OOH digital: grandes formatos geram 5x mais atenção Pesquisa mostra que grandes formatos digitais no OOH geram 5x mais atenção, lembrança de marca e influência de compra.

Estudo mostra que grandes formatos digitais no OOH geram até 5x mais atenção que os convencionais
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Short axon cells of the olfactory bulb dynamically filter olfactory sensory input during attention and after learning. As mice learn to discriminate odors (left), providing a cue before presenting odors (top) improves performance by recruiting cholinergic signaling from the basal forebrain (ACh, blue) to inhibit short axon cells (SAC, magenta) which, in turn, disinhibits olfactory sensory neuron (OSN, green and orange) axon terminals in olfactory bulb glomeruli (dashed circles), and increases their signaling onto mitral and tufted cells (MTCs, gray). After learning (right), SACs remodel to make stronger contacts with reward-associated OSNs (top) and cholinergic signaling is disengaged during the cued period before odor presentations. Cholinergic signaling, however, is strongly recruited during presentations of the reward-associated odor (bottom), allowing disinhibition of reward-linked odor signaling from OSNs to MTCs.

This Primer explores two @plosbiology.org studies that reveal how short axon cells in the #OlfactoryBulb integrate #cholinergic input from the basal #forebrain to dynamically regulate #olfactory input 🧪Papers: plos.io/4pvost3 plos.io/3VnO1hT Primer: plos.io/3Ivzcqy

Short axon cells of the olfactory bulb dynamically filter olfactory sensory input during attention and after learning. As mice learn to discriminate odors (left), providing a cue before presenting odors (top) improves performance by recruiting cholinergic signaling from the basal forebrain (ACh, blue) to inhibit short axon cells (SAC, magenta) which, in turn, disinhibits olfactory sensory neuron (OSN, green and orange) axon terminals in olfactory bulb glomeruli (dashed circles), and increases their signaling onto mitral and tufted cells (MTCs, gray). After learning (right), SACs remodel to make stronger contacts with reward-associated OSNs (top) and cholinergic signaling is disengaged during the cued period before odor presentations. Cholinergic signaling, however, is strongly recruited during presentations of the reward-associated odor (bottom), allowing disinhibition of reward-linked odor signaling from OSNs to MTCs.

This Primer explores two @plosbiology.org studies that reveal how short axon cells in the #OlfactoryBulb integrate #cholinergic input from the basal #forebrain to dynamically regulate #olfactory input 🧪Papers: plos.io/4pvost3 plos.io/3VnO1hT Primer: plos.io/3Ivzcqy

Short axon cells of the olfactory bulb dynamically filter olfactory sensory input during attention and after learning. As mice learn to discriminate odors (left), providing a cue before presenting odors (top) improves performance by recruiting cholinergic signaling from the basal forebrain (ACh, blue) to inhibit short axon cells (SAC, magenta) which, in turn, disinhibits olfactory sensory neuron (OSN, green and orange) axon terminals in olfactory bulb glomeruli (dashed circles), and increases their signaling onto mitral and tufted cells (MTCs, gray). After learning (right), SACs remodel to make stronger contacts with reward-associated OSNs (top) and cholinergic signaling is disengaged during the cued period before odor presentations. Cholinergic signaling, however, is strongly recruited during presentations of the reward-associated odor (bottom), allowing disinhibition of reward-linked odor signaling from OSNs to MTCs.

This Primer explores two @plosbiology.org studies that reveal how short axon cells in the #OlfactoryBulb integrate #cholinergic input from the basal #forebrain to dynamically regulate #olfactory input 🧪Papers: plos.io/4pvost3 plos.io/3VnO1hT Primer: plos.io/3Ivzcqy

Cholinergic modulation of olfactory bulb circuits during odor exposure and discriminative learning. Top left: Schematic of basal forebrain cholinergic projections from the HDB to the OB. In the right panel, major cell types are labeled. Within the glomerular layer, excitatory OSN axons innervate the MTCs, as well as inhibitory SACs and granule cells. Cholinergic input (ChAT-positive; maroon) innervates multiple cell types. Cholinergic input to the SACs is highlighted. Top right: Circuit diagram showing SAC-mediated inhibition of OSN input. SACs express tyrosine hydroxylase (TH), glutamate decarboxylase 1 (GAD1), and muscarinic receptor CHRM2. Cholinergic input from the HDB acts on SACs to regulate inhibition of sensory input. Bottom: Cholinergic–SAC interactions under different learning conditions. (i) Passive exposure: Cholinergic input modestly recruits SAC activity, with increased TH expression, broadly modulating OSN input. (ii) Discriminative learning: In the naïve state, SAC connectivity and cholinergic modulation are uniform across glomeruli. After training (CS+ vs. CS− discrimination), SAC molecular markers (TH, CHRM2) are upregulated selectively in CS+ associated glomeruli, enhancing cholinergic modulation and reciprocal inhibition to the OSNs. For rewarded odor, cholinergic input strongly inhibits SACs and disinhibits OSN–MTC pathways, amplifying CS+ responses. In the punished condition, SAC-mediated inhibition is maintained for CS− glomeruli, suppressing responses.

