Word: neuroscientists
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Marketers already seem to know a lot about how we think, but what if they could actually watch our brains work as they test their products? A recent experiment by Read Montague, a neuroscientist at Baylor College of Medicine, may be laying the groundwork for just that. In an experiment last year, he scanned volunteers' brains as they drank samples of Coke and Pepsi. When the colas were not identified, the tasters showed no particular preference for either. But when they were shown the iconic red-and-white label, they expressed a huge preference for Coke, irrespective of which cola...
...atlas should also provide a springboard for a broader range of experiments. "Neuroimaging is more than finding the next drug for anxiety," says Allan Schore, a neuroscientist at the UCLA David Geffen School of Medicine. "We can study empathy, trust, deception, emotional communication, regulation of violence--issues that are central to human existence...
...addressed Summers’s suggestion itself, that perhaps biological differences in innate scientific ability (whatever that means) between men and women account for some of the difference in the numbers of male and female faculty in academia. I’m no neuroscientist, so I’ll leave that debate to the experts...
...ignoramus) generally concede that he was not entirely wrong. Thanks to new brain-imaging technology, we know there are indeed real differences between the male and the female brain, more differences than we would have imagined a decade ago. "The brain is a sex organ," says Sandra Witelson, a neuroscientist who became famous in the 1990s for her study of Albert Einstein's brain. "In the last dozen years, there has been an exponential increase in the number of studies that have found differences in the brain. It's very exciting...
DIED. JULIUS AXELROD, 92, Nobel-prizewinning neuroscientist whose research helped steer the study and treatment of mental states into the field of brain chemistry; in Rockville, Md. Early in his career, Axelrod helped identify the pain reliever acetaminophen (Tylenol is a popular brand) before moving on to his signature work, which led to the development of the class of antidepressants that includes Prozac and Zoloft...