What is considered to be the "період напіврозпаду" of a steroid?
This can result in a wasted money and adverse health outcomes.Купити юридичні стероїди онлайн тут.
Також, there is considerable variation in reported half lives of anabolic steroids between different bodybuilding websites.
Зазвичай, injectable steroids have a much longer half-life than oral steroids, so we've broken the two up into two different charts.
An alternative route would be through gels, трансдермальні патчі, або креми, which are applied topically.
Що сказав, the use of anabolic steroids with the intent of performance and physique improvement is usually accomplished through either injection or oral administration.
Oral anabolic steroid half-lives typically vary between 4 годин, щоб 2 днів, based on what anabolic steroid was taken.
Зазвичай, injectable steroid half-lives are lengthier than the half-lives of oral anabolic steroids. This is due to the nature of water and oil-based injections, which are developed to form a deposit in the muscle tissue they are inserted into.
Однак, there is an extra property of many injectables that prolongs the steroid's half-lives further: esterification.
The exceptions to this are Stanozolol (Вінстрол) and Testosterone Suspension, which are injectable anabolic steroids that aren't esterified.
Half-lives of injectable anabolic steroids can vary between 1 щоб 15 days based on the type of anabolic steroid taken, if it's esterified, and what type of ester is binding it.
Upon injection of an anabolic steroid, it is released into the bloodstream from the injection site at a moderate pace. Потім, the body's esterase enzymes will separate the anabolic steroid from its ester once in the bloodstream.
Однак, after the anabolic steroid hormone is released from the ester, what remains is an active and pure anabolic steroid that is ready to perform in the body.
Наприклад, un-estered and pure Testosterone displays a half-life of about 4 щоб 24 годин, while Testosterone Propionate displays a half-life of 4.5 днів. Testosterone Enanthate displays an even lengthier half-life of 7 щоб 10 days in the body.
Esterification properly prolongs the half-life of anabolic steroids to durations that would warrant much less injection frequency, і як такої, offer more comfortable injection schedules.
What causes steroid levels to deplete in the body over time? The three metabolic processes: поглинання, деградація, та ліквідації.
Confusion often surrounds these terms, as they sound like they might be synonymous. Однак, they are not.
Замість цього, the active life is how long the steroid produces the desired effect for the user, because there is still enough of the substance remaining in the system.
Термін "active half-life" is often used in these cases, and while this may incorrectly conflate two different terms, it can also serve as helpful shorthand.
The concept of a half-life is important to the comprehension of all substances, наркотики, and foods consumed.
This is applicable to just about every science discipline: biology, physics, chemistry, і багато іншого. There are numerous descriptions of what a half-life entails, Але; they only vary moderately.
The basic idea of a half-life – with regards to pharmacology and biology – is the duration necessary for a drug, речовина, or food to be lowered to half of the initial administered dose once taken.
Наприклад, if 100mg of Testosterone Propionate is injected into someone, and it comes with a half-life of 4.5 днів, then in 4.5 днів, just 50mg of the compound will be left over in the individual's body.
Наприклад, several oral anabolic steroids display a half-life of 4 годин, while others will display a half-life of 24 годин. This is due to several anabolic steroids being substantially more immune to metabolism in the liver (and other areas).
Загальний, Хоча, any medication, харчування, Анаболічні стероїди, element, and chemical at some point is metabolized and removed from the body – no drug or anabolic steroid will remain active in the body forever.
Метандростенолон (Діанабол), Наприклад, displays a half-life of about 4 щоб 6 годин, which may need numerous daily administrations to maintain stable blood levels of the hormone. The same can't be said for Stanozolol (Вінстрол), which comes with a 9-hour half-life in the body.
Testosterone Enanthate displays a half-life of 7 щоб 10 днів, and acute reductions in blood plasma levels start to happen several days prior to the half-life period's end.
Наприклад, if a person is to take 500mg weekly of 500mg of Testosterone Enanthate via a couple of weekly injections, they would normally take 250mg for each injection.
Someone taking 50mg of Dianabol daily will often take their doses once every 2 щоб 4 годин.
For many steroids, eight weeks is usually a good minimum amount of time for the on-cycle, з 12 weeks being a good maximum on-cycle time – but obviously this will depend on the steroid.
The off-cycle should usually be the same amount of time as the on-cycle. On-cycle, Звичайно, is the term for when you are using a steroid on a regular basis, and off-cycle is when you are off the steroid.
Detection time differs greatly from the steroids half-life, Звичайно. Knowing both are important for anyone considering taking them.
Наприклад, although there is only a 7 to 10-day half-life of Testosterone Enanthate, some people may metabolize the compound within five days, while others may metabolize it within 12.
Фортунато RS та ін . [Зловживання Анаболічні стероїди та її впливу на функції щитовидної залози]. Бюстгальтери Arq Endocrinol Metabol. 2007 ОВК;51(9):1417-24. Огляд. португальська.
S Strano Россі та ін . Аналітичні методи в андрогенів Анаболічні стероїди (ОСС) аналіз для antidoping і судово-медичних цілях. Міні Rev Med Chem. 2011 Травень;11(5):451-8. Огляд.
Bahrke MS та ін . Поведінкові і психологічні наслідки ендогенного тестостерону і Анаболічні андрогенні стероїди серед чоловіків. Огляд. Спортивні Med. 1990 Листопад;10(5):303-37. Огляд.
Yesalis н. Е. та ін . [Анаболічних стероїдів у спортсменів]. Wien Med Wochenschr. 1992;142(14):298-308. Огляд. німецька.
Massà © R та ін . Дослідження з Анаболічні стероїди. Я. Інтегрований методологічні підходи до газових Хроматографічне маси спектрометричним аналіз метаболітів Анаболічні стероїди, в сечі. J-Chromatogr. 1989 Квітень 7;489(1):23-50. Огляд.
Хіксон RC та ін . Несприятливі наслідки Анаболічні стероїди. Мед Toxicol несприятливих наркотиків Exp. 1989 Липень серпень;4(4):254-71. Огляд.
Bahrke MS та ін . Поведінкові і психологічні наслідки ендогенного тестостерону і Анаболічні андрогенні стероїди. Оновлення. Спортивні Med. 1996 ОВК;22(6):367-90. Огляд.
де ла Торре Abril L та ін . [Управління чоловічого безпліддя у пацієнтів, що приймають Анаболічні стероїди]. По дузі Esp Urol. 2005 Квітень;58(3):241-4. іспанська.
Д-р Moraes та ін . ["Ні" для складених молодих культуристів, "Так" для manthers: біомедичної дискурсу про анаболічних стероїдів і здоров'я]. CAD пересувних Publica. 2015 Черв;31(6):1131-40. DOI: 10.1590/0102-311X00068914. EPUB 2015 Черв 1. Огляд. португальська.
Мельник B та ін . Зловживання Анаболічні андрогенні стероїди та бодібілдингу акне: недооцінювати здоров'я проблеми. J Dtsch Dermatol ГЕС. 2007 Лютий;5(2):110-7. Огляд. англійська, німецька.
Наварро VJ та ін . Печінка травми від трав'яні та Дієтичні добавки. Гепатологія. 2017 Ян;65(1):363-373. DOI: 10.1002/hep.28813. EPUB 2016 Листопад 17. Огляд.
Баранина д-р. Анаболічних стероїдів у спорті: наскільки добре вони працюють і як небезпечно вони? AM спорту J Med. 1984 Січень Лютий;12(1):31-8. Огляд.


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Instructional Seminar on Logical Aspects of Multi-Agent Systems
# You can also click the upper-left icon to select videos from the playlist.
source: matsciencechannel 2015年2月1日
Epistemic logics for multi-agent systems by Hans van Ditmarsch 1:31:39
Epistemic logic models knowledge and belief in multi-agent systems. How to model change of knowledge has been investigated since the 1980s. Following the influential Interpreted Systems approach as presented in the textbook 'Reasoning about Knowledge' by Fagin et al. (1995), a strand of modal logic with epistemic modal operators for knowledge and dynamic modal operators for knowledge change has developed during the 1990s, based on initial contributions by Plaza (1989) and van Benthem (1987/1989). The action model approach proposed by Baltag, Moss, Solecki (1998) has been the most influential. The textbook 'Dynamic Epistemic Logic' (van Ditmarsch et al, 2007) gives an overview of these developments. The area has continued to develop strongly, for example also incorporating factual change, belief revision, and propositional quantification. In these two tutorial sessions I will give the basics of Dynamic Epistemic Logic, focussing on the semantics and on applications. The topics treated are: logic of knowledge, public announcements, action models, belief revision, factual change, the relation to temporal modal logic (paving the way for the next lecturer), and quantifying over information change.
Deontic logics for multi-agent systems by Olivier Roy 1:34:19
Approximate reasoning in multi-agent systems by Aquil Khan 55:56
Game theory and dynamics of networks by Sunil Simon 1:34:50
Epistemic logics for multi-agent systems by Hans van Ditmarsch (Part 02) 1:18:25
Deontic logics for multi-agent systems by Olivier Roy (Part 02) 1:33:28
Game logics by Sujata Gosh 1:03:18
Game theory and dynamics of networks by Sunil Simon (Part 2) 1:05:17
Planning in multi-agent systems by Rajdeep Niyogi 1:26:31
Planning with epistemic goals by Yanjing Wang 1:33:26
Questions for multi-agent logics by Ramanujam 1:02:32

redpajama_set_name: RedPajamaCommonCrawl


Something deep and critical for me here now. Probably more going on in my life now than ever before. Big risk of slipping into panic or anxiety. Big opportunity for fulfilment and meaning. Clear that the answer for me is to slow down inside. To declutter inside, to find again that centre of inner stillness that is always with me, always. To look at the world with quiet eyes. Brushing my teeth slowed down, so imperfect and yet still important, still helpful. Let's see how I do with this day.


