Category Archives: Human Behavior

Want Better Strategists? Teach Social Science – War on the Rocks

America needs better strategists. And if that wasnt clear enough from the past two decades of U.S. strategy, the Joint Chiefs of Staffs new vision and guidance statement for professional military education brings this need into focus.

This clarity provides a welcome and necessary change and should drive reform. Unfortunately, proposals to fix professional military education often begin with ones preferred methods. James Laceys recent essay, for example, suggests the new vision demands large increases in the use of history-based case studies despite the fact that the Joint Chiefs use the word history only twice in their 11-page document. In my reading, the guidance is far less prescriptive.

Perhaps my proposal is merely a reflection of my own biases as well. Even if this argument merely reflects my view as a trained political scientist, however, this perspective has not yet been well articulated. In this essay, I make the case for why social science education should provide the core of a professional military education program aimed at developing strategically-minded officers. I also identify where social science falls short in the unique task of educating joint warfighters and I discuss why and how it should be supplemented and adapted to advance the vision of the Joint Chiefs.

The U.S. military does not need or want all officers to become social scientist researchers, but applied social science can nevertheless help develop strategic thinking because it: (1) focuses on human behavior and influence; (2) develops comfort with competing theories; (3) requires creativity; and (4) uses evidence and iteration to better understand the world and adapt to change. In any professional military education curriculum, there always should be room for history and time for broad reading and reflection. But, combined with performance-based practice and tailored assessments, programs centered on social science education are the best way to meet the Joint Chiefs intent to build better strategists.

What is Strategy?

Most officers do not understand what strategy is, much less how to do it. This problem is bigger than professional military education. It starts in U.S. military doctrine and cultural understanding.

According to Joint Publication 3-0, Strategy is a prudent idea or set of ideas for employing the instruments of national power in a synchronized and integrated fashion to achieve theater or multinational objectives. Joint Doctrine Note 2-19 adds, In its simplest expression, strategy determines what needs to be accomplished, the methods to accomplish it, and the resources required by those methods.

In other words: ends, ways, and means.

Although Joint Doctrine Note 2-19, in particular, does provide a more nuanced discussion of strategy throughout the text, neither of these doctrinal definitions adequately describes the fundamental and essential nature of strategy. Instead, they describe a plan: how to use (ways) available resources (means) to accomplish a given goal (ends).

Plans are important. Plans can be useful. Plans can help you solve complex problems. One can even develop plans that account for uncertainty and risk. But a plan is not the same thing as a strategy, and planning is not necessarily strategic. Plans focus on ones own actions while strategy focuses on influencing others to help achieve desired goals and adapting when initial efforts to influence others fail.

Having a theory of influence alone is also not enough. The core problem of strategy and the reason it both transcends and subsumes planning centers on interaction and influence in service of political priorities. Strategy is required when you interact with other autonomous and thinking beings. Unlike nature or the environment, other actors can create; they can react; and they can anticipate. Other actors are sovereign, and they have different values, interests, and ideas about the world. They can also attempt to imagine what values, interests, and ideas you hold as well as what challenges, decisions, and opportunities you will face. Other thinking actors can cooperate or compete, or they can attempt to influence other actors or change other actors perceptions of them. As a result, a static plan or theory is rarely sufficient when dealing with other actors. Even with contingency planning, you cant anticipate all possible reactions, and often the very act of anticipating and planning for a particular reaction changes the other partys calculus.

Carl von Clausewitz famously used several different metaphors to describe the interactive nature of strategy, calling it a duel or a wrestling match. Other scholars have referred to strategy as a game of chess. But, in reality, the interactive nature of strategy is far more complex. Military leaders are rarely confronted with a situation where opponents are clearly delineated and the rules neatly defined. Instead, strategists face a collection of actors who can all make their own choices. In most cases, one cannot know with much certainty whether these actors are allies, adversaries, agents, or whether they have even decided how they intend to act or how they perceive others interests and intent. Nor can they know the same of other actors. Military officers must also interact with competing advisors and agencies within their own government, while often developing narratives to communicate with audiences among the mass public. Sometimes perceptions of what all these other actors know and want and value are wrong, incomplete, or misguided. But through repeated interactions, a strategically-minded officer can gain more information and attempt to make sense of the world. Perhaps as importantly, she can assess whether and how words and actions influence adversaries, and understand when strategic plans do not or cannot achieve their desired effects.

Strategy is thus an interactive process of influencing other actors or groups to advance ones priorities. It tries to understand how ones own words and actions will affect other actors and it attempts to develop creative approaches to anticipate other actors behavior and exert influence on them to advance desired priorities. The strategic process can produce, refine, or replace strategic plans that contain priorities, sequencing, and a theory of influence. Although strategic plans can be written or articulated, strategy itself is dynamic and relational. Strategists must develop theories, rapidly discard them, and adapt them based on new information.

The Case for Social Science

Given the nature of strategy, social science education is uniquely suited to provide the core framework for strategic development for professional military education institutions. Although a social science education alone is not sufficient to develop strategic thinkers, it is necessary.

The social sciences explore how ideas, interests, institutions, and material factors influence individual and social behavior. Although psychology, political science, economics, sociology, and other social science subfields are clearly not the only way to study human interaction, social scientists provide a diverse collection of approaches to study a broad array of problems. More importantly, they provide unique insight into strategic interactions between different groups and actors and offer methods with which to assess the behavior of groups and actors. In other words, social scientists study interaction and influence, the core of strategy.

Although there are some deviations, social science in general is nevertheless unified in its commitment to apply the scientific method to the study of human behavior. Social scientists develop assumptions and hypotheses, and they create theories with observable implications that they can test. When new evidence contradicts an existing hypothesis or theory, the hypothesis or theory can be scrapped or modified. Of course, this approach does not guarantee scholars will always be right. Far from it. In fact, the application of the scientific method assumes they will often be wrong and need to be corrected.

There nevertheless is a critical difference between scholars and practitioners. Social scientists formulate and test hypotheses to develop knowledge, whereas practitioners formulate and test hypotheses about how the world works so they can act on those hypotheses. But the broader interactive and adaptive approach that social scientists use relies on the same fundamental methods and concepts that strategic leaders must replicate, usually more quickly, in practice.

Social science also provides a structured, systematic way to think about which historical cases matter, and in what ways they matter. Why should a military officer analyze one case and not another? Although officers clearly benefit from a wide understanding of history, available time to read and study is always limited. Social science provides methods especially through case selection and controls to help officers understand which cases they should study in depth. And it provides a method for officers to maximize their limited time by comparing cases in a structured, focused way. To draw valid conclusions from historical cases, strategically-minded officers need to define selection criteria, conduct comparisons, and be clear from the start which factors they can control for and what conclusions they can validly draw.

Practice Makes Strategic Performance Better

The goal for professional military education should not be to create junior social scientists or professional researchers. That is neither what the U.S. military needs nor what the Joint Chiefs of Staff guidance expects. Rather, the military needs officers who can apply social scientific thinking to fight the nations wars and develop military policies and options to advance U.S. national security interests.

As currently structured, however, professional military education doesnt actually educate officers on how to apply social scientific approaches or the scientific method; rather, professional military education generally teaches students limited information about some social science theories and concepts, or it explains things that social scientists study or know. Although it is useful for officers to have a solid grasp of economic concepts like incentives and scarcity, international relations theories like realism and constructivism, psychological understandings of group and individual behavior, or American national security decision-making institutions and processes, knowledge of these topics does not make one a strategic thinker. That takes practice.

In a phenomenal 2018 essay, Celestino Perez outlined why strategic practice is so essential:

To be sure, a room full of top-tier political scientists or historians can apply scholarly methods, produce new knowledge, and engage in edifying conversations. But a room full of scholars is not the same as a room full of competent strategists and military planners. A group that excels in discourse does not equate to a group that can do strategy. The military and civilian educators we hire must come to appreciate the military students obligation to repeatedly practice configuring a visual depiction of a given problems relevant strategic environment and, in so doing, an awareness of potential sites and modes of intervention.

Put simply, strategy is about doing. While discussing concepts in a classroom setting or writing a research paper might also contribute to strategic understanding, the same methods that prepare a dissertation candidate for a career researching and teaching are not the same methods that develop the strategic practices necessary to advise as a staff officer or exercise judgment as a commander. Knowing how to apply social scientific methods and insights in a strategic context is not the same as writing a book or publishing in a journal. If the military wanted to produce social scientists, it would be far more effective and efficient to tear down the war colleges and send its top officers to civilian graduate schools. At the same time, however, the general framework of developing competing theories or hypotheses, testing them, and refining them as you collect new information can be extremely beneficial to strategic thinking when refined through tailored pedagogical approaches designed to educate military strategists.

While lectures and seminar discussions may sometimes still be required to achieve certain learning objectives, professional military education should expand the use of experiential learning. Workshops, wargames, simulations, and practical exercises should form the core pedagogical approaches to applying social scientific methods in strategic interactions. Iterative exercises can present novel scenarios or historical cases involving multiple actors with different values and interests. Making military officers apply social scientific methods, practice the strategic process, and adapt strategic plans is the best way to help them develop the skills they need.

Of course, there are those who claim that you do not have to explicitly use social science in these kinds of exercises, arguing that practical experience itself is what really matters. But, whether they realize it or not, almost everyone develops theories and mental models. The advantage of applying social scientific thinking is that it forces officers to be explicit about their assumptions and expectations, the conditions under which their theory holds, and the facts that would force them to modify or abandon it. In other words, social science prepares officers to adapt when their theories and models dont match reality. The practical person is far less likely to have a good theory or to adapt when the facts dont match their theory, because they havent developed and practiced the skills necessary to do so. As a result, curriculum reform should devote just as much attention to the design of assessments as it does to the development of course or lesson reading lists.

Where Social Science Falls Short

Although modified social science education emphasizing practical application should form the core of strategic education at professional military education institutions, it is not a panacea. Social science has several drawbacks that instructors should be aware of, and attempt to mitigate, during instruction and assessment.

Contemporary social scientists often face perverse incentives, especially pre-tenure, that encourage them to ask questions they can answer instead of the questions that are most vital or relevant. In strategic interactions, the practice of judging strategic success based on the things that are easiest to measure can have devastating consequences. In addition to examining the strengths of developing hypotheses and variables to measure, joint officers should also examine historical cases, such as the Vietnam War or Operation Enduring Freedom, where these practices helped perpetuate false narratives of progress.

Social science typically also focuses on probabilistic explanations or patterns of behavior. While these patterns may provide useful approximations of how a situation should be expected to play out over many cases, uncertainty in predicting behavior in a particular case can be quite significant. Social science does offer great insight into probabilistic risk taking, but it can also miss specific features of individual cases or fail to account for contingent factors that can have significant consequences. Historical cases can help joint officers develop a deep appreciation for the challenges of leadership, the importance of contingency, and the challenges of acting under conditions of great confusion and uncertainty. But knowledge of history and the analysis of comparative historical case studies are not in competition with social science; they are social science. And social sciences also provide thoughtful methods to identify and select relevant cases, and to identify when the lessons a particular case may not apply. As a result, social science and history can be used in tandem.

As a tool, social science is also value neutral, though it remains subject to the same types of bias that other disciplines face in terms of framing and question selection. The scientific method applied to social and strategic questions can help identify relationships and patterns of behavior that have immense moral implications, but it cannot arbitrate between them. A grounding in ethics and philosophy will remain necessary to supplement the strategic education of officers.

Finally, a social science education alone cannot guarantee officers will develop creativity or imagination, and human agency ensures that strategy will always be a challenge. Adam Lowther and Brooke Mitchell addressed some of these challenges in a recent essay, and indeed the Joint Chiefs vision mentions the need to develop creativity or imagination nearly twenty times. While reading science fiction or great literature is its own reward, it also helps develop empathy and imagination. So, too, do cultural studies and immersion programs. Although social science and strategy both require the application of imagination to be successful in their aims, broad reading and deep thinking can never be abandoned. And professional military education should allow time for officers to reflect.

Conclusion

Professional military education programs produce many officers who can develop plans, but few who can think strategically. As the Joint Chiefs articulated clearly, professional military education programs need to produce strategically-minded warfighters or applied strategist who can execute and adapt strategy through campaigns and operations. In other words, the U.S. military needs officers who can apply social scientific thinking to fight the nations wars and advance U.S. national security interests.

Professional military education programs organized around social science education supplemented with broad reading in history, philosophy, and other fields and practiced through performance-based exercises and tailored assessments are the best way to meet the Joint Chiefs vision to develop strategists who will be prepared to adapt to the challenges of future warfare.

The theory that professional military education centered primarily on historical case studies will produce strategically-minded officers has been the dominant approach to professional military education for decades. This theory has not produced the desired results. It is time to acknowledge the evidence, discard that theory, and adopt a new one focused on the practical application of social scientific thinking. Doing so will provide new information with which to assess this new theory, as both students and other strategic actors anticipate and adapt to these changes. U.S. professional military education programs can then refine and adapt their approaches based on that new evidence. But the U.S. military needs better strategists, and professional military education cannot afford to remain stuck in the past.

Dr. Jim Golby will join the Clements Center for National Security as a senior fellow in July. You can follow him on Twitter at @jimgolby. These views are the authors and do not represent the Department of Defense or the United States Army.

Image: Department of Defense (Photo by Staff Sgt. Chanelcherie DeMello)

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Want Better Strategists? Teach Social Science - War on the Rocks

The value of what’s to come: Neural mechanisms coupling prediction error and the utility of anticipation – Science Advances

INTRODUCTION

Pleasure not known beforehand is half-wasted; to anticipate it is to double it.

Thomas Hardy, The Return of the Native

Standard economic theory suggests that a reward is more attractive when it is imminent (e.g., eating now) than when it is delayed (e.g., eating tomorrow), predicting that people will always consume a reward immediately. This so-called temporal discounting has been adapted with great success, for instance, in the design of artificial intelligence systems that can plan their future effectively through to understanding aspects of the human mind.

