In the Exploratorium’s distorted room

The San Francisco Exploratorium is the Mind Hacks of science museums – every exhibit is hands on, giving you the chance to experiment with and experience for yourself scientific principles.

Obviously, one of my favourite exhibits was a psychology demonstration, one based on a classic visual illusion known as the “Ames’ Room”. We’ve a small model of this in Sheffield, which I use when teaching PSY101, but the Exploratorium’s “distorted room” is full size demonstration of the effect. Here’s me and a friend in the room:

Notice anything odd? We’re the same size in reality, but I (on the right) look significantly larger.

The illusion takes advantage of the unavoidable principle that size and distance are confounded – known as “Emmert’s Law“. It is Emmert’s Law that means that big things far away can look the same size as small things near by. Our brain makes assumptions about how far away things are and uses these to inform our impression of size. The distorted room is built so that, from one perspective only, the two sides of the room look an equal distance away. In fact, the corner on the right is far closer to the viewer (the camera in this case) than the corner on the left. Because I really am nearer the camera I make a larger image on the retina (take up more pixels on the camera), but because the brain assumes that I am the same distance away as my friend on the left the only conclusion that my visual system can draw is that I must be much larger than him.

Normally your visual system isn’t fooled about depth – clues in the scene, the difference between the image on your two eyes and movements of your head can all help reveal how far away different parts of the scene are. The distorted room removes some of these clues by forcing you took look at the room with one eye from a fixed point, and other clues it deliberately tricks (like the shape of tiles on the floor, which look the same from left to right, but actually get smaller, because the tiles on the right are closer).

The confounding of size and distance is the same principle behind illusions like this:

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The effect only works because it is in a photograph (so from one perspective) and because the relatively featureless desert removes other clues to the depth of objects.

So the next time you close one eye and line up someone in the distance between your thumb and forefinger while muttering “I’m crushing your head!“, think of Emmert’s Law. And if you are in San Francisco, visit the Exploratorium!

Better Thinking Through Chemistry

This chapter was due for inclusion in The Rough Guide Book of Brain Training, but was cut – probably because the advice it gives is so unsexy!

rgbt_cover_small.jpgThe idea of cognitive enhancers is an appealing one, and its attraction is obvious. Who wouldn’t want to take a pill to make them smarter? It’s the sort of vision of the future we were promised on kids TV, alongside jetpacks and talking computers.

Sadly, this glorious future isn’t here yet. The original and best cognitive enhancer is caffeine (“creative lighter fluid” as one author called it), and experts agree that there isn’t anything else available to beat it. Lately, sleep researchers have been staying up and getting exciting about a stimulant called modafinil, which seems to temporarily eliminate the need for sleep without the jitters or comedown of caffeine. Modafinil isn’t a cognitive enhancer so much as something that might help with jetlag, or let you stay awake when you really should be getting some kip.

Creative types have had a long romance with alcohol and other more illicit narcotics. The big problem with this sort of drug (aside from the oft-documented propensity for turning people into terrible bores), is that your brain adapts to, and tries to counteract, the effects of foreign substances that affect its function. This produces the tolerance that is a feature of most prolonged drug use – whereby the user needs more and more to get the same effect – and also the withdrawal that characterises drug addiction. You might think this is a problem only for junkies but, if you are a coffee or tea drinker just pause for moment and reflect on any morning when you’ve felt stupid and unable to function until your morning cuppa. It might be for this reason that the pharmaceutical industry is not currently focusing on developing drugs for creativity. Plans for future cognitive enhancers focus on more mundane, workplace-useful skills such as memory and concentration. Memory-boosters would likely be most useful to older adults, especially those with worries about failing memories, rather than younger adults.

