You and your brain are in the crosshairs of neuromarketing

Why does this not seem altogether good news? Details have recently been revealed about new insights into the human brain — and how marketers can make use of them to sell more stuff.

Just in from Daily News & Analysis — which reportedly “has fast entrenched itself in the lives of a young and dynamic readership in India’s commercial capital Mumbai” and from that position offers its readers “a composite picture of India and the world” — is a story about new discoveries in neuroscience that are expected to revolutionize the marketing world. How? By using tests to measure, with a high degree of accuracy, your brain’s responses to whatever catches your eye. Well, maybe not your brain, but focus groups of brains enough like yours that sellers will be homing in on you as never before. It’s called EEG-based neuromarketing.

It’s all covered in a new book titled The Buying Brain: secrets for selling to the subconscious mind, by A.K. Pradeep, founder and CEO of NeuroFocus Inc and a Silicon Valley entrepreneur whose MySpace page says that his brain research company is going to change the world as we know it forever.

“Companies around the world, including the largest and most successful global giants”, reports DN&A, “are increasingly turning to EEG-based neuromarketing that measures the whole brain because it offers far more accuracy, reliability, and actionable results than conventional market research methods.” That “actionable results” business refers to you and me, Mr. & Ms. Target Market.

But to move from the Daily News & Analysis over to Amazon.com, here are a couple of tips from its Product Description segment which says “The Buying Brain is your guide to the ultimate business frontier – the human brain.”

1) Your brain gets scared in some stores. Your conscious mind doesn’t know it, of course, but your subconscious mind views sharp corners as a threat. Who knew?

2) Too much of one thing can make your brain go blind. “Repetition blindness” sets in when we see too many of the same objects. (The TV department of Best Buy either has not figured this out yet, or has found that TV buyers like to buy blindly.)

3) Men and women are hard-wired to shop differently. Men shop by looking for targets; women shop by looking for landmarks. Women explore their territory; men make maps.

There are fewer and fewer secrets. You may indeed be able to improve your memory or strengthen brain function, but marketers are probably going to be one step ahead of you. That caveat emptor phrase has morphed from “buyer beware” to Be Very Afraid.

Do We REALLY Want to Live Forever?

Is immortality just around the corner?

Say you could live, maybe not forever, but to 150 or so; would you exercise that option? The immortalists, notably including British biomedical gerontologist Aubrey de Grey, unquestionably would. Immortalist thinking is that we should be “conquering death” (by rearranging genomes and other scientific maneuvers) so we can set about living into infinity. De Grey’s goal is to develop a “cure” for human aging.

Immortalism — OK, it’s not in the dictionary, but may be there any day now — the notion that humans should be able to live forever, has been around for a while itself. In the late 1920s, after an “otherworldly experience in the Utah desert,” aviation pioneer Charles Lindbergh enlisted Nobel laureate scientist Alexis Carrel in an immortality project that never went much of anywhere. And that was fortunate, since it had more than a smattering of facism and anti-semitism. Several years ago, David Freidman wrote about that project in The Immortalists: Charles Lindbergh, Dr. Alexis Carrel and Their Daring Quest to Live Forever.

And now comes another daring quest. It’s led by super-scientist de Grey and is detailed in another, new book by Jonathan Weiner, Long for This World: The Strange Science of Immortality. No offense to Jonathan Weiner, who is a remarkably gifted writer with one Pulitzer Prize and a great deal more literary honors more than this writer, but I think I’ll pass on Long for This World. I did read a fine review of it by Abraham Verghese in the New York Times Book Review of August 1 (and was pleased to have my letter about it published a couple of weeks later.) Verghese pointed out that the Immortalists miss the point: “that simply living a full life span is a laudable goal,” and that we could end up “simply extend(ing) the years of infirmity and suffering.”

There’s also a finite amount of space on the planet, and just now we’re not doing a great job of sharing that space. This small piece of cyberspace believes the quest for better life — say, health and wellbeing — might make more sense than the attempt to “conquer death.”

The curious world of cyberspace

Disappearing from cyberspace is a little like being a tree that falls in the forest. A very small tree. Having disappeared from cyberspace myself for a couple of weeks, I am comforted by the fact that the forest is very large.

