16 April 2010

The Secret Life of the Grown-Up Brain

In January NostraChuckus predicted that this would be:

imageThe Year of The Baby Boomer Brain
Not that the last few years haven’t had plenty of neurons bouncing about and flashing all sorts of surprising info about middle-aged noggins …

And he mentioned an upcoming book:

The Secret Life of the Grown-up Brain
The Surprising Talents of the Middle-Aged Mind
Barbara Strauch – Author
image For many years, scientists thought that the human brain simply decayed over time and its dying cells led to memory slips, fuzzy logic, negative thinking, and even depression. But new research from neuroscien­tists and psychologists suggests that, in fact, the brain reorganizes, improves in important functions, and even helps us adopt a more optimistic outlook in middle age.

image I haven’t read it yet (it’s on its way) – but I did sit transfixed by Barbara Strauch on Fresh Air

For advertisers, everything she says is important.  Ms. Strauch talks about “creating a disorienting dilemma” and “shaking up the cognitive egg” to get our attention – not something usually done when advertising to Baby Boomers. Most ads pander and lull us to sleep. 

The last question asked and answered is really what it’s all about.  

Carve out 30 minutes sometime soon and listen to it all:

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