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Tag Archives: neuroscience

Brain activated by fair treatment

By Ricki Sharpe | Published: April 24, 2008

The human brain responds to being treated fairly the same way it responds to winning money and eating chocolate, UCLA scientists report. Being treated fairly turns on the brain’s reward circuitry.

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Beware! Advertisers read your mind

By Ricki Sharpe | Published: February 22, 2008

First came direct marketing, then focus groups. Now, advertisers, with the help of neuroscientists, are closing in on the holy grail: mind reading. At least, that’s what is suggested in a paper published in Human Brain Mapping authored by a group of researchers in advertising and communication and neuroscience at the University of Florida.

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How brain cells self-destruct

By Ricki Sharpe | Published: February 11, 2008

I have previously written about the contribution that older workers can make in solving the talent crisis. I have also written about the reluctance of employers to hire older workers. Employers often give cognitive fitness as a primary reason for this reluctance. Psychologists know that cognitive performance can decline with age, but that some people avoid this decline by engaging in tasks that continually stretch their minds. It seems to be a matter of use it or lose it. Now comes some added weight to the use it or lose it argument from the field of neuroscience.

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Welcome to your brain

By Ricki Sharpe | Published: November 14, 2007

Feeling a little less mentally quick than you did a few years ago? Maybe you are among the many people who do brain exercises like sudoku to slow the cognitive decline associated with aging. We’ve got a better suggestion.

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Use it or lose it

By Ricki Sharpe | Published: September 17, 2007

Psychologists have known for a long time that performance on cognitive tests declines with age making many older workers more suited to doing what they know best, and less suited to new conceptual and creative tasks. However, many older workers whose job requires them to keep up to date and engage in tasks that continuously stretch their minds seem to avoid this decline in cognitive function.

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