#DiscriminativeLearning enhances #sensory contrast for rapid, accurate decisions, but how? This study describes a sensory- #forebrain circuit centered on #dopaminergic short axon cells in the mouse #olfactory bulb, which refines sensory input during learning @plosbiology.org 🧪 plos.io/4pvost3

Modeling plasticity dependent selective attention. Schematic of the glomerular network model incorporating leaky-integrate-and-fire (LIF) neurons to simulate odor-driven activity and cholinergic modulation in the olfactory bulb. (i) Diagram showing selective activation of a subset of excitatory olfactory sensory neurons (OSNs, circles) by conditioned stimuli (CS+ or CS−). OSNs form reciprocal connections with inhibitory short axon cells (SACs, small circles with connections). CS+ trials (blue) selectively activate a specific OSN-SAC ensemble, while CS− trials (brown) activate a different subset. Network wiring enables targeted modulation of specific glomeruli based on stimulus identity. (ii) Valence-dependent synaptic changes within the OSN-SAC microcircuit. Differential cholinergic input (blue arrow for CS+, brown arrow for CS−) modulates SAC inhibition, shaping OSN-SAC connectivity via a Hebbian learning rule. Increased inhibition of SACs during CS+ trials promotes disinhibition of OSNs, enhancing their activity, while reduced inhibition during CS− trials maintains higher SAC-mediated suppression, thereby reducing bottom–up activation of SACs. (iii) Global cholinergic input simulating attention exerts uniform inhibition onto SACs across glomeruli. The functional impact is shaped by differential connectivity: SACs which have stronger inhibitory connections to OSNs, are more strongly suppressed by the same cholinergic signal, effectively biasing glomerular responses during attentive states.

Animals can use cues to initiate task preparation and amplify relevant #sensory input, but how? This study describes a circuit whereby an attentional cue triggers #cholinergic #forebrain activity, enhancing #olfactory responses (deactivated upon task-proficiency) @plosbiology.org 🧪 plos.io/3VnO1hT

Cholinergic modulation of olfactory bulb circuits during odor exposure and discriminative learning. Top left: Schematic of basal forebrain cholinergic projections from the HDB to the OB. In the right panel, major cell types are labeled. Within the glomerular layer, excitatory OSN axons innervate the MTCs, as well as inhibitory SACs and granule cells. Cholinergic input (ChAT-positive; maroon) innervates multiple cell types. Cholinergic input to the SACs is highlighted. Top right: Circuit diagram showing SAC-mediated inhibition of OSN input. SACs express tyrosine hydroxylase (TH), glutamate decarboxylase 1 (GAD1), and muscarinic receptor CHRM2. Cholinergic input from the HDB acts on SACs to regulate inhibition of sensory input. Bottom: Cholinergic–SAC interactions under different learning conditions. (i) Passive exposure: Cholinergic input modestly recruits SAC activity, with increased TH expression, broadly modulating OSN input. (ii) Discriminative learning: In the naïve state, SAC connectivity and cholinergic modulation are uniform across glomeruli. After training (CS+ vs. CS− discrimination), SAC molecular markers (TH, CHRM2) are upregulated selectively in CS+ associated glomeruli, enhancing cholinergic modulation and reciprocal inhibition to the OSNs. For rewarded odor, cholinergic input strongly inhibits SACs and disinhibits OSN–MTC pathways, amplifying CS+ responses. In the punished condition, SAC-mediated inhibition is maintained for CS− glomeruli, suppressing responses.

#DiscriminativeLearning enhances #sensory contrast for rapid, accurate decisions, but how? This study describes a sensory- #forebrain circuit centered on #dopaminergic short axon cells in the mouse #olfactory bulb, which refines sensory input during learning @plosbiology.org 🧪 plos.io/4pvost3

Modeling plasticity dependent selective attention. Schematic of the glomerular network model incorporating leaky-integrate-and-fire (LIF) neurons to simulate odor-driven activity and cholinergic modulation in the olfactory bulb. (i) Diagram showing selective activation of a subset of excitatory olfactory sensory neurons (OSNs, circles) by conditioned stimuli (CS+ or CS−). OSNs form reciprocal connections with inhibitory short axon cells (SACs, small circles with connections). CS+ trials (blue) selectively activate a specific OSN-SAC ensemble, while CS− trials (brown) activate a different subset. Network wiring enables targeted modulation of specific glomeruli based on stimulus identity. (ii) Valence-dependent synaptic changes within the OSN-SAC microcircuit. Differential cholinergic input (blue arrow for CS+, brown arrow for CS−) modulates SAC inhibition, shaping OSN-SAC connectivity via a Hebbian learning rule. Increased inhibition of SACs during CS+ trials promotes disinhibition of OSNs, enhancing their activity, while reduced inhibition during CS− trials maintains higher SAC-mediated suppression, thereby reducing bottom–up activation of SACs. (iii) Global cholinergic input simulating attention exerts uniform inhibition onto SACs across glomeruli. The functional impact is shaped by differential connectivity: SACs which have stronger inhibitory connections to OSNs, are more strongly suppressed by the same cholinergic signal, effectively biasing glomerular responses during attentive states.