Although there is no reason in principle why cognitive enhancers couldn’t be found which fine-tune our concentration or hone our memories, the likelihood is that, as with recreational drugs, tolerance and addiction would develop. These enhancing drugs would need to be taken in moderate doses and have mild effects – just as many people successfully use caffeine and nicotine for their cognitive effects on concentration today. Even if this allowed us to manage the consequences of the brain trying to achieve its natural level, there’s still the very real possibility that use of the enhancing drugs would need to be fairly continuous – just as it is with smokers and drinkers of tea and coffee. And even then our brains would learn to associate the drug with the purpose for which they are taken, which means it would get harder and harder to perform that purpose without the drugs, as with the coffee drinker who can’t start work until he’s had his coffee. Furthermore, some reports suggest that those with high IQ who take cognitive enhancers are mostly likely to mistake the pleasurable effect of the substance in question for a performance benefit, while actually getting worse at the thing they’re taking the drug for.

The best cognitive enhancer may well be simply making best use of the brain’s natural ability to adapt. Over time we improve anything we practice, and we can practice almost anything. There’s a hundred better ways to think and learn – some of them are in this book. By practicing different mental activities we can enhance our cognitive skills without drugs. The effects can be long lasting, the side effects are positive, and we won’t have to put money in the pockets of a pharmaceutical company.

Link to more about The Rough Guide book of Brain Training
Three excellent magazine articles on cognitive enhancers, from: The New Yorker, Wired and Discover

The Rough Guide to Brain Training (Moore & Stafford, 2010)

rgbt_cover_small.jpgThe Rough Guide to Brain Training is a puzzle book which incluces essays and vignettes by myself. The book has 100 days of puzzles which will challenge your mental imagery, verbal fluency, numeracy, working memory and reasoning skills. There are puzzles that will look familiar like suduko, and some new ones I’ve never seen before. Fortunately the answers are included at the back. Gareth made these puzzles. I find them really hard.

I have 10 short essays in the book, covering topics such as evidence-based brain training, how music affects the developing brain, optimal brain nutrition and what the brains of the future will look like. As well as the essays, I wrote numerous short vignettes, helpful hints and suprising facts from the world of psychology and neuroscience (did you know that squids have dounut shaped brains? That you share 50% of your genes with a banana? That signals travel between brain cells at up to 200mph, which is fast compared to a cycle courier, but slow compared to a fibre optic cable). Throughout the book I try to tell it straight about what is, isn’t and might be true about brain training. I read the latest research and I hope I tell a sober, but optimistic, message about the potential for us to change how we think over our lifetimes (and the potential to protect our minds against cognitive decline in older age). I also used my research to provide a sprinkling of evidence-based advice for those who are trying to improve a skill, study for an exam or simply remember things better.

Writing the book was a great opportunity for me to dig into the research on brain training. It is a topic I’d always meant to investigate properly, but hadn’t gotten around to. The claims of those pushing commercial brain training products always seemed suspicious, but the general idea – that our brains change based on practice and experience – seemed plausible. In fact, this idea has been one of the major trends of the last fifty years of neuroscience research. It has been a big surprise to neuroscientists as experiment after experiment has shown exactly how malleable (aka ‘plastic’) the structure and function of the brain is. The resolution of this paradox of the general plausibility of brain training with my suspicion of specific products is in the vital issue of control groups. Although experience changes our brains, and although it is now beyond doubt that a physically and mentally active life can prevent cognitive decline across the lifespan, it isn’t at all clear what kinds of activities are necessary or essential for general mental sharpness. Sure, after practicing something you’ll get better at it. And doing something is better than doing nothing, but the crucial question is doing something you pay for better than doing something else that is free? The holy grail of brain training would be a simple task which you could practice (and copyright! and sell!!) and which would have benefits for all mental skills. Nobody has shown that such a task or set of tasks exists, so while you could buy a puzzle book, you could also go for a jog or go to the theatre with friends. Science wouldn’t be able to say for certain which activity would have the most benefits for your mental sharpness as an individual – although the smart money is probably on going jogging. It is to the credit of the editors at the Rough Guides that they let me say this in the introduction to the Rough Guide to Brain Training!

There wasn’t room in the book for all the references I used while writing it. This was a great sadness to me, since I believe that unless you include the references for a claim, you’re just spouting off, relying on a dubious authority, rather than really talking about science. So, to make up for this, and by way of an apology, I’ve put the references here. It will be harder to track specific claims from this general list that it would be with in-text citations, so if you do have a query, please get in touch and I promise will point you to the evidence for any claims I make in the book.