However, real-life behavior is more complex (13). Humans and other animals will sometimes prefer to deliberately postpone a pleasant experience [e.g., saving a piece of cake for tomorrow or delaying a one-time opportunity to kiss a celebrity (1)], contradicting predictions of simple temporal discounting.

An influential alternative idea in behavioral economics is that people enjoy, or savor, the moments leading up to reward (1, 2, 47). That is, people experience a positive utility, referred to as the utility of anticipation, which endows with value the time spent waiting for a reward. Anticipatory utility is different from the well-studied expected value of the future reward (i.e., a discounted value of the reward) in standard decision and reinforcement learning theory, where the latters utility arises solely from reward and not from its anticipation. Crucially, in the theory of anticipatory utility (1), the two separate utilities (i.e., anticipation and reward) are added together to construct the total value. The added value of anticipatory utility naturally explains why people occasionally prefer to delay reward (e.g., because we can enjoy the anticipation of eating a cake until tomorrow by saving it now) (1), as well as a host of other human behaviors such as information-seeking and addiction (4, 8).

Despite the theorys clear mathematical formulation and its explanatory power for behavior, we know little about how the utility of anticipation arises in the brain. Although previous studies have described neural activity in relation to the expectation of future reward (5, 914), it is not clear if or how such activity relates to the utility of anticipation. One major reason for this knowledge vacuum is the challenge in establishing behavior that is driven by the utility of anticipation in a laboratory setting [please also see (5)]. Notably, recent studies (68) have established a strong link between the utility of anticipation and information-seeking behavior, and this now has allowed us to formally test how the brain dynamically constructs anticipatory utility.

Here, we investigated the neurobiological underpinnings of value computation arising from the utility of reward anticipation and how acquired information modulates this anticipatory utility. In doing so, we combine a behavioral task, computational modeling, and functional magnetic resonance imaging (fMRI). We fit our computational model (8) of anticipation utility (1) to task behavior, and for each participant used the best model to make predictions about the time course of anticipatory utility in the brain. We then compared this predicted signal with actual fMRI data, finding that the ventromedial prefrontal cortex (vmPFC) encoded the temporal dynamics of an anticipatory utility signal, while dopaminergic midbrain encoded a signal reporting changes in reward expectation. This reward prediction error (RPE) is widely interpreted as a teaching signal in reinforcement learning theory (15), but our model predicts that it can act also to enhance an anticipatory utility, which, in turn, drives behavior. We show that hippocampus mediates this enhancement of utility and is a substrate for a functional coupling between the vmPFC and the dopaminergic midbrain (16, 17). We suggest that these regions link reward information to the utility of anticipation, while a strong conceptual tie between the hippocampus, memory, and future imagination supports a suggestion from behavioral economics that the utility of anticipation relates to a vivid imagination of future reward (1820).

We used a variant of the behavioral task that has previously been linked to the utility of anticipation (Fig. 1A). In brief, our task examines how participants change their preference for resolving uncertainty about future pleasurable outcomes, based on reward probability and delay duration until an outcome (please also see Materials and Methods). Participants made decisions with full knowledge regarding conditions (probability, and delay, of reward outcomes), which were signaled with simple visual stimuli on each trial. The conditions were randomly selected for each trialthe probability was sampled uniformly at random from 0.05, 0.25, 0.5, 0.75, and 0.95, and the duration of a waiting period until reward or no-reward delivery was sampled uniformly at random from 1, 5, 10, 20, and 40 s.

(A) Task. Participants were presented with an immediate-information target (Find out now) and a no-information target (Keep it secret), as well as two central stimuli signaling the probability of reward and the duration of a waiting period until reward or no-reward delivery. A symbolic image cue was presented for the entire waiting period until a rewarding image or an image signaling no reward appeared. (B) The immediate-information target was followed by cues that predict upcoming reward or no reward (reward predictive cue or no-reward predictive cue). The no-information target was followed by a cue that implied nothing about the reward outcome (no-information cue). (C) Average behavior. Participants showed a stronger preference for advanced information under longer delay conditions [two-way analysis of variance (ANOVA), F4,950 = 10.0]. The effect of reward probability (F4,950 = 0.35, P > 0.05) showed heterogeneous dependencies (fig. S4). (D to G) Computational model (8). (D) Following (1), the value of each cue is determined by the sum of (i) the utility of anticipation that can be consumed while waiting for reward (red) and (ii) the value of reward consumption itself (green). (E and F) If a reward predictive cue is presented, then the anticipation is boosted throughout the delay period (orange upward arrows). The boosting is quantified by surprise, proportional to the absolute value of aRPE Eq. 1. (G) The model predicts that the value difference between the two targets is larger under longer delay conditions (8). (H) The average of modeled preferences, using a hierarchical Bayesian fitting procedure (8). (I) The model (blue) captures the effect of delay conditions in data (black). The error bars indicate the mean and SEs of participants (n = 39). See fig. S2 for the effect of probability conditions, and fig. S1 for how other classical models fail to explain behavior.

On each trial, participants chose between an immediate-information target (labeled Find out now) and a no-information target (Keep it secret). If the immediate-information target was chosen, one of two cues, each of which uniquely signaled if reward would or would not arrive, was shown during the waiting period (Fig. 1B, left). If the no-information target was chosen, then a separate nonpredictive cue that carries no information about an upcoming outcome was shown on the screen during the waiting period (Fig. 1B, right), eventually followed by either reward or no reward. The reward image was randomly drawn from previously validated rewarding pictures (8, 21) and consequently subject to immediate consumption (by viewing) upon delivery. The no-reward outcome was signaled by a neutral image.

In this design, participants choices did not affect either the final reward outcome or the duration of delay (Fig. 1B). Both reward probability and delay duration were predetermined and signaled to participants at the beginning of each trial. Participants could only choose if they want to gain knowledge about whether they would receive a reward or not before a delay. Therefore, standard decision theories that aim to maximize the chance of receiving rewards would predict no preference over these two choices, because the probability of obtaining a reward (hence, the expected value) is the same across the two choices (please see fig. S1, A to C). Thus, models with conventional temporal discounting predict no choice preference.

Contrary to the predictions of conventional theory, we found that participants exhibited a preference for advanced information. Further, consistent with previous findings (2224), the preference for immediate information increased with the duration of a delay (Fig. 1, C and I) (8, 25).

Previous studies (6, 8) have shown that the preference for obtaining advanced information can be accounted for by an economic notion of the utility of anticipation (1, 2, 4, 5, 26). While standard value-based decision theories assign values to the consumption of the reward itself, theories of the utility of anticipation also assign utility values to the moments that lead up to the receipt of reward (Fig. 1D; see Eq. 1 in Materials and Methods). One possible psychological root for the utility arising from reward anticipation is the pleasant subjective feeling while waiting for pleasant outcomes (1), although the mathematical framework of the anticipatory utility is open to wider interpretations [e.g., see (4)]. Here, our goal was to fill a current gap in our understanding by identifying neural processes that mediate a utility of anticipation.

Although the utility of anticipation naturally accounts for why people will delay the receipt of a reward (because they can consume anticipatory utility while waiting), the original formulation does not necessarily explain a preference for obtaining advanced information regarding a probabilistic outcome. The model still predicts indifference between the two choices in the task, because the utility of anticipation is linearly scaled with the probability of reward (as is the case for the expected value of the actual outcome), leading to the same average values for two choices (8) (illustrated in fig. S1, D to F). This is expected because information plays little role in the original formulation.

To better account for anticipatory utility, we recently proposed, and validated, a slight modification to this original formulation (8). Consider a case in which a future reward may or may not be delivered, but an early signal resolves the uncertainty, telling participants that a reward will be provided with certainty. The modification to the theory is that the utility of anticipation of a future reward is enhanced by the (in this case, positive) prediction error associated with the information signal. This surprise-based enhancement of anticipatory utility is inspired by experimental observations that such unexpected information can lead animals to become excited and will remain so until a reward arrives (25). Animals waiting for a certain reward with no such information do not show a similar level of excitement (25). The outcome of this can entail animals paradoxically preferring a less rewarding (on average), but more surprising, choice [e.g., (3, 25)].

We mathematically formulated the surprise that relates to the enhancement of anticipatory utility by using a notion of RPE. Every time participants received advanced information about future reward (or no reward), participants experienced an RPE, defined by the difference between (i) the value of future that is just updated on the basis of the arrival of new information and (ii) the value of future that was expected before the arrival of new information. In standard theory, RPE is computed from the value of reward; in our model, it is computed from the utility of anticipation and reward (Eq. 5). Therefore, we refer to our models prediction error signal as an anticipation + reward prediction error (aRPE) signal. In our computational model, this aRPE quantifies a surprise that links to an enhancement (boosting) of anticipatory utility. Following the conventional mapping of prediction error to surprise (27), the model quantifies surprise by the absolute value of the aRPE, because unexpected negative outcomes (negative aRPE) can be just as surprising as unexpected positive outcomes (positive aRPE). This also avoids unreasonable effects such as turning negative anticipation to positive anticipation by multiplying with a negative aRPE. Thus, one of the simplest expressions for boosting is to assume that anticipatory utility is linearly enhanced by the absolute value of aRPE (please see Eqs. 1 and 2 in Materials and Methods).

It is important to note that an aRPE (or a standard RPE) is expected to be a phasic signal that lasts only for a short period. However, animals can remain excited throughout a whole anticipatory period (25), and so in the model, the enhancement of anticipation is sustained throughout a waiting period (8) (Eqs. 1 and 2). Therefore, the model predicts that a signal that is associated with boosting anticipatory utility will be a prolonged representation of the absolute value of aRPE (or a prolonged signal that is proportional to the amount of surprise). Such a signal is likely to be encoded in regions other than those encoding phasic aRPEs. We return to this question later.

In our task, the cue predictive of a future outcome that follows the immediate-information target creates a dopaminergic aRPE, and it triggers a boosting of the utility of anticipation. On the other hand, the nonpredictive cue following the no-information target does not generate aRPE and consequently does not trigger any boosting (fig. S1, G to I). Therefore, the model predicts that participants experience enhanced anticipatory utility after receiving a reward predictive cue following the immediate-information target, while they experience a default amount of anticipatory utility weighted by the probability of reward after receiving a no-information cue following the no-information target. Because of the sustained boosting, the model predicts that the difference in the values between the immediate-information target and the no-information target is larger under longer delay conditions (at least in the absence of strong discounting), causing an enhanced preference for the immediate information target at longer delay conditions (Fig. 1G) (8).

We fit this model to participants trial-by-trial behavioral data using a hierarchical Bayesian scheme (8) (see Materials and Methods). This method estimates group-level distribution over all participants, allowing us to have reliable estimates of each individuals parameters without overfitting and to make fair model comparisons using sampling. As before (8), the model captured participants preferences for advanced information (Fig. 1, H and I). In particular, the model quantitatively captured the key feature of the data, which is an increase in preference for immediate information under longer delay conditions (Fig. 1I), as well as the preference over probability conditions (fig. S2). We also found that in addition to positive value to reward, participants assigned a negative value to the no-reward outcome, which creates a negative anticipatory utility associated with the no outcome (8). This allows the model to avoid advanced information if a participant assigns a large negative value [please see (8) for further evidence].

Other standard models do not capture this preference for advanced information. For example, models with discounted reward but with no anticipatory utility, or models with both discounted reward and anticipation utility but no enhancement of anticipation, cannot capture the observed behavior (please see fig. S1 for illustration). We formally tested this by fitting other possible models to the behavioral data using a hierarchical Bayesian method and compared the models integrated Bayesian information criterion (iBIC) scores through sampling from group-level distributions (8) (please see Materials and Methods). These analyses strongly favored our full model over other standard computational models (fig. S3).

In addition to the task behavior outlined here, our model also captures a wide range of existing findings related to information-seeking behavior (3, 6, 25, 28), with potential links to addiction and gambling (8) (also see Discussion). However, an impressively rich and sophisticated literature describing neural correlates for an expectation of future reward (5, 914) has, with only a few notable exceptions [see (5)], focused mainly on standard issues of temporal discounting. Consequently, this literature does not address a separate and additional boosted anticipatory utility term (see Materials and Methods for details) that, as described above, is necessary to explain a wide range of reward-related behavior.

Therefore, we next sought to elucidate the neurobiological basis of value arising from anticipation, using our computational model that captures participants behavior. In particular, three key components of our model were of interest: the representation of anticipatory utility during waiting periods, the aRPE signal at advanced information cue presentation, and a sustained boosting signal of anticipation during waiting periods following surprise. To identify a unique signal for anticipatory utility, we regressed out other related signals, such as the expected value of a future reward. Last, we examined how brain regions encoding these computational components are coupled together to dynamically orchestrate the utility of anticipation, including how the brain links the arrival of reward information to the utility of anticipation.

It is important to note that our computational model is a general mathematical formulation that does not specify the psychological roots of anticipatory utility. This is analogous to standard reinforcement learning models encompassing very complex psychological roots of reward value (29). Our goal was to elucidate the neural correlates of our computational models mathematical predictions about how advanced information links to the values arising during anticipatory periods, which, in turn, drive behavior. We discuss the possible psychological roots of anticipatory utility in Discussion.

Our model predicts that the signal of anticipatory signal dynamically changes throughout a delay period (Eq. 11 in Materials and Methods). Regardless of boosting, the signal ramps up as the outcome approaches, but the value is also subject to conventional discounting. This implies a tilted inverted-U shape over time under typical parameter settings (Fig. 2A).

