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The field of computational psychiatry is growing in prominence along with recent advances in computational neuroscience, machine learning, and the cumulative scientific understanding of psychiatric disorders. Computational approaches based on cutting-edge technologies and high-dimensional data are expected to provide an understanding of psychiatric disorders with integrating the notions of psychology and neuroscience, and to contribute to clinical practices. However, the multidisciplinary nature of this field seems to limit the development of computational psychiatry studies. Computational psychiatry combines knowledge from neuroscience, psychiatry, and computation; thus, there is an emerging need for a platform to integrate and coordinate these perspectives. In this study, we developed a new database for visualizing research papers as a two-dimensional “map” called the Computational Psychiatry Research Map (CPSYMAP). This map shows the distribution of papers along neuroscientific, psychiatric, and computational dimensions to enable anyone to find niche research and deepen their understanding ofthe field.

Background: Children with congenital Zika syndrome (CZS) maintain severe motor impairments at the end of the first year of life. Presence of certain symptoms and comorbidities increase these children's vulnerability. Aims: To evaluate gross motor function of a group of Brazilian children with CZS at 24 months of age and to investigate the association between the presence of CZS symptoms and comorbidities with gross motor development. Methods and procedures: Fifty children with CZS participated in the study. Information was collected from medical charts, and gross motor development was evaluated by the Gross Motor Function Measure (GMFM)-88. GMFM-88 scores were compared among comorbid groups. Three subgroups of children were identified by cluster analysis, based on information from head circumference at birth, symptoms, comorbidities and gross motor function. Outcomes and results: Significant associations (p < 0.001) were observed between number of comorbidities/symptoms and dimensions A (r = -0.57) and B (r = -0.58) of the GMFM-88. Children were grouped into 3 clusters, with different gross motor skills. Children with epilepsy and dysphagia composed the cluster with smaller median scores for dimensions A and B of the GMFM-88. Conclusions and implications: The presence of CZS symptoms and comorbidities compromise the gross motor repertoire of children with CZS at 24 months.

The field of computational psychiatry is growing in prominence along with recent advances in computational neuroscience, machine learning, and the cumulative scientific understanding of psychiatric disorders. Computational approaches based on cutting-edge technologies and high-dimensional data are expected to provide an understanding of psychiatric disorders with integrating the notions of psychology and neuroscience, and to contribute to clinical practices. However, the multidisciplinary nature of this field seems to limit the development of computational psychiatry studies. Computational psychiatry combines knowledge from neuroscience, psychiatry, and computation; thus, there is an emerging need for a platform to integrate and coordinate these perspectives. In this study, we developed a new database for visualizing research papers as a two-dimensional "map" called the Computational Psychiatry Research Map (CPSYMAP). This map shows the distribution of papers along neuroscientific, psychiatric, and computational dimensions to enable anyone to find niche research and deepen their understanding ofthe field. [ABSTRACT FROM AUTHOR]

Reading primary research literature is an essential skill for all scientists and students on science degree programmes, however little is known about how researchers at different career stages interact with and interpret scientific papers. To explore this, we conducted a survey of 260 undergraduate students and researchers in Biological Sciences at a research intensive UK university. Responses to Likert scale questions demonstrated increases in confidence and skill with reading the literature between individuals at each career stage, including between postdoctoral researchers and faculty academics. The survey indicated that individuals at different career stages valued different sections of scientific papers, and skill in reading the results section develops slowly over the course of an academic career. Inexperienced readers found the methods and results sections of research papers the most difficult to read, and undervalued the importance of the results section and critical interpretation of data. These data highlight a need for structured support with reading scientific literature at multiple career stages, and for senior academics to be aware that junior colleagues may prioritise their reading differently. We propose a model for the development of literature processing skills, and consider the need for training strategies to help inexperienced readers engage with primary literature, and therefore develop important skills that underpin scientific careers. We also encourage researchers to be mindful of language used when writing papers, and to be more inclusive of diverse audiences when disseminating their work. [ABSTRACT FROM AUTHOR]

