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Medicalsciences THE MALAYSIAN JOURNAL OF MedicalSciences Volume 17, No. 2, 2010 ISSN 13-94-195X | e-ISSN 2180-4303 Penerbit Universiti Sains Malaysia Abstracts are indexed in: and 21 other international and Malaysian database Editorial Editor Jafri Malin Abdullah Assistant Editor Irfan Mohamad Production Editor Wan Ilma Dewiputri Wan Burhanuddin Editorial Board Members Zabidi Azhar Mohd. Hussin, Paediatric Sciences Zainul Fadziruddin Zainuddin, Medical Biotechnology Ab. Rani Samsuddin, Dental Sciences Wan Mohamad Wan Bebakar, Endocrinological Sciences Asma Ismail, Medical Biotechnology Rusli Nordin, Community Medicine Gregory Y.H Lip, Cardiovascular Medicine Mohd. Razali Salleh, Psychological Medicine Harbindarjeet Singh, Physiology Rogayah Ja’afar, Medical Education Syed Hatim Noor, Statistical Editor Rahmah Nordin, Parasitology Steven Frank Morris, Surgical Sciences Azlisham Mohd. Nor, Cerebrovascular Sciences Alister Craig, Tropical Medicine Armando Acosta, Vaccinology Bello B. Shehu, Surgical Sciences Maria Elena Sarmiento, Tropical Molecular Medicine Saxby Pridmore, Psychiatry Advisory Board Members Khairul Anuar Abdullah, Malaysia Pratap Chand, USA Mustaffa Embong, Malaysia Mafauzy Mohamed, Malaysia Tatsuo Yamakawa, Japan David H Lawson, United Kingdom Clive S. Cockram, Hong Kong Brendan Gerard Loftus, Ireland Shunichi Araki, Japan Timothy M.E. Davis, Australia Kam Chak Wah, Hong Kong Aw Tar Choon, Singapore Production Wan Ilma Dewiputri Wan Burhanuddin Dahlia Abdul Latiff Siti Nor Qamariah Ismail Santi Jafar Publisher PENERBIT UNIVERSITI SAINS MALAYSIA Bangunan D34, Universiti Sains Malaysia 11800 USM, Pulau Pinang © Penerbit Universiti Sains Malaysia, 2010 Opinions expressed in the articles are those of the authors and do not necessarily reflect the views of the Editorial Board. The MJMS Editorial Board assumes no liability for any material published therein. ii www.mjms.usm.my Contents Editorial Case Report Brain in Business: Gastric Schwannoma in a Female 1 The Economics of Neuroscience 45 Patient with Pulmonary Tuberculosis Zainal AriffinA HMAD — A Clinicopathological Assessment and Diagnosis Tariq Mahmood TAHIR, Sadia ANWAR, Nadia Original Article NASEEM, HafizM ANSOOR-UL-HAQ, Muhammad SAQIB Observation of Ureteric Diameter 4 Necrotizing Fasciitis of the Head and in Negative Intravenous Urogram 51 in Hospital Universiti Kebangsaan Neck: Surgical Outcomes in Three Malaysia Cases Mohd Mokhtar SHAARIYAH, Mat Baki MARINA, Siong Lung WONG, Hamzaini ABDUL HAMID Mohd Yunus RAZIF, Ami MAZITA, Sabir Husin Preventing HIV Transmission in Athar PRIMUHARSA PUTRA 10 Nigeria: Role of the Dentists Bilateral Vocal Cord Palsy as the Sole Clement Chinedu AZODO, Adebola Oluyemisi 56 Presentation of Acquired Syphilis EHIZELE, Agnes UMOH, Gabriel OGBEBOR Zamzil Amin ASHA’ARI, Mohd Sayuti RAZALI, The Prevalence of Urinary Raja Ahmad RL AHMAD 18 Incontinence among the Elderly in a Ketamine-Associated Ulcerative Rural Community in Selangor 61 Cystitis: A Case Report and Literature Sherina MOHD SIDIK Review Effect on Antioxidant Levels in Christopher Chee Kong HO, Hafez PEZHMAN, 24 Patients of Breast Carcinoma during Singam PRAVEEN, Eng Hong GOH, Boon Cheok Neoadjuvant Chemotherapy and LEE, Md Zainuddin ZULKIFLI, Mohamed Rose Mastectomy ISA Gurpreet SINGH, SK MAULIK, Amardeep JAIswaL, Pratik KUMAR, Rajinder PARSHAD Letter To The Editor Antibody mediated immunity — a Special Communication 66 missed opportunity in the fight against tuberculosis? Computed Tomography (CT) Imaging 29 of Injuries from Blunt Abdominal Armando ACOSTA, Mohd Nor NORAZMI, Maria Trauma: A Pictorial Essay Elena SARMIENTO Radhiana HASSAN, Azian ABD. AZIZ Guideline for Authors Brief Communication 69 Outcome of Neonatal 40 Authorship Agreement Form Hyperbilirubinemia in a Tertiary Care 72 Hospital in Bangladesh Choudhury Habibur RASUL, Md Abul HASAN, Patient Consent Form Farhana YASMIN 73 Copyright Transfer Form 74 www.mjms.usm.my iii Editorial Brain in Business: The Economics of Neuroscience Zainal Ariffin AHMAD Business Research for Applied Innovations in Neurosciences (BRAIN) Lab, Graduate School of Business, Universiti Sains Malaysia, 11800 Minden, Penang, Malaysia As a business educator, I am enthralled with the recent advancements by scientists who integrated neuroscience (the study of the anatomy and physiology of the brain) and psychology (the study of the human mind and human behaviour). Such convergence has given birth to a plethora of new interdisciplinary business fields with neuro- prefix such as neuroeconomics, neuromarketing, decisions, categorising risks and rewards, neuroaccounting, neurogovernance, neuroethics, and interactions among economic agents. and neuroleadership. Such an exotic union Neuroeconomics research draws on the of science and the