It is with some quiet satisfaction I report that a Japanese study (admittedly sponsored by Yamaha) led by the nueroscientist behind Nintendo DS Brain Training, Ryuta Kawashima, has tested a number of middle aged men who after returning to motorcycling saw improvements in memory, information processing and concentration functions.
The riders said they made fewer mistakes at work and felt happier.
Kawashima said “Our final conclusion is that riding motorcycles can lead to smart ageing.” So can I get some tax breaks on my health plan that involves more motorcycling?
Also in the comments on Hell for Leather– “you don’t stop riding because you get old, you get old because you stop riding”
and another cafe racer image for the fans out there – Ala Verda – Norton Commando engine, Laverda frame:
Imagine the scene – you get Dan Kahneman, Richard Thaler, Sendhil Mullainathan in a room in California to deliver a master class on behavourial economics, courtesy of Edge. In the audience you have Jeff Bezos, Nathan Myhrvold, Danny Hillis, Ev Williams, George Dyson and other A listers.
6 sessions, with videos and text, plus Q&A. As an example – session 1 – Thaler’s Nudge theory, choice architecture and “libertarian paternalism” are explored – interesting that he was going to call his book “Everything Matters”. I like the phrase “one click paternalism” as well if not the possible negative outcome. Maybe we can get the opt out choice architecture right on our company car share scheme.
While its not an instant fix – behavioral econ rarely is – its worth the investment in time to get up to speed on the basics.
BTW The use of the Enron film title is just me being ironic…
Mark Earls blogs on his own site and the Marketing Society site, yet again hitting several topical nails on their heads. Read the full blogpost here, but I can’t help myself in picking a choice quote:
“To be honest, copying is much more important than independent thinking to shaping human behaviour and is much more common: as Nobel Laureate Daniel Kahnemann puts it, humans are to independent thought as cats are to swimming. We can do it if we really want to but will avoid it like the plague if we can…”
With the reference to BrettConsult’s favourite behavioural economist how can he go wrong?
In related news my new model for travel behaviour change is getting some attention (virally, of course) and another article beckons. My paper for European Transport Conference has been published and a copy is available here – aet-paper-081006. As always some feedback would be welcome.