Rule #3 Every brain is wired differently.   • What you do and learn in life physically changes what your brain looks like—it literally rewires it.   • The various regions of the brain develop at different rates in different people.   • No two people’s brains store the same information in the same way in the same place.   • We have a great number of ways of being intelligent, many of which don’t show up on IQ tests.   Get more at www.brainrules.net attention Rule #4 We don’t pay attention to boring things. IT WAS ABOUT 3 o’clock in the morning when I suddenly was startled...
So I ask this question in every college course I teach: “Given a class of medium interest, not too boring and not too exciting, when do you start glancing at the clock, wondering when the class will be over?” There is always some nervous shuffling, a few smiles, then a lot of silence. Eventually someone blurts out: “Ten minutes, Dr. Medina.” “Why 10 minutes?” I inquire. “That’s when I start to lose attention. That’s when I begin to wonder when this torment will be over.” The comments are always said in frustration. A college lecture is still about 50 minutes long. Peer-reviewed...
memory What we pay attention to is often profoundly influenced by memory. In everyday life, we use previous experience to predict where we should pay attention. Different environments create different expectations. This was profoundly illustrated by the scientist Jared Diamond in his book Guns, Germs, and Steel. He describes an adventure traipsing through the New Guinea jungle with native New Guineans. He relates that these natives tend to perform poorly at tasks Westerners have been trained to do since childhood. But they are hardly stupid. They can detect the most subtle changes in the jungle,...
“This man only has one cavity.” A larger sentence below says: “Life is harsh. Your tequila shouldn’t be.” Flying in the face of most tequila marketing strategies, which consist of scantily clad 20-somethings dancing at a party, the ad is effective at using attention to create interest. awareness Of course, we must be aware of something for it to grab our attention. You can imagine how tough it is to research such an ephemeral concept. We don’t know the neural location of consciousness, loosely defined as that part of the mind where awareness resides. (The best data suggest that several...