News tagged with ventromedial prefrontal cortex

Memories influence choice of food

The stronger our memory is of a certain food, the more likely we are to choose it - even if it is the more unattractive option. Psychologists at the University of Basel conducted a study on how memory influences ...

May 21, 2015
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How various brain areas interact in decisions

Our decisions can be pictured in the brain. Scientists at the University of Zurich were able to show in a recent study which areas are most active in decision making. Often the so-called prefrontal cortex ...

Nov 26, 2014
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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
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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
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