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Tara Boyle

Tara Boyle is the supervising producer of NPR's Hidden Brain. In this role, Boyle oversees the production of both the Hidden Brain radio show and podcast, providing editorial guidance and support to host Shankar Vedantam and the shows' producers. Boyle also coordinates Shankar's Hidden Brain segments on Morning Edition and other NPR shows, and oversees collaborations with partners both internal and external to NPR. Previously, Boyle spent a decade at WAMU, the NPR station in Washington, D.C. She has reported for The Boston Globe, and began her career in public radio at WBUR in Boston.

After you read this sentence, pause for a moment to think back on advertisements you first heard when you were a child.

Perhaps you recall a favorite jingle or the catchphrase of a cereal mascot. You probably can remember more than just one.

This week, we look at the shelf life of commercials. According to University of Arizona researcher Merrie Brucks, an ad we watched when we were five years old can influence our buying behavior when we're 50.

Paul Rozin has been studying the psychology and culture of food for more than 40 years. And he's come to appreciate that food fills many of our needs, but hunger is just one.

"Food is not just nutrition that goes in your mouth or even pleasant sensations that go with it," he says. "It connects to your whole life, and it's really a very important part of performing your culture and experiencing your culture."

Have you ever noticed that when something important is missing in your life, your brain can only seem to focus on that missing thing?

When Johnny Fox was a boy, all his friends were obsessed with superheroes.

"Friends of mine were reading comics about Superman and Batman and I thought, 'You know, this is cartoons and made-up stories,' " he says. "I want a real superhero. There's got to be real superheroes out there."

When he was 8 or 9, his parents took him to the Eastern States Exposition near Springfield, Mass. That's where he found those real superheroes.