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In pursuit of the unconscious truth: Mynd by NeuroFocus

08/10/2011 by 3icreative

Illustration by Superexpresso
This week NeuroFocus (now owned by Nielsen)  introduced it’s latest product called Mynd, the world’s first portable, wireless electroencephalogram (EEG) scanner. The product promises to tap deep into our unconscious minds to find the real triggers that engage our emotions, and motivate us to buy products and services.

This next wave of advertising research is more efficient, cost-effective and precise, making it a great innovation tool, and a marketing professional’s  wildest dream.

What I wonder is… Will it become consumers’ worst nightmare?

Read more about Mynd at Fast Company.

Filed Under: Neuromarketing Tagged With: Neuromarketing

New Research Report: What Google’s Doing To Your Memory

07/15/2011 by 3icreative

Google Effects on Memory: Cognitive Consequences of Having Information at Our Fingertips – Abstract

The advent of the Internet, with sophisticated algorithmic search engines, has made accessing information as easy as lifting a finger. No longer do we have to make costly efforts to find the things we want. We can “Google” the old classmate, find articles online, or look up the actor who was on the tip of our tongue. The results of four studies suggest that when faced with difficult questions, people are primed to think about computers and that when people expect to have future access to information, they have lower rates of recall of the information itself and enhanced recall instead for where to access it. The Internet has become a primary form of external or transactive memory, where information is stored collectively outside ourselves.

Check it out at ScienceMag.org.

Filed Under: Psychology Tagged With: Transactive Memory

Progressive Disorders: Quick Facts on Multiple Sclerosis & Alzheimer’s

07/05/2011 by 3icreative

Multiple Sclerosis

Multiple sclerosis is an autoimmune disorder in which cells target a part of your body. There is no way to turn it off, therefore it is a progressive disorder.

  • Affects 2.5 million people in North America + Europe
  • Immune system attacks myelin
  • Formation of scar tissue
  • Results in numbness, weakness, tremors, and vision disturbances
  • More common in women
  • May experience flare-ups due to stress and/or illness

Drugs can slow down multiple sclerosis, but cannot stop it entirely.

Alzheimer’s Disease

Alzheimer's Disease is a Progressive Disorder
Alzheimer's Protein Fibril

Not all memory impairment is due to Alzheimers. Alzheimers is a progressive disease that affects about:

  • 10% of US population over 65
  • 30% of US population over 85

Typical symptoms of Alzheimer’s include memory declines, confusion, irritability and difficulty eating/eliminating. Brain changes associated with Alzheimer’s Disease include:

  • Neurofibrillary tangles
  • Amyloid plaques – scar tissue, dead neurons
  • Changes in memory structures – hippocampus/amygdala, ventricles get larger
  • The disease attacks acetylcholine neurons that are responsible for neurons
  • Some evidence of chronic immune activity in the brain

Studies indicate that there is no clear evidence that sundowning in more common in Alzheimer’s patients, although it does occur.

Filed Under: Psychology Tagged With: Alzheimer's, Multiple Sclerosis, Progressive Disorders, psychology

Perception: Learning Eye Anatomy

07/05/2011 by 3icreative

Anatomy of the Eye - DiagramBefore you can understand the psychology of perception, a basic knowledge of eye anatomy is necessary.

  • Cornea – Protective membrane on the outside of the eye. If you have an astigmatism, the cornea isn’t as smooth as it should be.
  • Iris – Colored muscle, changes the size of the pupil.
  • Pupil – Black spot that is the hole through which light enters the eyeball.
  • Lens – Focuses light onto receptors.
  • Cilliary Muscles – Pull tight to help us focus.
  • Retina – Layers of different kinds of cells.
  • Fovea – Central point of focus within retina, cleanest, crispest, sharpest point of focus.

Psychology & the Eye

This book from Oliver Sacks a physician, best-selling author, and professor of neurology and psychiatry at Columbia University Medical Center, talks about many of eye-related disorders. If you’re familiar with “The Man Who Mistook His Wife for a Hat,” you’ll also like this book. In particular, there is a great story on binocular disparity.

Filed Under: Psychology Tagged With: Eye, Perception, psychology

The Bilingual Advantage

06/03/2011 by 3icreative

A cognitive neuroscientist, Ellen Bialystok has spent almost 40 years learning about how bilingualism sharpens the mind. Her good news: Among other benefits, the regular use of two languages appears to delay the onset of Alzheimer’s disease symptoms. Dr. Bialystok, 62, a distinguished research professor of psychology at York University in Toronto, was awarded a $100,000 Killam Prize last year for her contributions to social science. We spoke for two hours in a Washington hotel room in February and again, more recently, by telephone. An edited version of the two conversations follows.

Read the entire article at The New York Times.

Filed Under: Psychology Tagged With: Alzheimer's, Neuroscience

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