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When it hurts your brain to think

As we near the end of July, many of us exert our final cognitive dash to make it to a well deserved vacation break. And in these last weeks, fully charging ourselves up for new and demanding mental tasks can feel…well, challenging. Almost as if they hurt our brain. If this sounds familiar, you might be happy to know that you’re not just imagining it. An interesting study focused on exactly this phenomenon: can tricky tasks make our brain hurt?

The result was an experiment with participants that basically boiled down to ‘Would you rather do a tricky task (in this case a memory exercise) or receive a painful heat shock (non-damaging to the skin)?’. The results were quite interesting: 

“We were surprised to find that our participants often chose physical pain over the mentally effortful task. This suggests that people can perceive the costs of cognitive effort as high enough that they would prefer to experience physical pain rather than exert mental effort. In fact, this result appeared universal: nearly every person chose pain instead of the memory task at least once, with many choosing pain multiple times to avoid effort.

At higher levels of effort – ie, as the memory demands of the task increased – people were more willing to experience physical pain than to do the mental work required for the task. For the most difficult version of the memory task, our participants chose to feel pain (at some level) 60 per cent of the time, on average, but some of them actually opted for pain 100 per cent of the time.”

These kinds of experiments aim to understand how people trade off different types of aversive experiences. Or in other words, if the pain of an electric shock is worse than the ‘pain’ of having to do some hard thinking (interestingly, they have also done these kinds of experiments but with memory tasks swapped out for boredom, uncertainty, and more. Basically, people opt for pain a surprising amount of the time to avoid things they deem worse).

This does however pose a new question: if people go to such lengths to avoid demanding mental tasks, why do some people seem to seek out these tasks – or even enjoy them? The researchers compare this to running a marathon; it might not so much be the activity itself that feels rewarding, as it is the goal that makes it worthwhile, and feel rewarding. Additionally, they hypothesize that it also differs per person: 

“There is actually an established personality trait known as ‘need for cognition’ that describes the variation in people’s preference for cognitively demanding activities. Akin to a runner ‘getting into the groove’ and enjoying a run after getting started, people higher in need for cognition are likely to find it easier to enter a state of ‘flow’, wherein a demanding activity comes to feel effortless, automatic and even enjoyable.”

So to take away something practical as well from this experiment: the researchers shared two concrete tips to make it easier to do cognitive heavy tasks: first of all, focus on the outcomes (the reason why you’re doing it) and finally, break down intimidating tasks into smaller chunks so they don’t seem so big and daunting.  

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Douwe Knijff

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Tabea Höllger

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Tabea Höllger specializes in brand positioning in saturated markets and measuring brand success. One of her key areas of expertise is the FMCG sector, where she focuses on topics such as product launches and the impact of packaging.

Tabea sees herself as a bridge-builder at the intersection of the FMCG market, sustainable brand management, and emerging technologies. She firmly believes that knowledge transfer between these three perspectives is essential for successfully addressing the challenges of the future.

In addition, Tabea has established herself over many years as an expert in creating engaging and memorable brand experiences. She helps companies inspire their employees to embrace and champion the brand strategy.

After gaining experience in market and advertising research and spending time abroad in the United States and the Philippines, the trained business psychologist returned to BrandTrust in 2016.

Kees Elands

Founder & Strategist

Kees his purpose is to help ambitious leaders and brands to human-proof their business. In 2003 he founded TrendsActive, a trend consultancy enabling brands to become more human centric.

Kees consults global brands like

  • Disney
  • The Coca-Cola Company
  • Asics
  • Discovery Channel
  • Swiss Life
  • Vodafone

and many more.

Next to being the founder of TrendsActive, he is also initiator of the first academic trend master for executives at the University of Utrecht and is initiator of various trend studies and white papers on subjects like trust, meaning, visual culture & generations.

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Kim Pillen

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Before Kim Pillen started as a trend consultant at TrendsActive, she worked for four years as a creative strategist at Dept. For brands such as Philips, bol.com, Beiersdorf, JBL, and the Consumers’ Association, she built (online) campaign, brand, and social media strategies. After four years, she decided that she wanted to better understand people and society in order to advise brands more effectively. That’s how she ended up at TrendsActive. Here, she can do what she loves most: digging into people’s needs and then working with brands to see how and where they can be relevant and meaningful.

Douwe Knijff

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Douwe is fascinated by how people work. With a background in Interdisciplinary Social Sciences (Bachelor) and Psychology (Master) and an analytical mind he tries figure out how societal shifts manifest themselves through social culture and human behaviour.

Aljan De Boer

Keynote speaker

Aljan has been widely recognized as an inspiring professional speaker on the critical trends that will shape society in the decades to come. He works as the Head of Inspiration at TrendsActive, a trend consultancy from the Netherlands using social science to human-proof business decision for brands like

  • Disney
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Next to his role at TrendsActive he is the Community Director at the Institute for Real Growth where he inspires and connects a global community of +400 CMOs.  

He has been on the board of the Dutch Platform of Innovative Marketing for almost a decade. Regular speaker and moderator for the Dutch Marketing Awards and 3 times winner of the best of MIE. 

Kees Elands

Founder & Strategist

Kees his purpose is to help ambitious leaders and brands to human-proof their business. In 2003 he founded TrendsActive, a trend consultancy enabling brands to become more human centric.

Kees consults global brands like

  • Disney
  • The Coca-Cola Company
  • Asics
  • Discovery Channel
  • Swiss Life
  • Vodafone

and many more.

Next to being the founder of TrendsActive, he is also initiator of the first academic trend master for executives at the University of Utrecht and is initiator of various trend studies and white papers on subjects like trust, meaning, visual culture & generations.

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Kees Elands

Founder & Strategist

Kees Elands

Founder & Strategist