Artistic tendencies linked to 'schizophrenia gene'

[16 July 2009 - New Scientist] We're all familiar with the stereotype of the tortured artist. Salvador Dali's various disorders and Sylvia Plath's depression spring to mind. Now new research seems to show why: a genetic mutation linked to psychosis and schizophrenia also influences creativity. The finding could help to explain why mutations that increase a person's risk of developing mental illnesses such as schizophrenia and bipolar syndrome have been preserved, even preferred, during human evolution, says Szabolcs Kéri, a researcher at Semmelweis University in Budapest, Hungary, who carried out the study. Kéri examined a gene involved in brain development called neuregulin 1, which previous studies have linked to a slightly increased risk of schizophrenia. Moreover, a single DNA letter mutation that affects how much of the neuregulin 1 protein is made in the brain has been linked to psychosis, poor memory and sensitivity to criticism. About 50 per cent of healthy Europeans have one copy of this mutation, while 15 per cent possess two copies. More

People do not 'learn from their mistakes'

[30 July 2009 - Telegraph (UK)] The old adage that we "learn more from our mistakes" could be wrong, with new research showing our brain only learns from experience when we do something right. ... Using monkeys, scientists gave the animals the task of looking at two alternating images on a computer screen. For one picture, the monkey was rewarded when it shifted its gaze to the right; for another it was similarly rewarded for looking the other way. The researchers at the Massachusetts Institute of Technology, found that the monkeys' brain cell neural activity responded more positively to a correct answer. When they failed to get the right image however, there was little or no change in the brain, or any improvement in behaviour. They found that when an action was rewarded or not, neural activity in regions of the brains, the prefronal cortex and basal ganglia, long associated with learning and memory, lasted for several seconds, until the next trial. Response was stronger on a given trial if the previous one had been rewarded and weaker if the previous trial was an error. More

Boomers, Aging and the Evolving Self

[29 July 2009 - MarketingProfs] Good news for those marketers who seek to advertise aggressively and creatively to Baby Boomers: You are right on track! New research is finding that for many Boomers "aging is not about the inevitable end, but rather about the evolving self." It seems this age group is redefining retirement as "a time of growth when identity is broadened, expressed, and completed through consumption." Let the games begin! Researchers scoured the current literature on aging and lifestyle, and observed seniors in a wide range of communities and life situations. They've concluded that Boomer retirement is:

• A dynamic life stage full of self-evolution and identity work. Marketing hint: Offer personalization on a host of products. Emphasize making a mark, leaving a legacy (take heed, nonprofits).
• A culture in which "identity experimentation" is increasingly acceptable and common. Hint: Keep it in mind as you market that those in this age group are rediscovering their true selves. "It's finally time for me!"
• A culture that emphasizes staying busy and traveling. Hint: Forget frailty. Assume they're tough and ready to explore!
• A time when consumers favor consumption. (Don't you love it?) Hint: Don't rule out any product as not fitting this generation. Instead, try reworking your creative to target them. They're ready to buy—once they're shown a little respect.
• The Po!nt: They're as young, and as unique, as they feel. Don't treat today's seniors like they're old and frail. Instead, market to them as the vital, active individuals they truly are. They're ready to respond!

Source: "Consumer Identity Renaissance: The Resurgence of Identity-Inspired Consumption in Retirement," by Hope Jensen Schau, Mary C. Gilly and Mary Wolfinbarger. Journal of Consumer Research, 2009. More