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jonah lehrer

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Sugar as Brain Food

This isn’t great news for dieters, but sometimes sugar can be a good thing. Roy Baumeister, a psychologist at Florida State University, had subjects perform a mentally taxing task – watching a video while being careful to ignore random words [...]

By |October 29th, 2009|

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 [...]

By |October 8th, 2009|

Brain Image Bias

The use of brain imaging in evaluating advertising and products is increasing, and one wonders if the judgment of marketing execs could be clouded by the presence of colorful scan images when used to back up humdrum conclusions in the [...]

By |June 9th, 2008|