Word: freedman
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...Fewer than 20% of the ads, says Dr. Joshua Freedman, one of the neuroscientists involved in the study, triggered nerve activity in the ventral striatum, or the reward and satisfaction areas of the brain - those areas that are known to be involved in making associations and forming connections with people or things. (By comparison, over 50% of last year 's Super Bowl ads activated these regions.) The majority of this year 's commercials, on the other hand, predominantly activated anxiety regions of the brain, centered around the amygdala, the hub of our fear and emotional responses. "To me, that means...
...Normally, says Freedman, with effective ads scientists expect to see multiple areas of the brain light up - everything from the fear and anxiety regions to the reward areas, as people weigh and balance what they are seeing and how they are interpret what they see. "Typically what you see is different parts of the brain activated at the same time," he says. "The big surprise this year was just seeing the amygdala activated alone in so many...
...Imaging studies like this one, says Freedman, are constantly providing important information about how we process our environment and make decisions, and could become essential tools in shaping the products we see and buy in the future. If this year 's Super Bowl ads are any indication, however, it seems that Madison Avenue may have to rethink its playbook...
MAKE PEACE WITH YOUR CLUTTER Organizational gurus may reclaim shelf space by getting clients to trash their high school honors or sentimental icons, but aren't their homes losing a bit of personality and history? There's a reason Rachael Ray is gaining on Martha Stewart, Freedman says. People are naturally a little clumsy and messy, and try as we might to cultivate monastery-like sanctuaries, clutter creeps back. Accept that, and you'll stress less...
...SLOPPIER WITH YOUR SCHEDULE "If you keep a tight calendar and you're not a dentist or a hair stylist, try being looser and not packing as many things in," says Freedman. A less structured date book makes it easier to adapt to inevitable surprises and affords you freedom to just go with the flow...