Вера принуждает мозг ко лжи

Вера принуждает мозг ко лжи

by Евгений Волков -
Number of replies: 2

Сегодня увидел в ленте FB такой текст, который при первичном поиске показался популярным фейком, потому что ссылок никаких не было (фейком показался сам факт эксперимента, а не полученные результаты, которые и так подкрепляются постоянно миллионами фактов):

«В экспериментах, проведенных в Университете Бэйлор [Baylor University], людям дали Колу и Пепси в стаканах без опознавательных знаков. Потом присоединили испытуемых к сканеру мозга, который четко показал, что некоторые из них определенно предпочли Пепси.

Когда этим людям сказали, что они пили Пепси, часть из них которым всю жизнь нравилась Кола, сделали нечто неожиданное. Сканер показал, что их мозг изменяет сигналы удовольствия, подавляя их. В последствии, испытуемые сказали экспериментаторам, что им больше понравилась Кола.

Они лгали, но в их субъективном воспоминании ситуации -- нет. Они действительно думали, что предпочитают Колу после всего произошедшего, и они изменили свои воспоминания для соответствия эмоциям.

Где-то в прошлом их «оклеймили», и теперь они привержены Коле, даже если им действительно больше нравится Пепси. Мощные умственные конструкции не дают принять это даже для себя».

Более тщательный поиск позволил почти сразу найти первоисточник, включая полный текст самой статьи и прилагаемые слайды:

Neural Correlates of Behavioral Preference for Culturally Familiar Drinks.

Комментировать не хочу, поскольку и так очевидность. Но чтобы эту очевидность проиллюстрировали сканами мозга -- такого ещё не встречал. И само собой -- альтернативы критическому мышлению нет.

212 words

In reply to Евгений Волков

Re: Вера принуждает мозг ко лжи

by Евгений Волков -
Neuron, Volume 44, Issue 2, p. 379-387, 14 October 2004
Article

Neural Correlates of Behavioral Preference for Culturally Familiar Drinks

Samuel M. McClure12
, 
Jian Li1
, 
Damon Tomlin
, 
Kim S. Cypert
, 
Latané M. Montague
, 
P.Read Montaguecorrespondence
Department of Neuroscience, Menninger Department of Psychiatry and Behavioral Sciences, Baylor College of Medicine, 1 Baylor Plaza, Houston, TX 77030 USA
1These authors contributed equally to this work.
2Present address: Department of Psychology, Princeton University, Princeton, New Jersey 08544.
Open Archive
DOI: http://dx.doi.org/10.1016/j.neuron.2004.09.019

Abstract

Coca-Cola(r) (Coke(r)) and Pepsi(r) are nearly identical in chemical composition, yet humans routinely display strong subjective preferences for one or the other. This simple observation raises the important question of how cultural messages combine with content to shape our perceptions; even to the point of modifying behavioral preferences for a primary reward like a sugared drink. We delivered Coke and Pepsi to human subjects in behavioral taste tests and also in passive experiments carried out during functional magnetic resonance imaging (fMRI). Two conditions were examined: (1) anonymous delivery of Coke and Pepsi and (2) brand-cued delivery of Coke and Pepsi. For the anonymous task, we report a consistent neural response in the ventromedial prefrontal cortex that correlated with subjects' behavioral preferences for these beverages. In the brand-cued experiment, brand knowledge for one of the drinks had a dramatic influence on expressed behavioral preferences and on the measured brain responses.

Received: February 2, 2004; Received in revised form: July 22, 2004; Accepted: September 2, 2004;
(c) 2004 Cell Press. Published by Elsevier Inc. http://www.cell.com/neuron/abstract/S0896-6273(04)00612-9?cc=y

266 words

In reply to Евгений Волков

Re: Вера принуждает мозг ко лжи

by Евгений Волков -

Why You Really Do Prefer Coke or Pepsi

cokeorpepsi135.jpgGuess what? Your passionate preference for Coke or Pepsi is in your brain, not just your taste buds.

Baylor University researchers gave 67 volunteers taste tests of Coke and Pepsi, and brain scans showed that when they knew what they were drinking it not only affected their preference, but also activated memory-related brain regions that recall cultural influences.

Academic-speak translation: Product branding and advertising work.

Lead study author Samuel McClure, who has left Baylor and is now a professor at Princeton University, said in a news release announcing the study findings that our choice for Coke or Pepsi is affected by our perception because "there are visual images and marketing messages that have insinuated themselves into the nervous systems of humans that consume the drinks." That's right. Science says advertising has worked its way into our nervous systems. While scientists have long suspected that cultural messages do have an impact on taste perception, they did not know until now that there was a neurological component as well.

The team chose a Coke vs. Pepsi test for two reasons. First, there is a growing obesity crisis in the United States, and sugary soft drinks are one of the leading causes. In addition, even though Coke and Pepsi are nearly identical chemically and physically, people often have a very strong preference for one or the other, making them ideal for a rigorous scientific study.

Interestingly, the researchers found there was no influence of brand knowledge for Pepsi, but when it came to Coke, there was a dramatic effect of the Coke label on behavioral preference. The brand knowledge of Coke influenced their preference and activated specific areas of the brain, including the dorsolateral prefrontal cortex and the hippocampus, both of which are implicated in modifying behavior based on emotion.

The conclusion: Two separate brain systems in the prefrontal cortex--one involving taste and one recalling cultural influence--interact to determine our preferences. And you thought you just liked the taste!

The study findings were published in the journal Neuron.

http://channels.isp.netscape.com/whatsnew/package.jsp?name=fte/cokeorpepsi/cokeorpepsi&floc=wn-nx

356 words