How sound is used to make you remember brands

From the THX sound to Windows startup chimes, audio is a key weapon in the psychological branding arsenal. In this video from Wired, Andrew Stafford (Co-Founder & Director at Big Sync Music) and Steve Milton (Founding Partner at Listen) provide commentary on some of the most famous.

There was a time, Stafford says, when the Nokia ringtone was being played 20,000 times a second. [via MeFi]

Encore: the story behind Sosumi, the most annoying Mac sound. Read the rest

Video of 67 people paid to jump from a 33-feet diving tower for the first time

"Would you jump? Or would you chicken out?" That's the question asked of 67 different people who were asked to jump off a 10-meter diving tower into a pool. None of them had done it before, and it took most people a while to work up the nerve. I could do it, as long as someone push me off while I wasn't looking.

From the NYTimes:

"Our objective in making this film was something of a psychology experiment: We sought to capture people facing a difficult situation, to make a portrait of humans in doubt...Through an online advertisement, we found 67 people who had never been on a 10-meter (about 33 feet) diving tower before, and had never jumped from that high. We paid each of them the equivalent of about $30 to participate."

Through an online advertisement, we found 67 people who had never been on a 10-meter (about 33 feet) diving tower before, and had never jumped from that high. We paid each of them the equivalent of about $30 to participate — which meant climbing up to the diving board and walking to its edge. We were as interested in the people who decided to climb back down as the ones jumping.

Read the rest

Dan Ariely: The Corruption Experiment

Dan Ariely, professor of psychology and behavioral economics at Duke University, set up an experiment to measure dishonesty using a coin and a six-sided die. Conclusion: "if the person running the system is telling us corruption or dishonesty is allowed, our understanding of what is acceptable changes instantly." Read the rest

How LSD microdosing made a mega difference in one woman's mood, marriage, and life

Ayelet Waldman is a novelist, non fiction author, and former federal public defender. Her latest book is called A Really Good Day: How Microdosing Made a Mega Difference in My Mood, My Marriage, and My Life. I interviewed her this morning.

Why did you start microdosing?

I started microdosing because I was profoundly and dangerously depressed. I have a mood disorder and for many, many years my medication worked great. I took it, I did what my doctor told me and everything was fine. But at some point my medication stopped working. I tried all sorts of different things. And nothing helped. I was getting worse and worse and more and more full of despair and more and more full of rage and more and more unstable and I became suicidal. I started doing things like googling the effects of maternal suicide on children and I was so terrified that I was going to do something to myself, that I was going to hurt myself, that I decided to do something drastic and something that some people might think is crazy -- I decided to try microdosing with L.S.D.

Did it work?

Oh absolutely. It worked for sure. It's sub-perceptual. In fact, if I told you right now, "Hey Mark, I slipped a microdose of LSD. in your coffee," you wouldn't even know the difference. The effect for me was instantaneous. My depression lifted right away. The book is called A Really Good Day because at the end of that very first day, I looked back and I thought, "that was a really good day." It wasn't like everything was perfect. Read the rest

Why Trump brings clapping, laughing sycophants to his press events and appearances

The press reported cheering at Donald's press conference and at his address at the CIA memorial, and it turned out to be his staffers, an entourage of fawning sycophants paid to clap. It's funny, at first. Then you realize that it's a grotesque headgame that is only going to get worse. Read the rest

Can you "hear" flashes of light? Do you have synesthesia? Take a test.

Can you "hear" motion or light flashes? If so, according to new research from City University London, you may be experiencing a not-so-rare form of synaesthesia. Synesthesia is the fascinating neurological phenomenon whereby stimulation of one sense involuntarily triggers another sensory pathway. For example, a synesthete might taste sounds or hear colors. (In this study, 8 out of 40 participants, a very high percentage, were considered to have hearing-motion synaesthesia.) Here is their test for you to take yourself. From The Guardian:

(This new study) suggests that many more of us experience a less intrusive version of (synesthesia) in which visual movements or flashes are accompanied by an internal soundtrack of hums, buzzes or swooshes. Since movements are very frequently accompanied by sounds in everyday life, the effect is likely to be barely discernible.