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WelcomeIntroductionMichael Fisher--RetrospectiveSafetyMichael_communityTimelineMessages to MichaelPresidencyVideo TributesMaking RoundsMilestones
Fisher Transformed Expectations Related to Patient and Employee Safety
It's not enough to simply adhere to safety standards. All of us are called to 200-percent accountability to ensure there is zero harm to the kids we care for and to our staff.
Anyone who works with Michael Fisher knows that, while he sets the bar high, he doesn't expect anything of his staff that he doesn't expect of himself. That work ethic was modeled for him by his father, Mel, who used to say, "If you want the troops to march double time, you have to march double time."
That philosophy holds especially true when it comes to safety.
Steve Muething, MD, chief quality officer for Cincinnati Children's, has been at Fisher's side throughout his tenure as president and CEO, and he can attest to the level of passion and commitment Fisher has consistently demonstrated in his leadership regarding safety.
"Michael Fisher exemplifies what a hospital CEO should do—he owns safety," says Muething. "He set the expectation for himself that the organization he leads is constantly striving for zero—zero harm for kids, zero harm for staff—and he has stuck with that in such a meaningful way."
As safety officer for 10 years, Muething had the unenviable job of notifying the CEO when something bad happens.
"It's never a conversation you want to have," he explains. "But Michael's first reaction every time has been, 'How is the patient? How is the family? How are the staff who were taking care of the child?'
"The same is true when a staff member is hurt. He asks, 'How are they doing? Are they getting the help they need? How is the rest of the team? What can I do?'
"Michael's commitment to safety is as strong today as it was when he started. He's never wavered, never faltered. I've had the opportunity to watch a lot of CEOs during their tenure, and maintaining that focus is hard because there are so many other demands and pressures. But Michael has persisted."
Making Quality and Safety a Priority
Michael Fisher has been all about patient and employee safety since he became president and CEO. Here, he presents certificates to a graduate of I2S2, a course that teaches participants about improvement science and how to implement small tests of change to systems and processes in their areas.
Changing Pediatric Practice
In addition to his CEO role, Fisher has chaired Solutions for Patient Safety (SPS) since it was officially formed. This collaborative started out as a group of eight children's hospitals in Ohio working together to share safety data and learn from each other. Fisher's predecessor, Jim Anderson, was instrumental in organizing that effort. But under Fisher's leadership, the network became its own nonprofit organization and expanded to 145+ children's hospitals across the US and Canada.
At the time SPS was established, it was completely normal for hospitals to keep any information about patient harm to themselves for fear of damaging their reputation or getting in trouble, says Muething.
"As chair, Michael set a new standard that SPS member hospitals would not compete on safety. That mantra has changed pediatrics fundamentally, and we will never go back."
Now, Muething says, hospitals are expected to share harmful events, as well as what they have done to mitigate them. "Under Michael's leadership, frontline staff on up to CEOs and senior leaders are learning from each other and holding each other accountable to be transparent. It's even spread to the hospital boards. None of this existed before Michael."
Fisher has also differentiated himself from other healthcare leaders by promoting employee safety with the same rigor as patient safety. He introduced the idea of "SaferTogether," which promotes mutual accountability among staff whenever there are safety concerns. The expectation is that every employee is responsible for speaking up when they see an unsafe situation and responding graciously when concerns are raised.
"Michael was one of the first hospital CEOs to embrace staff safety, and he encouraged the SPS hospitals to take that on as a goal, as well," says Muething. "It seems so natural to talk about it now, but it was not the norm before Michael took it on."
Several years ago, Fisher and his wife created the Michael and Suzette Fisher Family Chair for Safety. Muething, who is the first chair recipient, says he is forever grateful to them.
"Most people at Cincinnati Children's have no idea about the extensive work Michael has done relative to safety because he's so humble about it and he gives credit to everybody else. But I know it, and I deeply appreciate it. The fact that he and his family endowed a chair dedicated to safety—over and above his work as CEO—speaks volumes about his commitment. His legacy in this arena is true and lasting, and he has my utmost admiration and respect."
Better Together: Neighbors Helping Neighbors


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For the sin of watching the Steelers on Yom Kippur
We Jews might be a minority in the country, particularly in the world of sports, but when we complain loudly enough, we can get things done.
Well, at least when it has something to do with the scheduling of major sporting events in areas with really large Jewish populations.
Over the next couple of weekends, countless Jewish sports fans will be making some big sacrifices. Forget about wondering if players will play on Rosh Hashana or Yom Kippur. What about the fans: Will they or won't they?
Watch, that is. When sundown hits on Friday, Sept. 18, Rosh Hashana begins. Here in Pittsburgh, that could mean missing out on the Pitt-Navy game at Heinz Field on Saturday, Sept. 19, the Steelers game on Sept. 20 in Chicago, or a weekend of Pirates action at PNC Park against the Padres. OK, so maybe the Buccos aren't likely to cause any ethical dilemmas for Jews.
The following week, of course, is Yom Kippur, starting at sundown on Sunday, Sept. 27. The Steelers play in Cincinnati at 4:15 p.m. The Monday Night Football game is the Panthers at the Cowboys. Now, that doesn't have the same local pull, but it's safe to assume that most Steeler fans still enjoy watching the Cowboys lose, right?
Anyway, back to the scheduling conflicts. The good news, at least, is that the Steelers aren't in town either week, so season ticket holders won't have to make a really tough decision. That being said, turning off the television early for Kol Nidre instead of watching the Steelers beat up on the Bungles won't be easy for many.
Maybe there's still time to do something about that. It worked in New York, after all. When the NFL season was first constructed, the Giants asked to be on the road for these two weekends largely because of the large number of Jewish season ticketholders. The league went along with the request. The Jets had put in the same request, but it was never received, so they are at home both weeks. It was too late to make a venue switch, but after the owner sent a letter to the commissioner, the start time was moved from 4:15 to 1 p.m. so that fans could get home from the game by sundown and the start of Yom Kippur. There's nothing better for getting ready to repent than watching the Jets play.
The letter was sent, of course, because the Jets office switchboard was lit up with calls from upset Jewish fans.
The NFL wasn't the only one to hear from us. Over in Major League Baseball, the Yankees and the Red Sox are set to meet for the last time in the regular season on Sept. 27. The way it looks now, the game won't have a bearing on the American League East standings, but the Red Sox are leading the Wild Card race. Besides, the Yankees-Red Sox rivalry is always huge, no matter what the stakes. The game, to be held in the new Yankee Stadium, originally was scheduled for 1 p.m.
But ESPN, seeing the ratings possibility for it, wanted it moved to 8 p.m. for its Sunday Night Baseball broadcast, something it is contractually allowed to do. (Evidently, the television industry isn't run by Jews.) Needless to say, Major League Baseball, ESPN, the Yankees, the Red Sox, you name it, heard complaints. The commissioner, Bud Selig (yes, a Jew), even said he heard from his rabbi on the matter. To make a long story short, the game is back to 1 p.m. and ESPN will televise it anyway.
A big catalyst in getting this done was a New York congressman, Anthony Weiner. And that brings me back to my point: Perhaps it's not too late to do something about that 4:15 p.m. start for the Steelers-Bengals game on Sept. 27. Call your representatives now and call often. Ask them to contact the NFL and Commissioner Roger Goddell. He seems receptive, based on what happened with the Jets. We may not have the sheer numbers as the New York metropolitan area, but I bet we can be just as loud.
May we all be inscribed in the book of life. And may we all be able to watch the sporting events we want to, when we want to.
(Jonathan Mayo, The Chronicle's sports columnist and a staff writer for MLB.com, can be reached at jonathanm@thejewishchronicle.net.)


Who are North East Dance Co-operative ?
North East Dance Collective (NEDC) are passionate about collaboration and sharing their time to provide dance training and opportunities.
Created in 2015, members who are involved in the classes or workshops work together. They get to chose the dance genre, content and the style of delivery.
NEDC also offer voluntary opportunities to develop skills in arts admin- whether this is to help their arts career or add to a CV- they support local dancers and teachers. They act as an extra top up training for dancers and teachers.
They have worked with the Scottish Ballet, The Kala Chethena Kathakali Company, Russian State Ballet and Ballet Cymru.
She also said that NEDC are happy to welcome professional dancers, artist directors etc into their network. They are not just simply for dance students and teachers, they want to welcome everybody to their dance community.
All prospective members need do to join is register their interest by contacting NEDC via the Facebook Page, providing a contact email address and their full name.
Membership is free, and open to all in the local dance community.


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People in the Sports Business
Lindsey Vonn, Felix Neureuther, Aksel Lund Svindal: How Ski Idols Get Children into Sports
Lars Becker
NEWSThe FreerideTestival Will Take Place Again in 2022
ProductsThese Are the Most Popular Freeride Skis 2021/22
MarketsEverything about the 2021/22 biathlon season: World Cup calendar, Olympics and more
All about Winter sports
Winter sports I 02/03/2020
Sports Instead of Smartphone
At the ISPO Munich 2020, ski idols Lindsey Vonn, Felix Neureuther and Aksel Lund Svindal will be telling how they inspire children to do sports.
Felix Neureuther, Lindsey Vonn and Aksel Lund Svindal advocate more sports for children.
Image credit: Messe München GmbH
At the first appearance of ski world star Lindsey Vonn at the ISPO Munich, an image video about her unique career flickered across the screens again and again.
"If you work harder, you can achieve anything. I always wanted to be more than just a skier, I wanted to be an inspiration," the deep voice of the US-American sounded through the hall. There were pictures of their glorious victories, but also of their terrible falls - and in the audience, many children's eyes were fascinated by the scenes.
Lindsey Vonn Paves the Way for the Next Generation
Vonn has long since succeeded in becoming an inspiration for the next generation of young athletes. In her youth, the US skier Picabo Street was her role model, and in her heyday she looked up to her skiing colleague Aksel Lund Svindal or tennis star Roger Federer.
