his many contributions,and U of T established acatalyst trainee awardin his name.

Lou had a transformative impact on biomedical research in Canada and around the globe, saidLeah Cowen, associate vice-president, research and former chair of molecular genetics at U of T.

He was relentless in his pursuit of research excellence, with an inspiring commitment to mentoring generations of scientists and leading scientific communities.

As a molecular biologist and pioneer in human genetics, Siminovitch made important contributions in the fields of bacterial and animal virus genetics, human genetics and cancer research, publishing more than 200 papers.

His work helped uncover the genetic bases of muscular dystrophy and cystic fibrosis, and it laid the groundwork for genetic connections to cancer.The better the science, the better the patient care, Siminovitch used to say.

Siminovitch contributed to the Nobel Prize-winning work in molecular genetics ofJacques MonodandAndre Lwoffduring his years at the Pasteur Institute in Paris. He was aninducteein the Canadian Medical Hall of Fame, and a Companion of the Order of Canada.

Daniel Druckerrecalled that when he returned from a postdoctoral position at Harvard University in the 1980s to set up a lab in Toronto as a principal investigator, a colleague suggested he speak to Siminovitch.

Lou didnt know me but he was very generous of his timeand he gave me valuable advice on grants and direction in research that continued for many years, said Drucker, a professor in the department ofmedicineat the Temerty Faculty of Medicine and a senior investigator at LTRI.

He was a strong, opinionated personality, and not everyone was thankful when, unsolicited, he told them what to do and when. But he was a huge force in building the modern molecular biology research ecosystem in Toronto, Canada and the world.

Siminovitch was renowned as a mentor and researcher, but also as a scientific builder. He played key roles in establishing and developing several top research environments in Canada, including the Ontario Cancer Institute at Princess Margaret Hospital and The Hospital for Sick Children Research Institute.

At age 65, when others might have contemplated retirement, Siminovitch was at the top of his game. Mount Sinai recruited him to build an academic research instituteand, as inaugural director, he attracted 25 of the globes most eminent scientists to the team. Thanks to his foundational efforts, LTRI is today the top-ranked biomedical research institute in Canada.

Canadian biomedical research owes a huge debt to Lou, saidJim Woodgett, a professor ofmedical biophysicsat the Temerty Faculty of Medicine and former Koffler director of research at LTRI. He instilled the importance of mentorship, of quality, and of balance and inspired us all to fulfill our potential. His impact will live on in the many scientists and leaders he inspired.

A giant of science, Siminovitch was also a well-rounded individual with wide-ranging interests in the arts and a deep commitment to family. The Elinore and Lou Siminovitch Prize in Theatre bears his name and that of his late wife, a highly respected playwright.

Even in his final years, Siminovitch could still be found regularly at LTRI often in the office of his daughter,Katherine Siminovitch, professor of medicine andimmunologyat the Temerty Faculty of Medicine and senior investigator at LTRI.

Lous leadership to the scientific and academic community changed so many careers, saidGary Newton, president and CEO of Sinai Health. His work shaped Canadian medicine in a very profound way and his impact can be seen every day in the halls and labs of Mount Sinai Hospital.

Mount Sinai Hospital will mark its 100th anniversary in 2023, and the hospitals foundation is honouring Siminovitchs achievements through aSinai 100 Chairin his name.

At U of T, theDr. Lou Siminovitch Catalyst Trainee Awardwill be awarded annually to early career faculty members to support the work of students they supervise.

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In memoriam: Louis Siminovitch, the father of genetic research in Canada - News@UofT

Bacterial-induced pH shifts link individual cell physiology to macroscale collective behavior – pnas.org

Bacterial-induced pH shifts link individual cell physiology to macroscale collective behavior

Veeramuthu Dharanishanthi, Amit Orgad, Neta Rotem, Efrat Hagai, Jeny Kerstnus-Banchik, Julius Ben-Ari, Tim Harig, Srinivasa Rao Ravella, Stefan Schulz, Yael Helman

Proceedings of the National Academy of Sciences Apr 2021, 118 (14) e2014346118; DOI: 10.1073/pnas.2014346118

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Bacterial-induced pH shifts link individual cell physiology to macroscale collective behavior - pnas.org

The Psychology and Physiology of Brand Loyalty; an emerging perspective – ETBrandEquity.com

The Psychology and Physiology of Brand Loyalty; an emerging perspective.By S Ramesh Kumar

Brand loyalty is the ultimate dream of marketers. Is brand switching, a habit of consumers? The challenge for brand managers today is not just to create loyalty but to also sustain loyalty in a digital world that is replete with a variety of consumer dialog, mind shattering discounts and constant chatter on social media. Towards an understanding of brand loyalty in todays context, it is essential to understand the physiology based psychological process, that is associated with brand loyalty.

