What the brain values may not be what it buys
Tuesday, February 16, 2010 - 22:35
in Psychology & Sociology
New brain-imaging research shows it's even possible to predict how much people might be willing to pay for a particular face. Researchers found that as participants were watching a sequence of faces, their brains were simultaneously evaluating those faces in two distinct ways: for the quality of the viewing experience and for what they would trade to see the face again.