Do highly productive researchers have significantly higher probability to produce top cited papers? Or do high productive researchers mainly produce a sea of irrelevant papers—in other words do we find a diminishing marginal result from productivity? The answer on these questions is important, as it may help to answer the question of whether the increased competition and increased use of indicators for research evaluation and accountability focus has perverse effects or not. We use a Swedish author disambiguated dataset consisting of 48.000 researchers and their WoS-publications during the period of 2008–2011 with citations until 2014 to investigate the relation between productivity and production of highly cited papers. As the analysis shows, quantity does make a difference. [ABSTRACT FROM AUTHOR]

The Semantic Link Network is a general semantic model for modeling the structure and the evolution of complex systems. Various semantic links play different roles in rendering the semantics of complex system. One of the basic semantic links represents cause-effect relation, which plays an important role in representation and understanding. This paper verifies the role of the Semantic Link Network in representing the core of text by investigating the contribution of cause-effect link to representing the core of scientific papers. Research carries out with the following steps: (1) Two propositions on the contribution of cause-effect link in rendering the core of paper are proposed and verified through a statistical survey, which shows that the sentences on cause-effect links cover about 65% of key words within each paper on average. (2) An algorithm based on syntactic patterns is designed for automatically extracting cause-effect link from scientific papers, which recalls about 70% of manually annotated cause-effect links on average, indicating that the result adapts to the scale of data sets. (3) The effects of cause-effect link on four schemes of incorporating cause-effect link into the existing instances of the Semantic Link Network for enhancing the summarization of scientific papers are investigated. The experiments show that the quality of the summaries is significantly improved, which verifies the role of semantic links. The significance of this research lies in two aspects: (1) it verifies that the Semantic Link Network connects the important concepts to render the core of text; and, (2) it provides an evidence for realizing content services such as summarization, recommendation and question answering based on the Semantic Link Network, and it can inspire relevant research on content computing. [ABSTRACT FROM AUTHOR]

The need to complete multiple tasks concurrently is a common occurrence both daily life and in occupational activities, which can often include simultaneous cognitive and physical demands. As one example, there is increasing availability of head-worn display technologies that can be employed when a user is mobile (e.g., while walking). This new method of information presentation may, however, introduce risks of adverse outcomes such as a decrement to gait performance. The goal of this study was thus to quantify the effects of a head-worn display (i.e., smart glasses) on motor variability during gait and to compare these effects with those of other common information displays (i.e., smartphone and paper-based system). Twenty participants completed four walking conditions, as a single task and in three dual-task conditions (three information displays). In the dual-task conditions, the information display was used to present several cognitive tasks. Three different measures were used to quantify variability in gait parameters for each walking condition (using the cycle-to-cycle standard deviation, sample entropy, and the “goal-equivalent manifold” approach). Our results indicated that participants used less adaptable gait strategies in dual-task walking using the paper-based system and smartphone conditions compared with single-task walking. Gait performance, however, was less affected during dual-task walking with the smart glasses. We conclude that the risk of an adverse gait event (e.g., a fall) in head-down walking conditions (i.e., the paper-based system and smartphone conditions) were higher than in single-task walking, and that head-worn displays might help reduce the risk of such events during dual-task gait conditions. [ABSTRACT FROM AUTHOR]

An editorial is presented which discusses the collaborative writing with multiple authors which has additional challenges including varied levels of engagement of coauthors, provision of fair credit through authorship or acknowledgements and acceptance of diversity of work styles. Also discussed are the 10 simple rules for collaboratively writing a multi-authored paper which include to build a writing team wisely; to create a data management plan and to jointly decide on authorship guidelines.

