The Boston Globe:
What distinguishes a hot new idea from one that’s destined to be a dud?
University of California, Los Angeles, researchers explored what they called the “buzz effect” by recruiting nearly 100 undergraduate students to serve as either “interns” pitching what they deemed to be the next megahit TV show or “producers” to evaluate the interns’ ideas.
In a recent study published in the journal Psychological Science, the researchers performed brain imaging scans while the interns were listening to potential ideas to determine which ones to pitch and found that those who were most successful at getting their ideas picked up by the producers had more activation in certain brain regions.
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