Additionally, I’ll be posting here a few things from the cutting room floor – text that I wrote for the book which didn’t make it into the final draft. Watch out, and if you do get your hands on a copy of this Rough Guide to Brain Training, get in touch and let me know what you think.

Amazon link (only £5.24!)

Scientific references and links used in researching the book

Ad Nauseum

adnauseam.jpgI am reading Ad Nauseam: A Survivor’s Guide to American Consumer Culture, edited by Carrie McLaren and Jason Torchinsky. The book is a funny, smart and sometimes shocking collection of articles from Stay Free Magazine and blog. I first came across Stay Free when I was researching the psychology of advertising and was impressed by their sophisticated take on how adverts affect consumers’ decision making. They discuss in Ad Nauseam how advertising is often misunderstood, with people relying on an intuitive ‘Advertising doesn’t effect me’ view or swinging to the opposite extreme of the ‘Sinister Advertisers Manipulate Consumers with their Mind Control Tricks’ position. Both positions distract from the very real, but not magical, power of advertising.

The book has a great discussion of Wilson Bryan Key’s Subliminal Seduction, the book that launched the idea that subliminal, and often sexual, figures are embedded in random features of adverts such as in ice cube shadows. The idea of these ’embeds’ is nonsense, of course, but great fun to look for and a great distraction from the real persuasive content of the advert. The book also has a chapter on the origins of modern advertising practice in 19th century pharmaceutical advertising (the manufacturing of ailments for which ready made ‘cures’ can be sold has been covered by Vaughan on mindhacks.com before, in relation to the mental health). Packed with critical analysis of the advertising industry, more informative history and some shocking examples of how consumerism has worked its way into many aspects of our daily lives, this book is essential intellectual self-defense, managing to be critical and aware without ever being sanctimonious or hysterical.

Cross-posted at idiolect.org.uk

Neuroethics at SfN 2009

The world’s largest scientific conference, the Society for Neuroscience meeting, starts tomorrow in Chicago. Tens of thousands of researchers from all areas of neuroscience will meet to discuss all aspects of the brain. The conference always has a full programme of social events, as well as the usual scientific programme (I am still filled with regret about missing the ‘Hippocampus Poetry Slam’ the last time I went). If you are in Chigaco this year, one particular event you might want to check out is the Neuroethics Social, hosted by Martha Farah from the University of Pennslyvania

Neuroethics Social
Time & Date: Tuesday Oct 20, 6:30-8:00
Location: Room N139, convention center
Guests: J.T. Cacioppo J.D. Haynes J. Illes S. Laureys H.S. Mayberg E.A. Phelps R.A. Poldrack B.J. Sahakian
“Interested in the ethical, legal or policy implications of neuroscience? Come to the neuroethics social hour and meet others with the same interests. And don’t miss the short but spirited debate, between two leading neuroimaging researchers, on the proposition that “brain imaging is already capable of (something worthy of the term) ‘mind reading’.”

Martha is the academic director of the Center for Neuroscience & Society at U. of Pennsylvania and for the last few years has been running a ‘Neuroscience Bootcamp’ for professionals and graduate students in fields such as law, ethics and education who feel they need a crash course in modern neuroscience.

The shadows of the moon

In the celebrations of the fifty-year forty-year anniversary of the moon landing, we’ve probably all seen this iconic photo of Buzz Aldrin’s footprint on the lunar surface:

buzzfoot.jpg

Looking at it again yesterday, I realised that there was something that disturbed me about it. The footprint looks wrong somehow. Our world-knowledge tells us that footprints press into the surface they are made on, yet this footprint looks like it rises out. What gives?

The effect is due to a well known visual phenomenon whereby our brains use shading to infer the percepion of shape (in the book, Hack #22). We are wired to assume that light comes from above, so things with shading underneath, like the ridges of the footprint, are seen as sticking out towards us. Things with shading on the top are seen as sticking in, away from us.

You can make the moon-footprint look ‘right’ by turning the photograph the other way up. This is the opposite to the way it is normally shown, but gells with our natural inclination to assume light comes from the top of the photo:

buzzfoot_upside.jpg

Perhaps the unnatural look of this photo is one source of moonlanding-denial conspiracy theories?