It is important to implement detection and assessment of plant diseases based on remotely sensed data for disease monitoring and control. Hyperspectral data of healthy leaves, leaves in incubation period and leaves in diseased period of wheat stripe rust and wheat leaf rust were collected under in-field conditions using a black-paper-based measuring method developed in this study. After data preprocessing, the models to identify the diseases were built using distinguished partial least squares (DPLS) and support vector machine (SVM), and the disease severity inversion models of stripe rust and the disease severity inversion models of leaf rust were built using quantitative partial least squares (QPLS) and support vector regression (SVR). All the models were validated by using leave-one-out cross validation and external validation. The diseases could be discriminated using both distinguished partial least squares and support vector machine with the accuracies of more than 99%. For each wheat rust, disease severity levels were accurately retrieved using both the optimal QPLS models and the optimal SVR models with the coefficients of determination (R2) of more than 0.90 and the root mean square errors (RMSE) of less than 0.15. The results demonstrated that identification and severity evaluation of stripe rust and leaf rust at the leaf level could be implemented based on the hyperspectral data acquired using the developed method. A scientific basis was provided for implementing disease monitoring by using aerial and space remote sensing technologies. [ABSTRACT FROM AUTHOR]

Objective: This study analyses the research output in India in neurosciences during the period 1999-2008 and the analyses included research growth, rank, global publications' share, citation impact, share of international collaborative papers and major collaborative partner countries and patterns of research communication in most productive journals. It also analyses the characteristics of most productive institutions, authors and high-cited papers. The publication output and impact of India is also compared with China, Brazil and South Korea. Materials and Methods: Scopus Citation database was used for retrieving the publications' output of India and other countries in neurosciences during 1999-2008. Results: India's global publications' share in neurosciences during the study period was 0.99% (with 4503 papers) and it ranked 21st among the top 26 countries in neurosciences. The average annual publication growth rate was 11.37%, shared 17.34% of international collaborative papers and the average citation per paper was 4.21. India was far behind China, Brazil and South Korea in terms of publication output, citation quality and share of international collaborative papers in neurosciences. Conclusion: India is far behind in terms of publication output, citation quality and share of international collaborative papers in neurosciences when compared to other countries with an emerging economy. There is an urgent need to substantially increase the research activities in the field of neurosciences in India. [ABSTRACT FROM AUTHOR]

This article is an instructive guide on how to write and publish a scientific article. It was inspired by a lecture given at the Medical University of Gdańsk by a distinguished professor. To further advance science, particularly in the currently emerging era of individualized medicine, the collaboration of researchers with a varied level of experience and from different areas of expertise is needed. It is vital to publish the results of research quickly and effectively. Knowing the basic mechanisms of writing and publishing will help to disseminate research results more effectively. [ABSTRACT FROM AUTHOR]

During the socialization process in family and school contexts, children display a wide variety of social behaviors with parents and peers. Yet the developmental trajectory, the predictors and outcomes, and the neural basis of those social behaviors are largely under-investigated. To address these problems, we invited experts in the field to submit their latest findings to tell this story. The current Special Issue is a collection of papers highlighting the complexity for various social behaviors, with a focus on the complex mechanisms that link social behaviors to child socio-emotional adjustment and mediating/moderating factors among the associations. Thirteen papers illustrate empirical work in the field, two papers present new methodological concerns, and one paper that provides a comprehensive review of the literature. [ABSTRACT FROM AUTHOR]

Recently, there have been intense debates within the mental health field regarding the validity of the current diagnostic system, how to best work with individuals in distress, and what constitutes "mental illness." Proponents of a more biologically focused psychiatry are calling for a shift from a system of many discrete mental disorders based on somewhat arbitrary lists of symptoms to one that focuses on differences in brain activity, brain structure, and/or soon-to-be-discovered biomarkers as the basis for diagnostic categorization. Several national and federally funded organizations throughout the world, including the National Institute of Mental Health in the United States, have publicly avowed to support technologies and research focused on discovering brain-based pathology at the explicit expense of studies examining psychosocial factors and preventative measures for human suffering. Although the motivation for this shift is understandable, it continues to rely on a disease model based on an implausible reductionist view of human nature and contradicts robust research findings. It is likely that this new research focus will not only fail to achieve the breakthroughs it aims for, it will also serve to entrench current flawed assumptions about emotional distress to the detriment of many. By focusing on a narrow, brain-based etiology of emotional suffering, crucial factors, such as poverty, violence, family disharmony, and discrimination are marginalized or ignored. The need for a more comprehensive approach is discussed. [ABSTRACT FROM AUTHOR]

