We Live our Lives Based on What we Want to Avoid

By Dr. Ron Bonnstetter

We’ve been told our whole lives to go after what we want. What do you want to be when you grow up? What do you want for dinner? What do you want to do this weekend?

Even though it’s good to know what you want, our research is showing that our brains are more decisive on what we don’t want and do not like. And, that makes sense. Think of when go you to a restaurant. You look at the menu and see a plethora of things that you would like, but there are always a few things that you definitely will not eat. You may ask your family what they’re getting or ask the waiter to help narrow down your choices, but you know what dishes you will avoid.

Almost two years ago, we started conducting brain research using EEG and we quickly began learning that our brains have opinions on all nouns and adjectives. That opinion can be positive, negative or both, which often shows confliction in your brain and leads to an uncertain feeling. Our EEG protocol reads these opinions from the subconscious in a fraction of a second. There’s no time for the conscious mind to deliberate about the meaning and feelings behind each word. We measure gut reactions – how you really feel deep down inside.

This research is changing the way we do business here at TTI. The research coming out of our Center for Applied Cognitive Research is showing that more weight should be given to what we say we are not and the traits we say we definitely do not possess.

We have recently improved our behaviors and motivators assessments to include issues that our brain wishes us to avoid.

Brains are Most at Ease, Most Efficient in Native Tongue

Proving the old axiom, It’s not what you say, but how you say it, Target Training International (TTI) announces initial results showing people who are multilingual are much more decisive in their native language. Following the development by TTI of a patent-pending process for verifying self-reporting with gamma and beta brain waves observed and recorded on electroencephalography (EEG), TTI applied this research to the realm of language processing. A study of multilingual individuals confronted by words in all of their language fluencies demonstrated a person confronting a word in their native language is far better at being decisive with their interpretation. Secondarily, working in a language other than your native tongue requires more energy to perform the same task.

“The results were amazing. First, subjects’ brain activity from each stimulus matched the prior acceptance and avoidance data collected, regardless of language, in the pre-EEG questionnaire,” said Dr. Ron J. Bonnstetter, vice president of research and development for TTI, and the co-leader of the study. “While this might at first suggest working in a first language is not important, the intensity of each stimulus response decreased in the order of the subjects’ language proficiency.”

The first language responses made far more neuro-connections to past experiences and resulted in a stronger EEG response.

The implication of this finding applies to assessments TTI develops, which are provided to consultants and corporations via TTI Performance Systems, a related company. Assessments are best provided in a person’s first language in order to attain the best response, and responses that do not fatigue the participant before they complete the task. In a broader sense, the study shows clearer communication is more likely when using the recipients’ native language when ever possible.

Leading this study were Dr. Bonnstetter, Bill Bonnstetter, chairman of TTI; and Dustin Hebets, TTI research and development coordinator. Providing integral support of this research in the form of equipment and software, is Thomas F. Collura of BrainMaster Technologies, Inc