arts may provide better convergence of three major trends. First, using understanding of human nature and behaviour fMRI we can measure brain activity associated change. Imaging technologies such as functional with discrete cognitive events and study higher magnetic resonance imaging (fMRI) and positron cognitive processes like decision making and emission tomography (PET) reveal unseen neural reward evaluation. Second, by incorporating connections in the living human brain along economic variables into electrophysiological with brain wave analysis technologies such as experiments, we can encode motivationally quantitative electroencephalography (QEEG). We relevant information through novel recognition of can even theoretically link the brain (the physical neurons at multiple levels of processing pathways. organ) with the mind (the human consciousness Third, neuroeconomics draws on behavioural that thinks, feels, acts, and perceives) through an economics to consider psychological variables advanced computer to analyse these connections. into economic and decision-making models. As economists and business people always strive Neuroaccounting is a new way to for better, faster, cheaper means of production, scientifically view accounting and the brain’s and demand higher productivity from their central role in building economic institutions. employees through effective leadership and The measure of brain activity during economic supervision, neuroscience is relied upon to decision-making using neuroscientific methods provide answers to questions like: can prove useful for evaluating the desirability • How can we leverage our brain in of implementing new policies that run contrary business? to long-established accounting principles (2). • Capitalise/invest on the brain? Dickhaut et al. (3) reviewed neuroscientific • Make the best decision? evidence that suggest the emergence of modern • Find the productivity “hot buttons” in accounting principles based on the mapping the brain? of brain function to the principles of modern • Encourage creative and ethical brain? accounting. Neuromarketing is the application of Such questions give rise to exciting symbiotic neuroscientific methods to analyse and understand developments of business and neuroscience. human behaviour in relation to markets and Neuroeconomics as an emerging marketing exchanges. Applying neuroscience to discipline combines neuroscience, economics, marketing may form a basis for understanding and psychology; and uses research methods how human beings create, store, recall, and relate from cognitive neuroscience and experimental to information such as brands in everyday life. economics. It is “the application of neuroscientific Neuromarketers now use cognitive neuroscience methods to analyse and understand economically in marketing research that bears implications for relevant behaviour” (1). such as evaluating Malaysian J Med Sci. Apr-Jun 2010; 17(2): 1-3 www.mjms.usm.my © Penerbit Universiti Sains Malaysia, 2010 For permission, please email:[email protected] 1 Malaysian J Med Sci. Apr-Jun 2010; 17(2): 1-3 understanding organisational behaviour in a social weighing ethical dilemmas use the part of their context (4), for example whether certain aspects brain associated with early memories, which of advertisements and marketing activities trigger could mean moral thinking is formed early in life. negative effects such as overconsumption. Going (8). beyond focus groups in traditional advertising Stepping away from economics and business methods, we can now use EEG to detect putative sub-disciplines like marketing and accounting, a “branding moments” within TV commercials and more recent development is neuroleadership, apply brain imaging to discover the “buy button” a term coined in 2006 by David Rock, a leadership (5). In notable research emerging from Stanford consultant. Neuroleadership is the study of University, Carnegie Mellon University and the leadership through the lens of neuroscience and Massachusetts Institute of Technology, scientists explores central elements of leadership, including: are using fMRI to identify parts of the brain that (a) self-awareness (b) awareness of others, (c) influence buying decisions. insight, (d) decision making, and (e) influencing Neuroethics is the investigation of altruism (9). As a new field of study, neuroleadership in neuroeconomic research, which suggests that brings neuroscientific knowledge into the area of cooperation is linked to activation of reward leadership development, management training, areas (5). Investigations into such problems could education, consulting and coaching. Rock and in fact be among the most compelling within his collaborator Jeffrey M. Schwartz, a research neuromarketing. As a new field, it
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