People are less willing to rely on their knowledge and say they know something when they have access (接近) to the Internet, suggesting that our connection to the web is affecting how we think.

    Professor Evan Risko, of the Department of Psychology at the University of Waterloo, led a recent study where the team asked about 100 participants (参与者) a series of general-knowledge questions, such as naming the capital of France. For half of the study, participants had access to the Internet. They had to look up the answer when they responded that they did not know the answer. In the other half of the study, participants did not have access to the Internet.

    The team found that the people who had access to the web were about 5 percent more likely to say that they did not know the answer to the question. Furthermore, in some cases, the people with access to the Internet reported feeling as though they knew less compared to the people without access.

    “With the popularity of the Internet, we are almost frequently connected to large amounts of information. And when that data is within reach, people seem less likely to rely on their own knowledge,” said Professor Risko.

    Studying the results, the researchers thought that access to the Internet might make it less acceptable to say you know something but are incorrect. It is also possible that participants were more likely to say they didn't know an answer when they had access to the web because online searching offers an opportunity to confirm their answer, and the process of finding out the answer is rewarding.

    “Our results suggest that access to the Internet affects the decisions we make about what we know and don't know,” said Risko. “We hope this research helps us understand how easy access to large amounts of information can influence our thinking and behaviour.”

    When it comes to gift-giving, not only must the gift giver attempt to infer the recipient's(接受者的) tastes, needs, desires, and reactions, the gift selection may also be affected by the information which it would appear to convey about the giver and the giver-recipient relationship. The ancient practice of gift-giving is still common and important in modern cultures. For instance, Lowes Turner. and Willis (1971) mention a series of British Gallup Polls from 1963-1967, in which it was found that over 90 percent of the adult population did some Christmas gift-giving each year.

Gift-giving has been treated from a variety of related theoretical aspects. A famous theoretical analysis of the gift-giving process is an essay by French anthropologist- sociologist Marcell Mauss(1923). Based on his examination of gift-giving, Mauss concluded that gift-giving is a self-perpetuating(不停的) system of reciprocity. More specifically, Mauss summarized three types of obligations (义务): the obligation to give; the obligation to receive; the obligation to repay.

    The obligation to give may be based on moral or religious necessities, with the need to recognize and keep a status hierarchy(等级制度) or the need to establish or keep peaceful relations. Receiving is seen as similarly obligatory. Mauss noted however that there is a certain tension created in receiving a gift since acceptance is an implied recognition of dependence on the giver. This tension may then be reduced by meeting the third obligation, the obligation to repay. Failure to repay or failure to repay adequately results in a loss of status and self-esteem. Adequate or overly adequate repayment, on the other hand, creates an obligation to repay on the part of the original giver, and the cycle is reinitiated.

    Schwartz (1967) noted that beyond the functions served by the general process of gift exchange, the characteristics of the gift itself also act as a powerful statement of the giver's perception(洞察力) of the recipient. He also suggested that acceptance of a particular gift constitutes an acknowledgment and acceptance of the identity that the gift is seen to imply. Among children this may lead to lasting changes in self-perceptions, but probably gifts have less influence on the self- concept of an adult.

    There can be little doubt that gift-giving is a common experience in human life and consumer behavior.

    TALENT ON PARADE

    It is time for the Smithdale Student Activity Club's yearly talent show. In the past, the club has had performers sing, dance, and play the violin, guitar, or piano. This year the show will be called "Talent on Parade", and we are looking for performers with great new ideas. In addition, we have planned two important changes for this year's show.

    Two Shows Instead Of One

    First, "Talent on Parade" will be held on two nights. Performers in the Wednesday night show will include students in Grades K-5. Performers in the Friday night show will include students in Grades 6-12.

    Smithdale High School Hall Wednesday, May 11, 6:30 P.M. Friday, May 13, 7:30 P.M.

    No Tryouts (预选)

    The second change is that this year's performers will be chosen in a new way. No tryouts will be held. The first twenty acts to sign up for each show will be accepted. Others will be put on a waiting list in case someone has an act that is not allowed. You'll be told by telephone or e-mail if your act is included.

    If you do not wish to perform but would enjoy helping backstage with lights or sound, print "stagehand" in large letters at the top of the permission slip (同意书).

    Rules For Acts

    ⒈Each student chosen to perform must turn in a permission slip signed by a parent or guardian(监护人).

    ⒉All performers must be at the school one hour before the show time.

    ⒊Performers must provide their own transportation to and from the school.

    ⒋Each act is limited to three minutes.

    ⒌No act may have more than five people in it.

    ⒍Performers must provide their own music (tapes, CDs, or instruments) and costumes.

    ⒎Singers may sing with or without musical accompaniment, but they may not sing along with a recorded voice on a CD or tape.

Training the Brain

    People who can accomplish unbelievable tasks, such as memorizing thousands of random numbers in under an hour, state that they just have normal brains. Some memory superstars compete in Olympic-like World Memory Championships. These mental athletes, or MAs for short, can memorize names of dozens of strangers in a few minutes or any poem handed them. Ed Cooke, a 24-year-old MA, explains they see themselves as participants rescuing the long-lost art of memory training. These techniques existed not to recall useless information, but to cut into the brain basic text and ideas.

