Advertising Can Warp Your Memory

Some people were asked to read a descriptive printed advertisement describing the taste of popcorn with a fictional name but made by a familiar food brand. Others were asked to taste popcorn labeled with the fictional name. A week later, asked what the fictional popcorn tasted like, those who merely read the advertisement were just as likely to report eating the popcorn as people who actually ate it. N V Montgomery, with Priyali Rajagopal, an author of the study, said:

What we found is that if consumers falsely believe they have experienced this advertised brand, their evaluations of that product are similar to evaluations of products that they actually experienced. That is a fairly unique finding.

The phenomenon of false memories is well known in psychology, and this research extends it to marketing. But when the researchers replaced the well known brand name behind the popcorn with an unknown brand name but kept the same product name and vivid advertisement the effect was less pronounced, so the impression made by the brand name was crucial to the false memory. Michael Nash, a professor of psychology at the University of Tennessee - Knoxville said:

Humans are a lot more inaccurate than we think we are.

Montgomery said:

Advertisers have known that there are benefits to using vivid ads. I don’t know to what extent they are aware that these ads can impact memory.

He concluded:

Our intent was really just to educate consumers that they need to be vigilant when they’re processing high imagery ads, because these vivid ads can create these false memories of product experience.

Our Decline Begins with Glenn Beck

Kevin Kalmes (opednews.com) writes that the decline of a civilization begins with a breakdown in the most basic principles of a civilized society:

• morality
• spiritualism
• social mores
• rule of law
• moral philosophy
  
  • good v evil
  • virtue v vice
  • justice v lawlessness
  • truth v prevarication.

Sounds just right except for “spiritualism”, but I’ll take it to mean spirituality, and I can accept that when it means the oneness of things.

Kevin continues saying that the degradation of moral responsibility and the deterioration of moral character defines Glenn Beck. He embodies all that is wrong with a civilization that has lost its moral compass. The loss of a moral code allows the basest of human flaws to surface and spawn the antithesis of civilization. When Beck speaks of the antichrist, the beast God will destroy just before the final defeat of Satan, he is speaking of himself. And for the first time, he would be correct in his splenetic blasphemy!

The moral supervision of our Nation needs to first defeat antichrist Beck before we can recalibrate our moral compass and return to the moral code that Americans used to value.

That's all right on the nose, say I. Basically the man's one of a load of opportunistic self serving creeps, who haven't a Christian thought in their heads, and never have had. They are only qualified to speak evil, so that's what they do.

Gambler’s Psychology among Bankers Demands Tight Regulations

Dr Paul Crosthwaite, an academic at Cardiff University, has found that the bankers who brought the global economy to its knees two years ago may have enjoyed the sensation of losing hundreds of billions of pounds and plunging the world into recession. He argues such catastrophic losses can give some people masochistic pleasure.

He thinks financial crises, such as the “Black Monday” crash of 19 October 1987, the bursting of the dotcom bubble in the spring of 2000, and the credit crunch that entered into its most intense phase in the autumn of 2008 with the nationalization of banks in the UK, US, and Europe, demonstrate the innate urge for self destruction that Sigmund Freud called the “death drive”. A full blown crash is a source of euphoria as much as despair. Dr Crosthwaite said:

Economists and financial policymakers must recognize that investor psychology is far more complex than their models have allowed up to now. They need to take much greater account of psychological factors such as emotion and desire, which affect how market actors behave in profound ways.

His research challenges the conventional economic thinking that investors are wholly rational, and always pursue whatever is most likely to increase their own wealth, a rarely questioned assumption that is the basis of the free, minimally regulated market of standard capitalist thinking. In fact, financial markets are disposed to crisis because participants seek excess for thrills as well as their assumed betterment. Bankers and financiers take risks not only for high returns, but to get a gambler’s high.

Dr Crosthwaite says this research strengthens the case for firm regulation of banks and other financial institutions:

To avoid a repeat of the great recession, it is vital that policy makers and regulators limit the capacity of financial professionals to engage in excessive practices by curbing the disproportionate levels of risk that we’ve seen in the financial sector in recent years.

Social Analysis David Icke or Karl Marx Style?

Dear A, As I said when we met at the Artisan's Fair last month, there is much in what David Icke says that I can agree with. He sees the injustice in the world, and the apparent mess that politicians always seem to make of it. I see it as evidence of the class distinctions we preserve in society, but he fantasises about a real and important social issue. I cannot see how these fantasies help the situation at all. When the ruling class were scared of the prospect of a communist revolution, they distracted large numbers of worthy people by inventing left wing communism. The actual communists working for the improvement of the oppressed and the poorest in society were classified as right wing communists. They were not communistic enough. So many young people who otherwise might have been active in opposing right wing policies were distracted into attacking those who opposed the right wing in practical ways. Fine. Perhaps the left wing communists were right. After all, the Soviet Union was a failure, and China seems more capitalist than the capitalists. So the ultra left were right. The future is theirs! Except that they disappeared as soon as communism collapsed. They no longer had a purpose in life because their purpose was not to oppose the right but to oppose the left! And what happened to them. Well, in the US, they emerged a few years later as the front runners of the neocon movement, the crypto fascist movement behind the Republicans and good ole President Bush. I see what Icke is doing as something similar. His fantasies distract people from the real issues which have been well demonstrated in recent weeks and months with the corruption in Parliament, all encouraged by Blair to keep his New Labourite yuppy types sweet, and voting for his vast fascistic enlargement of oppressive law (mentioned quite rightly by Icke), and indulging in the even vaster corruption of the financial system. I cannot see how a load of ignorant nonsense about words like courtship, citizenship and so on have anything to do with any supposed mystical maritime law, or anything else other than their origins in Old English and Anglo-Saxon. In any class society, the law is designed to favour the top class, not the hewers and heavers. Fantastic pseudology does not help anyone to understand it. We need people to teach that the recent troubles are classical examples of Marxian theory. Marx did not know everything any more than anyone else does, but he pointed us in the right direction, and that is why he is villified by the ruling class along with more down to earth lefties, commies, socialists and even some liberals who realise that we are social animals and cannot live without society. Icke, or his source, is right on this too. All our modern institutions have their origin in primitive human society, which was tribal, from religion through drama, sport, culture to lawcourts and king's courts -- all social variants on the meetings of the whole tribe for its purposes -- the preservation of the tribe -- of society -- being the main one. The chief was doubtless marginally better off than the rest of the tribe but from the honour he had as a man able to do what others could not. Any power he had was the power of the tribe, and if he abused it, he was out. The same applied to everyone. The cause of modern problems is not that we have been infiltrated by aliens, but society has grown too big to manage directly, and now we have a parasitic class of plain human beings trying to get more than their fair share out of society. Their aim is not to preserve society but themselves at the expense of others. Since the amalgamation of tribes into nations, it has always been so, and the result is always the eventual collapse of society -- "the mutual destruction of the contending classes". Society then has to rebuild itself somehow, usually by new people taking over without the same preconceptions of their predecessors. But they then build up a new class society, and the process repeats itself. We can try to stop it, and encourage our rulers not to be greedy, but it is hard, and facts not fantasy to back direct action are what is needed to succeed -- if we ever can. I have nothing against intelligent reptiles. I wrote a book about them (the anthroposaurs!). I would rather be ruled by just and fair reptiles than unjust and greedy human beings. Best wishes, AW!