How to benefit from the ISPO network
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Now the most successful female skier in history is especially trying to support the way of young girls into sports with sponsorships and camps with her Lindsey Von Foundation. Vonn has raised over $300,000 and helped 100 children. "I've been skiing since I was two and a half years old. Sport teaches that you can fall, but you always have to get up again," says Vonn.
Neureuther Inspires Kids for the Sport
But also that sport is essential for healthy development in times of excessive smartphone use in all age groups. "Research shows that 80 percent of teenagers move less than an hour a day. Dear children, it does not matter what level you reach on the smartphone. The playground and nature are much more exciting. Exercise and sport bring real adventure," said Neureuther during his visit at the ISPO Munich.
The 13-time World Cup winner and double World Cup medalist is doing extremely much to use his popularity to generate enthusiasm for the sport among kids. Also because he feels a special responsibility as a father.
Beweg Dich Schlau
For ten years Neureuther has been ambassador for the project "Sport im Hort", since 2012 there are the ski camps of the "Felix Neureuther Ski Academy" and since 2014 he is ambassador for "fit4future" and the project "Beweg Dich Schlau".
At the moment there are 3 funny exercises for small and big children every morning on the radio station Bayern. "For example, when brushing your teeth, you can sometimes use your left hand instead of your right and stand on one leg. It has been shown that sports lead to the formation of new synapses in the brain," said Neureuther.
The Best Pictures of ISPO Munich 2020
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Svindal Brings Children to the Snow
Felix himself once felt how important prominent role models are for motivating people to engage in sports. Because his parents Rosi Mittermaier and Christian Neureuther never advertised their skiing successes, the Italian slalom giant Alberto Tomba was his great role model. For Neureuthers Norwegian Ski-Colleague Aksel Lund Svindal, his fellow countrymen Kjetil Andre Aamodt and Lasse Kjus were the inspiration at the start of his great career.
After his resignation, the two-time Olympic and overall World Cup champion now wants to give something back to the next generation. This year, his afternoon project will be launched at two schools in the Oslo area, which is especially aimed at children of migrants. "In addition to clothing and skis, you will receive a healthy meal and help with homework. Sports can also help with integration," said Svindal at the ISPO Munich.
Sustainability as an Important Topic for the Future
His compatriot Lasse Kjus, who was once inspired by the great Swede Ingemar Stenmark and who has built up a well-known ski brand, appeals to parents to pass on their love of nature to their children: "We often forget that it doesn't always have to be the most expensive ski resort, there are also small, cheaper ski areas".
Aksel Lund Svindal also believes that the issue of sustainability is shaping the future of winter sports: "Ski lifts should increasingly be operated with sustainably generated electricity. And we should get as many people as possible skiing and outdoors - with the love for outdoor life comes the emotional responsibility for the future of the planet."
Neureuther: Offering a Credible Product
Felix Neureuther also warns that the International Ski Federation FIS must also be aware of its responsibility in times of climate change.
"To get young people interested in skiing, you have to offer a credible product. So why do you have to train on the glacier in July? We must be careful with our resources and protect the glaciers," says Neureuther. So that children can continue to be encouraged to do sports by big ski stars in the future.
50 Years of Tomorrow: All Info
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Tag Archives: novella
Guest promotion–Waiting for a Miracle by Jennifer Wilck
Benjamin Cohen, widowed father of six-year-old Jessie, is doing his best to hold it together through order and routine. The last thing he needs is his matchmaker mother to set him up with her next door neighbor, no matter how attractive she is.
Rachel Schaecter's dream of becoming a foster mother is right within her grasp, until her meddlesome neighbor tries to set her up with her handsome son. What's worse? He's the father of her favorite kindergarten student! She can't afford to let anything come between her and her dream, no matter how gorgeous he may be.
Can these two determined people trust in the miracle of Hanukkah to let love and light into their lives?
Six-year-old bodies were good at many things— bouncing, hugging, and racing. Rachel was thankful they were also good at hiding her surprise. Never in her wildest dreams did she imagine her favorite student, and her student's father, would be at her neighbor's house the same night she was invited to celebrate Hanukkah.
She met the hard gaze of Jessie's father across the room. Eyes narrowed as if he suspected her reasons for being here. His broad shoulders were stiff. His jean-clad muscular legs were spread apart in a solid stance. Square hands fisted at his sides, and one of them held a menorah. Did he plan to throw it or club someone with it?
Giving Jessie a last pat, she rose. With an arm around Jessie, she extended her other hand to her father. "Happy Hanukkah."
"Ms. Schaecter."
"Mr. Cohen."
"Oh, please," Harriet said, "Such formality between you two. Rachel, this is my son Benny. I mean Benjamin."
Benny. Rachel filed the information away for later, along with his flushed skin at the nickname. Interesting.
"And Benjamin, this is my neighbor, Rachel. We're not at a school event. You can call each other by your first names." Harriet pointed at Jessie, who gripped Rachel's hand so hard, Rachel's fingers lost their circulation. "Except for you," Harriet added. "You have to call her Ms. Schaecter."
Jessie giggled. "Yes, Grandma."
Jennifer Wilck is an award-winning contemporary romance author for readers who are passionate about love, laughter, and happily ever after. Known for writing both Jewish and non-Jewish romances, her books feature damaged heroes, sassy and independent heroines, witty banter and hot chemistry. Jennifer's ability to transport the reader into the scene, create characters the reader will fall in love with, and evoke a roller coaster of emotions will hook you from the first page.
Website: https://www.jenniferwilck.com
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ChanukahHanukkahnovellasingle dadThe Wild Rose Press
Guest Release Promotion–Soul of the Storm by Jean M. Grant
March 22, 2019 admin 1 Comment
Charlotte lost the thrill of conquering mountains five years ago when her sister disappeared on a hiking adventure without her. Charlotte heads for a vacation to Vermont but she's still plagued with guilt and questions. Matiu is an outdoorsman and works multiple jobs to save for his dream of owning an outfitter in New Zealand. He's restless and yearns for his Maori roots. Matiu and Charlotte form a bond through their shared love of the outdoors. But can Charlotte surmount her demons to assist Matiu on a mountain rescue when a late-season snowstorm hits? Can love help her heal?
Buy links for SOUL OF THE STORM:
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Pre-order for my April 17th release, WILL RISE FROM ASHES:
She went to feel her ring on her finger with her thumb…but the ring wasn't there. That old habit would not die even years later.
A dog bark intruded. The man crossed to the back door. "Reka, sweet girl, take your nap. Only a few hours here and then home, okay?" He spoke to her like a father to a toddler. The dog barked again. "A swim and walk this morning weren't enough for you?"
He approached the dog, petted it, and whispered affections.
Charlotte made a soundless "Aww" and kept perusing.
The man returned, nearer. Residual sweat traced his brow. He pointed to a selection of books in the middle. "These are the best. Depends on what you're looking for. Honest reviews or glorified fantasies?"
"Honest reviews, always."
He stroked a hand through his neck-length black hair, the longer top layer falling over his forehead. He squatted and withdrew a few books from the lower shelf. "You could go with the popular or famous names, sure, but I like these authors." He handed her one.
A book on South America sat in her hands. She muttered, "Thanks. Don't need that one."
"Oh, already been there, eh? All good, all good." He took it and shoved it back on the shelf. "Where do your dreams lie then?"
She swallowed. No, I wasn't there in that way. I was supposed to have been there. Five years ago. Instead she said, "Well, Vermont for now."
"You're in luck. I'm from Willow Springs."
Jean's background is in science and she draws from her interests in history, nature, and her family for inspiration. She writes historical and contemporary romances and women's fiction. She also writes articles for family-oriented travel magazines. When she's not writing or chasing children, she enjoys tending to her flower gardens, hiking, and doing just about anything in the outdoors.
Website ~ Twitter ~ Facebook ~ Goodreads ~ Bookbub ~ Amazon Author Page ~ The Wild Rose Press
Contemporary romanceDeerbourne InnhealinghikingMaoriNew ZealandnovellaredemptionspiritualThe Wild Rose PressVermont
Guest Release Promotion: Lost in Lavender by Patricia Kiyono
Selina Davison was once a countess, but when tragedy struck, she learned to take care of herself. By creating hats adorned with realistic silk flowers, she's built a successful business as a milliner. When a handsome gentleman stumbles into her shop asking for directions, she remembers the joy of having someone to share life's ups and downs.
The second son of an earl, James Benton could enjoy social privileges, but the concerns of the gentry hold no interest for him. He's much happier tending to his plants, which never judge him. His peerage connections help him secure the position as landscape architect for the winter garden in Highgate, but a lovely milliner could hold the key to his future.
When he came to the third shop, his heart leaped for joy. There, in the center of the showroom, was the beautiful white bonnet with the most exquisite cluster of pink and yellow roses. He pulled the door open and strode in.
He longed to reach out and touch the blossoms, but just then, the hat came off, treating him to a view of the most glorious head of hair, the color of gold.
"Oh! I didn"t realize you"d followed me in. May I help you?"
Help him? He blinked, realizing the owner of the glorious hair had turned around, and he stared into an equally magnificent pair of wide blue eyes. The soothing scent of lavender assailed him, and all his worries drifted away.
Patricia Kiyono lives in southwest Michigan with her husband, not far from her children and grandchildren. A former elementary school teacher, she now teaches music education at the university level. Current interests, aside from writing, include sewing, crocheting, scrapbooking, and music. A love of travel and an interest in faraway people inspires her to create stories about different cultures.
clean and wholesomeDingbat PublishingflowersgardensholidayLost in LavendernovellaRegencyRomance
Guest Release Promotion–Moosed Opportunities by Jan Elder
October 6, 2017 admin 1 Comment
Last Christmas, a group of contemporary Christian authors got together to form a "boxed set" of novellas that would include dessert recipes of some sort. That set was called Frosting and Flurries, and it's still going strong. My book in that set is called Moostletoe, the first book in the Moose Creek series.
We had so much fun doing the set, we did it again this summer, another "boxed set" that came out in July called Picnics and Promises. Moosed Opportunities is the second book in the Moose Creek series. And guess what? Book three (Almoosed Heaven) releases in November.