Pavlov, Office Style

This clip, from the US version of comedy show The Office, shows Jim training co-worker Dwight to expect a sweet everytime he reboots his computer.

From Vodpod.

Psychologists everywhere will recognise this an an application of classical conditioning. The ‘scientist’ Jim has heard of is, of course, Ivan Pavlov.

Thanks to Russ Fazio for showing us this clip during his keynote at the recent BPS Social Psychology Section conference.

“My story is about not giving up hope”

We’ve reported before on brain imaging research that shows brain activity in those in a ‘persistent vegetative state’. What I didn’t know until today was that one subject in this research, Kate, has since woken up. This YouTube video tells Kate’s story:

Kate suffered from what was probably brain stem encephalitis at the age of 23. She was the first patient to be scanned by <a href="http://www.mrc-cbu.cam.ac.uk/people/adrian.owen/
“>Adrian Owen as part of his research into the mental lives of those in persistent vegetative states. Findings from this research support what Kate herself is able to say in the video: we need to be very careful before making life and death decisions on behalf of people who appear unresponsive.

Psychology and advertising

Here are links to some old posts about psychology and advertising. About three years ago I was writing a lot about this, and I just thought I’d collect them here:

Longer posts:

Is there a science of advertising?
Decoding adverisements
Cognitive psychology & advertising
Music wine and will
advertising influences familiarity induces preference
neuroscience and advertising
where do implicit associations come from?
Book review: Influence (by Robert Cialdini)
Does advertising erode free will?

‘Briefly noted’ and links

the price is right regardless of the cost
When choice is demotivating
Experimental psychology of advertising resources
Why can’t we choose what makes us happy
The Endowment effect and marketing
A quick and miscellaneous list of advertising links

Update: Book review of Ad Nausam, Sir Humphrey teaches questionnaire design

Sir Humphrey teaches questionnaire design

Classic British TV comedy Yes Prime Minister has important lessons for those who want to interpret questionnaire data. This clip shows two civil servants discussing a policy suggestion. Bernard Woolley, who we see first, thinks the public are in favour of the policy – the minister has had an opinion poll done. Luckily senior civil servant, Sir Humphrey Appleby is there to set him straight:

Fans of cognitive biases, note that Sir Humphrey uses at least three in his illustration of a biased questionnaire: framing, priming, and acquiescence bias.

This example exaggerated, but the moral still holds : questionnaires can be designed to encourage the answers you want. People’s opinions are not objective facts like their height and weight, they change depending on the context and on how they are asked.

The Straight Dope on Learning Styles

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The glorious truth is that people think and learn differently. Some people like words, but not pictures, some like movements rather than sounds. Why are people different? Who knows, perhaps because Allah loves wondrous variety.

A funny thing is that we have the tendency to ignore this fact. Perhaps because empathy is difficult, perhaps because learning makes itself invisible. I have a dear friend, Cat, who doesn’t have visual imagery. When she thinks of a dog, for example, she doesn’t see one in her mind’s eye. She doesn’t see anything. When she dreams she rarely has pictures — she just knows what is happening in the dream. People often don’t believe this. They think that everyone must experience their inner world in pictures, the way they do. Sorry. People are just different. Some always see things when they imagine them, some don’t. Some people have a sense of pitch, some don’t. So it goes.

So the idea of learning styles makes a lot of intuitive sense. Surely if we know that people think and learn differently, we should be able to design our teaching to take advantage of different learning styles. Right?

This is where we hit problems. Are learners either primarily visual, auditory, kinesthetic (as claimed in NLP)? Or are they primarily analytic, creative or pragmatic (as proposed by Robert Sternberg). Is the world made of Convergers, Divergers, Assimilators and Accomodators? Maybe instead we should use the Myers-Briggs categories of Sensers, Intuitors, Thinkers and Feelers?

