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Atlantic.displayRandomElement('#header li.business .sponsored-dropdown-item'); Derek Thompson - Derek Thompson is a senior editor at The Atlantic, where he oversees business coverage for the website. More Derek has also written for Slate, BusinessWeek, and the Daily Beast. He has appeared as a guest on radio and television networks, including NPR, the BBC, CNBC, and MSNBC. All Posts RSS feed Share Share on facebook Share on linkedin Share on twitter « Previous Thompson Email Print Close function plusOneCallback () { $(document).trigger('share'); } $(document).ready(function() { var iframeUrl = "\/ad\/thanks-iframe\/TheAtlanticOnline\/channel_business;src=blog;by=derek-thompson;title=the-irrational-consumer-why-economics-is-dead-wrong-about-how-we-make-choices;pos=sharing;sz=640x480,336x280,300x250"; var toolsClicked = false; $('#toolsTop').click(function() { toolsClicked = 'top'; }); $('#toolsBottom').click(function() { toolsClicked = 'bottom'; }); $('#thanksForSharing a.hide').click(function() { $('#thanksForSharing').hide(); }); var onShareClickHandler = function() { var top = parseInt($(this).css('top').replace(/px/, ''), 10); toolsClicked = (top > 600) ? 'bottom' : 'top'; }; var onIframeReady = function(iframe) { var win = iframe.contentWindow; // Don't show the box if there's no ad in it if (win.$('.ad').children().length == 1) { return; } var visibleAds = win.$('.ad').filter(function() { return !($(this).css('display') == 'none'); }); if (visibleAds.length == 0) { // Ad is hidden, so don't show return; } if (win.$('.ad').hasClass('adNotLoaded')) { // Ad failed to load so don't show return; } $('#thanksForSharing').css('display', 'block'); var top; if(toolsClicked == 'bottom' && $('#toolsBottom').length) { top = $('#toolsBottom')[0].offsetTop + $('#toolsBottom').height() - 310; } else { top = $('#toolsTop')[0].offsetTop + $('#toolsTop').height() + 10; } $('#thanksForSharing').css('left', (-$('#toolsTop').offset().left + 60) + 'px'); $('#thanksForSharing').css('top', top + 'px'); }; var onShare = function() { // Close "Share successful!" AddThis plugin popup if (window._atw && window._atw.clb && $('#at15s:visible').length) { _atw.clb(); } if (iframeUrl == null) { return; } $('#thanksForSharingIframe').attr('src', "\/ad\/thanks-iframe\/TheAtlanticOnline\/channel_business;src=blog;by=derek-thompson;title=the-irrational-consumer-why-economics-is-dead-wrong-about-how-we-make-choices;pos=sharing;sz=640x480,336x280,300x250"); $('#thanksForSharingIframe').load(function() { var iframe = this; var win = iframe.contentWindow; if (win.loaded) { onIframeReady(iframe); } else { win.$(iframe.contentDocument).ready(function() { onIframeReady(iframe); }) } }); }; if (window.addthis) { addthis.addEventListener('addthis.ready', function() { $('.articleTools .share').mouseover(function() { $('#at15s').unbind('click', onShareClickHandler); $('#at15s').bind('click', onShareClickHandler); }); }); addthis.addEventListener('addthis.menu.share', function(evt) { onShare(); }); } // This 'share' event is used for testing, so one can call // $(document).trigger('share') to get the thank you for // sharing box to appear. $(document).bind('share', function(event) { onShare(); }); if (!window.FB || (window.FB && !window.FB._apiKey)) { // Hook into the fbAsyncInit function and register our listener there var oldFbAsyncInit = (window.fbAsyncInit) ? window.fbAsyncInit : (function() { }); window.fbAsyncInit = function() { oldFbAsyncInit(); FB.Event.subscribe('edge.create', function(response) { // to hide the facebook comments box $('#facebookLike span.fb_edge_comment_widget').hide(); onShare(); }); }; } else if (window.FB) { FB.Event.subscribe('edge.create', function(response) { // to hide the facebook comments box $('#facebookLike span.fb_edge_comment_widget').hide(); onShare(); }); } }); The Irrational Consumer: Why Economics Is Dead Wrong About How We Make Choices By Derek Thompson he

First, making a choice is physically exhausting, literally, so that somebody forced to make a number of decisions in a row is likely to get lazy and dumb.

Second, having too many choices can make us less likely to come to a conclusion. In a famous study of the so-called "paradox of choice", psychologists Mark Lepper and Sheena Iyengar found that customers presented with six jam varieties were more likely to buy one than customers offered a choice of 24.