Working with these lovely ladies has been so much fun, and creating the little town of Moose Creek, Maine, has been a joy. Rev. Samantha Evans and her boyfriend, moose wrangler Eric Palmer, continue to thrive despite many obstacles and adventures. Oh, and did I mention the town moose, Matilda? She causes a ruckus in more ways than one.
Rev. Samantha Evans loves living in Moose Creek, Maine, the land of moose and men … or namely one man, her fiancé, Eric Palmer. The problem? Trouble looms large; Eric's meddling ex-wife lives right around the corner.
Forest ranger, Eric Palmer, just wants to plan his wedding and marry the woman he loves. Not that life makes it easy. Samantha's busy schedule, an interfering ex-wife, missing college students, and a misplaced pregnant moose, all conspire against him.
Will they find the time to clear the air and concentrate on their relationship? Or will their lives be a series of Moosed Opportunities?
Amazon buy link
Eric hurried down the path toward the woods, shouting for his dog. "Apollo. Stop!"
The bounding deer rapidly disappeared in the distance, and the gleefully barking miniature dachshund followed in hot pursuit. Eric didn't have time for these shenanigans. He was due at Samantha's house for dinner, and he was already running late.
The merry deer headed for the trees, traipsing through the wet spring snow as if prancing on a sandy beach in the Bahamas. Before Bambi's mom disappeared completely, the female deer flipped her white tail at the excited dog, making a game of the chase. The two sped down the path Eric had created with his snowshoes, taking advantage of his man-made corridor in the trees.
"Apollo! Get back here."
His disobedient dog paid no attention whatsoever as he scrambled, hopped, and skated across the freshly fallen snow lying atop frosty ground.
Eric quickened his pace. Tonight, he'd planned to bring the boys over to Sammie's to introduce them to Jezebel. Before stowing the wiener dogs in the car, he'd let them out for a quick pee break. His attention had wandered as he'd allowed himself a moment of reverie … Sammie had such soft, silky hair … That was when Apollo had spotted the deer.
Eric glanced over his shoulder. His more obedient dog, Zeus, waited on the front porch. Hopefully, the little guy would still be there when this ill-timed adventure was over.
Excited yips echoed through the crisp air. Dang it! His dog was headed for the frozen creek. Eric's best boots broke through the crusty top of the snow, the resulting crunch ringing in his ears as he tramped down the trail. Apollo had to be tiring by now, and that blasted deer had to be long gone. But then again, his pup was the stubborn type.
When he'd trudged through here yesterday morning, the sun was perched on the horizon, rays of soft light peeking through the treetops. So peaceful, so serene, so awe inspiring. A good way to start his day. Now, through the trees up ahead, pink wooly clouds puffed across a spectacular sunset and glimpses of waning light glinted off the snow-covered creek. Surely his foolish dog would stop when he reached the debris-strewn banks of the solidified water.
Eric rounded the corner in time to see the deer hurtling up the bank on the opposite side of the creek. The waters of Moose Creek were normally deep and fast, the wide expanse river-sized at this point in its journey south. The creek had been frozen over for a couple months, though the big deep freeze in northern Maine had been late this year. On his daily walks, he'd thought he'd heard water running near the beaver dam upstream. Was the ice safe? The deer had made it across handily, and if she could do it, so could a ten-pound canine. Right?
A moot point, since his dog was not going to get the chance if he had anything to say about it.
A short distance away, Apollo picked his way between the rocks on the shore, each step taking him closer to danger, his gaze on the prize fifty feet away, across the frozen expanse. Mrs. Deer stopped at the top of the hill, seemingly just as fascinated with the sight of the yappy dachshund.
The scrappy dog was shaking, whether from excitement or cold, Eric couldn't tell. He headed down the slope toward his miniature canine. "Come here, boy."
Apollo tossed him a cursory glance and then ogled the deer, the joy of the chase shining in his doggie eyes.
Eric sidled a few steps forward and to the side, moving slowly and carefully so as not to send the dog running in the wrong direction. He was so close he could almost reach out and grab the dog's collar.
Whew. Apollo yipped one last time and back-peddled toward Eric's waiting fingers. At last.
And then the deer at the crest of the hill pawed at the crunchy snow. The canine couldn't help himself. He launched onto the frozen expanse, tiny legs propelling him like a windmill in a gale. A few feet out, the dog lost his footing on the slippery snow-covered ice. Landing on his stomach, legs all akimbo, the brownish-red missile rocketed straight for a thin spot in the ice on the other side of the stream.
With only a split second of indecision, Eric flung himself off the bank, half-skating on the ice, the breeze stinging his ears as he zipped forward. If he had any hope of catching that bundle of fur, he was going to have to slide. If a full-grown deer could make it across…
The ice creaked, but it held fast. Thankfully, he was gaining on the dog. Halfway across the river, he caught up to Apollo and grabbed his collar with his right hand. They kept sliding. They were going to make it.
Crack! The ice on the other side of the stream gave way and he plunged into the frigid water, his breath whooshing from his lungs. The animal slithered from his grasp as Eric fought to keep his head above water.
Apollo's soft brown eyes grew impossibly large as he bobbed to the surface a few feet away. Before Eric's frightened dog could be carried away by the loosed current, he managed to grab onto the leather collar, hauling the animal to his upper body.
Water swirled around them. He kicked his legs to bring them to shore, his sodden cold-weather clothes weighed him down. He stumbled through the cripplingly cold water, laboring each step of the way, his boots as heavy as if he had a brick strapped to each foot.
The poor dog whimpered and Eric clutched him closer as he stumbled onto land. "It's okay, boy. We're safe now."
He crashed down on a log and surveyed his soaking body, chest heaving. No doubt about it, he was in a pickle.
JAN ELDER is an inspirational romance writer with a passion for telling relateable stories. She strives to write novels that will strengthen the reader's faith, while also providing an entertaining and engrossing love story. She lives in Maryland with her beloved husband and two pampered cats.
I'd be happy to give away two ebooks of Picnics and Promises from among those who leave comments. Moosed Opportunites is the first book in the set.
book giveawayChristiancontemporaryEngagementForest rangerFrench-CanadianMaineMoosenovellaRomanceWoman minister
Guest Release Promotion–Winter Fairy Tale
February 15, 2017 admin Leave a comment
Sometimes, to remember all that is best and bright about love, you must go home.
After being dumped by her boyfriend of two years, there is nothing that Sarah Jepsom dreads more than going back home to her marriage-obsessed mother. To make matters worse, it's for her little sister's fairytale wedding on none other than Valentine's Day. The only positive note is it will also be a chance to see her dear friend Mark for the first time in a year.
Sarah's Bridezilla sister Valerie takes it upon herself to invite Sarah's old high school boyfriend to be her date for the wedding. Nathan is set on renewing their relationship, but old feelings remind Sarah why it didn't work the first time. When Mark confesses his long-held feelings for her, Sarah is angry and convinced that romance is not for her. Then, her father reminds her of all that is best and bright about love, that can often be found right under our noses.
Roane Publishing (other links listed on publisher site)
$25 Roane Publishing Gift Card, Bracelet with charm from Sweet Inspiration, Hot cocoa mixes and mug from The Crimson Curse
or go the contest link on Rafflecopter site
Laura Lamoreaux is a licensed clinical psychologist, and she drew from her work in therapy to show what living with a mental illness is really like.
LINK: Twitter – @laura_lamoreaux
T.L. FRENCH
T.L. French is a Junior High English teacher, and provided all of the teaching details included in the story.
LINK: Twitter – @ticilsmith
contemporarycontest giveawaynovellaRoane PublishingRomanceSweetValentine's Daywedding
Guest Release Promotion–The Crimson Curse by Melissa J. Crispin
February 8, 2017 admin 1 Comment
Hi Linda, Thank you so much for having me on your blog today!
Tell us a bit about you and your background
I was born and raised in Connecticut where I still live today. I'm married with two kids, and I work full-time for a software company that builds solutions for people in the Finance industry. It's often challenging to find time to write, but it's totally worth the effort.
Is your writing style planned or freestyle?
I'm a planner, but I allow my plan to go off the rails if it seems like the right thing to do. I start off by creating a loose outline with all the major turning points of the story, then break it out into scenes. Once I start writing the actual manuscript, I don't freak out if the story wants to veer off elsewhere. I readjust as I go.
Describe a normal writing day (or period, if you have other employment obligations)
My alarm goes off when it's still pitch black outside. It's so early my dog doesn't even acknowledge it. I slip out of bed, make a large cup of coffee and head to my office. This is a spare room that my awesome husband converted into a writing den for me (yes, I know I'm a lucky gal J).
I proceed to write until it's time for the kids to get up and ready for school. I get them moving and I get ready for the rest of the day, too. There's a small window where everyone is all set and I don't need to leave yet, so I sneak back into the office and use the precious minutes to my advantage.
Once time is up, I head to the day job. I'm usually too beat after work to go back to writing in the evening, but I'll do it if I'm working on a deadline.
Do you write in a genre other than the one of this release?
Yes! I write in a number of genres. The Crimson Curse is fantasy, a fairy tale retelling of Beauty and the Beast, but I also write YA, sci-fi, and contemporary romance. The one common thread in all of my writing is that I focus on relationships. So, whether my character is a cursed woman in search of true love, an aspiring ballerina who discovers she needs to save the world, or the President's daughter who falls in love with a galactic garbage man, I try to paint a vivid picture of who is important to them in their world and try to show what they are willing to do for those people.
Are you a pet person? If so, what do you have?
I am a pet person for sure. About three years ago, we rescued a brown and white Siberian Husky. A group of teenagers had found her wandering on the side of the road and took her to a vet. I have a friend who's involved in helping animals find forever homes, and she told me about this one. My husband and I had another husky before this one, and we adored her. I wasn't sure if I'd ever be able to have another dog, because I was so heartbroken when she passed.
