Word: classicized
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...research is purely academic, although even brain experts anticipate that it's just a matter of time before their findings become a routine part of any smart corporation's marketing plans. Some lessons, particularly about how the brain interprets brand names, are already enticing advertisers. Take, for example, the classic taste test. P. Read Montague of Baylor College of Medicine performed his version of the Pepsi Challenge inside a functional magnetic resonance imaging (fMRI) machine in 2004. Montague gave 67 people a blind taste test of both Coke and Pepsi, then placed his subjects in the scanner, whose magnetic field...
What Sirois and his postgraduate assistant Iain Jackson are challenging is the interpretation of a variety of classic experiments begun in the mid-1980s in which babies were shown physical events that appeared to violate such basic concepts as gravity, solidity and contiguity. In one such experiment, by University of Illinois psychologist Renée Baillargeon, a hinged wooden panel appeared to pass right through a box. Baillargeon and M.I.T.'s Elizabeth Spelke found that babies as young as 31/2 months would reliably look longer at the impossible event than at the normal one. Their conclusion: babies have enough built...
...CLASSIC EXPERIMENT, SCIENTISTS AT THE University of Trier in Germany subjected 20 male volunteers to a situation guaranteed to raise their stress levels: participating in a mock job interview and solving arithmetic problems in front of strangers who corrected them if they made mistakes. As expected, each subject's cortisol level rose at first. But by the second day of the trial, most of the men's cortisol levels did not jump significantly. Experience had taught them that the situation wasn't that bad. Seven of the men, however, exhibited cortisol spikes every bit as high on the fourth...
...forests and backwaters of Congo, and the world they hide within them, have long fascinated those with a passion for the unknown. In Heart of Darkness, Joseph Conrad's 1902 classic novella on the horrors of colonialism, Congo's intricate geography acts as a metaphor for the recesses of the human mind--as if in the folds and bends of Africa's landscape we can find meaning behind our hidden desires and nightmares. In such a vast and foreign place, though, even the most plainspoken facts--4 million people dead since 1998; more than 1,000 people dying...
...reruns is a little too depressing. Fortunately, it’s not too late to abandon ship. Beat the intersession blues with a trip to Montreal and enjoy the city’s foreign cool, quirky accents, and friendly drinking age. First, indulge your appetite at Les Chenets with classic Québécois poutine—fries, gravy, and juicy cheese curds. Mmm, heart disease. Then head to St-Viateur for soft Montreal bagels and slab on some famous Montreal smoked meats from Schwartz Charcuterie. Never mind the fact that you gained some exam-induced pounds?...