How stores trick our senses to make us buy more (Part 1 of 5: Taste)

On the first day of Christmas my true love gave to me...

...a bunch of crap I really didn't need.

With just sixteen shopping days until Christmas, it's easy to get roped into buying things we might not actually have on our gift list.

Most times, we're conscious of our impulse purchases—there's a great sale on this! I'll use that later!

But sometimes reasons for our frivolous purchases are not so obvious to us. Don't feel too bad—store chains actually hire researchers to study our shopping patterns and take advantage of our weaknesses.

Our brains are endlessly fascinatingly organs—but sometimes they betray us. The following is the first post in a five-part series on how stores trick our senses into shelling out more money than we may intend.

Why you should give thanks this Thursday—and always

Sometimes our world can be pretty crappy.

There's violence and crazy people. Maybe your candidate didn't win the election. Perhaps you hate your job, and that—on top of life's other personal, familial, and financial burdens—is wearing you down. Maybe you got to your morning coffee after it went cold, and that set off a bad tone for the rest of your day.

If you're celebrating Thanksgiving this Thursday, don't forget the true meaning of the holiday between the stressful hubbub of cooking, shopping, planning, and appeasing Great Aunt Gertie: giving thanks.

As it turns out, expressing gratitude is more than just a nice idea—it's beneficial to your health and happiness.

Why are clowns scary?

A couple weekends ago, I came down with coulrophobia. Unfortunately, I have yet to shake the disease.

Because we are Halloween masochists, my friends and I drove out to the Lancaster area for Field of Screams, which can be best described as a horror-movie-set-haunted-house on steroids. Sprinting from room to room offers a completely new, dizzying experience, with different themes and scary people to touch you or chase you down with chainsaws.

But this one room. This one room was unlike any other...

It zigzagged. The walls were tiled with 2x2" black and white checkers. There was a strobe light. I was holding my friend's hand and trying to keep my eyes shut through the flickering.

Out of nowhere, sitting in the corner, tiny and dejected, was this freaking clown. It looked so far away. Then suddenly, not one second later, it was IN MY FACE. The strobe light betrayed my perception of its speed and distance. I cried out. Please, just take me now, and do it quickly...

Hence my newfound coulrophobia, or fear of clowns.

But is coulrophobia a real fear? And, for that matter, what is fear?

Kids' willpower influenced by others' reliability

Think back to your childhood Halloween: 9pm, a school night, pillowcase full of candy.

Just as you plunge into your pile of peanut butter cups, fun size this-and-thats, and spider rings (weren't they so exciting?), Mom ruins the party. "You can eat three. Then go brush your teeth and get ready for bed."

Did you eat just three? Or did you sneak an extra Baby Ruth or two when she wasn't looking?

A study published earlier this month in Cognition suggests that willpower is not the only factor in play when it comes to foregoing that extra piece.

Instead, a child's belief about their superiors' reliability can change their willingness to wait for a better payoff later.

Facebook-stalking your ex; or, how NOT to move on

Do you have an ex?

Do you have a Facebook profile? Does your ex?

Do you stalk your ex on Facebook?

To the untrained eye, that photo of him eating dinner with...that girl...at Olive Garden is no big deal. But Olive Garden was our place, and—wait, is that the watch I got him? Oh, and it looks like he got into that grad school he wanted to go to. The one for which I edited his personal statement and quizzed him with GRE words...

Ugh.

I'm going to tell you something that you probably already know: you should stop doing this. And I'm armed with the psychology of why it's bad!

Sight without seeing: Bálint's syndrome

Scientific literature is, to say the least, pretty dull.

It's rife with redundant phrases, confusing methodologies, and tiny graphs. Reading page after page of long words in small font is better than any over-the-counter sleep aid out there for getting the job done.

Occasionally, the rare gem will come along just when you least expect it, providing a readable (dare I say—enjoyable) account of the latest research.

So begins a paper published this past week in Neurology:

"It was a quiet Thursday afternoon when 'A.S.', a 68-year-old woman from a suburb of Chicago, awakened from a nap to the realization that something was terribly wrong."

What?! What's wrong! Must...keep...reading...

As the article continues, we learn how A.S. and another patient, J.D., adjust to their lives before and after their diagnoses of Bálint's syndrome.

