How We Decide

Book Review: How We Decide by Jonah Lehrer Jonah Lehrer has been translating neuroscience into prose comprehensible by the lay reader for years, and How We Decide helps readers understand and even apply current research in the process of human decision-making. Lehrer begins with a look at expert decision-making, and how individuals with the right [...]

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The Neuroscience of Temptation

If you are human, you are subject to temptation. In a religious context, temptation is an invitation to sin, i.e., to break the established rules of that particular faith. Even without the influence of religion, society has both formal constraints (laws) and less formal ones (socially acceptable behavior) that seek to rein in temptation. So, [...]

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Scary Idea: Forget Focus Groups

In the last week, a lot of press attention was devoted to the use of brain scans to optimize the fear factor in horror movies. As CNN reported,

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Weird News: Cow Names Matter

Is there something about names that attracts odd research? The last time I used “Weird News” in a Neuromarketing title was in, Weird News: Names Affect Outcomes. That article detailed research that showed a weak but significant correlation between grades and the first letter of a person’s name. Now, research at Newcastle University have found [...]

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