
If you believe that technology could be bridging the generation gap, think again. According to Deloitte’s first State of the Media report it’s as stark as ever.
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William Atkins
Saturday, 15 March 2008 19:40
The researchers used a simple game and fMRI scans: “We hypothesize that, in addiction, anomalies in these fictive error signals contribute to the diminished influence of potential consequences. Using a simple investment game and functional magnetic resonance imaging [fMRI] in chronic cigarette smokers, we measured neural and behavioral responses to error signals derived from actual experience and from fictive outcomes.”
They discovered: “In nonsmokers, both fictive and experiential error signals predicted subjects' choices and possessed distinct neural correlates. In chronic smokers, choices were not guided by error signals derived from what might have happened, despite ongoing and robust neural correlates of these fictive errors.”
Their conclusion provides important and useful information because: “These data provide human neuroimaging support for computational models of addiction and suggest the addition of fictive learning signals to reinforcement learning accounts of drug dependence.”
Think again. Most businesses only have PART of a DR plan - and this spells business disaster in the event of an IT disaster.
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