Catnip fever: Why your cat acts high

There are few things in this world more entertaining than cats. Except for, perhaps, cats on catnip.

Yes, "on" catnip. I speak of it like a drug, because it is.

Sure, make a laser pointer dance around the room and you've got endless hours of entertainment. But give Mittens a little toy mouse infused with catnip and—well, something changes.

Mittens will rub against the toy, rolling around and ecstatically chewing it. She may drool and become either sleepy or anxious. If you try to take the toy, she might act aggressive, scratching or biting at you.

Forget the mouse—Mittens wants the catnip inside. So what is catnip, and why is it causing your sweet kitty to behave so dichotomously?

"Gaines, on Brains" turns 1!

It was a year ago today—around this time of day, too—that I was sitting in my apartment at my new school, not quite sure how to spend my first weekend in this strange new town. My laundry was done, I'd already gotten groceries, and I didn't know anybody from orientation well enough to see if they wanted to go to Chocolate World with me.

I remember munching on a sandwich when it suddenly clicked that my last name rhymes with "brains" (why didn't I realize this before?!), and thus I quickly began making my science writing dreams a reality by creating this blog.

Today "Gaines, on Brains" turns 1, and what a year it's been! I've since started science blogs with LabSpaces, PennLive, and my latest work-in-progress, Psychology Today magazine. My writing has been featured during my stint as a guest blogger for Scientopia, I've been linked by MSNBC, and was interviewed for the Scientific American Incubator Blog. I've been asked to attend special local events, write up press releases, and I even had the opportunity to interview psychic medium John Edward (believe his claims or not, it was an interesting experience).

But most importantly, this blog has allowed me to interact with so many interesting, insightful, thoughtful, and questioning readers—scientists and non-scientists alike—which is exactly how I envisioned my audience when I set out to write about the latest neuroscience research and hot topics.

And so, readers, I ask you for a small birthday gift. In the tradition of science writer Ed Yong and the SciAm Blog Network that just turned 1 last month, I want to know—who are you?

Whether you openly follow my blog or whether you lurk quietly, I'd love for you to tell me a bit about yourself and why you read this blog in the comments section below:

Who are you?

What is your relationship to science?

What drew you to this blog, and how often do you read it?

Do you follow the blog on Twitter and Facebook?

How am I doing? What do you like, and how can I improve?

These questions are a guide, not a strict format—write as much or as little as you want. 

I truly appreciate the feedback and opportunities I've received from everybody this past year, and I thank you all for your support and encouragement—as both a writer and a student. Stay neurosciencey!

Paralyze your face, fight depression

I'm willing to bet you've made fun of the expression-less faces on heavily-Botoxed people.

With their vanished crow's feet, missing smile lines, lack of forehead wrinkles, and paralyzed cheeks, eventually we just can't tell whether Botox abusers are happy, sad, angry, worried, or just plain crazy. We can only assume the latter.

As it turns out, this side effect may actually be a good thing for individuals with depression who are resistant to other forms of treatment.

Superhero science: tapping into our super-strength with adrenaline

In 1982, Angela Cavallo of Lawrenceville, Georgia received the Mom of the Year Award. (Not a real award, but if it existed, she would probably win, hands down). Her son Tony was working on the suspension of his 1964 Chevy Impala when the car suddenly slipped off the jack and pinned him in the wheel well.

Angela dashed outside to see her unconscious son trapped under the car. She yelled for a neighbor to get help but it was taking too long, so she took matters into her own hands. Literally. She proceeded to lift the car—high enough to replace the jacks—and pull Tony out from beneath.

Yep, you read that correctly. She lifted a 3,500-pound car from the ground.

There's not much more information to be found about Mrs. Cavallo aside from this incredible story, but I'll safely assume she wasn't a body builder. In fact, I'll bet the same for the other individuals who have also demonstrated this sort of "hysterical strength." But that's beside the point—if you were placed in a similar situation, you could probably lift a car, too!

It's all thanks to the handy little hormone called adrenaline.

Chronic blushing: When it goes beyond embarrassment

A teacher calls on you when your hand isn't raised, and you feel the familiar sensation as your classmate's eyes immediately dart toward you. Mrs. So-and-So watches expectantly, smirking. A surge of blood races from your gut to your head and your cheeks become warm. Hot. A sheepish smile involuntarily follows. You know you're bright red, and that embarrasses you even more.