Animals can use cues to initiate task preparation and amplify relevant #sensory input, but how? This study describes a circuit whereby an attentional cue triggers #cholinergic #forebrain activity, enhancing #olfactory responses (deactivated upon task-proficiency) @plosbiology.org 🧪 plos.io/3VnO1hT

Cholinergic modulation of olfactory bulb circuits during odor exposure and discriminative learning. Top left: Schematic of basal forebrain cholinergic projections from the HDB to the OB. In the right panel, major cell types are labeled. Within the glomerular layer, excitatory OSN axons innervate the MTCs, as well as inhibitory SACs and granule cells. Cholinergic input (ChAT-positive; maroon) innervates multiple cell types. Cholinergic input to the SACs is highlighted. Top right: Circuit diagram showing SAC-mediated inhibition of OSN input. SACs express tyrosine hydroxylase (TH), glutamate decarboxylase 1 (GAD1), and muscarinic receptor CHRM2. Cholinergic input from the HDB acts on SACs to regulate inhibition of sensory input. Bottom: Cholinergic–SAC interactions under different learning conditions. (i) Passive exposure: Cholinergic input modestly recruits SAC activity, with increased TH expression, broadly modulating OSN input. (ii) Discriminative learning: In the naïve state, SAC connectivity and cholinergic modulation are uniform across glomeruli. After training (CS+ vs. CS− discrimination), SAC molecular markers (TH, CHRM2) are upregulated selectively in CS+ associated glomeruli, enhancing cholinergic modulation and reciprocal inhibition to the OSNs. For rewarded odor, cholinergic input strongly inhibits SACs and disinhibits OSN–MTC pathways, amplifying CS+ responses. In the punished condition, SAC-mediated inhibition is maintained for CS− glomeruli, suppressing responses.

#DiscriminativeLearning enhances #sensory contrast for rapid, accurate decisions, but how? This study describes a sensory- #forebrain circuit centered on #dopaminergic short axon cells in the mouse #olfactory bulb, which refines sensory input during learning @plosbiology.org 🧪 plos.io/4pvost3

Modeling plasticity dependent selective attention. Schematic of the glomerular network model incorporating leaky-integrate-and-fire (LIF) neurons to simulate odor-driven activity and cholinergic modulation in the olfactory bulb. (i) Diagram showing selective activation of a subset of excitatory olfactory sensory neurons (OSNs, circles) by conditioned stimuli (CS+ or CS−). OSNs form reciprocal connections with inhibitory short axon cells (SACs, small circles with connections). CS+ trials (blue) selectively activate a specific OSN-SAC ensemble, while CS− trials (brown) activate a different subset. Network wiring enables targeted modulation of specific glomeruli based on stimulus identity. (ii) Valence-dependent synaptic changes within the OSN-SAC microcircuit. Differential cholinergic input (blue arrow for CS+, brown arrow for CS−) modulates SAC inhibition, shaping OSN-SAC connectivity via a Hebbian learning rule. Increased inhibition of SACs during CS+ trials promotes disinhibition of OSNs, enhancing their activity, while reduced inhibition during CS− trials maintains higher SAC-mediated suppression, thereby reducing bottom–up activation of SACs. (iii) Global cholinergic input simulating attention exerts uniform inhibition onto SACs across glomeruli. The functional impact is shaped by differential connectivity: SACs which have stronger inhibitory connections to OSNs, are more strongly suppressed by the same cholinergic signal, effectively biasing glomerular responses during attentive states.

Animals can use cues to initiate task preparation and amplify relevant #sensory input, but how? This study describes a circuit whereby an attentional cue triggers #cholinergic #forebrain activity, enhancing #olfactory responses (deactivated upon task-proficiency) @plosbiology.org 🧪 plos.io/3VnO1hT

Regional differences in progenitor metabolism shape brain growth during development Mammals have particularly large forebrains compared with other brain parts, yet the developmental mechanisms underlying this regional expansion remain…

Regional differences in progenitor metabolism shape brain growth during development

#brain #forebrain #hindbrain #neocortex #development #mitochondria #singlecell 🧪

www.sciencedirect.com/science/arti...

An ancient apical patterning system sets the position of the forebrain in chordates A conserved Wnt-regulated molecular signature sets forebrain position and identity in chordates.

For my first post on 🦋, I am incredibly excited to share that my PhD paper has been published in #ScienceAdvances!

We compared the development of the anterior neuroectoderm to uncover how the chordate #forebrain evolved 🧠. Have a look at the summary 🧵 below!

www.science.org/doi/10.1126/...