Monday, October 4, 2010

Print strikes back?

A new study indicates that physical media (i.e. print) makes a bigger impact in the brain than digital media and that the tangible materials involved more emotional processing in the subjects:

"• Material shown on cards generated more activity within the area of the brain associated with the integration of visual and spatial information (the left and right parietal).
• This suggests that physical material is more “real” to the brain. It has a meaning, and a place. It is better connected to memory because it engages with its spatial memory networks.
• More processing is taking place in the right retrosplenial cortex when physical material is presented. This is involved in the processing of emotionally powerful stimuli and memory, which would suggest that the physical presentation may be generating more emotionally vivid memories.
• Physical activity generates increased activity in the cerebellum, which is associated with spatial and emotional processing (as well as motor activity) and is likely to be further evidence of enhanced emotional processing."

Read the study from Millward Brown here.o