Faced with these possibilities an academic psychologist has a standard set of questions they would like answered: can you really divide people up into a particular set of categories? Are the tests for these categories reliable; if you take the test twice will you come out the same both times? Are the categories you are trying to use related to how people learn? If you use a theory of learning styles, do people learn better? Can you use learning styles to predict who will benefit most from particular styles of instruction? Does using a learning styles system – any system – for teaching have other effects on learners or teachings, such as making them more confident or making them expend more effort?

These questions stem from the way academic psychologists systematically approach topics: we like to establish the truth of psychological claims. If someone comes to us with a theory about learning styles we want to know (a) if learning styles really exist, (b) if they really are associated with better learning and also (c) if, when learning styles are taken into account, learning is better because of something about the specific learing style theory rather than just being a side effect of an increase in teacher confidence, effort or somesuch.

So, what have academic psychologists found out about learning styles? We know that some of the supposed categories of learning styles are actually dimensions that vary continuously across the population. For example visual imagery: it is not that some people are visual thinkers, it is that most people have some visual imagery and a few have very strong imagery and a few, like my friend Cat, have less than average. We also know that people can change their learning styles over time, for different tasks and in different contexts. We also know that it is very difficult to prove that teaching that uses learning styles is better because of the particular theory of learning styles used, rather than merely because a learning style theory, any learning style theory, is being used and this makes people pay more attention to what they are doing.

Learning styles seem intuitively sensible. Having thought about learning styles helps teachers improve their teaching and also helps increase their confidence and motivation. But there is no strong evidence that any one theory of learning styles is the best, or most true, compared to the others. Learning style theories can be useful without being true, and it isn’t clear that knowing the truth about the differences in how people learn will be immediately useful or produce a more useful theory of learning styles. This difference between truth and utility is a typical dilemma of psychology.

Sadly, the headlines for this conclusion aren’t snappy. It is easier to say that “Some people are visual thinkers and others are auditory thinkers” than it is to say that “Thinking about presenting information in different sensory modalities will make your teaching more varied and help those you are teaching who have different preferences to yourself”. Using a learning style theory is great, but you lose a lot of flexibility and potential for change if you start to believe that the theory is based on proven facts about the way the world is, rather than just being a useful set of habits and suggestions which might, sometimes, help guide us through the maze of teaching and learning.

Cross-posted at schoolofeverything.com

Part of a series:

Image: jelly belly by House of Sims

Learning Should Be Fun

jogger.jpg

Learning can and should be fun. This is not just a moral position, but a scientific one too.

When you learn a new thing, or get a surprise, there is a shot of a chemical messenger in your brain called dopamine. Dopamine is famous among neuroscientists for its involvement in the reward and motivation systems of the brain.

You won’t be surprised to learn that the reason addictive drugs are addictive is that they hack the reward circuitry that dopamine is intimately involved in. Perhaps the most addictive drug, cocaine, directly increases the amount of dopamine at work in your brain.

Learning something new triggers a chemical release of the same kind as cocaine, albeit in a much more subtle manner. As methods of getting your kicks you can perhaps compare it to the difference between walking up a hill yourself or being strapped to a rocket and blasted up — slower, harder work, but a lot more sustainable and you’re in a better state to enjoy the view when you get there!

The reason for this electro-chemical connection between learning and drugs of reward is that our brains have obviously been designed to find learning fun.

One of the many negative things about the misconception that education is about transmitting content is the idea that any fun you have is taking time away from proper learning, and that ‘proper learning’ shouldn’t be fun.

Rather than fun being a relief from learning, or a distraction from it, for most of our history, before school, learning had to be its own motivation. Brains that learnt well had more offspring, and so learning evolved to be rewarding.

In lots of teaching situations we focus on the right and wrong answers to things, which is a venerable paradigm for learning, but not the only one. There is a less structured, curiosity-driven, paradigm which focusses not on what is absolutely right or wrong, but instead on what is surprising. A problem with rights and wrongs is that, for some people, the pressure of being correct gets in the way of experiencing what actually is.

You can try this for yourself, either in any teaching you do, or any learning. Often we will get blocked at a particular stage in our learning. A normal response is to try harder, and to focus more on what we’re doing right, and what we’re doing wrong. Sometimes this helps, but sometimes it just digs us further into our rut. The way out of the rut is to re-focus on experiencing again.