(A) The anticipatory utility signal at time t is an integral of discounted future anticipation (urgency signal) at t > t (red curve). This signal is different from a well-studied expected value of future reward, which we included in the same GLM. (B) The models prediction for fMRI signals (solid red) is computed by convolving the models signal (dotted red) with a canonical HRF (light blue). (C) BOLD in vmPFC positively correlated with an anticipatory utility signal. This survived our phase-randomization test (whole-brain FWE P < 0.001; see fig. S8) and SPMs standard whole-brain FWE (P < 0.05). A cluster surrounding the peak [10,50,16] (cFWE, P < 0.05 with height threshold at P < 0.001) is shown for display purposes. (D) The temporal dynamics of the BOLD signal in the vmPFC [shown in (C)] matched the models anticipatory utility signal during the anticipation period. Changes in activity following receipt of a reward predictive cue (red) and a no-information cue (magenta), as well as the models prediction for each of these conditions (black) are shown. The error bar indicates the SEM over participants. (E) A confirmatory analysis shows that activity in vmPFC is more strongly correlated with our models anticipatory utility signal than an expected reward value signal. The average regression weights in the vmPFC for the anticipatory utility signal were significantly greater than the expected reward signal (***P < 0.001, permutation test). The former was also significantly larger than zero (***P < 0.001, t test, t38 = 4.07), but the latter was not. The error bars indicate the mean and SEM. A.U., arbitrary units; N.S., not significant.

On the basis of our hierarchical model fit to choice behavior, we calculated each participants maximum a posteriori (MAP) parameters within the computational model. Using these parameters, we estimated subject-specific time courses of several variables that we tested on neural data. The predictions include (i) anticipatory utility value during waiting periods (Eq. 11 in Materials and Methods), (ii) discounted outcome value (standard expected value) during the same waiting periods (Eq. 13 in Materials and Methods), and (iii) prediction errors at cue presentation (Eq. 17 in Materials and Methods). These signals were convolved with SPMs (statistical parametric mapping) default canonical HRF (hemodynamic response function) (Fig. 2B; see fig. S5 for an example). As illustrated in Materials and Methods, we separated predictive anticipatory signals for positive reward and no reward, because we found that participants assigned a negative value to no-reward outcome (8). SPMs directional orthogonalization for parametric regressors was turned off throughout data analysis here.

Note that previous studies into value computation (including of temporal difference learning) have focused on the current value of the expected future reward. This quantity is usually closely correlated with the quantity that is the focus of our current study, namely, the additional anticipatory utility associated with future reward (fig. S5). Thus, a brain signal correlated with the anticipatory utility might conventionally be classified as a correlate of the expected value of a future reward. Here, by including these regressors together in the same general linear model (GLM), we could identify unique correlates for the utility of anticipation. We excluded trials with a short waiting time (1 s) from the analysis to separate effects of responses to cues.

We found that the models anticipatory utility signal for positive reward correlated significantly with blood oxygen-level dependent signal (BOLD) in vmPFC {P < 0.05, whole-brain familywise error (FWE) correction; peak Montreal Neurological Institute (MNI) coordinates [10,50,16], t = 6.02; Fig. 2C} and in caudate (P < 0.05, whole-brain FWE correction; peak coordinates [20, 2,18], t = 5.81; fig. S6). These results are consistent with a representation of the value of imagined reward reported previously in vmPFC (30, 31) and of reported anticipatory activity in vmPFC (5, 13, 32) and in caudate (9). Across the brain, we found no significant effect of anticipatory utility arising from no-reward outcome that survived a stringent whole-brain correction (see fig. S7). Thus, we focus on the anticipatory utility of future reward referred to henceforth as anticipation utility.

Given the importance of avoiding potential false positives from autocorrelations in slowly changing signals (33), we conducted nonparametric, phase-randomization tests where we scrambled the phases of signals in a Fourier decomposition (fig. S8A) (34, 35). This test can be applied to neuroimaging and electrophysiology studies, so as to avoid false-positive discoveries, particularly when analyzing correlations between slow signals such as values (33, 35). To do so, we transformed our models predicted anticipatory utility signal for each participant into Fourier space, randomized the phase of each frequency component, and transformed the signal back to the original space. Only the regressor being tested was randomized, while others were kept the same in the full GLM. We then performed a standard analysis on this full GLM for each participant with the scrambled signal and then conducted a second-level analysis. By repeating this procedure many times, we created a null distribution. To protect this test against family-wise error, we constructed the null distribution by taking a maximum value of correlation score across a region of interest (ROI), or across the whole brain, from each of our second-level analyses, comparing against the correlation value in the original analysis. We found that the effects in vmPFC (P < 0.001, randomization whole-brain FWE-corrected) and caudate (P < 0.01, randomization whole-brain FWE-corrected) survived this Fourier phase-randomization test (fig. S8B; please also see fig. S9).

A more detailed inspection of these signals, during the waiting period, showed that the time course of vmPFC activity closely resembled our models predictions. In Fig. 2D, we plot the time course of average fMRI signals in the vmPFC cluster shown in Fig. 2C during the waiting period separately for two conditions, namely, when participants received a reward predictive cue (red) and when participants received a no-information cue (magenta). The time courses track the models predictions in each condition (black).

We note that a standard expected value of future reward signal was also included in the same GLM so that we can evaluate unique correlations for the utility of anticipation. Both signals showed similar ramping toward reward (please see fig. S5 for an example participant); therefore, anticipatory utility signals may have previously been classified as the expected value of future reward signal. As a confirmatory analysis, we compared the correlation of the vmPFC with our models anticipatory utility signal and to that with a standard expected reward signal. In Fig. 2E, we plotted average values in the vmPFC cluster for the anticipatory utility and for the standard expected reward (note that both regressors are present in the same GLM) and confirmed that the difference between the coefficients was significant (P < 0.001, permutation test). We stress that this is a confirmatory analysis, because we already know that vmPFC is significantly correlated with the anticipatory utility and not with the expected value signal. The models expected reward signal was instead correlated significantly with regions, including the superior temporal gyrus (P < 0.05, whole-brain FWE correction; [48, 48,16], t = 5.28; fig. S10A). This also survived a phase-randomization test (P < 0.001).

We also tested whether our found signal is distinct from a more generic ramping signal, such as a linear ramping signal. To test this, we added a regressor that ramps up linearly in each anticipatory period to the original GLM and compared the average coefficients of this regressor against that of the utility of anticipation. We confirmed that the coefficients of the utility of anticipation are significantly larger than those of the linear ramping signal (fig. S11), supporting that our results show neural correlates of the utility of anticipation, instead of other types of ramping signals.

We further asked whether BOLD in the vmPFC during the waiting period correlated with a simpler signal, such as constant expected outcome value. When the immediate-information cue is presented, this is the same as the value of reward or no reward without discounting or anticipatory modulation; otherwise, it is an average of the values of reward and no reward weighted by their respective probabilities. We examined the singular contribution of this signal by adding it as another parametric boxcar regressor during waiting periods to the original GLM and then comparing the average values of the vmPFC cluster between the anticipation utility and the expected value, regressor. In this way, we estimated the partial correlation of each regressor. As shown in fig. S12, vmPFC BOLD was more strongly correlated with the models anticipatory utility signal than with the constant expected value signal (P < 0.001, permutation test). BOLD was still positively correlated with the models anticipatory utility signal (P < 0.001, t test, t38 = 3.93), and the effect of an expected value signal was not significant. We again note that this is a confirmatory analysis.

For completeness, we report descriptively that an anticipatory urgency signal, which is an anticipation signal before integration (Eq. 15 in Materials and Methods), correlated with anterior insular cortex (11) ([34,30,2], phase-randomization test, P < 0.01; fig. S10B).

The aRPE arising at advanced information cues is a unique and critical signal in our model. First, unlike conventional models relying on reward, our models aRPE is computed from the value arising from both reward anticipation and reward itself (Eq. 5 in Materials and Methods). Second, while in a standard reinforcement learning model, an RPE serves as a learning signal; in our model, it triggers a surprise that is associated with enhancement (boosting) of anticipatory utility (Eq. 2 in Materials and Methods). In this regard, aRPE also differs from a conventional temporal difference prediction error signal (15), which considers conventionally discounted outcomes alone and does not involve boosting. Rather, our computational models aRPE signal encompasses both a standard RPE and the so-called information prediction error (IPE) (23, 24, 36, 37), both of which have been shown to be represented in the activity of dopamine neurons (23). Dopamine has also been implicated in enhanced motivation [e.g., (38)]. Therefore, on the basis of extensive prior studies, we hypothesized that an aRPE signal arising at the time of advanced information cues would be encoded in the midbrain dopaminergic regions and ventral striatum [e.g., (10, 23, 39)].

For this, using each participants MAP parameter estimates obtained from fitting our model to choice behavior, we calculated a full, signed, aRPE signal, at the onset of advanced information cues (reward predictive, no-reward predictive, and no-information cues), based on the discounted utility of anticipation (including both positive and negative cases) and that of outcomes (Eq. 17).

We assumed that participants fully learned the task in the training period. Therefore, the size of aRPE was determined entirely by each trials experimental conditions (probability and delay of the reward) as well as the models fitted parameters, meaning that an aRPE was not affected by recent trials outcomes. Therefore, we analyzed the fully self-consistent aRPE (please see Materials and Methods, Eq. 17).

We found that the models signal correlated significantly with BOLD in a midbrain dopaminergic region, encompassing the ventral tegmental area and substantia nigra (VTA/SN) [Fig. 3A; P < 0.05, small volume FWE correction with an anatomical ROI; (39) [4, 26, 20], t = 3.78]. We analyzed VTA/SN with an anatomical ROI following previous literature (39). We note that this correlation at VTA/SN also survives FWE correction over the extended ROI that covers two regions: VTA/SN and ventral striatum (39) (P < 0.05, FWE small volume correction). In addition, we also found that BOLD in the medial posterior parietal cortex (mPPC) (40) correlated significantly with the models predicted signal (Fig. 3A; P < 0.05, cluster-level whole-brain FWE correction with the height threshold P < 0.001; k = 166, peak at [0, 42, 50]). We did not find significant associations in ventral striatum, perhaps because cue and reward onsets were unusually temporally distant (up to 40 s), a finding consistent with a previous report that ventral striatum is not relevant for learning when feedback is delayed (although hippocampus is) (41). Further, we explored whether locus coeruleus (LC) is correlated with this signal; however, we did not find a significant effect.

(A) The ventral tegmental area and substantia nigra (VTA/SN) and medial posterior parietal cortex (mPPC) BOLD positively correlated with the models aRPE at the time of advanced information cue presentations [VTA/SN, P < 0.05 FWE small volume correction (39); mPPC, P < 0.05 whole-brain FWE, cluster-corrected at P < 0.001]. Voxels at P < 0.005 (uncorrected) are highlighted for display purposes. (B) Our confirmatory analysis shows that both the VTA/SN and the mPPC show paradigmatic correlations with aRPE. At the time of advanced information cue presentations, BOLD in the VTA/SN and the mPPC positively correlated with the models actual cue value signal and negatively with the models expected cue value signal, indicating that both regions express canonical prediction errors. The difference was significant in the VTA/SN (P < 0.001, permutation test) and in the mPPC (P < 0.001, permutation test). The positive correlation with cue outcome values and the negative correlation with expected values were all significant (received cue value, P < 0.01 for the VTA/SN and the mPPC by t test, t38 = 3.24 and t38 = 3.40; expected cue value, P < 0.01 for the VTA/SN and P < 0.001 for the mPPC by t test, t38 = 2.82 and t38 = 4.37). (C) Our confirmatory analysis shows that both regions express stronger correlations with our models full aRPE than with standard prediction error with discounted reward (RPE) at advanced information cues. The difference was significant between the VTA/SN and in the mPPC cluster (P < 0.05, permutation test). ***P < 0.001, **P < 0.01, and *P < 0.05.

Previous studies suggest that significant correlations reported between fMRI signals and prediction errors might be attributable to strong correlations with actual cue value alone, regardless of the presence of negative correlations with expected cue value (42). To rule out this possibility, we performed a confirmatory analysis by constructing a GLM with separate regressors for the models values of presented cue values and the models expected cue values, both of which were computed from the utility of anticipation and reward (Eq. 5). The average regression coefficients correlated positively with the models (actually presented) cue value and correlated negatively with the models expected (average) cue value (Fig. 3B in both the VTA/SN and in the mPPC clusters shown in Fig. 3A). Thus, responses in these regions had the characteristic of canonical prediction error signals (42).

Because our models aRPE signal, with the values of anticipation and reward, is more complex than a standard RPE signal with reward value alone, we performed a further confirmatory analysis. Here, we constructed a GLM that included the models full aRPE signal (Eq. 8) and a standard RPE error signal based exclusively on reward values (Eq. 19). We then compared the partial correlations associated with these regressors. We found in both VTA/SN (39) and the mPPC cluster that the average partial correlation is greater for our models full aRPE signal than for the standard RPE signal with discounted reward value alone (Fig. 3C).

Last, BOLD in the mPPC has previously been reported to covary with a simpler prediction error signal, the state prediction error (SPE) signal (43). In our experiment, this SPE signal is the absolute value of the difference between outcome (1 or 0) and expectation (the presented probability of reward; Eq. 18). To rule out SPE as a driver of our results, we performed a confirmatory analysis, by constructing a GLM that included the models full aRPE signal and its SPE signal and then compared the values of partial correlations associated with these regressors. For both the VTA/SN (39) and the mPPC cluster, the average partial correlation weights for the models full RPE were greater than those for the SPE signal (fig. S13).

Our computational model predicts an enhanced anticipation utility following a surprise that is coincident with advanced information cues. The magnitude of this enhancement is proportional to the surprise, which is defined simply by the absolute value (27) of aRPE (Eq. 2 in Materials and Methods). Our model also predicts that any boosting should be sustained over the entire duration of a waiting period (Fig. 4A), unlike the phasic (a)RPE signals that we just examined (23, 44).

