29 November 2006

As if advertisers needed more encouragement



Brain waves linked with brand names



CHICAGO, Nov. 28 (UPI) -- German radiologists say they've found strong brand recognition elicits strong activity in our brains, possibly determining what items we will purchase. "This is the first functional magnetic resonance imaging test examining the power of brands," said Dr. Christine Born, a radiologist at University Hospital in Munich, Germany. "We found that strong brands activate certain areas of the brain independent of product categories."

Born and colleagues used fMRI scans to study 20 adult men and women. While in the scanners, the volunteers were presented with a series of three-second visual stimuli containing the logos of strong (well-known) and weak (lesser-known) brands of car manufacturers and insurance companies.

The results showed strong brands activated a network of areas involved in positive emotional processing and associated with self-identification and rewards. urthermore, strong brands were processed with less effort on the part of the brain. Weak brands showed higher levels of activation in areas of memory and negative emotional response.

Born believes the research will serve as a benchmark to improve the understanding of the processing of brand-related information.

I wonder what the results would have been if they used credit card logos instead of automobile and insurance companies?

Labels: , , , ,

12 November 2006

The Eye's Have It

This recent article in Scientific American on how eye movements are stablized in the brain is potentially Nobel Prize material in my humble opinion. Understanding a process so basic and fundamental that it occurs without our awareness and yet without it, we could not normally function (nor would we have been able to evolve) is truly an extraordinary achievement.

The problem: How does the brain reconcile and stabalize the images received from our eyes. Our eyes constantly dart around about 3-4 times a second in little hops called saccades. Yet we do not perceive this motion. We see a stable, stationary picture presented to us. This stablalizing effect has been in debate for a over a century. Brain researchers have long assumed that the brain must keep track of the impulses that cause these tiny motions, so as to subtract their effect from our visual awareness. Now researchers have identified a circuit in the monkey brain that seems to play this "stabalizing" role.


Ignoring the motion of our eyes allows us to focus on changes in our environment. The alternative would be chaos, says brain researcher Robert Wurtz of the National Institutes of Health in Bethesda, Md. "It's almost as if you have a movie camera on top of a bronco and it's jumping around," Wurtz says. "If you watched the movie it would make you sick." Researchers believe the brain solves this problem through a process called corollary discharge. Every time the brain sends the eyes a signal to twitch, it sends a copy, or corollary signal, to another location in the brain...

Wurtz and his colleague Marc Sommer, now at the University of Pittsburgh, stumbled onto the presumed corollary discharge pathway while stimulating the brain region that controls eye movements in live monkeys. Sommer noted that a current applied to this area, called the superior colliculus, elicited a delayed response in the frontal cortex, which is associated with attention and decision making, Wurtz recalls. The delay suggested a relay of neurons ending at the frontal cortex.

Researchers had already observed that brain cells in this region seem to anticipate where the eye's center of focus will move to after an impending saccade, making it a reasonable place for corollary discharges to end up.

Other experts find the result convincing. "For a long time we've known that mechanism had to be there, and they've shown how it works," says neurophysiologist Douglas Munoz of Queens University in Ontario. Besides solving this puzzle, adds James Lynch of the University of Mississippi, the group's "imaginative and exceedingly difficult" experiments also mark a new step in the ability to pinpoint the flow of information in the brain. Sommer says future experiments may inactivate more of the thalamus to see if monkeys have a harder time distinguishing their own saccades from changes in their environment.


While this first step toward understanding is great, I do cringe at the following statement made in the article - "brain cells in this region seem to anticipate where the eye's center of focus will move to ...".

The term anticipate used by the researcher seems a bit out of place. He is attempting to personify brain cells with anticipatory response - which is (to put it very nicely) unlikely. Brain cells do not anticipate anything - they process information.

When we interact with our environment the brain processes those interactions. From birth we are subjected to the stimuli inherent to our reality (environment). We receive these stimuli through our five senses. Over time and through repitition, our brains become hard-wired to recognize and subconsciously respond to various aspects of our environment based on past experience. This hard-wiring, or imprinting process in the brain is known as neuroplasticity (think classical or Pavlovian conditioning) .

When I see the color "red" I think of many things. "Red" can mean "apple", or "stop", or "blood". Based on past experience, my brain retains these numerous concepts of "red". When I next encounter a situation involving "red", the brain processes the enviromental context in which "red" is currently occurring, and subconsciously determines the appropriate association (I cut my finger so red = blood. I am driving and see a traffic light so red = stop). All these associations are based on prior interactions and experience of the concept "red" imprinted in the brain.

A better way to describe what is happening when the brain stabalizes our jerky eye motions would be to say the brain creates and retains a "background image" in another location. Through neuroplasticity, we know things far away from us (say mountains or the sky) are stationary and will be in the same place when the next saccade occurs - it is therefore "stable". The brain can now focus on detailing objects with the potential to display motion during the next saccade (a tree on a windy day or clouds passing overhead). The brain would then need only reconcile the portions of a new incoming image that have the potential for perceptable change with that of the stable "background image". Thus negating the need for the brain to anticipate future events.

