Word: unfamiliarity
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...Those who would prefer to keep their job--and that would include most of us--can regard the book as a checklist of things you can do to protect your position or get a new one. You may already know many of them, but perhaps it's that one unfamiliar tip that will keep your ass in your Aeron...
This volatile city in southern Afghanistan, known as the spiritual birthplace of the Taliban, isn't unfamiliar with the staccato rattle of gunfire and the thunder of explosions. But last week's bomb attack - the deadliest in years - has deepened the anguish of war-weary Kandaharis living in the shadow of rising violence. A cluster of vehicle bombs ripped through a central area of Kandahar, killing 43 and injuring 65, nearly all of them civilians. The ear-piercing explosions sent shock waves through the city, smashing windows miles away from the bombing site and leaving broken shards of glass...
...developing Alzheimer's - those with both the genetic makeup and a family history - showed high levels of activity in the hippocampus, posterior cingulate and regions of the frontal cortex, all areas involved in memory. The control group showed the opposite pattern. Their brains became more excited when they saw unfamiliar names, which included Irma Jacoby, Joyce O'Neil and Virginia Warfield...
Wood wanted more data, so she conducted the experiment again, with a few changes. This time, she reversed the order: she asked how much change 222 undergraduates at two universities were undergoing before asking them to choose between familiar and unfamiliar products - a much longer list this time, including "your regular brand" of deodorant vs. "a new one that looks interesting" at the same price, a free download from a band you know vs. one from a recommended band you don't and orange juice vs. "mandarin guava juice...
...again, the results were clear: those who said their lives were changing were far more likely to pick unfamiliar products than those for whom everything was pretty normal. (See pictures: "What the World Eats, Part...