The human brain has a remarkable ability to recognize faces, even when they’re not actually there. This phenomenon is known as pareidolia, where our minds convince us that we see faces or patterns in everyday objects. A recent study by the University of Surrey has shed light on how this happens and what it means for advertisers.

Researchers conducted experiments to compare how people respond to real faces versus imagined ones. They found that both types of stimuli can direct attention, but through different mechanisms. When looking at a person’s face, we focus on specific features like their eyes and mouth. However, when seeing a face-like object, our brain processes the entire structure, including where the “eye-like” elements are positioned.

Lead researcher Dr. Di Fu explained that this difference in processing pathways can lead to a stronger attention response when encountering pareidolia. The findings of this study may have implications beyond just understanding how our brains work. Advertisers could potentially use face-like designs with prominent eye-like elements to grab consumers’ attention and leave a more lasting impression.

The next time you spot a face in a cloud or see a pattern that reminds you of something, remember that your brain is using a different pathway to process the information compared to when you look at a real face. Who knows what other secrets your brain has hidden beneath its complex workings?

The decades-old sweetener erythritol has become increasingly popular among health-conscious individuals. It’s found in numerous products, from sugar-free soda to low-carb ice cream and keto protein bars. However, new research suggests that this sugar substitute comes with serious downsides, impacting brain cells in ways that can boost the risk of stroke.

A study published in the Journal of Applied Physiology has shed light on the potential risks associated with erythritol consumption. Researchers at the University of Colorado Boulder found that human cells lining blood vessels in the brain were altered when treated with a serving-size amount of erythritol, similar to what’s found in a typical sugar-free beverage.

The study revealed that the treated cells expressed significantly less nitric oxide, a molecule that relaxes and widens blood vessels. This led to increased constriction of blood vessels, making it more difficult for blood to flow freely. Additionally, the cells produced more endothelin-1, a protein that constricts blood vessels even further.

When challenged with a clot-forming compound called thrombin, cellular production of the natural clot-busting compound t-PA was “markedly blunted.” This means that the treated cells were less effective at breaking down blood clots, making it more likely for strokes to occur.

The researchers also observed an increase in reactive oxygen species (ROS), metabolic byproducts that can age and damage cells and inflame tissue. These findings suggest that erythritol consumption may lead to a higher risk of stroke.

While the study used only a serving-size amount of erythritol, the authors caution that consuming multiple servings per day could have a more significant impact.

To put it into perspective, the researchers note that a recent study involving 4,000 people in the U.S. and Europe found that men and women with higher circulating levels of erythritol were significantly more likely to have a heart attack or stroke within the next three years.

Given these findings, experts recommend that consumers read labels carefully, looking for erythritol or “sugar alcohol” on the label. They also encourage individuals to be mindful of their consumption and consider alternative sweeteners that may be safer.

While this study was conducted in a laboratory setting using cells, further research is needed to confirm these findings in humans. However, experts agree that it’s always better to err on the side of caution when it comes to our health.

The next time you reach for a sugar-free soda or low-carb ice cream, remember: even seemingly healthy ingredients can have hidden dangers.

Smarter Decisions: New IQ Research Reveals Why Higher Intelligence Leads to Better Predictions and Outcomes

A groundbreaking study from the University of Bath’s School of Management has shed new light on the connection between intelligence quotient (IQ) and decision-making. The research, published in the Journal of Personality and Social Psychology, found that individuals with higher IQs are more accurate in their predictions, which can lead to improved life outcomes.

The study analyzed data from a nationally representative sample of people over 50 in England, assessing their ability to predict their own life expectancy. Participants were asked to estimate their probability of living to certain ages, and these estimates were compared with the probabilities taken from Office for National Statistics life tables.

To control for lifestyle, health, and genetic longevity factors, researchers used cognitive test scores and genetic markers linked to intelligence and educational success. The study revealed that individuals with higher IQs tend to have more accurate beliefs about uncertain future events – they are better at assessing probability.

The results showed that people with a lower IQ made forecasting errors that were more than twice as inaccurate as those made by people with a high IQ. Individuals with higher IQs also demonstrated more consistent judgment and made fewer errors, both positive and negative.

“Accurately assessing the probability of good and bad things happening to us is central to good decision-making,” said Professor Chris Dawson, lead author of the study. “This research highlights one possible channel through which people with lower IQs do worse on various outcomes.”

Professor Dawson suggests that explicitly stating probability estimates on information related to health and finance could help individuals prone to forecasting errors make more informed decisions.

“I found that certain genetic traits linked to intelligence and education are associated with more accurate predictions, suggesting that lower cognitive ability may causally contribute to the formation of more biased assessments,” said Professor Dawson. “Probability estimation is the most important aspect of decision-making, and people who struggle with this are at a distinct disadvantage.”

The study’s findings have significant implications for personal finance, health, and economic growth. Poorly calibrated expectations can lead to bad financial decisions, reduced economic welfare, and adverse effects on national growth.

As Professor Dawson notes, “Expectations about the future shape how households make critical decisions – like how much to save, when to retire, or whether to invest.” By recognizing the importance of accurate probability estimation in decision-making, individuals and policymakers can take steps to improve outcomes and promote more informed choices.