When tested under laboratory conditions, the “hearing motion” effect appeared to enhance a person’s ability to interpret fine visual movements, but also interfered with the ability to hear real sounds when visual and audio signals were mis-matched.

“These internal sounds seem to be perceptually real enough to interfere with the detection of externally-generated sounds,” said Freeman. “The finding that this ‘hearing-motion’ phenomenon seems to be much more prevalent compared to other synaesthesias might occur due to the strength of the natural connection between sound and vision.”

In a separate study, the team tested for the phenomenon in trained musicians and found that it was much more common in the group. It is not clear if this is due to a natural disposition to link sounds and visual cues or whether thousands of hours of training might have strengthened the neural circuitry behind the effect.

Read the rest

How to get rid of ear worms

Annoying song stuck in your head? This BrainCraft video explains that listening to it from beginning to end may free you from its burden. It's a technique based on the Zeigarnik effect, the tendency we have to remember things which are uncompleted.

To try it yourself, listen to this first:

Read the rest

This person designs alarm sounds to wake,warn, annoy, or otherwise alert you

Carryl Baldwin, a professor of cognition and applied auditory research, designs and tests sounds for "use as alarms in household, aviation, medical, and automotive settings." Atlas Obscura explores the art and science of making sounds that convey a spectrum of urgency:

One of the main considerations is the annoyance factor. To test for annoyance in the lab, says Baldwin, “we’ll construct sounds and we’ll look at all of the different acoustic parameters, so we might vary, for instance, intensity, frequency, the number of harmonics, how fast it ramps up and down, the temporal characteristics—like whether it’s going d-d-d-d-d-duh rapidly or duhhhh-duhhhhh-duhhhh.”

The faster an alarm goes, the more urgent it tends to sound. And in terms of pitch, alarms start high. Most adults can hear sounds between 20 Hz and 20,000 Hz—Baldwin uses 1,000 Hz as a base frequency, which is at the bottom of the range of human speech. Above 20,000 Hz, she says, an alarm ”starts sounding not really urgent, but like a squeak.”

Harmonics are also important. To be perceived as urgent, an alarm needs to have two or more notes rather than being a pure tone, “otherwise it can sound almost angelic and soothing,” says Baldwin. “It needs to be more complex and kind of harsh.” An example of this harshness is the alarm sound that plays on TVs across the U.S. as part of the Emergency Alert System. The discordant noise is synonymous with impending doom.

"An Alarm Designer on How to Annoy People in the Most Effective Ways" (Atlas Obscura) Read the rest

Altruistic people have more sexual partners

Research suggests that people who do nice things for others, often at a cost for themselves, are more sexually attractive. From an evolutionary perspective, this might be because altruism indicates that a potential mate is more cooperative and caring. Evolutionary psychologists Steven Arnocky, at Nipissing University, and Pat Barclay, at the University of Guelph, conducted a fascinating study to explore whether altruistic people really do have more sexual partners. From Scientific American:

This theory suggests that altruism may serve, in part, to convey one’s value as a mating partner, including one’s concern for others and likelihood of cooperating with future mates. Research has shown that we prefer altruistic partners, all else being equal; especially for long-term mating (the evidence for altruism being preferred in short-term mates is mixed). Not surprisingly, then, the pull to demonstrate one’s altruism can be strong. Some research has shown that men will actively compete with one another (termed competitive altruism) by making charitable donations to women. Interestingly, these charitable donations increase when the target of one’s altruism is physically attractive...

Previous findings from hunter-gatherer populations have shown that men who hunt and share meat often enjoy greater reproductive access to women. But do these links hold up in other cultural and contextual arenas, such as in contemporary North American society? To find out, we conducted a set of two studies. In our first study, undergraduate men and women completed an altruism questionnaire (involving questions like “I have donated blood”), along with a sexual history survey. Participants also completed a personality inventory, given the possibility that those with certain personality characteristics (such as being extroverted) might happen to engage in both more altruism and more sexual activity.

