"The Claim: Lack of Sleep Increases the Risk of Catching a Cold" (NYT)

"As cold season approaches, many Americans stock up on their vitamin C and echinacea. But heeding the age-old advice about catching up on sleep might be more important.

Studies have demonstrated that poor sleep and susceptibility to colds go hand in hand, and scientists think it could be a reflection of the role sleep plays in maintaining the body’s defenses.

In a recent study for The Archives of Internal Medicine, scientists followed 153 men and women for two weeks, keeping track of their quality and duration of sleep. Then, during a five-day period, they quarantined the subjects and exposed them to cold viruses. Those who slept an average of fewer than seven hours a night, it turned out, were three times as likely to get sick as those who averaged at least eight hours.

Sleep and immunity, it seems, are tightly linked. Studies have found that mammals that require the most sleep also produce greater levels of disease-fighting white blood cells — but not red blood cells, even though both are produced in bone marrow and stem from the same precursor. And researchers at the Max Planck Institute for Evolutionary Anthropology have shown that species that sleep more have greater resistance against pathogens.

“Species that have evolved longer sleep durations,” the Planck scientists wrote, “appear to be able to increase investment in their immune systems and be better protected.”

THE BOTTOM LINE Research suggests that poor sleep can increase susceptibility to colds."

"For First Time, AIDS Vaccine Shows Some Success" (NYT)

"Scientists said Thursday that a new AIDS vaccine, the first ever declared to protect a significant minority of humans against the disease, would be studied to answer two fundamental questions: why it worked in some people but not in others, and why those infected despite vaccination got no benefit at all.

The vaccine — known as RV 144, a combination of two genetically engineered vaccines, neither of which had worked before in humans — was declared a qualified success after a six-year clinical trial on more than 16,000 volunteers in Thailand. Those who were vaccinated became infected at a rate nearly one-third lower than the others, the sponsors said Thursday morning.

“I don’t want to use a word like ‘breakthrough,’ but I don’t think there’s any doubt that this is a very important result,” said Dr. Anthony S. Fauci, the director of the National Institute of Allergy and Infectious Diseases, which is one of the trial’s backers.

“For more than 20 years now, vaccine trials have essentially been failures,” Dr. Fauci said. “Now it’s like we were groping down an unlit path, and a door has been opened. We can start asking some very important questions.”

It will still, however, take years of work before a vaccine that could end the epidemic, which has killed about 25 million people, can even be contemplated.

“We often talk about whether a vaccine is even possible,” said Mitchell Warren, the executive director of the AIDS Vaccine Advocacy Coalition, or AVAC. “This is not the vaccine that ends the epidemic and says, ‘O.K., let’s move on to something else.’ But it’s a fabulous new step that takes us in a new direction.”"...

"Neuromarketing Hope and Hype: 5 Brands Conducting Brain Research" (Fast Company)

"Even before the age of Mad Men marketers were trying to tap into the human subconscious to influence consumers to buy their products.

But over the last decade or so, as the fields of neuroscience and marketing science (as some like to call it) have evolved, the area of Neuromarketing has emerged. Today more companies are investing in the technology and studies. Neuromarketing blogs (Roger Dooley) and books (Buyology) are being accorded more attention and legitimacy. Nielsen's recent investment in researcher NeuroFocus has increased the influence and credibility of neuromarketing. However, the field is young and a bit like the wild west. And many in and out of marketing have raised concerns about the reliability and ethicality of neuromarketing.

What is Neuromarketing?

Neuromarketing is the practice of using technology to measure brain activity in consumer subjects in order to inform the development of products and communications--really to inform the brand's 4Ps. The premise is that consumer buying decisions are made in split seconds in the subconscious, emotional part of the brain and that by understanding what we like, don't like, want, fear, are bored by, etc. as indicated by our brain's reactions to brand stimuli, marketers can design products and communications to better meet "unmet" market needs, connect and drive "the buy".

...

Techniques include:
fMRI (Functional Magnetic Resonance Imaging)
SST (Steady State Topography)
EEG (Electroencephalography)
Eye Tracking
Galvanic Skin Response

So who is using neuromarketing (aside from consultants)?

Microsoft is now mining EEG data to understand users' interactions with computers including their feelings of "surprise, satisfaction and frustration."

Frito-Lay has been studying female brains to learn how to better appeal to women. Findings showed the company should avoid pitches related to "guilt" and guilt-free and play up "healthy" associations.

Google made some waves when it partnered with MediaVest on a "biometrics" study to measure the effectiveness of YouTube overlays versus pre-rolls. Result: Overlays were much more effective with subjects.

Daimler employed fMRI research to inform a campaign featuring car headlights to suggest human faces which tied to the reward center of the brain.

The Weather Channel used EEG, eye-tracking and skin response techniques to measure viewer reactions to three different promotional pitches for a popular series."

...

Giant Particle Collider Struggles (NYT)

The biggest, most expensive physics machine in the world is riddled with thousands of bad electrical connections.

Many of the magnets meant to whiz high-energy subatomic particles around a 17-mile underground racetrack have mysteriously lost their ability to operate at high energies.

Some physicists are deserting the European project, at least temporarily, to work at a smaller, rival machine across the ocean.

After 15 years and $9 billion, and a showy “switch-on” ceremony last September, the Large Hadron Collider, the giant particle accelerator outside Geneva, has to yet collide any particles at all.

TED Talks - Aimee Mullins and Her 12 Pairs of Legs

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