Everyone knows what it feels like to blush—whether from embarrassment, emotional stress, or even just receiving a compliment. Perhaps worse than the act itself is knowing that everyone else can see the physical manifestation of your discomfort, which inconveniently functions to further redden your face.

But for 5-7% of the population, blushing is a chronic problem—happening both more frequently and with greater magnitude than the average person. Physically, it's rather harmless—but psychologically, it can be devastating.

In late May, Brandon Thomas, a 20-year-old University of Washington student, committed suicide by jumping from his 11-story dorm. "I am tired of blushing," read his suicide note. "It is exhausting to wake up everyday and have to find little ways to avoid blushing situations."

Turning trauma into story: The benefits of journaling

For me personally, June has proven to be a rather disappointing and fruitless month. Just when things began to look brighter, I was involuntarily assigned to be the middle vehicle in a double fender-bender two days ago, and my car now needs almost $1,000-worth of repairs. And as a perfect metaphor for the crappiness of the past month, for whatever reason I was not paid my stipend yesterday for the month of June.

I don't often like to talk about my sour feelings with other people because a.) I'm bad at it, and b.) I have another outlet.

Everyday for the past 12 years (save for a few angsty months in 8th grade), I've been writing in a journal. A good, old-fashioned, hardbound, acid-free journal. Most entries are about the frivolous happenings of the day at school, but as I've gotten older, they've increasingly helped me outline my thoughts and feelings while keeping my head on straight.

Feeling so low, I journaled the night before my car accident, listing ten qualities I liked about myself. Remembering what I wrote as I spent the next day at the body shop and on the phone with the police and insurance companies is, I believe, what kept me from simply bursting into tears and throwing up my hands in defeat.

Writing, as many would probably agree, is therapeutic, and studies in the past two decades have explored the health consequences of secrets, expressive language, and the before-and-after physical and psychological symptoms associated with trauma—an area of research referred to as "writing therapy."

Ecstasy: "Safe"?

Call me a prude, but I'm not so thrilled about the announcement made yesterday by British Columbia's top health official that ecstasy is "safe."

Dr. Perry Kendall asserted yesterday that the health risks of 3,4-methylenedioxymethamphetamine—or MDMA, the active ingredient in the drug ecstasy—are exaggerated, and that pure ecstasy is not dangerous when consumed responsibly by adults.

Its lethal dangers arise, he says, when gangs pollute the drug with other chemicals.

I'm not sure when the notion came into play that anything which doesn't kill you automatically means its "safe," but I would like to respectfully debunk Dr. Kendall's remarks with a very powerful and striking study published 13 years ago.

Narcolepsy: More than just falling asleep on the job

Check out this short video of "Rusty the Narcoleptic Dog." I was first introduced to Rusty in a video presented to my high school psychology class. As expected in a classroom full of teenagers, we erupted into a fit of laughter when the happy-go-lucky dachshund suddenly collapsed into a deep sleep:

Gallup polls reveal that 56% of Americans complain that daytime drowsiness is a problem in their lives, the majority of which is caused by sleep deprivation. A controlled, objective scientific study once revealed that 34% of participants were considered "dangerously sleepy," even when they didn't complain about daytime sleepiness.

America is a sleepy country—but narcolepsy takes it to a whole new level. Imagine feelings of exhaustion at all times, accompanied by inappropriate sleep attacks. Sure, falling asleep on the job is embarrassing and unprofessional, but also imagine the danger of a narcoleptic attack while driving. What is narcolepsy, and what causes this mysterious disorder?

Award + more great science blogs!

This afternoon, after a particularly frustrating drive back to PA from a weekend home (seriously, y'all have been doing road construction for the past year!), I checked my e-mail to see that I'd been nominated for the Kreativ Blogger award by fellow science writer Sarah Jane Alger ("Miss Behavior") over at The Scorpion and the Frog.

It's been so exciting to see my blog grow and develop since last summer, so to be recognized by a fellow science blogger is very meaningful for me. Thanks Sarah Jane!

The award works in a pay-it-forward fashion. I'm now to 1.) Thank the giver and link their blog (check!), 2.) List seven things that my readers may not know about me, and 3.) Award it to seven other blogs.

My MRI experience

Today I participated in a brain imaging study! I laid in an MRI machine for 45 minutes and looked at pictures of chocolate while smelling chocolate odors. Tough life, right? (Hershey really is the sweetest place on Earth...even in the labs!)