For anyone who isn't familiar with this breed, they are very head strong and super stubborn. It turns out this dog had two other homes before us and had been abandoned. My friend asked if I was ready for another dog, and if I wanted to meet her. We decided right away to take her home with us. We had a shaky start, and had to work through some issues because of her past, but it all worked out in the end. She is almost always by my side. It's so rewarding to know that we saved her and were able to give her the home that she needed.
What do you hope readers gain from your stories?
There are two things I hope a reader can gain from my stories. The first would be a chance to escape from reality for a bit. When I'm immersed in a good book, it's as if the entire world falls away and I'm living in the story. It's my hope that I can somehow do the same for others. The other thing would be for the reader to feel, to experience whatever emotion my character is feeling in that moment, too. If I'm able to invoke a spark of happiness, anger, or fear, then I feel like I've done my job as a writer.
Cursed and disfigured, Calliope must find true love before the final leaf falls from the Enchanted Tree. Being bound to her mansion on the outskirts of town leaves her with little hope.
Abandoned by his wife for a wealthy man, Bastian only needs one female in his life, his five-year-old daughter, Yareena. When she goes missing during a raging fire, fate brings him to a strange place where he encounters a woman wearing a golden mask.
An attack by rogues puts Bastian in Calliope's care. As he struggles against pride and prejudice, Bastian can't ignore his growing attraction to the kind soul behind the mask.
Yareena and the mansion staff do their best at matchmaking, but Calliope can't reveal her darkest secret. Will Bastian discover her true beauty before it's too late?
Bookstrand
Calliope returned her attention to Bastian, grasping his shoulder with a gentle hand and giving him a small shake. When he didn't stir, she considered how she could clean the wound without undressing him as he slept. She had never taken off a man's clothing before, and she hardly wanted her first time to be when he wasn't even aware of her actions. But, no other options seemed available. She started at the bottom button of his shirt, working her way up with trembling fingers, and spreading the fabric apart when the last of the buttons slipped free.
Her eyes roamed his upper body. While she was supposed to be assessing the extent of his injuries, she couldn't deny the flash of heat that blasted through her at the sight of his bare skin.
She dipped a washcloth in the basin that Mrs. Widdleworth left on the night table, wringing out the excess water. As she dabbed at the gash near his naval, his vulnerability in that moment struck her in a way she had not expected. After their first encounter, she would have predicted his ego to get in the way, choosing to bleed to death in the cold rather than accept anything from her.
Although he suffered a serious injury, his daughter seemed to remain his utmost concern. Could his earlier ill-temper have been an unusual display? A behavior born out of fear for his daughter's safety?
Maybe she had been wrong about him.
She pressed her lips together, allowing the notion to sink in as she dropped the bloody fabric off to the side, and proceeded to stitch the wound with shaky fingers. When the task was complete, she picked up a fresh cloth to use as a dressing. Relief washed over her as she inspected the area before covering it up. The slice in his flesh went deep, but not nearly as deep as she initially feared. She positioned the bandage and fixed it in place, her gaze catching a thin trail of hair that started under the center of his chest, following the way it continued lower down his body, and even further yet where it dipped beneath his trousers.
"It's been a long time since a woman has laid her hands on me," Bastian said, his voice rough.
Calliope jumped, heat infusing her cheeks. "My apologies if this offends. Marcus doesn't fare well with blood. I had to care for your injury myself." Her eyes met his, and to her surprise, no anger seemed to stir there.
"I was only teasing." He swallowed hard, appearing to bite back the immense discomfort he had to be feeling. "Thank you."
She inclined her head. "You're welcome."
"I shouldn't have been so terse with you earlier. Yareena is my life, and when I couldn't find her, well…" He reached for his face, pressing the heel of his hand against his jaw. "I lost my sense for a short while. I apologize."
Melissa J. Crispin lives in Connecticut with her husband, two kids, and an adorable Siberian Husky. She spends her days in the corporate world, and pursues her passion for writing in the late nights and early mornings.
From micro-fiction to novels, Melissa loves to write stories in varying lengths. But, no matter the story, it's almost always about the romance.
Twitter: @MelissaJCrispin
Instagram: @MelissaJCrispin
Or click here to connect with contest on Rafflecopter:
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guest release
Guest release promotion—Frosting and Flurries, a Christmas anthology
November 4, 2016 admin 1 Comment
Frosting and Flurries, is a boxed set of five Christmas novellas on Amazon. The other amazing authors in the set are Kimberly Rae Jordan, Cecelia Dowdy, Clare Revell, and Marion Ueckermann. My book is called Moostletoe and it was a great deal of fun working with other writers I know and love! ~~Jan
BLURB of Moostletoe by Jan Elder
Rev. Samantha Evans lands in Moose Creek, Maine, a backwater town with more moose than men. One of her new parishioners chews up new ministers for breakfast, and he's hell-bent on sending her packing.
Forest ranger Eric Palmer is done with women. With Christmas around the corner, he runs into Sammie, his best friend when they were teenagers. Unlike most women, he trusts her implicitly. But could she ever be more than a friend?
When Samantha's career is on the line, Eric saves her job, rescuing his own shattered heart. But how does Matilda the town moose factor in?
As they headed toward the fence at the back of the large yard, the trapped moose turned her head and fastened Samantha with the longest, most distressed face she'd ever seen. Somehow, the words "there's a moose stuck in the fence" had not prepared her for the sight of two hooves sticking to the top of tall pickets.
Poor moosie indeed!
The TV news reporter strode toward Eric and Travis, a determined set to his jaw.
Eric took charge. "Dale, you can film, but be quiet about it and keep well back. I know everybody loves Matilda, but she's a wild animal and she's scared. You too, Mr. Tremblay."
"We'll do our best to behave." Dale smirked. "But the TV audience is going to eat this up and we're here to serve."
Eric grimaced. "She's just a moose for crying out loud. People in Aroostook County see them every day."
The TV crew moved into position. Eric glanced at Samantha. "Sammie you asked what you can do. Your job is to pray we can get this moose out of trouble, fast."
"Will do." Samantha nodded and clung to the fence line several yards away. Matilda puffed, her breath sending up a cloud of steam. Samantha's heart went out to the creature, and she unleashed a silent prayer. If God cared for the lowly sparrow, He surely loved the magnificent moose.
Eric's eyes zeroed in on the television camera as two men continued to edge closer. "Confound it, Dale, stay back. Don't you have a zoom on that contraption?"
The cheeky, young reporter lifted his chin. "We'll stay back as long as you give us an exclusive after the rescue."
Eric planted his hands on his hips and huffed. "Exclusive? Dale, what do you think this is? Portland? You're the only TV station there is in these parts. Just keep your distance. Hey, Tremblay? You have a small hatchet?"
A protest erupted from the cameraman. "Surely, you're not going to hurt that wild animal."
Eric shook his head. "No, of course we're not going to hurt her. We have to break up the fence."
Dale cocked his head. "Why can't you just yard on it until her feet come out?"
Huh? Samantha searched her memory banks. Yard on it. Ah, yes. Pull hard.
"Do I look suicidal? I'm not getting anywhere near those back hooves. We have a crazed five-hundred-pound moose who's not thinking straight, here."
The cameraman grumbled and when Eric turned his back, the cameraman made a hand gesture that meant … Samantha wasn't sure what it meant, but it couldn't have been nice.
Matilda shifted her back feet, tried to maneuver backward and pitched a bit to the side. The wooden fence scraped against her front fetlocks and she bellowed, a terrible noise that rang hollow in the damp, night air. Terrified, her eyes flicked back and forth, the whites showing. Helpless, Samantha prayed harder and shuffled her feet to keep the circulation moving, her chest squeezing.
The cameraman hefted his camera and aimed it at the reporter. The show was about to begin.
Jan Elder is a Christian romance writer with a zeal for telling real, relateable stories. She strives to write novels that will strengthen the reader's faith, while providing an entertaining and engrossing love story.
Happily married for thirteen years to supportive husband, Steve, the two live in central Maryland.
best friendsBoyfriendChristianChristmascleancontemporaryEngagedForest rangerFrench-CanadianFrosting and FlurriesGirlfriendHappily Ever AfterHappinessinspirationalMaineMistletoeMoosenovellaReunitedRomanceSweetWoman minister
Guest Release—Navy Blues by Julie B Cosgrove
May 27, 2016 admin Leave a comment
Her fiancé cheated on her…in paradise. Broken hearted and confused, Emma flies home to Fort Worth, Texas not sure what life without him will entail.
Ryan is being discharged from the Navy to join a gastroenterology private practice in Fort Worth. New city, new life. The last thing on his mind is falling in love. Until a forlorn lady sniffles in the seat beside him on the flight.
A storm, an emergency landing and an out of control ex-fiancé thrusts Ryan and Em into a dilemma. Each must make some tough choices, but will those involve each other?
Julie's website
Just as I mouthed a thanks to God, an eardrum-stabbing wail occurred two rows back. "Why can't Daddy sit with meeeee?"
The man huffed and twisted toward the sound. "Because the airlines said Daddy's seat is here. You stay with Mommy."
The child's whining persisted as people jabbed and jostled through the claustrophobic cabin. It would be a full flight. My temples began to pulse.
One baritone voice pierced the din. "I'll trade with you."
I turned to see sandy hair, a chiseled jaw, and piercing blue eyes on the face of a military man. He held his boarding pass in one hand and a khaki duffle bag in the other. It matched his uniform. The Naval emblem on his brass belt buckle glimmered in the late afternoon light as it streamed through the airplane's portal. Well, this was Hawaii. A bunch of the men onboard wore Navy fatigues. He was being transferred like the rest of them, no doubt.
"Really?" The father lost half of the worry lines on his forehead. "Thanks."
The sailor hoisted his duffle and a briefcase into the compartment above us and shrugged. "No problem. A seat is a seat." His eyes dropped to scan me. I pulled my skirt over my knees and shifted my gaze to the tarmac beyond the double-paned oval window.
