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"A new study uses advanced brain-scanning technology to cast light on a topic that psychologists have puzzled over for more than half a century: social conformity. The study was based on a famous series of laboratory experiments from the 1950's by a social psychologist, Dr. Solomon Asch. In those early studies, the subjects were shown two cards. On the first was a vertical line. On the second were three lines, one of them the same length as that on the first card. Then the subjects were asked to say which two lines were alike, something that most 5-year-olds could answer correctly. But Dr. Asch added a twist. Seven other people, in cahoots with the researchers, also examined the lines and gave their answers before the subjects did. And sometimes these confederates intentionally gave the wrong answer. Dr. Asch was astonished at what happened next. After thinking hard, three out of four subjects agreed with the incorrect answers given by the confederates at least once. And one in four conformed 50 percent of the time. Dr. Asch, who died in 1996, always wondered about the findings. Did the people who gave in to group do so knowing that their answers was wrong? Or did the social pressure actually change their perceptions? "

"Acousticians have been designing concert halls for more than a century, but Dr. Kyriakakis does something different. He shapes the sound of music to conform to the space in which it is played. The goal is what Dr. Kyriakakis calls the "ground truth" - to replicate the original in every respect. "We remove the room," he said, "so the ground truth can be delivered." Dr. Kyriakakis, an electrical engineer at U.S.C. and the founder and chief technical officer of Audyssey Laboratories, a Los Angeles-based audio firm, could not achieve his results without modern sound filters and digital microprocessors. But the basis of his technique is rooted in the science of psychoacoustics, the study of sound perception by the human auditory system. "It's about the human ear and the human brain, and understanding how the human ear perceives sound," Dr. Kyriakakis said. Psychoacoustics has become an invaluable tool in designing hearing aids and cochlear implants, and in the study of hearing generally. "Psychoacoustics is fundamental," said Andrew J. Oxenham, a psychologist and hearing expert at the University of Minnesota. "You need to know how the normally functioning auditory system works - how sound relates to human perception." "