Often deemed a 'black box' resistant to scientific examination, the human mind challenges empirical inquiry--particularly in subjective experiences like dreams. However, objective empirical measures can indeed be applied to such phenomena. While there has been notable progress in understanding human dreams, the domain of sleep and dreams in non-human animals remains less explored. This review paper addresses whether animals experience dreams and, if so, the nature of these dreams. To this end, it evaluates various research methodologies, including monitoring neural activity, replaying new memories, and analyzing dream-like behaviors. It also identifies crucial sleep patterns, such as Rapid Eye Movement (REM), Slow-wave (SW) sleep, and unihemispheric sleep, that play significant roles in dreaming. Furthermore, this study proposes a novel approach for deciphering animal dream content, specifically by investigating dreaming in octopuses. The paper concludes by examining atypical sleep patterns and deviations from everyday dream experiences. [ABSTRACT FROM AUTHOR]

Informed consent is the cornerstone of human research subject protection. Many subjects sign consent documents without understanding the study purpose, procedures, risks, benefits, and their rights. Proof of comprehension is not required and rarely obtained. Understanding might improve by using an interactive system with multiple options for hearing, viewing and reading about the study and the consent form at the subject’s own pace with testing and immediate feedback. This prospective randomized study compared the IRB-approved paper ICF for an actual clinical research study with an interactive presentation of the same study and its associated consent form using an iPad device in two populations: clinical research professionals, and patients drawn from a variety of outpatient practice settings. Of the 90 participants, 69 completed the online test and survey questions the day after the session (maximum 36 hours post-session). Among research professionals (n = 14), there was a trend (p  = .07) in the direction of iPad subjects testing better on the online test (mean correct  =  77%) compared with paper subjects (mean correct  =  57%). Among patients (n = 55), iPad subjects had significantly higher test scores than standard paper consent subjects (mean correct  =  75% vs 58%, p < .001). For all subjects, the total time spent reviewing the paper consent was 13.2 minutes, significantly less than the average of 22.7 minutes total on the three components to be reviewed using the iPad (introductory video, consent form, interactive quiz). Overall satisfaction and overall enjoyment slightly favored the interactive iPad presentation. This study demonstrates that combining an introductory video, standard consent language, and an interactive quiz on a tablet-based system improves comprehension of research study procedures and risks. [ABSTRACT FROM AUTHOR]

Journals devoted exclusively to brief communications or letters papers are common outlets for scientific authors, and many such serials have become famous in their fields. However, a pattern of making these “least publishable units” one's favorite form of publication is often regarded as an attempt to inflate artificially one's CV, by critics who consider longer, comprehensive published studies a more appropriate genre for serious science. Letters papers in letters journals have nonetheless historically been defended on grounds that they appear far more quickly in print after acceptance than do regular full-length articles, giving them a greater chance to be noticed and cited by the scientific community sooner. This article demonstrates that with the advent of e-publishing upon manuscript acceptance and ahead of print, the lag time between the appearance of a letters paper and a corresponding full-length article is diminishing to a matter of days, and arguments for or against letters papers and letters journals must be made on other grounds. [ABSTRACT FROM AUTHOR]

