Brain differences detected in kids with depressed parents

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New York, Dec 6 | Researchers have found structural differences in the brains of children at high risk for depression due to parental depressive history.

Depression is a common and debilitating mental health condition that typically arises during adolescence. While the causes of depression are complex, having a parent with depression is one of the biggest known risk factors.

Studies have consistently shown that adolescent children of parents with depression are two to three times more likely to develop depression than those with no parental history of depression.

“The findings highlight a potential risk factor that may lead to the development of depressive disorders during a peak period of onset, said study author Randy P. Auerbach, Associate Professor at Columbia University in the US.

“However, in our prior research, smaller putamen volumes also has been linked to anhedonia–a reduced ability to experience pleasure–which is implicated in depression, substance use, psychosis, and suicidal behaviours,” Auerbach said.

“Thus, it may be that smaller putamen volume is a transdiagnostic risk factor that may confer vulnerability to broad-based mental disorders,” Auerbach added.

For the study, published in the Journal of the American Academy of Child & Adolescent Psychiatry, the researchers analysed brain images from over 7,000 children in the United States participating in the Adolescent Brain Cognitive development (ABCD) study, led by the National Institutes of Health (NIH).

According to the study, about one-third of the children were in the high-risk group because they had a parent with depression.

The research found that in the high-risk children, the right putamen–a brain structure linked to reward, motivation, and the experience of pleasure–was smaller than in children with no parental history of depression.

“Understanding differences in the brains of children with familial risk factors for depression may help to improve early identification of those at greatest risk for developing depression themselves, and lead to improved diagnosis and treatment,” said study researcher David Pagliaccio.

Source: IANS

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Policybazaar Unveils its new brand campaign "AapKiSideHai"

Policybazaar Unveils its new brand campaign

Akshay Kumar delivers the brand’s promise of always being on the customer’s side

Gurugram, 19th Sept, 2020: Policybazaar.com (Twitter handle: PolicyBazaar), India’s largest online insurance marketplace with over 10 million customers, showcases its commitment to customers in its new television campaign “AapKiSideHai”. The new ad campaign featuring Policybazaar brand ambassador, Akshay Kumar, highlights the brand’s promise of embracing a holistic customer centric approach while helping to bridge the insurance protection gap in India.

Policybazaar’sAapKiSideHai campaign seeks to reassure its customers on being a dependable Insurance partner for them, every step of the way. The brand has always focused on distributing products like term insurance, health insurance, zero commission ULIP’s and motor insurance that are optimal from a customer perspective. Policybazaar is now extending the brand promise beyond the purchase experience to ensure that consumers get the highest levels of service throughout the policy lifecycle.

The new brand campaign reinforces Policybazaar core value of putting the customer first by delivering on its promise of providing a trusted platform for all types of insurance products. The brand is committed to guiding the customer throughout the insurance journey, starting from recommending the right products at affordable pricing, ensuring thatthe policy issuance process is smooth and fast, and, to providing services and claims assistance when needed.

“While we continue to highlight the importance of Health & Term life Insurance through our marketing campaigns, with the brand promise of Policybazaar AapKiSideHai, we also intend to position Policybazaar as a customer centric brand, that is committed to stand by its customers, both pre and post purchase”, said Samir Sethi, Head of Brand Marketing, Policybazaar.com. The new ad series highlights Policybazaar’s unparalleled support to customers, while providing them with the ease of comparing and buying term and health plans online with guidance at each & every step.

Speaking about the TVC launch, Sharat Dhall, Chief Operating Officer, Policybazaar.com said, “Our ultimate aim is to provide 360-degree assistance to customers that starts from when the policy is bought, to provide assistance when the claim is paid out, should such a situation arise. Winning and maintaining customer trust is a strong ethos within the company and this campaign reflects that. At a time when the world is grappling with a crisis like no other, the brand intends to instill confidence in the customers’ buying decisions by assuring them protection of their futures with the right insurance products & thorough assistance throughout the journey.”

The new brand campaign in its series displays moments of indecision that people may have while investing in protection products. It addresses these queries &emphasizes the importance of nurturing a bond with the consumers thereby creating customer delight.

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