Word: reward
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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...
...that elicited the strongest activity in the reward regions included Coca-Cola 's video game spot, in which the leather-jacketed hero "gives a little love" and spreads goodwill rather than violence. And, in a sign of the emergence of user-generated content, Frito-Lay 's Doritos ad, which was both created by a consumer and voted on by consumers in an online contest, also ranked high as a trigger for the brain 's reward circuit. The ads that elicited little response in the ventral striatum, according to the UCLA study, included Robert Goulet 's turn as an office gremlin...
...speedy efforts of the EPC are commendable, and their product is practical; the approved fields will reward and provide flexibility to students curious about a subject far removed from their own concentration. They are also an improvement for students who wish to pursue two somewhat-related fields, but who are not sufficiently interested in their intersection to write a joint thesis. To top it off, the EPC has allocated a generous amount of resources to the nascent program, ensuring that even in pursuit of these minor concentrations, students will be advised and assisted well...
...Rice are as daunting as they have been for any Secretary of State in the past three decades. After six years of tussling with others on Bush's national-security team, Rice has seen off her rivals and emerged as the principal spokesperson for Bush's foreign policy. Her reward has been to inherit responsibility for selling a failed policy in Iraq and salvaging a legacy for Bush at a time when few in the world are in the mood to help her. "Bush is severely weakened and has very little credibility or support at home or abroad," says Leslie...