I’ll give you an example from one of the two things I know best about teaching — aikido, the japanese martial art. Aikido involves some quite intricate throws and grappling moves. Often a student is so intent on getting through the move, and on trying hard to get it right, that they become completely stuck, repeatedly doing something that doesn’t work, and usually too fast. Even if you say or show explicitly the correct movement, they can’t seem to get it. In this situation, one teaching technique I use, inspired by the ‘Inner Game’ writings of Timothy Gallway, is to tell the student to stop trying to do the move correctly, and instead do it deliberately wrong. “Try pushing over this way to the left”, I’ll say, “Now try the opposite over to the right. Now try high, or low. Which is easiest?”. By removing the obligation to get the move correct I hope to give permission to the student to just experience the effect they are having on their partner’s balance. Once they can tune into this they can figure out for themselves what the right thing to do is, without me having to tell them.

However you do it, if you can get out of the rut of right and wrong you free up a natural capacity for experience-led, curiosity-driven learning. Soon you’ll be flying along again, experiencing the learning equivalent of the jogger’s high, and all thanks to that chemical messenger dopamine and a brain that’s evolved to find things out for itself, and feel good while doing it.

Part of a series. #1 Learning Makes Itself Invisible

Cross-posted at schoolofeverything.com

Image: jogging on the beach by Naama

Learning Makes Itself Invisible

This month I am guest blogging at School of Everything, the website that helps people who want to learn meet people who want to teach. I’ll be posting here and there about what psychologists know about learning. Below is my first post…

Once you have learnt something you see the world differently. Not only can you appreciate or do something that you couldn’t appreciate or do before, but the way you saw the world before is now lost to you. This works for the small things as well as the big picture. If you learn the meaning of a new word, you won’t be able to ignore it like you did previously. If you learn how to make a cup of out of clay you won’t ever be able to see cups like you used to before.

This means it is hard to imagine what it is like for someone else who hasn’t learnt what you’ve learnt. The psychologist Paul Bloom calls this the curse of knowledge in the context of being unable to model what other people don’t know, rather than on what you yourself used not to know. If you’ve ever organised a surprise party for someone, or had another kind of secret, you’ll know the feeling. It seems so *obvious* what you are keeping hidden, but usually the person you are hiding it from doesn’t catch on. They don’t catch on because the clues are only obvious to you, knowing the secret, and you find it hard to imagine what they see not knowing it.

The reason this occurs is because of two facts about the mind that are not widely appreciated. The first is that memory is not kept in a separate store away from the rest of the mind’s functions. Although there are brain regions crucial to memory, the memories themselves are not stored separately from the regions which do perception, processing and output. Unlike a digital computer, your mind does not have to fetch stored information when it needs it, instead your memories affect every part of your perception and behaviour.

The second important fact about the mind is related to the first. It is that learning something involves changing the structures of the mind that are involved in perception and behaviour. Memories are not kept in a separate store, but are constituted by the connections between the neurons in your brain. This means that when you learn something — when you create new memories — it isn’t just *added* to your mind, but it changes the structures that make up your mind so that your perceptions, behaviour and potentially all of your previous memories are changed too.

We can see this in microcosm if we look at a small example of what is called one-shot perceptual learning. What do you think this is?

mooney_figure.jpg

Now probably you don’t know, but I would like you do savour the feeling of not knowing. Try and taste, like a rare wine, what the perceptual experience is like. You can see the parts of the picture, the blacks and the whites, various shapes, some connected to others and some isolated.

If you now look at this popup here then you will have this taste washed out of your mind and irrevocably removed. It will be gone, and you will never be able to recover it. This is why I asked you to savour it. Now look at the original again. Notice how the parts are now joined in a whole. You just cannot see the splotches of black and white, the groups, the isolated parts, again. When you learn the meaning of the whole picture this removed the potential for that experience. Even the memory is tantalisingly out of reach. You can’t recover an experience that you yourself had two minutes ago!