(A) Our model predicts that a surprise, quantified by the absolute value of aRPE, can boost the utility value of anticipation. The model predicts the effect of boosting to be sustained during the anticipatory period, in contrast to the phasic, short, aRPE signal. (B) A surprise at advanced information cues, quantified by the absolute value of aRPE, significantly correlated with BOLD in the hippocampus [FWE, P < 0.05, small volume correction (46)]. (C) The temporal dynamics of fMRI signal in the hippocampus. Changes in activity averaged over participants after receiving a reward predictive cue (orange), and after receiving a no-information cue (magenta), are shown. The phasic response confirmed in (B) is apparent in the early phase of the delay period (blue). Still, the coding of boosting-related value is sustained throughout the entire waiting period (blue and yellow), which is what our model predicted. The error bar indicates the SEM. Please also see fig. S14 for responses to a no-reward predictive cue.

Previous research suggests that the hippocampus is an ideal substrate for this effect. First, in the context of recognition tasks, the hippocampus encodes surprise (mismatch, novelty) signals [e.g., (17)]. In addition, the hippocampus is associated with learning for an association between cues and delayed feedback. Further, extensive studies implicate a coupling of the hippocampus with the VTA/SN and with the PFC [e.g., (16, 17, 20, 45)], the two regions that we show are linked most to our models computation. Also, although we do not specify the psychological roots of our computational models enhancement of anticipation utility, we note that in the original study of anticipatory utility, the magnitude of anticipation utility is suggested to relate to the strength of imagination for future reward (1). Many studies link hippocampal activity to the imagination of future prospects [e.g., (18)], where prefrontal-medial temporal interactions influence the effects of imagination on valuation (19), as well as support the mental construction of future events (20).

Therefore, we first examined the phasic response of the hippocampus to a surprise at the onset of the advanced information cue presentation, quantified by the absolute value of the models aRPE. As predicted, we found that hippocampal activity was significantly correlated with the magnitude of a surprise {P < 0.05, FWE small volume correction by an anatomical mask of hippocampus; [32, 24, 12], t = 3.60; Fig. 4B (46)}. The phasic response to surprise is an important feature for the models boosting anticipation utility, but as outlined, the model predicts that activity associated with boosting should be sustained until ultimate reward delivery (Fig. 4A). We found that hippocampal activity in the cluster that responded phasically to surprise at cue (the cluster is taken at P < 0.05, FWE small volume correction from the analysis in Fig. 4B) was greater throughout the waiting period after a reward predictive cue was presented (in which case, a surprise was induced), compared to that following presentation of a no-information cue (in which case no surprise was induced), as seen in Fig. 4C (see also fig. S14 for responses to a no-reward predictive cue). This was quantified in fig. S15 (P < 0.05, permutation test). Thus, in addition to expressing the magnitude of a surprise at advanced information cues, hippocampal BOLD during the wait suggests features associated with our models signal that relates to boosting anticipation utility.

We also explored the possibility that amygdala correlates with the surprise at the cues. However, we found no voxel in amygdala showing significant correlations with this.

So far, we have shown that distinct regions encode our models computational signals. The vmPFC encodes our models utility value of anticipation; the VTA/SN (as well as the mPPC) encodes an aRPE signal that is associated with a trigger for boosting of the utility of anticipation, and the hippocampus encodes a sustained signal associated with our models boosting of the utility of anticipation. In our computational model, these three signals are functionally coupled (please see Figs. 1, E and F, and 4A for schematic illustrations and Eqs. 1 and 2 in Materials and Methods for a more precise mathematical description). Specifically, as illustrated in Fig. 4A, our model expects that a region that encodes a signal associated with a sustained effect of boosting should be functionally coupled both to a region encoding aRPE and to a region encoding the utility of anticipation. The hippocampal BOLD signal in Fig. 4C suggests that it encodes both phasic (related to aRPE) and sustained (related to anticipation utility) signals (fig. S15). Furthermore, extensive studies implicate functional couplings of hippocampus with the VTA/SN as well as with the PFC (16, 17, 45).

We hypothesized that sustained hippocampal activity mediates our models anticipation utility computation. In essence, to boost anticipation utility, the hippocampus links computations in the VTA/SN (aRPE) and the vmPFC (anticipation utility). If the hippocampus is coupled to both the VTA/SN and the vmPFC, then it should correlate with mixed variables (interaction) from the VTA/SN and the vmPFC. To formally test this idea, we analyzed functional connectivity using dual psychophysiological interaction (PPI) regressors based on two a priori seed regions: (i) the vmPFC (which encodes anticipation utility) and the models aRPE signal at advanced information cues (which is encoded at the VTA/SN) as a psychological variable, and (ii) the VTA/SN (which encodes aRPE) as a seed and the models anticipation utility signal (which is encoded at the vmPFC) as a psychological variable. The PPI was constructed in this manner because we wanted to test whether the hippocampus couples to both the VTA/SN and the vmPFC. Each of these two PPI regressors includes variables relating to both the vmPFC (anticipation) and the VTA/SN (aRPE), and these variables are coupled in our computational model through the notion of boosting; therefore, each regressor tests our hypothesis that the hippocampus links the VTA/SN (aRPE) and the vmPFC (anticipation) as a potential substrate of boosting. Thus, we included these two sets of regressors into the single GLM we used so far (see Materials and Methods) and tested whether hippocampal activity significantly correlated with these PPI regressors. We also explored the possibility that amygdala contributes to this interactive computation. However, we found no voxel in amygdala, showing significant correlations with either of the PPI regressors.

We found significant correlations in the hippocampus for both PPI regressors. Thus, the functional coupling between the VTA/SN (the area encoding aRPE) and the hippocampus was significantly modulated by our models anticipation utility signal {P < 0.05, FWE small volume correction; [22, 32, 6], t = 3.89; Fig. 5A (46)}. In addition, the functional coupling between the vmPFC and the hippocampus (47) was significantly modulated by our models aRPE signal {P < 0.05, FWE small volume correction; [30, 34, 6], t = 3.70; Fig. 5B (46)}. We also performed a conjunction analysis to see whether the two regions that are correlated with two PPI regressors overlapped. However, we found null results, suggesting that coupling to the VTA/SN and to the vmPFC may be mediated by different subregions in the hippocampus.

(A) Functional coupling between the VTA/SN and the hippocampus is positively modulated by the models anticipation utility signal [P < 0.05, FWE small volume correction (46)]. PPI regressor: BOLD signal in VTA/SN modulated by models anticipation utility signal. (B) Functional coupling between the vmPFC and the hippocampus is positively modulated by the models aRPE signal [P < 0.05 FWE small volume correction (46)]. PPI regressor: BOLD signal in vmPFC modulated by the models aRPE signal. (C) The functional coupling strength between the vmPFC and the hippocampus mediated by the models prediction error signal is positively correlated with the models boosting coefficient parameter estimated by the behavior of participants (r = 0.37, P < 0.05). (D) Three distinctive regions contributed to construct the anticipation utility, in a manner that is predicted by our computational model. The three-dimensional brain image was constructed by the mean T1 brain images, which were cut at y = 34 and z = 15.

If the hippocampal-vmPFC coupling mediates our computational models boosting of anticipation, then the coupling strength that we estimated in our PPI analysis should relate to the models magnitude of boosting that we estimated from choice behavior. Our model predicts that the magnitude of boosting is linearly correlated with a parameter C, the linear boosting coefficient (Eq. 3, Fig. 5C), which we had already fit to each participant. Therefore, we tested whether the linear boosting coefficient (that we estimated from our behavioral model-fitting) and the hippocampal-vmPFC coupling strength (that we estimated from our fMRI PPI analysis) are correlated with each other. As seen in Fig. 5C, we found that these two variables estimated separately from imaging and behavioral data are positively correlated across participants. This provides further evidence supporting the idea that this three-region network is involved in our models anticipatory utility computation. We note that we z-scored aRPE so that the size of aRPE is not directly correlated with a preference of advanced information.

We also note a recent study suggesting cautious attitudes when interpreting between-subjects correlation using model-based neuroimaging analysis (48). Although our analysis involves an interaction term (a PPI regressor), which itself includes a BOLD sequence, here, we aimed to test the proportional coding, whether the magnitude of functional coupling is correlated with the models parameter. To ensure that our correlation is not trivial, following (48), we tested whether there is a correlation between the models parameter C and the variance of the PPI regressor. Unlike the example given previously (48), we found no significant correlation between these two variables (fig. S16).

These functional connectivity results support our hypothesis that the hippocampus plays a key coordinating role in our models computation, that is, potentially boosting the utility of anticipation and linking the vmPFCs encoding of the utility of anticipation with the VTA/SNs encoding of prediction errors at advanced information. The findings point to these regions functioning as a large-scale neural network for linking advanced information to the utility of anticipation (Fig. 5D), driving a preference for advanced information in our task.

The utility of anticipation has long been recognized as a critical notion in behavioral economics and the cognitive sciences. While it has been linked to a wide range of human behavior that standard reward valuebased decision theories struggle to account for (e.g., a preference for advanced information, risk-seeking, and addiction), the neural basis of the theory is unknown. It is a different notion from the standard expected value of future reward (and we duly controlled for this standard value throughout our analyses). Here, we took advantage of a new link between computational theory and behavior and applied this perspective to fMRI data to uncover how the utility of anticipation arises in the brain and how advanced information links to the utility of anticipation (please see fig. S17 for a visual summary of Discussion).

Crucially, we show a network for computing the utility of anticipation and liking of advanced information, consisting of three specific brain regions. First, we show that vmPFC represents the time course of an anticipation utility signal that evolved separately from a standard reward expectation signal during a waiting period. Second, dopaminergic midbrain regions, encompassing VTA/SN, encoded the models aRPE that signals changes in expected utility of anticipation and reward at advanced information cues. Third, the hippocampus, whose activity indexed our models surprise signal, was functionally coupled both to vmPFC and to the VTA/SN, in a sustained manner consistent with our models predicted boosting of anticipation utility. While the three-region functional coupling has been previously implicated in other settings (16, 17, 45), our study provides evidence for an explicit, mathematically defined, computational role. We suggest that its role in the context of our study is to link advanced information to a utility of anticipation that works as a reinforcement for behavior.

Our study provides insights into neural processes underlying human decision-making that standard decision theories struggle to explain. A case in point, in our current study, concerns a preference for early resolution of uncertainty (4), also known as information-seeking (2224, 49), or observing (50, 51). Humans and other animals are willing to incur costs to find out their true fate, even if this knowledge does not change actual outcome. An alternative idea, as opposed to that of boosted anticipatory utility, is the notion that people derive value from information itself (23). However, this so-called intrinsic value of information cannot explain why a preference for advanced information is valence dependent (24), that it depends on the reward probability in a way that does not covary with information-theoretic surprise (52), and manifests a sensitivity to delay until reward (as we also demonstrated here) (8, 25). All of these findings are a natural consequence of the coupling of information to the utility of anticipation (but not of information per se).

Consequently, our results account for previous neural findings of the intrinsic value of information. This so-called IPE signal is presumed to arise from the value of information (2224, 36, 37) and has been reported in the same midbrain dopaminergic regions as standard RPEs (22, 23), implying that the two signals might be strongly related. Our model accounts for IPEs as a side effect of anticipation-dependent aRPE. We found that an aRPE signal correlates positively with BOLD signal in dopaminergic midbrain regions (22, 23) and in the mPPC (40). We found that clusters in these regions are more strongly correlated with our models aRPE signal than with a standard RPE signal with no utility of anticipation. This implicates that these regions encode our aRPE signal that unifies standard RPE signals and IPE signals.

More broadly, our results offer alternative accounts for addiction and the possibility of individually tailored psychiatric interventions (fig. S17). While initial phases of addiction (53) involve excessive dopamine release at the time of drug consumption (54), later phases involve intense craving. Our model implies that people boost anticipation utility when a likelihood of drug administration increases (e.g., when purchasing drugs). People may feel greater value from obtaining drugs (which can act as a kind of conditioned stimuli) than from administering them, because the former includes utilities associated with an anticipation of future administration. Our model predicts that people with certain parameter values (e.g., large boosting coefficients) could repeatedly overboost the value of anticipating drugs, resulting in excessive, pathological, drug-seeking (see Eq. 10). Although the learning process leading to pathological behavior may be very slow in a natural world, by fitting our model to participants performing the task used here, we can, in principle, link an individuals tendency toward addiction with a unique cause of this disorder (e.g., excessive boosting or imbalance between anticipation and discounting). This, in turn, can suggest interventions tailored to individual patients, such as cognitive behavioral therapy focusing on controlling anxiety and craving (55), as well as possible dopaminergic antagonists to control boosting.

Our study is relevant also for unifying separate notions concerning gambling: preference for risk and time delay (the latter is called time preference in behavioral economics). While these two economic phenomena have often been treated separately, there is increasing evidence in favor of an interactive relationship [e.g., (56)]. Our computational model of anticipation explicitly offers an interaction between risk (prediction error) and delay (anticipation) because the former can enhance the value of the latter. This interaction creates well-documented effects, such as nonlinear coding of probabilities of anticipated rewards (57). It would be interesting to test our models predictions as to how pharmacological manipulations (e.g., on dopamine) affect risk and time (delay) preference, where dopamine is likely to be heavily involved in computing aRPE. Further studies may allow us to design a behavioral task for psychiatric interventions, in which patients can lessen their preference for addictive substances, or even their risk preference in general, because our model can find the optimal task parameters for each individual to achieve this goal.