A growing portion of premedical curricula is being devoted to the study of physiological mechanisms underlying animal behavior. In the present article, I describe an activity centered around a classic Journal of Neurophysiology paper by Edward V. Evarts that lays the foundation for students to investigate common behavioral and physiological techniques used to study motor control in primates. Students will leave this activity being able to 1) critically assess behavioral, electromyographic, and single unit (extracellular) neurophysiological data typically acquired by behavioral neurophysiologists; 2) provide physiological evidence that the primate precentral gyrus (primary motor cortex) controls voluntary movements of the wrist; 3) intelligently discuss hypotheses concerning the role of the primary motor cortex in the generation of movement in mammalian species; and 4) discuss the ethical implications of using mammalian species as model organisms. The skills and background knowledge gained in this activity lay the platform for advanced study of scientific investigations into sensory, motor, and cognitive processes in undergraduate, graduate, or medical school curricula. [ABSTRACT FROM AUTHOR]

Basic color terms used in Mandarin Chinese have been controversial since first discussed by Berlin and Kay in 1969. Previous studies showed much inconsistency on what should be considered as basic color terms in Mandarin Chinese. In the present study, we investigated categories of color rather than merely the color terms used by Taiwanese native Mandarin speakers. Using samples conforming to the Berlin and Kay survey, various colors were chosen from a collection of Natural Color System (NCS) colored papers and mounted on a piece of neutral gray card. The card was then mounted on a touch-screen, under D65 illumination. Thirty-two single-character color related Mandarin terms were selected from a Chinese character database according to frequency of use. Participants were required to select the color sample that matched the term by pressing a virtual button on the touch screen. The results show that certain terms can be directly correlated to basic color terms in English, comparable with the results of Berlin and Kay’s original study and those that followed. However, some terms, such as Mo (墨 ink), Tie (鐵 iron), and Cai (菜vegetable), show a wide spread of term maps and inconsistent use among subjects. Principle component analysis (PCA) procedures were used to analysis the commodity of data among subjects. The findings suggest that the basic color categories among Mandarin Chinese speakers are similar to those found in the World Color Survey (WCS), but are represented by wide-spread and inconsistent color terms among speakers. [ABSTRACT FROM AUTHOR]

Objective: The purpose of this study is to analyse Iranian scientific publications in the neuroscience subfields by librarians and neuroscientists, using Science Citation Index Expanded (SCIE) via Web of Science data over the period, 2002-2008. Methods: Data were retrieved from the SCIE. Data were collected from the 'subject area' of the database and classified by neuroscience experts into 14 subfields. To identify the citation patterns, we applied the 'impact factor' and the 'number of publication'. Data were also analysed using HISTCITE, Excel 2007 and SPSS. Results: Seven hundred and thirty-four papers have been published by Iranian between 2002 and 2008. Findings showed a growing trend of neuroscience papers in the last 3 years with most papers (264) classified in the neuropharmacology subfield. There were fewer papers in neurohistory, psychopharmacology and artificial intelligence. International contributions of authors were mostly in the neurology subfield, and 'Collaboration Coefficient' for the neuroscience subfields in Iran was 0.686 which is acceptable. Most international collaboration between Iranians and developed countries was from USA. Eighty-seven percent of the published papers were in journals with the impact factor between 0 and 4; 25% of papers were published by the researchers affiliated to Tehran University of Medical Sciences. Conclusion: Progress of neuroscience in Iran is mostly seen in the neuropharmacology and the neurology subfields. Other subfields should also be considered as a research priority by health policymakers. As this study was carried out by the collaboration of librarians and neuroscientists, it has been proved valuable for both librarians and policymakers. This study may be encouraging for librarians from other developing countries. [ABSTRACT FROM AUTHOR]

In a huge collaborative effort, millions of cells in the mouse brain have been mapped in detail. Two scientists examine the resulting wealth of insights into gene regulation in brain cells, neuronal connections and how our own brains evolved.Transcriptomic and epigenomic data from millions of mouse brain cells. [ABSTRACT FROM AUTHOR]