One-shot learning is unusual. Most learning happens over a far longer time-scale, so it is even harder to keep a grip on what it was like to not know. All of us will have had the experience of a bad teacher who simply couldn’t see why we had a problem — they simply couldn’t see that we couldn’t understand or do what was obvious or easy to them. A good teacher has to have the dual-mind of knowing something, but also being able to empathise with someone who doesn’t know it, someone for whom what is obvious isn’t obvious yet. It is because learning has this tendency to make itself invisible that teaching is such a difficult and noble tradition.

Cross-posted at schoolofeverything.com

Link A Mindhacks.com post in which I discuss a similar thing in the context of the role expectations play in our perception.

The reference I took the picture from: Rubin, N., Nakayama, K. and Shapley, R. (2002), The role of insight in perceptual learning: evidence from illusory contour perception. In: Perceptual Learning, Fahle, M. and Poggio, T. (Eds.), MIT Press.

Better Living Through Neuroscience

Cod_tectum.pngNew for 2009, mindhacks.com is pleased to announce the development of two lifestyle-enhancing products. These innovations use fundamental features of perception to deliver value to YOU! For pre-ordering details please leave a note in the comments.

Introducing: The Adaptive Stereo

Adaptation is a fundamental feature of perception [see Hack #26, ‘Get Adjusted’, in the book]. Simply viewed it means that your perception adjusts according to what you are experiencing. Adaptation is why you don’t notice the noise of a fan until it turns off, and why everyone shouts at each other when they come out of a club or a loud gig.

Extensive observation by the mindhacks.com team of ethno-psychologists (i.e. me) has led to the theory that adaptation is also behind such perplexing phenomenon as bars where the music is too loud for anyone to talk and people on the bus listening to their headphones so loud that you can hear every note of their music too. Turning the volume up is nice, but once you’ve turned it up you get used to the new level (because of adaptation) and so shortly turn it up again, and so on.

Now the Adaptive Stereo is here to solve this growing problem of noise pollution and associated hearing damage. Psychologists have known for a long time that if you change the magnitude of a stimulus by small amounts it isn’t detectable. The size of the smallest change which you can’t get away with is known in the business as the just noticeable difference (a victory for plain-speak if there ever was one). The Adaptive Stereo takes advantage of this fact, alongside precise calibration according to the human auditory capacity, to continually reduce the volume it plays at, but at a rate below the just noticeable difference. Auditory adaptation ensures that people will adjust to the new volume level, within a reasonable range, so they will be able to hear the music just as well, but simultaneously a) saving their hearing from permanent damage and b) allowing you to continuously turn up the volume on your favourite songs without the music getting any louder on average!

Introducing: The Collicularly-Tuned Bike Light

This innovation solves the urban-cyclist’s annoyance of not being noticed by cars and subsequently being run-over. Although it is easy to think that the purpose of our eyes is to supply information to our conscious, deliberately directed, vision, there is another component of seeing which is unconscious, subcortical and absolutely critical if you are going to notice things on the edge of your vision. A sentinel system, controlled by a subcortical region called the superior colliculus, is responsible for noticing movements and changes in the periphery of your vision and attracting your conscious, cortical, visual attention towards them [See Hack #32 ‘Explore your defense hardware’]. It is this system that lets you find your friends in the theatre when they wave at you. Although your conscious visual system can’t pick them out, when they move their hands rapidly your subcortical sentinel systems alerts your conscious visual system so that you reorientate in their direction and can come to recognise them. Now the colliculus which commands this sentinel is very insensitive to most things – fine detail and colour for example – but it specialises in movement and changes in light levels. And this is why flashing lights are a good idea if you are riding a bike and want to get noticed by drivers who might be focusing their conscious attention on other things (cars, arguing with their passengers, smoking, shaving, etc). The Collicularly-Tuned Bike Light takes advantage of decades of precision sensory neuroscience to flash at the rate which the colliculus is most sensitive too. Drivers will find their attention irresistibly drawn to you as you appear in their peripheral vision (mindhacks.com cannot guarantee that they will then try and avoid you when they notice you). For only an extra ¬£25 an Amygdala-activating extension is available which uses the latest in silhouette technology to project the image of an angry male face directly into the subcortex of unsuspecting drivers.