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Science study of sales tactics - how we get fooled into buying

Science study of sales tactics - how we get fooled into buying

What would large women think if a dress sold for lower cost to women of smaller sizes?
Common sense says this would turn them off.
But swimmers react well to items claimed to improve speed if they know the product is given away free to Olympic swimmers.
If you perceive the person getting the good deal as being smarter than you, you are okay with it. You are even more likely to pay full price.

Naval Research Lab prototypes  Long Wavelength Array (LWA) telescope

Naval Research Lab prototypes Long Wavelength Array (LWA) telescope

Astronomers at the Naval Research Laboratory (NRL) have produced the first images of the sky from a prototype of the Long Wavelength Array (LWA), a revolutionary new radio telescope to be constructed in southwestern New Mexico. The images show emissions from the center of our Galaxy, a supermassive black hole, and the remnant of a star that exploded in a supernova over 300 years ago. Not only a milestone in the development of the LWA, the images are also a first glimpse through a new window on the cosmos. "First light" is an astronomical term for the first image produced with a telescope. It is a key milestone for any telescope because it indicates that all of the individual components are working in unison as planned.

GUN1 on the road to photosynthetic factories

GUN1 on the road to photosynthetic factories

Scientists have identified three different signals that indicate damage to chloroplasts— the photosynthetic factories of plant cells that give plants their green color —but little is known about how the signal gets passed on to the nucleus. Scientists at the Salk Institute for Biological Studies made a big step towards explaining how chloroplasts let a cell's nucleus know when things start to go wrong at the periphery so nuclear gene expression can be adjusted accordingly.
Multiple distress signals converge on a single pathway and channel the information to a nuclear master switch, the scientists report in the March 29 issue of Science Express. In response, hundreds of genes involved in photosynthesis are simultaneously shut off to ease the chloroplast crisis.

Not an infomercial - memory metal makes dents disappear!

Not an infomercial - memory metal makes dents disappear!

Crumpled kitchen foil that lays flat for reuse. Bent bumpers that straighten overnight. Dents in car doors that disappear when heated with a hairdryer. These and other physical feats may become possible with a technique to make memory metals discovered by researchers at the University of Illinois.
Normally, when a piece of metal – such as a paperclip – is bent, the change in shape becomes permanent. But, when heat is added to bent metal films having the right microstructure, the researchers found, the films return to their original shapes. The higher the temperature, the sooner the metal films revert. "It’s as though the metal has a memory of where it came from," said Taher A.

Cod liver oil can help osteoarthritis sufferers

Cod liver oil can help osteoarthritis sufferers

Scientists from Cardiff University have revealed new clinical data showing that Cod Liver Oil really is effective in slowing the destruction of joint cartilage in patients with osteoarthritis.
The groundbreaking clinical study was led by Professor Bruce Caterson and Professor John Harwood of the School of Biosciences, and Professor Colin Dent, Orthopaedic Consultant, University of Wales College of Medicine.
For the first time, the clinical study provides unique human evidence (in vivo) of the effectiveness of Cod Liver Oil in the management of osteoarthritis.

Electron storage added to molecular package that converts light to chemical energy

Electron storage added to molecular package that converts light to chemical energy

The Virginia Tech chemistry research group that has been creating molecular complexes that use solar energy to produce hydrogen from water has added an additional capacity to their supramolecule.
Karen Brewer, professor of chemistry, explains that the new, more robust molecules still harness light and covert it to chemical energy by splitting water to produce hydrogen. “What is different is the way the systems function. It is a three part molecule. The first part is a light absorber, harnessing visible and UV light. The second part is an electron reservoir. The third part is the catalysis to make hydrogen from water.” All of these sub-units are coupled into one large supramolecular assembly.

Modern chainmail - the future of smart textiles

Modern chainmail - the future of smart textiles

Scientists at the University of Illinois have fabricated the world’s smallest chain-mail fabric. Combined with existing processing techniques, the flexible, metallic fabric holds promise for fully engineered smart textiles.
"The miniature fabric is an important step toward creating textiles where structure and electronics can be designed, integrated and controlled from the ground up," said Chang Liu, a Willett Scholar and a professor of electrical and computer engineering at Illinois.

Micrograph of released metallic fabric that is expanded to the maximum area. Photo courtesy Chang Liu

Were Thomas Jefferson's Ancestors Muslim?

Were Thomas Jefferson's Ancestors Muslim?

DNA testing carried out by University of Leicester geneticists and funded by The Wellcome Trust has thrown new light on the ancestry of one of the USA’s most revered figures, the third President, Thomas Jefferson.
Almost 10 years ago, the University of Leicester team, led by Professor Mark Jobling, together with international collaborators, showed that Thomas Jefferson had fathered at least one of the sons of Sally Hemings, a slave of Jefferson’s.
The work was done using the Y chromosome, a male-specific part of our DNA that passes down from father to son.

Scientists derive bottom-up air-sea momentum transfer under major hurricane

Scientists derive bottom-up air-sea momentum transfer under major hurricane

Scientists at the Naval Research Laboratory - Stennis Space Center (NRL-SSC) have directly derived the air-sea momentum exchange at the ocean interface using observed ocean currents under Hurricane Ivan and determined that it decreases when winds exceed 32 meters per second. This is the first time that momentum exchange at the air-sea interface has been directly calculated from ocean current observations under extreme winds generated by a major tropical cyclone.

Lightning A Good Indicator Of Volcanic Activity

Lightning A Good Indicator Of Volcanic Activity

Although it's been more than a year since Mount Augustine had its memorable eruption, work continues for University of Alaska Fairbanks researchers. The work of Alaska Volcano Observatory employees from UAF's Geophysical Institute will be appearing in the upcoming issue of the journal Science.

Impact of exercise on body fat is different for boys and girls

Impact of exercise on body fat is different for boys and girls

The impact of exercise on body fat differs for boys and girls, suggests research published ahead of print in the British Journal of Sports Medicine. Recommendations on exercise to curb the rising tide of obesity in children have tended to take a unisex approach, say the authors.

Fashion is predictable, research says, but fashionistas are not

Fashion is predictable, research says, but fashionistas are not

Well, almost predictable. The changes are consistent and occur at a predictable rate but because they are random, no one can predict exactly which new fashions will replace the old ones.
Huh?
“It’s like American Idol,” said Dr Alex Bentley, a Lecturer in the Anthropology Department at Durham University. “We can predict the steady production of new winners from programme to programme, but the randomness means we can’t forecast the particular winners themselves.”