I think it would be interesting if the researchers looked at another seemingly simple, yet overlooked occurance in nature that may be in direct correlation with their research- why lower level animals are able to walk almost immediately after birth. And why humans take between 9-16 months before they even begin to take those first tentative steps.

I would suggest this occurs because animal brains do not need to process as much information as the human brain does. Their brains are geared solely for survival. Without the distraction of high-level consciousness, the animal brain is able to "focus" more rapidly on survival processes. The faster it can stabalize visual reality, in conjunction with being born with the appropriate musculature, the faster they become ambulatory and un-eaten by predators.

There is no immediacy for humans to begin walking, nor for our bodies to develop quickly. Because of our nuturing process, we are not in any immediate danger at birth nor for a long time afterwards. Our bodies develop slowly. This gives our brain time. Time to "concentrate" on other things. Time to "concentrate" on all the other things that make us uniquely human (speech, face and symbol recognition, high-level consciousness, etc.).

Labels: , , , ,

03 November 2006

"Look At Me! Look At Me!"

If I had a nickle for every time a scientist discovered a "new" region in the brain the "defines" where this or that happens, my 401k would be maxed out right now.

If all these "regions" were true, the brain's size (by my rigid calculations) would be roughly the size of one of Jupiter's moons (Io perhaps).

The latest region to be "discovered" is the morality center. Of course, this claim is outrageous and the scientist(s) involved are more akin to the insecure, needy person ever-present at parties who draws unwarranted attention to his or herself in a vain attempt to get people to notice them.

Enough already!

The "science" behind the experiment involves the "researchers" imposing their own social judgements on the test subjects when placed in a situation involving the sharing of money.

Subjects were put into anonymous pairs, and one person in each pair was given $20 and asked to share it with the other. They could choose to offer any amount – if the second partner accepted it, they both got to keep their share.

In purely economic terms, the second partner should never reject an offer, even a really low one, such as $1, as they are still $1 better off than if they rejected it. Most people offered half of the money. But in cases where only a very small share was offered, the vast majority of "receivers" spitefully rejected the offer, ensuring that neither partner got paid.

Previous brain imaging studies have revealed that part of the frontal lobes known as the dorsolateral prefrontal cortex, or DLPFC, becomes active when people face an unfair offer and have to decide what to do. Researchers had suggested this was because the region somehow suppresses our judgement of fairness.

But now, Ernst Fehr, an economist at the University of Zurich, and colleagues have come to the opposite conclusion – that the region suppresses our natural tendency to act in our own self interest.

They used a burst of magnetic pulses called transcranial magnetic stimulation (TMS) – produced by coils held over the scalp – to temporarily shut off activity in the DLPFC. Now, when faced with the opportunity to spitefully reject a cheeky low cash offer, subjects were actually more likely to take the money.

The researchers found that the DLPFC region's activity on the right side of the brain, but not the left, is vital for people to be able to dish out such punishment.

"The DLPFC is really causal in this decision. Its activity is crucial for overriding self interest," says Fehr. When the region is not working, people still know the offer is unfair, he says, but they do not act to punish the unfairness.


Oh boy.... here it comes ...


"Self interest is one important motive in every human," says Fehr, "but there are also fairness concerns in most people."

"In other words, this is the part of the brain dealing with morality," says Herb Gintis, an economist at the University of Massachusetts in Amherst, US. "[It] is involved in comparing the costs and benefits of the material in terms of its fairness. It represses
the basic instincts."


You had to do it didn't you Herb? Couldn't control yourself. Had to make the ridiculous claim that you have found the morality center. To me the experiment proves the existance of the "You-Cheap-F***ing-Bastard-Center" in the brain. You are basing your claim on $20 - try giving the people $2 million each and asking them to share it. I bet they all will come to some agreement. Then you can claim you've found the "Generosity Center" in the brain. Ass

Didn't you notice your statement is based on what Ernst Fehr claims? He's an ECONOMIST. Why must you try to assign some physiological process to what is more likely an environmentally created activity. Morality is a learned event. Taught by family, friends, teachers, society, etc... Yes this learned behavior is processed in the brain. But it DOES NOT mean the brain possesses a special region for morality. IT DOES NOT mean we are born with a morality center. It just means that the brain uses neural resources from a particular section of the brain to process what we've learned. It is not inherent in the development of the brain.

Now before you continue along to the next "logical" step for your research... THERE IS NO MORALITY GENE. Ass.

I have an open question for you and all your neuroscientist buddies...

The primary function of kidneys is to remove toxic waste from the blood, the primary function of the lungs is to exchange oxygen and carbon dioxide between the bloodstream and the atmosphere.

So riddle me this...



What is the primary function of the brain as an organ?
Anyone?

Labels: , ,