Background: Circadian rhythms are important for all aspects of biology; virtually every aspect of biological function varies according to time of day. Although this is well known, variation across the day is also often ignored in the design and reporting of research. For this review, we analyzed the top 50 cited papers across 10 major domains of the biological sciences in the calendar year 2015. We repeated this analysis for the year 2019, hypothesizing that the awarding of a Nobel Prize in 2017 for achievements in the field of circadian biology would highlight the importance of circadian rhythms for scientists across many disciplines, and improve time-of-day reporting. Results: Our analyses of these 1000 empirical papers, however, revealed that most failed to include sufficient temporal details when describing experimental methods and that few systematic differences in time-of-day reporting existed between 2015 and 2019. Overall, only 6.1% of reports included time-of-day information about experimental measures and manipulations sufficient to permit replication. Conclusions: Circadian rhythms are a defining feature of biological systems, and knowing when in the circadian day these systems are evaluated is fundamentally important information. Failing to account for time of day hampers reproducibility across laboratories, complicates interpretation of results, and reduces the value of data based predominantly on nocturnal animals when extrapolating to diurnal humans. [ABSTRACT FROM AUTHOR]

The challenge of detecting research topics in a specific research field has attracted attention from researchers in the bibliometrics community. In this study, to solve two problems of clustering papers, i.e., the influence of different distributions of citation links and involved textual features on similarity computation, the authors propose a hybrid self-optimized clustering model to detect research topics by extending the hybrid clustering model to identify “core documents”. First, the Amsler network, consisting of bibliographic coupling and co-citation links, is created to calculate the citation-based similarity based on the cosine angle of papers. Second, the cosine similarity is also used to compute the text-based similarity, which consists of the textual statistical and topological features. Then, the cosine angle of the linear combination of citation- and text-based similarity is considered as the hybrid similarity. Finally, the Louvain method is applied to cluster papers, and the terms based on term frequency are used to label clusters. To test the performance of the proposed model, a dataset related to the data envelopment analysis field is used for comparison and analysis of clustering results. Based on the benchmark built, different clustering methods with different citation links or textual features are compared according to evaluation measures. The results show that the proposed model can obtain reasonable and effective clustering results, and the research topics of data envelopment analysis field are also analyzed based on the proposed model. As different features are considered in the proposed model compared with previous hybrid clustering models, the proposed clustering model can provide inspiration for further studies on topic identification by other researchers. [ABSTRACT FROM AUTHOR]

This paper presents arguments and evidence from psychology and neuroscience supporting Lipton's 2004 claim that scientists create knowledge through an abductive process that he calls "Inference to the Best Explanation". The paper develops two conclusions. Conclusion 1 is that without conscious effort on our part, our brains use a process very similar to abduction as a powerful way of interpreting sensory information. To support Conclusion 1, evidence from psychology and neuroscience is presented that suggests that what we humans perceive through our senses is not reality, but rather, our 'brain's "best guess" of the causes of its sensory input. The implication of this best guessing is that our brains use a process very similar to abduction throughout our lives to inform us of what is happening in the world around us. In addition, an argument based on Darwinian evolution is presented claiming that our brains do an excellent job of interpreting sensory information from the outside world. (If they did not, we, as a species, could hardly have survived.) Combining these two claims leads to Conclusion 1. Building on Conclusion 1, Conclusion 2 is that Lipton and others are correct in claiming that scientists use abduction when creating scientific theories. Abduction must be strong, because Nature chose abduction for its own sensemaking purposes. This paper's contribution to knowledge is in pointing out that recent psychological and neuroscientific research has major implications for the philosophical world's confidence in the probable validity of abductive inference. The punchline is simple: Nature chose abduction! [ABSTRACT FROM AUTHOR]

