Brain sets prices with emotional value
Tuesday, July 2, 2013 - 20:30
in Psychology & Sociology
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 who study how the brain values things -- a field called neuroeconomics -- have found that your feelings about something and the value you put on it are calculated similarly in a specific area of the brain.