A group of researchers have used a functional MRI to map out the parts of the brain that respond to brand identity, showing how Pavlovian conditioning generates response to a brand-mark.
They developed a Pavlovian-type association by flashing a geometric shape on a computer screen and giving a squirt of juice into the volunteers' mouths. However, the volunteers did not realise that they were being conditioned in this way - they were simply told to press a button to indicate on which side of the screen the shape had appeared.
The team measured how the volunteers had become conditioned by measuring their anticipation of the juice squirts following an image by measuring the dilation of their pupils...
The fMRI scans revealed significant responses reflecting learning in the ventral midbrain and the ventral striatum. Crucially, they found that the strength of the response correlated with the volunteer's like or dislike of the juice.
You’d be forgiven for thinking the videocassette format long-dead, but it turns out that Betamax is still around. Sony is finally going to withdraw tapes from sale, bringing a 40-year story to an end. The last recorders were sold in 2002. ベータビデオカセットおよびマイクロMVカセットテープ出荷終了のお知らせ [Sony; via The Verge]
A leaked Comcast memo discloses that the company’s consumer data caps have nothing to do with network congestion, contrary to its public claims. The internet service provider has often complained (such as when lobbying against net neutrality) that it must impose limits on service to prevent network congestion. The argument suggests that these measures are […]
LA Makerspace co-founder Tara Tiger Brown shares a project that her kid-friendly maker workshop is trying to make a reality.
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These knitted gloves are here to save the day (and your hands) with an ultra-comfy, double-layer that will allow you to stay warm and use your phone. Now you can take photos on the fly, text, Tinder, and more without letting freezing temperatures get in your way. Plus they work with all touchscreens, so no […]