MS blog follow-up: Immune-modulating therapies

I received an e-mail requesting that I write a follow-up to last week's blog post on multiple sclerosis (MS). I was asked to detail the immune-modulating therapies available for MS patients.

As a neuroscientist, the purpose of my original post was to explain the basic neurology behind the disease: what myelin is, what happens to myelin during MS, and why lack of myelin results in the symptoms that manifest. I also wanted to inform readers of the latest research in the field. My intention was not to leave out information or misinform, but given my lack of knowledge in other fields, I confined the blog post to my expertise.

Today I'll take off my brain hat and (do my best to) trade it in for an immunologist's.

Together, let's explore the therapies out there for those suffering this mysterious disorder.

Multiple sclerosis: Multiple perspectives

Montel Williams and 400,000 other Americans face it everyday. Richard Pryor was confined to a wheelchair in the last few years of his life because of it. Symptoms range from weakness to bladder problems to difficulty talking.

Indeed, multiple sclerosis, or MS, is one of the most well-known yet mysterious neurological conditions we know about.

Scientific American "Incubator" blog

Click here to check out my Q&A on the Scientific American"Incubator" blog that was published today!

Science: Why I do it AND write it

A random sample of Americans was polled a few years ago. The purpose of this poll was to gauge our population's knowledge and beliefs on human life and evolution. Religious beliefs aside, this statement particularly stood out to me:

There's no such thing as a genetic defect. All genetic changes result from the decisions of a God or Intelligent Force.

A quarter of Americans believed that this is true. This absolutely floors me.

But it also has me wondering: do people understand what, exactly, a genetic defect is? Do they understand what DNA is beyond, say, mentionings in the O.J. Simpson case or paternity tests on Maury?

Another poll states that 80% of Americans believe the U.S. should create a "DNA bank" of its citizens. What exactly are they believing in, then?

There is a great divide between the scientific community and the average non-scientific layperson. And just before I enrolled in my Ph.D. program to begin my scientific career, it became clear to me how I'd like to use my knowledge: to educate others, in their terms, about what's going on in their bodies.

Clothes make the man—literally

In the sleep research lab where I'm currently completing my rotation, we are bringing back students for a follow-up study. Most of them don't seem to recall the uncomfortable beds or having electrodes pasted to their scalp from their baseline test, which was done back when they were in elementary school. (For our sake in recruiting participants, that's probably for the best.)

Nowadays they're older, wiser, more self-aware, and, as teenagers, a bit more judgmental. The researchers in charge of performing psychometric testing—new college grads and not much older or taller than the participants themselves—recently made an interesting observation: if they wear a white coat when interacting with the participants (and their parents), they receive more respect.

According to a study by Hajo Adam and Adam Galinsky of Norwestern University, it's possible that our psych testers not only look more professional, but subconsciously feel more professional. In other words, the clothes may literally make the man (or woman).

The study, published February in the Journal of Experimental Social Psychology, observed an interesting phenomenon: wear a white coat you believe belongs to a doctor, and you'll be more focused. Wear a white coat you believe belongs to a painter, and you won't see that improvement.

Coffee: A caffeinated chronicle

The following is a story about a college girl named Jordan.

Jordan blindly, exhaustedly, yet somehow successfully stumbled her way through college. In her final two years, she averaged 4 or 5 hours of sleep every night due to schoolwork, labwork, club responsibilities, and the dreaded 4:55 A.M. alarm for crew practice.

She only drank one coffee, ever—a pumpkin spice latte—simply because the rest of her team regularly raided Starbucks after races. It tasted alright. Oh, and she had some orange energy drink before a Developmental Bio exam once. Her pee was subsequently green.

A graduate student once told her, "If you get into grad school, you'll become addicted to coffee." Jordan scoffed at the silly, weak student, and vowed, "Ha! Never."

Then one day Jordan had a Bob Evans mocha, and her life was forever changed.

The powerful neurotoxin that is Botox

Banish crow's feet. Plump up the lips. Tighten sagging jowls.

All are very attractive options—particularly for the aging population, and particularly for those looking for a fast, relatively painless solution with little effort on our part.