Read the rest

Honest mimicry vs. dishonest mimicry

I learned that there are two forms of mimicry in nature -- honest mimicry (e.g., bees and wasps look similar and advertise that they can sting) and dishonest mimicry (e.g., some flies look like bees and wasps to trick predators into thinking they can sting).

Inés Dawson, a graduate and PhD student at the University of Oxford, is the creator of this video, which is part of a science series on YouTube called Draw Curiosity. Read the rest

Haunting an X-rated movie screening... for science!

In 1960, parapsychologist Anthony Donald Cornell donned a bed sheet and attempted to scare an audience watching an X-rated film in a movie theater. Why? Cornell, a believer in ghosts himself, wanted to understand how people reacted during "apparitional experiences." Today at the BBC, University of Oxford experimental psychologist Matthew Tompkins explores Cornell's strange experiments and considers how his methods may have contributed to the study of "inattentional blindness." Indeed, the ghost in the movie theater experiment is not unlike Daniel Simons and Christopher Chablis's classic "Selective Attention Test" from 1999. If you're not aware of that experiment, the video below is a must-see. From the BBC:

For Cornell, the experiment was another failure. None of the audience reported anything remotely paranormal. Many saw nothing unusual at all: 46% of the respondents had failed to notice the Experimental Apparition when Cornell first passed in front of the screen, and 32% remained completely unaware of it. Even the projectionist, whose job was to watch for anything unusual, reported that he had completely failed to notice the apparition. Those that did see ’something’ were not particularly accurate in their descriptions....

For me, these failures to see are by far the most exciting part of the experimental series. The pleasure of reading Cornell’s original reports, which were published in 1959 and 1960 in the Journal of the Society for Psychical Research, is that he writes in matter-of-fact academic prose. He dutifully reports numbers and exact quotes from participants, and walks the reader through the details of his experimental designs without a glimmer of apparent irony.

Read the rest

Using the science of group conflict to understand Trump's campaign

In Five Beliefs That Propel Groups Toward Conflict, published in American Psychologist, a pair of researchers lay out the five beliefs that, when transmitted by leaders to their followers, creates a "group conflict" that propels the group forward. Read the rest

"Power Poses" are bullshit

In 2010, three psychologists published a paper on "power poses", with their finding that people who adopted "power poses" -- think of superheroes on skyscrapers -- felt more powerful and took more risks. Read the rest

Climate denial's internal contradictions spring from a need to defend economic doctrine

A trio of scholars who study the psychology and philosophy of science have written a fantastic paper for Springer's Sythese looking at the way that climate change conspiracy theorists construct their view of the world, and how these conspiracy theories contain self-contradictory theses (like the idea that climate change can't be predicted and the idea that the data shows we're actually headed for an ice-age). Read the rest

Psychology's reproducibility crisis: why statisticians are publicly calling out social scientists

Princeton University psych prof Susan Fiske published an open letter denouncing the practice of using social media to call out statistical errors in psychology research, describing the people who do this as "terrorists" and arguing that this was toxic because of the structure of social science scholarship, having an outsized effect on careers. Read the rest

Using Benjamin Franklin's behavioral economics maxim in magic

When Benjamin Franklin wanted someone to like him, he'd ask that person to do him a favor, because he noticed that people who'd done him a nice turn would rationalize this by assuming that they'd done so because they liked him, and so they'd continue to do him other favors in the future based on that affection. Read the rest

"Anger Release Machine": a coin-op for shattering fine breakables

In 2008, the Swiss/Danish design team Yarisal & Kublitz created their "Anger Release Machine," a vending machine stocked with "crystal glasses, plates, porcelain, various items" (the catalog helpfully adds "70 x 77 x 182 cm") -- insert coin, shatter breakables, feel better. Read the rest

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