It’s not that this space disappeared, just that Boomers and Beyond disappeared. Boomers and Beyond is a blog primarily about issues critical to over-50 generations, and it came to pass on  True/Slant.com a couple of years ago. It dealt with health care and fitness and housing choices and brain exercises and driving safety, and often diverted into rants about gay rights and abortion rights and gun control and other miscellany — because the True/Slant folks were a free-wheeling bunch and why should anybody quit worrying about rights and justice when they turn 50? All those profound words are archived in this nifty blog (this WordPress one right here) created by incredible friend-of-B&B-&-this space Mary Trigiani, so that if anyone stumbles into the forest and wants to study a small bush those twigs — OK, enough with the metaphor — are there to be read.

True/Slant didn’t actually disappear; it got bought by Forbes, and is gradually reappearing (as a New And Improved Forbes blogsite) there. Boomers & Beyond is reportedly going to reappear thereon, as soon as a contract appears. In the interim, it is just sitting there inert, and after several watchful readers noticed its inertia (posting anything new isn’t an option at True/Slant any more) I decided to venture once more into cyberspace.

It’s pleasant to meet you here. I hope we’ll meet again soon.

Early cancer tests, surgeries questioned

Was this mastectomy necessary? It’s a question few breast cancer survivors want to ask, and one that few are likely to answer absolutely. But after years of aggressive emphasis on early diagnosis and treatment, some previous imperatives are being called into question. Noting that breast biopsy has long been considered the “gold standard,” a report in today’s New York Times addresses the new rethinking:

As it turns out, diagnosing the earliest stage of breast cancer can be surprisingly difficult, prone to both outright error and case-by-case disagreement over whether a cluster of cells is benign or malignant, according to an examination of breast cancer cases by The New York Times.

Advances in mammography and other imaging technology over the past 30 years have meant that pathologists must render opinions on ever smaller breast lesions, some the size of a few grains of salt. Discerning the difference between some benign lesions and early stage breast cancer is a particularly challenging area of pathology, according to medical records and interviews with doctors and patients.

Diagnosing D.C.I.S. “is a 30-year history of confusion, differences of opinion and under- and overtreatment,” said Dr. Shahla Masood, the head of pathology at the University of Florida College of Medicine in Jacksonville. “There are studies that show that diagnosing these borderline breast lesions occasionally comes down to the flip of a coin.”

Much of the current finger-pointing is toward pathologists, where their money comes from, whether they are ‘certified’ or not and in general, how good a job they do.

In 2006, Susan G. Komen for the Cure, an influential breast cancer survivors’ organization, released a startling study. It estimated that in 90,000 cases, women who receive a diagnosis of D.C.I.S. or invasive breast cancer either did not have the disease or their pathologist made another error that resulted in incorrect treatment.

After the Komen report, the College of American Pathologists announced several steps to improve breast cancer diagnosis, including the certification program for pathologists.

For the medical community, the Komen findings were not surprising, since the risk of misdiagnosis had been widely written about in medical literature. One study in 2002, by doctors at Northwestern University Medical Center, reviewed the pathology in 340 breast cancer cases and found that 7.8 percent of them had errors serious enough to change plans for surgery.

This space has argued occasionally for reconsideration of yearly mammograms and for longer, stronger consideration of other options before a mastectomy is performed. Especially in the case of older women.

Would I insist on further studies or opt for less radical treatment if I were diagnosed with breast cancer today? Probably. Can I undo the mastectomy I had at 72? Not exactly. Second-guessing is beside the point for someone who is healthy and fit, but asking questions won’t ever hurt.

Earliest Steps to Find Breast Cancer Are Prone to Error – NYTimes.com.

Afghanistan suggestion: Make tea, not war

Greg Mortenson in Afghanistan 3500ppx
Image via Wikipedia

A glimmer of good news from the endless bad-news war in Afghanistan: the people doing the fighting are in touch with someone who was winning, a long time before they started fighting.