Background: Impairments in social cognition have been described in several psychiatric and neurological disorders. Given the importance of the relationship between social cognition and functioning and quality of life in these disorders, there is a growing interest in social cognition remediation interventions. The aim of this study was to carry out a systematic mapping review to describe the state of the art in social cognition training and remediation interventions. Methods: Publications from 2006 to 2016 on social cognition interventions were reviewed in four databases: Scopus, PsycINFO, PubMed and Embase. From the initial result set of 3229 publications, a final total of 241 publications were selected. Results: The study revealed an increasing interest in social cognition remediation interventions, especially in the fields of psychiatry and psychology, with a gradual growth in the number of publications. These were frequently published in high impact factor journals and underpinned by robust scientific evidence. Most studies were conducted on schizophrenia, followed by autism spectrum disorders. Theory of mind and emotional processing were the focus of most interventions, whilst a limited number of studies addressed attributional bias and social perception. Targeted interventions in social cognition were the most frequent practice in the selected papers, followed by non-specific treatment interventions and broad-based interventions. Conclusions: Research in social cognition remediation interventions is growing. Further studies are needed on attributional bias and social perception remediation programs, while the comparative efficacy of different interventions also remains unclear. [ABSTRACT FROM AUTHOR]

Consistent with the Journal of Clinical Sport Psychology's mission, the current special issue on psychophysiology and neuroscience in sport has brought together a variety of timely papers exploring the relationship between physiological processes and both sport performance and personal well-being. These final thoughts observe patterns noted among the papers in this issue, highlight future research directions, and most importantly, clarify where this emerging technology and its associated procedures currently stand in the evidence-based practice of clinical sport psychology. [ABSTRACT FROM AUTHOR]

Superficial temporal artery (STA) to middle cerebral artery (MCA) bypass, also referred to as STA-MCA bypass, is a direct revascularisation treatment for moyamoya disease. Moyamoya disease is a rare cerebrovascular condition characterised by progressive narrowing of the distal segments of the internal carotid arteries. Untreated, this may cause varied and progressive symptoms for patients, with a significantly increased risk of stroke annually. STA-MCA bypass is performed several times a year at Royal North Shore Hospital by specialist cerebrovascular neurosurgeons. This is a quaternary service with patient referrals received from throughout Australia. This paper will provide an overview of moyamoya, the surgical treatment and nursing care. The pre- and post-procedure nursing care for these patients is paramount, including perioperative blood pressure management, neurological assessment and wound care. The paper will also explore a case study of a patient who underwent a STA-MCA bypass, highlighting the value of specialised neuroscience nursing care, and additional considerations when managing patients living at a distance from the local health district. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this paper is to explore the prospect of using neurophenomenology to understand, design and test phygital consumer experiences. It aims to clarify interpretivist approaches to consumer neuroscience, wherein theoretical models of individual phenomenology can be combined with modern neuroimaging techniques to detect and interpret the first-person accounts of phygital experiences. Design/methodology/approach: The argument is conceptual in nature, building its position through synthesizing insights from phenomenology, phygital marketing, theoretical neuroscience and other related fields. Findings: Ultimately, the paper presents the argument that interpretivist neuroscience in general, and neurophenomenology specifically, provides a valuable new perspective on phygital marketing experiences. In particular, we argue that the approach to studying first-personal experiences within the phygital domain can be significantly refined by adopting this perspective. Research limitations/implications: One of the primary goals of this paper is to stimulate a novel approach to interpretivist phygital research, and in doing so, provide a foundation by which the impact of phygital interventions can be empirically tested through neuroscience, and through which future research into this topic can be developed. As such, the success of such an approach is yet untested. Originality/value: Phygital marketing is distinguished by its focus on the quality of subjective first-personal consumer experiences, but few papers to date have explored how neuroscience can be used as a tool for exploring these inner landscapes. This paper addresses this lacuna by providing a novel perspective on "interpretivist neuroscience" and proposes ways that current neuroscientific models can be used as a practical methodology for addressing these questions. [ABSTRACT FROM AUTHOR]