On what seems like a monthly basis, scientific teams announce the results of new experiments, adding to a preponderance of evidence that we’ve been underestimating animal minds, even those of us who have rated them fairly highly

an international group of prominent neuroscientists meeting at the University of Cambridge issued “The Cambridge Declaration on Consciousness in Non-Human Animals,” a document stating that “humans are not unique in possessing the neurological substrates that generate consciousness.” It goes further to conclude that numerous documented animal behaviors must be considered “consistent with experienced feeling states.”

Only with the Greeks does there enter the notion of a formal divide between our species, our animal, and every other on earth.

A congregation of scientists in Cambridge, UK, recently issued a formal declaration that lots of non-human animals, including mammals, birds, and likely even octopuses are conscious beings. What do they mean by consciousness, you ask? It's a state of awareness of one's body and one's environment, anywhere from basic perceptual awareness to the reflective self-awareness of humans. This declaration will surely strike many of us as ancient news and a long overdue recognition, even as it may annoy the stubborn skeptics among us. 

We declare the following: “The absence of a neocortex does not appear to preclude an organism from experiencing affective states. Convergent evidence indicates that non-human animals have the neuroanatomical, neurochemical, and neurophysiological substrates of conscious states along with the capacity to exhibit intentional behaviors. Consequently, the weight of evidence indicates that humans are not unique in possessing the neurological substrates that generate consciousness. Non- human animals, including all mammals and birds, and many other creatures, including octopuses, also possess these neurological substrates.

In recent years, a focus on brain structures and regions has given way to an emphasis on neurological networks: how cells and regions interact, with consciousness shaped not by any given set of brain regions, but by their interplay.

Understanding the networks, however, is no easy task

In mathematical terms, said Petri, normal brains have a well-ordered correlation state. There's not much cross-linking between networks. That changes after the psilocybin dose. Suddenly the networks are cross-linking like crazy, but not in random ways. New types of order emerge.

Blockbusters, from the 2002 action thriller The Bourne Identity to last year’s Scarlett Johansson vehicle Lucy, reinforce pervading misconceptions about how the brain works.

“Watching movies about neurological disorders, if they’re done well, I think gives people an appreciation for what the characters may go through,” she says, while films that promote stereotypes “can actually be a little bit more hurtful to people who have those disorders.”

this 2003 Disney film offers surprisingly solid insight about a neurological disorder.

Seven months later, the rollercoaster is far from over: the 36-year-old from Byron Bay, Australia is still experiencing symptoms – including difficulties with thinking that are often described as “brain fog”.

“Brain fog seems like such an inferior description of what is actually going on. It’s completely crippling. I am unable to think clearly enough to [do] anything,”

“When I get tired it becomes much worse and sometimes all I can do is lay in bed and watch TV.” Brain fog has made her forgetful to the point that she says she burns pots while cooking.

The human brain is more complex than any other known structure in the universe.

Weighing in at three pounds, on average, this spongy mass of fat and protein is made up of two overarching types of cells—called glia and neurons—and it contains many billions of each.

The cerebrum is the largest part of the brain, accounting for 85 percent of the organ's weight. The distinctive, deeply wrinkled outer surface is the cerebral cortex. It's the cerebrum that makes the human brain—and therefore humans—so formidable. Animals such as elephants, dolphins, and whales actually have larger brains, but humans have the most developed cerebrum. It's packed to capacity inside our skulls, with deep folds that cleverly maximize the total surface area of the cortex.

. The purpose of this review article is to summarize recent researches focusing on phantom limb in order to discuss its definition, mechanisms, and treatments.

The incidence of phantom limb pain has varied from 2% in earlier records to higher rates today. Initially, patients were less likely to mention pain symptoms than today which is a potential explanation for the discrepancy in incidence rates. However, Sherman et al.4 discuss that only 17% phantom limb complaints were initiated treated by physicians. Consequently, it is important to determine what constitutes phantom pain in order to provide efficacious care. Phantom pain is pain sensation to a limb, organ or other tissue after amputation and/or nerve injury.5 In podiatry, the predominant cause of phantom limb pain is after limb amputation due to diseased state presenting with an unsalvageable limb. Postoperative pain sensations from stump neuroma pain, prosthesis, fibrosis, and residual local tissue inflammation can be similar to phantom limb pain (PLP). Patients with PLP complain of various sensations including burning, stinging, aching, and piercing pain with changing warmth and cold sensation to the amputated area which waxes and wanes.6 Onset of symptoms may be elicited by environmental, emotional, or physical changes.

