TO THE BEST OF OUR KNOWLEDGE

PROMO FOR   "Memory, Mind & The Self"
*New York Times columnist David Brooks is best known for his political
writing, but he's also fascinated by recent findings in psychology and
neuroscience.  In fact he says many of our public policies fail because
we're not actually the rational decision makers we think we are.  In
this hour of To the Best of Our Knowledge we'll talk with David Brooks. 
Also,  rising jazz star Vijay Iyer on the neuroscience of music.

PROGRAM RUNDOWN:"Memory, Mind & The Self"

0:00 - 13:44        SEGMENT 1: (13:45)
            New discoveries in psychology and neuroscience are
            changing how we think about thinking. Would you like to
            sharpen your memory?  You can, with just a few tips from
            Joshua Foer, the author of "Moonwalking with Einstein:
            The Art and Science of Remembering Everything."  He tells
            Jim Fleming the trick is to tell yourself an
            unforgettable story.  The antithesis of that desire
            belongs to Jill Price, who simply can't forget.  She
            suffers from "hyperthymesia," or "total recall," which
            means she can remember every day of her life since the
            age of fourteen.
                         
            Segment One Outcue:  "...PRI - Public Radio
            International."

13:45 - 14:14  LOCAL OPTION with music bed (:29)

14:15 - 34:47       SEGMENT 2: (20:33)
            No one doubts memory is one of the things that shapes our
            sense of self, but is there a science of self? 
            Neuroscientist Antonio Damasio runs the USC Brain and
            Creativity Institute, and has written several popular
            books including "Self Comes to Mind."  Steve Paulson
            talked with Damasio about the science of memory & self. 
            Jazz pianist Vijay Iyer would understand.  Indian by
            heritage, American by birth, Iyer is trying to create a
            new kind of music, a synthesis of Western jazz and Indian
            music.  With a Ph.D. in physics, and an understanding of
            both math and neuroscience, he tells Anne Strainchamps
            how he melds science with art.
                         
            Segment Two Outcue:  "...PRI - Public Radio
            International."

34:48 - 35:17       LOCAL OPTION with music bed (:29)

35:18 - 53:00       SEGMENT 3: (17:42)
            Coke consistently outsells Pepsi, though Pepsi routinely
            wins blind taste tests.  Why is one of the mysteries of
            advertising.  Some agencies are now hiring
            neuroscientists to help figure it out.  Danish
            neurobiologist Lone Frank, author of "Mindfield," tells
            Steve Paulson some people are hoping neuro-marketing will
            lead to huge profits.  NY Times commentator David Brooks
            has been fascinated for years by research in neuroscience
            and cognitive psychology.  It's what he talks about in
            his latest book, "The Social Animal." Brooks tells Steve
            Paulson that brain sciences are overturning centuries of
            old thinking about human nature.
                         
            Segment Three Outcue: PRI Audio Logo


For a copy of this hour, call 1-800-747-7444, and ask for program number
4-3-A.

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