From the outer edge of my vision, I saw the two exchange positions. In mid-movement, they shook hands. The Navy man smiled. "You should be with your family, man. It's only right."
He sat down, adjusted his position to dig the seat belt out from the cushion, and then leaned into my space to click it. The insignia on his left collar resembled a gold tree with a green stone in it. On the right, perched a silver maple leaf. Even though my father was in the Naval Reserves most of my early childhood, I never mastered deciphering rank and emblems. I did remember those two meant he was an officer of some sort and, by the khakis he wore, he'd been out to sea.
I shot him a semi-warm grin. "That was nice of you to do that, um, Lieutenant, is it?"
"Actually, it's Doctor."
My mouth formed a small "O."
He whispered in my direction. "And it was a purely selfish act. Why would I want to sit next to his kid while she blubbered the whole trip?"
My mouth readied to spill my thoughts about his brash remark, until I saw his wink. Instead, I inched my lips to the right in a fake chuckle. "Very funny."
"I had you. Admit it." Those crystal blue pools twinkled with mirth. He extended his hand. "Name's Ryan MacKenzie. Lieutenant in the Navy, for another 48 hours or so."
I kept mine in my lap and nodded. "Emma West. My friends call me Em."
"M? For mystery woman?" The sides of his mouth curled upward. His attention briefly focused on my left hand. It was bare, though it had yet to feel that way to me.
"Hardly." The words croaked from my throat. I placed my right hand on top and blinked the tears back into my eyes. The white mark around my ring finger where the sun had not hit for four years screamed my plight—rejected for another, not good enough. The warmth and strength of his fingers covered mine. Soft. Clean nails. Surgeon's hands. He whispered, "Sorry. Forgive my crassness."
I bobbed my head, and as quickly as the sensation came, it left as he released his touch. Something inside me wanted to grab it back. But that would be ridiculous. I didn't even know the guy. I closed my eyes and shut out the cabin noises. The horrid scene, which caused my decision to board this flight, replayed in my mind. I'd tossed the two carat, blue-diamond solitaire— courtesy of my father's checkbook so his daughter would wear a decent stone—at Trey's head as it lay tousled on the bed pillows next to another's, obviously not mine. She scrambled to the bathroom, wrapped in a bed sheet. He pleaded it had been a one time lapse of judgment. I seriously doubted that. Living in two different cities almost four thousand miles apart had taken its toll. How could I have been so naïve?
Above our heads, the seat belt sign dinged off. Airborne. My teeth pinched my lower lip as I observed the island chain disappear amongst the clouds. I always hated good-byes. This one had been final. I'd never be back. The vice grip around my chest crushed my heart some more. Dear God in Heaven, don't let this naval doctor see me cry. I swallowed the saliva in my mouth in an effort to force the puddles under my eyelids back as well.
He broke the silence. "You okay? Your face seems rather blue."
Had I put on navy liner and mascara that day? Did it streak down my face? I wiped my finger across my under-eye skin then peered at it. No, not very smudged.
He chuckled. "I meant blue as in down. You know, perturbed. If I offended you."
I returned my gaze to the wisp of clouds. The sun's rays infused them with gold. The delicate celestial waves shimmered like a pearl-seed edged lace veil, one I'd never wear now. "It's not you. I just hated to leave, that's all." I turned to him with a forced smile. "But, Spring Break's over. Back to the grind."
"Are you, uh, in school?" His eyes narrowed inside his scrunched eyebrows.
"Is that so hard to believe?"
He coughed into his fist. "Well, I mean people go back all the time, I…"
His stumble-stepping over his words brought a chuckle to my lips, though a small one. "I teach at the community college." With a tilt of my head, I parroted his previous jab. "Admit it. I got you."
His facial muscles relaxed. "Touché."
Julie B Cosgrove is an award-winning novelist, freelance Christian devotional writer and public speaker. When she is not writing novels, she enjoys reading those by other faith-based authors while curled on her sofa with her two purring cats and a cup of Earl Grey. Visit her website www.juliebcosgrove.com and her devotional blog: Where Did You Find God Today?
ChristiancontemporaryJulie B. CosgroveLove Is seriesNavy BluesnovellaPrism Book GroupRomance


text:
Home Journal Research into Experiences What is neuromarketing?
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Journal of Experiences
Research into Experiences ▾
3 July 2019	Bernardo Lecci
What is neuromarketing?
"Measure what is measurable and make measurable what is not so."
"Without data you're just another person with an opinion."
William Edwards Deming
A personal definition, but not in the subjective sense of the term…
What is neuro-marketing then and what can we know (from people)
Perhaps then neuromarketing does not exist, let's see what it is not and, if it is something after all, because it is still preferable to call it otherwise
The neuromarketing seen as a para-discipline in its relations with other disciplines
Since when are we talking about neuro-marketing and the defects of current investigation methods
What tools and techniques does neuro-marketing use?
Why mixed methods are important to enhance the customer experience (which would then be the experience of people)
What do people gain and why then can this reading of neuromarketing be a personal point of view, but not a subjective one?
Let's start with what I have to do with and why I talk about neuro-marketing.
Because beyond the trend or exploitation we sometimes see, beyond the "marketing" of neuromarketing and all the "disciplines" that begin with the prefix "neuro-", the development that this branch of neuroeconomics that fuses traditional marketing with neurology and psychology is having it does have interesting and important implications for me beyond those related to the progress of technical-scientific investigation (which I leave to expert colleagues) concerning marketing and the involvement or reconnection with people; themes close to me and on which I have some experience. I have a humanistic background and I have been dealing with communication for more than twenty years having always lived it as a relationship between the brand and the public; we communicate with people.
In Latin etymology, the term person (from per-sonar to sound through) indicates the theatrical mask that was worn by the actors to intensify their voice, making it sound, and be heard even by the spectators furthest from the stage. The concept of person is even more primitive than those of mind and body. The person is a social being and lives and communicates with others, has feelings that he shares with others, and in this sense the term individual which is often used as a synonym looks at the person with his distinctive and unique characteristics, but each individual is even a person.
Today people are far from the place of the scenic action, where important choices take place, and are relegated to a little bit apart and can only perform, or are considered only when they make, decisions or purchase actions (or vote) and are users or consumers (or voters, but increasingly often treated by the public).
An approach to marketing that also blends neuroscience and above all brings people close to companies and managers who make decisions (even only since the tools we will talk about soon rely on people's bodies and come into contact with their physicality) can really act as a funnel or sounding board, out of metaphor can increase the resonance of the contribution of people and can ultimately improve the experience of the people who are in the most distant places from the stage of the modern brand theater, be it built in a site or in a store.
Neuro-marketing has to do with neurobiology, consumer psychology and marketing, but in the final analysis we can say with people (people who have to go back to being subjects of experience and not objects of study), their behaviors and their feelings (and in this sense, and beyond that, whether or not it is considered a discipline in its own right, it can definitely contribute to an anthropological and non-technological revolution in marketing, as it would seem to a rough analysis).
What then is neuro-marketing?
Well, neuro-marketing is not a thing.
What is now widely called neuromarketing (as a whole word), with perhaps more than some excess of enthusiasm or even overstatement (if not really instrumental or tendentious use, for jargon and precisely trends), are nothing more than applications of psychophysiological measurement techniques to the world of consumer study and analysis of user experience (users who we call, not surprisingly, people).
Neuromarketing, in its best sense, is one of the neuro branch (or even if we want of the decision neuroscience), but simply and empirically, is a discipline, or para-discipline, dedicated to the application of knowledge and neuroscientific practices to marketing, in order to analyze the unconscious processes that take place in the mind of the consumer (which we prefer to consider in the entirety of his person) and which influence the purchasing decisions (a relevant and pervasive aspect) or the emotional involvement towards a brand (an aspect even more important and widespread because the relationship with the brand goes far beyond the mere commercial relationship).
If we understand what it is or could be, and above all if we want to recognize its applicative validity and outline in what river bed it is inserted if anything with respect to certain drifts, let's try to clear the field and immediately take a position:
There are sciences and neuro-sciences, there is marketing and not neuro-marketing
As we have already had the opportunity to argue in the page dedicated to the emotional impact in the section of our Research on Experiences on our site, we prefer not to use this term for our activities, even if we realize that it is certainly worth clarifying better what is and what potential this new potential transverse "discipline".
Let's start with what neuro-marketing is not:
does not study the work-related stress, nor the schizophrenic swing of our attention between emails, news, messages and notifications to which we are often, always-on, subjects (even if it could find its raison d'etre in the behavior of neurotic managers – neuro-(tic)-marketing);
it is not a strategy that proposes transmitting softened messages indirectly (as the adage says: "… kicking the dog and meaning the master" – nuore-marketing Please note: for the English speaking readers the original way of saying was: "parlare alla nuora perché la suocera intenda" and says "to speak to the daughter-in-law to let mother-in-law understand" means to use somebody as a mouthpiece and we must say that nuora is the Italian for daughter-in -law and its plural nuore might sound as a misspelling for neuro… YES, I know not even in Italian this pun was that funny, sigh!);
it does not concern the techniques for the sale in the shops of objects for 1 € (although perhaps the instrumentation and the technological gadgets employed in some approximate studies would make the adequate pair with the unmissable trinkets that are found in that type of shops – (o)ne-(e)uro-marketing).
In fact, neuro-marketing is not a trend, it's not just cosmetic jargon, not even a plethora of new tools or gadgets to analyze sites and campaigns.
Sometimes neuromarketing is presented as a tool to literally enter the minds of consumers, we would actually consider it just upside down: that is, as an opportunity to bring consumers, read as people, with their wishes, their fears, their own stories, in the minds of companies and people who work in companies. For this reason we prefer to talk about the reconnection between brands/companies and customers/users, that is people who realize goods and services to achieve better experiences for those people who will use those interfaces or products.
