Abstract This study employs EEG and eye-tracking to assess how brand equity, creative complexity, and spatial layout influence implicit consumer responses to point-of-sale (POS) beer advertisements. Through the theoretical lens of predictive coding and processing fluency, laboratory testing with Serbian beer consumers (N = 20) revealed that simpler designs yielded superior attention performance across TFD and TTFF (d up to 2.62), independent of brand strength. Spatial repositioning reduced packshot detection time by 0.89s (p<0.001, d=1.78) in horizontal versus vertical layouts. EEG showed no significant brand differences (valence d=0.07, p=0.765), offering a theoretical interpretation consistent with predictive coding, wherein expected stimuli elicit reduced neural activation, with brand strength operating solely through attentional pathways. Eye-tracking revealed strong brands’ automatic attentional capture of iconic elements (e.g., letter ‘J’; TTFF=0.47s), theoretically reconciled via processing fluency as effortless decoding. We derive actionable POS benchmarks: packshot detection < 0.5s, slogan engagement > 1.0s, emotional valence > 5.0, cognitive load < 5.0. This advances GDPR/NDA-compliant methodology while offering practical guidelines grounded in neurocognitive theory.

This article deals with the reasons, possible causes, and manifest missed opportunities due to which Croatian culture did not have a successful transition. It especially focusses on the mechanisms and instruments used by the relevant authorities in the Republic of Croatia when it comes to decision-making in the field of culture. Implicit decisions with no strategic documents allow those in charge of cultural systems to continuously avoid setting up strategic planning, carrying out an analysis of the present situation and introducing professional criteria into practice – not to mention the unavoidable continuity of a bad practice from the past. The absence of all this unavoidably leads to non-transparency, which introduces harmful mechanisms such as conflict of interest and clientelism as the dominant levers of action at the highest levels of all procedures. There are many reasons for such a model, the foremost being that, like all the countries that came into existence within the territory of the former Yugoslavia, in times of political upheaval and the introduction of multi-party systems following the fall of the Berlin Wall and the wars that ensued, Croatia too has missed its chance to develop culture as a space for the enrichment of society, for expanding horizons and promoting tolerance, instead orienting it towards the sphere of ideological and political control and (self-)censorship. Acting in the mentioned ways, cultural policy stakeholders in Croatia have so far failed to build trust in cultural value that would enable development, innovation, reform, continuity, inter-cultural dialogue, pluralism, diversity, and something that is nowadays essential, yet wilfully ignored – the development of cultural management.

Background/Aim: Basal cell carcinoma (BCC) is the most common cancer of the skin. It is believed that increased UV radiation from the sun accounts for almost 90 % of the risk of BCC. There is a growing trend in the incidence of BCC in a younger population. The aim of study was to analyse the initial clinical symptoms of BCC that may be important for the early detection of this skin tumour. Method: The study was a prospective, multicentre study performed in the period from March 2017 to February 2022. A total of 69 respondents with BCC were analysed. Respondents applied for a targeted examination to examine a suspicious skin lesion (due to certain symptoms) or were diagnosed with BCC by accident, when examining other skin changes. Respondents were divided into 2 groups. The first, Group I (35 respondents), consisted of respondents with nodular BCC. The second, Group II (34 respondents), consisted of respondents with superficial spreading BCC. Initially, a careful history and data on the characteristics, shape and character of the tumour were taken from all respondents. Data on all (even the smallest) initial symptoms and relevant signs of evolution, as well as subjective problems related to the tumour were noted. All respondents underwent dermoscopy of suspected skin changes. Results: A significant difference was found between the examined groups in the characteristics of bleeding, crust formation and tendency to injury in lesions, where they occur more often in patients with nodular BCC. Symptoms such as burning and flaking occurred significantly more often in patients with superficial spreading BCC (p < 0.01), as well as the diameter of lesions over 5 mm (p < 0.05). Conclusion: Early clinical diagnosis of BCC is possible with a tumour diameter of only a few mm. The predominant initial (highly susceptible) symptoms of nodular BCC were initial bleeding and / or scab formation on the lesions, as well as propensity to injury. The superficial spreading form of BCC was often larger than 5 mm in diameter, with more frequent scaling of the lesion, as well as burning and stinging sensations in the tumour area. Itching was observed to be a very common previous occurrence in the BCC initial focus zone in subjects of both study groups. Dermsocopy is a highly reliable diagnostic method for early detection of BCC.