    A study in the journal Nature examined eight people who finished near the top of the World Memory Championships. The scientists examined whether their brains were fundamentally different from everyone else's or whether they were simply making better use of memorizing abilities we all possess. They put the MAs and control subjects into brain scanners and had them memorize numbers and photographs. The result surprised everyone. The brains of the MAs and those of the control subjects were indistinguishable. On every test, the MAs scored in the normal range. However, when the scientists examined what part of the brain was used during a memory activity, they found the MAs relied more heavily on areas in the brain involved in spatial memory.

    MAs offer an explanation: anything can be fixed upon our memories and kept in order by constructing a building in the imagination and filling it with pictures of what needs to be recalled. Dating back to the fifth century, the building is called a memory palace. Even as late as the fourteenth century, when there were copies of any text, scholars needed to remember what was read to them. Reading to remember requires a different technique than speed reading. If something is made memorable, it has to be repeated. Until relatively recently, people read only a few books intensively (细致地) again and again, usually aloud. Today we read extensively, usually only once and without continuous focus.

    So the great difference is the ability to create impressive pictures in mind and to do it quickly. Using memory palaces, MAs create memorized pictures. For example, recombine the pictures to form unforgettable scenes such as the ways through a town. One competitor used his own body parts to help him memorize a 57,000-word dictionary.

    Anyone who wishes to train the mind needs first to create fantastical palaces in the imagination. Then they should cut each building into cubbyholes for memories. In a short amount of time, they will notice improvement with remembering things. To keep the skill sharp, MAs deliberately empty their palaces after competitions, so they can reuse them and they recommend that beginners do the same.

    Procter & Gamble (P&G), one of the world's biggest marketers, has announced a change in the way it buys advertising on Facebook. It has started cutting its spend on highly targeted ads and increasing its spend on ads that address much larger numbers of the potential audiences for its brands, which include Tide, Pampers and Gillette. Explaining this change of emphasis, P&G's global brand building officer, Marc Pritchard, said, "We targeted too much, and went too narrow."

    Facebook's astonishing income growth comes, in part, from its ability to deliver micro-targeted audiences (推送精准目标受众) to advertisers, and P&G in fact admits that it has wasted millions of dollars in the misguided pursuit of effectiveness.

    Facebook used to be irresistible to advertisers. It presents advertisers this question: Instead of sending your message to millions in a television ad, why not use data to reach only those you need to reach? But as many people may have noticed, making perfectly targeted ads appears to be much harder than it sounds. Most digital ads are easily ignored. Information about consumers is not the same as insight into human beings.

    The more fundamental problem with micro-targeting is that for big brands, advertising has never really been about messages—even brand owners have never quite realized it. It is about the creation of shared memories, triggered at the point of purchase. Think about some of the great brands: Nike, Apple, and yes, Pampers. If you buy them, it is because you know millions of others do, and because they seem to stand for something that, far from being unique to you, is common to all of us: achievement, creativity, and nurturing. The broader these brands go, the better they do.

    When a consumer reaches for something on the shelf, they usually reach for the familiar. To achieve that status, a brand needs to have done something that lots of people regularly see, notice and enjoy. What seemed to be the wastefulness of TV was in fact its secret sauce. By reaching large numbers of people at the same time, TV ads had the power to turn brands into cultural icons, which took up consumers' minds.

    In its conversations with advertisers, Facebook now talks less about targeting, preferring to emphasize the large number of consumers that it can help brands to reach. It is investing in video functions and is encouraging its clients to make short films. After years of telling clients TV is wasteful, it is now doing a good job of imitating it.

A recent study has found that using wood for construction instead of concrete (混凝土) and steel can reduce emissions (排放). But Tim Searchinger at Princeton University says many of these studies are based on the false foundation that harvesting wood is carbon neutral (碳中和). "Only a small percentage of the wood gets into a timber (木料) product, and a part of that gets into a timber product that can replace concrete and steel in a building," he says. Efficiencies vary in different countries, but large amounts of a harvested tree are left to be divided into parts, used in short-lived products like paper or burned for energy, all of which generate emissions.

In a report for the World Resources Institute, Searchinger and his colleagues have modelled (塑造) how using more wood for construction would affect emissions between 2010 and 2050, accounting for the emissions from harvesting the wood. They considered various types of forests and parts of wood going towards construction. They also factored in the emissions savings from replacing concrete and steel.

Under some circumstances, the researchers found significant emissions reductions. But each case required what they considered an unrealistically high portion (份额) of the wood going towards construction, as well as rapid growth only seen in warmer places, like Brazil. In general, they found a large increase in global demand for wood would probably lead to rising emissions for decades. Accounting for emissions in this way, the researchers reported in a related paper that increasing forest harvests between 2010 and 2050 would add emissions equal to roughly 10 percent of total annual emissions.

Ali Amiri at Aalto University in Finland says the report's conclusions about emissions from rising demand are probably correct, but the story is different for wood we already harvest. "Boosting the efficiency of current harvests and using more wood for longer lived purposes than paper would cut emissions," he says. "We cannot just say we should stop using wood."