'Attention is the number one thing,' said Jim McKenna (Leeds Metropolitan University) during his lecture on the psychology and neuroscience of behaviour change. He practised what he preached, using magic tricks and dramatic YouTube clips to grab his audience's attention, bringing to life his point that we need to jolt our inherently lazy, habitual brains into action with the power of rewards. 'Dopamine lollipops is what we need,' he said, to prompt our prefrontal cortex - the 'Churchillian brain' - into taking on new healthier ways of doing things.
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