In the frantic last hours of Gen. Stanley A. McChrystal’s command in Afghanistan, when the world wondered what was racing through the general’s mind, he reached out to an unlikely corner of his life: the author of the book “Three Cups of Tea,” Greg Mortenson.

“Will move through this and if I’m not involved in the years ahead, will take tremendous comfort in knowing people like you are helping Afghans build a future,” General McChrystal wrote to Mr. Mortenson in an e-mail message, as he traveled from Kabul to Washington. The note landed in Mr. Mortenson’s inbox shortly after 1 a.m. Eastern time on June 23. Nine hours later, the general walked into the Oval Office to be fired by President Obama.

Mortenson, of course, hasn’t been winning any battles. What he has been winning are the trust, and occasionally the hearts, of Pakistani tribal leaders in a long-running effort to educate their daughters.

The story of this school-building crusade, which came about as a thank-you gesture after Mortenson received help during a mountaineering mishap, is told in Three Cups of Tea. The story of the book — it went nowhere when published with a warrior subtitle, then caught on like wildfire when Mortenson won a mini-battle to bring it out as his originally intended plea for peace — is told in the talks he has been making around the country for several years.

To hear Mortenson talk, as this writer has happily done several times, is to become a believer in hope. Most of us have been coming home saying, “Gee, could we spend a few billions less on platoons and give a few billions to Greg Mortenson’s schools instead?” Mortenson, a giant of a man who clearly has no personal agenda, is not a motivational speaker. But his tale is compelling.

The title of that first book comes from his discovery, early on, that the first step in building anything — school, relationship, whatever — is to sit down over three cups of tea. Hundreds of cups of tea and a few near-death episodes later, he has quietly managed to forge relationships with isolated tribes and build schools for girls who will grow up — perhaps — to think there’s something good about America. Some schools have been destroyed (and occasionally rebuilt), some relationships have gone sour, but the idea that something good can be developed between the U.S. and that wild land without bombs and guns — or despite guns and bombs — is heart-warming. And more than a little surprising.

Mr. Mortenson, 52, thinks there is no military solution in Afghanistan — he says the education of girls is the real long-term fix — so he has been startled by the Defense Department’s embrace.

“I never, ever expected it,” Mr. Mortenson, a former Army medic, said in a telephone interview last week from Florida, where he had paused between military briefings, book talks for a sequel, “Stones into Schools,” and fund-raising appearances for his institute. (The Central Asia Institute, a nonprofit foundation dedicated to community-based education, primarily for girls, in Pakistan and Afghanistan.)

But thanks to a few military wives, who read Three Cups of Tea and then insisted their husbands read it too, a connection was made between the warriors and the peacemaker. It is an unlikely, and in many ways perilous, partnership, but if you’ve read the book or heard the talk you probably feel a glimmer of optimism.

The military’s Mortenson-method efforts  in Afghanistan thus far are outlined in Elisabeth Bumiller’s July 18 New York Times report. His own job will now involve convincing the elders that he hasn’t become a tool of the military. It’s a strange world out there. But it seems somehow more hopeful.

Unlikely Tutor Giving Military Afghan Advice – NYTimes.com.

Death wish for boomers & elders?

Reaching for the hemlock in order not to be a burden…. this seems a little farther than most of us want to go. But the idea is crossing more than a few aging minds, reports CNN intern Sachin Seth on a recent blog.

Rather than burden their children with the daunting task of caring for them as they age, some baby boomers may be considering an extreme form of “relief.” Suicide.

Psychiatrist Mark Goulston says he’s been approached by some middle-aged patients who say they’d rather “take a bottle of pills” than inconvenience their children.

Dr. Goulston blames the problem on the impatient nature of “millennials” – the offspring of baby boomers – a trait he says was passed down from the boomers themselves.

Adding to their angst is their own experience of taking care of elderly parents, which sometimes leads to feelings of resentment. Baby boomers don’t want their own children to grow to resent and begrudge them when they get old and feeble.

There’s a video exchange between Goulston and CNN’s Don Lemon that’s worth watching, but won’t lift your spirits much.

