Imagine having an EEG to look at brain activity when assessing choices of underwear, specifically with regard to color. Hmmm. Sounds like a bunch of people, both investigators and study participants, with too much time on their hands, but there it is. As Rick and I discuss on PodMed this week and published in the Australasian Marketing Journal (!), researchers asked 20 subjects to evaluate underwear that was red, white, blue, brown, grey or black while having a 6 channel EEG. Brain wave activity was collected from frontal, temporal, and occipital lobes, with results demonstrating a clear bilateral change in all three lobes when the subject indicated their preferred color. Most interestingly and informative for the Christmas season, women preferred red undergarments while men preferred white. Rick refers to this phenomenon as 'tighty whities' and we both agree that men who are buying their female partners underwear should take note.
Other fun topics this week include Effects of Mediterranean diet in patients with recurring colds and frequent complications, Study of a laboratory-scaled new method for the accelerated continuous ageing of wine spirits by applying ultrasound energy and Use of LED light for Brussels sprouts post harvest conservation. Happy reading, and a Merry Christmas! Until next week, y'all live well.