Tag Archives: matthew lieberman

How the brain creates the ‘buzz’ that helps ideas spread

How do ideas spread? What messages will go viral on social media, and can this be predicted?

UCLA psychologists have taken a significant step toward answering these questions, identifying for the first time the brain regions associated with the successful spread of ideas, often called “buzz.”

The research has a broad range of implications, the study authors say, and could lead to more effective public health campaigns, more persuasive advertisements and better ways for teachers to communicate with students. (more…)

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That Giant Tarantula Is Terrifying, But I’ll Touch It

Expressing your emotions can reduce fear, UCLA psychologists report

“Give sorrow words.”

—Malcolm in Shakespeare’s “Macbeth”

Can simply describing your feelings at stressful times make you less afraid and less anxious?

A new UCLA psychology study suggests that labeling your emotions at the precise moment you are confronting what you fear can indeed have that effect.

The psychologists asked 88 people with a fear of spiders to approach a large, live tarantula in an open container outdoors. The participants were told to walk closer and closer to the spider and eventually touch it if they could. (more…)

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Which Ads Are Winners? Your Brain Knows Better Than You Do

Study on smokers’ brains may mark dawn of a new age in advertising

Advertisers and public health officials may be able to access hidden wisdom in the brain to more effectively sell their products and promote health and safety, UCLA neuroscientists report in the first study to use brain data to predict how large populations will respond to advertisements.

Thirty smokers who were trying to quit watched television commercials from three advertising campaigns, which all ended by showing the phone number of the National Cancer Institute’s smoking-cessation hotline. They were asked which commercials they thought would be most effective; they responded that advertising campaigns “A” and “B” would be the best and “C” would be the worst. (more…)

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Resolved to Quit Smoking? Brain Scans Predict Likely Success

ANN ARBOR, Mich.— Brain scans showing neural reactions to pro-health messages can predict if you’ll keep that resolution to quit smoking more accurately than you yourself can. That’s according to a new study forthcoming in Health Psychology, a peer-reviewed journal.

“We targeted smokers who were already taking action to quit,” said Emily Falk, the lead author of the study and director of the Communication Neuroscience Laboratory at the U-M Institute for Social Research and Department of Communication Studies. “And we found that neural activity can predict behavior change, above and beyond people’s own assessment of how likely they are to succeed. (more…)

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