Aug 24, 2012
By Bob Sheppard
As we age our ability to see through misleading advertising may be compromised.
Researchers at the University of Iowa have raised more red flags about scams that target the elderly.
One specific part of the brain has been linked by scientists with our ability to doubt.
The prefrontal cortex is the part of the brain that naturally deteriorates as we age, and is often damaged by a stroke.
People with damage to that section of the prefrontal cortex were tracked and were shown ads that had been determined by the U.S. Federal Trade Commission to be misleading.
One was an ad for a natural supplement to treat headaches that claimed to have no side effects. People with damaged “ventro-medical” prefrontal cortexes were twice as likely as the others to believe the misleading ads and to say they would buy the products.