As you can probably understand from the other contributions that are on our site and concern the reconnection and the approach of the sixth W which is the WITH, it is important for us to consider the neuro-marketing, whether or not it has the statute of discipline on its own and beyond the trends of the moment, for the opportunities of analysis and improvement of the experience of the users, who for us are people, and of their life ultimately.
We could and would prefer to consider it a neo- or new marketing, anthropological rather than technological, and really user-centric, or rather people-driven, here it is worth perhaps only tangentially recalling my article on the 5th P of marketing of prof. Kotler which was the far-sighted People's P.
Because the ne(ur)o-marketing more than other recent disciplines, brings people back in one way or another really to the center of the scene and can make the implicit come into the marketing (the not conscious or declared experiences of the individuals that influence on perception and on the experience itself) and to distance oneself from the obvious (the things that we often take for granted, for example: that people can be enclosed in numbers and that they are understand the experiences in a reductionistic way analyzing the navigation behavior).
As we have said then the activities that fall within the framework of the emerging "discipline" of neuro-marketing are neuroscientific knowledge and practices applied to marketing in order to analyze the irrational processes that occur in the mind of the consumer and that unknowingly influence purchasing decisions or on the greater or lesser emotional involvement with a brand.
This investigation activity, more than discipline, proposes a complementary solution to traditional market research, providing a solution to some problems and limits associated with the latter.
In fact, it is necessary to start from the assumption that individuals do not always say what they think: shame, prejudice or fear of the judgment of others, in fact, can influence the answers to questionnaires, opinion polls or market surveys in various forms and focus groups, which are tools that have had a certain spread with the development of consumer research in the second half of the last century. Traditional methods, however, can at most collect explicit (or conscious) emotions, but fail to detect the implicit (or unconscious) experiences of the consumer.
For marketing, the great novelty brought about by neuro-marketing does not only concern the use of neuroscientific tools and knowledge, but also the opportunity that it brings with it, inherent in its interdisciplinary nature, to take inspiration from other sciences that, in the years, have demonstrated their usefulness for consumer understanding. Indeed, it is common to find references in the literature and studies conducted in the field of decision neuroscience, to which we refer to define it in its breadth, references to knowledge belonging to behavioral economics and to cognitive and social psychology.
To these disciplines, in the approach with mixed methods that we apply in TSW, we add the influence and the contribution of other humanistic disciplines such as: ergonomics, anthropology and sociology that interpenetrate the indispensable skills of psychophysiology. This to date, but the sphere of influence and the widening of the field of application of the TSW listening model will certainly lead us to extend the areas.
The interweaving of these disciplines allows us to construct a much more complete picture of the consumer, which we remember is no longer read by us or considered as such alone, and on the unconscious motivations that guide daily choices. It is thanks to the enlargement of this framework that we therefore allow ourselves to say that users and customers do not exist and to talk about the broader spectrum of people's experience.
I hope I have clarified why neuro-marketing should not be considered as a discipline in itself but rather as the convergence of approaches and research of different disciplines, and therefore seeing that we use other terms and other disciplines to define and better characterize neuro-marketing, as we should preferably write it, maybe it is better to define the meaning of the latter.
Neuroscience (or neurobiology) are the set of scientifically conducted studies on the nervous system. Being a branch of biology, neuroscience requires knowledge of physiology, molecular biology, cell biology, developmental biology, biochemistry, anatomy, genetics, evolutionary biology, chemistry, physics, mathematics and statistics, but unlike other biological disciplines they also draw from fields of study such as psychology, economics and linguistics. The field of neuroscience has in fact expanded to include different approaches used to study the molecular, cellular, developmental, structural, functional, evolutionary, cognitive, computational and even pathological aspects of the nervous system.
The neuroeconomics, or decision neuroscience as we have said, is a recent sector of neuroscientific research that studies the functioning of the human mind in relation to decision-making processes in the solution of economic tasks. Since it makes use of the contributions of many disciplines, such as neurology, economics, psychology, medicine, mathematics and biology, it is certainly possible to affirm that neuroeconomics has a marked interdisciplinary character. It was born from the insights of Israeli psychologists Daniel Kahneman and Amos Tversky, from whom behavioral economics was founded, together with the discovery of innovative tools for visual representation of brain functions (brain imaging). The goal of neuroeconomics is to cross the body of knowledge of the economic sphere with those coming from psychological and scientific fields to determine how the brain behaves during the decision making processes.
We prefer to refer to neuroeconomics as a discipline for the research assumptions that animate it. The assumption in fact from which the neuroeconomic analysis in general starts is that – unlike what is affirmed by the traditional economy – man is not a rational animal, but acts under the impulse of automatic and very often unconscious neuronal processes, sometimes independent from his will. This ensures that human economic behavior is the result of a neuronal conflict between rationality and emotion, automatism and awareness.
Neuro-marketing, therefore, in this light is a promising branch of neuroeconomics, is a para-discipline, or if we mean an applied science, which, taking the interdisciplinary character of research from the science from which it is born, fuses traditional marketing (economy) with neurology (medicine) and psychology (behavioral sciences) and aims to illustrate what happens in people's brains in response to certain stimuli relating to products, services, brands, advertising, shops or environments with the aim of determining the strategies that push purchase. The involvement of the central nervous system, and in particular of the brain areas active during the execution of the decision-making process, are at the origin of the composition of the name and of the prefix neuro-; to say the truth a little abused nowadays (about the criticisms of the excessive simplification see the following paragraph).
The term "neuromarketing" was coined in 2002 by Ale Smidts, Professor of Marketing Research at the Rotterdam School of Management (Shiv, B., Bechara, A., Levin, I., Alba, JW, Bettman, JR, Dube, L., Isen, A., Mellers, B., Smidts, A., Grant, SJ, & McGraw, AP (2005). Decision Neuroscience. Marketing Letters, 16 (3/4), pp. 375-386; the complete article), but in 2004 it was a study of Coca Cola vs. Pepsi, cited by this article on the scientific legitimacy of neuromarketing written by our researcher Maurizio Mauri, who really opened his eyes to marketers from all over the world (Samuel M. McClure1, 2, Jian Li1, Damon Tomlin, Kim S. Cypert, Latané M. Montague, P. Read Montague (2004). Neural Correlates of Behavioral Preference for Culturally Familiar Drinks, Neuron Volume 44, Issue 2, October 14, 2004, pp. 379–387; here is the complete article).
In these less than twenty years of history, neuromarketing has become a field of study that combines scientific methodology and technology and offers results with respect to marketing stimuli and the identification of communication channels from the cognitive, emotional and sensorial point of view.
If we wanted to try to provide a more concise definition:
Neuromarketing applies neuropsychology to market research, studying the sensorimotor, cognitive and affective response of consumers to marketing stimuli.
(Lee N.; Broderick AJ; Chamberlain L. What is "neuromarketing"? A discussion and agenda for future research." International Journal of Psychophysiology. 63 (February 2007): pp. 199–204; here is the complete article).
Martin Lindstrom, the famous Danish marketer and speaker (author of the book "Neuromarketing. Brain activity and buying behavior" – Apogeo. 2009 in which a three-year research activity on 2,000 voluntary consumers whose brain was analyzed using fMRI, i.e. functional magnetic resonance imaging, when they were subjected to different stimuli) contributed to the planet's diffusion of the name by highlighting the utility of neuromarketing for companies adding already over a decade ago however at the same time that this "discipline" intrinsically presents limits that concern the incomplete understanding that we still have of the functioning of the human brain (this is one of his contributions recorded last year at the PKMF in Bologna in which he presents an evolution of his research on neuromarketing and its tools in favor of small data and H2H or Human to Human marketing).
In addition to the intrinsic limitations of this para-discipline, there are those concerning the excessive simplification by the media, and some unscrupulous operators, of the real processes that underlie consumer decisions and behavior; often, in fact, to make information accessible to the public, inaccurate and simplistic news on the real functioning of the brain are disseminated.
For this reason some criticisms and reflections have arisen, within the scientific community of neuroscience and consumer psychology, by authors such as Hilke Plassmann, associate professor of Marketing at INSEAD in Fontainebleau, and collaborators who warn about potential problems associated with inaccurate interpretations of neuroscientific studies and discoveries (H. Plassmann, V. Venkatraman, S. Huettel, C. Yoon. Consumer Neuroscience: Applications, Challenges, and Possible Solutions. in the Journal of Marketing Research, Vol. LII, August 2015, pp. 427–435, here is the complete article).
The first decade of research on consumer neuroscience has produced revolutionary work in identifying basic neural processes underlying human judgment and decision-making, with most of these studies published in neuroscience journals. However, for the consumer neuroscience sector to flourish in the next decade, the current emphasis on basic scientific research must be extended to marketing theory and practice.
Regarding the theme of simplifications, think of metaphors such as the "purchase button", and what appears to be an excessive simplification of the real processes that underlie consumer decisions and behavior.
Although there has been a growing awareness for some years and greater prudence in talking about these topics, some criticisms have been raised by some elements of the scientific community belonging to the field of neuroscience and consumer psychology. Plassmann and collaborators (H. Plassmann, TZ Ramsøy, M. Milosavljevic, Branding the brain: A critical review and outlook. In the Journal of Consumer Psychology 22 (1): January 2012 pp. 18–36; here is the complete article), for example, they make an explicitly critical distinction between consumer neuroscience and neuromarketing. While the first concerns the «intercession of neuroscience and consumer psychology in academic research, neuromarketing instead concerns commercial interest in neurophysiological analysis tools such as eye tracking, skin conductance, electroencephalography and functional magnetic resonance in order to carry out research market-oriented companies».
On this same line of thought, let's say critically, there were several experts in the field, including Marlene Behrmann, professor of cognitive neuroscience at Carnegie Mellon University who states: "… despite decades and decades of research, we still have a rudimentary understanding of brain functions".
