New Research Uses Imaging to Show Serotonin’s Link to Anger

New Research Uses Imaging to Show Serotonin’s Link to Anger

Article first published as New Research Uses Imaging to Show Serotonin’s Link to Anger on Technorati.

The University of Cambridge recently published study in the Journal of Biological Psychiatry that provides insight into why some people are more aggressive. Scientists have known that when people haven’t eaten or are overly stressed, they have a harder time controlling their anger. Scientists now have the ability to use technology to scan the brain and visualize the connection between serotonin and the ability to handle emotions.

According to The University of Cambridge News, “Although reduced serotonin levels have previously been implicated in aggression, this is the first study which has shown how this chemical helps regulate behavior in the brain as well as why some individuals may be more prone to aggression.”

Healthy volunteers had their serotonin levels altered through diet manipulation. Their brains were then scanned with a function magnetic resonance imaging (fMRI) as researchers measured their reactions to images of faces showing anger, happiness or neutral expressions. The findings suggested that when the serotonin was low, the prefrontal cortex had a more difficult time controlling emotional responses.

According to author Dr. Molly Crockett, “We’ve known for decades that serotonin plays a key role in aggression, but it’s only very recently that we’ve had the technology to look into the brain and examine just how serotonin helps us regulate our emotional impulses. By combining a long tradition in behavioral research with new technology, we were finally able to uncover a mechanism for how serotonin might influence aggression.”

Serotonin has been the subject of many psychological studies.  In 2003 a popular study indicated that there was a gene responsible for people to be more receptive to becoming depressed.  However, in 2009, a study published in the Journal of American Medical Association that analyzed data from 14 studies found that this serotonin gene was not linked to depression.

How serotonin affects depression and aggression will continue to be studied. Currently, the most widely prescribed antidepressants are serotonin enhancers.  The researchers from the Cambridge study hope that this new discovery can help pave the way to new treatments of psychiatric disorders.

WebMD offers a 9-question quiz to help sufferers recognize the symptoms of depression caused by low serotonin.

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Neuromarketing: The Future of Advertising

In Morgan Spurlock’s movie, The Greatest Movie Ever Sold, there is a scene where they discuss neuromarketing. Spurlock is put into an MRI machine and shown product images.  The information obtained showed dopamine was released when he looked at images of Coca Cola.  His desire for the product was actually visible on the brain scan. 

What is neuromarketing?  Tech.FAQ defines neuromarketing as, “a field of marketing that involves studying the way people react to marketing techniques and adjusting those techniques to maximize sales and inform the public about a specific product, idea, or campaign. Neuromarketing includes the use of biometric sensors, social studies, and subliminal messaging. While neuromarketing is a relatively new technique, it has been widely implemented in recent years and nearly every marketing agency and medium-large company in the world now uses it.”

Just less than a year ago the question was asked:  Is neuromarketing the future?  AdvertisingAge stated, “Neuromarketing offers a chance to get accurate, factual data about the buying habits of target markets.” However, they also pointed out that, “At the end of the day, neuromarketing is still in its infancy. A technology that is unproven outside of laboratory conditions, prohibitively expensive, and potentially a legal minefield is a technology that requires a lot of capital and a solid brand to experiment with.”

The future may be here sooner than anticipated.  Combining neuroscience and marketing may just be the next big thing available through the use of apps.  ThreeMinds reported, “large companies like Google, Disney, Microsoft and Chevron have already begun to dip their toes in the neuromarketing waters.  And research vendors have responded, recently announcing the availability of portable EEG devices that can wirelessly transmit brain scans to iPads, as well as “full-brain home panels” for original research studies.”

Marketing professionals may be able to use this technology prior to products coming onto market.  Currently researchers from Duke and Emery are studying how products appeal to the human brain. 

iTunes offers a free series of videos from the University of Warwick about neuromarketing. In these videos, find out how “Cognitive neuroscience has revolutionized our understanding of the consumer’s brain – a fact with huge implications for business and marketing…you will hear from practitioners, clients and academics at the forefront of neuromarketing. Hear how neuroscience is being applied commercially to research and develop new products and services, improve the effectiveness of communications and boost revenue.”

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What is Ugly Meter? New APP Analyzes How “Ugly” You Are

There is a new app available for Iphones that will allow you to take a picture of someone and then have it run a facial recognition, analyzing whether the person is attractive or not.  The app then makes a comment about their appearance . . . good or bad.

The app is very popular but it is causing debate as to whether this is a good thing to do.  Some see it as harmless fun, while others think it can be causing bullying, leading to psychological distress. 

The app, only 99 cents,  will assign a score from 0-10.  Ten being the least attractive.

How popular is this app? According to azcentral.com “About two months after its release, Ugly Meter has generated over 100,000 downloads, peaking at No. 3 on the most popular chart.”

How did a beauty like Angelina Jolie rate on their test?  How about Brad Pitt? Check out the results by clicking here.