But did you know that Botox—the quick fix solicited by 6 million Americans each year and 75% of celebrities over the age of 35—is composed of the same deadly toxin responsible for botulism poisoning that can cause paralysis and respiratory failure? Let's examine the mechanism behind this potentially deadly neurotoxin and why, for goodness' sakes, Botox can be used as a therapeutic despite its dangerous potential.

Using psychology to silence your enemies: the speech-jammer gun

Chances are you've been in a quiet, peaceful place, such as a library or work cubicle, concentrating intently on a task at hand, when suddenly someone's obnoxious ringtone goes off. That's bad enough. But then they answer it, and you're subjected to five or ten minutes of one-sided conversation, giggles, and abject, torturous curiosity. Don't you just want to shoot that person? Well, now you can.

And you won't even go to jail for it—for this new silencing gun, or "speech-jammer," uses not ammunition to do the trick, but psychology!

Seeing into the future? The neuroscience of déjà vu

Even the most rational of us experience it: you'll be chatting with friends or exploring a place you've never been when suddenly a feeling washes over you: you've experienced this exact moment before. The familiarity is overwhelming, and it shouldn't be familiar at all. The sensation becomes stronger before ebbing, then completely leaves, all within a matter of seconds. Had you predicted the future? Yet, chances are, you can't pinpoint exactly when you'd experienced that premonition before.

Déjà vu is a French term that literally means "already seen" and is reported to occur in 60-70% of people, most commonly between the ages of 15 and 25. The fact that déjà vu occurs so randomly and rapidly—and in individuals without a medical condition—makes it difficult to study, and why and how the phenomenon occurs is up to much speculation. Psychoanalysts may attribute it to wishful thinking; some psychiatrists cite mismatching in the brain causing us to mistake the present for the past. Still, parapsychologists may even believe it is related to a past-life experience. So what do we know for certain about what happens during an episode of déjà vu?

Your love is my drug

For our first Valentine's Day a few years back, my boy got me chocolate brains!

Not only does he know me extremely well, but he also had it right—love originates in the brain, not the heart.

But what exactly is going on between the ears when those warm and fuzzy feeling wash over us? A new study out just in time for Chocolate Day reveals that love actually acts like an addictive drug.

Hmmm, it seems that Ke$ha also got it right...

Hemispatial neglect: A one-sided world

Check out the dog, Barley, in this video. Notice how he doesn't seem interested in the food on the left side of his bowl. Perhaps he's blind in his left eye?

But that can't be the case. Close your left eye. You can still see much of your left visual field, and you'd certainly smell any food placed under your nose. And what dog is one to walk away without finishing their food?

In fact, Barley is displaying signs of hemispatial neglect, a strange condition in which brain damage, despite normal vision, results in complete neglect of the left side of one's world. Barley had, in fact, suffered a stroke.

Rostral brainstem vs. pug

I can't tell the difference...

...can you?

My Neuroanatomy class is making me hallucinate!

Fur-iends with benefits

Apologies for the cheesy blog title.

My brain for the past two weeks has been a whirlwind of—well, brains. I'm in a fairly intense five-week neuroanatomy class and my neurons have been abuzz with images of brain slice after brain slice—so much that transverse sections of the brainstem were beginning to resemble a pug's face. The wrinkly cerebellum was the forehead, and the pons stained darkly resembled the snout. But I digress.

Hallucinating said "pug," combined with me missing my 11-year old greyhound and best friend Patrick (above) back home and my upcoming orientation at the Harrisburg Humane Society (so excited!) prompted me to find out: what is it about pets that, simply put, makes us feel good?

The neuroscience of optimism: Why we resolve (and believe) we'll be better

If you're within the 32% of Americans that made a resolution for 2012, chances are you're still going strong. Nearly a week in, you've been faced with the temptation, the test of willpower, and likely some teasing from loved ones. And you've only got 360 days left to call your resolution a success? Easy as pie...

Experimentally (and in real life), our species has consistently demonstrated unbridled optimism in the face of adversity. We've failed for the past 20 years'-worth of New Years resolutions—but no, 2012 will definitely be the year we lose weight. Plus, we're all going to quit the jobs we despise and find a better-paying, less stressful, more rewarding job. AND win the lottery (brilliant—we'll never have to go back to work in the first place!).

A study by Tali Sharot and colleagues from New York University explored exactly why we can retain this buoyancy, thanks to insights in brain imaging.