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What can shopping tell us about how the brain works?
Carrying out a shopping trip, especially in an unfamiliar environment and where you have to visit many different shops, is in fact an excellent example of a situation that requires “multitasking” in everyday life. And we have evidence that these multitasking situations tap quite specialised brain processes. For instance, in 1991 Tim Shallice and I investigated three people who had suffered damage to the frontal lobes of the brain in road traffic accidents. Despite their injuries, they performed well on traditional clinical tests of executive function, and all were intellectually very able, performing on IQ tests within the top 10% of the population. However all three performed a simple real-life shopping test very poorly, and were, unfortunately unable to hold down even simple jobs in everyday life because of absent-mindedness and disorganisation.
http://www.icn.ucl.ac.uk/executive_functions/People/Paul.html
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