Add to this don’t-be-a-burden dilemma — and it IS a dilemma that crosses the mind of everyone over 60 and most folks who have a parent over 60 — the bizarre situation of estate taxes right now and the whole business of dying gets seriously complicated. It was okay last year, when you knew estate taxes were magically going to disappear on January 1, 2010, so the focus was on staying alive until then.

The Oakland you didn't see on TV

[youtubevid id=”0MNcWUX5oU4″]You may have read the reports of how few of the vandals in Oakland CA last week came from Oakland. But what you may not have read about (or seen) were the peaceful folks who also gathered to encourage both protest and peace.

There was after-dark violence in Oakland, contained within a fairly small area, following the involuntary manslaughter verdict of transit officer Johannes Mehserle in the death of Oscar Grant, reported on TV news across the country. Oakland takes a lot of guff. There were rallies in support of Mehserle, and gatherings in remembrance of Grant, and worries because many wanted a murder conviction. Following the verdict, a crowd estimated at fewer than 1,000 gathered downtown for a peaceful demonstration of their dissatisfaction with the verdict. A small group of about 100, after the sun went down, turned to vandalism and looting. There were 78 arrests; three-quarters of those arrested were not from Oakland. It’s a sadly familiar story, especially in the way it was reported; what was reported was far from the whole story.

Interestingly, right in the middle of the troubled block is the headquarters of an organization called Not In Our Town (NIOT). “We thought it was important to set the record straight,” the NIOT folks said in an e-mail today, “by filming the encouraging community response taking place right outside our door. Here are the young people of Oakland expressing their love of this city, and their commitment to keeping the peace, no matter their reaction to the verdict.”

NIOT is a national movement that “encourages and connects people who are responding to hate and building more inclusive communities.” On their home page is a U.S. map featuring recent hate incidents (red dots) and recent anti-hate action (green dots.) The green dots outnumber the red dots, which is a heartening development to recognize, although the red dots tend to get better press.

This space is a certified member of NIOT. This space is regularly fingered as a Pollyanna. But the active (as opposed to the certified, who are often wimps) NIOT people are not Pollyannas, but courageous and simultaneously gentle souls. Check them out. You may want a NIOT in your town.

Spain wins World Cup, but not TV; Soccer from a soccer mom view

pivot soccer
Image via Wikipedia

Would soccer catch on in the U.S if our TV screens were bigger? Maybe so, but I still doubt it. Twenty-two — until you start tossing them out for misbehavior  — guys kicking a tiny ball up and down a field at warp speed without even the excitement of racking up a goal in regulation so you can stop and catch your breath, or a commercial break so you can go to the bathroom, I’m just not sure soccer will ever make it in America. Of course, your TV screen is probably bigger than ours, which is OK. On the giant screens at bars and coffee shops all along San Francisco’s Fillmore Street Sunday there was an awful lot of hoopla. There may have been some business for the restaurant owners, but it looked like a great deal more hooping and hollering than drinking.

It is safe to say that this space has been into soccer longer than any other T/S space. Dating, actually, from the day that #1 son came home from hanging out at some local playground circa 1968, and we said, “You’ve been doing what? A round, black-&-white ball you just kick? Soccer moms had not yet been invented, but this one was, at that moment. Three kids, a combined total of about 36 years at a minimum of 2 or 3 games per week; you do the math. The in-house soccer dad coached so many of them that he and his co-coach had to coach the local high school coach, who had never heard of soccer until then either. But our scruffy, inner city team beat the hoity-toity suburban high school for the state title in 1970-something (it’s all a blur) so it was certainly worth it.

Pro soccer, though, that’s another whole deal. By now every kid in the U.S. has kicked around a soccer ball, half of them are addicts, and still they grow up to be non-fans. Go figure. I think it boils down to the screen size, the warp speed and the lack of bathroom commercial time.

And it’s too bad. The primary emotion I recall from about a century-worth of soccer-game watching was empathy: everybody felt sorry for the goalie’s mom. Didn’t matter if your team scored the goal, you still felt sorry for the goalie’s mom.

The world needs a little more empathy. Meanwhile this space has to quit typing and send condolences to our good friends in Amsterdam.

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