Author: jlolds

Native Angeleno, professor of Neuroscience and Public Policy at George Mason University

Neuromarketing versus Focus Groups

I’ve always had a very healthy skepticism about the use of focus groups in any kind of marketing exercise. Somehow, the entire process of having a group of consumers engaging in supposedly genuine reactions to products, brands and packaging–all in front of a one way mirror seemed like Kabuki theater.

And partly that’s because I’ve been in a few–from both sides of that mirror.

On the other hand, the more I learn about the use of fMRI, EEG and the like to supposedly engage in neuromarketing, the more I fear we’re on even thinner ice. Currently, even with fMRI, we’re not able to image at the proper spatial or temporal scales to pick up what Donald Hebb called cell assemblies, the biological representation of concepts (like soda pop for example).

If you are interested in learning more about these issue with neurotechnologies, please consider attending the Krasnow Symposium on June 19-24 here at Mason’s beautiful Inn and Conference Center.

Krasnow Institute for Advanced Study: Expansion Project nearly complete

Here are some photos that I just took from Krasnow’s new Phase II wing, which as you can see, is nearing completion. The top image is one of our new wet labs, the bottom is looking out from one of the break-out areas towards the legacy building and our Associate Director’s office on the corner.

A special thanks to our design team including George Mason lead, Mike Herman, and the Whiting Turner construction company.

Finally, thanks go to our PI’s for putting up with all the noise and dust over the past year.

We are nearly there!

Human loss: the mind’s view

As the very sad news comes in from Japan, it’s worthwhile to consider how humans cope with loss. The manifestation of grief eventually arrives to each of our subjective personal experiences. This month two very close professional colleagues lost their spouses to cancer. Once the ceremonies and family reunions are over, the human mind (and brain) is all to often left alone in a sea of grief-inducing neurochemicals.

When mass tragedy hits, as it has in Japan, entire societies can enter this state; it’s as if the grief brain-state is cooperative (to use the biochemical metaphor) across individuals.

The human and societal grief-induced behavior pattern can be catastrophic. But often it is not. Individual humans are remarkably resilient and so are strong societies, such as the Japanese. Over time, the brain stabilizes, families and nations can come together, and life goes on.

We hope as much for our friends who have recently suffered loss and to our colleagues in Japan.

Earthquake in Japan

I checked in with colleagues in Japan today and was relieved to hear so far OK. Our condolences go out to the victims of the quake and Tsunami. And of course, we watch with concern a nuclear power plant in distress.

Daffodils and Dentate Granule Cells

The first daffodils are out here in the Washington DC area, their shape always reminds me of dentate gyrus granule cells, which in rodents, at least, are born throughout the individual’s lifetime, sprouting up anew, just like the jonquil.

There are many hints, but no overall deep understanding of what’s going on with neurogenesis in the rodent hippocampus. Somehow, the new cells have to integrate themselves into the existing tri-synaptic network without screwing things up. Or at least, that’s what it seems that they do.

Further, there are tantalizing clues that what goes on in rodents may also take place in our human brains. And that human neurogenesis in hippocampus might correlate with stress.

I’m always amazed at how the daffodils when they emerge from the winter mud, do so in a somewhat orderly way, so that when they are all in full bloom, you can view the seas of yellow blooms along the Rock Creek Parkway, previewing the tulips which will follow.

Tyler Cowen’s new e-book

It’s The Great Stagnation and the Amazon link is here. The basic thesis is that during the 19th and 20th century we (meaning the US) plucked virtually all of the “low hanging fruit” that would increase GDP and we’re just stuck until some serious innovation takes place–innovation that can actually produce revenue and get people jobs (the Net doesn’t do particularly well at either of those).

I’m still reading the book, but couldn’t help a blogpost about one of his prescriptions for fixing things: increasing the status of scientists. Tyler knows full well that I’m biased on this point, but I couldn’t agree more.

I believe that if we’re to see innovations that will make a difference, they are going to come from our investments in basic and applied science. And, to some extent, they will be serendipitous. But, like electricity and railroads, they will get us on the move again.

My top guesses:

  1. Energy
  2. Public health
  3. Privately funded exploration and exploitation of the solar system

Mason and the National Capital Area

The Washington DC area is an odd duck in some ways. Incredibly dynamic, well-educated, well-to-do, and….split over multiple governmental jurisdictions as well as the Potomac River. Although one could certainly argue that New York’s metropolitan area does share some similar traits (it’s often called the Tri-State area), I’d argue that the history of the two places combined with their core businesses make for apples and oranges comparisons.

Part of the history of the Washington DC area (if we exclude Baltimore) is that the historically older institutions of higher education are 1) small (relative to say the big Ivy League schools) and 2) private.

The two state publics, University of Maryland at College Park and George Mason, are quite large, but relative to the other major public research universities, not yet dominating the city’s culture the way University of Texas or Ohio State do for Austin and Columbus respectively.

Thus, unlike many other major US cities, DC isn’t dominated by a single institution (or even two) the way for example Boston, Chicago and San Francisco are.

Another way of putting this notion is that, projecting into the future, the DC area is still up for grabs.

Thinking this way, I see two key points: first, the derivative of growth (writ large) is more important than size. Second, past-decisions put real constraints on the future.

Anyone who has visited Mason over the last several years can’t help but notice how rapid the growth has been. It’s singular frankly.

But more important is that Mason is still young enough, that key decisions (and opportunities) remain for the future. In other words, Mason isn’t constrained for its future growth and has the opportunity to become what UofM is to Ann Arbor, what UCSD is to San Diego.

That’s an exciting future, especially in the Nation’s Capital.