Leser-Trélat (LT) sign (syndrome) is a rare, distinctive clinical phenomenon that is manifested by a sudden, eruptive, appearance of multiple itchy seborrheic keratoses (SK) that sometimes coincide with occult malignancy. A 73-year-old patient came for examination of numerous, large seborrheic keratoses (SK) on the skin. According to the patient's statement, SK did not occur suddenly and "eruptively". Nevertheless, ultrasound and endoscopic evaluation were suggested to the patient to exclude the Leser-Trélat phenomenon. The patient was then diagnosed with an occult, asymptomatic rectal neoplasm. The occurrence of numerous seborrheic keratoses (especially if they are "eruptive", large and bizarre in shape), should raise suspicion of LT phenomenon, or internal malignancy in the patient, and result in relevant diagnostic procedures to detect possible latent malignancy. It would be wise for the doctors of all disciplines to be acquainted with the existence of the LT sign (syndrome) and possible clinical implications of it.

Advances in the development of neuromarketing research methods and techniques, over the past two decades, have enabled their application not only for scientific purposes, but also for commercial purposes of researching consumer behavior. This paper will review various methods and techniques of neuromarketing research, highlighting the advantages and disadvantages of using these, for the purpose of consumer behavior research. As a research part of the paper, combined laboratory neuromarketing research (EEG and eye tracking) was conducted, that examined implicit attitudes of consumers (attention and emotions, in real time, from second to second), whose goal was to examine how consumers react implicitly to different marketing stimuli (TV commercials for Coca Cola and Pepsi Cola brands). The research additionally examined whether there is an overlap of conscious consumer attitudes, collected by the research method through a questionnaire, with the results of the combined neuromarketing research. The research found that the tested marketing stimuli have a positive impact on the implicit positioning of tested FMCG brands. In addition, by comparative analysis of explicit and implicit consumer attitudes, it was found that there is agreement between them. Finally, the research found that neuromarketing research has the potential to improve marketing communication (tested TV commercials), and thus the positioning of FMCG brands.

The paper analyses Milena Dragićević Šešić's contribution to understanding of the concepts of interculturalism and transculturalism in the theory and practice of cultural production in Yugoslavia, in the period from the 1980s to 2020, with a special emphasis on three important books that the author considers particularly representative for elaborating these concepts. The ways in which Milena Dragićević Šešić first introduces these concepts into Yugoslav theoretical and professional discussions, and then develops, applies and re-examines them, follows the developmental path of her overall theoretical, pedagogical and activist engagement over more than forty years of active work. The paper shows how the approach to the concept of multiculturalism and interculturalism in Milena Dragićević Šešić's works has developed through the interdisciplinarity and transdisciplinarity of her research and how it marked her approaches to cultural production, distribution and consumption, as well as her social engagement in the turbulent times in the Balkans from the twentieth to the twenty-first century.

Background/Aim: Benign prostatic hyperplasia (BPH) is a very common disease in older men. BPH involves the presence of signs of hyperplasia of the stromal and epithelial elements in the prostate with consequent enlargement of its volume. The aim of this study is to analyse the frequency of typical complications in the treatment of patients with benign prostatic hyperplasia and the effect of medicamentous treatment. Method: Patients diagnosed BPH were included in the prospective, one-year study. They were divided into 2 groups. The first group (30 patients) consisted of those ones, whose prostate volume was equal to or over 50 cm 3 , while and the second group (30 patients) comprised the subjects with prostate volume less than 50 cm 3 . The complications of BHP analysed are residual urine (RU), symptomatic urinary infection, haematuria, thickening of the detrusor wall, diverticulum in the bladder, ureterohydronephrosis, renal failure, bladder stone and acute urinary retention (AUR). Results: The majority of patients in both groups were aged 60-69. There was a statistically significant difference in the average value of RU between the groups at the first, second and fifth check-ups (p < 0.05), as well as the complication of symptomatic urinary infection, since the same occurred earlier in the first group than in the second group (p < 0.05). There was no statistically significant difference in complications: haematuria, detrusor wall thickening and diverticulum (p > 0.05). Complications: ureterohydronephrosis, renal failure, bladder stone, and AUR were not diagnosed in patients in either group. Conclusion: Relevant medical therapy leads to a reduction of RU and reduces the risk of complications caused by its presence. Other complications of BPH were rare or absent in both groups, suggesting that appropriate and timely applied medical therapy affects the course of BPH and reduces the risk of complications and the need for surgical treatment. Benefit from medicamentous therapy is equally repre-sented in both analysed groups of patients.