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For example, what if I activated this cell
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by encouraging it to produce this particular ligand?
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That ligand was one for which the cell had a receptor
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that further encouraged it to produce more of the ligand.
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Well, then you could imagine a cycle here
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where activation of the receptor is leading to
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production of more ligand,
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is leading to activation of the receptor and production of a ligand.
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That's an example of a process called positive feedback.
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The more the receptor gets activated
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the more feedback it gets to activate.
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That can be a very strong amplifying response,