An ethnographic analysis of consumer information processing and decision-making at farmers’ markets

Purpose Farmers’ markets have grown rapidly in recent years and at the same time consumers increasingly desire to eat healthfully and sustainably. This research aims to analyze the way consumers process information regarding local food claims such as sustainability and organics when shopping for local foods at farmers’ markets. Design/methodology/approach This research uses ethnographic methods that included interviews with 36 participants, more than 100 hours of participant observation and prolonged engagement over a two and half-year period. Findings The findings indicate that there are two dominant types of consumers at the farmers’ market, hedonistic and utilitarian consumers. Hedonistic consumers rely on heuristic cues such as aesthetics, their relationship with the farmer and other peripheral sources of information when making purchase decisions. Utilitarian consumers, by contrast, carefully analyze marketing messages using central route cues and tend to be more conscious of their purchase choices. Practical implications This study will help farmers more effectively position their marketing messages and help consumers be aware how they process information in this space. Originality/value Unlike previous studies of consumer behavior at farmers’ markets that primarily use survey methods, this study uses observational and ethnographic methods to capture in situ interactions in this complex buying context. Further, while much work has been done on broad concepts of local food and organic preferences, this study provides a more in-depth look at consumer information processing in the farmers’ market space that reflects a mixture of organic and non-organic food.

Multisensory Integration: Is Medial Prefrontal Cortex Signaling Relevant for the Treatment of Higher-Order Visual Dysfunctions?

In the mammalian brain, information processing in sensory modalities and global mechanisms of multisensory integration facilitate perception. Emerging experimental evidence suggests that the contribution of multisensory integration to sensory perception is far more complex than previously expected. Here we revise how associative areas such as the prefrontal cortex, which receive and integrate inputs from diverse sensory modalities, can affect information processing in unisensory systems via processes of down-stream signaling. We focus our attention on the influence of the medial prefrontal cortex on the processing of information in the visual system and whether this phenomenon can be clinically used to treat higher-order visual dysfunctions. We propose that non-invasive and multisensory stimulation strategies such as environmental enrichment and/or attention-related tasks could be of clinical relevance to fight cerebral visual impairment.

Serendipity: an interesting word

Recently, I had a chance to work on a project about the serendipity concept using the Mindsponge information processing and 3D creativity making frameworks. Personally, I think that serendipity is an interesting word due to not only its intrinsic values but also discoveries and ideas related to serendipitous moments that I can observe around me.

A whole-cell recording database of neuromodulatory action in the adult neocortex

Background: The recent release of two large intracellular electrophysiological databases now allows high-dimensional systematic analysis of mechanisms of information processing in the neocortex. Here, to complement these efforts, we introduce a freely and publicly available database that provides a comparative insight into the role of various neuromodulatory transmitters in controlling neural information processing. Findings: A database of in vitro whole-cell patch-clamp recordings from primary somatosensory and motor cortices (layers 2/3) of the adult mice (2-15 months old) from both sexes is introduced. A total of 464 current-clamp experiments from identified excitatory and inhibitory neurons are provided. Experiments include recordings with (i) Step-and-Hold protocol during which the current was transiently held at 10 steps, gradually increasing in amplitude, (ii) 'Frozen Noise' injections that model the amplitude and time-varying nature of synaptic inputs to a neuron in biological networks. All experiments follow a within neuron across drug design which includes a vehicle control and a modulation of one of the following targets in the same neuron: dopamine and its receptors D1R, D2R, serotonin 5HT1f receptor, norepinephrine Alpha1, and acetylcholine M1 receptors. Conclusions: This dataset is the first to provide a systematic and comparative insight into the role of the selected neuromodulators in controlling cellular excitability. The data will help to mechanistically address how bottom-up information processing can be modulated, providing a reference for studying neural coding characteristics and revealing the contribution of neuromodulation to information processing.