The Frontal Lobe Asymmetry Model and Consumer Behavior

Bottom line: This is a very ambitious set of claims and propositions covering vast areas of brain processes, marketing and consumer behavior. It is over reaching and implausible. However, it is also very appealing in the comprehensiveness of the model and it’s reported conclusions which support current marketing beliefs and perceived everyday experiences. It proposes […]

Video Games are Good for You: “… activation of mesolimbic circuits is driven primarily by the interactive or participatory nature of gameplay, as opposed to the vivid, dynamic sensory stream it generates”

…activation of mesolimbic circuits is driven primarily by the interactive or participatory nature of gameplay, as opposed to the vivid, dynamic sensory stream it generates Because reward-related neural activity often peaks transiently in response to the appearance or anticipation of motivationally-relevant stimuli, primary analyses assessed effects of interactive gameplay on reward-related mesolimbic activation during the […]

The Aging Brain

As predicted, white matter integrity was associated with probabilistic reward learning. [White matter is the structural infrastructure of the brain, not the processing part]. Specifically: increased white matter integrity in thalamocortical and corticostriatal paths was associated with better reward learning performance diminished integrity in these paths mediated the association between age and poor performance consistent […]

How the Brain Handles Different Goals

The best-laid plans: How we update our goals based on new information Princeton University researchers have identified mechanisms that govern how the brain incorporates information about new situations into our existing goals…. updating goals takes place in a region known as the prefrontal cortex, and appears to involve signals associated with the brain chemical dopamine. […]