Reading Test 42

Employees need to hear the same messages that you send out to the marketplace. At most companies, however, internal and external communications are often mismatched. This can be very confusing, and it threatens employees’ perceptions of the company’s integrity: They are told one thing by management but observe that a different message is being sent to the public. One health insurance company, for instance, advertised that the welfare of patients was the company’s number one priority, while employees were told that their main goal was to increase the value of their stock options through cost reductions. And one major financial services institution told customers that it was making a major shift in focus from being a financial retailer to a financial adviser, but, a year later, research showed that the customer experience with the company had not changed. It turned out that company leaders had not made an effort to sell the change internally, so employees were still churning out transactions and hadn’t changed their behavior to match their new adviser role. Enabling employees to deliver on customer expectations is important, of course, but it’s not the only reason a company needs to match internal and external messages. Another reason is to help push the company to achieve goals that might otherwise be out of reach. In 1997, when IBM launched its e-business campaign (which is widely credited for turning around the company’s image), it chose to ignore research that suggested consumers were unprepared to embrace IBM as a leader in e-business. Although to the outside world this…

Computer technology was supposed to replace paper. But that hasn’t happened. Every country in the Western world uses more paper today, on a per- capita basis, than it did ten years ago. The consumption of uncoated free-sheet paper, for instance the most common kind of office paper — rose almost fifteen per cent in the United States between 1995 and 2000. This is generally taken as evidence of how hard it is to eradicate old, wasteful habits and of how stubbornly resistant we are to the efficiencies offered by computerization. A number of cognitive psychologists and ergonomics experts, however, don’t agree. Paper has persisted, they argue, for very good reasons: when it comes to performing certain kinds of cognitive tasks, paper has many advantages over computers. The dismay people feel at the sight of a messy desk — or the spectacle of air-traffic controllers tracking flights through notes scribbled on paper strips – arises from a fundamental confusion about the role that paper plays in our lives. B. The case for paper is made most eloquently in “The Myth of the Paperless Office”, by two social scientists, Abigail Sellen and Richard Harper. They begin their book with an account of a study they conducted at the International Monetary Fund, in Washington, D.c. Economists at the I.M.F. spend most of their time writing reports on complicated economic questions, work that would seem to be perfectly suited to sitting in front of a computer. Nonetheless, the I.M.F. is awash in paper, and Sellen and Harper wanted to find out why. Their answer is that the business of writing…

When a scientist began to study yawning in the 1980s, it was difficult to convince some of his research students of the merits of “yawning science.” Although it may appear quirky, his decision to study yawning was a logical extension to human beings of my research in developmental neuroscience, reported in such papers as “Wing-flapping during Development and Evolution.” As a neurobehavioral problem, there is not much difference between the wing-flapping of birds and the face – and body-flapping of human yawners. Yawning is an ancient, primitive act. Humans do it even before they are born, opening wide in the womb. Some snakes unhinge their jaws to do it. One species of penguins yawns as part of mating. Only now are researchers beginning to understand why we yawn, when we yawn and why we yawn back. A professor of cognitive neuroscience at Drexel University in Philadelphia, Steven Platek, studies the act of contagious yawning, something done only by people and other primates. In his first experiment, he used a psychological test to rank people on their empathic feelings. He found that participants who did not score high on compassion did not yawn back. “We literally had people saying, ‘Why am I looking at people yawning?’” Professor Platek said. “It just had no effect.” For his second experiment, he put 10 students in a magnetic resonance imaging machine as they watched video tapes of people yawning. When the students watched the videos, the part of the brain which reacted was the part scientists believe controls empathy – the posterior cingulate, in the brain’s middle…