We found that the hippocampus was involved in value computation arising from reward anticipation, through its coupling with the VTA/SN and the vmPFC. Both hippocampus-VTA/SN and hippocampus-(v)mPFC couplings have been extensively reported previously in animal studies as well as in some human studies [e.g., (16, 17, 20, 45)]. In rodents, hippocampus-PFC coupling has been shown to be gated by neurons in the VTA (16). Oscillatory synchronization has also been reported in the PFC-VTA-hippocampus axis in rodents performing a working memory task. Our finding is consistent with a previous observation in humans showing that activity in VTA influences the baseline activity in posterior hippocampus (45). The posterior hippocampus, which we report in our PPI analysis, has also been linked to future simulation that we think likely relates to our models anticipation utility computation. Our functional connectivity analyses suggest that an aRPE signal encoded in the VTA/SN affects a functional coupling between the hippocampus and the vmPFC, which encode the enhancement of the utility of anticipation; this can be tested in future studies involving pharmacological manipulations (e.g., on dopamine). Because the hippocampus has a rich anatomical structure, further studies will illuminate how different parts of the hippocampus contribute to value computation arising from reward anticipation.

Neuroeconomic studies show that people make decisions between goods in different categories, by expressing the value of those goods in a so-called common currency primarily encoded in the vmPFC. Here, we found that the utility of anticipation is expressed in the vmPFC [please also see (7)]. This invites an alternative interpretation of previously reported ramping activity in the vmPFC while waiting for rewards [e.g., (58)] in terms of an anticipation-sensitive value signal, which has been interpreted as a reward-timing signal.

An alternative interpretation of our behavioral results is that participants do not like uncertainty. However, a previous study using the same task with aversive outcomes has shown that people avoid advanced information when the outcomes are aversive (49), while another study has also shown that a preference for advanced information is valence dependent (24). These findings are consistent with our models predictions but contradict simple uncertainty avoidance. In our model, advanced information can boost negative anticipation for an aversive outcome [i.e., dread (2, 26)], leading to an avoidance of (negative) advanced information. Further studies will illuminate how advanced information modulates dread in the brain, possibly through hippocampal coding of a sustained signal during a waiting period for no reward (fig. S14; note: people assigned negative value to no reward in our task, confirmed by our model fitting and self-reports), and may suggest that a similar circuit presented here is involved in this computation.

As is the case for value of a reward [whose psychological roots have been shown to be very complex (29)], the psychological roots of anticipation utility are likely to be complex. While we acknowledge that we had no control over what participants were thinking while waiting for outcomes in the scanner, participants informal self-reports were largely consistent with the idea that reward predictive cues made participants more excited while waiting for the reward. We acknowledge that other psychological interpretations of our computational model are possible, as is the case for the roots of reward in a standard reinforcement learning model (29). For example, we note an influential suggestion (4) that future uncertainty drives other forms of anticipatory utility, such as anxiety. We did not consider this notion directly in our computational model, but in our model, an agent can experience a mixture of positive and negative utilities of anticipation according to the probabilities of these outcomes (please see Materials and Methods). It would be interesting to study how this mixed anticipatory utility of our model relates to the notion of anxiety (4), which may help the design of more effective psychiatric interventions for anxiety disorders. Also, in this current study, we used a primary reward (image) instead of a secondary reward (money); it would be interesting to administer our task using a secondary reward. We used primary reward inspired by the classic study of the utility of anticipation (1); however, recent studies implicate that similar results will be obtained with monetary reward (6, 24).

Last, our study offers an alternative view to a long-standing problem in neuroscience and machine learning. We refer here to the so-called temporal credit assignment problem, which raises the issue of how neurons operating on a time scale of milliseconds learn relationships on a behaviorally relevant timescale (such as actions and rewards in our task). Designing a machine learning algorithm that overcomes this problem remains a challenge. Cognitively, our computational model suggests that the anticipation of future reward could serve as an aid to solve this problem, because a sustained anticipation signal can bridge the temporal gap between a reward predictive cue and an actual reward. A recent physiological study demonstrated that synaptic plasticity in hippocampal pyramidal neurons (e.g., place cells) can learn associations on a behaviorally relevant time scale, with the aid of ramping-like, slow, external inputs in a realistic setting (59). This has been shown to arise out of a slow input that can trigger a slow ramp-like depolarization of synaptic potential, which, in turn, unblocks N-methyl-d-aspartate (NMDA) receptors, leading to synaptic learning that spans a duration of seconds (59). Thus, our results suggest that a slow anticipatory utility signal in the vmPFC that is sustained throughout long delay periods (or the sustained, coupled, activity in the hippocampus) could serve as such input to neurons in the hippocampus, bridging the temporal gap over behavioral time scales. A dopaminergic input from the VTA/SN to the hippocampus may facilitate this type of learning (17).

In summary, we identify a novel neural substrate for computing the utility value arising from anticipation. Our results implicate that a functional coupling of three distinctive brain regions links the arrival of advanced information to resolve future uncertainty to the boosted utility of anticipation. We suggest that this boosted anticipatory utility drives a range of behaviors, including information-seeking, addiction, and gambling. Our study may also provide seed for designing individually tailored interventions for psychiatric disorders.

Thirty-nine self-declared heterosexual male participants (21) were recruited from the University College London (UCL) community. Participants provided informed consent for their participation in the study, which was approved by the UCL ethics committee.

The task was a variant of that in (8), which itself was inspired by a series of animal experiments into information-seeking or observing behavior [e.g., (22, 25)]. At the beginning of each trial, a pair of task-information stimuli (hourglass and partially covered human silhouette) were shown, along with two choice targets. The number on the hourglass indicated how long the participants had to wait until seeing a reward or no reward, where 1/2, 1, 2, 4, and 8 hourglass meant 1, 5, 10, 20, and 40 s of waiting time, respectively. The other stimulus, a partially covered human silhouette, indicated the probability of seeing a reward, specified by the area of the uncovered semicircle (5, 25, 50, 75, and 95% chance of rewards). Two lateral rectangular targets were presented as choices: the immediate-information target marked as Find out now and the no-information target marked as Keep it secret. The positions of the hourglass and the covered silhouette were kept the same every trial, but the locations of choice targets were randomly alternated between left and right on each trial.

The participants were required to choose between left and right targets by pressing a button within 3 s. Once the participants chose a target, one of the three cues appeared in the center of the screen. If the participants chose the immediate-information target, then a cue that signaled upcoming reward or no reward appeared on the screen until the onset of reward or no reward. If the participant chose the no-information target, then a cue that signaled no information about reward appeared on the screen. The meaning of the cues was fully instructed to participants beforehand. The meanings of the cues were counterbalanced across participants. To ensure immediate consumption, rewards were images of attractive female models from a set that had previously been validated as being suitably appetitive to heterosexual male participants (8, 21); reward images were presented for 1 s. Images were chosen randomly from the top 100 highest-rated pictures that were introduced in (21). No image was presented more than twice to the same participants. In case of no reward, an image signaling absence of a reward was presented for 1 s. In either case, a blank screen was presented for 1 s before starting a new trial. These timings were set to reduce the timing uncertainty, which may cause prediction error that can interfere with our models value computation.

Participants were fully instructed about the task structure, including the meaning of stimuli about the probability and delay conditions, as well as the advanced information cues. Then, participants underwent extensive training that consisted of three tasks: a variable-delay but fixed-probability task, a fixed-delay but variable-probability task, and a variable-delay and variable-probability task. This ensured that participants had fully learned the task and had adequately developed preferences before being scanned. Scanning was split into three separate runs, each of which consisted of 25 trials that covered all conditions once. Trial orders were randomized across participants. Participants had a break of approximately 30 s between runs.

We used the model described in (8). Briefly, following Loewensteins suggestion that the anticipation of rewards itself has hedonic value (1, 2) (e.g., participants enjoy thinking about rewards while waiting for them), we extended a standard reinforcement learning framework to include explicit reward anticipation, which is often referred to as savoring (1). The models innovation is to suggest that the utility of anticipation can be boosted by RPEs associated with advanced information about upcoming rewards (8). We note that savoring here is a mathematically defined economics term and is different from (although may be related to) savoring in positive psychology (the acts of enhancing positive emotions).

To describe the model formally, consider a task in which if a participant chooses the immediate-information target, then they receive at t = 0 a reward predictive cue S+ with a probability of q, or a no-reward predictive cue S with a probability of 1 q. Subsequently, the subject receives a reward or no reward at t = T( = Tdelay), with a value of R+ or R, respectively. In our recent experiment, we found that participants assigned a negative value to an absence of reward (8), but this is not necessary to account for preference for advanced information that has been observed in animals (3, 25).

On the basis of the observation that participants prefer to delay consumption of certain types of rewards, Loewenstein proposed that participants extract utility while waiting for reward (1, 2, 26). Formally, the anticipation of a future reward R+ at time t is worth a(t) = R+e+(T t), where + governs its rate. Including R itself, and taking temporal discounting into account, the total value of the reward predictive cue, QS+, isQS+=V[anticipation]+V[reward]=0Te+ta(t)dt+R+e+T=R+++(e+Te+T)+R+e+T(1)where is the relative weight of anticipation, + is the discounting rate, and T is the duration of delay until the reward is delivered. In a prior work, had been treated as a constant that relates to subjects ability to imagine future outcomes (1); however, we proposed that it can vary. The size of modulation is determined by the aRPE at the time of the predicting cue (8). Our proposal was inspired by findings of the dramatically enhanced excitement that follows such cues (25). A simple form of boosting arises from the relationship=0+C|aRPE|(2)where 0 specifies the base anticipation and C determines the gain. That anticipation is boosted by the absolute value of aRPE is important in applying our model to comparatively unpleasant outcomes (8). The boosting is sustained throughout a waiting period.

The total value of the no-reward predictive cue, QS, is thenQS=0Teta(t)dt+ReT=R(eTeT)+ReT(3)

Following our previous work, we assumed that = + = .

An aRPE affects the total cue values QS+ and QS, which, in turn, affect subsequent aRPEs. Therefore, the linear ansatz for the boosting of anticipation by aRPE (Eq. 2) could lead to instability due to unbounded boosting. This instability could account for maladaptive behavior such as addiction and gambling. However, in a wide range of parameters, this ansatz has a stable, self-consistent, solution. In our experiment, the aRPE for the reward and no-reward predictive cues can be expressed asaRPES+=QS+(qQS++(1q)QS)(4)aRPES=QS(qQS++(1q)QS)(5)which are, assuming the linear ansatz{aRPES+=(1q)((0+CaRPES+)A++B+((0+C|aRPES|)A+B)aRPES=q((0+C|aRPES+|)A++B+((0+C|aRPES|)A+B)(6)where{A+=R++(eTe+T)A=R(eTeT)B+=R+eTB=ReT(7)

Assuming that R 0 and 0 R+, Eq. 6 implies that aRPES+>0 and aRPES<0. With this, Eq. 6 can be reduced to{aRPES+=(1q)(0(A+A)+B+B)1C((1q)A+qA)aRPES=q(0(A+A)+B+B)1C((1q)A+qA)(8)

Because (0(A+ A) + B+ B) > 0, in order that aRPES+>0 and aRPES<0 hold for all q and T, the denominators must be positive for all 0 q 1 and 0 T. In other words1C((1q)A+qA)>0(9)for 0 q 1 and 0 T, or C<1((1q)A+qA), for 0 q 1 and 0 T. This means that C<1max(A+,|A|) for 0 T. It is straightforward to show that A+ takes its maximum at T=ln(+)+, and A at T=ln(). Thus, the condition that the linear ansatz gives a stable self-consistent solution isC

In our model fitting, we imposed this stability condition. Violating it could account for maladaptive behavior such as addiction and pathological risk-seeking. We generated choice probability from our model by taking a difference between the expected value of immediate information target and that of no-information target and taking it through sigmoid with a noise parameter (8).

An alternative to imposing such a stability condition would be to assume that boosting saturates in a nonlinear manner (8)=0+c1tanh(c2|aRPE|)

However, the models qualitative behavior does not depend strongly on the details of the aRPE dependence of anticipation (8). Hence, we only used the linear ansatz in our analysis in the current study.

For our model comparison, we also fit a model with no anticipation = 0 and a model with anticipation but that is not boosted by aRPE, i.e., C = 0.

Our computational model makes specific predictions about temporal dynamics of anticipatory, reward, value signals during waiting periods, and unique aRPE signals at predictive cue onsets. Using the parameters (MAP estimates) for each participant, we generated the following variables for each participant as parametric regressors for the fMRI analysis.

The temporal dynamics of anticipatory utility signal for positive domain at time t during waiting period until reward onsets t = T areVAnt.,+(t)=R+(0+C|pe[S+,q,T]|)+(e(Tt)e+(Tt))(11)

For the negative domain, they areVAnt.,(t)=R(0+C|pe[S,q,T]|)(e(Tt)e(Tt))(12)

We expressed these as two separate regressors. When the outcome was uncertain, i.e., after receiving a no-information cue, but would be given with a probability q (or 1 q), the anticipatory utility values (Eqs. 11 and 12) were multiplied with q (or 1 q).

Because aRPEs explicitly enter the value function of the immediate information via boosting, aRPE and the value of the immediate information target that influence each other needed to be computed in a self-consistent manner (Eq. 5). We assumed that the consistency was achieved for participants through their extensive training sessions. The aRPE pe[+/,q,T] are determined for each delay T and reward probability q condition self-consistently (see below). After a no-information choice, these signals are scaled by the probability of reward q or no reward 1 q (and no prediction errors). Note that we set R+ = 1 without loss of generality.

The discounted reward signal at t during the waiting period is expressed asVReward,+(t)=R+e(Tt)(13)while the discounted no-reward signal at t isVReward,(t)=Re(Tt)(14)

Note that the anticipation utility signal is an integral of (discounted) anticipation urgency signalVAnt.Urgency,+(t)=R+(0+C|pe[S+,q,T]|)e+(Tt)(15)andVAnt.Urgency,(t)=R(0+C|pe[S,q,T]|)e(Tt)(16)which we also included to the GLM.

