基于神经营销的广告数字评价研究综述

As the development of brain imaging technology, the neuromarketing has been widely studied and successfully used in terms of brand benefits, advertising/marketing, pricing strategies and product promotion. This paper reviewed the state of art of applications in advertising evaluation with neuromarketing in recent years. It also introduced the principles and methods which applied in neuromarketing with functional magnetic resonance imaging (fMRI), electroencephalography (EEG) and magnetoencephalography (MEG), their pros and cons were further discussed. Finally, the existing questioning of their effectiveness and the ethical controversy were reviewed and summarized, also the future direction of neuromarketing was prospected.     

胃食管反流病与幽门螺杆菌感染相关机制研究进展

近年来,幽门螺杆菌(Helicobacter pylori, H. pylori)在我国的感染率呈下降趋势,但由于人口基数相对大,我国H. pylori感染人数仍较多.许多疾病合并H.pylori感染采取根除治疗,而H. pylori对胃食管反流病(gastroesophageal reflux disease, GERD)的影响存在争议,因此对于H. pylori感染患者是否采取根除治疗尚待商榷. GERD的发病机制与多种因素有关,本文就GERD与H. pylori感染相关机制进行综述,为GERD的治疗提供更多思路.