Tag: conditioning

kids love mcdonalds

golden arches

Image from Say It Ain’t So Already.

Scientifically speaking. From PopSci:

This new study sounds a lot like a 21st-century redo of Pavlov’s experiments with dogs: show kids the McDonald’s logo and watch their little neurons light up like the Fourth of July. The University of Missouri-Kansas City and University of Kansas Medical Center showed 10- to 14-year-olds more than 100 brands, then watched the results in an MRI. It showed their reward and pleasure centers flaring when they saw logos for food companies.

The brands they showed weren’t always food brands, but when they were, they got the same results as showing actual food. From Sun News:

Researcher Dr. Amanda Bruce says children are more likely to choose those foods with familiar logos, and a majority of meals marketed to children are high in sugars, fat and sodium.
Bruce told QMI Agency that the brain scans showed reflexes to logos are not much different than when a child is shown images of actual food.
“Similar areas of the brain are also implicated in obesity and various types of addiction, including drug abuse,” she said.

can you learn in your sleep?

Learning in your sleep.

Apparently we can learn simple responses while we are sleeping. Unfortunately we can’t pick up French from playing the audio recording overnight. From Ed Yong over at The Scientist:

Several groups have tested for advanced forms of learning during sleep, like picking up the links between pairs of words. All such experiments have failed. The only positive results came from studies showing that a very basic form of learning known as classical conditioning can occur in sleeping rats and infants, which begin to associate two stimuli—say, a tone and a puff of air—if they are presented together.

By contrast, Arzi’s experiments used a different technique called “trace conditioning,” where the tone and the smells are separated by more than a second. “This is considered a more advanced type of learning, and unlike classical conditioning, it depends on the hippocampus,” she said. “This is the type of learning associated with more complicated cognitive tasks, and therefore finding it in sleep is potentially important and novel.”

Arzi also took steps to ensure that her subjects were not inadvertently waking up. Throughout her study, a sleep technician monitored the volunteers’ brain activity and halted the experiment whenever they showed signs of rousing. All such trials were left out of the final analysis.

Arzi’s volunteers only learned a very simple response, and it is not clear if we can pick up more complex information while sleeping. “This does not imply that you can place your homework under the pillow and know it in the morning,” she said. “There will be clear limits on what we can learn in sleep, but I speculate that they will be beyond what we have demonstrated.”

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