The aRPE at information cue onsets are computed for each condition (q, T) self-consistently according to Eq. 8. That is{pe[S+,q,T]=(1q)(0(A+A)+B+B)1C((1q)A+qA)pe[S,q,T]=q(0(A+A)+B+B)1C((1q)A+qA)(17)where A+/ and B+/ are given by Eq. 7. In our analysis, we put positive and negative aRPE as a single parametric regressor at information cue onsets. Because the aRPE is expressed as the difference between the models presented cue value and the models expected cue value in Eq. 5, we also tested a region that is positively correlated with the models presented cue value and negatively correlated with the models expected cue value in Eq. 5.

Note that the aRPE signal is different from other conventional prediction error signals, including the so-called SPEs (43){speS+=1qspeS=|0q|(18)and a standard RPE signal with reward value alone (we can obtain this by setting C = 0 = 0 in Eq. 17){pestandard[S+,q,T]=(1q)(B+B)pestandard[S,q,T]=q(B+B)(19)which we used for a confirmatory analysis.

We used a hierarchical Bayesian, random effects analysis (8). In this, the (suitably transformed) parameters hi of participant i are treated as a random sample from a Gaussian distribution with means and variance = {, } characterizing the whole population of participants, and we find the maximum likelihood values of .

The prior distribution can be set as the maximum likelihood estimateMLargmax{p(D|)}=argmax{i=1Ndhip(Di|hi)p(hi|)}(20)

We optimized using an approximate expectation-maximization procedure. For the E step of the kth iteration, a Laplace approximation gives usmikargmaxh{p(Di|h)p(h|k1)}(21)p(hik|Di)N(mik,ik)(22)where N(mik,ik) is a normal distribution with mean mik and covariance ik that is obtained from the inverse Hessian around mik. For the M stepk+1=1Ni=1Nmik(23)k+1=1Ni=1N(mikmikT+ik)k+1k+1T(24)

For simplicity, we assumed that the covariance k had zero off-diagonal terms, assuming that the effects were independent.

We compared the goodness of fit for different computational models according to their iBIC scores (8). Briefly, in this method, we sampled parameters randomly from the estimated distributions and tested how these randomly sampled models can predict the individual subjects choice. We analyzed log-likelihood of data D given a model M, log p(DM)logp(D|M)=dp(D|)p(|M)(25)12iBIC=logp(D|ML)12|M|log|D|(26)where iBIC is the integrated Bayesian information criterion, M is the number of fitted prior parameters, and D is the number of data points (total number of choice made by all subjects). Here, log p(DML) can be computed by integrating out individual parameterslogp(D|ML)=ilogdhp(Di|h)p(h|ML)(27)ilog1Kj=1Kp(Di|hj)(28)where we approximated the integral as the average over K samples hjs generated from the prior p(hML).

We acquired MRI data using a Siemens Trio 3-T scanner with a 32-channel head coil. The Echo planar imaging (EPI) sequence was optimized for minimal signal dropout in striatal, medial prefrontal, and brainstem regions: 48 slices with 3-mm isotropic voxels with a repetition time of 3.36 s, an echo time of 30 ms, and a slice tilt of 30. In addition, field maps (3-mm isotropic, whole brain) were acquired to correct the EPIs for field-strength inhomogeneity.

We used SPM12 (Wellcome Trust Centre for Neuroimaging, UCL, London) for standard preprocessing and image analysis. The standard preprocessing includes the following: slice-timing correction; realigned and unwarped with the field maps that were obtained before the task; coregistration of structural T1-weighted images to the sixth functional image of each subject; segmenting structural images into gray matter, white matter, and cerebrospinal fluid; normalizing structural and functional images spatially to the MNI space; and spatially smoothing with a Gaussian kernel with full width at half maximum of 8 mm. The motion correction parameters were estimated from the realignment procedure and were included to the first-level GLM analysis.

We performed a standard GLM analysis with SPM, with high-pass filter at 128 s. We regressed fMRI time series with GLMs that consist of onset regressors (the presentations of the initial screen, the presentations of cues, and the presentation of outcomes), our models signals that we described in Materials and Methods (parametric regressors: models aRPE at cues and reward or no reward at outcome; models time-varying regressors: anticipatory utility signals for positive and negative outcomes, expected value signals for positive and negative outcomes, anticipatory urgency signals for positive and negative outcomes), and nuisance regressors. The onsets of cues preceding the shortest delay (1 s) was separately modeled so that the prediction errors at the cues were not affected by reward. The models predictive signals were generated for each of the anticipatory periods, using the model that was fit to each participant, which were then convolved with the canonical HRF function. We added nuisance parameters that consist of movement estimated from preprocessing, large derivatives of movement between volumes that were larger than 1 mm, boxcar function during the anticipatory periods, and boxcar function for each experimental run. In our confirmatory analysis, we also added boxcar function during the anticipatory periods that was parametrically modulated by constant expectation of reward, parametrically modulated cue presentation with SPEs. Please see Models fMRI predictions (parametric and time-varying regressors) for the full equations.

Continued here:
The value of what's to come: Neural mechanisms coupling prediction error and the utility of anticipation - Science Advances

Why Did The Turtle Cross The Road? | WNIJ and WNIU – WNIJ and WNIU

Here's a joke: Why did the turtle cross the road?

Answer: To find food, water, a mate and a nesting location.

Of course, that's not really a joke. Turtles all across Illinois are making their way across the state's 140,000 miles of roadways. Some are looking for food and water, but it's also breeding season. That means turtles are looking for mates and trying to find places to lay their eggs.

Peggy Doty is an educator with the environmental and energy stewardship team at the University of Illinois Extension. She said turtles often breed on one side of the road and lay their eggs on the other side.

"Roads tend to divide habitats," she said. "So where there used to not be a road, now there is one through the animal's habitat." Furthermore, with Illinois on track to move into Phase 4, the roads are filling up with more traffic. Doty wants motorists to be safe and slow down.

"If a turtle is crossing the road, do your best to let it cross," she said. "Do not get in a physical automobile accident. Human health needs to come first."

With that in mind, she said, "If it's completely safe for you and you are unafraid to sensibly move it to the direction it's going -- not where it's been -- try to figure which direction it's going and get it across the road."

Despite their reputation, turtles are quick, and all species bite and scratch. And if they are picked up, chances are they will empty the contents of their bladder on you. Knowing this, if you pick one up, carefully lift it along the shell's edge near the middle of its body, as long as it is not a snapper.

Assisting snapping turtles requires bravery and sturdy tools. If it's safe to do so, use a shovel or a rubber floor mat to help prod them across the road. If you have a sturdy branch, you can try to gently push it along but a frightened turtle will either retreat into its shell or feel threatened and try to bite you. If you aren't prepared or feel uneasy, it's best to put your safety first and get back into your car. Doty said to remember to look both ways before you go back to your car. Cars approach very quickly and drivers, especially if they are tired and/or distracted are not expecting to see humans or turtles on the road.

If you find an injured turtle, here is a list of statewide wildlife rehabilitators who have permits from the Illinois Department of Natural Resources.

Illinois has 17 species of turtles; four are on the endangered species list and one is threatened. Doty said we are responsible for the survival of turtles. "Human behavior affects habitat," she said. "Without habitat, we have nowhere to go when we need to protect ourselves from something. Our home is our habitat and it's critical that we protect the habitats that protect the turtles."

And if you see a turtle in your yard, Doty said, "Just leave it alone and watch it." She added, "Just because you find a tadpole or a turtle -- that doesn't mean it's yours. It's not 'Finders Keepers.' It's wildlife. Is isn't a 'free shopping day.'"

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Why Did The Turtle Cross The Road? | WNIJ and WNIU - WNIJ and WNIU

As labs reopen, Rochester researchers adapt to COVID-19 precautions in innovative ways – University of Rochester

June 19, 2020

Time sharing, staggered shifts, and reconfigured spaces are among the adaptations the University has made for research to resume.

Earlier this month, researchers sat in their living rooms in California, helping to coordinate laser experiments at the Laboratory for Laser Energetics in Rochester, New York.

Just as if they were sitting in the control room themselves.

How? By participating in Remote PIessentially a souped-up Zoom meeting, with control room screens, audio, and video being shared, says Samuel Morse, director of LLEs Omega Laser Facility.

Its an example of how University of Rochester researchers are adapting to social distancing and other COVID-19 preventive measures as they reopen their labs and research facilities after an eight-week shutdown. In doing so, they are discovering that some of the adaptations are actually an improvement over what they were doing before.

Find the latest information on the Universitys COVID-19 restart and recovery efforts.

Find out what to do if you or a close contact have symptoms or think you may have been exposed.

Given the disruption of air travel, the new Remote PI environment that weve created is something that many PIs (principal investigators) are going to want to use to interact with the facility, says Morse. Weve gone to an all-electronic transfer of information (during the experimental shots) that is faster and just as reliable as the old paper transactions that occurred when the PIs were actually present in the control room.

Even when air travel is back to normal, Remote PI will give investigators the option to stay at their home institutions rather than spend time traveling to and from Rochester. It will enable even more collaborators to sit in on the experiments remotely, Morse says.

The University of Rochesterhas been an innovator in fields as diverse as geology, optics, medical education, economics, political theory, and human behavior. The Universitys Medical Center is a leader in neuroscience and in developing vaccines used worldwide. The Laboratory for Laser Energetics is a national resource for research into the interaction of intense radiation with matter.

River Campus faculty in the School of Arts & Sciences, Hajim School of Engineering & Applied Sciences, Simon Business School, and Warner School of Educationmany of whom are also affiliated with the Universitys Goergen Institute for Data Sciencehave pioneered statistical methods of research in economics, political science, and clinical and social sciences, and have contributed major advancements in biomedical imaging, quantum optics, evolutionary biology, and visual and cultural studies.

When New York state ordered a shutdown of all nonessential activities in March as part of its NY Pause program, only the followingareas of University researchwere permitted to continue on-site:

Essentially this meant closing all labs on the River Campus and at LLE.

Now research is rebooting all across the University, in lab facilities big and small, from the 18,000-square-foot Omega laser bay, to the 2,000-square-foot URnano cleanroom, to the Rush Rhees Library cubbyhole where history professor Mike Jarvis uses five high-powered computers to digitally reconstruct historic structures from Bermuda and the coast of Ghana.

When New York state approved a phased reopening of businesses and other activities in the Finger Lakes region last month, LLE reopened on May 18 with approximately 30 to 40 percent of its workforce. At the River Campus, John Tarduno, dean of research for Arts, Sciences & Engineering, has approved the reopening of 97 faculty-led science and engineering research laboratories, three multi-user facilities in science and engineering, and seven researchspaces in social sciences and humanities.

This represents about 500 people, including faculty, research scientists, technicians, graduatestudents and a few undergraduates supported on grants, Tarduno says. We have a rigorous and tiered approval process involving department chairs, program directors, and deans with an eye toward reviewing compliance with training, healthmonitoring, PPE use, and lab use, designed to allow social distancing in a research setting.

Heres a closer look at what is happening in variety of labs across the University.

Each year hundreds of researchers from across the world come to the Laboratory for Laser Energetics at the University of Rochester to use its powerful lasers for experiments involving high-energy-density physics, inertial confinement fusion, and security of the national stockpile of nuclear weapons.

In fact, about 60 percent of the laser shots on LLEs Omega and Omega-EP lasers are conducted for researchers at Lawrence Livermore, other national labs, and universities and research institutions worldwide.

With Remote PI in place, the Omega facility has achieved 25 to 26 shots a week on each of the laser systems since reopening and going through an initial shakedown period. We are at the same cadence we were when PIs were on site, Morse says. I dont think were going to take a hit to the shot rate.

Douglas Jacobs-Perkins, LLEs chief safety officer and a scientist there, says 175 of LLEs 540 researchers, students, and employees are back on site, distributed over multiple shifts.

They primarily involve staff engaged in:

Also, a limited number of graduate students are back in the facility conducting thesis research.

Social distancing is being enforced, masks are worn in all public places, and the protocol we have in place now is setting a good precedent for how we will continue to operate when we have more people on site, Jacobs-Perkins says, referring to the LLE COVID-19 Workplace Safety Policy now in force.

LLE has adopted time sharing and staggered shifts among employees now back in the building so offices are not occupied by more than one person at a time. The control rooms for Omega laser experiments were reconfigured so that all consoles are at least six feet apart, and no operators are facing each other or sitting side by side.

All staff underwent training in the new protocols, engendering lots of questions, some healthy push back, and constructive suggestions that have been adopted, Jacobs-Perkins says. So there has been a lot of give and take, and its been very effective.

I think what has probably helped make this effective is we established the overall policies for what people had to do, but the supervisors (of each division) had to determine how to effectively implement those policies in their respective work areas. I think that has given people pride of ownership.

The Department of Biomedical Engineering is a center of research in biomechanics, biomaterials, ultrasound, optics, cell and tissue engineering, nanotechnology, imaging, and neuroengineering. Its close proximity to the Medical Center fosters opportunities for the departments faculty to collaborate with clinicians and medical researchers.

All but one of the departments nearly 20 faculty-led labs and its shared research facilities have now reopened, and the remaining faculty-led lab is in process of doing so.

Dean Tarduno has been working heroically to help us all re-open our research labs. He has set up an effective procedure for keeping people safe and productive at the same time, says Diane Dalecki, the department chair and Kevin J. Parker Distinguished Professor in Biomedical Engineering.

For example, no more than three people are allowed in any of the faculty-led labs at one timeand fewer in lab sub-rooms. And only one person at a time is allowed to use the smaller shared labs used for microscopy, cell culture, mechanical testing, and other core spaces, Dalecki says.

The protocol has required a carefully orchestrated system of schedulingboth within and among labsto ensure that social distancing requirements are met. This has required students and staff to think about their experiments carefully, figuring out ahead of time what the next step will be when an experiment gets to certain point, so they can schedule their time in the lab accordingly, Dalecki says.