The human body encompasses various neurologic mechanisms allowing reception, transport, recognition, and response to numerous stimuli. Pain, temperature, crude touch, and pressure sensory information are carried to the central nervous system via the anterolateral system, with pain & temperature information transfer via lateral spinothalamic tracts to the parietal lobe. In detail, pain sensation from the lower extremity is transported from a peripheral receptor to a first degree pseudounipolar neurons in the dorsal root ganglion and decussate and ascend to the third-degree neurons within the thalamus.7 This sensory information will finally arrive at the primary sensory cortex in the postcentral gyrus of the parietal lobe which houses the sensory homunculus.8 It is unsurprising that with an amputation that such an intricate highway of information transport to and from the periphery may have the potential for problematic neurologic developments.

there was a neurological basis for the relaxation-inducing powers of coloring, doodling, and drawing

All three activities produced an increase in blood flow to the prefrontal cortex, a region that plays a central part in the brain’s reward system. During rest periods, blood flow slowed until it reached normal resting rates.

Sometimes, we tend to be very critical of what we do because we have internalized, societal judgments of what is good or bad art and, therefore, who is skilled and who is not," she said. "We might be reducing or neglecting a simple potential source of rewards perceived by the brain. And this biological proof could potentially challenge some of our assumptions about ourselves

Metaphorical thinking is the wellspring of the human imagination — that virtuosic cognitive pivot of describing what a thing is through something it is not. “Everything which distinguishes man from the animals depends upon this ability to volatilize perceptual metaphors in a schema, and thus to dissolve an image into a concept,” Nietzsche proclaimed in his meditation on metaphor and reality.

Some of our mightiest metaphors draw on color to describe our perceptual and psychoemotional reality

unmistakable color in their mind’s eye

People can discern faces in meaningless clouds

There's a name for this uncanny ability to see faces everywhere: pareidolia (roughly, from the Greek for "wrong shape").

Human brains are exquisitely attuned to perceiving faces—in fact, there's an entire region of the brain called the fusiform gyrus that is dedicated to it. Its functions are evident even from early childhood: Studies have shown that shortly after birth, babies display more interest in cartoon faces with properly placed features than in similar images where the features are scrambled.

what, then, is a biological male, or female? What determines this supposedly simple truth? It’s about chromosomes, right?

The study found that adolescent boys and girls who described themselves as trans responded like the peers of their perceived gender.

It may be that what’s in your pants is less important than what’s between your ears.

In the field of psychology, nativism is the view that certain skills or abilities are "native" or hard-wired into the brain at birth. This is in contrast to the "blank slate" or tabula rasa view, which states that the brain has inborn capabilities for learning from the environment but does not contain content such as innate beliefs.

Some nativists believe that specific beliefs or preferences are "hard-wired". For example, one might argue that some moral intuitions are innate or that color preferences are innate. A less established argument is that nature supplies the human mind with specialized learning devices. This latter view differs from empiricism only to the extent that the algorithms that translate experience into information may be more complex and specialized in nativist theories than in empiricist theories. However, empiricists largely remain open to the nature of learning algorithms and are by no means restricted to the historical associationist mechanisms of behaviorism.

Nativism has a history in philosophy, particularly as a reaction to the straightforward empiricist views of John Locke and David Hume. Hume had given persuasive logical arguments that people cannot infer causality from perceptual input. The most one could hope to infer is that two events happen in succession or simultaneously. One response to this argument involves positing that concepts not supplied by experience, such as causality, must exist prior to any experience and hence must be innate.

As a neurosurgeon, I did not believe in the phenomenon of near-death experiences. I grew up in a scientific world, the son of a neurosurgeon. I followed my father’s path and became an academic neurosurgeon, teaching at Harvard Medical School and other universities. I understand what happens to the brain when people are near death, and I had always believed there were good scientific explanations for the heavenly out-of-body journeys described by those who narrowly escaped death.

In the fall of 2008, however, after seven days in a coma during which the human part of my brain, the neocortex, was inactivated, I experienced something so profound that it gave me a scientific reason to believe in consciousness after death.

All the chief arguments against near-death experiences suggest that these experiences are the results of minimal, transient, or partial malfunctioning of the cortex. My near-death experience, however, took place not while my cortex was malfunctioning, but while it was simply off. This is clear from the severity and duration of my meningitis, and from the global cortical involvement documented by CT scans and neurological examinations. According to current medical understanding of the brain and mind, there is absolutely no way that I could have experienced even a dim and limited consciousness during my time in the coma, much less the hyper-vivid and completely coherent odyssey I underwent.