O estabelecimento das memórias de longo prazo requer uma efetiva comunicação do hipocampo com o neocortex. Um mecanismo plausível envolvido na comunicação neuronal e na plasticidade sináptica é a sincronização da atividade elétrica cerebral na frequência teta. Estudos recentes mostraram que a sincronização entre os ritmos teta do hipocampo e do córtex pré-frontal aumenta durante a evocação das memórias aversivas e diminui após a extinção do aprendizado. Entretanto, outros ritmos cerebrais, como as ondas delta, também estão envolvidos nas respostas comportamentais do medo e nos processos de memória. Desta forma, o ritmo teta, que já foi bastante estudado pelo seu papel no aprendizado e na memória, e o ritmo delta, por seu envolvimento no ciclo sono-vigília, foram investigados considerando a relação causal entre eles. Ainda não está bem estabelecido como os ritmos delta e teta podem juntos contribuir nos processos cognitivos ou como os ritmos do hipocampo podem influenciar ou receber influencias da atividade cortical. Neste trabalho foi investigada a contribuição dos ritmos delta e teta em função do estado comportamental (vigília ativa ou congelamento) e do tipo de memória evocada (recente ou remota). Além disso, foi realizada uma análise de sincronia de fase para inferir a dinâmica da atividade elétrica entre o córtex pré-frontal medial, o hipocampo e o córtex visual durante a evocação das memórias de medo. Para tanto, os animais foram treinados e testados numa tarefa de condicionamento de medo ao contexto. Neste tipo de condicionamento, o animal aprende a estabelecer uma associação entre um determinado contexto (caixa de condicionamento) e um evento aversivo (choque elétrico nas patas) que ocorreu neste contexto. Quando o animal foi reintroduzido na caixa de condicionamento, o mesmo exibiu uma série de respostas condicionadas incluindo a reação de congelamento. Os resultados mostraram que os ritmos delta e teta estão relacionados de forma específica às respostas comportamentais de medo e de evocação das memórias recente e remota. Observou-se no espectro de potências uma maior contribuição do ritmo teta durante a vigília exploratória, diminuindo durante o congelamento. Neste último, os ratos apresentaram um robusto aumento da contribuição do ritmo delta. Além disso, a medida de causalidade mostrou ser dependente do estado comportamental do animal. Finalmente, um aumento da sincronia entre o hipocampo e o córtex pré-frontal foi evidenciado durante a evocação de memória recente, contraposta à diminuição durante a evocação da memória remota. Estes resultados indicam que a sincronização da atividade elétrica cerebral pode refletir uma facilitação na comunicação neuronal / The establishment of long-term memories requires effective communication of the hippocampus to the neocortex. Electrophysiological activities between hippocampus and prefrontal cortex have shown higher theta synchronization during retrieval of aversive memories and lower during extinction learning. While theta activity is more differently related to learning and memory, delta waves have been more discussed in the context of sleep or \"offline\" states. Few studies have investigated delta waves during \"on-line\" states (such as task-relevant situations) and the contribution of these rhythms to memory storage remains unclear. We recorded electrophysiological data to study the contributions of delta and theta waves in cortico-hippocampal system of rats underwent to contextual fear conditioning. Our experiment consisted of environmental pre-exposition, training with electrical footshocks, and recent/remote memory tests. Two groups of rats were tested one or eighteen days post training for recent or remote memory, respectively. Local field potential time series of two behavioral states were sampled: active exploration and freezing. The results showed that theta and delta rhythms play an important role in behavioral responses and memory processing. They are related to fear recall and their contribution depend on the recent or remote memory. Additionally, using an order parameter we show that theta contribution is strongly pronounced in active exploration, decreasing during freezing. In the latter, the rats presented pronounced delta waves in freezing. Moreover, a behavioral-dependent causality measure showed an increase of theta influence in delta rhythms, resulting in a theta slowing in aversive memory retrieval. Finally, we show an increased synchrony between hippocampus and prefrontal cortex during recall of recent memory, but a decreased synchrony in remote memory. We proposed that synchronized activity may facilitate the communication of information and once the memories are established in the neocortex, the synchronization decreases, and recalling them becomes more independent of the hippocampus. We proposed that delta-theta oscillations of the hippocampus over neocortical areas reflect information processing during aversive memory retrieval

The purpose of this thesis is to prove that despite consumers' impression that they are alone in deciding their consumption decision they are wrong. Consumers are manipulated on various levels by marketers. It is the marketer who decides what consumer identities should be created. Consumers are persuaded by marketers on different levels beginning with consumers' needs. Marketers begin by appealing to consumer drives, motivations and emotions to persuade their consumers to purchase their brand. On a more in-depth level marketers manipulate consumers by using a variety of human behaviour learning strategies to sway consumers' purchasing decisions. In addition, marketers use various environmental and social-environmental influences to control their consumers. Lastly, a practical example illustrating the multinational corporation Nike is used, to prove that marketers are aware of these different methods and use them to manipulate consumers. In the end of this paper it is very obvious that consumers are easily persuade by marketers. A consumer is only the puppet while the marketer is the puppet string master.

Conditioning theory and research have contributed substantially to a more complete understanding of a variety of social processes including attitude formation, consumer behavior, and interpersonal attraction. The goal of this thesis was to illuminate further another frequently investigated social process, voting behavior.

Neural activity in dopaminergic areas such as the ventral tegmental area is influenced by timing processes, in particular by the temporal expectation of rewards during Pavlovian conditioning. Receipt of a reward at the expected time allows to compute reward-prediction errors which can drive learning in motor or cognitive structures. Reciprocally, dopamine plays an important role in the timing of external events. Several models of the dopaminergic system exist, but the substrate of temporal learning is rather unclear. In this article, we propose a neuro-computational model of the afferent network to the ventral tegmental area, including the lateral hypothalamus, the pedunculopontine nucleus, the amygdala, the ventromedial prefrontal cortex, the ventral basal ganglia (including the nucleus accumbens and the ventral pallidum), as well as the lateral habenula and the rostromedial tegmental nucleus. Based on a plausible connectivity and realistic learning rules, this neuro-computational model reproduces several experimental observations, such as the progressive cancelation of dopaminergic bursts at reward delivery, the appearance of bursts at the onset of reward-predicting cues or the influence of reward magnitude on activity in the amygdala and ventral tegmental area. While associative learning occurs primarily in the amygdala, learning of the temporal relationship between the cue and the associated reward is implemented as a dopamine-modulated coincidence detection mechanism in the nucleus accumbens.