Some of the faculty-led labs have set up regular daily shifts when individual staff members and students can come in without violating the social distancing requirements. Other faculty-led labs have adopted a more flexible calendaring system monitored by the PI (faculty principal investigator).

The departments committee that oversees the shared labs, chaired by faculty members Scott Seidman and Kanika Vats, has worked very hard to prepare the protocols for those important shared resource spaces.

So far, so good, Dalecki says. On the plus side, the experience students are gaining in carefully planning their experiments and scheduling lab time in advance will have real value for them when they go into industry and they have to plan their experiments for a long period of time, and work together with one or more teams.

Even the shutdown, disruptive as it was, had some benefits, Dalecki says. It allowed some of her graduate students to devote additional, undistracted time to writing their thesis proposals and scientific articles.

The shutdown also demonstrated that Zoom meetings have some real benefits in certain circumstances, and will absolutely continue to be used, Dalecki says. You can bring experts in much more easily to talk with your labs. It is an easy way to share data. And it has been seamless in terms of being able to get people together for lab meetings.

Brian McIntye, director of operations at the Integrated Nanosystems Center (URnano) is understandably proud that the research and fabrication lab, which includes a clean room and separate metrology and microscopy rooms, is back in business.

We were the first multi-user facility on the River Campus to reopen, he says. And many of the clean rooms at our peer institutions are still shut down.

For example, McIntyre is currently helping a Medical Center researcher with metrology for a protein imaging project. A physics research group is fabricating qubits and other nanoscale structures. Other researchers are doing thin film deposition for electronic and optical devices or doing etching and reactive plasma processing.

Were fully up to where we were before we closed down, McIntyre says.

The URnano clean room is the largest clean space on River Campus. Even before COVID-19, researchers using the room were required to don hairnets, gloves, head-to-toe gownseven beard bags, if necessaryto preserve the reduced-air particle environment needed for researching and fabricating materials at the nanoscale.

So, at first glance, it might seem like few adjustments would be needed for the facility to reopen. However, several changes were made to the centers already stringent safety and operating protocols to protect against Covid-19starting at URnanos front door.

We needed to ensure that the people going into the clean room were properly isolated, starting at the hallway, says McIntyre.

Clean room staff have been handing out gloves even before visiting researchers touch the outside doorknob, to prevent possible contamination of the surface. And theyve made sure the visitors shed their COVID-19 protective face masks, because even N95 masks shed fibers that will contaminate a clean room, McIntyre says.

Initially that posed a problem, because clean room masks have recently been in short supplypresumably because manufacturers have switched to meeting the demand for N95 masks. So, McIntyre proposed that URnano make its own clean room masks from the centers supply of clean room compatible cloth. An initial 150 masks have been made by Ralph Wiegandt, a research conservator and former NSF researcher at the George Eastman Museum, working in a clean area in his home. Weigandt is working on another 100.

Out of an abundance of caution, occupancy is limited even in the clean room to no more than three external users (with one URnano staff overseeing) at a time to help ensure social distancing, McIntyre says. He has also staggered his hours with staff engineers Nursah Kokbudak and James Mitchell, who help run URnano, so if one of us gets sick, we wont all get sick.

Were going the extra mile.

Amid narrow hallways and small offices on the fourth floor of Rush Rhees Library, Michael Jarvis, associate professor in the Department of History, has created a small but high-powered computer lab. The former director of Digital Media Studies uses photogammetry to create 3D virtual reconstructions of the archaeological digs he has conducted in Bermuda and the historic slave trade forts he has helped survey along the coast of Ghana.

Five high-end computers store several hundred thousand images that Jarvis and his students have captured using laser scanning, aerial drones, and DSLRs. They also store the exciting interactive videogames they are creating that allowing participants to virtually wander through historic structures, for example, or reenact a shipwreck in Bermuda.

Reopening this lab will not require carefully orchestrated access to maintain proper social distancing. The room is so small, that even if people using computers at opposite ends met the distancing requirements, it still would probably not be good for them to be working together and breathing the same air for six to eight hours, Jarvis says.

And thats okay. Even before COVID-19, Jarvis was able to do much of his work remotelyin the field or at home. And as the shutdown loomed, he retrieved one of the computers from his lab and took it home, giving him access to all the stored data and processing power he needs. Thats the beauty of dataI can bring home an entire library of Dutch sources, 10,000 Bermuda deeds, and a dozen castle models and still have empty space on a 10 TB hard drive, Jarvis notes. Hell still want students to have access to the lab when they need to do work that is not feasible remotely. However, since hes starting a year-long leave from teaching to focus on research, hell be working primarily with a handful of graduate students, limiting the need for more than one student to have access to the lab.

So, the bigger challenge for Jarvis right now is not proper use of PPE or maintaining social distancing as his research lab reboots. Instead, it is finding a proper balance while continuing to do much of his work remotely.

Jarvis spent so much time sitting in front his computer while teaching classes remotely this spring, that he developed a slipped disc.

When youre an academic, and you can work from home, the danger is that the difference between home life and work life collapses, and you end up working all the time, Jarvis says.

Now Im trying to strike more of a balance. Getting more exercise, for example. And limiting the time spent continuously staring at computers.

And to think its only taken me 30 years to learn these basic lessons, he says, laughing.

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As labs reopen, Rochester researchers adapt to COVID-19 precautions in innovative ways - University of Rochester

The Thing Thats More Effective For Personal Growth Than Any Personality Test – Forbes

The recent season premiere of the Showtime seriesBillionsbegins with two hedge fund guys doing ayahuasca with a shaman in the middle of nowhere. We see them run out of the tent to purge, then look at the sky and take in the majesty of Planet Earth and the Universe it spins through. These guys who normally behave like the human offspring of a Hammerhead Shark and a Bloomberg Terminal have grown scraggly beards. Theyre openly weeping and talking about the meaning of things like life.

Five minutes of screen time later, theyre clean shaven and back in New York, doing insider trading and plotting to destroy people simply for being more popular than they are.

For a glimmer, it looked like these two aggressive, egomaniacal characters were on the brink of personal growth. Whatever experience they had in the mountains with the shaman had altered their perspective on things. It looked like they were ready to turn over a new leaf.

And then they didnt.

They went home, right back to who they had been before.

Billionsis fictional. But its writers are known to do their homeworkand do it well by television standards. What happened to those hedge fund guys isnt only a common occurrence when it comes to ayahuasca. Its also a dramatized version of what happens to most human beings in a small way all the time.

Research is clear that humans have the capacity to grow and change, no matter how old we are. Studies on post-traumatic growth show us that most of the time, we have the capacity to grow stronger and wiser as a result of even the worst experiences.

But we often DONT grow and change much after we become adults. Or at least not deliberately.

Why is that?

In a fascinating new self-help book by Dr. Benjamin Hardy, an organizational psychologist, we learn that one reason we dont grow when we have the chance to is because of the LABELS we place on ourselves.

Labeling is problematic because we think the label we give ourselves is predictive of the future, Hardy told me in an interview. "But we usually underpredict how different we'll be in the future.

This is why Dr. Hary says to beware of personality tests. Understanding yourself is great, but fixing a personality label on yourself can prevent you from growing. To use one of the most common examples of personality traits we talk about: if a test labels you an introvert, youre going to be likely to make decisions that reinforce that. You'll be less likely to do activities that grow your ability to perform in front of a group of peoplesay, to practice public speaking. You'll actually be more likely to avoid extroversion experiences because you come to believe introversion as part of your unchangeable core.

Personality Isn't Permanent

But research is clear that peoples personalities do evolve. Even levels of introversion change over the years. Perhaps more importantly, they vary from situation to situation. Many an outgoing public speaker is shy in personal conversations with strangers.

Even though humans can and do change, we often change slowly, or we dont take charge of our growth because we mistakenly believe our traits are fixed.

The Billions hedge fund guy doesnt change as a result of his "transformative" experience not because he cant, but because he sees himself as fixed. He's a shark. Thats just who he is. So, oh well.

Same with us. When we have experiences that change our perspectives, instead of changing things in our lives, our subconscious brains often mistakenly say, tigers dont change their stripes. And so we go back to our old behaviorsno matter how bad they are.

The problem with this is right in the title of Dr. Hardys excellent new book:Personality Isnt Permanent.

Had the fictional billionaires inBillionsdone one thing, however, things might have actually changed in that story.

The difference between people who go on, say, an ayahuasca journey and then change their life and those who dont comes down to whats called integration.

This is the time you take after the experience to reflect on your life and to incorporate any new perspectives into it. Its figuring out practical daily applications to profound life experiences. Plant medicine workers often say that this step is just as important as the experience itself.

For those of us that arent regularly using psychedelic substances, were still having regular experiences that we can be learning from.

The difference between personal growth in either casewhether were talking about the aftermath of ayahuasca or a documentary, or even a conversation with someoneis whether you integrate what youve learned into your life, and are able to apply it.

The kinds of people who consistently have personal growth are the ones who take the time to continually re-assess things in their lives based on the experiences theyre having all the time.

It takes intellectual humility to realize that we could be behaving differently and living better as a result of what weve learned. But thats why intellectual humility is so powerful.

All progress starts by telling the truth, Hardy says, quoting Dan Sullivan, And thats a big aspect ofpsychological flexbility, or being able to look at something from a different anglea willingness to actually handle emotion and to face hard truths.

The reason we don't do proper integration in our lives often boils down to the labels thing. We don't take time for integration because we don't think we can change. But knowing that even traits we view asfundamentalcan and do change gives us a reason to do what Bobby Axelrod didn't.

And it turns out that theres a very easy way to incorporate regular integration into our everyday lives: Write in a journal.

Journaling is the ultimate integration tool, Hardy explains. Theres something magical about giving yourself the time to think about your past in light of what you now know, and to write it down.

Now, wehuman beings are good at deception. And were good at lying to ourselves. But were much more likely to be honest with ourselves when we put our thoughts into words in a journal meant for only ourselves than we are with our friends, or sometimes even with a therapist.

And for journaling to be effective, you dont even have to do it every day. Just whenever you have a potentially meaningful experience.

Journaling is a form of clarifying thoughts and emotions, Hardy told me. Its a place where you can have healthy conversations with yourself where you can be vulnerable and honest about what youre actually going through. Its a place for self-analysis about whats generally going on in your life.

(I can attest personally to the power of journaling for my own personal growth. If you want to read about the time I started keeping a lie journal about my white lies and how that changed my relationships, as an example of a specific outcome from journaling,I wrote about that in my personal newsletter a bit ago here.)

When you force yourself to think about your life, and put into words how your recent experiences might help you to change, the concept of personality starts to become less interesting than the concept of strengths. Taking self-inventory in terms of strengths and weaknesses is a lot more useful and actionable than taking inventory of yourself like a tiger taking inventory of its stripes.

Journaling and self-analysis can help us to reframe fixed labels as current strengths and weaknesses. Instead of stopping at Im an introvert or extrovert we can ask, How good am I at going deep into introspection? How good am I at conversations with strangers? At public performance? At asserting myself? At being alone? This way, we start to see introversion and extroversion as categories of strengths we can work on, not either/or labels that dont change.

The takeaway from Dr. Hardys research on self-development is not to replace the study of human behavior with journaling, or to throw out decades of research on personality with the bathwater of labels and bad tests.

Anyone whos had more than one kid will tell you how useful it is to know how what gets one kid to clean their room is different for the other.

Indeed, understanding personality diversity is incredibly important to communicating effectively with people, to resolving problems, to persuasion, to building coalitions. As Dr. Hardy told me, My book is not really tailored to the question of how to deal with other people based on their personalities.

But, as Hardy rightly points out, even the most scientifically sound personality tests cant really tell us what will motivate someone in a given situation, what triggers a person will have due to past experiences, or how someone will tend to react to bad news. All of those will depend on much more than what we can measure with a test. (I dare you to find a parent who has used a one-time personality test to actually figure out the nuances of their kids.)

So while understanding the dimensions of human personality is useful for understanding human behavior, and can make us better equipped to notice people and show empathy, the best way to understand an individuals personality is not a multiple-choice quiz. Its to get to know their individual story.

And in a way, this brings us back to journaling. Because what better way to understand your own story than to take time to honestly think about it and put it into words?

The more you get to know someone, the more nuance there is, the less theyll be consistent with tight and tidy personality profiles, Hardy told me. I prefer the simplicity of looking at the individual level. And thats why I think empathy is so importantnot judging people based on who they were in the past.

The key, in other words, is to not conflate our observations of how people tend to behave with who they areand to remember that people change all the time.

In fact, if we treat people as if they can change for the better, people will often do so. Ourselves included.

Shane Snow is author ofDream Teamsand creator ofSnow Academy.

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The Thing Thats More Effective For Personal Growth Than Any Personality Test - Forbes

Joplin Health Dept. responds to national article predicting area as COVID-19 hot spot – KoamNewsNow.com

JOPLIN, Mo. It seems like the more you go out, the fewer masks you see, even as cases increase in the area.

It dont really scare us. We dont really take it with a grain of salt. We understand that people are getting sick, but we arent gonna let it control our lives, said Debbie Harris, one Joplin resident.

A lot of people feel that way, but there are others who are concerned about the rising numbers in Joplin and Jasper County, taking extra precautions to protect susceptible ones in the community.

I live with my grandparents and so I, when I came back, I spent like a couple months distancing from them and Ive even gone out of the way to like living in a studio, explained Anthony Azzun.

A New York Times article listed Joplin as a potential hot spot for an outbreak with an 11% growth rate and cases listed as doubling every 6.5 days, but, the Joplin Health Department wants to clarify that these numbers include cases from surrounding counties.

Just knowing the increase in the number of cases that weve seen as Joplin, Jasper, Newton, McDonald, this whole region in here going into Southeast Kansas and Oklahoma, as well, Im not surprised by it. Our workload in the last couple weeks has just exploded, said Ryan Talken with the Joplin Health Dept.

