Posts Tagged priming
In a rather cute bit of research by Takashi Nakao at Nagoya University, Japan (and a whole host of researchers at Hiroshima University), students were prompted with random pairings of job titles and asked to choose which occupation they thought they could do better. The researchers then used EEG to measure the students’ brain activity in certain areas that are associated with conflict in relation to decisions.
In the first study they demonstrated that the amount of activity recorded was related to the difficulty of choosing between the options. There was more activity (more conflict) as well as a slower reaction time when students were choosing between two options that they found equally attractive.