star power

Classical conditioning, the power of connection between unrelated stimuli, like the sound of a bell and the smell of food ..can activate the salivary glands. Images of celebrities can activate areas of the brain responsible for receptivity and delight ..boosting the value of the products they endorse. While working at a foundation, awarding grants to research on developmental disorders, I was tasked to determine if there was any merit to the claim that Scientology can cure dyslexia. Turns out Tom Cruise was endorsing them and diverting funds, donated by the Hollywood movie industry, away from the Foundation and toward Scientology.