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 scrolling across the bottom of the screen. (Apparently, it takes quite a bit of concentration [...]

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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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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 text. The answer is almost certainly, “Yes.” A recent study showed that students found studies [...]

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