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title: "I think this phenomenon explains why spending on diet fads dwarfs…"
date: 2019-10-20
source: facebook
type: Archer T. Ships shared a link.
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# I think this phenomenon explains why spending on diet fads dwarfs…

*October 20, 2019 · Facebook*

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[https://www.theguardian.com/science/2019/oct/19/doubting-death-how-our-brains-shield-us-from-mortal-truth](https://www.theguardian.com/science/2019/oct/19/doubting-death-how-our-brains-shield-us-from-mortal-truth){target="_blank"}
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I think this phenomenon explains why spending on diet fads dwarfs spending on research that could actually extend our maximum lifespan.\
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\"Warning: this story is about death. You might want to click away now.\
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That's because, researchers say, our brains do their best to keep us from dwelling on our inevitable demise. A study found that the brain shields us from existential fear by categorising death as an unfortunate event that only befalls other people.\
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"The brain does not accept that death is related to us," said Yair Dor-Ziderman, at Bar Ilan University in Israel. "We have this primal mechanism that means when the brain gets information that links self to death, something tells us it's not reliable, so we shouldn't believe it."\
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Being shielded from thoughts of our future death could be crucial for us to live in the present. The protection may switch on in early life as our minds develop and we realise death comes to us all.\
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"The moment you have this ability to look into your own future, you realise that at some point you're going to die and there's nothing you can do about it," said Dor-Ziderman. "That goes against the grain of our whole biology, which is helping us to stay alive."\"\
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[https://www.theguardian.com/science/2019/oct/19/doubting-death-how-our-brains-shield-us-from-mortal-truth](https://www.theguardian.com/science/2019/oct/19/doubting-death-how-our-brains-shield-us-from-mortal-truth){target="_blank"}
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