Various approaches to brand loyalty

Also Read: Priya Jayaraman steps down as CEO of Saatchi & Saatchi Propagate

It is the Physiology and Psychology that makes or breaks Brand loyalty

Research often quoted on neuromarketing, explains how brain scans that involved Coke and Pepsi, with pre-frontal cortex associated with pleasure, self and decision making (unknown to the consumer) may play a significant role in the loyalty of millions who adore Coke. Dopamine, an enzyme associated with pleasure, also influences our sensory pleasure. And these mechanisms, may act, even without a consumer being conscious about it, during sensual consumption of brands!

Automaticity (explained in consumer behavior literature) that drives context based habitual behavior may be effective as it has a physiological origin. While the mind and the habit adapt, to familiarity (due the built-in mechanism of automaticity) the mind is also attracted to new behaviors and novel sensory inputs in a specific context. This is reason why brand loyalty is difficult to sustain. Neale Martin in his book Habit and Norman in his book Emotional Design provide insightful information to understand the interaction of psychology and physiology in terms of creating brand loyalty. Norman speaks of three layers of interaction with the incoming information/sensory inputs- visceral state, reflexive state and reflective state. The visceral state is almost involuntary and fast with no processing, the reflexive state is the habitual state of recalling the learning and the reflective state is the conscious state of thinking but the one that does not directly influence behavior.

Also Read: BE Exclusive: Vivo makes a new celeb call

Duke researchers report that 45% of the time, we do the same thing at the same time thinking about something else! The cerebellum, an important part associated with the mind is associated with habits. The reflective state may influence the mind of a married lady to use the detergent brand used by her mother for several years due to the nostalgia involved. Of course as the environment changes over time , new lifestyles/technology set in and consumers may adapt new behaviors (iPod sold millions of downloads of songs displacing CDs and other musical delivery systems).

Implications to Marketers

Is price the basic weapon to break the loyalty the success of online retailers like Amazon and Flipkart with its Big Billion Days or private labels offered in modern retail outlets may provide an impression that the price may make consumers think about breaking loyalty. The target segment matters, as thrifty consumers may form a significant proportion in most categories. Also all brands do not have the business model of large online retailers who may always have a strong acquisition base. And it may become worthwhile for online shops to specialize in special needs of consumers (there are several, for traditional delicacies) . Private label apparel online shops may open up specialized personalization.

Does consistent feel of the brand (includes the brand proposition too) promote automaticity?Lifebuoy, Santoor, Lux and Surf with consistent brand propositions have been able to sustain themselves for a long period of time. Apple (ipod, ipad and iPhone) with its user friendly interface (besides the symbolic appeal) has been able to sustain its success. It is interesting to note that Blackberry that popularized the mail on the move had not posed a challenge to several other follower brands. This does not mean that brand extension by itself would be sufficient to garner loyalty but a consistent feel of the brand is important. Brand revitalization and reinforcement that is required in a changing environment is important in striking a balance between adapting to the environment and projecting the consistent feel.

Wherever appropriate making the brand a part of the context can nurture loyalty (Red Bull became a part of the partying context and history was created).

Emerging interdisciplinary fields are likely to synergize with the historical knowledge on consumer behavior: that must herald new vistas, in the world of branding.

The author is a professor of marketing at IIM-Bangalore. Views expressed are personal.

Watch BE+ | Way forward mantras for post COVID world | Leading marketing leaders like Deepa Krishnan, Anurita Chopra, Samir Singh to Santosh Iyer, across sectors in the special video series

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The Psychology and Physiology of Brand Loyalty; an emerging perspective - ETBrandEquity.com