News tagged with ventromedial prefrontal cortex

Seniors draw on extra brainpower for shopping

(Medical Xpress)—Holiday shopping can be mentally exhausting for anyone. But a new Duke University study finds that older adults seem to need extra brainpower to make shopping decisions—especially ones ...

Nov 18, 2014
popularity 4.5 / 5 (2) | comments 0

Brain sets prices with emotional value

You might be falling in love with that new car, but you probably wouldn't pay as much for it if you could resist the feeling. Researchers at Duke University who study how the brain values things—a field ...

Jul 02, 2013
popularity 3.3 / 5 (3) | comments 0 | with audio podcast

Why are elderly duped? Researchers explain why

(Medical Xpress) -- Everyone knows the adage: "If something sounds too good to be true, then it probably is." Why, then, do some people fall for scams and why are older folks especially prone to being duped?

Aug 16, 2012
popularity 4.2 / 5 (5) | comments 1 | with audio podcast