Neuroscientists May Be Able To Predict Our Spending Habits

There's a reason attractive human faces are used to market just about everything consumers purchase today – when people see pretty faces, their brains begin computing how much the experience is worth. New brain-imaging research shows it's even possible to predict how much people might be willing to pay to see a particular face. Scientists say the findings may allow them to predict future purchases of different market segments. Researchers at Duke University Medical Center 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. read more

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