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Sending a Message Through the Body: Just Do It!

Excitatory Postsynatic Potential (EPSP)

Inhibitory Postsynatic Potential (IPSP)

Definition: A graded hyper polarization that results in inhibition or the stopping of a signal

Neuron: Sodium and Potassium ions flowing out of the cell, driving the voltage past zero and stopping the action potential from continuing down the neurons.

Store: The employees aren't providing customer service. The store is a mess with clothes on the floor, shoe boxes unaligned, and possible employees missing from their departments. This inhibits customers from wanting to make a purchase. It pushes them out of the store, stopping the flow of money

Definition: A graded depolarization that results in the excitation of the neuron in order to send the action potential.

Neuron: The flow of sodium ions into the cell. If the threshold is not met, then the signal decays

Store: Looking back, this falls between Threshold of Excitation and All or None. The employees must provide enough customer service that the customers want to buy. If the employees do not do so, the customers will get upset and leave the store, resulting in loss of money.

Comparing the Retail World at Nike to Neurons

Shania Altine PSB 3002

All or None Law

Release of Neurotransmitters

Definition: The release of neurotransmitters from the axon to their matching part in the synapse, to prepare the next neuron for the action potential

Neuron: Neurotransmitters are released. They travel to the synapse, where the post synaptic neuron is waiting to receive the message to prepare for the next action potential.

Store: At the registers, once customers make a purchase, their cashier signs them up for Nike Plus, where they become connected with the store outside of shopping. They can manage their purchases, sign up for exclusive drops, and stay up to date on everything Nike! This is the lock and key which keeps customers interacting with the company.

Definition: The amplitude and velocity of the action potential is independent to the intesity of the stimulus

Neuron: Simply stated, either the message will send or it won't. The intensity of the stimulus doesn't make the message send any faster or any harder. The sodium channels won't open any faster, the sodium ions won't get any larger. The action potential will stay consistent throughout.

Store: The customers will either buy merchandise or they won't. The employees at Nike change their uniforms every 6 months. This doesn't effect whether customers will buy merchandise or not.

Action Potential

Resting Potential

Threshold of Excitation

Definition: The difference in the voltage of the axon and its surroundings.

Neuron: During this time, the neuron is at rest with the sodium and potassium channels closed. The concentration gradient allows for a few free moving ions to travel through the semi permeable membrane and prepare the neuron to respond rapidly.

Store: The employees have just gotten into work. They are in the break room doing multiple things to prepare themselves for work: putting on their uniform, attaching their name tag, and clocking in to work. They go out onto the floor, greeting the customers that come in through the door (semi permeable membrane).

Definition: The process by which the message is sent through the axon.

Neuron: The sodium channels open, allowing sodium ions to rapidly flow into the neuron, pushing the voltage pass the threshold of excitation and sending the message through. At the peak of action potential, the sodium channels shut.

Store: The employees interact with multiple customers, providing exactly what is needed to get customers to purchase, customer service. Customer service is the sodium gates opening, allowing money (sodium ions) to flow into the registers at the front. Unlike neurons where this happens in milliseconds, the process takes hours, from open to close.

Definition: The depolarization required to generate an action potential

Neuron: The sodium gates are open and flowing rapidly into the neuron. The electrical charge must exceed at least +20 voltage. If not, the action potential will not release.

Store: The employees must provide the perfect amount of customer service that allows customers to feel the need to make a purchase. Without enough, the customers won't feel comfortable in the store or notice things that they couldn't have on their own. Too much pushes the customers out of the door.

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