Psychology
Rule 4: People Don’t Pay Attention to Boring Things (Brain Rules)
### Interest Creates Attention We know that attention creates interest, but can interest create attention? Marketers think so. They use novel stimuli to harness attention in the service of interest. A print ad for Sauza Conmemorativo tequila is an example.
Interest Creates Attention
We know that attention creates interest, but can interest create attention? Marketers think so. They use novel stimuli to harness attention in the service of interest.
A print ad for Sauza Conmemorativo tequila is an example. There is an old, dirty, bearded man wearing a brimmed hat and smiling, revealing a single tooth.
Above the picture, it says:
“This man only has one cavity.” A sentence below says (in larger font): “Life is harsh. Your tequila shouldn’t be.” Most tequila marketing strategies focus on scantily dresses youths dancing at a party, but this ad uses attention to create interest.
Gist
Gist is very important for remembering details.
J.C. is a water who takes orders without writing anything down, but he never gets it wrong. The menu offers over 500 possible combinations, so this is an amazing feat.
Colorado brain scientist K. Anders Ericsson often frequents this restaurant and noticed how unusual J.C.’s skills were. The secret was how J.C. organized information – he divided each order into discrete categories (entrée, temperature, side dish), and he coded the details of the order using a lettering system. By creating a gist hierarchy, he could recall any detail he wanted.
Memory is enhanced when associations between concepts are created. If we can derive the meaning of words to each other, we can more easily remember the details. Meaning before details.
John Bransford, who edited How People Learn discovered that experts differ from novices not simply through knowing a list of facts and formulas, but through organizing their knowledge around ‘big ideas’ or core concepts.
Can’t Multitask
Research shows we can’t multi-task. A person who is interrupted takes 50 percent longer to accomplish a task and makes up to 50 percent more errors. People who talk on cell phones while driving are half a second slower to hit the brakes in emergencies – it is like driving drunk.
The Brain needs a Break
The brain needs time to learn – information overload is not productive.
The brain is a sequential processor, it cannot pay attention to two things simultaneously. Create an interruption free zone and see that you get more done.
YARPP List
Related posts:
- Rule 1: Exercise Boosts Brain Power (Brain Rules)
- Rule 2: The Human Brain Evolved, Too (Brain Rules)
- Rule 7: Sleep Well, Think Well (Brain Rules)
- Rule 12: We are Powerful (Brain Rules)
Keep Reading
Related Articles
Psychology
Rule 11: Do Not Bother Children When They are Skateboarding (12 Rules For Life)
### The Risk of Skateboarding When children are taking risks, such as skateboarding, should you stop them? The intuitive answer is to protect your child from any activity that is considered dangerous, including skateboarding.
Psychology
Strategy 14: Overwhelm Resistance with Speed and Suddenness (The 33 Strategies of War)
## The Blitzkrieg Strategy > You must be slow in deliberation and swift in execution.Napoleon Bonaparte (1769-1821) In 1218, Muhammad II, the shah of Khwarazm, received a delegation from the Mongol Empire to the east.
Psychology
How Does The Brain Work? (The Top Books in Neuroscience)
Synaptic Self: How Our Brains Become Who We Are–Joseph E. LeDoux – 2002 How does the memory function? What is the synaptic basis of mental illness and drug addiction? What is the mechanism of self-awareness? Consciousness and the Brain: Deciphering How the Brain Codes Our Though
Psychology
Personality 1
To know yourself and to know others is useful because you will be better able to conduct yourself in the world. Without error, you don’t learn. But to learn, you have to undergo the painful experience of destroying previous conceptualizations of the world. Error is unpleasant but necessary.