The research we carry out is aimed directly at people, who become users/participants of our tests, to understand, record and understand their experience. These people are a representative sample of the target, that is of individuals who are not only targets of marketing activities, but consumers, producers and reproducers of experience with us, prosumers in the true and original sense of the term (see Marshall McLuhan M., Nevitt B., Take Today: The Executive as Dropout., In The Library Quarterly, vol. 43, No. 2, 1973, page 4, here is the complete article).
A common way to deal with the emotional and cognitive aspects during a user experience test today is through a technique called think aloud, a method that consists of recording and analyzing what said by a user who has been asked to verbalize his actions and thoughts during the use of the analyzed product or service, and a retrospective self-report in which users are asked to describe or answer questions about their experience, both verbally and through a written questionnaire. While these methods are commonplace, they are based too much on the highly subjective nature of the participants' interpretation and on the memory of their emotions. The reality is that the participants tell us what they think we want to hear and/or selectively signal their emotions. Sometimes they can't even interpret their feelings well enough to tell us about them. Physiological measurements reduce subjectivity in assessing the user experience based on quantitative metrics that are the output of devices that primarily measure involuntary responses to stimuli.
The great advances in technology in the field of neuroscience, which have occurred in recent years, allow us to obtain high-quality images of the human brain and its activity in real time, through functional magnetic resonance imaging or electroencephalogram. Unfortunately, the progress achieved in obtaining this level of quantity and quality of data does not go hand in hand with the ability to interpret these same data. It can be deduced, then, that progress in the field of neuromarketing is closely linked to the evolution of cognitive sciences.
We have seen how the development, the miniaturization and the diffusion of psycho-physiological measuring tools and techniques to obtain insights on the consumer (who we prefer to call a person) and on the decision-making process, has allowed the introduction of this methodology research in multiple areas.
But we really want to emphasize and we never tire of repeating as in our approach and with people:
the solution will never be technological, but will always be anthropological.
But we must recognize and we have also already emphasized how an important part can be played by the instruments and methods, especially in the detection of the implicit and of the bio-metric data scientifically found in a repeatable experiment.
Now let's see what the tools are in particular:
The brain imaging we talked about before and the detection of brain activity take place through methods such as electroencephalography (EEG-ElectroEncephaloGraphy) and functional electromagnetic resonance (FMRI, Functional Magnetic Resonance Imaging), both tools that allow us to discover the real a person's cognitive-emotional reactions. The difference between these two methods is that the latter, despite having many more application difficulties, allows a more in-depth investigation than the first, even if the former is simpler and cheaper and more easily transportable.
This is a technique that allows the measurement and recording of brain electrical activity using sensors or electrodes placed on the head. In particular it allows to detect which areas of the brain are activated at the presentation of certain stimuli such as announcements, logos or products, considering that the greater electrical activity of the brain in a given area may be associated with certain cognitive processes such as memory and decision making or certain mental states such as tiredness, stress or fatigue. The advantage is that it allows monitoring in real time (temporal resolution of the order of milliseconds), of the subjects' response to stimuli.
Functional magnetic resonance
It is certainly one of the most innovative and most used brain imaging techniques. Functional magnetic resonance allows to measure cerebral blood flow. This can be very useful since the increase in blood flow to a specific region of the brain indicates greater activity in that specific area. Starting from the assumption that certain regions are more connected to certain processes such as memory or learning, it is possible to analyze the response in correspondence with certain stimuli with a temporal resolution of the order of seconds.
These two techniques, in particular the first (which we remember is more easily transportable and not very invasive), together with Eye Tracking, are the main investigation methods that a neuro-marketing research usually uses. The eye tracking is now also available with glasses and therefore these eye-tracking glasses are easily portable instruments.
It is a technique that allows to analyze the point of ocular fixation and to record the dilation and contraction of the pupils. This function can be very useful since a correlation has been found between the dilation of the pupil and the interest or attention of the individual towards a stimulus and between the contraction of the pupil and the aversion or disgust towards a given stimulus. Given these data, it is possible to identify the strengths and weaknesses of an advertising campaign. This technique also makes it possible to grasp any difficulties in understanding that the consumer may encounter when reading or viewing an advertisement, but also in a store directory or billboard, based on fixation time and ocular behavior.
The three techniques seen before linked to the three methodologies or tools that we list below cover most of the tools that are put in place in most studies.
Measurement of galvanic skin response (GSR) or electrodermal activity (AED)
This technique measures changes in the electrical properties of the skin, following the change in sweating. Some studies have highlighted the relationship between the GSR signal and some mental states, such as stress, fatigue and involvement, which is why this technique can be of great interest to marketers.
Measurement of cardiac electrical activity (ECG)
Measurement of heart rate alterations allows the analysis of emotions experienced by individuals since a correspondence between heart rate changes and subjects' emotional responses has been found.
Facial coding or coding of facial expressions
Reading and interpreting facial expressions allows us to draw conclusions about the emotions felt in the presence of certain stimuli.
To all the previous instruments or methods (which we remember concern bio-medical and behavioral aspects and are carried out by physically bringing people and their bodies into play) we must add in our model at least a mastery of Cognitive Psychology and Behavioral Sociology techniques, precisely because we have seen how our subconscious behavior takes over most of the time over our conscious and rational behavior.
None of the measurements discussed can, by themselves, completely capture the user's emotional experience, who, as we have repeatedly emphasized, we prefer to consider as a person. The tools and protocols must be considered complementary and, in some cases, supplementary. The advantage of using multiple types of biometric devices is that we can learn different things from different devices. Valence is a measure of the positive or negative nature of the participant's experience. Using EEG and analysis of the facial response, we can measure whether the participant is having a relatively good or bad reaction. GSR and heart rate are not the best tools or indices to measure valence, but they are good indicators of a participant's level of excitement. By combining the benefits of each type of measurement, we can identify specific types of emotional experiences.
Using a combination of eye tracking, EEG, GSR and facial response analysis it is possible to identify when certain emotions are felt. The main advantages of this approach include:
Understanding what attracts and attracts attention.
Using eye tracking, we can determine:
What initially attracts attention (e.g.: prices, comparison of features, interactive elements, photos, etc.)
What sustains users' attention
Which model, path follow the eyes of users as they browse the online store (behavioral patterns)
Understanding emotional involvement.
Using EEG, GSR and analysis of the facial response we can determine:
What is the emotional state moment by moment during the entire online experience
Global (positive or negative) value of the reaction through the facial response
What excites the user and what he finds engaging (GSR)
Using post-experience self-report methods we can understand:
Why users look at certain elements on the website
Why users feel a certain way when they look at the elements
How users feel in various parts of the shopping experience (like the homepage, landing pages, product pages or payment)
In a usability test (an area for which TSW has a decade of experience and which I have already written in this article), including the ups and downs of a user's emotional journey in comparison with a digital interface, otherwise known as a website, a team can optimize design features to minimize specific pain points and emphasize elements that provide a positive experience.
Neuroscientific techniques allow us to analyze consumers' emotional involvement with brands, advertising, experience or any other stimulus. The eye-tracking glasses and the electroencephalogram, in particular, allow to carry out tests even outside the laboratory context, such as inside shops to measure the impact of the in-store experience on the consumer and to understand how to improve it, identifying those elements (sound, olfactory, visual or tactile) that lead to a greater emotional involvement of individuals.
It is possible to improve the customer experience by increasing the emotional involvement of the customer towards the brand, in fact, not only inside the store, but also through the analysis of the user experience, studying the responses on a physical, psychological and emotional level that occur before, during and after using a product.
We first saw as through the biometric measurements we can measure the emotions (of users), their positive or negative value, the level of arousal, the heartbeat and have a concrete idea of what they really feel, rather than just rely on what that tell us about the browsing experience, or the use of a product. These types of techniques are useful for analyzing a series of factors relating to the degree of attention and involvement of the user, but also possibly to the level of stress or frustration in performing a certain task within the site or in using specific product features.
The use of biometric analysis tools to analyze the physiological responses of users in real time allows:
understand where the users look while they were trying to perform a specific task;
identify frustration levels, identify moments of confusion or stress;
understand what users felt when they tried to perform a certain task.
The data obtained are then compared with the answers provided by the participants during in-depth interviews on usability and on the relationship with the brand/product, to obtain a more complete picture of the real perception of the on- and potentially off-line user experience.
In short, I don't know if I managed to explain myself as I move, I am sure you will understand, in a terrain that is not really mine, but what I want you to know, understand or aknowledge is that: to be user-centric or to use bio-metric techniques, to worry about UX or to deal with neuro-marketing, today it gives us a sea of extra possibilities that I hope to have summarized well in the previous paragraphs, but the possibility that I care of more and from which I think emerges the greater value is the reconnection or proximity to people, which techniques of this kind intrinsically carry with them. Techniques that bring people and their bodies back to the researchers, so close to touch them to make them wear: a helmet, a pair of glasses, a ring or a sensor and in some way let them elicit tangibly their lively experiences and let the managers of the companies, who may have forgotten for whom they made products or services, see first hand what the people have to say.
We talked about people and improving the quality of their experience, but what we mean by improvement and why we can argue that neuromarketing activities and especially the direct involvement with people in the co-creation of better experiences can generate a circular and sustainable economy, a systemic thought or approach to social relations, flows of goods and services and life itself.
Because our goal: to improve people's lives, taking care of the value and not of the profit (the second follows the first and not vice versa), having as a guide the quality and not the quantity of their experiences at all times, and finally the people of the which we talked about, I recognize it also in a redundant way or with a repeated evocation, they are not only users seen as…, but also employees experienced as…, professional partners understood as… people.
And PEOPLE, by their intrinsic nature,
if they are listened:
will be DISPOSED,
if they are involved:
will be ACTIVE,
if they are enabled:
they will be POWERFUL,
and if therefore they are powerful:
will be LISTENED,
and if therefore they are disposed:
will be INVOLVED
To be involved, this is in summary the profound value of the WITH which is the sixth W and for us an essential approach to life and business.
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TAG: eye tracking usability test qualitative research antropological marketing The Sixth W approach


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A: You can done it by calling jquery event keycode which will prevent the enter key function

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