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.

The human brain is a masterful machine that makes decisions based on associations between stimuli in our environment. But did you know that these decisions can also be influenced by indirect associations between seemingly unrelated events? A recent study by the Cellular Mechanisms in Physiological and Pathological Behavior Research Group at the Hospital del Mar Research Institute has shed new light on this process, revealing how a specific scent can alter our mind’s decision-making processes.

The research team, led by PhD student José Antonio González Parra and supervised by Dr. Arnau Busquets, conducted experiments with mice to understand the mechanisms behind indirect associations between different stimuli. They trained the mice to associate two distinct smells – banana and almond – with sweet and salty tastes respectively. Later, a negative stimulus was linked to the smell of banana, causing the mice to reject the sweet taste associated with it.

The researchers used genetic techniques to observe which brain areas were activated throughout this process. They found that the amygdala, a region linked to responses such as fear and anxiety, played a crucial role in encoding and consolidating these associations. Other brain areas also interacted with the amygdala, forming a brain circuit that controls indirect associations between stimuli.

Dr. Busquets explained that if amygdala activity was inhibited while the mice were exposed to the stimuli, they were unable to form these indirect associations. This finding has significant implications for treating mental disorders linked to amygdala activity, such as PTSD and psychosis.

The researchers believe that the brain circuits involved in decision-making processes in humans are similar to those in mice. Therefore, understanding these complex cognitive processes can help us design therapeutic strategies for humans, including brain stimulation or modulation of activity in specific areas.

In conclusion, this study has revealed how a scent can change our mind’s decisions by altering indirect associations between stimuli. By exploring the neural mechanisms behind this process, we may be able to develop innovative treatments for mental disorders that affect millions of people worldwide.