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Effective Ad? Ask Your Brain
Science: Companies and health organizations spend millions of dollars on surveys, polls, and focus groups trying to suss out what people will like, buy, or do. But research shows that these techniques aren't all that accurate. Can brain scans do any better? It's possible, according to a new study that finds that a neural activity predicts people's responses to a public service ad about cigarette smoking better than simply asking a focus group.
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To Predict Dating Success, The Secret’s In The Pronouns
NPR: On a recent Friday night, 30 men and 30 women gathered at a hotel restaurant in Washington, D.C. Their goal was love, or maybe sex, or maybe some combination of the two. They were there for speed dating. The women sat at separate numbered tables while the men moved down the line, and for two solid hours they did a rotation, making small talk with people they did not know, one after another, in three-minute increments. Listen here: NPR
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Do Anti-Tobacco Ads Work? Ask a ‘Neural Focus Group’
Huffington Post: While watching TV this weekend, I happened on a gruesomely powerful anti-smoking advertisement. It featured former smokers who were missing body parts: a woman with missing fingers, and a handsome young man with two prosthetic devices where his lower legs used to be. Both talked matter-of-factly about their permanent disabilities, which were direct consequences of their long-time cigarette habits. This ad is part of a new, $54-million campaign by the U.S. Centers for Disease Control, the most ambitious and starkest anti-tobacco campaign ever undertaken by the government. Other ads in the campaign show ex-smokers who have had their larynx removed, or a jaw or a lung.
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How Exercise Could Lead to a Better Brain
The New York Times: The value of mental-training games may be speculative, as Dan Hurley writes in his article on the quest to make ourselves smarter, but there is another, easy-to-achieve, scientifically proven way to make yourself smarter. Go for a walk or a swim. For more than a decade, neuroscientists and physiologists have been gathering evidence of the beneficial relationship between exercise and brainpower. But the newest findings make it clear that this isn’t just a relationship; it is the relationship.
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To Avoid Stupid Mistakes, Think in French
Bloomberg BusinessWeek: Would you take a bet that offered you an even chance of winning $12 and losing $10? If you’re like most people, you would not. But what if someone offered you the bet in French? New research in the journal Psychological Science suggests that, assuming you understand French, you would. What is going on here? The explanation is not—as a France-bashing wag might suggest—that it’s always good to bet against the French. The same effect appears when wagers are presented in Japanese, Spanish—even English, if it’s a person’s second language.
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How to Handle Little Liars
The Wall Street Journal: When Cindy Ballagh's 10-year-old son Kaden lost his portable videogame recently, she asked him where he last put it. His answer: on his dresser. After they spent several minutes searching on, under and all around the dresser, she happened to spot the game—buried in his bed. He had been playing with it there the night before and broke a rule by falling asleep with it, says Ms. Ballagh, of Clarksville, Tenn.