While Joplin is reporting 58 total cases: 22 active and 101 in quarantine, Jasper Countys latest numbers show a total of 259 with 210 in isolation, and over 750 on quarantine.

As we have more cases, contacts spin off of those cases and so those contacts end up getting tested, testing those contacts that were exposed, a lot of those are coming back positive, said Talken.

With the increasing case load, Talken says its more important than ever to take precautions.

Human behavior spreads it and we know what it takes to slow it down to prevent it.

The Jasper County Health Department says that the majority of cases are clustered around the Carthage area. If youre sick, health officials strongly encourage you to stay home.

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Joplin Health Dept. responds to national article predicting area as COVID-19 hot spot - KoamNewsNow.com

Rising temperatures could pose threat to spread of coronavirus – WJTV

Posted: Jun 19, 2020 / 01:10 PM CDT / Updated: Jun 19, 2020 / 01:10 PM CDT

RIDGELAND, Miss. (WJTV) During the early stages of the coronavirus pandemic, it was highly believed the heat could possibly help stop the spread of the virus. However, researchers say that is not enough.

Dr. Timothy Quinn of Quinn Healthcare explained the recent findings.

More researchers have added that humans have so little immunity to the virus. This is a new virus, so most of us have not been exposed. Our immune systems have not created enough antibodies, and then we dont have the vaccine, he said.

Health experts are still encouraging people to wear face masks and social distance.

I cannot overemphasize how important it is that we wear those masks. Human behavior has a very significant impact on the decrease spread of this virus, that includes social distancing, wearing a masks, washing your hands. Just following those guidelines that are suggested by the CDC, said Quinn.

Quinn also urged coaches to keep athletes hydrated as summer practices begin to kick-off across Mississippi.

Drink water before practice, during practice, after practice. Try to cut the hours or the time of practice to shorter intervals and try to practice during the cooler times of the day, such as early in the morning or later in the evening as much as possible to keep these young people safe.

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Syncing Data And Creative: Advertising’s Head And Heart – Forbes

Within advertising, a debate has raged for years about how to balance advertisings head (data, sales goals and competitive share) and its heart (evoking peoples emotions, touching peoples souls, creating inspiration and wonder).

The past decade has swung the pendulum heavily toward the head; as an industry, we have focused on first-party audiences, data lakes, programmatic pipes, return on ad spend and a grim determination to map every impression to a sale. In that march toward advertising determinism, we have worked to bring creativity to heel by connecting creative teams to centralized platforms that map consumer insights, journeys and behaviors to inform the creative process. Yet, the magic formula for A=B/C= a campaign that performs every time hasnt emerged from all this effort. Why not?

Maybe its because there is no magic formula and there never will be. Im reminded of Economics 101 classes where every problem begins with assume a perfect market, even though a perfect market doesnt actually exist. In advertising, weve tried to create a perfect market by:

1. Relying heavily on big longitudinal datasets that cluster people in high-level buckets that, while often accurate, dont capture a lot of nuance.

2. Building one size fits all creative assets where what gets put in a mobile ad, for example, is often a cut-down version of a 30-second television spot, rather than an asset created for a unique channel and user experience.

3. Creating an artificial divide between brand and demand, where a given channel or campaign or creative is designed for one purpose or the other and measured accordingly.

What if, instead, we embraced our imperfection? What if we made room for head and heart in every initiative and measured things accordingly? What if we acknowledged that we are humans selling to humans, and that there is alchemy in what we do that can be optimized and improved upon but not mass-produced?

I am not suggesting a return to the Mad Men era of The ad will work because the creative director said it would work. Im suggesting we all lean into the future where the agile and atomized use of data brings both head and heart to everything we do.

Think about how companies such as Spotify, Netflix and Amazon make use of data to customize content and help us navigate an endless sea of options. These companies generate massive amounts of data, but they apply it in real time to customize peoples experience, and they use a feedback loop to continuously improve outcomes. What if all advertising could be that responsive and intelligent? Wouldnt that improve both customer experience and ROAS?

As the general manager of analytics at an attention analytics company, I believe the future isn't as far off as some might think. But it does require some behavioral and infrastructure shifts in marketing behavior. Among them are:

1. An approach to ad measurement that includes human behavior signals. At my company, we call these signals digital body language, and we use them to understand how an ad is being received by the person to whom it is being served.

2. A data infrastructure that is agile and flexible enough to capture, process and react in real time so that advertisers and their partners can not only see whats happening, but also set up responses that adjust messaging, imagery and offers within a campaign and even within a given users session.

3. Creative assets that are uniquely formatted to capture the signal and optimized to the channel in which they are being served so that winning narratives can be more easily recognized and optimized quickly.

4. A relentless test-and-learn mindset that embraces atomizing each piece of the ad experience to identify the colors, images, headlines and offers that drive results, both individually and working together.

Embracing head and heart requires teams to have a healthy respect for both data and creative and to begin to truly unpack how data, creative and media interact to deliver meaningful consumer experiences. Doing that requires a true spirit of partnership that allows everyone to fail fast, regroup, learn and try again.

While advertising might be a gloriously imperfect science, by letting our heads develop the right data infrastructure to give us valuable and actionable real-time insights and letting our hearts focus on the big ideas that connect and inspire us, we can embrace that imperfection to drive better business results.

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Syncing Data And Creative: Advertising's Head And Heart - Forbes

The cost and hidden silver lining of COVID-19 misinformation – WHYY

This story is from The Pulse, a weekly health and science podcast.

Subscribe on Apple Podcasts, Stitcher or wherever you get your podcasts.

Since the coronavirus shutdowns began, social media has become more important than ever. Its a lifeline to our old lives a way to stay connected with loved ones, to hear the latest news, and sometimes to try to forget whats happening altogether.

But theres a downside to all this. Case in point: Plandemic, a documentary-style conspiracy video that recently went viral.

In case you missed it, Plandemic features discredited scientist Judy Mikovits making unsubstantiated, and often bizarre, claims about the ongoing pandemic including that COVID-19 was manipulated in a lab, that National Institute of Allergy and Infectious Diseases director Anthony Fauci had profited from some kind of cover-up, and that wearing masks is actually making people sicker.

Facebook and YouTube scrambled to take the video down, but over just a few days it managed to rack up millions of views and tens of thousands of shares.

As it turns out, Plandemic is just the tip of the iceberg when it comes to a problem thats spreading even faster than the coronavirus something U.N. Secretary-General Antnio Guterres recently called an infodemic.

This is a time for science and solidarity, Guterres said in a video message. Yet the global mis-infodemic is spreading. Harmful health advice and snake oil solutions are proliferating; falsehoods are filling the airways; wild conspiracy theories are infecting the internet. Hatred is going viral, stigmatizing and vilifying people and groups.

Youve probably heard a few of them for instance, that the coronavirus was created by Bill Gates, or is being spread by 5G radio waves, or can be cured by drinking bleach. In that sense, theres a very good chance that social media helped shape how the pandemic has unfolded, and not in a good way.

But the opposite is also true: The coronavirus has helped researchers learn a lot about how social media work as vectors for misinformation. And its even started to push real change for example, Twitters latest move to start fact-checking false claims about COVID-19 (including ones that come from the president.)

Heres what researchers have discovered so far.

Fake news is nothing new, but the recent tsunami of misinformation surrounding COVID-19 is arguably unprecedented in its scope and persistence. What is it about the coronavirus that seems to have tripped this giant worldwide game of Telephone?

According to Kate Starbird, a professor at the University of Washington and co-founder of the Center for an Informed Public, its not as unusual as you might think.

Rumors are actually a typical part of a crisis event, Starbird said. Its natural human behavior.

Thats because humans crave information in the wake of crises, Starbird said information that could be crucial to their survival, such as which services have been affected, which roads are blocked, and where they can go for help.

And so under those conditions, what we as humans do is we try to resolve that uncertainty and that anxiety, she said.

The way we do it is by talking to one another.

We try to find that information and come up with explanations, Starbird said. And those explanations, we talk about it as collective sense-making.

Those explanations can be right, but they can also be wrong. When theyre wrong, the result is rumoring.

Historically, sense-making has happened on a local level but thanks to social media, our collective hunt for information about COVID-19 has turned into a worldwide conversation.

Its truly global, said Kathleen Carley, a professor of computer science at Carnegie Mellon University who also runs the Center for Informed Democracy and Social Cybersecurity. So that means people around the globe are spreading disinformation and it will get picked up by people in other countries.

Usually, disaster-related rumors start dying away as more questions are answered. But that hasnt always been the case with the coronavirus, thanks to ongoing uncertainty about how it works, where it came from, how to treat it, and what governments are doing about it. As the rumor mill churns, these germs of misinformation have continued to spread, as fast if not faster than a real virus.

The problem is, we cant exactly social distance on social media.

Its hitting at this moment where our information systems are already sort of characterized by persistent, pervasive misinformation, disinformation, and the strategic manipulation of these online spaces, Starbird said.

And even though were all facing the same threat, were not all coming at it from the same perspective. There can be miscommunications from one language to another, and even intentional deception between groups that dont have each others best interests at heart.

From all parts of the world, people can be exploiting other people right now, Starbird said. So its just really this kind of perfect storm.

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The cost and hidden silver lining of COVID-19 misinformation - WHYY

It takes teamwork, to both get the job done and take a break from the job – ThePrint

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People are feeling burned out. Months of uncertainty, homeschooling and strangely hard-to-decline video callshave taken their toll. Perhaps youve lost your ability to focus at work, and you cant even muster the motivation to care. Maybe you just feel really, really tired. Theres a natural impulse to blame this malaise on a very obvious aspect of the new circumstances many of us are facing: technology-enabled isolation amid a global pandemic and a barrage of heartbreaking news.

We struggle tostop rage-scrolling social media, but the news there has been so troubling that it feels wrong to look away. Nonstop video calls areexhausting, whether they are work meetings or virtual happy hours. Teleworking has its upsides, but one drawback is that it can be hard to switch off. The data show that each day, were working longer hours aboutthree hours longerthan we were before offices closed. Being separated from our bosses creates pressure to reply to messages instantaneously, to prove were not goofing off. Even after hours, our phones whisper about emails unread and buzz with messages from hyperactive group chats.

Most of the solutions on offer feelflimsy in comparison: Useenvironmental cues like clothing and locationto signal to your brain when youre working from home and when youre simply at home. Avoid the anxiety of late-night Twitter by leaving your phone outside the bedroom. Manage the unending email deluge with any number ofhacks and tips. When all else fails, take a few mindful breaths.

Somehow, such efforts dont really feel commensurate to the moment if they ever did. And although theres something to be said for steps you can take without consulting anyone, the most effective changes are those you make jointly with others your team, your boss, your family.

That was one lesson learned by the employees studied by Leslie Perlow, a professor at Harvard Business School. In her research, teams of exhausted consultants sought to regain work-life balance by ensuring that every team member could take predictable time off. To hold themselves accountable, they made that unplugged time mandatory. Working toward this goaltogetherwas ultimately what produced happier, less-burned out employees. It also improved communication between team members and resulted in higher-quality output for clients.

Collective action is the only way to re-establish healthy norms for communication technology. If your whole team spends the weekend emailing each other, it doesnt do much good for one person to take adigital sabbath. Emails will continue to fly, and the person who opted out unilaterally will miss important decisions or be tarred as a slacker, or both.

Instead, decide as a group when everyone needs to be online and when responses arent expected. You should also decide on how to communicate during off hours. Checking email during your leisure time is one of those annoying habits that can suck you back into work when you need to be doing something else. So choose, collectively, to reserve email for non-timely messages and to handle emergencies over the phone. That takes the pressure off of everyone to keep checking their inboxes just in case.

New norms can also help during work hours. You and your team could decide to keep one day a week free of meetings and, to the extent possible, messages, so that everyone can focus on heads-down work this is much easier to do without the pressure to respond to every email, slack or IM. Again, thissolution is best adopted jointly: If youre blocking out Fridays as a meeting-free day, but Juan chooses Mondays and Tina chooses Wednesdays, thats obviously not going to work. Instead, agree on one (or even two!) days a week and work together to keep them clear.

Of course, these techniques can also make a difference in your social and familial communications, since were often using thesame tech tools to talk with friends and family. If multi-hour, 10-person Zoom bonanzas are starting to wear you down, is that because of some problem inherent in Zoom, or because certain participants dont recognize when their stream of consciousness has run its course? Either way, its a tech-enabled problem that can be solved through human behavior agreeing to limit the conversation to an hour, appointing someone to moderate it, or bowing out of the mega-call and catching up with people one on one, over the good ol fashioned telephone.

Joint solutions like these emphasize that the burnout were experiencing isnt our problem to solve alone and isnt the inevitable result of our situation or technology. Its just how were wired.

Keeping up with information and not wanting to disappoint people arecommon human traits. A quick look back at history shows just how persistent these urges are, regardless of what technology is being used. When the printing press was invented, for example, anxiety aboutinformation overloadspiked Is there anywhere on earth exempt from these swarms of new books? Erasmus despaired,in 1525. Weve long felt besieged by correspondence: In 19th century London, letters could be deliveredup to 12 times daily; same-day delivery (and near-instant replies) were expected.

Working from home may feel new to many of us, but it too has a long history. In fact, as my colleague Justin Fox has pointed out, work-from-home rates arestill lowerthan they were in the 1960s.

Always-on technology and remote work didnt create burnout, but they can make it tougher to break free from it. When the usual barriers keeping work and other commitments in their place are gone, more human effort is required to contain them. Let that be ateam effort, and its much more likely to succeed.- Bloomberg

Also read: When work moved home during Covid, so did toxic workplace harassment

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It takes teamwork, to both get the job done and take a break from the job - ThePrint